The Added Value of a New, Innovative Travel Service: Insights from the UbiGo Field Operational Test in Gothenburg, Sweden

Findings suggest that potential early users are initially incentivized by curiosity, but that this must be transformed into practical incentives such as convenience and economic advantage if the users are to continue using the UbiGo transport broker service.

Abstract

The aim of this chapter is to introduce the UbiGo transport broker service developed in Gothenburg, Sweden, and to discuss insights from the six- month field operational test regarding incentives for users adopting new travel services as well as perceived added value. Results are presented from participant questionnaires, interviews, and travel diaries. Findings suggest that potential early users are initially incentivized by curiosity, but that this must be trans- formed into practical incentives such as convenience and economic advantage if the users are to continue using the service. Customers also found added value in the “transportation smorgasbord” concept, 24-hour customer support, new types of subscriptions and tickets, and having everything in their smartphone, but wished for more personalized decision support and feedback. Concern for the environment functioned more as a bonus than as an incentive, meaning that the environmentally friendly choice must also be the practical choice in order to promote sustainability.