"What would make you give up your car?" That's the seemingly simple question at the heart of Sampo Hietanen's work. Hietanen is CEO of the world's first Mobility as a Service (MaaS) company, MaaS Finland Oy, having recently left the same role at Intelligent Transport Systems Finland, which was instrumental in managing Helsinki's transition towards a disruptive new model of urban mobility. This disruption looks a little different from the hoverboards, Hyperloops, manned drones and driverless cars that have dominated transport news in the past year. Google may have announced it has self-driven over a million miles since 2009, but there is a quieter transport revolution taking place that deserves far more attention.