Interoperability and Partnerships in MaaS - Working Examples and Things to Improve, Sami Pippuri, Chief Technology Officer at MaaS Global

1. Interoperability and Partnerships in MaaS - Working
Examples and Things to Improve
Sami Pippuri / CTO / MaaS Global Ltd
Twitter: @pippuri, @WhimappUK / @maas_global

2. What would it take for you to
give up your own car?

4. SUPPORTING
PUBLIC POLICY
ACTIVE MODESMODAL SHIFTINTERMODALITY
MOBILITY AS A SERVICE

5. 616€The European monthly average
cost of owning a car.
76%Private car share of all
transportation costs
4%Private cars in use during
their life cycle
MaaS market

6. People are ready

7. Whim has successfully delivered millions of journeys to users in Helsinki and beyond
4,500,000
trips have been delivered through the Whim
platform, as of May 2019
The Whim app has been downloaded >100,000
times since launch, resulting in
unique registrations
city bike trips have been completed since
being introduced to Whim in April 2018
150,000
Commercial/technical discussions are
progressing with
120
Transport Service Providers, in addition to the
21 that are already live
75,000

8. 40 54 2 4
29
28
53
61 5 6
8 10
16578 19
I intend to
use more
I do not intend to use
more or to use less
I intend to use less /
Stop using
I do not know
And there is clear intent from customers
Sources Kantar TNS Whim awareness survey 2017

9. The hard part – building an
ecosystem out of separate silos

10. Ways the market can evolve- do we want an
egosystem or ecosystem?

11. SUPPORTING
PUBLIC POLICY
ACTIVE MODESMODAL SHIFTINTERMODALITY
MOBILITY AS A SERVICE
OPEN API –BASED ECOSYSTEM

12. In the new mobility ecosystem, each participant has
more to win as people migrate from car ownership to
services – and this is powered by APIs
Whim
Data Aggregation
Other MaaS
Operator
Service Aggregation Payment Processors Software Services
Other MaaS
Operator
Data Suppliers Service Providers Payment Schemes System Vendors
MaaS
Operators
B2B
MArketplace
Existing
Transportsector

13. Whim was designed to be flexible and integrate lots of
services to deliver one experience
Routing
Traffic Operator
Traffic Operator
Traffic Operator
Transport Operator
Weather
Subscription Payment
Card Processing
Business Rules
Customer Support
Whim backend
APIGW
Whim Apps
´maas-schemas´ open source
microservice definitions

14. Working at Whim often feels like this…

15. Reasons for the trouble of fitting in
• Business-related
• Customer account ”ownership”
• Pricing strategies
• Brand strategy
• Fear of losing in the deal
• Technical
• Legacy IT systems
• API incompleteness
• Lack of standards

16. But if there is a will, there is a way
• Business-related
• Customer account ”ownership”
• Pricing strategies
• Brand strategy
• Fear of losing in the deal
• Technical
• Legacy IT systems
• API incompleteness
• Lack of standards
Necessary data exchange, network analytics
Why would you not establish a new channel for
customers?
Also, it’s now the law…
Let’s create one
Try to work around

17. Key Services for launching Whim
Taxi
Public
Transport
Bike Share
Car Sharing
Car Local Scheme?
Base modes Additional Modes

18. Taxi
Public
Transport
Car Rental
Base modes
Usually no problem if a taxi app with
integrated payment exists
• Billing per actual rates (flat/per meter)
Backbone of MaaS – existing infra
• Mobile tickets with API? Good!
• No mobile tickets – customers are
asking, so bring them?
• “Smart card only” -> problem
Existing industry with robust APIs
• Mostly business questions like:
• Extending coverage of current deals?
• Guaranteed rates for car subscribers?
Key Services for launching Whim

19. Base Requirements for Access to
Transportation
• Access to Public Transport via mobile tickets
• Gated system: open gates with Whim app with over
the air provisioning
• Open system: display validation / inspector
• APIs need to be machine-to-machine
• Potential per-user registration can be done but:
• No interactive user session (act on behalf,
“puolesta-asiointi”)
• User payment separate from consumed
services’ payments
• Payment based on “corporate account” style, Whim
will pay the supplier of the service, separate from
what customer pays
Digital mobile
ticketing
Machine-to-
machine API
In-App
Payment
Base modes

20. Example Case: Taxi Dispatch Company
• Business-related
• Corporate Accounts are a
normal sales channel
• Could increase utilization
• Brand clearly visible
• Win-Win scenario
• Technical
• App exists, hence an API exists It took less than two days of
development to order rides!
Result: Incremental sales in
significant numbers

21. Example Case: Regional Bus Operator
• Business-related
• Wanted to participate in the
new mobility ecosystem
• Open-minded about opening a
new digital channel (customers
were also asking)
• Technical
• No open ticketing platform
available
• Work-around created with display
tickets
• This formed the baseline also for
new HSL mobile ticketing!

22. Example Case: National Rail Operator
• Business-related
• Existing business of selling
through partner networks (e.g.
travel agents)
• Strategy is to be a MaaS
Operator themselves
• Technical
• An API exists but isn’t made
available
It’s taken three years and the
Rail Operator doesn’t have a
MaaS Offering available yet
either.

23. What enables the service aggregation layer
in MaaS? maas-api.org
• Open source API
• Used by Whim from
day 1
• MIT licensed, Reference
code in GitHub
• Extremely simple and
portable, only 5
methods
• It’s just for business.. of
MaaS, nothing more
Whim
maas-api.org
maas-api.org
maas-api.org
Taxi A
Taxi B
Public Transit A
MaaS Alliance is taking over maas-api.org for industry-wide adoption!
Normalized Service
Aggregation
Other MaaS
Provider

24. Summary
In MaaS, the point is to create a credible, modern alternative to
car ownership
APIs drive adoption of new services and create efficiencies
But APIs cannot be “just” about data, also the core businesses
need to open up via APIs (e.g. maas-api.org)
Because:
It’s a global market where customer choice will eventually win –
and no-one can achieve this alone

25. Thank you!