On-demand transport systems research by Professor Moshe Ben-Akiva and postdoctoral associate Bilge Atasoy, in collaboration with Fujitsu Laboratories, was presented on May 15-16 at the Fujitsu Forum 2014 in the Tokyo International Forum. Flexible Mobility on Demand (FMOD) is an innovative public transportation service that receives ride requests and then designs in real time a set of options including customized taxi, shared-taxi and fixed route mini-bus services in low density suburban areas. An optimization framework integrates scheduling, assortment optimization and choice modeling methodologies. This framework is expected to improve passengers’ satisfaction, increase operators’ profit and provide personalized public transportation.