Mobility-as-a-Service (MaaS) and Mobility on Demand (MoD) are emerging services that are gaining traction globally, including in the Middle East. These services aim to revolutionize how people think about transportation, offering integrated and on-demand mobility solutions. Let’s break down how both MaaS and MoD are evolving in the Middle East:
1. Mobility-as-a-Service (MaaS) in the Middle East
MaaS is an integrated digital platform that offers users a seamless experience of planning, booking, and paying for various modes of transportation (public transport, private cars, shared rides, bicycles, etc.) all from one app. The concept aims to reduce the need for private car ownership by offering a suite of on-demand transport options. MaaS systems typically provide:
- Integrated ticketing for multiple modes of transportation (e.g., metro, buses, taxis, car rentals).
- Real-time data to help users make decisions based on traffic conditions, availability, and pricing.
- Multi-modal transportation options, which may include public transport, taxis, car-sharing, and even micro-mobility services like scooters or bikes.
MaaS Developments in the Middle East:
- Dubai and UAE: The UAE, particularly Dubai, is leading the charge in MaaS development. Dubai's RTA (Roads and Transport Authority) has already rolled out various MaaS solutions, such as the Dubai Smart City Initiative, which integrates different transportation services, including taxis, ride-sharing, and public transport into one app.Careem (acquired by Uber in 2020) is another player, expanding its service offerings in the region, combining taxis, ride-sharing, and deliveries. The Careem Super App is positioning itself as a MaaS platform by integrating services like food delivery, bike rentals, and even financial services.Dubai Metro is integrated with other mobility options, providing one-click access to both public and private transport, significantly enhancing the MaaS experience.
- Saudi Arabia: In Saudi Arabia, Riyadh’s public transport system is in the process of development and modernization, with long-term plans for integrating MaaS platforms. The government’s Vision 2030 includes plans to transform the transport sector, including smart mobility services.The Saudi Public Transport Authority is focusing on improving connectivity and expanding public transport networks that can be integrated into MaaS.Ride-sharing services like Uber and Lyft, as well as local players like Careem, are also pivotal in the development of MaaS in the region.
- Qatar and Bahrain: In these countries, mobility services are similarly moving towards integration. Qatar’s Karwa taxi service, for instance, is looking to integrate with other modes of transportation, moving toward a MaaS model as part of its ongoing transport infrastructure developments.
2. Mobility on Demand (MoD) in the Middle East
MoD refers to transportation services that are available whenever needed, offering flexibility and immediate access to vehicles without the need for ownership. It’s closely linked to ride-hailing, shared mobility, and other on-demand services like scooters, e-bikes, and even on-demand buses or shuttles.
MoD Developments in the Middle East:
- Ride-Hailing Services: Ride-hailing services are at the core of MoD in the Middle East. Companies like Uber and Careem dominate the region. These services allow users to book a ride on-demand, providing a convenient alternative to private car ownership.Uber has expanded its service offerings in the region to include UberX, UberLux, and even Uber Eats. Careem has done the same, introducing new products such as Careem Bike, Careem Kids, and Careem Bike+, enhancing the MoD experience by diversifying on-demand options.
- Car-Sharing and Car Rentals: Companies like Ekar, Udrive, and Swift are offering car-sharing services in the UAE, which is another facet of MoD. Users can rent a car by the hour or day, providing an alternative to owning a private car and offering flexibility for short-term trips. These services are growing in cities like Dubai and Abu Dhabi, where there is a strong demand for flexible mobility options. Additionally, Sixt and Hertz are also offering digital car rental solutions that cater to the on-demand market, allowing users to reserve vehicles at their convenience.
- Public Transport Integration: While many Middle Eastern cities have robust public transport systems, MoD services are being integrated into these systems. For instance, Dubai’s RTA allows users to book a ride through a unified app that includes taxis, buses, metro, and even bike-sharing services. Saptco in Saudi Arabia is working to develop an on-demand bus service, potentially offering more flexible transportation options in addition to traditional public transport.
3. Challenges and Opportunities
- Infrastructure and Regulation: While MaaS and MoD services have great potential, regulatory frameworks and infrastructure must evolve to support these services fully. The Middle East has seen some forward-thinking regulatory developments, but the pace of integration between different modes of transport and digital platforms varies from country to country.
- Consumer Adoption: The success of MaaS and MoD in the Middle East also depends on consumer willingness to adopt these services, particularly in markets where car ownership has traditionally been the norm. However, the younger, tech-savvy population in urban centers is increasingly open to these solutions.
- Technology and Innovation: The region’s strong focus on technological innovation—especially in smart cities like Dubai—is an opportunity for MaaS and MoD services to thrive. The rise of electric vehicles (EVs), autonomous vehicles (AVs), and AI-based routing technologies can play a major role in shaping the future of mobility in the Middle East.
Conclusion:
MaaS and MoD services are rapidly growing in the Middle East, driven by the region's technological advancements, evolving consumer preferences, and government initiatives toward smart cities and sustainable transport. With the region’s strong focus on innovation, cities like Dubai, Riyadh, and others are leading the way in adopting and integrating these services, and more developments are likely as the demand for flexible, on-demand, and multi-modal transportation options continues to increase. The future of MaaS and MoD in the Middle East looks promising, with potential for further expansion and evolution in the coming years.
