Opinion
In the passenger seat
‘There’s an app for that!’ Yes, but not many passengers know
Passengers are increasingly coming to expect services to be delivered in smarter ways as technology becomes a bigger part of everyday life says Anthony Smith
W
e believe that the introduction of smarter ticketing in public transport could make life easier – and cheaper – for passengers. For this to happen though, it is essential that any smarter ticketing schemes are well-designed, properly implemented and clearly communicated. In order to make sure that the passenger is at the heart of the development – that products are designed for ease of use, rather than what is convenient to administer – we are undertaking a wide-ranging research programme on smart ticketing, on behalf of the Department for Transport.
Over the next 18 months we will further explore needs and attitudes before smart ticketing is introduced more widely, and evaluate existing and pilot smart ticketing schemes. The reports we produce will provide guidance for transport operators setting up smartcard schemes. Our report Smart ticketing – mobile apps, the third in the programme of research exploring passengers’ needs and attitudes to smart ticketing, considers passengers’ use of apps in
public transport, and particularly on rail. Previous reports in the programme were Smart ticketing – what passengers want and Smart ticketing – the Oxford SmartZone. A combination of focus groups and individual interviews looked at rail passengers’ current use of apps (rail, public transport and others) and their reactions to existing apps and potential enhancements, including some which could accompany smart tickets. The research took place in London, Oxford, Brighton and Stockport. Our study found that many passengers use and love some apps as they provide shortcuts to managing daily life.
In general terms, for any app to be successful, it should be focused, presented clearly and cleanly, up-to-date and accurate, and be positioned as a mobile version of a more detailed on- line version. It should also be offered by a trusted provider and ideally be able to be customised by the user.
Promote your apps Yet, there is surprisingly limited awareness of rail apps currently, even among train commuters who regularly use numerous other apps. When passengers were shown current rail and travel apps, these were generally well-liked and some potential improvements were also welcomed. We would urge providers of apps to promote their apps and encourage use as passengers can find them to be a tremendous help in information gathering and ticket purchase. However, apps will never appeal to all: many do not have smartphones or tablets and others who have them do not wish to use them for these kind of activities. So it is important that traditional forms of communication and support for passengers, including staff, are maintained alongside apps and other technological advances.
So good apps are out there. But why are they not reaching passengers? No real need? Apathy? Limited promotion? That fabled opportunity to reach, engage and talk to your passengers seems tantalisingly within reach but needs one final push.
Watch a video summary of the report at:
http://www.passengerfocus.org.uk/news/articles/ rail-passengers-dont-know-there-is-an-app-for-that Anthony Smith is the chief executive of Passenger Focus
• February 2014 Page 23
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164