Good news for MaaS! Micromobility operator TIER has announced that it has logged over five million journeys via its partners’ integrations since its launch in 2019, according to media outlet Zag Daily. Undeniable proof that these flexible, integrated travel solutions are winning over more and more users… However, although TIER Mobility has now reached an important milestone, the German company is looking to further strengthen its integration…
Well-deserved success…
TIER Mobility has enjoyed impressive growth since its entry into the mobility market. Over the last few years, the company has set up a specific working group for its integration into MaaS apps, in markets where TIER Mobility is already operating. The aim? To extend the reach of its offering, while optimizing MaaS solution services to meet user needs. Storm Gibbons, TIER’s Global Head of MaaS and Head of Public Policy, told Zag Daily: “MaaS integrations are a fundamental part of TIER’s future sustainability strategy.”
Our vision has always been to change mobility for good. As communities have very different needs, we need to provide them with a range of different mobility options to effectively move them away from cars, and that’s where MaaS comes in.
Storm Gibbons, Global Head of MaaS and Head of Public Policy at TIER
Today, TIER vehicles can be booked on 70 platforms in 250 cities in 19 countries. Last year, the company’s MaaS journeys increased by 180% to almost three million. These were achieved thanks to the integration into MaaS platforms of three brands: TIER Mobility, Nextbike and Spin. These two companies were acquired by the German company at yearly intervals between 2021 and 2022.
This shows just how powerful shared micromobility can be as a connector between public transport and other services such as car-sharing.
Storm Gibbons
A choice of strategic platforms
TIER Mobility’s aim is to bring together as many users as possible in each market. So choosing the right MaaS platforms is a fundamental part of its integration strategy. In October 2021, we devoted an article to this subject, presenting TIER as the most integrated micromobility player in Europe.
If we really want to get people away from cars, we need to make sure we focus our attention where it’s most likely to have an impact.
Storm Gibbons
For its partnerships, TIER says it uses two types of integration: deep links and deep integrations. In the first case, TIER vehicles are visible in the partner’s MaaS application, but payment is made on the operator’s platform. With deep integrations, on the other hand, the entire reservation and payment process takes place on the MaaS platform.
Obviously, these integrations require a great deal more effort to implement. Indeed, to ensure this, the operator must verify that technological integrations as well as accounting and customer service processes are interoperable. According to Gibbons, 85% of the company’s five million MaaS journeys were carried out through deep integration partnerships. These results show that many TIER users use the micromobility service via other applications.
Deep link integrations are much easier for us to implement and, in many cases, we always find that they have a significant impact. So we support both, and which one we do depends on the needs of the city and our partner applications.
Storm Gibbons
Towards new perspectives
Building on its success and aware of the ever-changing needs of users, TIER wants to go even further… The German company is now focusing on even greater integration to offer a more complete mobility experience. What’s more, to meet all users’ mobility needs, the company has expanded its range of services. In collaboration with various players, it has chosen to introduce new modes of transport to its offering, such as electric scooters and car-sharing solutions…
5 million is still a relatively small proportion of our total journeys, and we want to see it grow to rival the use of private cars.
STORM GIBBONS
To achieve its ambitious targets, TIER has set itself precise plans. Indeed, the company had implemented deep integrations in 65% of the cities where it operates by the end of 2022. It now aims to increase this figure to 80% by 2025. Discussions are already underway with new MaaS partners for possible integrations in the coming months…
