Technology
Go no contact M
erseyrail recently became the first UK rail operator to accept contactless as a method of payment,
marking a new era of innovation in customer service for passengers. With the new contactless technology, introduced in partnership with Global Payments and MasterCard, customers will be able to pay for journeys of £20.00 or under by touching their contactless credit, debit or prepaid card or device over a payment reader to pay for their travel.
Consumer behaviour and expectations are constantly evolving and as a result, it is changing the face of payments. With the rise of mobile technology, the challenge for the rail industry is to adapt and ensure consumer expectations are met. For Merseyrail, this project has been in discussion for a number of years, but as contactless has now become commonplace in most retail environments, it is the perfect time for the company to bring this technology to market for its customers. Contactless
There is a real opportunity for the rail industry to operate in a world beyond cash to boost customer loyalty and growth through new technology saysAnouska Ladds
payment provides a faster service, which means shorter queuing times, secure payment, more choice and flexibility for commuters.
Best experience for consumers Traditionally, transit has been a cash dominated sector and has failed to keep pace with digital or mobile innovation as well as other sectors, such as retail. However, I believe that there is a real opportunity for the rail industry to operate in a world beyond cash to boost customer loyalty and growth through new technology such as contactless. It is not simply about payments. It is about providing the best experience for consumers. For the rail industry, the innovation of payments is the natural next step to enhancing the commuter experience. For example, alongside purchasing rail tickets, selected Merseyrail stations also sell food, drink, newspapers and other retail goods, all of which can be paid for using contactless technology through an
integrated ticketing and retail system - ultimately, making commuters lives easier. Innovation, such as contactless payment technology, leads to more choice for consumers and ensures services are one step ahead of the competition. At MasterCard, we set up the Transit,
Travel and Leisure division because we are committed to improving innovative transport systems globally. In London, with the introduction of contactless across the network, the industry is producing an innovative solution that will work not just in the capital but in major cities across the UK. Merseyrail is the most intensively used rail network outside of London, so it is the perfect place to start the revolution of contactless technology. This partnership is the first step in our ambition to offer all transit networks in the UK safe, secure and more convenient ways to pay for their travel.
Increasingly, consumers will expect the mobile and digital innovations they take advantage of in other sectors to be accessible in the transit sector as well. The best way to meet changing consumer demand in the rail industry is to embrace technology that can support a number of different ways to pay. Secure mobile payment such as contactless provides an efficient and enjoyable experience for commuters and it is fantastic that this modernisation is starting to be driven forward, not just in London but throughout the UK.
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Anouska Ladds is head of Transit, Travel and Leisure at MasterCard
December 2013 Page 97
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