Transport group Go-Ahead has brought its ticketing systems back in-house to enable better use of passenger travel data and offer more targeted products and services.

Until January, online service TheTrainline handled all ticket purchasing on Go-Ahead’s behalf, but the introduction of smartcard technology as well as mobile and self-service initiatives meant the firm needed to manage its own operation.

The migration to on-demand Siebel software hosted by Atos Origin was carried out over a six-month period. According to Go-Ahead group technology director Dave Lynch, the decision was strategic rather than a cost-cutting exercise.

“Cost is not the main driver – we get more commission because we are doing more of the work, but the drivers for migrating are connectivity with the customer and most importantly, the information,” he said.

“We are trying to provide a slicker operation. But to do that, we had to take ownership of data and have marketing activity within our grasp.”

The migration involved integration with the firm’s web back office as well as the setup of integrated call centre and ticketing fulfilment. Train operator Southern was moved first, followed by Southeastern, and London Midland is being migrated now.

Under the new setup, the firm will be able to offer a web self-service facility along the lines of airline ticketing services, said Lynch. The new offering will also include the ability to buy season tickets online using direct debit, which will allow Go-Ahead’s companies to send targeted offers and special fares to customers.

Go-Ahead is also investigating the use of mobile technology for ticketing and is in talks with Atos Origin about a group-wide SMS ticketing pilot.

“The collection of travel data will also enable us to send relevant travel information at particular times. We will do that via text, but more people now have access to email on the move so we will also use that channel as you cannot transfer a lot of information via SMS,” said Lynch.