Choosing a mode of transport for any kind of trip generally involves few alternatives: either relatively low cost but rigid timetables and routes (traditional local public transport) or high cost but high quality and high comfort (taxi and private car). There is traditionally no service in between, despite the fact that a regulated local mobility market could support and promote the formation and development of a flexible transport system. The idea is to combine the traditional strong features of conventional public transportation (fixed routes and schedules) with on-demand services such as minibuses, collective taxis, car or bike sharing and car pooling. Services of this kind are all based on a service management centre, a call centre for booking, and a transport operator.
The Flexible Transport Services Agency in Genoa was designed to enable the introduction of new mobility services. It is a coordination, organisational, technological and management centre, bridging the gap between conventional public transport and new mobility demands, and implementing marketing and awareness-raising campaigns.