KIT – University of the State of Baden-Wuerttemberg and National Research Center of the Helmholtz Association
INSTITUTE FOR TECHNOLOGY ASSESSMENT AND SYSTEMS ANALYSIS (ITAS)
www.kit.edu
Maike Puhe (KIT – ITAS)On behalf of the ETAG Consortium
Integrated urban e-ticketing for public transport and touristic sitesDrivers and barriers for implementation
2 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG
Ticketing – Integrated Ticketing – Smart Ticketing
Different types of tickets, based on the mode, the area of travel and the technology
Users, especially when travelling abroad, are likely to loose overview
Integrated tickets are valid for all modes in that area and/ or for more than one operator
They are not necessarily “smart”
Smart tickets/ e-tickets usually store information electronically and pursue a multiservice approach
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Terence Ong
3 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Integrated ticketing has been on the agenda of EU Transport Policy for over a decade:
Ticketing – Integrated Ticketing – Smart Ticketing
2001 White Paper: changing transport modes for passengers “highly problematic”, integrated ticketing “to facilitate transfers from one network or mode to another”
2006 Action Plan on Urban Mobility: assistance for urban ITS applications, promise to “launch a study on improving the interoperability of ticketing
2009 EC Communication “A sustainable future for transport” notes “Transport documents and tickets should be made electronic and multi-modal, while preserving privacy of personal data”
2011 White Paper: “Smart inter-modal ticketing, with common EU standards that respect EU competition rules is vital.”
4 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG
Technical view on e-ticketing – Fare Media
Basically, two forms of e-ticketing media:
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Smart Cards Most common e-ticketing medium, not only in transport Modern smart cards either equipped with RFID or NFC Communication with the reader either:
Contact-based Contactless
Mobile ticketing: Virtual ticket is sent to a mobile device, textual or graphical content Location independent Three technical solutions exist:
SMS based transactional payments Optical character recognition (OCR), e.g. QR code Near Field Communication (NFC)
5 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG|Maike Puhe | ITAS | EP, STOA, 16.10.2013 |
Ticketing – Integrated Ticketing – Smart Ticketing
Most tourist destinations offer “destination card”, combining relevant tourist attractions on one card, often including public transport
Europe: no complete interoperability, several national organizations exist, European Alliance for interoperability has been set up in 2012
Many cities are experimenting with integrated e-ticketing, issuers are mainly public transport operators
High one-time investment costs, mainly beard by public transport operators and/ or authorities
Increasing importance of intermediaries: financial service providers and telecommunications operators opening up new business models
Situation today:
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E-Ticketing example:
Nation wide approach for rail network and 8 local public transport networksCheck-in/ check-out NFC tag or QR code: GPS detection Mobile phone acts as a ticket machinePaying in advance for each trip is replaced by subsequent and monthly paymentAutomatic fare calculation Based on duration, length, discounts System allows best price calculation No tariff knowledge needed
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Touch & Travel, Germany
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Summary
Technology is available, but still no all encompassing solution for Europe
Various cities and regions in Europe are setting up e-ticketing schemes, mostly initiated by public transport operators
High one-time investments can be reduced significantly by applying modern technologies
Multi-service approach seems to have considerable attractiveness
most successful schemes in Asia already offer multiple services
Different types of e-ticketing media and identification technology exist
not yet clear which technology makes the run
likely that customers desire different payment options
Implementation problems must be caused by other factors
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
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Socio-economic view on e-ticketing
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Public transport operators and authoritiesRole:• Offer a well-established market segment• Inform users about products, tariffs and additional services
Possible benefits:• Increasing passenger levels• Reduces operating costs• Accurate data acquisition
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Socio-economic view on e-ticketing
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Tourism sectorRole:• Offer a well-established market segment
Possible benefits:• Provides branding and marketing opportunities• Accurate data acquisition• Additional features (e.g. Smartphone guided city tours)
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Socio-economic view on e-ticketing
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Financial service providersRole:• Development of interoperable application software• Issuing and promotion of contactless cards
Possible benefits:• Replace small cash transactions/ reduce cash handling costs• Driving forward the general acceptance of e-payment• Offers potentials for additional transactions
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Socio-economic view on e-ticketing
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Telecommunications operatorsRole:• Development of NFC applications for mobile devices• Provide access to customers mobile devices
Possible benefits:• Additional services might attract and preserve customers• Additional fees for GSM/ UMTS transactions
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Socio-economic view on e-ticketing
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Governments and other administrative authoritiesRole:• Provide strategic leadership• Support the roll-out
Possible benefits:• Reduces congestion and car-based emissions• Provides identity to the community • Increases economic conditions for companies
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Socio-economic view on e-ticketing
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Existing and potential end-usersRole:• Purchase the product based on their willingness to engage
Possible benefits:• Enhanced ease of use• More flexible mode choice and easier interchange• Time and cost savings
... BUT
14 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Socio-economic view on e-ticketing - Existing and potential end-users
Source: Flash Eurobarometer 312 (2011)
What‘s the market for integrated ticketing?
AECOM study, Flash Eurobarometer, EU Transport White papers, all indicate a „latent public support“ for integrated e-ticketing
...BUT
15 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Socio-economic view on e-ticketing - Existing and potential end-users
Transport behaviour depends on:Purposes: commuting, leisure, business travelFrequencies: daily, regular, occasionalDistances and destinations Routines, attitudes and preferencesTechnological media
Modal choice does not depend on technical media alone
Most likely users: regular users and those not familiar with all tariffs (e.g. tourists)
Integrated tariff systems indeed encourage car users to try out public transport, but other attributes, such as accessibility or reliability must be provided to sustain modal shift
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Conclusions
| Maike Puhe | ITAS | EP, STOA, 16.10.2013|
Variety of stakeholders with different interests and drivers – integration of additional services means increase in complexity
Several studies and surveys indicate that uncoordinated institutional action is seen as a major barrier for implementation
Exact nature of schemes should be left to local level, in respect to local circumstances, subsidy models and transport networks
The EU can encourage the use of existing standards, provide model agreements, facilitate the sharing of best practices, development of model designs and quality indicators
Apart from enormous dynamics in the market, user needs are particularly important for the success or failure of the schemes
There is reason to doubt that integrated ticketing alone will increase public transport usage, lack in empirical knowledge on user needs, expectations and (privacy) concerns
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Many thanks for your attention!
|Maike Puhe | ITAS | EP, STOA, 16.10.2013 |
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Project Design
|Maike Puhe | ITAS | EP, STOA, 10.10.2013 |
Phase 1: (01.01.13 – 15.06.13): Comparative overview of current ticketing systems used for public transport and touristic sites
Overview of existing and emerging e-ticketing systems Analysis of drivers, barriers and potentials of involved stakeholdersAnalysis of behaviour, perceptions and attitudes of end-users
Methodology: Desktop research
Phase 2 and 3 are optional Initiated when findings of phase 1 confirm the need for further researchInitial idea was to analyse the key factors to inspire the implementation and to give policy recommendations
Recently published studies have similar focus and give clear policy recommendations and guidelines
19 European Technology Assessment GroupITAS DBT FCRI ISI IST ITA TC RathenauETAG|Maike Puhe | ITAS | EP, STOA, 10.10.2013 |
Technical view on e-ticketing – Identification Technologies
• Global standard for credit and debit payment cards, including card accepting devices (e.g. ATMs)
• Members include Visa, MasterCard, American Express, JCB, China UnionPay
QR Code
NFC
EMV
• Usually attached to an item (e.g. a poster), containing information about it
• By scanning the code with phone, users receive marketing information
• Advancement of RFID technology (existing technology can be used)
• Integration of different independent payment services possible (electronic wallet)