First ScotRail is at the forefront of developments in ticket technology and has launched its new SmartCard.
As part of a pilot project, 500 of ScotRail’s customers are trialling the SmartCard and its associated technological equipment on the popular Edinburgh Waverley to Glasgow Queen Street via Falkirk High route.
The project began in 2008 when First extended its ScotRail franchise to run Scottish rail services until 2014. As part of the agreement with Transport Scotland, ScotRail were able to secure funding to run a pilot scheme that would allow them to develop their business case for the SmartCard and research into their customer’s travel needs and patterns.
Marketing Manager Graeme MacFarlan said that the project had been “much more complex than we’d imagined at the outset and we’ve had to overcome many technical obstacles. But 3 years on, we have a stable, scalable platform on which to grow.” He also added that ScotRail “are the first within the rail industry to operate a scheme of this size.”
As part of the pilot scheme, ScotRail selected their most popular route and stations to install the new technology. Staff first trialled the journey; opening gates and checking in and out of the station via mobile and platform validators.
Graeme explained that the “journey experience is faster as customers don’t need to visit ticket offices and can also pass through ticket gates quickly.”
In the UK, SmartCards are produced to an agreed industry standard (ITSO) meaning that they can be used among different transport providers who also have the same accreditation.
Customer trials began in May 2010 with season and monthly ticket holders. After a trial sending an application to pack to customer homes, it was decided that an online facility was more appropriate and was launched in January 2011 for customers to gain a SmartCard.
After receiving their cards, customers need to activate it by contacting the SmartCard Support Team. The customer can then purchase and load the season ticket of their choice at a ticket vending machine. The card can then be used at ticket gates and platform validators during journeys.
ScotRail have set up a dedicated website for customers signed up to the scheme allowing them to view their journey, transactional spend and update personal details.
Graeme said that ScotRail “believe the SmartCard technology represents the future of rail ticketing and we will continue to develop our capabilities in this area.”
“As well as extending the system to additional routes, we will develop the product offering to cover different ticket types. We will also explore new retail channels for smart products and look into simplifying the purchasing process.”
