Traveling on a Whim? A qualitative case study on how business models for Mobility-as-a-Service can be designed and configured

Abstract: Purpose: The purpose of the study is to gain a deeper understanding of how MaaS business models can be designed and configured. Theoretical Perspective: The theoretical perspective is provided by a preliminary framework which consists of a synthesis between Business model theory and MaaS literature. Methodology: A qualitative single case study was employed with an abductive research approach. Empirical Foundation: The empirical findings show how the prioritization between marketing and technology is of high importance, a new partnership, the important role of the investor to provide financial resources and a new value proposition of “getting the job done”. Conclusion: Insights into the logic of how MaaS Providers can offer the “idea” of the car through subscription-based mobility, employ prioritization as a key activity, as well as the emergence of a new business logic for MaaS Providers.