Olivier Pilot, Francois-Joseph Van Audenhove, and Mickael Tauvel have been studying the reasons traditional approaches to MaaS have failed, and they offer a model for a mature, value-creating MaaS initiative. It starts with digitally enabling organizational authorities to manage multi-modal mobility and connect users’ digital experience with physical access. As the authors suggest, account-based ticketing is key to this transition, decoupling a MaaS user account from the mobility-access device; simplifying account management; and allowing sophisticated, multi-modal back-end fare rules. They also argue for moving beyond the traditional plan-book/ticket-pay approach in favor of know-and-go.