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R E V E N U E C O M M I T T E E A U G U S T 2 8 , 2 0 1 2
Mobile Ticketing : A first step towards seamless
regional fare solutions
Why We Determined Mobile Ticketing Should Be First Step
2
DART team has been participating with six other transit agencies in discussion of new payment strategies for transit industry
New York MTA, New Jersey Transit, SEPTA, WMATA, CTA (Chicago), and LA METRO
New Jersey Transit team had been evaluating mobile ticketing and determined it was a better solution for commuter rail than chip in card solution because
Conductors could much more quickly read ticket on phone versus tapping each card to validate
Low cost of capital investment and relatively easy to implement DART team determined mobile ticketing was an excellent solution
Works for proof of payment on ungated rail system, light and commuter rail Would be helpful in reducing wait times at TVMs on major event days Could be used by many of our current riders on both bus and rail Offered many opportunities for frequent rider benefits, couponing, bundling with
event tickets, etc. Offers cost savings to DART by reducing both cash handling and printed tickets
Attraction of Mobile Ticketing
Convenient, easy method to purchase tickets Leverages consumer use of smartphones Accommodates regional fare products easily Creates opportunity for “bundling of purchases”
• i.e., State Fair+DART pass • i.e., Belt Line Parking+DART pass+Airport food
coupon Provides visual proof-of-payment solution Lends itself to ungated rail systems Low front-end capital investment Shifts payment away from cash systems Provides better data regarding rider attributes and
travel preferences
3
D I S C U S S I O N O F P R O C U R E M E N T P R O C E S S A N D R E C O M M E N D E D V E N D O R
Mobile Ticketing Procurement 4
RFP Calendar RFP Respondents
April 9, RFP issued Proposed term
Initial phases – 33 months Four, one-year options
Key requirements: Product in current revenue service Capable of serving all three transit
agencies May 14, 14 proposals Six firms invited for oral
presentations Four firms invited to submit Best
and Final Offers
Six firms participating in orals: Accenture* Bytemark* Masabi NTT Data Trapeze* Unwire* *indicates four finalists
Mobile Ticketing RFP Process 5
Accenture Bytemark Trapeze Unwire
Up Front Cost $ 488,000.00 $ 525,000.00 $ 184,535.00 $ -
Travel App $ - $ 75,000.00 $ 221,508.00 $ 130,000.00
Hosting $ 749,800.00 $ 3,095,000.00 $ 283,915.00 $ 202,500.00
Trans Cost $ 1,155,400.00 $ 1,166,000.00 $ 1,773,000.00 $ 1,166,000.00
Total $ 2,393,200.00 $ 4,861,000.00 $ 2,462,958.00 $ 1,498,500.00
Accenture Bytemark Trapeze Unwire
Months 1 - 11 $ 312,000.00 $ 556,000.00 $ 478,928.00 $ 166,000.00
Months 12 - 36 $ 762,000.00 $ 1,445,000.00 $ 486,654.00 $ 332,500.00
Option Year 1 $ 286,600.00 $ 640,000.00 $ 326,153.00 $ 220,000.00
Option Year 2 $ 315,000.00 $ 690,000.00 $ 358,211.00 $ 240,000.00
Option Year 3 $ 343,400.00 $ 740,000.00 $ 390,372.00 $ 260,000.00
Option Year 4 $ 374,200.00 $ 790,000.00 $ 422,640.00 $ 280,000.00
Total $ 2,393,200.00 $ 4,861,000.00 $ 2,462,958.00 $ 1,498,500.00
Cost Comparisons Among Finalists 6
Selection Considerations
The company was founded in 1999 and primary equity investor is Danish Pension Fund
HQ: Copenhagen Since 2008, Unwire has provided the
Mobile Ticket solution More than 15 individual customer
projects have been successfully deployed, including Stockholm, Copenhagen transit system
The Unwire Mobile Ticket platform currently issues 70.000 mobile tickets
every day and often handles 4,500 tickets per hour under peak hours.
the technical platform is load tested to deliver a minimum of 600 mobile tickets per second.
Best technical proposal Best price proposal Long experience in
actual revenue service applications
Experience with multiple agencies and multi-agency uses
Successful Finalist – Unwire APS 7
Next Steps
DART Board and Committee Approvals Formal approval by Revenue Committee on September 11 Formal approval by Committee-of-the-Whole (first reading) on
September 11 Final approval by Committee-of-the-Whole and Board on
September 25
Notice to Proceed NLT Friday, September 28 Interlocal Agreements with The T and DCTA by
December 31
8
Reference Checks
Agency Agency Info Other Info
Agency 1 Rail only; 84 rail stations App combines 5 transit agencies (bus & train) into one app. Saw a 10% increase in new customers when they launched SMS that they can only attribute it to the SMS application.
Agency 2 Bus and rail; approximately 220 M trips per year
Overall, approximately 1 in every 2 ½ - 3 transactions are via mobile (SMS and smartphone).
Agency 3 Bus, light and heavy rail. Approx. 700k customers per day; 2.5M daily trips.
SMS has been very popular. 65% of single-ride tickets are sold via SMS. 5% of their revenue comes from SMS tickets. They are “very happy” with Unwire. No mobile app yet due to expense of scanners and network access on 2,000 buses.
Agency 4 City bus, regional bus and rail (barrier-free) systems
SMS only took three months from signing contract to rollout. Very high adoption rate with 25% of their sales coming from the SMS platform in 2 months.
Agency 5 Commercial bus agency. Offers service to 5 airports.
No penetration data. Are “absolutely satisfied” with Unwire’s performance. Have had InModo scanners on their buses for two years. They have held up well.
Agency 6 400 buses and small train system (30M customers per year)
Currently smartphone app is in testing phase and all tests are looking good. Only offer single-ride tickets in SMS and plan to do the same in their smartphone app. May do monthly passes later.
9
Project Schedule
DART Mobile Ticketing (DMT) system will be deployed through two individual phases.
DMT – Phase 1 Notice-to-Proceed - September 28, 2012 Deployment - December (No later than) March 1, 2013
DMT – Phase 2 Upon successful completion and approval of Phase 1, Phase 2
will commence. Deployment July 31, 2013 – October 29,2013
10
S A M P L E M O B I L E P H O N E S C R E E N S I L L U S T R A T I N G H O W T H E A P P L I C A T I O N
M I G H T A P P E A R O N A S M A R T P H O N E
Sample Illustrations of Mobile Ticketing Application for DART
11
Sample of How Mobile Ticketing Might Appear DART Website
12
Sample Mobile Ticket Screens Sized for Different Phones 13
Mobile Ticket Purchase Demonstration
14
Illustration of Payment Methods 15
Final Payment Step/Ticket Image on Phone 16
Illustration of Expired Ticket and Ticket History 17
Illustration of Inspection of Barcode on Ticket 18
Three-Agency Illustration Provided by UNWIRE 19
Customer Self-Care Website
20
Sample Unwire Mobile Ticket 21
The mobile ticketing solution offered jointly by the bus, subway, and train authorities of the Greater Copenhagen area was introduced with Unwire in January 2009 and has continuously been improved with new functionality and additional modules. The solution offers fare purchase through smartphone apps (iOS and Android), SMS, web, and mobile web in addition to a wide range of payment methods.
Greater Copenhagen area transit agencies
(Denmark) 22
END 23
24
Fare Payment System Components Scheme
PAYMENT DEVICES
RECOGNITION DEVICES
Aquirer Bank
DART ACCOUNT
MNGMT FARE ENGINE
PROCESSING MODULES
CARD network Issuing BANK
COMMERCIAL INFRASTRUCTUR
CASH FARE BOX
ANY CARD TVM
ANY CARD
Transit CARD
Reader
PHONE NFC PHONE IMAGE
PAPER
NTTA
CASH
Reference Checks
Agency Agency Info SMS Mobile App
Agency 1 Rail only; 84 rail stations Jan 2009 Jan 2012
Agency 2 Bus and rail; approximately 220 M trips per year
Several Years April 2012
Agency 3 Bus, light and heavy rail. Approx. 700k customers per day; 2.5M daily trips.
2008 None
Agency 4 City bus, regional bus and rail (barrier-free) systems
Feb 2012 Planned late 2012
Agency 5 Commercial bus agency. Offers service to 5 airports.
Late 2008 Planning Stages
Agency 6 400 buses and small train system (30M customers per year)
2009 Testing for launch first of October
25