Smart Ticketing on Buses in Brighton & Hove: Interim report - - PowerPoint PPT Presentation

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Smart Ticketing on Buses in Brighton & Hove: Interim report

Prepared for: Transport Focus Date: May 2015

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• 1. Background and objectives
• 2. Who we spoke to
• 3. Reasons for bus travel and attitudes towards using the bus
• 4. Bus journey experiences
• 5. Suggestions for improving the bus experience
• 6. Awareness and perceptions of smart technology & the key
• 7. Current usage of the key smartcard
• 8. Reactions to the key implementation onto Big Lemon / Compass services
• 9. Conclusions and next steps

Contents

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Background & objectives

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• The provision of smart ticketing, and more specifically smartcards, is becoming

increasingly widespread on public transport as a replacement for traditional paper ticketing

• Smart ticketing offers a range of benefits over traditional methods of ticketing
• Smart cards are more durable than paper tickets and can be securely replaced if lost or

stolen

• They can be purchased online, in advance of travel, reducing queues on the buses

themselves and the need for passengers to find / prepare change

• From an operator perspective, smartcards provide superior passenger data on ticket

usage, journey length and footfall

• Enabling operators to run operations more effectively and plan services to meet needs more

accurately

Background to the research

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• Brighton already has a fairly advanced smart ticketing scheme in place, compared to

many other towns

• The key smartcard has been available for use on the town’s Go-Ahead Group buses for a

number of years and it has also been introduced on the rail network for travel by train on Southern Railways services to London

• However, two of the smaller bus companies that operate in Brighton, Big Lemon and

Compass, are not smart enabled and only accept paper tickets

• This is a source of confusion and even complaint amongst passengers and may dampen

demand for Big Lemon and Compass services

• The Department for Transport is launching a pilot in the Brighton area that involves

two Big Lemon and seven Compass buses being smart enabled

• Allowing bus passengers to use the Key on these buses and remove the need for separate

tickets when travelling on Go-Ahead services

• The pilot is planned for August 2015

The need for research

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• The overarching objective of this research is to understand the views of both

passengers and bus drivers on smartcards and the implementation on Big Lemon and Compass bus services in Brighton

• As well as identify any issues which might arise from implementation of smart payments
• This report is focused on views and experiences of smart ticketing at pre-

implementation stage, and will be completed after a 2nd wave of research in August 2015 (after the buses in question will have the technology installed, tested, and

• perational)
• This involved face to face and telephone interviews with passengers of all three bus

services impacted by the broadening of the scheme, as well as drivers of Compass & Big Lemon vehicles

Research objectives

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Who we spoke to

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Who we spoke to – Bus passengers

8 Users of Big Lemon / Compass services ONLY Users of Big Lemon and/or Compass services AND Go- Ahead services Users of Go- Ahead services who actively reject using Big Lemon and/or Compass services Big Lemon / Compass Big Lemon / Compass Go-Ahead

Commuter & regular user 2 2 1 Leisure & at least weekly user 2 1 2 Leisure & infrequent user 2 1 Business &

• ccasional user

1 2

Total 7 6 3

• 16 x 45 minute face to face interviews

with bus users in Brighton in April 2015

Additional recruitment criteria

• Spread of age / gender
• Some purchased either a weekly, monthly or

annual bus ticket

• Some users of other types of transport

e.g. tube / train

• For Go-Ahead users a mixture of those using

the key only and the key plus cash

• A mix of level of comfort with using the smart

card payment method

• All exclusive Go-Ahead bus users owned and

used the key smartcard

• All paid for at least some of their bus journeys

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• Six x 45 minute face to face / tele-depth interviews with bus drivers in April and May

2015

• Three employed by Compass
• Three employed by Big Lemon

Who we spoke to – Bus drivers

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• All were screened to ensure they were aware of

the key smartcards in Brighton, and were experienced drivers, able to provide views and

• pinions on the subject area
• Bus drivers were paid a cash incentive of £30 for

their time

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• Brighton and Hove has a relatively youthful, technologically literate community of

bus users, who aren’t particularly wary of change in general terms

• Many were using the Go-Ahead app on their smartphones to plan journeys, check progress

and, in many cases, to pay for their travel

• They tend to be savvy about bus use, and most were comfortable with ‘working

round’ the services available to them, and dealing with whether the key is accepted

• r not
• Many had the services for which they could / could not use tickets very clearly delineated in

their minds

• Many are proud to be green, and the premium on parking in the town is widely seen

as positive (reduces congestion and minimises pollution)

• Big Lemon have a certain caché in the area for their green credentials – even non-users have

a fondness for a service that is so environmentally responsible, and are proud it operates within their region

• Almost everyone knew it operates on cooking fats and is ecologically superior as a result

Buses in Brighton: The big themes

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Reasons for bus travel and attitudes towards using the bus

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Leisure users

• Often use bus to visit the town centre for shopping, meeting friends / family,

entertaining children, days out to Worthing, Littlehampton etc.

• Sometimes using buses instead of car, or more often because there is no alternative

Commuter users: for work / study

• For travel to work / study the bus is often part of a wider journey by train / walking, and used if

running late, a lift becomes unavailable, parking is too expensive or weather is bad e.g. raining /

• thunderstorm. Some parents accompany their child on the bus for all or part of the way.
• Others rely on the bus entirely, having decided it is the most economical and speedy way to reach their

destination

Infrequent users

• Bus is a spontaneous decision for some: whilst en route to their destination, or an alternative to

walking home, or to replace a mode of transport they could use

• Leading most to highly value the convenience and suitability of buses in the Brighton area

Bus travel in Brighton is a useful, and affordable method of transport for most, and often relied upon

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• The majority see Brighton’s buses as very helpful in day to day life. For

some it is a lifeline, where there are no other transport options available to them

• Most value the bus service, and satisfaction is generally high

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• The vast majority were positive about using bus services in Brighton and Hove, and

identify clear benefits of buses over other methods of transport, especially driving

• Most see using the buses to get to the centre of Brighton as eco-friendly, especially

when compared to driving (and parking) there

• In line with the drive for a greener Brighton, many are keen to feel they are doing the right

thing by using buses

• Using the buses is hassle free on the whole, especially when compared to other forms
• f transport
• Bus stops nearby homes / popular destinations make them a very convenient way to travel
• Some compared using the bus to driving into central Brighton; which proves tricky and ‘a

nightmare’ in terms of parking

• The regular nature of bus services in the centre of Brighton, as well as the information

screens at bus stops provide services that are of a high standard

• Allowing for adequate planning when using the bus, and making bus travel in Brighton highly convenient
• The Go-Ahead bus times app is useful for real time updates of services, and planning exactly when to set
• ut to catch a bus

Most are happy to use the buses, and feel the service delivered is good

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Bus journey experiences

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• Most claim to have no, or limited choice when selecting a bus (dictated by the

timetable and suitability of services)

• Perception that Brighton & Hove buses (as Go-Ahead services are invariably known

by passengers) have a monopoly on central bus routes; often the only option

• Big Lemon / Compass services are considered much less regular
• As a result, most users of Big Lemon / Compass also use (or have used) Go-Ahead buses on
• ccasion
• However, most Big Lemon / Compass passengers showed a desire to use these buses

more or exclusively due to:

• A friendlier customer experience than that on Go-Ahead / Brighton & Hove bus services
• A feeling that there is an unfair dominance over the bus routes by this company
• Barriers to passengers of Big Lemon / Compass using these services more are:
• The inability to use Go-Ahead m-tickets / the key smartcard on these services
• Big Lemon / Compass services not as regular for their routine journeys

Most bus passengers are restricted in their choice of service providers when using the bus

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Factors in bus journey experience

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What leads to a bad experience when using the bus?

 Disruption from fellow passengers  Not having correct change to purchase a ticket  Bus services not on time / never arrive  Inability to use certain ticket / the key smartcard for travel  Poor value bus tickets  Rude / unfriendly service from the bus driver  Lack of consideration for buggies  Unscheduled route changes / early terminations  Lack of communication  Lack of shelter at bus stops  Delays due to driver changes  Inability to access bus times app: no 3G / no battery on phone

What leads to a good experience when using the bus?

 A smooth journey i.e. no unexpected stops / hold ups during the journey  Short queue / short boarding time onto the bus  Pain free purchasing of tickets at the driver’s booth  Good / friendly service from the bus driver  Clean and tidy interior of the bus  Access to reliable information on live bus arrivals / departures e.g. information screens  Regular bus services  Bus services on time  Being able to use the key smartcard  Being able to use m-ticket app / bus times app

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Good bus journey experience: relative impact

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= CORE = SECONDARY = PERIPHERAL Regular bus services Good / friendly customer service from the bus driver Access to reliable information

• n live bus arrivals / departures

e.g. information screens Short queue / short boarding time onto the bus A smooth journey i.e. no unexpected stops / hold ups during the journey Pain free purchasing of tickets at the driver’s booth Clean and tidy interior of the bus Being able to use the key smartcard Bus services on time Being able to use m- ticket app / Bus times app Determined from passenger feedback

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Bad bus journey experience: relative impact

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= CORE = SECONDARY = PERIPHERAL Disruption from fellow passengers Not having correct change to purchase a ticket Inability to use certain ticket / the key for bus travel Bus services not on time / never arrive Poor value bus tickets Rude / unfriendly service from the bus driver Lack of consideration for buggies Unscheduled route changes / early terminations Lack of communication Lack of shelter at bus stops Delays due to driver changes Inability to access bus times app: no 3G / no battery on phone Determined from passenger feedback

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Factors in bus journey experience: the driver perspective

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What leads to a bad experience when driving the bus?

 Aggressive / argumentative passengers  Traffic on the roads  Bad drivers on the roads  Running out of paper for printing paper tickets  Bus breaking down  Behind schedule because of reasons out

• f your control (congestion on the roads

/ long queues to board the bus)  No back up if broken down / altercations with a passenger  Turning away passengers because of inability to accept the key

What leads to a good experience when driving the bus?

 Bus lanes available on the route  Polite / appreciative customers  Minimal change required from passengers  Non-cash users: SAVER ticket holders / Concessionary pass holders  Driving on a scenic route  No distractions from passengers whilst driving / being left alone when driving The better the ticketing system is, the better the day the driver’s going to have The attitude passengers take towards you dictates what sort of day you are going to have. It is surprising how much it affects you It is embarrassing and hard to turn people away who have the key; often you get sarcastic and rude responses Cashless fares take away so much of the grief you usually get from old ticket machines

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• Go-Ahead buses are seen as modern and well kept
• Seats are in good condition (i.e. not ripped / burnt / torn) and the passenger area is clean
• Free Wi-Fi is available on these services, and much appreciated
• Many use the Go-Ahead m-ticket and bus times apps, which they find very useful in planning

and paying for their bus journeys

• Some buses have 4-seater table areas, which some students find useful for doing work /

extra activities on the way to / from college

• Due to the vast number of routes that these services cover in the centre of Brighton,

most find services busy, which for some has led to:

• Having to stand on the bus for the whole duration of the journey as there are no free seats
• Being refused entry to the bus due to overcrowding / no space for child’s buggy
• Unpleasant customer experience and stressful environment

Bus journey experience – Go-Ahead (Brighton & Hove Buses)

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• Some also mentioned bad customer service from bus drivers:
• Some were unfriendly / un-cooperative when tickets were purchased

from them at the booth, or when they were asked for assistance / information during the journey

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• All passengers of Big Lemon bus services claim that their experience of using these

buses is a pleasant one, often better than other bus services they use:

• Friendly bus drivers; many bus users stated that they have a good relationship with Big

Lemon bus drivers and know them well

• Music played on the bus
• Cheap ticket prices
• A calm and relaxed environment on the bus
• A good feeling about using the service due to the eco-friendly

and sustainable way of travelling; recycled cooking oil is used to power the bus

• Some noted that over and above their main reason for using Big Lemon they have

also used these bus services for specific leisure activities, including travelling to festivals (Glastonbury) and also for private events, where their buses had been hired

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• As a result many associate Big Lemon with happy times; as a fun and sociable bus company,

and one which is close and accommodating to the local community

• Making many keen to use their bus services more

Bus journey experience – Big Lemon

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• Compass bus services are generally seen as infrequent
• Go-Ahead buses are often preferred due to greater regularity on the same routes

Bus journey experience – Compass

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• Yet some stated that Compass provides services on routes less

central / routes on the outskirts of Brighton and Hove, not always covered by Go-Ahead buses, and in this sense their services are highly valued

• These routes are particularly important for those using the bus to visit

friends / family who live away from the centre of Brighton, as in these instances Compass services can be more direct / faster

• Most users of Compass bus services compared them to Go-

Ahead buses, as most have to use both. As such they noted that Compass services are:

• Less busy than Go-Ahead buses
• Not as modern / well kept as Go-Ahead buses
• No Wi-Fi is provided
• Used mainly by elderly / those with a concession card for travel
• Not able to accept the key smartcards

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Suggestions for improving the bus experience

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• Drivers feel that the bus network in Brighton is already of a high standard; some

noted that it is award winning, whilst others felt that the high regularity and reliability

• f bus services in the area is impressive
• As such, some struggled to think of major changes they would like to see
• However, implementing the key to minimise need for cash was suggested by many
• Many bus drivers like the ease and speed that cashless fares and pre-paid travel brings to

bus driving, since most experience SAVER and concessionary ticket holders daily. One Big Lemon driver stated that just 20% of his daily fares are cash

• Cashless fares remove pressure of ensuring passengers purchase the correct ticket from the

bus driver, which was noted to often be difficult

• Implementing the key for use on Big Lemon and Compass would be a step in the right

direction towards removing cash fares entirely

• Some would like to see information screens fitted on peripheral routes in Brighton;

echoing passenger feedback

• Some feeling that people are often unclear as to the schedule/ destination and expected wait

time, which causes hold ups when having to explain to passengers what service and route their bus is taking

For Compass and Big Lemon drivers, removing cash fares are the main, and often only, priority for changes to their buses

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• Increasing the frequency / regularity of bus services was top priority across all three

service types, but particularly Compass and Big Lemon

• For some, even small changes such as a bus service every 7 minutes instead of every 10

minutes would delight

• Long waits between services, especially in winter / bad weather, cause great frustration and

knock on problems, plus infrequent services are more likely to be over-crowded

• Lowering of ticket prices, particularly one day SAVER tickets was also desirable
• Some believe they could drive into the centre of Brighton and park their car for the same

price or less than two one day SAVER tickets; which they see as defeating the object of buses encouraging eco-friendly travel

• Some desire for a cheap return ticket, rather than having to buy either a city SAVER (all day)
• r two single tickets, if travel isn’t needed for the whole day
• Some felt that child fares were unnecessarily complex, with numerous exceptions and rules
• Stopping cash fares altogether
• Some frustration, both personally and in terms of fellow passengers not having correct

change for a ticket when boarding the bus, and cash payments causing unnecessary hassle

• Multi-operator ticketing is low salience as a need, purely because of the routines currently in

place to avoid having to purchase more than one ticket

For passengers, although widening the key access was important, improvements to bus logistics took priority

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Within the secondary tier of desired improvement, were information screens, more space for buggies, and the key

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• Information screens fitted on peripheral routes in Brighton
• Most claimed that information screens are only found on the more central bus stops in

Brighton, whilst on peripheral routes passengers have to read the timetable boards, which proves tricky and inconvenient for many

• Better access for / driver understanding of needs of buggy users
• Pulling up to kerb in accessible place etc.
• Many spontaneously mentioned the need to enable the key

smartcard for use on non Go-Ahead bus services in Brighton

• Some feel this would allow them to use their preferred bus services

more

• Others pointed to the interlinked public transport system in London as

the ideal situation; providing simplicity and ease to travel

• Some argued that if a paper SAVER ticket could be used cross-service,

then why couldn’t the key?

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In their own words…priorities for improvements

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“I think there should be information screens

• n the more rural bus stops. If I’m dropping

the kids off at a central bus stop and I can see that the next bus isn't for another 10 minutes, I will drive them to another bus stop which is

• closer. So the screens do help you plan and
• rganise what you want to do”

“I think there should be a cheap return ticket offered

• n Brighton & Hove buses. I often have to travel into

Brighton to pick a few things up and then return again immediately. I don’t need travel for the whole day which a city SAVER ticket offers, and two singles is more expensive than a city SAVER ticket. So I don’t feel these tickets are good value for me” “They should remove cash fares on the buses as it takes too long. So many people board the buses with notes, especially on the Park & Ride routes where people are from out of town. London copes with cashless fares, and that’s one of the busiest places in the UK” “I would like to see more regular buses

• n the Compass routes I take, as if I miss

a bus I then often have to wait a whole 20 minutes, or 10 minutes if I'm lucky. This doesn’t sound long when compared to trains but I think buses should be a very regular mode of public transport” “It’s just the delay sometimes between the buses, you can miss one because it’s a minute

• r two early, and then the next one isn’t for 40
• minutes. I’ve missed whole lessons at college

because of it before” “It can seem quite haphazard. So on my way to work I can get a bus at the end of my road, which takes me direct pretty much to where I work:

• fantastic. On the way back its quite a walk to the

stop, and then the bus driver changes half way through the journey, which is a long delay, and then it doesn’t take me as close to home either!”

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Awareness and perceptions

• f smart technology & the

key

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• Most claimed to be comfortable with modern technology, in particular their

smartphone, which clearly played a key role in their daily lives

• Of the few that claimed to not be ‘tech-savvy’, most owned and used smartphones daily
• The vast majority of respondents had encountered smart technology
• Amongst those who were not currently using the key, reasons for high understanding

and familiarity with this type of technology was due to:

• Experience of using / understanding of Oyster Cards in London
• Family / friends using the key in Brighton
• Experience of using contactless payment with debit / credit cards
• Experience of using m-tickets on Go-Ahead buses
• Experience of using a mobile phone as a ticket for event / travel
• Understanding of finger print system used at some local schools as payment for school

lunches

• In this sense, experience and understanding of contactless payment and smartcard

technology was high, and seen as a logical next step for wider bus services

• Suggesting that the key smartcard will be well received by non-users

Although not all claimed to be tech savvy, awareness and understanding of modern technology was high

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Smartcards on public transport – benefits / drawbacks mentioned

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Drawbacks

 Could lose the smartcard and someone else could use it as a result  Can only use the smartcard for one person  Could damage the card meaning it stops working on the reader on the bus  Fills up card holders in wallet  Potential card clash on the reader  No assistance/explanation readily available if card stops working on the reader on the bus  Removes human contact with the bus driver

Benefits

 Eco-friendly; no paper needed for tickets  Shorter boarding time onto the bus  No queueing to buy tickets at the ticket

• ffice as it can be done online

 Can have multiple tickets on the card at

• nce

 Don’t have to show / prove to the bus driver that you have a valid ticket for travel  Safer than using cash (can get money refunded if the card is lost)  More secure than a paper ticket – won’t get worn or as easily lost  Less hassle as no need for change / correct change for travel on the bus  Money on the card is not going anywhere – no need to budget cash on the day to pay for bus travel  Natural progression in the modern world

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• The vast majority of non-users of the key knew what it was and how it worked
• Most through friends / family currently using them in Brighton, and some through word of

mouth or actively researching them

• Reaction to the idea of using the key was positive
• Most claimed they want to be able to use it, with some having looked into the technology

already, therefore grasping the benefits

• For those who had not come across the key previously, there was very little concern

in terms of learning or understanding how to use it (for themselves or other people)

• Most perceived them to work in a very similar way to contactless cards or Oyster; which was

sufficient to satisfy them at this stage

Enthusiasm for the key amongst both those who had and had not already experienced it

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“Even if it improves bus travel by 1%, it is still a step forward and in the right direction for Brighton” “Nowadays everyone is all about saving time, so the efficiency that these smart cards will bring to bus travel in Brighton will be welcomed by everyone” “There’s no training or learning that needs to be done in order to use it, and that’s part of the simplicity it brings to bus travel”

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• As with passengers, awareness and understanding of smart technology was high

amongst bus drivers

• All were aware of the key and its current usage on Go-Ahead buses, and understood how it

worked as payment for travel

• For some, their awareness of the key has come from passengers trying to use it on their

services

• All six drivers saw usage of smart card technology on buses as a good idea
• One bus driver, having driven buses in London, noted the difference in amount of change he

would have to carry from £200-£300 before the Oyster card introduction to £10-£15 after

• Some Compass bus drivers already have experience of accepting the key as a form of

payment on buses

• Compass operates a service for Stagecoach, which are fitted with smartcard readers
• There was a slight sense that the use of smartcards on buses would only be as good

as the technology, therefore reliability had to be key

• Some felt that if issues arose it could cause more complications than those experienced with

paper tickets on bus services, especially if on a remote route

All drivers were aware of the key with most having experienced first-hand, and attitudes were positive

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Current usage of the key smartcard

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• Feedback was very positive, with many commenting on how much more convenient

it makes their bus travelling experience over paper ticketing, particularly in terms of:

• Not having to use cash
• Saving money: certain tickets bought on the key are cheaper than buying as a paper ticket
• Being able to prepare tickets before leaving the house
• A smoother experience when boarding the bus & peace of mind over the bus journey
• Ability to spontaneously use the bus without having to plan if wanted
• When asked if there were any benefits of paper ticketing that would be lost with use
• f the key smartcard, none were mentioned
• Most see paper ticketing as out-dated
• Some felt that the elderly would be open to using the key smartcard if they were made

aware that it saved them hassle / money over paper ticketing

Current users of the key were very satisfied, although some felt there was room for improvement

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“It’s one of those things, that once you have it you just don’t look back, you would never go back” “It’s a really easy system, and even if you don’t have a computer or aren’t good with them, you can go to the

• ffice in town anyway”

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• Some would like the ability to check what tickets are on the key whilst out and about,

similarly to how the balance on Oyster Cards can be checked

• Some have forgotten which day they started using their weekly tickets; causing uncertainty

that the ticket will still be valid when boarding buses

• Others also mentioned the time delay between loading the ticket onto the card and it

becoming accessible on the card

• For some this causes a problem if they are wanting to use the key instantly
• Even when they do top up the night before they need it, some feel anxious about whether it

will be loaded on by the time they need to use it (and don’t know how to check it’s ‘live’)

• Allowing passengers instant access to tickets loaded onto the key would give peace of mind

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Main improvements desired were make amount of credit / stage in usage visible, and make top-ups accessible immediately

“You do have to be organised, and for me it’s Sunday nights, getting the kids ready for school the next day, racing around, tired…it slips your mind and the next morning is too late. It’s happened loads of times”

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• Across both users and non-users, the extent to which the key (could) improve bus

travel is minor, but nevertheless a step forward and happily accepted

• Some felt that the elderly, who form the majority on some services, would probably not

benefit from the key as most use concessionary passes anyway

Although liked, the key’s overall impact on bus journey experience was felt to be minor by most

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• The benefit of the key is simply in providing peace of mind, and

less to think about when boarding the bus

• Rather than enhancing their bus journey experience to any great

extent

• Many do not anticipate the key drastically reducing boarding

times / queues on the bus, as other sources of delay would still exist such as:

• Issues with the validity of the ticket & discussing routes with the driver

“It’s an improvement but it’s not revolutionary. It’s more a gradual progression towards something slightly slicker, but when people are involved there will always be delays”

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• Some had seen mobile users of the key, and whilst the idea appealed in principle for

its simplicity and integration with a much-used item, it was felt to be imperfect in its current form

• Some had seen people try to use their m-ticket without 3G reception and end up

having to buy a new ticket or being refused entry to the bus

• This was felt to be extremely embarrassing and undesirable, and greatly discouraged people

from taking up the mobile version

• Most understood that there is a tension between having a ‘live’ ticket that can’t be

screenshotted and shared (thereby stealing revenue from the operating company), and the reliance on 3G which can’t be guaranteed in all areas of Brighton

• Given the possibility of battery problems, theft / loss of the handset, and concern
• ver whether phone top-ups would be instant or delayed (and how useful mobile

payment is if not instant, i.e. can be done whilst waiting for the bus?), most didn’t feel ready to attempt using mobile ticketing

• Although many used the app to look at bus times and were very satisfied with this

functionality

The key as delivered through mobile app seemed to be more problematic and concerning

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Reactions to the key implementation onto Big Lemon / Compass services

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• The key implementation on Big Lemon / Compass services was received positively by

both current users and non-users

• Most had an expectation that bus travel will become easier / smoother in the future, and this

implementation comes as no surprise

• Most felt that enabling the key for use on more bus services is a way of making bus

travel more accessible in Brighton, and it makes practical sense

• The vast majority could think of no problems arising from its implementation
• A few feared teething problems during set up, but seen as a temporary / minor issue
• Many Big Lemon / Compass users were delighted as they see it as enabling them to

choose to use these bus services more often, or exclusively if they like

• Go-Ahead users saw it as giving them a choice of services, which they haven’t had previously
• For example a less regular service on their route that they would currently avoid as they

wouldn’t want to buy an additional ticket

• Also a sense that implementation is positive for what most see as the ‘underdog’ bus

companies of Big Lemon / Compass

• Some interpretation that the larger conglomerate of Go-Ahead buses are willing to work

with the smaller bus companies for the benefit of the bus users rather than competing

The implementation made sense for all, and was seen as the ‘right thing to do’ for the benefit of bus users in Brighton

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• As many bus drivers favour cashless fares, their reaction to the key’s implementation

was positive

• With many viewing it as part of a wider trend towards cashless payments in all arenas, and

pleased that the bus industry won’t be left behind

• Benefits for passengers were seen as greater than for drivers / operating companies
• Making travel more seamless at bus stops as passengers could board the first bus they see

(potentially reducing crowding at busy times)

• Showing that bus companies have passenger interests (in terms of clarity across the network

and choice of operator) in mind as well as their own was seen as positive

• The majority across both operators reported that passengers attempt to use the key
• n their buses on a daily basis
• Some mentioned that it can be awkward to turn these passengers away or ask them to buy

another ticket, and that they feel reluctant to do so, especially given verbal abuse received as a result (on occasion)

• However, for most, the main benefit is smoother / quicker boarding times, which they

hoped would minimise late running (agreed by all to be both stressful and inconvenient for drivers)

The key implementation comes as no surprise to drivers, who saw many benefits for both themselves and passengers

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• Most articulated benefits over paper ticketing (which would not be missed):
• Less small change would be required on the bus; making them feel safer and less of a target

for robbery, as well as reducing the hassle of counting change

• Some Compass drivers believe it would remove the need to rely on their knowledge to

decide which tickets are valid for the route they are on, which often proves tricky for passengers when purchasing tickets

• When buses are busy or when people just flash their ticket whilst boarding, it is often difficult

to check validity of paper tickets. The key would remove this issue

• Revenue protection for the operating companies would also be a benefit
• Only possible difficulties were to older travellers with no internet access, although almost

invariably they have free passes so would not be affected

Paper tickets won’t be missed by drivers

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“I wouldn’t miss people getting on with only a ten pound note…or counting out every 5 and 10p!” “In a way, it’s easier for us as they have to get the ticket in advance or take it off pre-pay, and we won’t have to advise them on which to get” “People get on and just hurry past with their ticket showing, you can’t call them back and check every single one, especially when its busy, so you just have to hope they aren’t ripping the company off”

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Conclusions and next steps

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• Although satisfaction with local services is generally high, the introduction of the key
• n Compass and Big Lemon buses will represent a welcome improvement to bus

travel within Brighton and Hove from passenger and driver perspectives alike

• Core advantages will be smoothness of boarding, removed need for correct change,

and being able to travel on a range of services without needing separate / additional tickets (more convenient and may reduce congestion)

• Multi-operator ticketing is seldom spontaneously mentioned as a need, but will offer simplicity, choice,

and possibly cost-saving where available, leading to slight improvement in terms of ease across the whole system, particularly for spontaneous trips

• However, in terms of the scale of the improvement, it is minor compared to more regular / punctual

services – the most desired change to service provision in the area

• Little resistance to the development, with most of Brighton’s eco-conscious and

technologically competent passengers keen to embrace this step forward

• Particularly given most were aware of it already on Go-Ahead services, and knew that with the possible

exception of the mobile ticketing function, it was well-liked by users and drivers

• Desired improvements would be making online top-ups instantly usable on the card,

and better visibility of when their ticket had started or how much credit remained

• This could be through the online portal, an app or on the reader itself

Conclusions

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• Stage Two of the research is scheduled for August 2015, once Big Lemon and

Compass services have their readers installed and there has been an opportunity for users to recognise and arm themselves with the key

• The aim is to observe and intercept users when the technology is still relatively new and

understand their reactions and experiences with it

• We will also speak to drivers and pick up on their perspectives on the early days of usage, in
• rder to flag any issues or concerns
• Additionally we will get some video footage of the technology in action and people’s

responses to it, to bring the implementation to life for stakeholders

• And hopefully demonstrate the advantages and any challenges with the new system in a

clear and relatable format – through the words of the user

Next Steps…

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Thank You!

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