A business model for inclusive mobility as a service

Mobility as a Service (MaaS) has received a growing global interest; however limited research has been conducted on business models that address the challenges of car-centric cities characterised by socio-economic disparities and underutilized public transport systems. This paper aims to develop an inclusive business model for MaaS in Doha, Qatar, a city that shares these attributes. Considering the city's unique socio-economic, cultural, and urban characteristics, and using data collected from a stakeholder workshop and an end users' survey, this research applies the value proposition, value creation and delivery, and value capture framework to identify important components for implementing an inclusive MaaS in Doha. Our results reveal the key mobility services that should be involved in MaaS to offer inclusive options for all individuals, including residents and tourists, of diverse gender, age, occupational status, income, and mobility impairments. To address the needs of these diverse population groups, public transport is recognised as the key mobility service for MaaS, while the valuable contribution of other services such as ride hailing, car rental and taxi is also highly acknowledged. The role of Qatari government is identified as significant by the stakeholders, who see the Ministry of Transport as the potential MaaS operator, while also expecting from the government to provide subsidies which will ensure the financial viability of MaaS, as well as support the continuous enhancement of public transport in Doha. • Develops an inclusive business model for MaaS in Doha, Qatar. • Public transport is recognized as a key mobility service for MaaS. • Government subsidies are essential to reduce costs and ensure an affordable MaaS.