Archetypal Business Models for Mobility as a Service (MaaS): Bridging Theory and Practice

Mobility as a Service (MaaS) is reshaping urban transportation by integrating multiple mobility options into seamless digital platforms. Despite its transformative potential, uncertainties persist regarding its scalability and economic viability. This study bridges theory and practice by developing MaaS business model archetypes that guide providers and policymakers in structuring effective services. Using a multiple-case study approach, data from 40 MaaS companies were analyzed through the Business Model Canvas framework. Five distinct archetypes emerged: Mobility Platforms, Highly-diversified Providers, Lowly-diversified Providers, Enablers, and Mobility Embedded Providers. Each archetype reflects different strategic configurations, value propositions, and revenue mechanisms. The findings offer a structured understanding of MaaS business models, supporting industry stakeholders in refining their strategies and informing policymakers on regulatory frameworks that foster innovation and sustainable mobility. By linking conceptual insights with real-world applications, this research provides practical guidance for advancing integrated urban mobility solutions.