Presentation given on 28 November 2013 at the Institute for Transport Studies (ITS) www.its.leeds.ac.uk By James Bennett from METRO www.wymetro.com Covering the importance of Smartcards from the customer viewpoint, implementation, issues arising from implementation and the benefits associated with implementation.

1. Leeds University ITS
Smartcard and
Information Programme
28 November 2013
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2. Smartcard and Information
Programme (SCIP)
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Background
Projects Update
Business Change
Communications
Summary and Questions
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3. Background
• The Local Transport Plan outlined investment in
smartcard technology and information
management systems
• This will provide customers with enhanced
travel information and easy payment for
journeys
• These investments are being managed through
six related projects within the Smartcard and
Information Programme ‘SCIP’
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4. Background
SCIP aims to transform the customer experience
via the following 6 projects:
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Smart Transactions
Web Development
Transport Data Management (TDM)
Customer, hubs and service experience
(CHASE)
• Multi modal, hubs and disruption
• Out of hours support
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5. Background
Why a Programme?
• Projects are inter- related
• Collectively managed, the benefits will be
greater for Metro and its partners
Benefits of the Programme approach:
• Business change
• Focus on outcomes not outputs
• Managing uncertainty
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6. SCIP Vision
Transforming the customer experience
for transport ticketing and information
• In order to:
– Increase customer satisfaction with their travel
experience
– Provide more opportunities to acquire information and
to purchase travel
– Reduce cost per customer transaction (whether a
ticket product or a piece of information)
– Increased patronage on public transport and higher
use of sustainable modes

7. Project Visions
Web Development
Transforming the customer experience through comprehensive
online information however and wherever people need it
Smart Transactions
Transforming the customer experience through smart, integrated
and easy-to-use tickets and passes
CHASE
Transforming the customer experience excellent service
underpinned by cohesive customer information
Multi-modal, hubs
and disruption
Transforming the customer experience through easy-access and
interchange integrating all travel modes, up-to-the-minute
information and alternative travel suggestions equipping
customers to choose
Transforming the customer experience by ensuring back-office
systems are efficient and effective
Transport Data
Management
Out of Hours
Transforming the customer experience by ensuring customer
facing and back office system support is efficient and effective

8. Project 1: Smart Transactions
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Bus and rail are already very important modes of travel
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.180 million journeys per annum are undertaken by bus
in West Yorkshire, c.25m trips per annum on northern
trains
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• Buses and trains play a very significant role in supporting
employment and getting people to education
• There are 45 different bus operators in West Yorkshire.
• The West Yorkshire Metrocard is already the largest
multi-operator ticketing system outside London
• But… there is need for greater simplification and clarity
• How… Metro is implementing the Smartcard project and
changing the range of products available
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9. Aims and objectives of the
Smartcard Project
Aims:
• Implement the strategy set out in the third West Yorkshire
Transport Plan (proposal 15) to facilitate seamless travel
across all modes
Outcomes:
• Increased customer satisfaction, increased
patronage, lower transaction costs
Success criteria:
• 95% of ENCTS journeys made on smartcards
• Reduction in ticket journeys paid by cash on bus by 50%
• Reduction in sales volume for face to face transactions
by 50%
• Reduction in fraud by 50%
• An increase in the number of bus journeys of 2.75m
(1.5%)
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10. Better Bus Area Fund
• Metro awarded £4.925m (included £0.65m for
York)
• BBAF award will:
– accelerate and expand the retail network
– provide a ‘fund’ for equipping smaller
operators vehicles with smart enabled ticket
machines
– build a replacement Card Management
System that can be adopted across the
region.
• Further apps development for smart phones
• Marketing and promotion campaign
• Customer incentives to accelerate take up and
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usage of smartcards

11. Components of a smart ticketing scheme
Back Office Systems
On Vehicle and depot
equipment
Communications
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HOPS
CMS
Analysis engine
Operator reimbursement
Test centre
ITSO Smart Media
readers linked to
ETM and GPS
Security
Products (ITSO)
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ITSO
SMS
ISAMs
Card manufacturer
ENCTS
Other entitlement
Period tickets
PAYG
Other stored travel
rights
Depot WLAN
Depot to HOPS
POST to HOPS
CMS to HOPS
HOPS to HOPS
Retail, fulfilment and
payment network
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Card production
Distribution
Ability to take
payments
Online POST
Mobile POST

12. Project 1: Smart Transactions
Cards
Product name
Date of launch
Young Person’s PhotoCard
May 2013
Annual MetroCards (include Corporate, Staff)
September 2013
Scholars PhotoCard
September 2013
School Cards
September 2013
Boarding Cards
September 2013
Priority Pass
September 2013
16-25
April 2014
Transferable Weekly/Monthly MetroCards
April 2014
Direct debit/ auto top up
2015
Pay as you go tickets
2015
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13. Project 1: Smart Transactions
Retail
Product name
Date of launch
Mcard brand launch
July 2013
Leeds & Bradford rail gates
September 2013
Travel centres
April 2014
Payzone network
April 2014
Elland Road Park and Ride
May 2014
Web sales (through CHASE project)
Autumn 2014
Huddersfield rail gates
2014
Wakefield rail gates/ LSSE
2014/ 15
Kiosks/ pick up posts
2014/ 15
NFC app
2014/ 15
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14. Issues
• Configuration of ticket machines
• Rail
• Hotlisting
• Multi operator ticketing
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15. Project 2: Web Development
Involves:
• A re-design of the desktop site
• A completely new mobile site
• Update content management system
Went live in April
www.wymetro.com
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16. Project 3: Customer, hubs and
service experience (CHASE)
Involves:
• Establish online account management
• Card management system
• Link to other services e.g. information
provision, feedback and complaints
Planned to go live by Autumn 2014
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17. Project 4: Transport Data
Management
Involves:
• Creation of a database that holds
services, stops and shelters
• Based on electronic data transfer
• Enabled to bring in or merge with other data
sources e.g. cycle lanes, taxi ranks
• Tendering for the upgraded/ replacement
database is underway
• Due to issue tender documents early 2014
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18. Project 5: Multi modal, hubs and
disruption
Involves:
• Scoping report complete
• Enhance multi modal offering including planned
and live disruption
• Expand ability to respond to disruption eg.
cancellations, rerouting services, weather
• Establish partnerships to deliver mobile offering
• Technology strategy board bid November 2013
• Look to take forward in Implementation Plan 2
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19. Project 6: Out of hours
Involves:
• Agree what support is needed for customer
facing and back office systems
• Move to self serve, 24/ 7 requires extra back up
• Implementation of the new service support in
2014
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20. Business Change
What does that mean?!
A programme delivers the ability to do certain
things but it’s the business change that helps it
make a difference.
Example:
We’ve delivered a great new mobile site but the trick is
getting people to use it. This is down to:
- Designing it right in the first place
- Making sure it makes things easier and / or more useful
for people
- Telling them about it
- Handing over responsibility for looking after it to ‘business
as usual’ so that the programme team can move on to the
next bit of change
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21. Business Change
How do we know it’s working?
The Benefits Management Plan is a way of writing
down what changes we are looking for
(e.g. increased web hits, proportion of web hits via
mobile, customer satisfaction with
information), measuring them and if necessary
Staff satisfaction is also an indicator so if you’re
not happy, we’re not happy!
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22. Communication
MCard Branding
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23. Communication
Operators
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24. Communication
Young Person’s and Scholar’s
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25. Summary
• Delivered as a Programme rather than
separate projects
• Focus on business change and customer
needs
• ‘Back office/ building blocks’ now in place
- now launching customer products
• Any questions ?
james.bennett@wypte.gov.uk
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