Exploring the Gender Inclusivity of Mobility as a Service through the Access Based Consumption framework: A UK Case Study

This paper explores the issues of inclusivity and safety that women encounter when using Mobility as a Service (MaaS), a transport offering which enables users to book, manage and pay for diverse multimodal options through smartphone apps. Personal mobility modes can include public transport, car hire, bicycle sharing and automated vehicles, amongst others. The diffusion of MaaS has potential for contributing to the decarbonisation of personal mobility and providing greater social inclusivity, but it is
experiencing resistance to its uptake.
This study, in the context of the United Kingdom, draws on the cultural perspective of
Practice Theory (PT), a theory which adopts social practices as the main unit of
analysis, and focuses on mobility practices performed by female MaaS users.
Despite its potential benefits, participants associate using MaaS with concerns about personal safety and the use of “apps” with intrusiveness. A particular concern is that women appear disadvantaged in terms of using MaaS platforms when compared to men. Suggested solutions to such concerns include vetting of service users and, whenever possible, recruiting female personnel as drivers; using on-board cameras and recording devices and the inclusion of app safety features may also help women feel safer. MaaS providers should encourage the formation of communities around MaaS brands, with female-only groups to reassure women. Significant changes to social practices and infrastructure are needed, and these will require changes in urban and rural mobility governance.