Electronic Ticketing Enhancing the Customer Experience at UP Express

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upexpress.com

Union Pearson Express

Project Briefing

Electronic Ticketing

Enhancing the Customer Experience at UP Express

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Agenda

• Overview of UP Express

• ETS Business Goals and Objectives

• Overview of Bytemark

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Electronic Ticketing System Project Kick-off November 5, 2014

Connecting Canada’s Busiest Transportation Hubs

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Connecting Canada’s Busiest Transportation Hubs

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Connecting Technology to the Guest Experience 5

An UPlifting Experience

UP Express will transform the way people travel between downtown Toronto and Toronto Pearson

International Airport, and elevate the way they experience Canada’s largest city.

Efficient

Economical

Elevated

• Service every 15 minutes in both directions • 25 minutes total journey time

• Priced competitively with other airport transportation providers

• Half the cost of a taxi or airport limo

• Differentiated guest experience with comfortable seating, Wi-Fi, onboard washrooms, check-in kiosks, infotainment

• Elevating Toronto; joining the ranks of other global cities

Environmental

• State of the art Tier 4 diesel; cleanest diesel option available

• Eliminate up to 1.2M cars off the road in the first

year of operation TTC Bloor‐Danforth

TTC Yonge TTC Un iversity ‐Sp ad in a TTC Sheppard

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Technology Vision

Technology will be used as a way to enhance the overall

customer experience and brand value, differentiate

the service on the global marketplace and create

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Electronic Ticketing System Project Kick-off

November 5, 2014 7

• UP Express

• Metrolinx Fare System

• Metrolinx I&IT

• Deloitte

• Bytemark

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There are nine touch points in the guest experience life cycle. From planning a journey to arriving at the

destination, all points integrate technology to create the desired guest experience while supporting operations

Mapping the Guest Experience

Size of Circle = Level of Engagement

Plans trip using website, mobile app, and other pre-departure information Reaches station and platform from navigation tool using clear

wayfinding

Purchases a ticket via one

of many channels: online, TVM, Service Desk, PRESTO, B2B Checks in for flight, prints baggage tags and verifies flight status Boards the train in a climate controlled environment

Rides train and has ticket validated while enjoying Wi-Fi, power outlets, and

onboard infotainment Collects baggage and de-boards the train at T1 Pearson Takes LINK Train to Terminal 3 and navigates to/ from T1 & T3 Waits for train

in lounge and enjoys amenities, retail options, and services BEGINNING OF THE JOURNEY END OF THE JOURNEY

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November 5, 2014 9

Web and Mobile Ticketing is Central to the Guest Experience

Across the UP Express guest Experience…

Multi-Channel

Customer Service Station Experience

Payment

Strategy Station Experience Onboard Experience

Station Experience

…guests will use multiple channels…

…to access ticketing sales and services…

Online

Hand Held Validator

Mobile Device Stand-Alone

Validator TVM Ticket Counter

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• Deliver an elevated Guest Experience with a service that is quick, easy , intuitive and very convenient

• Provide the guest with the ability to buy tickets through a dedicated e-commerce web site or mobile

web site

, and through apps in many different operating system (OS) environments

• Provide a Business to Business platform to sell tickets through Corporate and Government

Accounts, Travel Management Companies and other transportation service channels

• Provide Guest the ability to buy tickets from a Guest Services Representative on board the train, via

the use of handheld devices linked to the ETS

• Allow the system to be scalable and expandable in future, should Metrolinx and PRESTO wish to

expand this type of service to other service providers like GO Transit

• Enable the future introduction of programs such as Guest Loyalty/Rewards

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November 5, 2014 11

ETS Solution

ETS (Managed Service)

Website

Mobile Website

Mobile App

Guests

Ticket

Purchase

Refund /

Compensation

Guest Account

Management

GSR

Hand Held Device

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Project Implementation – Delivery Phases

PHASE 1 –Website and System Administration

- Provide Guests the ability to purchase tickets using website and mobile website while building on a back

office administrative foundation

• New Website and Mobile Website Sales Channel • Data Management and Administrative System

PHASE 2 –GSR Hand Held Device and B2B

- Expand the number of sales channels Guests can purchase tickets from implement and deliver benefits of phase 1 to phase 2

• New ETS Hand Held Devices • Business-to-Business Capabilities

PHASE 3 –Mobile Application and GDS

- Introduce Mobile Application Sales channel and GDS while implementing and delivering benefits of phase 1 and phase 2 to phase 3

• Mobile Applications

• Global Distribution & Concur Solution

PHASE 4 –Mobile Tablets and Transit Partners

- Introduce Mobile tablet and combined fare tickets with Transit Partners

• Mobile Tablets

• Combined Fare Tickets with Transit Partners

Launch

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November 5, 2014 13

Bytemark

 Focus – Mobile Ticketing & Payments

 Industries – Transit, Tourism & Events

 Delivery Methods – Mobile Apps & Web

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Bytemark is an Experienced Integrator



Capital Metro’s project involved integrating

with the following systems:



GenFare Smartcards and Magstripe

Cards

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ACS Xerox In Vehicle Units

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INIT PROXmobil2 Validators for 2D

and NFC Passes

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Capital Metro’s internal web team



Trapeze ATIS, PASS

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November 5, 2014 15

Smart Tiles – Customer Driven Technology

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API driven blocks of interactive

information.



Flexible home screen displays

user specific information



Real time information is

continuously updated providing the

rider with an optimized experience.



Smart Tiles present geolocation

data such as the nearest transit

station.

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Hardware and Validation Software

 Android based software

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November 5, 2014 17

Sales Revenue / Credit Card Gateway Reconciliation



The Bytemark gateway integrates with third party payment

processors



The Bytemark gateway can be directly reconciled with payment

processing services to verify that payments are received and

deposited

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Both Bytemark and the credit card processor provide sales data

reporting. This gives the agency a secondary data validation

point to ensure that the revenue reported in both systems is

accurate

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Secure & Scalable

 AWS provides Bytemark with an unprecedented toolbox to provide local &

global scalability.

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Decoupled architecture designed to manage failure

 PCI/ISO-compliant

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Three tiered, load balanced, and auto-scaling system with redundancy across 3

data centers

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November 5, 2014 19

PCI Compliance & Maintenance

 Bytemark is certified PCI compliant by Trustwave and Security Metrics

 Bytemark undergo monthly and quarterly reviews

 Amazon Web Services provides ETS hosted infrastructure which maintains

PCI compliance for its hardware and facilities

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B2B Program

① Add Partner

② Add Contract

③ Review Partner

Statements

Provides UP Express with the ability to provision fare products directly to

businesses. Businesses distributed passes to their employees.

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November 5, 2014 21

Third Party Resellers

 Admin portal for TMC’s to manage

and distribute passes

 Bytemark is supplying API’s that will

allow companies like Kayak and

Expedia to offer passes to

customers at the same time they

are purchasing air fares

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