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Clipper Innovations in Fare Payment California Transit Association Conference
®
Carol Kuester, Director, Electronic Payments November 13, 2014
Clipper = Seamless Travel Around the Bay Area
• Nine transit systems – Available to 95% of all transit riders
– 1.4 million active cards
– Processing $35 million/month
– More than 350 retailers
• Fare policy – 4 fare categories: adult, senior, youth,
disabled
– 4,000 unique fares
– 12,000 recognized transfer combinations
– 100 agency fare products
2
Clipper Works for Bay Area Transit Riders
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Transaction Volume, September 2014 Average Weekday Ridership Unique Cards Used Active Card Accounts Settle Transit Operator Revenue
779,348 787,783
1,506,726 $42,146,555
400,000
500,000
600,000
700,000
800,000
Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14
Unique Clipper Cards Used, September 2014
Benefits for Customers
Convenience – Autoload automatically
reloads value on card when it runs low
– More than one-third of registered Clipper cardholders are signed up
Financial Benefits – Day Pass Accumulators give
customers best deal – Currently offered for two
operators: AC Transit and VTA – Preferential pricing via passes
and discounts on cash fares 5
Benefits for Operators Interoperability – Offers wide variety of products – Supports multiple fare types: adult, youth,
senior, disabled – Supports complex transfers schemes
Integration with Regional Programs/Initiatives – Commuter benefits programs – Supports parking at BART – Parking pilot to test compatibility with pre-tax parking purse
Adaptable to Special Products – Institutional passes – Collectible and commemorative cards
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Benefits for Operators – Example:
SFMTA Free Muni for Youth • Accommodates new
participants on ongoing basis • Responsive to changing
requirements (i.e., changes in age eligibility, eligible services)
• Ability to replace lost, stolen & damaged cards - and disable the original pass to limit the risk of misuse
• Provides data, so SFMTA can monitor & evaluate the program
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Data Analytics
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– Negotiated data feed from current system contractor – Built rapid cloud hosted, scalable pilot transaction Data Store – More than 20 cases of insights useful for policy decisions for
operators in first few months – Data maintenance costs with analyst support under $3,500 per
month, a fraction of cost using other data gathering methods
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
3:00AM
5:00AM
7:00AM
9:00AM
11:00AM
1:00PM
3:00PM
5:00PM
7:00PM
9:00PM
11:00PM
1:00AM
Mea
n W
eekd
ay B
oard
ing
Tim
es
Adult
Youth
Senior
RTC
Weekday Clipper Boarding Times by Fare Category, September 2014
Mobile Access – Mobile-optimized website
mirrors desktop site – Automatic migration of
content – Greater customer
convenience – Planning for increased
mobile offerings going forward
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Website Traffic September 2014
Unique Visitors – Standard 149,173
Unique Visitors – Mobile 36,500
Total Website Visits – Standard 215,273
Total Website Visits – Mobile 59,926
Room for Local Solutions
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– For new Levi’s Stadium, VTA needed to maximize throughput and minimize boarding time
– Solution: Encourage regular riders to use Clipper and others to use new mobile app • Developed and maintained by third party • VTA-branded and -marketed • Mechanisms for visual inspection • Customer pays small transaction fee • Sell tickets by event • Support family ticket management • Provides reporting
Planning for the Next-Generation Clipper System
Include all of the regional agencies
Use lessons learned to establish requirements
Get the system that is best for the Bay Area
• System limitations – System architecture is from the late 90s, device components approaching end-
of-life – Complex regional policies limit flexibility
• Preparing for new procurement – Executive, Steering and Long-Range Committees meeting regularly – Work on vision for new system, concept of operations, and fare simplification
underway
Simple to use Easy to obtain Flexible design
Executive Committee Steering Committee Planning Committee
Customer experience Cost effective Seamless travel
For More Information, Contact:
Carol Kuester Director, Electronic Payments MTC 510.817.5853 ckuester@mtc.ca.gov
Visit www.clippercard.com
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Clipper Improvements and Innovations
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Area New Feature or Service
Description Result
Retail Channels Mobile website Mobile optimized version of web site
Enables real-time card registration, order placement and service information on mobile phone.
Back office Collection, Backup Funding & Reconciliation Manager
Integration of financial, order and smartcard systems to match orders, delivery and payments
Facilitates automatic refunds for undelivered orders, back-up funding sources and payment collection services
Customer Service Institutional Programs
Added support for institutional pass migration to electronic form
Operators able to introduce electronic replacement for paper passes to track use and optimize institutional pass programs
Data Analytics Clipper Analytics Data Store
Low-cost ride transaction level data analytics service using Cloud-based tools.
Analyst delivering 2-3 unique multi-modal and transfer insights per week to operators on approaching 1B Clipper® transactions for under $3500/month.
Risk Management Independent SSAE 16 Audit Report
Annual Certified 3rd Party Audit of System and Financial Controls
Reducing need for costly multiple operator audit procedures through independent continuous risk management procedures
Financial Settlement Enhancements
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Situation: – Clipper orders processed through card-based system – Orders and payments handled separately – Many manual steps to perform customer service Solution: – Facilitate automatic refunds for undelivered orders, back-up
fund source and payment collection – Integrate data from multiple order, delivery, payment
systems to account for web, retail, benefits channels – Match fulfillment to order to payment data – Automate key exception conditions, such as redelivery or
refunds for undelivered orders to save labor costs
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