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Business profile


Independent rail analyst and author Anna Marie Damgaard Kristensen looks at what passengers want from rail travel versus that which is currently possible


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ravelling is no longer a matter of checking arrival and departure information on posters, then boarding and simply moving from A to B, and hopefully, on time. Travelling is about a good experience, enjoyment and feeling safe. Travellers know the world is not perfect and that things can go wrong. Buses and trains can be delayed or interrupted; stations can be fully or partially closed or under construction. They acknowledge all this. What they do not accept is not being informed. They want to know what is going on and be treated as a valued customer who is given feedback forwarded in real-time and with an attitude that conveys, ‘You are important to us’.


Many passengers are busy daily commuters going to work or on business travel. They may need to work while travelling and therefore be online. They want to catch up with news or sport in a free moment or watch their favorite series so that, when they return home,


they can prioritise their family or hobbies. Travellers’ needs and demands might be diverse, but there is one demand which remains consistent. No matter what, all of them want the basic information on their journey - ‘Where am I going and can I get there as planned?’ We mustn’t forget that many travellers also have special needs, they may be blind, deaf or otherwise disabled. How do we better serve these people too, to ensure the quality of their journeys match those of the able-bodied traveller?


What is already possible? What follows is just a small selection of the many possibilities as to how we better ourselves and the experiences of our customers, and this will give insight into what is possible. Remember that a lot of other tools and solutions are available. Many solutions exist globally. I have in my sample base used Danish-designed solutions, provided by leaders in their field, which bring new innovation to the market. These samples are not only giving


travellers what they need but also offer operators benefits that optimise total cost and provide support through added values such as being green and socially responsible. Today, you can meet almost any traveller’s needs while also supporting operational efficiency and/or cost. Some solutions even open up the possibility of creating revenue so the operators’ investment costs are diminished.


Bring your own device What could be more convenient for a traveller than allowing him to continue using his own devices, wherever he is? Aporta Digital is a good example of an innovative company which has the customer, the operator and the operating conditions in mind. Using their own device, Aporta Digital Infotainment enables passengers to access the entertainment portal hosted in an easily installable ‘suitcase’ available on a train. The suitcase contains the necessary Wifi network and mobile networks for land/ train communication. The infotainment also works in offline mode and users do not need to have access to networks outside the train to get the desired experience.


Moving along tracks can cause problems with communication channels to landside portals and lead to interruptions in service. Many systems attempt as much integration and central control from landside as possible, and therefore there there is no information on board the train. This is very good in theory, however it demands a 24/7 operation, which can be difficult to achieve. Travellers hate interruptions in information and entertainment services, therefore, the offline mode option reduces the risk of customer dissatisfaction. The content and service can be adapted according to need, and the easy-install approach makes it a good and affordable option on trains already in operation. It’s a solution that can even be used to generate revenue.


Real-time passenger information FOCON Electronic Systems based in Sønderborg, is a leading solution supplier within the field of passenger information.


October 2013 Page 129


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