14.05.08
The future of train travel is Smart
Change happens! Today’s mobile generation customers want the convenience, ease and control of hassle-free transport ticketing instead of the more complicated process that most of us still face in UK transport. Simplicity is key, ease-of-use must be an end in itself and customer-centric design wins every time. Many transport operators are therefore looking at smart media ticketing to deliver these ‘new’ features to attract customers onto their networks
How will transport operators embrace customer demand for smart media ticketing? Innovative companies like thetrainline.com are working with transport operators to shape the future, based on a mix of experience and vision. Trainline, the UK’s first independent online rail ticket provider, have recently completed ‘Trainline Smart’, an internet and phone-based smart media ticketing system which allows customers to combine features like payment and loyalty with ticketing on the same travel smartcard. Trainline’s system offers simplified ticket choice based on previous purchases together with internet download of tickets to make the process straightforward for travellers. The UK government is also backing smart ticketing as a core part of the future of rail and bus travel in Britain by requiring winning bidders for rail franchises to introduce ticketing systems that comply with standards set by the Integrated Ticketing Smartcard Organisation (ITSO).
The success of smart ticketing in London is widely seen as a test case for the technology in the UK although London is not yet ITSO compliant. Over 75% of travellers regularly use the Oyster smartcard for public transport journeys in the capital. To be adopted widely by customers, national smart media ticketing needs to be even more innovative and flexible on the one hand and simple to understand on the other. This is where Trainline have added additional functionality to Trainline Smart - a behaviour engine, which associates a ticketing product with actual behaviour. In practice this means that tickets with renewal prices influenced by usage can be introduced – for example different prices for peak or off-peak services and ‘3 days per week’ season tickets. The Trainline Smart customer message is ‘best value’ but at the same time allowing train operators to provide incentives for individuals to use different services and reduce overcrowding or to quickly issue new fares and ticket types in response to customer demand.
Jeremy Acklam, Trainline business development director, says: “Practically any rail ticket product can be offered through Trainline Smart and customers will be able to choose between automatic and manual top-up/renewal so their smartcard or smart phone is always in credit with new tickets when they need them. Trainline Smart offers customers the added advantage of being able to manage their account securely via a regular mobile phone as well as via the Internet. Talked about for many years, UK transport smart media ticketing has finally arrived!”
Jeremy will be presenting the new Trainline smart ticketing at the Moving On conference taking place 16-18th June in Liverpool. Hosted by Merseytravel, the Moving On conference is one of the few events where those delivering transport services are able to join with local and national politicians and other key transport decision-makers to look at real problems and consider innovative solutions. This year’s programme looks at the key elements of concessionary travel, smart cards, environment and the Disability Discrimination Act and how they all impact on public transport policies and technologies.
One of the big features of the programme will be the first ever public debate between the director generals of all the PTEs which will focus on the everyday barriers to delivering more transport, cheaper transport and better transport and will explore new solutions to old problems. The debate will be hosted by Professor Eric Sampson, chairman of ITS (UK).
Tell us what you think – have your say below, or email us directly at [email protected]