A central feature of Mobility as a Service (MaaS) is the design of subscription plans, also known as mobility bundles. Despite the recognition of the importance of MaaS bundles compared to the Pay as you Go (PAYG) option, there is very little guidance in the literature on what a bundle that is attractive for users and financially viable for the operator might look like. With very few actual MaaS offers in real markets, and a lack of transparency in sharing how successful the few MaaS offers have been, the call for trials has grown throughout the world. The Sydney MaaS trial is the first in Australia to introduce MaaS bundles, using an incremental strategy of adding a bundle each month after a PAYG familiarity period. This paper sets out a framework within which we designed and introduced five bundles, using a co-creation and data-driven approach to bundle design. We present the findings on how successful bundles were in attracting MaaS users away from PAYG, and what this uptake might mean for achieving goals such as reduced transport emissions, notably those associated with private car use.

移动即服务 (MaaS) 的一个核心功能是订阅计划的设计，也称为移动捆绑包。尽管与现收现付 (PAYG) 选项相比，人们认识到 MaaS 捆绑包的重要性，但关于对用户有吸引力且对运营商在财务上可行的捆绑包可能是什么样的，文献中鲜有指导。由于在真实市场上提供的实际 MaaS 产品很少，并且在分享少数 MaaS 产品的成功程度方面缺乏透明度，因此在全球范围内进行试验的呼声越来越高。悉尼 MaaS 试验是澳大利亚首次引入 MaaS 捆绑包，使用增量策略，在 PAYG 熟悉期后每月添加一个捆绑包。本文提出了一个框架，我们在其中设计并引入了五个捆绑包，使用共同创建和数据驱动的方法进行捆绑设计。我们展示了捆绑包如何成功地将 MaaS 用户从 PAYG 中吸引过来的发现，以及这种采用对于实现减少运输排放等目标可能意味着什么，特别是与私家车使用相关的排放。