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09-Oct-2017 12:22:09
by James Gooch

Masabi's 7 step 'Mobile First' approach to delivering fare collection innovation

In the past, transport providers either gave you an old fashioned paper tickets, magnetic tickets and smartcards. This meant that they needed complex infrastructure to facilitate that payment and validate the ticket, as well as to distribute pieces of plastic or paper that allow riders to travel. The future of ticketing turns this approach around and tries to remove both expensive single purpose infrastructure and the need to issue a piece of paper or plastic, saving agencies money. This is the approach we call BYOT (Bring Your Own Ticket).

The ubiquity of the smartphone, the increased proliferation of contactless cards and the availability and speed of the internet have enabled cloud-based software delivery to flourish, and with it brought better ways to run ticketing for public transit.

In this post we run through a short 7-step guide to move agencies to a BYOT set up, enabling organisations to save money and improve the passenger experience. It may be that you do all seven steps at once, enter at step 3 or 4, or skip a step. It is also true that every transit system is different. If you would like to discuss your fare set up with a consultant from Masabi, we can set this up and provide more specific advice based on your infrastructure, pain points and objectives. 

 

1, Mobile Ticketing - Mobile ticketing is now available for agencies and operators around the globe, no matter their size, via a ‘fixed monthly fee’ or ‘percentage of fare revenue’ model. It is also extremely quick to deploy - we deployed Fire Island Ferries in just 23 days after contract signature and National Express in only 7 weeks. Mobile ticketing does not require any capital expenditure or hardware, and can run alongside the existing fare collection system. Often mobile ticketing is deployed using a visual digital ticket inspected via drivers or inspection staff, or upgraded to a scanned solution using validation devices.

 

2, Validation - Once you have a successful mobile ticketing deployment, the next stage is validation and adding in a foolproof way of ensuring any fare evasion is minimised. Today, mobile barcode is the most accepted way to deliver contactless mobile ticketing, as it works on all smartphones with a simple app download and does not require any changes to Sim cards. Despite the use of barcode, it is worth noting that validation devices should be multi-format to enable multiple technologies to scan, to give flexibility on future ticket formats and to ensure you do not lock out innovation. These devices are becoming more and more cost-effective for organisations of all sizes, and Masabi has the experience bringing off-the-shelf and customised solutions to cities around the globe. 

 

3, SDK Integration - The availability of the Justride SDK, the world’s first mobile ticketing SDK for public transport, means you can now integrate the market leading mobile ticketing platform into existing or new applications. This enables riders to buy tickets from multiple applications within an urban ecosystem. The SDK is currently live in Orleans and Montargis in France and will be live in North America in the coming months. 

 

 

A mobile ticketing app may well be the best option for commuters and regular riders, but for people visiting a city or using a journey planning app to navigate to a new destination, the ability to seamlessly purchase tickets from the same application gives better accessibility and choice for passengers. It also removes the barrier of having to figure out how to buy a ticket. In our view, because this approach gives passengers more accessibility and choice it should help increase public transit ridership.

 

4, Account-Based Ticketing - Account-based ticketing means riders no longer need to buy a ticket before they travel, they simply need to have an account and credit can be taken post journey. This is the next step in making travel via public transit even more seamless. Passengers can use a mobile barcode and stored value account to scan onto public transit and just ride, or another token such as a contactless credit/debit card.

 

 

 

5, Adding Other Tokens - Once account-based ticketing is operational you can add in other tokens such as contactless credit/debit card and smartcards. Masabi’s Justride platform supports both pre-pay and account-based fares along with multi-format tokens, meaning people can chose whichever token is best for them. As people use the ticket machine in their pocket or the ticket already in their wallet, agencies can reduce proprietary tickets over time and save card issuance and cash handling costs.

 

6, Enable the Unbanked - Agencies around the word can't operate just for a small percentage of riders; they need to make public transit available to everyone, and that includes people without a bank account. By using retail shops, agencies can deploy paper tickets using receipt paper. This has the advantage of being extremely cost-effective and has positive side-effects for local retail outlets. You can also partner with providers to exchange cash for digital credit and load this onto mobile accounts. With Masabi’s account-based system you can exchange cash for digital credit for your Justride account.

 

7, Public Transit Mobility-as-a-Service Offering - Not all transit trips exclusively use public transit. Adding connecting services and joining together urban mobility applications and other operators is the final step to deliver complete first-last mile journeys. By connecting various best-of-breed services via the SDK and deeplinking - all underpinned through an account-based back office, passengers can tap on and off transit services - whichever they use - and pay the best possible fare. The extension of services from the central public transit system will have a positive effect on the rider experience and rider numbers, helping increase public transit ridership in cities around the globe.

 

At Masabi we are trying to do things differently and better than traditional fare collection solution providers; helping create seamless riders experiences while reducing cost and increasing operational efficiency for agencies of all sizes around the globe. If you have any questions about the ‘Mobile First’ approach please email: james.gooch@masabi.com

Written by James Gooch

Head of Marketing at Masabi.
Find me on:

Ticketing & Urban Mobility Blog

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