“Mobility as a service is the 21st century equivalent to the Ford Model T, which gave people the freedom to go wherever and whenever they wanted,” said MaaS Global CEO Sampo Hietanen. He was speaking ahead of today’s release of a study which found that his startup company’s Whim app has massive potential to get people out of the habit of using cars.

“Whim is better than owning your own car,” Hietanen told Forbes.com.

Hietanen is one of the “fathers” of mobility-as-a-service, or MaaS. The concept dates back to 1996 when the creation of an “intelligent information assistant” was suggested by data scientists during the ENTER tourism conference held that year in Austria.
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