Group says mobile ticketing has proved to be a great success, and forms part of a wider initiative to improve the mobile retailing experience

Go-Ahead reached a major milestone this month as its bus companies continued to roll-out mobile ticketing.

Mobile or m-ticketing has generated over £1m of revenue in less than 12 months, demonstrating the way in which ticket retailing in the transport sector is changing.

M-ticketing enables passengers to instantly download tickets through their smart phones. The solution used by Go-Ahead is provided by Watford-based Corethree. It was first trialled by Go-Ahead at Go North East for six months, before being introduced at Plymouth Citybus, More, Bluestar, and more recently Brighton & Hove (see pages 16-17). It will be rolled out to Metrobus services in Surrey and West Sussex this summer.

“Improving our retailing to passengers while they are on the move has proved a big success in our businesses,” says Gillian Singh, group marketing director at Go-Ahead. “In the past 12 months £1m of revenue has been generated on the back of 65,000 ticket downloads. Over 45% of the apps downloaded by our passengers lead to a sale. It’s clear that m-ticketing as a retail channel is proving hugely popular and will continue to grow as more passengers realise how easy it is to use.”

Go-Ahead selected Corethree’s mobile platform services due to the company’s agile development, rapid deployment and range of technical capabilities, including powerful integration and a built-in business intelligence suite.

Powered by Corethree’s Core Engine platform, the m-ticketing solution offers ticketing and mobile information services to passengers via iPhone and Android devices. Bus users are able to browse, select and then purchase bus tickets using their smartphone, with easy one-time registration of payment details and on-screen tickets that can be used within seconds of purchase.

Corethree’s business intelligence suite collects and analyses geographic data regarding m-ticket purchases and usage, together with product and revenue analysis to understand passenger behaviour. This allows products and services to be tailored to match the requirements of passengers. For example, business intelligence data could show that certain tickets could be required for niche passenger demographics or events. Bespoke tickets can be created on Corethree’s web admin console by contact centre staff in real-time, and offered to passengers immediately. Corethree says that the web admin portal and business intelligence analytics tools come as a standard part of its m-tickets solution.

Meanwhile, m-ticketing is helping Go-Ahead to deliver on its commitment to improving the mobile retailing experience for passengers for both smart phones and tablets.

“It complements our philosophy of designing new retailing channels for passengers on the move, as well as the development of our recently launched fully responsive bus websites showing information in layouts that vary according to the device that accesses them,” Singh explains.

“These websites mean we are starting to move away from the requirement to update both desktop websites and mobile sites with new content.

“Traditional ways of displaying timetables and routes have been fully redesigned and built with smartphone screens in mind. Go-Ahead is also launching responsive emails from its CRM database as over 53% of all emails sent are now opened on a mobile device – compared to 12% back in 2010.”


Related stories can be found inside the latest issue of Passenger Transport:


Chiltern extends mobile ticketing
System will cover TOC’s entire commuter network

‘We wanted to join in as quickly as possible’
Earlier this year, bus company Brighton & Hove introduced a mobile ticketing solution provided by Corethree, and the feedback is very positive

Arriva pushes on with its mobile revolution
Four years on since the launch of m-ticketing across its UK bus division, Arriva expects that the 10 millionth m-ticket journey will be made this year


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