  We formalize one aspect of reliability in the context of Mobility-on-Demand
(MoD) systems by acknowledging the uncertainty in the pick-up time of these
services. This study answers two key questions: i) how the difference between
the stated and actual pick-up times affect the propensity of a passenger to
choose an MoD service? ii) how an MoD service provider can leverage this
information to increase its ridership? We conduct a discrete choice experiment
in New York to answer the former question and adopt a micro-simulation-based
optimization method to answer the latter question. In our experiments, the
ridership of an MoD service could be increased by up to 10\% via displaying the
predicted wait time strategically.
