While the phrase “data is the new oil” has gained popularity, yes its true and catchy!!! and acknowledges the value of data, it’s important to note that raw data is akin to crude oil. Just as there are various types of crude oil, raw data becomes truly valuable only after undergoing refinement, and this refinement process should be tailored to suit its specific intended purpose.
When examining an organization with the ambition to reshape global mobility, such as one focused on Mobility as a Service (MaaS), it might be assumed that the core business revolves around transportation data. Certainly, having access to a wealth of data on how people move is essential for refining and enhancing services. However, in a dynamic and ever-evolving space, understanding not only the current state but also anticipating the future desires and expectations of individuals becomes equally crucial. In essence, while the growth of a company in an expanding market is positive, a truly noteworthy entity is one that possesses insights into the direction the market is heading.
Majorly data in MaaS has three types of data data on how people travel, insight into what they want, and experience in what they are willing to pay for. And all of this of course in different geographic locations. In the context of a MaaS company, the initial focus revolves around accumulating substantial data, this data encompasses details like the where, when, and how of people’s movements, along with insights into the packages they utilize. Application development, package optimization, routing strategies, and modality split decisions are all informed by this wealth of information. Additionally, leveraging the data allows to conduct experiments, analyzing the impact of alterations to the user interface or pricing on user behavior. These data’s are safe, not sell neither used to spy’s on people. These data practices, prioritize non-intrusive methods and emphasize user data ownership. Besides essential transport data, customer interactions through app’s chat feature and feedback from various channels provide valuable insights. Companies use customer input to test and refine features, learning when preferences align with expressed opinions and when they diverge. For instance, the introduction of a calendar integration, requested by users, saw limited adoption. This iterative feedback process also reveals insights into price sensitivity for different packages and features, guiding our decisions to better align with user expectations.
For MaaS to achieve international scalability, obtaining additional data is essential, and it goes beyond the conventional expectations. While entering a new city provides us with data on distances and routes, a broader perspective is crucial for reshaping how people move. Beyond transport-centric data, we recognize the importance of information on weather, urban structure, cultural nuances, and purchasing behavior. To truly transform mobility, we must view the future through the eyes of the citizens, considering factors beyond mere traffic statistics.
Source: Whim