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Technology


teams are connected with customer service employees through mobile technology will allow them to address problems faced by passengers faster. Mobile technology is becoming


indispensable to employees servicing our railways too. Equipping Network Rail trackside engineers with smartphones and tablets allows them to access information about technical challenges they are facing while on the job.


The ability to capture information


digitally and process it in real-time means Network Rail can predict and prevent problems on the tracks rather than fixing them when they occur. This in turn improves efficiencies in service, boosts passenger satisfaction and drives loyalty.


The digital world means new revenue streams for rail growth As mobile technology evolves, rail operators need to work harder to keep passengers connected throughout their journey. The 4G spectrum auction marked another major milestone in the UK’s journey towards a new generation of mobile technology. With that comes the potential for businesses, including rail operators, to transform the way they work, serve their customers and boost revenue. But this also raises a question in terms of accessibility of these new services on trains – will 4G drive the design and


implementation of new rolling stock for example. From a logistical perspective, 4G will be


invaluable in creating a truly flexible UK workforce. With speeds five times faster than 3G, large files can be downloaded and sent while on the move, video conferencing can take place almost anywhere, and real- time data can be sent from the point of source, all without the need for an office, a desk or even a computer. Rail operators can capitalise on this opportunity by ensuring they have a robust infrastructure in place to match these developments – they need to be 4G ready.


The boom of 'm-commerce' is set to continue with the arrival of ubiquitous connectivity through universal 4G. More passengers will be shopping on their mobile devices, presenting a huge opportunity for rail operators to work with retailers in travel hubs to generate new revenue streams. With the right digital engagement


tools such as mobile marketing messaging services, rail operators can stay ahead of the competition by offering value-added services to passengers, such as incentive vouchers for refreshments on their journey, deals on taxi services or discounts on visits to local attractions at their destination.


The digital passenger is an opportunity for the rail sector


In today’s hyper-connected world, the amount of data we are generating is growing exponentially. It’s a trend that is creating enormous challenge for organisations across all sectors, from the IT to the marketing department alike, but it also presents some fantastic opportunities. It’s important to remember that digital


engagement isn’t just about products and services, it’s about inspiring change and introducing new ways of doing things - different, personalised ways of interacting with customers. The opportunity to understand more about customers – in turn allowing operators to drive a closer relationship with them by delivering a more personalised service experience is out there, it just needs capturing . At a time of economic uncertainty in


the UK, rail operators that jump on the digital technology and innovation available to create new revenue streams have a real chance to grow, contributing to a boost in the rail industry as a whole.


Anna Holness is managing partner of O2’s Passenger Services practice. O2 recently launched an initiative to recognise innovation in passenger services and support good causes at the same time. For more information on the O2 passenger services award visit: www.o2.co.uk/enterprise/sectors/passenger- services/innovation-award


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