The initial growth of Mobility-as-a-Service (MaaS) was led by private companies rolling out ride-hailing services as financial investments and looking to scale the business without regard for mobility efficiency or urban infrastructure. However, this business model is negatively effecting cities rather than providing a sustainable societal value. By embracing the smart city concept, leading public transport authorities can develop publicly owned transportation platforms that focus on users’ needs rather than direct monetization. Is there a long-term future for unrestricted MaaS services? Does “new mobility” need to embrace all city stakeholders and smart data analysis to create a coordinated solution putting societal mobility needs first? Could cities rebrand and coordinate MaaS created by private companies as their own offerings?