Worldwide, the evolution of technology, social and environmental changes are putting people at the centre of the transport system. A growing public desire for private car alternatives has led to new policy and financial support for transit, cycling, wheeling and walking. Trends indicate greater investment in public transit and new services occurring in parallel to the digitisation of transit thus creating more personalised options for customers to plan, book and pay for their travel at their convenience. 
MaaS is a model for mobility services that integrates options offered by multiple independent transportation / mobility providers into one platform with a customer facing mobile application. This allows travellers to plan, book and pay for their mobility needs through a single portal, offering a viable and more attractive alternative to fragmented mobility. The narrative to date generally suggests a focus on ‘app’ features made rather than MaaS system application and benefits to customer / users, operators and planners alike.
MaaS presents opportunities for decision makers / planners to shift the focus towards mobility outcomes in harmony with societal objectives, rather than focus on individual transport solutions or services. However, there are significant challenges to implementation within the local mobility eco-system, depending on the local legislative landscape, market forces, transit operations regimes, and geographical contexts. 
This paper considers MaaS implementation in the UK, focusing on live and emerging deployments, the importance of balancing customer and technological needs and what this means for the Australian / NZ context and application.