Consultancy to set the standardsfor self-print and mobile barcodes mobile tickets for
Technology Warning! Just because you cando something with new technology – Does not mean customers will adopt Does not mean that companies will make money from it
User Adoption of “new”? Normal people only try a new technology to do something… …if the old way of doing it is painful enough to make them try. At that moment: offer them a better way.
Why introduce eTicking? Operator Incentives: Reduce cost of sales Capex and Opex on people and machines Reduce queues Gather more customer Data Encourage modal shift through down-sell Enable new product types Increase revenue through up-sell and cross-sell Customer Incentives: Avoid the pain of queues Cheaper Tickets, such as Advanced or Oyster
UK Rail eTicket Types Barcode Contactless NFC ITSO National Smart-Card Season and Concessionary passes Self-Print Barcode Web Purchases Mobile NFC Walk-up, Advanced & all other tickets Mobile Barcode Walk-up, Advanced & all other tickets
ITSO is not Oyster not touch-in-touch-out not stored value wallet or payment Does have spare mi-fare capability on cards, but outside of ITSO scheme encodes individual entitlements same price structure as CCST Configure and purchase each ticket Season or Concession Passes Advanced (with paper counter-part) Walk-up (at TVM)
Mobile Purchase Workflow Human readable and scannable tickets (ToD pickup option for routes not accepting Barcode yet)
Mobile Barcode Tickets WAP/MMS/Images Any phone with MMS always has WAP SMS-pictures not big enough for RSP Compromise between text and barcode Re-sizing can be an issue DRM not everywhere Smart Application Full-screen, no re-sizing issues Text and barcode separate Application organises tickets
Key Usability Points: No sign-up process! no usernames no passwords Mostly off-line interface, SMS backup Fast repeated regular purchases Full screen barcodes for fast scanning
UK Rail Barcode Ticket Standard RSPS3001 Approved in December 2008as the UK standard for self print and mobile barcode rail ticketing
Shared Barcode Standard Public and open security Based on standard SSL certificates Each TOC generates and sign tickets with their own private key Scanners only contain list of TOC public keys to scan and validate Decentralised system robust and can operate off-line cheap to implement and use Share self-print and mobile barcodes between Operators and 3rd party retailers Integrate with standard EPOS
Soft Rollout of Scanners Free pennies £x,000 £££ £££££
Barcode Suppliers Working with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability
How to Rollout Barcode? Ask your existing Web ticket sales system provider to enable barcode ticketing, controlled by route and ticket type Brief revenue enforcement staff on how to perform visual inspection of e-Tickets Advertise it (in stations next to queues best) Gradually add scanners and gate scanners as each route experiences more adoption of eTickets
Benefits of Barcode: Customer Sign-up in the queue (no usernames or passwords) No queues ever again Quicker re-purchase Tickets same price Operator Lower cost per sale No need to expand stations Staged capital expense on scanners
Business Case & User Case People will only try to use new technology to do a regular daily activity… …if the old way of doing it is painful enough to make them try something new. At that moment: offer them a better way.