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How to Deliver a Citizen Card Scheme

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

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How to Deliver a Citizen Card Scheme

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  1. How to Deliver a Citizen Card Scheme Ian Goodfellow Fares & Pricing Project Leader Metro RFID 30 September 2009

  2. Introduction • Yorcard • Smart|Sheffield Card • DfT – SYPTE tender • Citizen Cards • Scope • Headline results • Where next?

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

  4. 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

  5. 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’

  6. 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

  7. 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

  8. 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 • Public transport • Leisure • Libraries • ID card other services • Car parking • Small value goods • Taxi fares • Bill payment • Voting card • Proof of age

  9. Headline Results - Interviews • Benefits • Current challenges • The future • But, do people really understand the concept? • Is a simple “How to” guide needed?

  10. 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

  11. 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!

  12. Questions, Comments and Contacts Ian Goodfellow – 0113 2517 275 Fares & Pricing Project Leader Ian.Goodfellow@wypte.gov.uk

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