New mobility services (NMS) with innovative business models become more and more popular in cities and urban areas. This paper intends to make a scientific contribution to the field of enterprise architecture management in public transport companies. Previous work discovered the need for a recommendation or a standardized approach for the NMS integration into EA. Reference architectures intend to offer such recommendations, but the analysis of existing work showed that established reference architectures do not cover NMS sufficiently. Thus, the focus of this work is (a) examination of the feasibility of extending public transportation reference architectures and (b) developing the initial design of such an extension based on a complex real-world case. A demand-oriented in addition to supply-oriented approach to public transportation is one of the proposed features of the reference.