How to Deliver a Citizen Card Scheme

Ian Goodfellow

Fares & Pricing Project Leader

Metro

RFID 30 September 2009

Introduction

• Yorcard• Smart|Sheffield Card• DfT – SYPTE tender

– Citizen Cards– Scope

• Headline results• Where next?

Yorcard

• Pilot in Sheffield• 200 buses, 3 operators• 7 rail stations• Operational since March 2008• ENCTS• School passes• Commercial travel cards and PAYGo

Smart|Sheffield Card

• Has done e-voting (175,000 cards)

• Is doing libraries and leisure (86,000 cards)

• Fixed and mobile devices

• Managed by AIDC

DfT/SYPTE Tender‘Proposal of a Multi-Modal Transport Smartcard Solution

Including Citizen Services’

• Started Spring 2007• Aims to develop the 2 Sheffield schemes• Understand best practice• A killer application?

‘A transport smartcard enabling the use of local authority services?’ or;

‘A local authority smartcard enabling the use of transport services’

DfT Tender - Scope• A simple technological trial in a laboratory:

– Loading leisure and library applications– With Yorcard smartcards– Mifare Classic 4k LASSeO encoding

• User surveys with existing smartcard users:– Yorcard/ENTCS users– Users of Sheffield City Council smartcards– Focus groups and surveys

• Structured interviews with individuals within various organisations

• A review of what other schemes are delivering to their customers

Headline Results – Technological Trial

• It doesn’t cost much• It doesn’t take long• No impact on time for Smart|Sheffield

equipment• Still some work to do on transport

equipment• ITSO part first

Headline Results - User surveys

– Consumers want:• Discounts/loyalty• One card easier to manage and welcomed – easy

to replace• Single point of help

– Consumers don’t want:• Loss of multiple services if lost card• Big Brother

1. Public transport2. Leisure 3. Libraries4. ID card other services5. Car parking

1. Small value goods2. Taxi fares 3. Bill payment4. Voting card5. Proof of age

Headline Results - Interviews

• Benefits

• Current challenges

• The future

• But, do people really understand the concept?

• Is a simple “How to” guide needed?

Headline Results – Other Schemes

• Schemes are generally simple

• Entitlement and access to services

• Use LASSeO profile

• Few use e-purse

• Branding and ownership by local authorities

• Well populated areas

Where Next?

• Clear central strategy:– DWP consultation– Ticketing Strategy– Alignment with local strategies– Communication between local stakeholders

• Critical mass of ENCTS cards • Simplify the technology message• Auto load entitlements?• Is an e-purse really needed? • Ways to support the customer• Funding• Resolve branding and ownership issues

Keep it simple!

Questions, Comments and Contacts

Ian Goodfellow – 0113 2517 275

Fares & Pricing Project Leader

Ian.Goodfellow@wypte.gov.uk