What is MaaS - the business model, rationale, and finally, how to make it happen for real. We're building a cloud-native IoT stack that runs with no servers to manage, and infrastructure as code.

2. Making of MaaS
2
SAMI PIPPURI
Chief Technology Officer
What is MaaS and how it’s being done

3. Introducing the world’s first
mobility operator
3
Mobility as a Service is a concept
that changes transport from
separate systems to a service
promise. It is regarded as the
biggest paradigm change in
transport since affordable cars
came to market.
Mobility as a Service was born in
Finland and has been spreading
widely as a vision for future
transport. The father of the concept
Mr. Sampo Hietanen is now turning
this vision into a global agenda
defining company.

4. TRANSPORT SYSTEMS
WILL BECOME CONSUMER
BUSINESS

5. 5
MaaS
Finland
ARPU
(Average Revenue Per User)
in Transport
~300 €/month
Telecom
~30 €/month
Global Market
10 000 000 000 000 €
market reshaped
Private car
usage < 4 %
Servicizing
Sharing
economy
New
means of
transportDecline
of car
ownership
Internet of
vehicles
Self
driving
vehicles
Apps for
traffic
Expensive
traffic
space

6. Transport systems will become
consumer business
6
Infrastructure as
a Service, IaaS
Transport as a
Service, TaaS
Mobility as a
Service, MaaS
SERVICE PROVIDERS
(INTERNATIONAL BRANDS)
• Combinations for target groups
• Different packages for targeted groups
• Clearing for transportation, networks and services
TRANSPORTATION PROVIDERS
(INTERNATIONAL BRANDS)
• Vehicles, public transport, rentals, parking, taxis, ride
shares, car shares etc.
NETWORK PROVIDERS
• Planning, investments, maintenance
ALL FUNDING DIRECTLY
FROM END USERS
THE FOCUS IS HERE

7. • Personalized, tailored, situation
specific service
• Possibility to control transportation
expenses by fixed monthly payments
Shared Services,
Shared Resources
More value for
investments
through secondary
usage
Network of trusted
partners
VISION: Personalized, tailored and
situation-­specific mobility service
at a monthly payment
7

8. Urban commuter package for 95 €/month:
• Free public transport in domestic city area
• Free taxiup to 100 km
• Rental car up to 500 km
• Domestic public transport 1500 km
15 minutes package for 135 €/month:
• pick up by a shared taxi within 15 minutes from the phone call
• EU wide roaming for shared taxi at 0,5 €/km
• Free public transport in domestic city,
• Domestic public transport 1500 km
Business world package for 800 €/month:
• Pickup within 5 minutes in all EU
• Free taxi in domestic city
• Lease car and road use
• Taxi roaming worldwide
Family package for 1 200 €/month:
• Lease car and road usage
• Shared taxi for the whole family with a 15 minutes pickup
• Domestic city public transport for everyone
• Domestic public transport 2 500 km
MaaS operator provides Mobility as a
Service to users – the Spotify of Transport
8

9. MaaS as a business

10. http://impulssi.lvm.fi/2015/02/02/liikenne-­ja-­viestinta-­kuuluvat-­yhteen/
Global
Traffic market
10.000 B€
Global
Transport infrastructure
1.000 B€
(McKinsey 2013)
Households
11,3B€
Transportation
of goods, logistics
33,1B€
Governnment,
Municipalities,
Subsidised
transport
3,9B€
The Market Opportunity:
Traffic is a 10 000 B€ market globally
10

11. Market opportunity: Savings in car expenditure
Spending on
transportation per family
2012
Transportation
services
930 €
Using a car
2730 €
Buying a car
2450 €
Transportation
services
1600 €
Using a car
2200 €
Buying a car
1900 €
Spending on transportation per
family
2020
+ 56%
80%
Local Service (work) in
country
80%
Imported Gasoline
90%
Imported Products
(cars)
20%
Digital Services
(Global market)
20%
Local Services
(e.g.
maintenance)
10%
Local
Services
(car sales)
Breakdown of bought products
and services
11

12. MASSIVE OPPORTUNITY TO APPLY TECHNOLOGY
AND DATA-­DRIVEN DECISION MAKING TO PROVIDE A
GREAT UX AND SLA
Urgency
Speed
Wallet
Habits / Attitude
/ Skill
Weather
Route
Luggage /
Co-­riders /
Gear
Physical
Condition
12Copyright MaasFinlandOy

13. Making of MaaS – the Service
Copyright MaasFinlandOy 13

14. Pilot Project:
MVP TEST AREA
Copyright MaasFinlandOy 14
Tampere
Helsinki
Region
Turku
Region
Tallinn
Region

15. MVP phase goals
we can get access to transportation
providers
we are able to make our service without
huge integrations
we are able to find channels to people
people love our service
Copyright MaasFinlandOy 15
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2
3
4

16. Timeline
April-­May
• Basic e2e
architecture
defined
• Backend Bootstrap
• First APIs
• iOS Client
prototyping
• 1st Design iteration
June-­July
• Functioning e2e
system
• Purchasing tickets
integrated for 1st
phase participants
• Integrated services
for routing,
weather
• 2nd design iteration
in iOS Client
• Web configurator
• Co-­creation with
early adopters
Sept-­

17. System Goals
Goals
• Scalable, cloud-­based
• Mobile-­first customer experience
• Utilizing readymade cloud APIs
• Infrastructure-­as-­code
• Establish industry standard APIs where
they don’t exist yet
• Open for ecosystem partners
• Create enthusiasm in the wider ecosystem
– enable e.g. Universities and smaller
developer houses around the world
Non-­Goals
• Closed architecture or
lock-­ins (except AWS)
• Exclusive deals
• Server infrastructure
• Intermediate, all-­
encompassing
frameworks
• Something for
everybody

18. Why serverless and cloud-­native
(Virtual) Hardware
Cost
Set-­up time Personnel
BEFORE 1 firewall/LB, 2 DB
machines, 2
frontends, 3
backends…
> $1500/month for 0
users
> 1 week just to
have an
environment,
accounts, OS
installations,
networking rules,
databases..
DBA
infra engineer
Networking,
Backups,Updates…
Monitoring,
Developers
MaaS.fi 0 EUR to set up,
< $100/month to scale
to 5000 users
First routing demo
on day 1, supporting
thousands of
concurrent users
1 Senior Full Stack
Javascriptdeveloper

19. Tech Stacks
iOS
MaaS backend
Android
Swift Java
AWS SDK
MaaS Apps
AWS IoT Cognito …
Node.js
Serverless
AWS Components
GitHub/Travis

20. Open APIs for the ecosystem
Client API
Service
APIs
Analytics
API
WebHook
API
Partner
API
www.maas-­api.org
MaaS
Backend
“Brains”

21. Built on cloud-­native
components

22. Productive Tools = Quick
Iterations
Week 1 Week 2 Week 3
Sprint 1 Sprint 2 Sprint 3
Design Sprint 1 Design Sprint 2
Dev
Sprint
plan
Dev + Design
Sprint plan
Dev
Sprint
plan

23. Microservice API integrations
Service
APIs
Routing
Traffic Operator
Traffic Operator
Traffic Operator
Transport Operator
Weather
Subscription Payment
Identity
Transport Mode detection
Generic Rule Engine
Customer Support
MaaS backend

24. Internal structure
Decision Engine
API bridge
Analytics
Store
TSP Adapter
Routing API
Booking Adapter
Environment Adapter
AWS IoT API GW

25. TSP Adapter
Flexible Routes (GeoJSON)
Fixed Routes (GTFS2JSON)
Real-­time vehicles
Journey booking / ticketing
Journey payment
Contract Data

26. Current Status
April-­May
• Baseline e2e
architecture
• Backend Bootstrap
• First APIs
• GitHub page for
API project
• iOS Client
prototyping
DONE
DONE
IN PROGRESS (www.maas-­api.org)
IN PROGRESS
DONE

27. Thank you.
SAMI PIPPURI
Chief Technology Officer
(want to work on this stack? I’m hiring.)
sami.pippuri@maas.fi
+358 50 487 6829