Clipper Innovations in Fare Payment

Transcription

1 Clipper Innovations in Fare Payment California Transit Association Conference Carol Kuester, Director, Electronic Payments November 13, 2014

2 Clipper = Seamless Travel Around the Bay Area Nine transit systems Available to 95% of all transit riders 1.4 million active cards Processing $35 million/month More than 350 retailers Fare policy 4 fare categories: adult, senior, youth, disabled 4,000 unique fares 12,000 recognized transfer combinations 100 agency fare products 2

3 Clipper Expansion East Bay suburban bus operators by 2015, Sonoma County bus operators by

4 Clipper Works for Bay Area Transit Riders Transaction Volume, September 2014 Average Weekday Ridership Unique Cards Used Active Card Accounts Settle Transit Operator Revenue 779, ,783 1,506,726 $42,146, ,000 Unique Clipper Cards Used, September , , , ,000 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 4

5 Benefits for Customers Convenience Autoload automatically reloads value on card when it runs low More than one-third of registered Clipper cardholders are signed up Financial Benefits Day Pass Accumulators give customers best deal Currently offered for two operators: AC Transit and VTA Preferential pricing via passes and discounts on cash fares 5

6 Benefits for Customers 6

7 Collectible Cards 7

8 Benefits for Operators Interoperability Offers wide variety of products Supports multiple fare types: adult, youth, senior, disabled Supports complex transfers schemes Integration with Regional Programs/Initiatives Commuter benefits programs Supports parking at BART Parking pilot to test compatibility with pre-tax parking purse Adaptable to Special Products Institutional passes Collectible and commemorative cards 8

9 Benefits for Operators Example: SFMTA Free Muni for Youth Accommodates new participants on ongoing basis Responsive to changing requirements (i.e., changes in age eligibility, eligible services) Ability to replace lost, stolen & damaged cards - and disable the original pass to limit the risk of misuse Provides data, so SFMTA can monitor & evaluate the program 9

10 Data Analytics Negotiated data feed from current system contractor Built rapid cloud hosted, scalable pilot transaction Data Store More than 20 cases of insights useful for policy decisions for operators in first few months Data maintenance costs with analyst support under $3,500 per month, a fraction of cost using other data gathering methods Weekday Clipper Boarding Times by Fare Category, September ,000 8,000 Mean Weekday Boarding Times 7,000 6,000 5,000 4,000 3,000 2,000 1,000 Adult Youth Senior RTC 0 3:00 AM 5:00 AM 7:00 AM 9:00 AM 11:00 AM 1:00 PM 3:00 PM 5:00 PM 7:00 PM 9:00 PM 11:00 PM 1:00 AM 10

11 Mobile Access Mobile-optimized website mirrors desktop site Automatic migration of content Greater customer convenience Planning for increased mobile offerings going forward Website Traffic September 2014 Unique Visitors Standard 149,173 Unique Visitors Mobile 36,500 Total Website Visits Standard 215,273 Total Website Visits Mobile 59,926 11

12 Room for Local Solutions For new Levi s Stadium, VTA needed to maximize throughput and minimize boarding time Solution: Encourage regular riders to use Clipper and others to use new mobile app Developed and maintained by third party VTA-branded and -marketed Mechanisms for visual inspection Customer pays small transaction fee Sell tickets by event Support family ticket management Provides reporting 12

13 Smart Card Program Landscape North America

14 Planning for the Next-Generation Clipper System System limitations System architecture is from the late 90s, device components approaching endof-life Complex regional policies limit flexibility Preparing for new procurement Executive, Steering and Long-Range Committees meeting regularly Work on vision for new system, concept of operations, and fare simplification underway Include all of the regional agencies Use lessons learned to establish requirements Get the system that is best for the Bay Area Executive Committee Steering Committee Planning Committee Simple to use Easy to obtain Flexible design Customer experience Cost effective Seamless travel

15 For More Information, Contact: Carol Kuester Director, Electronic Payments MTC Visit 15

16 Clipper Improvements and Innovations Area New Feature or Service Description Retail Channels Mobile website Mobile optimized version of web site Back office Customer Service Data Analytics Risk Management Collection, Backup Funding & Reconciliation Manager Institutional Programs Clipper Analytics Data Store Independent SSAE 16 Audit Report Integration of financial, order and smartcard systems to match orders, delivery and payments Added support for institutional pass migration to electronic form Low-cost ride transaction level data analytics service using Cloud-based tools. Annual Certified 3 rd Party Audit of System and Financial Controls Result Enables real-time card registration, order placement and service information on mobile phone. Facilitates automatic refunds for undelivered orders, back-up funding sources and payment collection services Operators able to introduce electronic replacement for paper passes to track use and optimize institutional pass programs Analyst delivering 2-3 unique multimodal and transfer insights per week to operators on approaching 1B Clipper transactions for under $3500/month. Reducing need for costly multiple operator audit procedures through independent continuous risk management procedures 16

17 Financial Settlement Enhancements Situation: Clipper orders processed through card-based system Orders and payments handled separately Many manual steps to perform customer service Solution: Facilitate automatic refunds for undelivered orders, back-up fund source and payment collection Integrate data from multiple order, delivery, payment systems to account for web, retail, benefits channels Match fulfillment to order to payment data Automate key exception conditions, such as redelivery or refunds for undelivered orders to save labor costs 17

18 Engaging Our Customers 18