Next Stop: Product

Description

Value Added Service to Existing Bus Stops

Notify buses to stop at bus stops for

passengers to board.

Notify passengers that bus has arrived

Basis of system is that you select your bus

number on a panel

Number is reflected on signboard for bus

drivers to see.

Allows passengers to utilise their waiting time and yet do not have to worry about missing the bus

Avoid missing the bus due to various circumstances

Suitable for elderly & Handicapped

PURPOSE

Next Stop: Process

Description

Bus Arriving (min) Next (min)

7

14

106

16

77

36

131

124

147

162

04

04

04

04

04

04

04

04

04

04

10

10

10

10

10

10

10

10

10

10

Bus Arriving (min) Next (min)

7

14

106

16

77

36

131

124

147

162

03

04

04

04

04

04

04

04

04

04

10

10

10

10

10

10

10

10

10

10

7 14 16 36

77 106 124 131

147 162

Bus Arriving (min) Next (min)

7

14

106

16

77

36

131

124

147

162

Arr

04

04

04

04

04

04

04

04

04

10

10

10

10

10

10

10

10

10

10

7 14 16 36

77 106 124 131

147 162

IMPROVEMENTS FROM PREVIOUS PROTOTYPE

Itchy Finger Syndrome

GPS System

Next Stop: Focus Group

Investigate the presence of “pain” from real-time survey results

Obtain gauge of the intensity of the “pain”

Provide insights to needs and wants of target consumers

Assess possibility of market penetration - respondents (i.e. target consumers) are willing and able to make use of product and accompanying functions

CORE OBJECTIVES

Q1 : What is the longest time you have waited for a bus?

10%

14%

21%55%

Longest Waiting Time

0 - 5 mins 5 - 8mins 8mins- 15mins> 15mins

Q2. On the average, how long do you spend waiting for buses in a day?

6%13%

37%

44%

Daily Waiting Time

0 - 5 mins 5 - 10 mins10-20 mins > 20 mins

Q3: How would you want to utilize the time you have wasted?

21%

35%17%

27%

Utilizing wasted time

Listening to music

Checking SMS/Mail

Reading

Others

Survey Findings

Presence of “pain” – time spent on expecting the arrival bus is significant and could be put to better usesField assessment of consumer needs were congruent and can be met with product offerings Obtained important concerns and considerations from target consumers regarding usability, possibilities of abuse, increased transport costs, effectiveness of product.

Next Stop: SWOT

Higher level of productivity (a) Average monthly income of a Singaporean: S$4003 (1st half of 2008)

http://www.mom.gov.sg/publish/momportal/en/communities/others/mrsd/statistics/Earnings_and_Wages.html

(b) 15 mins (person’s average waiting time for a bus) = S$1.39

(c) Average daily ridership for buses : 2 969 000 passenger-trips (FY 07/08)

http://www.lta.gov.sg/corp_info/doc/PT%20Ridership%20(2007).pdf

(d) Revenue loss in a day : (b) X (c) = S$4,126,704

(e) Potential GDP loss in a year (conservative estimate) : (d) X 365 X 5% =

$ 75,312,345

STRENGTHS

Technological advantageIris system already in placeEz-link Access Control

Ensure no missing of buses

Easy-to-use

STRENGTHS

Cost of implementing at all bus stopsWeakness = OpportunityRecommend implementation in phases

WEAKNESS

DemographySingapore enters an ageing population

SocialSingapore has one of the highest rates of myopia in

the world

Market sizeDEFINITELY LARGE!!!

LTA Strategic Thrusts“Make public transport a choice mode”“Excel in Service Quality”

OPPORTUNITY

IRIS (Inteligent Route Information System)Journey PlannerNextBus

Both are weak substitutes

THREAT

Next Stop: Marketing Campaign

Commuters don't flag the bus early enough

A "Flag the Bus Early" public education

campaign launched by SBS Transit in October

2006

Discouraging commuters from listening to

MP3 players, reading newspapers or SMS-ing

friends.

FLAG THE BUS EARLY CAMPAIGN

PurposeIncrease AwarenessEducation

Marketing Channels Used:Product LaunchNewspaperBus-stop BillboardsWithin bus advertising

ADVERTISEMENTS

ADVERTISEMENTS

Held at Orchard MRT bus-stop Invite Transport Minister Mr Raymond Lim Siang Keat to try out the new system

Invite the media and reporters

Product Launch

NEWSPAPER

BUS-STOP BILLBOARDS

WITHIN BUS ADVERTISING

Next Stop: Prototype

Next Stop: THE FUTURE

What we think it would be like.

What you suggested.

Can we give you everything you asked for?

We would like to think

so.