Article: Flexing the smart cards

[ozbob]

From Courier Mail click here!

Flexing the smart cards

Flexing the smart cards
Article from: The Courier-Mail

Chris Hale

March 11, 2008 12:04am

BRISBANE finally faces a future with a smart card ticketing system. While the birth of the "go card" has been long and painful, it really does open up the possibility of a revolution in daily travel.

During the process of developing the go card idea, and in trying to implement the new system, it is fair to assume that Queensland Transport's ticketing and marketing gurus had their focus firmly on successful systems already up and running overseas.

The Oyster card of London is recognised around the world as the leading smart card system, and as an example of exactly how powerful a strong marketing and ticketing system can be.

To understand the Oyster, and to imagine the medium and longer-term implications of the go card, we need to first understand something of the new transport culture in London.

London's mayor Ken Livingstone set public transport growth and improvement as one of the key planks of his progressive policy approach. Although Livingstone has recently come under fire for a dictatorial attitude and other sins, no one doubts the success he has had in the field of transport ? and it forms the basis of his current re-election campaign.

London has in recent years achieved some strong transport performance benchmarks, including a four per cent "mode shift" from cars to public transport. This means that four per cent of all trips or journeys have switched away from being made by car, towards being made on public transport.

They have progressed from 33 per cent public transport trips and 45 per cent by car in 2000, towards the 2005 situation when 37 per cent were made by transit and 41 per cent by private motor vehicle. The goal through to 2025 is to have 41 per cent of trips by public transport, 32 per cent by car, and a hefty 27 per cent by walking and cycling.

These recent performance levels, and the ambitious ongoing targets have attracted the attention of outsiders, and are a source of pride in London itself.

To put these numbers in perspective, Brisbane has historically struggled to maintain a mode share to public transport of 8 per cent.

While there has been seen strong growth in bus and rail travel recently, against a backdrop of overall travel growth, Brisbane has made few inroads into the key "mode share" figure, which transport and planning experts insist is a vital measure of a city's environmental, social, economic and transport health.

The London Oyster card is one of the three or four cornerstone transport initiatives that have supported London's success.

The other important initiatives are at least partially based on the additional funding provided through their congestion charging scheme.

Importantly, it has provided new funding for transit.

Transport for London has applied this funding to the provision of new and improved bus services, and is now embarking on major infrastructure enhancements for the Tube and for metropolitan rail services.

Against this backdrop of more attractive public transport, the Oyster has contributed by making ticketing much more convenient for customers.

But what exactly do smart cards ? such as the Oyster and the new go system ? offer to the travelling public?

Primarily, the passenger doesn't need to identify the correct ticket type, or calculate the small change needed to buy it.

The go card will automatically perform these activities. Customers simply swipe when they get on and off their ride.

Having a go card will mean that transit users should never fumble for small change, or meet the annoying and user-unfriendly demand that larger notes are not acceptable tender. Top-ups can be made online or elsewhere.

When we make journeys into unfamiliar areas ? perhaps riding a particular bus line or rail service for the first time ? there will be no need to spend time working out zones, fares and tickets. The smart card does all the brain work.

The new Brisbane smart card and its London older cousin offer a number of advantages.

Enlightened transport professionals have recently been arguing that transit smart cards should become a standard part of the salary package for many workers.

This would have a number of benefits. Firms could boost their green credentials and do something concrete to address climate change and environmental concerns.

Workers would have a new level of accessibility to the transit system.

People who were previously infrequent users of public transport might be tempted to take advantage of their card, shifting at least some journeys from car to public transport.

Employers would be in a strong position to make large-scale purchases of cards, meaning significant discounts.

Transit agencies could focus some of their marketing effort on these relatively few, yet large customers.

Marketing of go cards to employers should start with government agencies, universities and large corporate employers ? all of whom have many regular public transport users.

Over time, as passengers, employers and transit agencies begin to take full advantage of the benefits that smart cards provide, we can leverage the go card as a convenient key to sustainable travel throughout southeast Queensland.

In combination with other cornerstone public transport initiatives, it can provide the region with a platform for a more sustainable transport future.

[ozbob]

My comment on the News com blog:

Excellent article.  I have been using the Go card for a while now and it promises much for our beleaguered public transport.  There are some ongoing technical issues on the buses in particular but if we can get a high uptake improvements in public transport efficiency will be made.

The sad thing is that the Go Card has a millstone around its neck - the present fare structure. Dearer for many commuters it has come in for a lot of criticism because of this.  The Oyster card  in London, and the SmartRider in Perth have significant incentives in terms of real discounts and savings compared to cash fares. Here in Brisbane we get vague promises of distant equitable fare pricing and in recent public correspondence spin that says commuters have choice and you don't need to use the Go card. What a farce - hundreds of millions of dollars spent on a product, massive advertising blitz and they procrastinate about equitable fares!

[Derwan]

Of particular interest to me is the option to salary sacrifice top-ups.  I work for the QLD Government where we can salary sacrifice electricity bills. The government owns the generators that produce the electricity, so can offer it to us as a fringe benefit (up to a set limit).

Hopefully once the new transit authority starts on 1 July, it will be structured in such a way that the same offer can be made for public transport.

[mrciclismo]

It is a great idea to have the card available as part of an employment package. This also helps work on the mindset that public transport is somehow a second class transport and that driving everywhere is the way to go.

I would take the option if it were offered at my workplace.