Mobility-as-a-Service (MaaS) offers tailored-made, on-demand mobility solutions to users by integrating on a single service subscription, public and private transport modes. However, the concept is still uncertain, and its current development and applicability is centered on developed countries. On the other hand, we advocate that MaaS is modular, adaptable, and applicable to several realities. In developing countries where public transport is mostly inefficient and insufficient, MaaS could help to “balance the scale” with private transport offerings, such as ridesharing. Casual carpooling could be an affordable alternative. Not only for being a low-tech transport mode but also for optimizing vehicle usage of idle seats. In that optics, we have identified drivers who would facilitate integrating casual practices into a MaaS. To identify the motivating factors behind casual carpooling and propose a strategy to implement it in a MaaS scheme, a quantitative survey was applied to 307 university students in the city Lavras, Brazil. Data were analyzed using descriptive statistical techniques. We assumed that casual carpooling is sustained by solidarity, simplicity, and agility; no costs to passengers; and institutionalized pickup points. Then, we identify principal strategic components to implement such an initiative. We concluded that casual carpooling as a low-tech transport mode could enhance local strategy for implementing an eco-innovative MaaS in places with inefficient public transport offerings.

Mobility-as-a-Service (MaaS) has been recently gaining ground, presenting a shift away from existing ownership-based transportation and towards access-based ones. MaaS is still surrounded by uncertainties: its development and applicability are mainly centered in developed countries; however, we believe that MaaS is modular, adaptable and applicable to several realities. In this sense, this study aims to examine university student's demand and predisposition for MaaS usage in a developing country, as well as to understand the differences in mobility perception among those students who are car users and non-car users. This survey was applied to over 300 university students in a Brazilian city, Lavras. Using the CART algorithm, we obtained classification trees to predict favorable responses related to MaaS use, based on several predictor variables (socio-economic characteristics, means of transport used, distance, etc.). We observed that car users are a little less sensitive to cost than non-car users. For car users, the commute alternatives that take longer, with less flexibility and availability-even when offered at lower cost-are not appealing, while the non-car users accept alternative options and expend more time when lower costs are available. Also, in general, a tree-based classification model predicted a positive adherence possibility for a MaaS scheme for both car users and non-car users (69%). As conclusions, this study suggests that there is a predisposition to accept the MaaS model for creating value for commuters in a developing country. We found that many MaaS characteristics (e.g. payment via app, transportation integration, monthly plan, customization, and so on) presented a positively predictable possibility of substitution, especially for Millennials. Also, we found that bicycles may be a mode that can be explored for MaaS schemes worldwide, and that hitchhiking could be used as a strategy to apply MaaS in places where public transportation lacks efficiency.

Mobility as a service (Maas) presents a shift from existing ownership-based transports and towards access-based ones and it has been recently gaining ground in urban mobility. Maas is still surrounded by uncertainties and, its development and applicability are mainly centered in developed countries. However, Maas is modular, adaptable and applicable to several realities. in this sense, this study aims to examine the perception of different transport models among students and to find the profile that can predict respondents' willingness to use Maas in a developing country. this survey was applied to over 300 university students in a Brazilian city (lavras). using the cart algorithm, it was obtained classification trees to predict favourable responses related to Maas use, based on several predictor variables (socio-economic characteristics, means of transport used, distance and other). it was observed that, car users are a little less sensitive to cost than non-car users. For car users, commute alternatives that take longer, with less flexibility and availability -even when offered at lower costs -are not appealing, while non-car users accept and spend more time whether lower costs are available. also, in general, the treebased classification model predicted a positive adherence possibility for a Maas scheme for both car users and non-car users (69%). as conclusions, this study suggests a willingness to Maas model for creating value for commuters in a developing country. it was found that many Maas' characteristics (e.g. app payment, transport integration, monthly plan, customization, etc.) presented a positive predicted possibility of substitution, especially for millennials. also, it was found that bicycle may be a modal that can be explored for Maas schemes worldwide, and casual carpooling could be used as strategy to apply Maas in places where the public transport lacks efficiency.