Data sharing for smart mobility

We aim to improve access to all public transport and shared mobility offers holistically with the ultimate goal of convincing people that there is no need to use a private car

Sergio Fernández Balaguer, Project Manager of EMT Madrid

Mobility in major cities

In every city across the world, there are numerous public and private mobility companies that specialise in different services or transport “modes” – i.e. subway, buses, trains, trams, bicycles and cars. This is especially true in metropolitan cities such as Madrid, Amsterdam, Prague or Helsinki.

Several studies have found that in most metropolitan cities many people are not aware of the different public transport offers in their city. For example, the Spanish association for public transport operators – Asociación de transportes públicos urbanos y metropolitanos (ATUC) – published a report in 2017 that found that in cities with more than 1 million inhabitants there is a high percentage of people that are either unaware, or have limited knowledge, about the public transport services offered in their city. This lack of awareness or easy understanding of different public transport options in a city can act as a barrier for citizens to use it, thereby increasing private car usage and leading to road congestion and poor air quality.

Mobility in Madrid

In Madrid, there are about 70 mobility operators with services such as buses, trains, trams, cars, e-scooters, bicycles and motorcycles. Of these, 41 are public transport operators while the others are private shared-mobility operators such as Coup, Car2Go, Muving, Emov and VOI. Coordination is provided by the regional transport authority: the Consorcio Regional de Transportes de Madrid (CRTM), a public body responsible for planning the mobility infrastructure. Currently, to enable smoother co-ordination between the different mobility operators (public and private), CRTM is collaborating with the municipality’s public transport company Empresa Municipal de Transportes de Madrid (EMT Madrid) under the framework of CIVITAS – an EU H2020 project – to develop a multi-modal platform: Mobility as a Service Madrid (MaaS Madrid).

MaaS Madrid: coordinating mobility data between private and public organisations in Madrid

MaaS Madrid offers the official mobile app of EMT Madrid and aims to facilitate sustainable mobility in the city. It is a shared initiative between businesses and government bodies that allows users to access information in real-time from the aforementioned mobility operators on a single integrated platform.

We are currently at the end of MaaS Madrid’s first phase. The goal of this first phase is to create a first version of their data aggregator that will help integrate all the mobility data from the different transport providers into the app, that is already available to use on iOS and Android devices.

A win-win business model

There is great potential in sharing mobility data as a business model. If the involved private and public organisations share their data, then the citizens and tourists using transport services can better discover and use them. New data-driven services can provide (potential) users with information on the length and duration of a trip, the cost of the different options and how to combine them for the fastest or cheapest route. With this overview and information, citizens and tourists will thereby find less convenient to use a private car.

In addition, once MaaS Madrid is fully functional after the launch of the next and second phase in the project, the City of Madrid will start collecting aggregated anonymous real-time data from the app to help in city planning. This aggregated data will enable the municipality to improve Madrid’s infrastructure, reduce road congestion and update their public transport services to better suit the needs of their citizens and tourists.

The future of MaaS Madrid

As of September 2019, MaaS Madrid is still in its second phase and the new version of the app will be launched in the late autumn or early winter of 2019. Once this stage is complete, too, MaaS Madrid will be fully functional and the app includes a travel planner for users to find the best travel options to get from point A to B in the city that is based on their preferences, purchase history and payment options.

Moreover, in the future the app also aims to be more interactive and provide incentives for users to use mobility services over private cars. These incentives are not yet finalised; however, they will aim to stimulate citizens to use public and shared mobility services. For example, if a user uses the combination of a bus and a shared bike, a reward scheme may give them points that they could use to get a free coffee at a coffee shop at the public transport station.


MaaS Madrid




Southern Europe




2018 - ongoing


Business model



The majority of mobility services in Madrid – including public transport and complementary services of shared mobility: BiciMAD, Car2Go, eCooltra, Emov, Ioscoot, Muving, Obike, OFO and Zity, radio taxi, etc.

Type of organisations

Public and private organisations that specialise in mobility services, i.e. trams, busses, and shared car services.

Data sharing model(s)

Data partnership

Core impact

Increased efficiency of urban transport and improved seamless mobility experience for citizens.


All mobility services in Madrid are available on a single tool connecting over 3,000 vehicles in operation across Madrid. Authorities in Madrid have encouraged car sharing through a series of initiatives and incentives.

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