[논문]MaaS(Mobility-as-a-Service)기반 공유자전거 서비스 모델연구

왕양; 이성필

doi:10.18807/jsrs.2019.9.4.019

MaaS(Mobility-as-a-Service)기반 공유자전거 서비스 모델연구
Service Model Research of Bicycle-sharing based on Mobility-as-a-Service (MaaS) 원문보기

서비스연구 = Journal of service research and studies, v.9 no.4, 2019년, pp.19 - 40

왕양 ((주)백스테이지) , 이성필 (동서대학교 디자인대학 서비스디자인과정)

초록
AI-Helper

Mobility as a Service: MaaS 는 지능형 교통시스템(Intelligent Transportation System)의 일종의 서비스구상으로, 이는 출행 체험을 개선하는 것을 목표로 하며, 하나의 플랫폼에 다양한 교통 출행 방식을 집약하고, 사용자가 한 번의 지불을 통해 도어 투 도어(Door-To-Door)를 사용할 수 있는 전 과정 출행 서비스이다. 그러나, 독립적인 MaaS 플랫폼은 사용자 유동량이 적고 유보율이 낮다는 문제를 직면하기 쉬우며, MaaS의 서비스 모델은 아직 교통시장에 진입할 결정적 논리를 찾지 못하고 있는 실정이다. 본 논문은 공유 자전거(bicycle-sharing)의 각도에서 출발하여, 공유 자전거에 MaaS 이념을 적용하여 새로운 출행 서비스를 구축함으로써, 공유 자전거의 서비스 모델을 최적화하고, MaaS의 부족한 점을 보완하는 것을 연구의 목표로 하였다. 공유 자전거와 MaaS 개념을 결합한 후, 비즈니스 모델, 출행 모델 및 서비스 아키텍처 방면의 혁신에 중점을 두고, 사용자의 MaaS-based bicycle-sharing서비스 모델에 대한 체험의 예상 결과에 대해 시험하였다. 연구 결과에 따르면, MaaS-based bicycle-sharing은 조합 교통 방식, 출행과 환승, 결제 지불 등의 방면에서 사용자에게 보다 융통성 있고 편리한 출행 경험을 제공하고, 수요에 따른 출행 서비스와 지속적인 교통을 가능하게 한다는 것을 알 수 있었다.

Abstract ▼ AI-Helper

Mobility as a Service is a service conception to achieve the intelligent transportation system. Its aims to improve the travel experience. In one platform, it connects various transportation modes to offer service and users only need to pay in one time for the whole travel. But the single MaaS platform easily faces the problems such as low user traffic, low retention rate and the access to markets of the this service is still unfound. From the perspective of bicycle-sharing, this research makes the MaaS concept into bicycle-sharing to build a better service model. The bicycle-sharing combine with the MaaS concept is innovative in business model, travel model and service architecture. In addition, this research also tests users' expectations for service model. The research shows that MaaS-based bicycle-sharing could offer flexible and convenient travel experience in the aspects of combined transportation, travel, transfer and payment, and it also makes it possible to make travel services according to need, and sustainable transport.

주제어

표/그림 (15)

그림 Fig. 2-1 MaaS concept from user's perspective
표 Tab. 2-1 Mobility development tendency>
표 Tab. 2-2 External driving factor for MaaS>
그림 Fig. 2-2 Ecosystem flow and characterization of MaaS
표 Tab. 2-3 Challenges and problems of MaaS
그림 Fig. 3-1 Shared framework of bicycle-sharing
표 Tab. 3-1 Mobility problem of bicycle-sharing
그림 Fig. 4-1 The business model canvas for MaaS-based bicycle-sharing
그림 Fig. 4-2 3Bs service about MaaS-based bicycle-sharing
표 Tab. 4-1 Service components about MaaS-based bicycle-sharing
그림 Fig. 4-3 Mobility model of MaaS-based bicycle-sharing
그림 Fig. 4-4 Service blueprint about mobility model of MaaS-based bicycle-sharing
그림 Fig. 4-5 Application scenarios of MaaS-based bicycle-sharing>
표 Tab. 4-2 Service components about MaaS-based bicycle-sharing
그림 Fig. 4-6 Customer journey map for MaaS-based bicycle-sharing

AI 본문요약
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* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

The service model is so convenient that many people choose it instead of personal vehicles to complete your daily commute. The purpose of this research is to build a traditional community system, which lets human-centeredness integrate into intelligent mobility, and let bicycle-sharing of mobility service make new relationship with users and play a positive role in their society life.
Then, the research adopts a survey to make assessment of the service content experience, and through customer journey map to find mood swings of users when they use MaaS-based bicycle-sharing. The research shows that the service model of MaaS-based bicycle-sharing is in accordance with the habit of the millennial generation. On the one hand, the travel mode of MaaS bicycle-sharing offers flexible and convenient travel experience for users.

제안 방법

From the perspective of intelligent mobility, based on the travel modes of MaaS, this research uses business model canvas, the service blueprint and service story board to build a new bicycle-sharing system mode, namely MaaS-based bicycle-sharing. The new mode aims to solve the service defect of bicycle-sharing in "Multi-modal Traffic Transfer" and "Integrate into Public Transportation".
The research shows the touch points and interactive content in the MaaS-based bicycle-sharing system, but it doesn't have service prototype so it is unable to expand usability and prototype testing.
The new mode aims to solve the service defect of bicycle-sharing in "Multi-modal Traffic Transfer" and "Integrate into Public Transportation". Then, the research adopts a survey to make assessment of the service content experience, and through customer journey map to find mood swings of users when they use MaaS-based bicycle-sharing. The research shows that the service model of MaaS-based bicycle-sharing is in accordance with the habit of the millennial generation.
The individual problems are the unique problems of bicycle-sharing due to the unique travel modes and travel system mainly including interior factors: dockless parking, maintenance upgrade, data security, etc. Through the literature review and field study, this thesis make a conclusion about the mobility problem of bicycle-sharing and make a research summary of bicycle-sharing operators and government agencies. As seen in the Table 3-1, this thesis expects to solve the problem of "Multi-modal Traffic Transfer" and "Integrate into Public Transportation" by the use of MaaS service into the bicycle-sharing.
Through the research above, based on the service concept of MaaS, this thesis proposes a new bicycle-sharing system mode — MaaS-based bicycle-sharing.

대상 데이터

A total of 50 people are surveyed including students and company officers aged from 18 to 40. More than 80 percent of respondents show the bicycle-sharing is their assisted choice for travel.

이론/모형

This thesis uses business model canvas to demonstrate the commercial intent of MaaS-based bicycle-sharing. It is a schematic (more or less detailed) way of presenting an idea for business (Osterwalder et al, 2010).

성능/효과

In conclusion, this research combines related service components in MaaS-based bicycle-sharing to build the mobility model of MaaS-based bicycle-sharing according to the user's travel plan.

후속연구

After the propose of new concept of MaaS-based bicycle-sharing, we make questionnaire survey to test the new service model and hope to know the experience expectation result and dynamic emotional fluctuations, to make sure the service function accepted by the users.
And it is important to build MaaS-based bicycle-sharing service model and related service experience according to local conditions because the transportation policy, users' living habit, transport operators are different in different areas. So the further research also could focus on the MaaS-based bicycle-sharing service model according to local conditions.
The research shows the touch points and interactive content in the MaaS-based bicycle-sharing system, but it doesn't have service prototype so it is unable to expand usability and prototype testing. Therefore, future research could develop specific prototypes based on MaaS-based bicycle-sharing system so that the users could have the actual service experience, then it is possible to have a better service system. And it is important to build MaaS-based bicycle-sharing service model and related service experience according to local conditions because the transportation policy, users' living habit, transport operators are different in different areas.

질의응답

핵심어	질문	논문에서 추출한 답변
	독립적인 MaaS 플랫폼이 직면하기 쉬운 문제는 무엇인가?	Mobility as a Service: MaaS 는 지능형 교통시스템(Intelligent Transportation System)의 일종의 서비스구상으로, 이는 출행 체험을 개선하는 것을 목표로 하며, 하나의 플랫폼에 다양한 교통 출행 방식을 집약하고, 사용자가 한 번의 지불을 통해 도어 투 도어(Door-To-Door)를 사용할 수 있는 전 과정 출행 서비스이다. 그러나, 독립적인 MaaS 플랫폼은 사용자 유동량이 적고 유보율이 낮다는 문제를 직면하기 쉬우며, MaaS의 서비스 모델은 아직 교통시장에 진입할 결정적 논리를 찾지 못하고 있는 실정이다. 본 논문은 공유 자전거(bicycle-sharing)의 각도에서 출발하여, 공유 자전거에 MaaS 이념을 적용하여 새로운 출행 서비스를 구축함으로써, 공유 자전거의 서비스 모델을 최적화하고, MaaS의 부족한 점을 보완하는 것을 연구의 목표로 하였다.
	MaaS란?	Mobility as a Service: MaaS 는 지능형 교통시스템(Intelligent Transportation System)의 일종의 서비스구상으로, 이는 출행 체험을 개선하는 것을 목표로 하며, 하나의 플랫폼에 다양한 교통 출행 방식을 집약하고, 사용자가 한 번의 지불을 통해 도어 투 도어(Door-To-Door)를 사용할 수 있는 전 과정 출행 서비스이다. 그러나, 독립적인 MaaS 플랫폼은 사용자 유동량이 적고 유보율이 낮다는 문제를 직면하기 쉬우며, MaaS의 서비스 모델은 아직 교통시장에 진입할 결정적 논리를 찾지 못하고 있는 실정이다.
	공유 자전거와 MaaS 개념을 결합한 후, 비즈니스 모델, 출행 모델 및 서비스 아키텍처 방면의 혁신에 중점을 두고, 사용자의 MaaS-based bicycle-sharing서비스 모델에 대한 체험의 예상 결과에 대해 시험한 연구 결과는 무엇인가?	공유 자전거와 MaaS 개념을 결합한 후, 비즈니스 모델, 출행 모델 및 서비스 아키텍처 방면의 혁신에 중점을 두고, 사용자의 MaaS-based bicycle-sharing서비스 모델에 대한 체험의 예상 결과에 대해 시험하였다. 연구 결과에 따르면, MaaS-based bicycle-sharing은 조합 교통 방식, 출행과 환승, 결제 지불 등의 방면에서 사용자에게 보다 융통성 있고 편리한 출행 경험을 제공하고, 수요에 따른 출행 서비스와 지속적인 교통을 가능하게 한다는 것을 알 수 있었다.

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