ODIN PASS Mobility as a Service app
Project: ODIN PASS: A Mobility as Service trial at UQ
Project partners: Transport and Main Roads Queensland (TMR), University of Queensland, iMOVE
In July 2021, Queensland’s Department of Transport and Main Roads (TMR) and the University of Queensland (UQ) in partnership with iMOVE CRC launched Australia’s largest Mobility as a Service (MaaS) trial with an application (app) called ODIN PASS.
MaaS helps people personalise and optimise travel by combining multiple public and private transportation services and affordable fee structures into a single digital platform. Supported by an integrated transport network, if adopted at scale, it can lead to less traffic congestion, decreased emissions, and healthier communities.
ODIN PASS has allowed more than 5,500 UQ students and staff to book and access bus, train, tram, ferry, e-scooter, e-bike, bike, taxi, and car sharing services through different fixed-priced bundles. Transport services providers involved in the trial include Translink, Neuron, Beam Mobility, 13CABS and GoGet.
The trial recently passed a milestone of 13,000 travel bundles sold, which has resulted in more than 500,000 public transport journeys. In many cases students and staff have decided to leave their cars at home, saving a private trip. In fact, a recent UQ survey revealed 54% of Odin Pass users reported using their cars less since signing up.
“The insights coming out of ODIN PASS are phenomenal and it’s really encouraging to see a reduced reliance on
the private vehicle, which is one of the advantages of implementing MaaS” – George Chemali, Project Director.
Since launch to 31 October 2022, ODIN PASS had 5,444 users participate in the trial with 13,240 mobility bundles sold, with over 46% (2,519 users) of trial participants purchasing two or more bundles.
More than 500,000 public transport trips.
Over 22,000 micromobility trips.
More than 94% of total recorded trips include walk legs
Buses accounted for about 80% of public transport (PT) trips.
More than 20% of micromobility trips are first/last mile trips to/from public transport stations.
More than 94% of booked multi-modal trips include walk legs, followed by 85% of trips with bus legs.
54% of ODIN PASS users reported using less private car since their participation in the MaaS trial.
51% of ODIN PASS users reported travelling more using PT and micromobility services since their participation in the MaaS trial, and 18% reported travelling by different modes compared to their travel behaviour before the MaaS trial.
Leading the way
Thanks to the ODIN PASS trial, Australia leads the pack in the Southern Hemisphere when it comes to MaaS.
“MaaS is emerging and the value proposition is still being explored. So, what we’re doing in Queensland is building and contributing to that future transport and mobility case. In 10 years’, time, 20 years’ time, when future generations are travelling, MaaS could be what they use to travel,” Ishra Baksh, Executive Director (MaaS Program Management Office) said.
“The benefits that can be realised from MaaS are significant. If implemented right, Queenslanders could see more customer responsive services, enhanced liveability and land use, improved value for money outcomes, improved road and transport safety outcomes, more people using public transport, and direct support for Queensland jobs and economic growth.”
Dr Jake Whitehead, CEO of ODIN PASS Pty Ltd (the company established to operate the program), said he looked forward to the remainder of the trial.
“This is one of the first projects that has been able to collect multi-modal data and we already have great insights showing how people across Southeast Queensland link together different modes, such as e-scooters and trains, to get from A to B,” Dr Whitehead said.
“We’ve seen strong demand for our fixed price, unlimited transport options, and we look forward to seeing how these kinds of offerings could be expanded across Queensland.”
Market and Ecosystem Opportunities
TMR has an endorsed business model that encourages private sector to innovate and participate. The dynamic nature of the transport ecosystem coupled with upcoming major events in Queensland including the the Olympics and Paralympic Games in 2032.
“One of the things that we are noticing is that without public transport, there is no MaaS. Public transport is the backbone of the system. But we don’t want to be the only MaaS operator,” Chemali said.
“We want to enable an environment where it’s profitable for industry to come in and be the MaaS operators. ODIN PASS is a great business case for showing demand, user take-up and potential profitability.” Ishra Baksh, Executive Director (MaaS Program Management Office) said.
iMOVE managing director Ian Christensen said the ODIN PASS trial has placed Australia at the forefront of MaaS research, making it well-poised for potential large-scale adoption in major cities.
“The ODIN PASS trial gives us a chance to study why people choose different modes, and how MaaS can not only provide a fairer way to pay for transport – no matter where you live – but also encourage a shift towards more sustainable transport modes,” he said.