mobile ticketing takes off-part 2

Reading Time: 2 minutes

140826 Guest blogger Alexander Birnkammerer-01

 

After a couple of weeks of testing, the clever mobile user is ready to face new challenges. This time the “tastiest morsel” of the information apps is to be tried and tested: mobile ticketing’s supreme discipline, namely purchasing tickets for mass transport.

 

The day draws near, the problem is obvious: without a valid ticket, bus and rail are off limits. Thanks to information and ticket recommendation, the right fare is quickly found. That leaves just one hurdle to cross in most regions. Registration is required. Logical – the internet is still young, it’s impossible for everyone to have their own data.

 

Name and address are easy, bank details thanks to SEPA a bit trickier. Ticket inspectors still want to be shown ID; credit card or similar; these are also easily entered. Create a password and presto! All done.

After that everything happens very fast. Select ticket, confirm the purchase using your password , and moments later a genuine electronic ticket complete with bar code and validity information lands on your device.

 

The procedure is a trifle more elegant in regions offering registration-free ticketing. Here the customer simply selects the ticket on the app, and the system automatically identifies the carrier and customer’s number via mobile operator billing, and bills the amount to the cell phone invoice.

In place of an ID card, the device information and MSISDN act as the control medium.

 

This is already possible with the easy.GO app, which is available in the German transportation network MDV and the Rhein Sieg (VRS) linked transport system.

The registration-free option provided by easy.GO is extremely popular with mass transportation customers. Of course – not everyone is prepared to disclose sensitive personal data just to purchase a bus ticket! The transportation company is rewarded with an explosion in the numbers of passengers. Over 80% of regular customers use the service for approx. 3.5 million route enquiries. Annual organic growth in ticket sales is between 30-50% and surges when supported by marketing campaigns. Extremely satisfying from the business point of view, too, as the increase is sustained.

 

 

140917 TAF Mobile-01

Mobile ticketing takes off-Part 1

Reading Time: 2 minutes

140826 Guest blogger Alexander Birnkammerer-01

If you have ever tried to purchase a ticket from a machine in a strange city or even in your own home town, you will know how humiliating the experience can be: The groaning and grumbling from the people waiting in line behind you, as the train rolls into the station and you have pressed “re-start” for the third time because the machine’s logic was apparently not designed for human beings. Despite having entered the travel details, the machine suggests tickets that do not appear to be correct or do not correspond with all the research you did prior to embarking on the trip. Train entering the station, people breathing down your neck, and a timetable that won’t permit any further delay… from the “novice’s” comfort point of view, surely a major reason never to attempt using public transport again.

Using mobile information systems is different. In secret, on your smartphone, you can try as many times as you want and start new searches until you have found the right connection. Not only that, independently of your starting point; you can find the right connection walking to work or sipping coffee in a shop, and you can chuckle at mistakes or misunderstandings without anyone knowing, and leave others to subject themselves to ridicule at the ticket machine. A welcome

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can try as many times as you want and start new searches until you have found the right connection. Not only that, regardless of where you are you can find the right connection, already on the way or over coffee, and you can chuckle at mistakes or misunderstandings without anyone knowing, and leave others to subject themselves to ridicule at the ticket machine. A welcome alternative!

The wonderful world of mobile ticketing, its exact definition, its advantages, its development and so on will be the topic of our new, bi-weekly guest blog series “Mobile Ticketing Takes Off” hosted by Alexander Birnkammerer/VP TAF mobile GmbH!