The Business Case for a Journey Planning and Ticketing App—Comparison between a Simulation Analysis and Real-World Data
Round 1
Reviewer 1 Report
This study presents useful insights into how MaaS offering should be developed and implemented. The findings here in the study is also potentially applicable outside of the study region, in particular, the theoretical work that is presented.
In general, the manuscript is well-written and the necessary information and explanations are presented clearly. The authors were upfront and acknowledged some of the limitations of the study and the dataset, and with reasonable explanations.
The findings presented within the study does not come as a surprise, unfortunately, as there are similar struggles with MaaS endeavours elsewhere.
However, I would suggest that the authors discuss the findings in the context of the study region in more detail. For instance, the main mode of choice is the personal car and the main users of the app were park and ride users, who drive for part of their commutes. I would think that this phenomenon is due to the limitations of the transport offerings as viable alternatives. Hence, the effectiveness or potential attractiveness of the app is limited by the same constraints underpinning the current mobility pattern. As a result, the app might offer a different way to purchase the ride, but the ride is still the same.
Discussing the findings in the context of the transportation system and policy would also highlight that for MaaS to be viable, fundamental improvements need to be made too.
The discussion could also focus on addressing how the appeal or design of MaaS offerings can be improved in areas where there are limited transport options (operated by many different companies) and a relatively small pool of potential users.
Finally, the authors can consider drawing expanding the connection between MaaS and sustainability in the introduction and discussion sections.
Author Response
Response to Reviewer 1
Sustainability -791814
We thank the reviewer for their positive and constructive comments, and have taken on board their suggestions for improvement. In response we have added two extra paragraphs in our Discussion section, highlighting the insights from our findings in regard to both the study region and more generally the role of MaaS within a sustainable transport system. We believe that these two paragraphs address the concerns of both Reviewers 1 and 2 and consequently strengthen the contribution of our paper to discussions of sustainable mobility relative to this special issue of Sustainability. Although we could have expanded further, we felt keeping our discussion concise at this stage of the paper was most appropriate. We would be happy to do so if the Reviewer feel more detail is required.
Our responses are set out in the table below.
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Comment |
Response |
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However, I would suggest that the authors discuss the findings in the context of the study region in more detail. For instance, the main mode of choice is the personal car and the main users of the app were park and ride users, who drive for part of their commutes. I would think that this phenomenon is due to the limitations of the transport offerings as viable alternatives. Hence, the effectiveness or potential attractiveness of the app is limited by the same constraints underpinning the current mobility pattern. As a result, the app might offer a different way to purchase the ride, but the ride is still the same. |
We have added an extra paragraph reflecting this in our Discussion section, Page 19, Lines 569-581:
As set out in Section 2.1, in the study region of West Yorkshire, which is only 25% urban, the private car is currently the dominant mode of transport, competing bus companies are privately run and there are currently no underground, tram systems or bike-sharing schemes. As such, we recognise that there may be limitations to viable transport alternatives for many travellers that limits the attractiveness of the app. In fact, many of the users may simply be taking advantage of a new method of purchasing tickets rather than making any sustainable behavioural change. This may partially explain the much lower take-up of “MCard Day” tickets than predicted by the model. However, surveys carried out on a limited, non-representative sample of active users suggested a small (<10%) mode shift from private car to public transport as a result of using the app, indicating the potential of the app in encouraging behavioural change. As such, if marketing of the app had been targeted to a much wider population there may be potential for an identifiable modal shift towards more sustainable modes, even considering the limitations of this region. This is consistent with the model finding on the sensitivity of take-up to marketing. |
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Discussing the findings in the context of the transportation system and policy would also highlight that for MaaS to be viable, fundamental improvements need to be made too. The discussion could also focus on addressing how the appeal or design of MaaS offerings can be improved in areas where there are limited transport options (operated by many different companies) and a relatively small pool of potential users.
Finally, the authors can consider drawing expanding the connection between MaaS and sustainability in the introduction and discussion sections
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We have added an extra paragraph reflecting this in our Discussion section (and partially in response to Reviewer 2), Page 19, Lines 582-593:
Considering these observations, and thinking beyond the study region, we deduce that for MaaS to be viable and lead to a more sustainable transport system, constraints related to existing transport policy and infrastructure are highly influential (see also Durand et al., 2018, Feneri et al., 2020). Local Authorities must have a detailed understanding of these constraints in order to tailor both the functionality and marketing of the app, identifying target users for whom modal shifts may be practical, as well as ensuring that full (and discounted) ticketing options are offered, and detailed, real-time information on all modes are provided in order to make tailored informed choices. The inclusion of behavioural change support features in the app could provide further incentives for behaviour change even within the existing limited choice set of modes. As the transport offerings within regions develop over time in line with innovative solutions for meeting sustainability objectives (eg on-demand shared mobility, active modes), their introduction through an already familiar app may allow users to adapt more easily. This enhanced ease of use and access to information tailored to individuals are crucial preconditions for MaaS achieving the levels of sustainability that it aspires to within recognised complex socio-technical systematic change that needs to include improved sustainable mobility services. |
Reviewer 2 Report
Systems Dynamic is a powerful methodology and simulation technique for analyzing and understanding complex systems. It is widely applied in social, economic and ecologic systems. This paper (manuscript) introduce the use of such method in the field of smart mobility and mobility as a service (MaaS).
Specifically, the authors model, simulate and analyze the implementation of an app-based business model to support urban transport users in journey planning and ticketing. They provide a realistic extension of a diffusion model that facilitates the identification of key factors influencing the usage, take-up, retention, satisfaction and profitability. With this model, the authors describe and simulate in detail, compare the behavior with real data, and draw some conclusions. All this using Vensim software and a rigorous methodology
The starting hypotheses, contextualization and conclusions describe a relationship between sustainable mobility and MaaS, and the importance of user service apps in these mobility models. In this context, this work studies the implementation and feasibility of this app-based business model. In my opinion, some aspects can be improved or would give more interest to research in sustainable mobility. The first, that modes of transport presents in cities and MaaS models such as bicycles, scooters and cars, are not considered. The second, the work does not analyze and draw conclusions associated with factors or aspects of the sustainability of public transport or the MaaS models, such as: the use of public collective transport, the behavior of users regarding the use of certain modes, the predisposition to change of mode, etc.
Some typos:
In page 4, line 149: Reference Figure 2Error! Reference source not found.
In page 7, line 217: Reference Figure 1Error! Reference source not found.
In page 7, line 224: Reference Figure 1???.
In page 9, line 285-286 and Table 3: Color and type of letters displayed.
In page 11, line 313: bold font in Figure 8
Author Response
Response to Reviewer 2
Sustainability -791814
We thank the reviewer for their positive and constructive comments, and have taken on board their suggestions for improvement. In response we have added an extra paragraph in our Discussion section, highlighting the insights from our findings in regard the role of MaaS within a sustainable transport system. We believe that this paragraph addresses the concerns of both Reviewers 1 and 2 and consequently strengthen the contribution of our paper to discussions of sustainable mobility relative to this special issue of Sustainability. Although we could have expanded further, we felt keeping our discussion concise at this stage of the paper was most appropriate. We would be happy to do so if the Reviewer feels more detail is required.
Our responses are set out in the table below and highlighted in the submitted revised manuscript.
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Comment |
Response |
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In my opinion, some aspects can be improved or would give more interest to research in sustainable mobility. The first, that modes of transport presents in cities and MaaS models such as bicycles, scooters and cars, are not considered. The second, the work does not analyze and draw conclusions associated with factors or aspects of the sustainability of public transport or the MaaS models, such as: the use of public collective transport, the behavior of users regarding the use of certain modes, the predisposition to change of mode, etc.
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We have added an extra paragraph reflecting this in our Discussion section (and partially in response to Reviewer 2), Page 19, Lines 582-593:
Considering these observations, and thinking beyond the study region, we deduce that for MaaS to be viable and lead to a more sustainable transport system, constraints related to existing transport policy and infrastructure are highly influential (see also Durand et al., 2018, Feneri et al., 2020). Local Authorities must have a detailed understanding of these constraints in order to tailor both the functionality and marketing of the app, identifying target users for whom modal shifts may be practical, as well as ensuring that full (and discounted) ticketing options are offered, and detailed, real-time information on all modes are provided in order to make tailored informed choices. The inclusion of behavioural change support features in the app could provide further incentives for behaviour change even within the existing limited choice set of modes. As the transport offerings within regions develop over time in line with innovative solutions for meeting sustainability objectives (eg on-demand shared mobility, active modes), their introduction through an already familiar app may allow users to adapt more easily. This enhanced ease of use and access to information tailored to individuals are crucial preconditions for MaaS achieving the levels of sustainability that it aspires to within recognised complex socio-technical systematic change that needs to include improved sustainable mobility services. |
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In page 4, line 149: Reference Figure 2Error! Reference source not found. In page 7, line 217: Reference Figure 1Error! Reference source not found. In page 7, line 224: Reference Figure 1???. In page 9, line 285-286 and Table 3: Color and type of letters displayed. In page 11, line 313: bold font in Figure 8 |
We have corrected all of these typos and are grateful for the Reviewer’s observations. |
Reviewer 3 Report
The article is processed at the appropriate scientific level, its structure is logical, the individual parts follow each other. Tables and figures are well made and are easy to read in print quality.
The article contains a large amount of supplementary material and ends with a discussion, not a conclusion. However, this relatively non-traditional solution is based on the concept of the whole article and thus makes sense overall.
While reading the article, I did not notice any errors or typos, so I recommend that the article be published in its current form.
Author Response
We thank the reviewer for their positive and constructive comments.
