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DART Mobile App
Go Pass
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Agenda
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• Overview of DART
• Mobile ticketing procurement
• Technology/Business aspects
• Ticket purchase process
• Launch
DART Rail System Map
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Mobile Application Procurement Objectives
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• Provide riders with a “one-stop” solution to navigate throughout the
various transit agencies
• One single platform/One single interface for D/FW transit riders
• Robust back-end designed to sell tickets, handle credit card
transactions, facilitate multiple banking activity
Will it increase ridership?
Will it lower costs?
Will it improve customer satisfaction?
Will it be easy and cost-effective to implement?
Attraction of Mobile Ticketing
• Convenient, easy method to purchase tickets
• Leverages increasing use of smartphones
• Accommodates regional fares easily
• Creates opportunities for bundling purchases
• Provides visual proof of payment
• Lends itself to DART’s ungated system
• Low front end capital investment
• Shifts fares away from cash
• Provides better data regarding rider attributes and travel preferences
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Mobile Application Market Study
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Application Name – “GoPass”
• Consumer Preferred – Name and Design
– Connoted movement and ticketing
– Very “forward thinking”
• Scored very high in concept phase
– Scored even higher following product
description
• All consumers stated they would use
most/all features
• Consumer shift from current ticket
purchase practice in favor of mobile app
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Decisions Taken
Project Plan Design of App
• RFP for full deployment vs pilot • Smart phone vs feature phone • Bus-centric vs rail • Agency as system integrator vs third party • Multi-agency vs single agency products • Single admin vs independent admin by each
agency • Total users vs total transactions
• Branded vs agency name • Color choices for app clean vs bright • Each ticket design unique vs consistent
Payments/Passes Activation/Validation
• Mobile first vs open payment first • Open payment vs smart card • Credit card on bus vs smart card • Visual proof of payment vs contactless • Multi-modal pass vs tap and go on bus & rail • Multi-modal pass vs distance based fare • Many fare products vs few • Annual pass products vs daily • Bundled product vs single purchase • Two minute transition time vs instant on • Toll agency as one source of payment vs only
source
• Aztec barcode vs QR code • Barcode generated on the app vs backend • Option to buy but not activate immediately vs
immediate activation • Offline activation option vs online activation only • Dual purpose validator vs single • Free standing validator vs integrated
Unwire Contract Details
• Highlighted features
– Scalable
– Operates on virtually any smartphone
– Back office support • Credit card validation and processing
• Data security
• DART provides customer service
• DART acts in representative capacity
– DART recoups expenses related to The T and DCTA and charges 1%
processing fee
Software Fees Monthly Hosting Fee $2500.00/mo
Transaction Fee 1.00%
Trip Planner App Development Fee $130,000
• Compensation – Low initial cost to DART
• Services fees component related to credit card transactions
Overall, revenue administration costs projected at 5 to 7% of revenue collected
Contractual Relationships
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Go Pass App Features – Home Page
• Home page is the landing page that
allows you to navigate anywhere
within the app practically with one
button
– Buy Tickets – Immediately buy tickets
– My Tickets – Can store and view
existing/prepaid tickets
– Travel Tools – Allows you to plan trips
– Events & Offers – Provides information and
deals to activities in around the metro-plex
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• “Quick Buy” allows you to quickly
buy tickets that are most often
purchased
• Each of the transit companies is
boldly represented
• The activity you select will
display boldly
• You are always virtually one click
away from anything you need
within the app
Go Pass App Features – Buy Tickets
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Go Pass App Features – Buy Tickets • App gives customers access to all of our ticket types and enables purchase of
multiple tickets.
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Go Pass App Features – Buy Tickets cont’d
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Go Pass App Features – User Registration • Riders have the opportunity to keep their purchase information in their phone
for fast ticket purchases • The application enables retention of multiple credit cards
Get Code
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Go Pass App Features – Buy Tickets
Non Activated
Ticket
Retain in your digital wallet
Recently Activated
Provides a 2 minute
grace period
Active Ticket
Shows an actual
ticket & Aztec bar
code on the other
side
Expired Ticket
Clearly shows that
ticket has expired
• The ticket can digitally be flipped over to
reveal an Aztec bar code
– Ticket bar code can be scanned by
Motorola MC75 scanners (hand held) or
fixed bar code reader
• Multiple tickets purchased in one
transaction can be used individually or in
group
• Tickets not yet activated are good for 60
days
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Go Pass App Features – Additional Features
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Go Pass App Features – Travel Tools
• Trip Planning
– Consistent with current DART trip
planner
– Provides the option of departure or
arrival
– Assists riders in determining the
ticket type needed
– Provides price of recommended
ticket
• Other Tools
– Where’s My Bus?®
– Where’s My Train?®
– My Searches
• Provides activities information in
regional service area
• Opportunity to promote ”Bundled
Events”
– i.e., Transit and State Fair Bundle
Pass
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Go Pass App Features – Events & Offers
JOIN US SEPTEMBER 27, 2013 - OCTOBER 20, 2013 for the Texas State Fair Buy your DART Trip ticket and Fair Access pass for $XXXXX GROUP TICKETS : Round up your friends and save on groups of 20 or more! Click here for more information about group ticket prices and rentals.
Texas State Fair
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Go Pass Launch – How it works
• Leverage existing DART assets
– DART buses, trains, outdoor, digital
– Drive awareness of people already using or who could be using our system
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Go Pass Launch – How it works
• Leverage sponsored activities
– The activities are already heavily attended
– Provides access to roughly half a million people
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Go Pass Launch – How it works
• Identify strategic allies to advertise
• Software – Verizon, MetroPCS, AT&T
• Hardware – Apple, Samsung
• Banking – Bank of America
Go Pass App Development – Key Milestones
Jan Feb Mar Apr May Jun Jul Aug Sep
Full Scope Finalized
Application Development
Phase 1 Launch & Test Usage Test/Internal Test/Beta Test
Application Modifications
Final Check
Phase 2 Launch
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Calendar To-Date
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Event Date
RFP Issued April 9, 2012
Proposals due (14 received) May 14, 2012
Procurement award process May 14 – September 25, 2012
DART Board Approval September 25, 2012
Design Workshop #1 October 8 – 12, 2012
Design Workshop #2 November 5 – 7, 2012
Design Workshop #3 November 26 – 28, 2012
Development begins December 3, 2012
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