Mobility as a Service in MENA: An Educational Guide from Basics to B2B Excellence 2025

Learn How MaaS Transforms Transportation for Everyone in the Middle East and North Africa, with a Focus on Business Applications

Published September 29, 2025 | Mobility Research Analysis | Word Count: 10,000

MaaS Basics for Beginners

What is MaaS?

Mobility as a Service (MaaS) is a way to make transportation easier by combining different travel options—like buses, taxis, bikes, or shared cars—into one app. Instead of owning a car or checking multiple schedules, you use one platform to plan, book, and pay for your trip. For example, in Dubai, you can use an app like Careem to book a taxi or a bike, or even plan a bus ride, all in one place. MaaS saves time, reduces traffic, and helps the environment by encouraging shared transport.

Who Uses MaaS?

MaaS serves two main groups:

• Business-to-Consumer (B2C): Everyday people, like students or workers, using apps to get around. Example: A teacher in Riyadh books a Careem ride to work.
• Business-to-Business (B2B): Companies using MaaS to manage transport for employees or goods. Example: Aramco uses MaaS to shuttle workers or deliver supplies, saving money.

This report focuses on B2B, where businesses use MaaS to make operations smoother and cheaper.

Why is MaaS Important in MENA?

MENA has young people (50% under 30), growing cities (85% urban by 2030), and busy economies (4% GDP growth). MaaS helps with:

• Traffic: Cities like Cairo have 42% delays due to congestion. MaaS reduces car use.
• Environment: Green vehicles cut pollution (e.g., 21M kg CO2 saved in Dubai).
• Economy: Supports tourism (18.3M visitors to Dubai in 2024) and logistics (5-8% GDP).

For experts, MaaS aligns with plans like Saudi Arabia’s Vision 2030 for smart, green cities.

How MaaS Works: A Step-by-Step Guide

For beginners, here’s how MaaS works in simple steps:

For B2B, companies use these steps to manage fleets (e.g., buses for workers). For B2C, individuals use apps to book rides. Professionals note: AI and telematics make this process 25% more efficient in B2B settings.

MaaS Market: Size and Growth

For beginners, MaaS is a huge industry, like a giant store for transport services. In MENA, it’s split into B2C (70%, e.g., apps for commuters) and B2B (30%, e.g., company fleets). Saudi Arabia leads (40% share), followed by UAE (30%). For professionals, B2B grows at 18% CAGR due to corporate demand.

Technology Behind MaaS

Key Technologies Explained

MaaS uses technology to make transport smart:

• Telematics: Tracks vehicles with GPS, like seeing your taxi’s location on a map. Used by 85% of B2B fleets.
• AI: Plans the fastest routes or predicts repairs, saving 15% time. Example: SWVL’s AI cuts idle time.
• IoT: Connects vehicles to the internet, like your phone updating apps. Reduces downtime by 15% in B2B.
• Green Tech: Electric or hydrogen vehicles cut pollution. Example: Qatar’s 73% electric buses.

B2B MaaS: Advanced Insights for Professionals

Why B2B MaaS Matters

B2B MaaS helps companies manage large-scale transport, like employee shuttles or delivery trucks, saving 20-30% in costs and 15% in emissions. It uses advanced tech to optimize operations, unlike B2C, which focuses on individual trips.

Drivers of B2B MaaS

Challenges for B2B MaaS

Real-World Examples

Careem (UAE) – B2C and B2B

Beginners: Careem’s app lets 10M people book taxis, like ordering food online. Its B2B service helps 1,000+ companies transport workers.
Professionals: B2B cuts costs by 20% with AI routing, achieving 89% satisfaction.

SWVL (Saudi Arabia) – B2B

Beginners: SWVL runs buses for companies like Aramco, like a school bus for workers.
Professionals: Saves 25% costs, 15% emissions, with 85% fleet use.

Dubai RTA S’hail App – B2C

Beginners: S’hail helps 5M people plan bus or taxi trips.
Professionals: Reduces car use by 12%, with 90% user satisfaction.

Abu Dhabi Green Buses – B2B

Beginners: Electric buses for companies, saving money and pollution.
Professionals: 73% electric, cuts CO2 by 21M kg, costs by 18%.

B2B vs. B2C MaaS

Economic and Job Impact

Beginners: MaaS creates jobs (like drivers or tech developers) and grows the economy.
Professionals: Contributes USD 25-40B to GDP, 120,000 jobs (50,000 tech, 30,000 infrastructure), with B2B driving 80%.

Future of MaaS

Frequently Asked Questions

Recommendations

For Governments

• Unify MaaS rules for B2B and B2C.
• Build 10,000 EV chargers by 2030.
• Subsidize green vehicles.
• Expand 5G to rural areas.

For Businesses (B2B)

• Use AI for 20-30% savings.
• Adopt green fleets for ESG goals.
• Partner with MaaS providers.
• Train staff for tech (80% by 2028).

For Consumers (B2C)

• Offer app discounts.
• Integrate public transport.
• Promote shared rides to cut car use.

For Suppliers/Dealers

• Offer B2B subscriptions (15-20% margins).
• Use data for personalization.
• Supply EV parts (30% CAGR).

Conclusion

MaaS makes travel in MENA easier, cheaper, and greener for people (B2C) and businesses (B2B). With a USD 25-40 billion economic boost and 120,000 jobs by 2035, B2B MaaS leads the way for smart, sustainable cities.