Case study: The Go Ahead Group

The move follows the introduction of a similar system called the Key on the organisation’s Oxford Bus Company coaches in early January. Ticket machines on each bus, which travel from Oxford to London, now support wireless networking to enable them to update back-end applications at the depot about what transactions have taken place during the day.

But the Brighton implementation goes a step further in that buses’ ticket machines will include a GPRS-based Sim card to update back-end applications in real-time and report any equipment faults for maintenance and repair purposes.

Dave Lynch, group technical director at the Go Ahead Group, says the project is about offering the best value in a highly competitive market. ‘While I believe there will be a revenue impact, this is primarily about improving customer satisfaction and loyalty and reducing fraud. People want simplicity and so this will make it easier for them to buy tickets and take the hassle out of understanding the route network.’

The new system means passengers can be offered instant discounts, incentives to travel outside of peak times, and price-capping after a given number of tickets have been purchased. The Sim card will also be used to track buses and provide up-to-date travel information to drivers and passengers via their mobile devices, with the aim to eventually hook up devices to Sim card-enabled CCTV cameras to supply information about incidents that may affect the journey.

The system was created in partnership with Orange, Comtech – which provides GPRS modems – and Wayfarer, a ticket machine manufacturer.

From early 2008, the company plans to trial a smartcard-based ticket that customers can also use on train journeys to Victoria station in London, which is serviced by its Southern Railways franchise. It is also exploring the possibility of working with third-party organisations to include e-wallet functionality.