This paper presents insights from a six-month field operational test (FOT) in Gothenburg, Sweden, during which 195 participants tested the UbiGo mobility service for everyday travel. The service integrated both public and private solutions into a new type of collective transport and thereby contributed to Swedish societal goals of a reduction of private car use and ownership. A triangulation approach to data sources and collection methods was adopted to identify matches and mismatches between the expectations and experiences of three stakeholder groups: users (FOT participants–customers), commercial actors (mobility broker and service providers), and society. Identified matches included the concept of a transportation smorgasbord, reduced private car ownership, and increased pretrip planning. Identified mismatches related to the greater than expected reduction in car use, the respective business models of the mobility broker and service providers, back-office administration, and the smartphone platform. Gaps included the infeasibility of some trips and the need for more carsharing sites. The FOT was successful, with 93% of participants satisfied with their travel and 97% wanting to continue using UbiGo. However, before a commercially viable mobility service can be created, the mismatches and gaps need to be resolved or at least deliberated. The conclusion is that to create integrated solutions, truly collective transport must involve close cooperation between public and private actors and the consideration of at least the three, sometimes conflicting, stakeholder perspectives. Furthermore, new business models are needed to address the challenges associated with future integrated urban mobility solutions.

This paper presents some of the findings from the trial and evaluation of an example of Mobility-as-a-Service (MaaS). The service, UbiGo, was developed within the Go:Smart project in Gothenburg, Sweden. In total 195 individuals in 83 households became paying customers over a period of six months. Overall, outcome of the trial was positive, i.e. the service was used and the customers were satisfied, more so than with their previous travel solution. Based on questionnaires and interviews, key service attributes were identified, including the ‘transportation smorgasbord’ concept, simplicity, improved access and flexibility, convenience, and economy. It is argued that successful implementation of MaaS requires careful consideration of these design attributes. However, MaaS relies on cooperation and collaboration, on the notion of a co-operative and interconnected transport system (including services, infrastructure, information, and payment), where boundaries between not only transport modes are blurred but also between public and private operators. The evaluation of UbiGo indicated that the main obstacles to further dissemination of MaaS may be found within and between service providing companies and organisations in terms of, e.g. regulations and institutional barriers