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Maike Puhe (KIT – ITAS) On behalf of the ETAG Consortium

Integrated urban e-ticketing for public transport and touristic sites Drivers and barriers for implementation. Maike Puhe (KIT – ITAS) On behalf of the ETAG Consortium. Ticketing – Integrated Ticketing – Smart Ticketing.

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Maike Puhe (KIT – ITAS) On behalf of the ETAG Consortium

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  1. Integrated urban e-ticketing for public transport and touristic sitesDrivers and barriers for implementation Maike Puhe (KIT – ITAS) On behalf of the ETAG Consortium

  2. Ticketing – Integrated Ticketing – Smart Ticketing • Different types of tickets, based on the mode, the area of travel and the technology • Users, especially when travelling abroad, are likely to loose overview • Integrated tickets are valid for all modes in that area and/ or for more than one operator  They are not necessarily “smart” • Smart tickets/ e-tickets usually store information electronically and pursue a multiservice approach Terence Ong | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  3. Ticketing – Integrated Ticketing – Smart Ticketing Integrated ticketing has been on the agenda of EU Transport Policy for over a decade: | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  4. Technical view on e-ticketing – Fare Media Basically, two forms of e-ticketing media: • Smart Cards • Most common e-ticketing medium, not only in transport • Modern smart cards either equipped with RFID or NFC • Communication with the reader either: • Contact-based • Contactless • Mobile ticketing: • Virtualticket is sent to a mobile device, textual or • graphical content • Location independent • Three technical solutions exist: • SMS based transactional payments • Optical character recognition (OCR), e.g. QR code • Near Field Communication (NFC) | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  5. Ticketing – Integrated Ticketing – Smart Ticketing Situation today: • Many cities are experimenting with integrated e-ticketing, issuers are mainly public transport operators • Europe: no complete interoperability, several national organizations exist, European Alliance for interoperability has been set up in 2012 • Most tourist destinations offer “destination card”, combining relevant tourist attractions on one card, often including public transport • High one-time investment costs, mainly beard by public transport operators and/ or authorities • Increasing importance of intermediaries: financial service providers and telecommunications operators opening up new business models |Maike Puhe | ITAS | EP, STOA, 16.10.2013 |

  6. E-Ticketing example: Touch & Travel, Germany • Nation wide approach for rail network and 8 local public transport networks • Check-in/ check-out • NFC tag or QR code: GPS detection • Mobile phone acts as a ticket machine • Paying in advance for each trip is replaced by subsequent and monthly payment • Automatic fare calculation • Based on duration, length, discounts • System allows best price calculation • No tariff knowledge needed | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  7. Summary • Technology is available, but still no all encompassing solution for Europe • Various cities and regions in Europe are setting up e-ticketing schemes, mostly initiated by public transport operators • High one-time investments can be reduced significantly by applying modern technologies • Multi-service approach seems to have considerable attractiveness • most successful schemes in Asia already offer multiple services • Different types of e-ticketing media and identification technology exist • not yet clear which technology makes the run • likely that customers desire different payment options • Implementation problems must be caused by other factors | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  8. Socio-economic view on e-ticketing Public transport operators and authorities Role: • Offer a well-established market segment • Inform users about products, tariffs and additional services Possible benefits: • Increasing passenger levels • Reduces operating costs • Accurate data acquisition | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  9. Socio-economic view on e-ticketing Tourism sector Role: • Offer a well-established market segment Possible benefits: • Provides branding and marketing opportunities • Accurate data acquisition • Additional features (e.g. Smartphone guided city tours) | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  10. Socio-economic view on e-ticketing Financial service providers Role: • Development of interoperable application software • Issuing and promotion of contactless cards Possible benefits: • Replace small cash transactions/ reduce cash handling costs • Driving forward the general acceptance of e-payment • Offers potentials for additional transactions | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  11. Socio-economic view on e-ticketing Telecommunications operators Role: • Development of NFC applications for mobile devices • Provide access to customers mobile devices Possible benefits: • Additional services might attract and preserve customers • Additional fees for GSM/ UMTS transactions | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  12. Socio-economic view on e-ticketing Governments and other administrative authorities Role: • Provide strategic leadership • Support the roll-out Possible benefits: • Reduces congestion and car-based emissions • Provides identity to the community • Increases economic conditions for companies | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  13. Socio-economic view on e-ticketing Existing and potential end-users Role: • Purchase the product based on their willingness to engage Possible benefits: • Enhanced ease of use • More flexible mode choice and easier interchange • Time and cost savings ... BUT | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  14. Socio-economic view on e-ticketing - Existing and potential end-users What‘s the market for integrated ticketing? Source: Flash Eurobarometer 312 (2011) • AECOM study, Flash Eurobarometer, EU Transport White papers, all indicate a „latent public support“ for integrated e-ticketing • ...BUT | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  15. Socio-economic view on e-ticketing - Existing and potential end-users Transport behaviour depends on: • Purposes: commuting, leisure, business travel • Frequencies: daily, regular, occasional • Distances and destinations • Routines, attitudes and preferences • Technological media Modal choice does not depend on technical media alone • Most likely users: regular users and those not familiar with all tariffs (e.g. tourists) • Integrated tariff systems indeed encourage car users to try out public transport, but other attributes, such as accessibility or reliability must be provided to sustain modal shift | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  16. Conclusions • Variety of stakeholders with different interests and drivers – integration of additional services means increase in complexity • Several studies and surveys indicate that uncoordinated institutional action is seen as a major barrier for implementation • Exact nature of schemes should be left to local level, in respect to local circumstances, subsidy models and transport networks • The EU can encourage the use of existing standards, provide model agreements, facilitate the sharing of best practices, development of model designs and quality indicators • Apart from enormous dynamics in the market, user needs are particularly important for the success or failure of the schemes • There is reason to doubt that integrated ticketing alone will increase public transport usage, lack in empirical knowledge on user needs, expectations and (privacy) concerns | Maike Puhe | ITAS | EP, STOA, 16.10.2013|

  17. Many thanks for your attention! |Maike Puhe | ITAS | EP, STOA, 16.10.2013 |

  18. Project Design Phase 1: (01.01.13 – 15.06.13): Comparative overview of current ticketing systems used for public transport and touristic sites • Overview of existing and emerging e-ticketing systems • Analysis of drivers, barriers and potentials of involved stakeholders • Analysis of behaviour, perceptions and attitudes of end-users • Methodology: Desktop research • Phase 2 and 3 are optional • Initiated when findings of phase 1 confirm the need for further research • Initial idea was to analyse the key factors to inspire the implementation and to give policy recommendations • Recently published studies have similar focus and give clear policy recommendations and guidelines |Maike Puhe | ITAS | EP, STOA, 10.10.2013 |

  19. Technical view on e-ticketing – Identification Technologies EMV QR Code NFC • Usually attached to an item (e.g. a poster), containing information about it • By scanning the code with phone, users receive marketing information • Advancement of RFID technology (existing technology can be used) • Integration of different independent payment services possible (electronic wallet) • Global standard for credit and debit payment cards, including card accepting devices (e.g. ATMs) • Members include Visa, MasterCard, American Express, JCB, China UnionPay |Maike Puhe | ITAS | EP, STOA, 10.10.2013 |

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