Mobile TicketingWithout waiting for NFC

Who are Masabi? Masabi build mobile applications

Founded 2002 Award winning and certified security Ticket sales and delivery from mobile

Projects with:

Consultancy to set the standardsfor self-print and mobile barcodes

mobile tickets for

Technology Warning!

Just because you can do something with new technology –

Does not mean customers will adopt

Does not mean that companies will make money from it

User Adoption of “new”?Normal people only try a new technology to do something…

…if the old way of doing it is painful enough to make them try.

At that moment: offer them a better way.

Why introduce eTicking?Operator Incentives: Reduce cost of sales

Capex and Opex on people and machines Reduce queues Gather more customer Data

Encourage modal shift through down-sell Enable new product types

Increase revenue through up-sell and cross-sell

Customer Incentives: Avoid the pain of queues Cheaper Tickets, such as Advanced or Oyster

UK Rail eTicket Types

ITSO National Smart-Card

Season and Concessionary passes

Mobile NFC

Walk-up, Advanced& all other tickets

Contactless NFC Barcode

Self-Print Barcode

Web Purchases

Mobile Barcode

Walk-up, Advanced& all other tickets

Ticket type breakdown

Walkup65%Advanced

10%

Season25%

Sales Value 2008

Oyster’s Adoption DriversOperator

• Queues too long

• Expanding ticket halls underground too expensive

• £20 wallet for £2 journeys means 10 times less sales interactions

Passenger• Financial incentive

• Journeys on paper tickets are now double the cost of oyster tickets

ITSO is not Oysternot touch-in-touch-out not stored value wallet or payment

Does have spare mi-fare capability on cards, but outside of ITSO scheme

encodes individual entitlementssame price structure as CCSTConfigure and purchase each ticket

Season or Concession Passes Advanced (with paper counter-part) Walk-up (at TVM)

Season Smartcard Drivers

Operator

• Cost saving: Season Ticket renewals on-line

• Requires on-line stations

Passenger

• Pain:CCST magstripes erased by blackberries and phones

Walk-up eTicket Drivers

Operator• Need to reduce queues• Expanding station facilities:• Capital and Operating costs

of staff and TVMs• Virtual sales don’t use up

limited station facilities• Remote purchase for

smartcard relies on sync speed to stations

• Remote purchase for barcode does not require sync to stations

Passenger• Financial motivation can’t be

used• Interoperable tickets must

be same price on every format

• Pain of queues at large stations• Uncertainty• Missed Trains

• Rural stations• Broken TVM’s• Guards that cannot move to

sell tickets on peak trains

Barcode Tickets Self-print and Mobile

Mobile Purchase Workflow

(ToD pickup option for routes not accepting Barcode yet)

Human readable and scannable tickets

Mobile Barcode Tickets WAP/MMS/Images

Any phone with MMS always has WAP SMS-pictures not big enough for RSP Compromise between text and barcode Re-sizing can be an issue DRM not everywhere

Smart Application Full-screen, no re-sizing issues Text and barcode separate Application organises tickets

Usability – Mobile Apps Still useful without a reliable data

connection (unlike WAP)

Optimised data entry Faster responses Catch mistakes quicker

SMS failover from GPRS Avoid settings, reception &

roaming problems

Cheaper + faster for the user Send only the data Flat rate data is still not common

Walk-up First Purchase

Repeat Purchase

Key Usability Points:

No sign-up process! no usernames no passwords

Mostly off-line interface, SMS backup

Fast repeated regular purchases

Full screen barcodes for fast scanning

UK Rail Barcode Ticket Standard

RSPS3001 Approved in December 2008 as the UK standard for self print and mobile barcode rail ticketing

Shared Barcode Standard Public and open security

Based on standard SSL certificates Each TOC generates and sign tickets

with their own private key Scanners only contain list of TOC

public keys to scan and validate

Decentralised system robust and can operate off-line cheap to implement and use

Share self-print and mobile barcodes between Operators and 3rd party retailers Integrate with standard EPOS

Soft Rollout of ScannersVisual Validation & Advance ManifestsGuards briefed on visual checks of eTickets, and they report the number of eTickets seen each week while initial volumes remain low.

Occasional SMS Check with normal phoneGuards can text the ticket number to find out the real details of a ticket if suspicious.Optional -> Smartphone scanner software

Shared Hand-Held ScannersA small number of basic scanners are circulated between guards to perform occasional vehicle or station-wide revenue enforcement checks.

Full Hand-Held Scanner RolloutOnly required on routes that see sustained volume of barcode tickets. (e.g. Add bluetooth scanner option to Avantix Mobile 2.)

Gate Scanner RolloutOnly required on stations that see sustained volume of barcode tickets. Retro fit or new fit.

Free

pennies

£x,000

£££

£££££

Barcode Suppliers

Working with established Systems Integrators and suppliers to ensure that innovative barcode services are delivered with industrial scalability and reliability

Interoperable Barcode

Standards

ATOCRSPS3001

(UK)

UIC 918-2(European)

Ticket Issuing Systems

Atos Origin

The TrainLine

Gate Scanners

Cubic

Scheidt & Bachmann

Portable Scanners

Atos OriginAvantix Mobile 2

How to Rollout Barcode?1. Ask your existing Web ticket sales system

provider to enable barcode ticketing, controlled by route and ticket type

2. Brief revenue enforcement staff on how to perform visual inspection of e-Tickets

3. Advertise it (in stations next to queues best)

4. Gradually add scanners and gate scanners as each route experiences more adoption of eTickets

Benefits of Barcode: Customer

Sign-up in the queue (no usernames or passwords)

No queues ever again Quicker re-purchase Tickets same price

Operator Lower cost per sale No need to expand stations Staged capital expense on scanners

Barcode Vs SmartcardBarcode Great for long distance Walk-up or advanced

Visual, readable Soft rollout of scanners

-> low capex Free Security No media to issue Can cope with offline

stations

SmartCard Great for zones/city Season tickets

No Screen Full rollout of scanners

-> high capex ITSO security Smartcard media Ticket distribution

must be on-line

Capital Expenditure Items

Barcode Costs

Smartcard Costs

Stations must be reliably on-line

SmartCard Media

Full Scanner Rollout First

ITSO Certification

Off-line Stations OK

User’s Paper or Mobile Screen

Soft Rollout,Scanners later…

NFC – Not TodayNOKIA HANDSETS NOKIA NFC HANDSETS

Case Study - Ticketing

Buy anywhere No paper, no queues - barcode tickets Tunnels don’t break the system

Auto-detects SMS or GPRS 1-2 SMS per ticket Doubles the consumer uptake by removing Data issues

Quick repeat tickets Customer loyalty and lock-in

Chiltern Railwa with YourRailUser feedback: “Better than the web!”

Business Case & User Case

People will only try to use new technology to do a regular daily activity…

…if the old way of doing it is painful enough to make them try something new.

At that moment: offer them a better way.

ben@masabi.com+44 7788 895 894www.masabi.com