1. Perspectives of cross-border ticketing in Eastern Baltics Allan Alaküla Head of Tallinn EU Office Petersbourg --Tallinn Särgava residence,Tallinn, 28th January 2010

2. Tallinn virtual ID Ticket In the beginning, there was the ID card but that was not enough FIRST WAVE ID ticket in public transport Why? How? Lessons learnt SECOND WAVE Expanding ID ticket to municipal services 2008 THIRD WAVE Internationalizing ID ticket 2010 Transplanting ID ticket to private services

3. Infrastructure First ! There are no services, no applications before the infrastructure is built –Roads generate no benefit, traffic does –People do not buy cars unless there are roads BUT there is a big BUT: Infrastructure is not enough !!!

4. Why Tallinn Transferred to the ID ticket System in 2003 Public transport ticketing system became more: –transparent –manageable –cheaper New system allowed to differentiate services for registered residents As a result, Tallinn gained about 30 000 new registered citizens

5. POPULATION REGISTRY Phone Mobile Internet Cash ID card Virtual ID Ticket in Public Transport ID CARD holder can buy VIRTUAL ID TICKET using: A person must show the ID CARD when the inspector verifies the VIRTUAL TICKET e-TICKETS INFORMATION VIRTUAL ID ticket by using a special hand-held inspector device

6. Volume of ID Tickets in Tallinn Public Transport Today Over 120 000 active ID tickets vs 400 000 registered citizens (September 2008) Over 70% of passengers use an ID ticket Over 60% of public transport revenue comes from ID tickets:

7. ID Ticket as Savior of ID Card ID card survived and blossomed enabling the government to develop additional national ID services In critical times the promotion and implementation of the Tallinn public transport ID ticket more than doubled the issuance of national ID cards Most people got a good reason for having one!

8. Second Wave of ID Ticket ID ticket justified itself well in the public transport, why not sell other services of the city via the same channel! We encourage the private sector to enable the city to combine their mass event tickets with public transport and parking That is why we are extending the system to all municipal tickets: –Zoo –Botanic Garden –Philharmonic Society –City Museum –2 swimming pools – sports halls

9. Mutual Benefits of Citizens and City Convenience at entrances — quicker pass SMS messages to customers (warning of changes, delays and cancellations, etc.) Call-center functions as a full-scale purchase and communication channel Such a ticket cannot be stolen Boosts the mood — use of a high-tech tool is cool!

10. Third Wave In 2011 the ticketing system will serve foreigners who do not have Estonian ID card Tallinn as the European Capital of Culture expects numerous visitors in year 2011 –Co-operation to establish a common ticketing system with our partner Capital of Culture Turku (Finland) are going on –Striving for interoperability with neighbouring capitals Helsinki and Riga that are our major sources of foreign attendance in our largest concerts –Perspective of involving BSR biggest metropol Saint Petersbourg

11. Logic behind To increase visitors spending by facilitating easy and value-added payment options Serving tallinners needs abroad is secondary for us– but this is interest of Helsinki and Riga Starting from municipal sector because of its existing mass and experience of providing online services In perspective attracting business sector, and later NGO-s as well, to join same environment

12. Best practices to be implemented

13. Features of cross-border ticketing SMS-ticket enabling tallinners to purchase public transport tickets in Finland by mobile phone All municipal e-tickets will be sold to visitors of Tallinn a la ID-ticket using their own cards/tokens

14. Vision based on services roaming

15. Coming Soon In 2011 the Tallinn municipal TV will support also full set of municipal e-services –remote control for a TV set - PCs and mobile phones will get a popular alternative  Bringing the service closer to the audience who do not prefer computer

16. Moralité Local and International Strong commitment of the major owner of public services, i.e. local government Our strategy for e-Inclusion is to attract those 2/3 people who do not use PCs regularly or do not use PCs at all. Majority first! Impact of cross-border e-services can be compared only to the integrating impact of a (European) single currency

17. Crossborder - what for? Earn more from visitors by providing better services Asset for better internal and external marketing of entire Baltic Sea macro-region

18. Logic behind To increase visitors spending by facilitating easy and value-added payment options Serving tallinners needs abroad is secondary for us– but this might be of interest to Petersbourg, as well to Helsinki and Riga Starting from municipal sector because of its existing mass and experience of providing online services In perspective attracting business sector, and later NGO-s as well, to join same environment

19. How we started? Decided expanding online ticketing to all municipal services on December 2008 Submited to European Capital of Culture 2011 cooperation agreement annex for developing interoperable ticketing systems of public transport, tourism and culture services between Tallinn and Turku Good ground for involvement Riga as European Capital of Culture 2013

20. Progress made Joint Tallinn-Turku 3+3 commission was formed for coordination Both sides made feasibility studies, concluded in 2009 September Tallinn picked relevant scenario (from proposed 3) Waiting for formal consent of EU funding (MIMOSA project), expected very soon

21. From bilateral to multilatral Tallinn is learning Finnish e-ticketing concept (Helsinki-Turku-Tampere) and considering the joining it as another Finnish city Proposal for similar cooperation was made to and accepted by Riga, during their Mayor´s maiden visit to Tallinn in August 2009 Official proposal for e-cooperation (incl ticketing) is made to Saint Petersburg in October 2009

22. Practical issues Tourism – thousands visitors between Petersbourg-Helsinki-Tallinn-Riga Chance to merge public transport, parking and concert tickets – to solve traffic issues Purchasing channels should extended from internet to GSM.

23. Funding Cooperation is so far based on good political will Well might appear that no external i.e. EU funding is required (however Tallinn´s own development depends entirely from EU funding) Between Tallinn and Turku we just had no time before 2011 for applying EU funds With Petersbourg funding from ENPI would be the option

24. Click and ride in Tallinn! www.tallinn.ee www.tallinn.ee