Analysis of last mile transport pilot: Implementation of the model and its adaptation among local citizens

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Journal Title
Journal ISSN
Volume Title
Perustieteiden korkeakoulu | Master's thesis
Date
2018-03-14
Department
Major/Subject
International Design Business Management
Mcode
SCI3062
Degree programme
Master’s Degree Programme in International Design Business Management (IDBM)
Language
en
Pages
45+22
Series
Abstract
When we contemplate an ideal city's constituents such as social environment, medical facilities, law enforcement and education, the one that is religiously used by its inhabitants is public transport. An ideal public transport, if not impossible, is hard to achieve as each individual possesses unique needs. Mobility as a service focuses on achieving the desired by combining multiple transport systems (bus, metro, tram, taxi, car sharing, bicycle sharing) into one single platform. One of the biggest challenges faced by MaaS is to solve the first/last mile problem. This research focuses on understanding stakeholders' collaboration, required business model, user behaviour and experiences for a new first/last mile transport service by analysing a three-month kick-scooter sharing pilot concluded in the city of Espoo, Finland by Samocat Sharing Oy. Collected data for the exploratory research was in the form of 54 user survey responses, 2 in depth user interviews, interviews with Samocat co-founders, overall trip data, user helpline data, emails and documents. The qualitative and quantitative data was analysed with the help of generated hierarchical MaaS framework. The findings highlight essential elements needed for a successful stakeholders' collaboration and what is the required business model to make the kick scooter service sustainable by benchmarking existing MaaS business model and analysed data. Findings also highlight the modifications required in the service for a better user experience by analysing user behaviour during the pilot. Overall, findings prove the hypotheses "Samocat kick-scooter sharing solves the last mile problem" right. Samocat sharing service shows great potential to be an ideal MaaS candidate providing true door to door and a natural mode of transport for shorter distances. The service shows potential to generate synergistic effects with other mode of transport, opening doors for new research fields at the same time.
Description
Supervisor
Vartiainen, Matti
Thesis advisor
Surakka, Teemu
Bykov, Vasily
Keywords
MaaS business model, first/last mile transport, combined mobility services, user behaviour, experience and adaptation, MaaS framework, stakeholder collaboration
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