In so doing, public authorities and private operators will need to account for the growing diversity of options that can be mobilised to improve mobility and access outcomes. In this context, perhaps a more relevant conceptual lens for this century's urban transport systems is between transport using one's own vehicle and transport provided by personalised or shared services. Capturing the diversity of innovative mobility services is not straightforward since business models are constantly evolving and new services are continually being trialled - even within individual companies.