Human mobility has consistently been an essential segment in human development. Megaatrends such as Social change, urbanization and globalization, services and sharing economy, scarcity of resources, and technological advances are affecting society and economy in several ways. Over past several decades, public investments have been made to expand and improve mobility service across the urban areas.

Over the next few years, the transportation sector gets ready for rapid changes, moving towards an advanced mobility supported by strong technology stream and the convergence of superior megatrends that are increasing the massive wave of conversion.

Despite the changes happening in mobility, experts argue the challenge for transit agencies is attracting people out of their cars and use public transport, however, due to several difficulties public transport creates for private car users, they still prefer to use their own car. There are several reasons behind this but accessibility and convenience can be identified as two major factors for choosing private car rather than public transport.

One of the concepts currently is developing in several countries to address public transport challenges is Mobility as a Service. MaaS is a service model that frames the mobility based on customer preferences and priorities in which users major commuting needs are fulfilled and offered by a single mobility provider.

Up until now, research focus has been more on the theoretical and technical aspects of the phenomenon and there is a lack of studies about current available MaaS providers in respect of their offering to real-world users. The objective of this study is to focus on the B2C value proposition that is being offered by a selected number of MaaS providers to determine how they differ in respect of their offering for target users and how they fit into the framework of an ideal mobility provider.

Four cases including Whim, Moovel, Go La, and Moovit were selected to conduct the benchmark. The result of the benchmark indicates although it is difficult to name a service as the best among the others, Whim service in Finland fits better into the MaaS concept. It is the only service that offers several mobility modes as a monthly subscription to the user in addition to providing a seamless user experience for moving from point A to B.

MaaS has a great potential to be implemented into daily commuting. From the user's point of view, it can address several difficulties of using public transport service, However, there are several areas of MaaS that are unclear and makes it difficult to define a concrete approach for its implementation. One of the main unclarified aspects of the concept is its business model and B2B offering. The future of MaaS depends heavily on the B2B side of the phenomena. Defining a concrete business model for MaaS to provide a clear idea of how it benefits the stakeholders competing each other, makes it easier for those businesses involving in MaaS to decide on implementing it into their services and thus, enables MaaS growth as of the solutions addressing mobility and daily commuting of travellers.