DART Mobile App Go Pass - American Public … · DART Mobile App Go Pass 2 . Agenda 3 ... Will it improve customer satisfaction? ... Project Plan Design of App

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DART Mobile App

Go Pass

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Agenda

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• Overview of DART

• Mobile ticketing procurement

• Technology/Business aspects

• Ticket purchase process

• Launch

DART Rail System Map

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Mobile Application Procurement Objectives

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• Provide riders with a “one-stop” solution to navigate throughout the

various transit agencies

• One single platform/One single interface for D/FW transit riders

• Robust back-end designed to sell tickets, handle credit card

transactions, facilitate multiple banking activity

Will it increase ridership?

Will it lower costs?

Will it improve customer satisfaction?

Will it be easy and cost-effective to implement?

Attraction of Mobile Ticketing

• Convenient, easy method to purchase tickets

• Leverages increasing use of smartphones

• Accommodates regional fares easily

• Creates opportunities for bundling purchases

• Provides visual proof of payment

• Lends itself to DART’s ungated system

• Low front end capital investment

• Shifts fares away from cash

• Provides better data regarding rider attributes and travel preferences

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Mobile Application Market Study

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Application Name – “GoPass”

• Consumer Preferred – Name and Design

– Connoted movement and ticketing

– Very “forward thinking”

• Scored very high in concept phase

– Scored even higher following product

description

• All consumers stated they would use

most/all features

• Consumer shift from current ticket

purchase practice in favor of mobile app

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Decisions Taken

Project Plan Design of App

• RFP for full deployment vs pilot • Smart phone vs feature phone • Bus-centric vs rail • Agency as system integrator vs third party • Multi-agency vs single agency products • Single admin vs independent admin by each

agency • Total users vs total transactions

• Branded vs agency name • Color choices for app clean vs bright • Each ticket design unique vs consistent

Payments/Passes Activation/Validation

• Mobile first vs open payment first • Open payment vs smart card • Credit card on bus vs smart card • Visual proof of payment vs contactless • Multi-modal pass vs tap and go on bus & rail • Multi-modal pass vs distance based fare • Many fare products vs few • Annual pass products vs daily • Bundled product vs single purchase • Two minute transition time vs instant on • Toll agency as one source of payment vs only

source

• Aztec barcode vs QR code • Barcode generated on the app vs backend • Option to buy but not activate immediately vs

immediate activation • Offline activation option vs online activation only • Dual purpose validator vs single • Free standing validator vs integrated

Unwire Contract Details

• Highlighted features

– Scalable

– Operates on virtually any smartphone

– Back office support • Credit card validation and processing

• Data security

• DART provides customer service

• DART acts in representative capacity

– DART recoups expenses related to The T and DCTA and charges 1%

processing fee

Software Fees Monthly Hosting Fee $2500.00/mo

Transaction Fee 1.00%

Trip Planner App Development Fee $130,000

• Compensation – Low initial cost to DART

• Services fees component related to credit card transactions

Overall, revenue administration costs projected at 5 to 7% of revenue collected

Contractual Relationships

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Go Pass App Features – Home Page

• Home page is the landing page that

allows you to navigate anywhere

within the app practically with one

button

– Buy Tickets – Immediately buy tickets

– My Tickets – Can store and view

existing/prepaid tickets

– Travel Tools – Allows you to plan trips

– Events & Offers – Provides information and

deals to activities in around the metro-plex

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• “Quick Buy” allows you to quickly

buy tickets that are most often

purchased

• Each of the transit companies is

boldly represented

• The activity you select will

display boldly

• You are always virtually one click

away from anything you need

within the app

Go Pass App Features – Buy Tickets

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Go Pass App Features – Buy Tickets • App gives customers access to all of our ticket types and enables purchase of

multiple tickets.

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Go Pass App Features – Buy Tickets cont’d

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Go Pass App Features – User Registration • Riders have the opportunity to keep their purchase information in their phone

for fast ticket purchases • The application enables retention of multiple credit cards

Get Code

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Go Pass App Features – Buy Tickets

Non Activated

Ticket

Retain in your digital wallet

Recently Activated

Provides a 2 minute

grace period

Active Ticket

Shows an actual

ticket & Aztec bar

code on the other

side

Expired Ticket

Clearly shows that

ticket has expired

• The ticket can digitally be flipped over to

reveal an Aztec bar code

– Ticket bar code can be scanned by

Motorola MC75 scanners (hand held) or

fixed bar code reader

• Multiple tickets purchased in one

transaction can be used individually or in

group

• Tickets not yet activated are good for 60

days

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Go Pass App Features – Additional Features

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Go Pass App Features – Travel Tools

• Trip Planning

– Consistent with current DART trip

planner

– Provides the option of departure or

arrival

– Assists riders in determining the

ticket type needed

– Provides price of recommended

ticket

• Other Tools

– Where’s My Bus?®

– Where’s My Train?®

– My Searches

• Provides activities information in

regional service area

• Opportunity to promote ”Bundled

Events”

– i.e., Transit and State Fair Bundle

Pass

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Go Pass App Features – Events & Offers

JOIN US SEPTEMBER 27, 2013 - OCTOBER 20, 2013 for the Texas State Fair Buy your DART Trip ticket and Fair Access pass for $XXXXX GROUP TICKETS : Round up your friends and save on groups of 20 or more! Click here for more information about group ticket prices and rentals.

Texas State Fair

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Go Pass Launch – How it works

• Leverage existing DART assets

– DART buses, trains, outdoor, digital

– Drive awareness of people already using or who could be using our system

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Go Pass Launch – How it works

• Leverage sponsored activities

– The activities are already heavily attended

– Provides access to roughly half a million people

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Go Pass Launch – How it works

• Identify strategic allies to advertise

• Software – Verizon, MetroPCS, AT&T

• Hardware – Apple, Samsung

• Banking – Bank of America

Go Pass App Development – Key Milestones

Jan Feb Mar Apr May Jun Jul Aug Sep

Full Scope Finalized

Application Development

Phase 1 Launch & Test Usage Test/Internal Test/Beta Test

Application Modifications

Final Check

Phase 2 Launch

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Calendar To-Date

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Event Date

RFP Issued April 9, 2012

Proposals due (14 received) May 14, 2012

Procurement award process May 14 – September 25, 2012

DART Board Approval September 25, 2012

Design Workshop #1 October 8 – 12, 2012

Design Workshop #2 November 5 – 7, 2012

Design Workshop #3 November 26 – 28, 2012

Development begins December 3, 2012

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