GoPass. The North Texas Mobile Ticketing App for Transit Riders. Improving the Value Proposition for the Consumer

Transcription

1 GoPass 1 The North Texas Mobile Ticketing App for Transit Riders Improving the Value Proposition for the Consumer DAVID LEININGER EXECUTIVE V.P./CFO DALLAS AREA RAPID TRANSIT FEBRUARY 6, 2014

2 Types of Passes Accepted

3 Mobile Application 3 Ticket Identification is very simple Gray not yet activated Can keep for 60 days Yellow Recently activated to determine timing of activation Green Active; Red Expired QR Code located on the back side of the ticket for scanning

4 Messaging Learning 4 We tested two messaging approaches; Direct vs. Campaign style Direct was the preferred approach. Riders got it. Easy to understand. The visual says it all Good for a campaign. More engaging. May make you take another look. But not easy to understand

5 Summary of Sales Activity

6 First Month Activity Summary Total Downloads 38,838 Total tickets sold 36,659 Total sales $235,000 By Pass Product % Trans % Revenue 2 hour 25.9% 10.1% Midday 4.9% 1.4% Day pass 63.5% 47.3% 7 Day pass 3.4% 13.3% 31 day pass 2.3% 27.97% 6 AVERAGE TRANSACTION : $6.40

7 GoPass Ticket Sales to date 3,500 3,000 2,500 2,000 Of#icial Launch 7 Sales transactions have continued to increase 1,500 1, The State Fair appears to have had a positive impact on GoPass ticket sales To date, DART has had 91% of total ticket sales The T and DCTA make up almost 10% of ticket sales DART 91% % Sales by Agency The T 7% DCTA 2%

8 GoPass Downloads GoPass is now up to 91,962 downloads! Since the launch we are averaging over 671 downloads daily 50% of the downloads are being generated by Android, 50% ios 8 100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Of#icial Launch Android ios

9 Transaction Summary Revenue Results 9

10 Transaction Summary thru Jan 23, Download Summary GoPass Numbers Total GoPass Downloads 91,962 Android 45, % ios 46, % Total GoPass Sales (Number of Tickets) 214,463 DART 196, % The T 14, % DCTA 4, % For the period 9/9/13 through 1/23/2014 Activation Summary GoPass Activation Information GoPass Tickets Sold 214,463 Tickets Activated 209, % Ticket Activation Windows: Within 24 Hours 180, % Within 48 Hours 6, % Within 7 Days 11, % Within 30 Days 6, % Within 60 Days 1, % Not Yet Activated 3, % For the period 9/9/13 through 1/23/2014

11 Where do we go from here?

12 Balance of Deployment Plan for GoPass January-February Introduce website to accommodate individuals needing receipts, and allow online ticket purchases Shift annual and semester pass programs to GoPass platform Spring, 2014 Introduce combination ticketing for event/transit pass Offer GoPass sales link from event manager website with unique promo code to assure event registration has occurred Deliver event bulk pass products through GoPass (example NCAA Final Four event in April 2014) Introduce custom coupon programs pushed to GoPass app

13 GoPass Corporate and Student Pass Product Corporation or University determines the participants and provides customer information including photo ID Eliminates problems with replacement of lost or stolen passes and administering additions and deletions throughout the year Same product and software platform can be utilized for conference attendees Ticket presentation and validation combines visual ticket, photo ID and QR barcode scanning

14 Leveraging GoPass Today GoPass have more than users. This is estimated to double during the next 12 months. This gives DART a unique position and a direct communication channel with the travellers and users of GoPass. Leveraging this position opens a new business opportunity for DART. DART will bundle transport with offers from local partners to create value and hence loyalty for customers and drive sales for partners. GoPass users will experience and added value in the form of targeted (and location based) offers directly in the GoPass app. This will add to the perceived value and experience of travelling with DART.

15 NCAA / Special Events Special Event Additions: 15

16 NCAA / Special Events Special Event Tickets: 16

17 The added benefits will help drive sign ups and enrich the DART customer database with valuable customer data. Such as preferred products and partners, purchase patterns, general demographics. Customer data will be uniquely valuable when matched with location/travel patterns. Local partners will benefit from access to a segmented customer base through a cost-efficient and direct channel (GoPass app) on a personal media. Furthermore the DART Voucher and Coupon platform will track all steps of end user activity, providing valuable data for further analysis and evaluation. Events-Offers-Coupons

18 Pass!Voucher

19 GoPass Coupons Coupon pushnotification Coupon offer Coupon claimed

20 Example of the way coupons might be presented. Just a couple of ideas.

21 GoPass is Now Available to Other Transit Agencies Outside North Texas Through DART ILA The GoPass mobile ticketing platform will be offered to interested transit agencies through DART DART and Unwire have worked out a licensing arrangement that allows DART to serve as program administrator and to provide technical and marketing support for other agencies wishing to introduce GoPass as a mobile ticketing solution DART has developed an interlocal agreement (ILA) document that outlines front-end and ongoing costs for participating agencies

22 22

23 In Conclusion

24 Concluding Thoughts The transit customer, whether rail, bus or both gets mobile payment and likes it The transit customer, whether occasional or regular, dislikes the frustration of dealing with TVMs and the stress of last minute purchasing It s the customer that likes an all in one app; it s the transit agency that likes open payment, tap and go It s not about barcodes vs NFC it s about ease of use and the value proposition From a capex cost standpoint there is no competition, mobile flash pass app wins hands down The best technology will struggle without the active involvement of marketing, transportation, customer service and fare enforcement (over and above finance and IT) When your bus operators and fare enforcement officers embrace something (and they like mobile apps) they become your best sales force