CI: Why did you decide to use smart card technology for public transport – and contactless technology in particular?
WA: The initial scheme relied on a ‘flash’ pass shown by each passenger to the bus driver, followed by a manual button press on the vehicle’s Electronic Ticket Machine (ETM). This process would often require the driver to undertake multiple steps on the ETM console to record the information accurately and issue a ticket. The change from manual to centralized electronic processes enabled by the migration to smart cards and the associated ITSO-certified systems allows for more consistent and accurate data capture, from the moment a card is issued and subsequently presented when boarding through to the point when an operator receives payment for the journey. The boarding process itself is more efficient as the passenger can validate his or her journey in seconds, and the driver no longer has to step through multiple screens on the ETM to create the record or issue a paper ticket to the passenger. Beyond the point of data capture, there are also efficiencies in data audit and data capture for research purposes, plus there is the added potential of automating the reimbursement process in the future. It also minimizes fraud.
CI: Did you look at any other schemes for inspiration?
WA: Wales already had various proprietary schemes across the country. Moving to one national platform offered us the opportunity to take advantage of the excellent work already achieved in these areas.
CI: What were your aims when selecting the technology?
WA: Multi-modal interoperability was the key aim. This was forward-looking: if we are to achieve our goals of integrated public transport then we need a technical environment that can support this across all types of transport ticketing. The work already done through the ITSO specification allows such a platform to exist, and we have also been able to take advantage of economies of scale in back-office systems as a result of taking a nationwide approach.
CI: How have you ‘sold’ the new card to the public and what has been their initial reaction?
WA: We have tried to keep the changeover to the new card as simple as possible. The scheme is very popular, and we have publicized the changeover to existing users by automatically replacing their card rather than requesting they reapply for it, and informing them about how to use it through literature and on-bus poster campaigns. The local authority support for the scheme has also been crucial. They have promoted it to concessionary travelers via helpline numbers, and travel line numbers are also available on the back of the cards themselves. The initial reaction has been positive from the public, local authorities and bus operators.
CI: Usually, each transport operator introduces its own scheme that can’t be used when traveling with a different company. What made you decide to introduce a countrywide scheme?
WA: Providing infrastructure for a national scheme is important if we are to achieve flexible ticketing on public transport across Wales. Now that each bus operator can take part in smart ticketing, it means there’s plenty of potential for improvements in the future.
CI: How easy will it be to implement a countrywide infrastructure?
WA: The infrastructure is being implemented as we speak. The core back-office systems have been in place for some time, and we are currently putting smart card-enabled ticket machines on every bus throughout the country. It can pose lots of technical and logistical challenges at times, but with the completion of the card and system rollout earlier this year, we are well placed to achieve our aims.
CI: How do you plan to roll out the scheme across all of your services and what kind of time frame are you looking at?
WA: The first step is to concentrate on the system infrastructure improvements for the concessionary travelcard. Once the systems are in place on the buses and behind the scenes, we will inevitably extend the scheme to provide additional ticketing services over the next five years. This will require pilots and testing in various parts of Wales to enable rollout across the country.
CI: You talk about a National Transport Entitlement card as your goal. Do you see this card as a stand-alone transport card, or will there be a crossover into other areas of citizen’s lives, such as library usage, local amenity ticketing and so on like the Scottish National Entitlement card?
WA: We see transport as a driving force for smart cards in Wales. To get the maximum value for money from our systems infrastructure, it makes sense to build on this investment in technology and add more components that will provide a more holistic transport and public service card. It will enable the people of Wales to access the services that best suit them as individuals.
CI: What advice would you give to any local authority or government body looking at improving its transportation system?
WA: If you can work in partnership as a group of local authorities or regions this will add huge value to your scheme, both financially and through the networks of influence you will build. There are many stakeholders involved in schemes of this type, and a partnership approach is critical in ensuring that everyone’s objectives are met. Planning and project management is critical, and thorough integration testing and future-proofing early on can reap dividends later in the project. Learn from other schemes and their experiences. There is are a growing number of smart card initiatives based on the ITSO specification that are working towards interoperability in the UK, and their experiences of facing challenges during early implementation can help planning and coordination for others embarking on a new project. We recommend that any organization considering implementing a scheme speaks to the ITSO early on to get a clear picture of the business requirements, as well as the technical aspects.
