Self-Service & eTicketing on Self-Print and Mobile

Who are Masabi? Masabi build mobile ticketing solutions

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

Projects:

Mobile tickets for:Developed the

UK’s RSP6 barcode ticketing

standard

eTicketing

Why introduce eTicking?TOC 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 – catch the train Cheaper Tickets, such as Advanced

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

NFC – Not TodayNOKIA HANDSETS NOKIA NFC HANDSETS

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.

Mobile Ticket Sales

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 always supported

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

Usability of Mobile Apps Still useful without a reliable data

connection (unlike WAP)

Optimised data entry Catch mistakes before networking Journey and Payment Card reuse

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

Barcodes andScanning Infrastructure

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

Flexible Ticket Data

More free space for single TOC products and extra entitlements

“Includes free cup of Costa Coffee and 2 Adults entry to Disneyland”

Cross sale opportunities can finally make the ticket sales channel work harder, and release more revenue from the whole journey

Soft Scanner RolloutVisual 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

Masabi work 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

Barcode-enabled Gate

Scanners

Cubic

Scheidt & Bachmann

Portable Scanners

Atos OriginAvantix Mobile 2

How to Rollout Barcode?1. Ask your 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

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…

SummingUp

Chiltern / YourRail Case Study

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

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

Quick repeat tickets Customer loyalty and lock-in

User feedback:“Better than

the web!”

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

Business Case, User Case

People will only try new technology to perform a regular activity…

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

At that moment offer them a better way.

Ben Whitakerben@masabi.com+44 7788 895894