The MaaS Scotland Annual Conference: Online Sessions consisted of four online sessions each exploring key themes from this year’s conference. Taking place across September and October, each session the MaaS Scotland team was joined by a variety of experts from across the MaaS sector who shared insights, experience and provided updates on important MaaS projects. We’re delighted to share that all four sessions are now available to view below:

Session 1 – Scotland’s Project Landscape – MaaS Investment Fund and Project Pipeline


The opening session of MaaS Scotland’s online Annual Conference focuses on Scotland’s project landscape, providing an overview of current and future MaaS activities across Scotland.

As well as providing updates from the individual projects supported through Scotland’s MaaS Investment Fund, attendees also heard about the strategic aims of the fund and how MaaS can support Scotland’s wider transport objectives.

In addition, the session also highlighted the growing project pipeline emerging in Scotland via a project ‘showcase’.


Graeme Dey, MSP, Minister for Transport

Juliet Bell, Smart Programme Manager, Smart and Integrated Ticketing, Transport Scotland

Laura McCaig, MaaS Delivery Manager, Transport Scotland

Ranald Robertson, Partnership Director, HITRANS

Steve Cassidy, Founder, Fuse Mobility

Gary McRae, Head of Electric Mobility, Urban Foresight

Alistair McLeod, Project Manager, Transition St. Andrews

Session 2 – The role of MaaS in supporting positive behavioural change


Behavioural change is arguably the key variable in our ambitions to reduce transport emissions and meet Scotland’s national goal of net zero by 2045. It is clear that there must be a fundamental shift in the way we consume transport if we are to significantly reduce the sector’s contribution to Scotland’s carbon footprint. A mixture of measures will be required, from policy and taxation to improved planning and design and technology implementation.

This session explores the role of MaaS as part of a menu of measures required to compel the significant behavioural changes necessary to change the way we consume transport and drive down emissions. Together with our panel of experts we discuss topics including user & stakeholder engagement, inclusive design, incentivisation, messaging and policy levers.


Alex Sbardella, Head of Product, Unicard

Beate Kubitz, Transport Consultant, Beate Kubitz Associates

Melinda Matyas, Senior Researcher in Mobility, TRL

Kate Barnard, Founder and Director, Enjoy the Air Ltd

Session 3 – Delivering MaaS: Governance Frameworks & Policy


The way we deliver future transport services will be crucial in our efforts to achieve net zero by 2045. At a regional and national level, we must ensure that the correct policy instruments, governance frameworks and funding mechanisms are in place that will support more accessible, integrated, affordable and environmentally friendly services. These must also be adopted in such a way as to continue to encourage private sector collaboration and investment.

This session will explore governance and policy levers to support the upscale of more sustainable transport services and compel behavioural change. Together with our panel of experts we will discuss topics including governance models, data and interoperability, future transport funding, procurement and messaging.


Olga Anapryenka, Principal Consultant, Steer

Hayden Sutherland, Founder and Chair, Open Transport Initiative

Helen McGuire, Policy Advisor, Future of Transport, Department for Transport

John Birtwistle, Head of Policy, First Bus

Session 4 – The Road to COP26: How MaaS can support a sustainable transport future


In November this year, the UK will host the 26th UN Climate Change Conference of the Parties (COP26). Scotland, and in particular the host city of Glasgow, will become the focal point of efforts to combat the global climate emergency.

This once in a generation event provides a unique opportunity for Scotland to position itself as a global lead in tackling the climate emergency and those operating in the transport sector must use this platform as a catalyst for change.

This session will discuss the role of MaaS, and future transport more generally, in our attempts to tackle climate change and develop a more sustainable future. This will be a broad session covering panellist’s views on the direction of future transport and what is required over the next decade to meet our ambitious net zero targets.


Councillor Anna Richardson, City Convenor for Sustainability and Carbon Reduction, Glasgow City Council

Anna Allwright, Cubic Transportation Systems

Maria Karamgianni, Professor of Transport Systems, Innovation and Sustainability, UCL

Graeme Scott, Director, IBI Group

Laura Holloway, Head of Government and Public Affairs, UK and Ireland