Designing mobility-as-a-service business models using morphological analysis

Although Mobility-as-a-Service (MaaS) is a very prominent model for future passenger transport, ideas on how to offer it are still scarce. As MaaS platforms are currently mostly offered as field trials, they are highly use-case specific. One of the main reasons for seeing only few examples of ‘real’ MaaS as a commercial offer is the shortage of business models that could be applied when providing the service. To better understand potential business model configurations for MaaS, we propose a new conceptual framework to develop MaaS business models. We do so by integrating the Business Model Canvas with a morphological approach to compose all relevant factors in one framework. To populate the framework, we draw on a systematic literature review. We use this to generate morphological boxes for each of the nine building blocks of the Business Model Canvas. The framework helps to understand the features of MaaS and how to provide them from an operator's point of view. By discussing interdependencies of different configurations, we also provide a starting point to evaluate MaaS in a structured way and thereby generate implications for managerial practice, also for generating viable MaaS business models.