Leveraging Technology to Increase Ridership and The Passenger Experience Jeff Lougheed Regional Manager Trapeze Group Mississauga, Ontario - Canada

Agenda  Emerging Technologies  Benefits for Fixed Route  Operational Challenge

Electronic Mapping Camera GPS Antenna Cellular Modem Computer Mobile Devices Technology Changes Mobile Devices (aka SmartPhones) In 2011, Smartphone and tablet sales will out pace Personal PC’s. - Deliotte

3G and 4G (LTE) networks Transfer data up to 30 times faster Greatly reduced capital costs Built, maintained and improved by large, well funded private companies Improved Public Networks Technology Changes

Smart Phones and Tablets utilize commercial operating systems Simply tools for development based on global standards Built, maintained and improved by large, well funded companies. ‘Open Platforms’ Technology Changes

Agenda  Emerging Technologies  Benefits for Fixed Route  Operational Challenge

Benefits to fixed route…. Technology Changes Benefits Limitations Interactive Voice Response  available 24/7  Multi-language  Accessed through touch tone phone  Complex to configure  Limited to next-bus  Costly 3 rd party components World Wide Web  Similar to IVR  Provides range of services (trip planning, mapping, customer service)  Limited to desktops for ‘optimal’ performance’  Performance varies based on WWW traffic  Complex to manage for mobile browsers Call Center Automation  Improved consistency of information  reduced training time for CSR’s  Only available when call center is open Mobile Applications  Accessible anywhere, anytime  Addresses limitations of the Web  Inherently personalized  Nature of the eco system encourages innovation  Currently, eco systems are fragmented  More difficult to determine ‘which works’ with regards to apps’  A couple years before Smart Phones / Tablets are the primary mobile devices

Fixed Route Operational Challenge Riders want self serve information in real-time: Where is the closest bus stop to where I am standing right now? When exactly is the bus coming? How can I get from here to Point B? Can you let me know if ‘my’ bus is going to be late? Affordable Fixed Route Solutions

Technology: Mobile Device Application with GPS Affordable Fixed Route Solutions Where is the closest bus stop to where I am standing right now?

How can I get from here to Point B? Affordable Fixed Route Solutions Technology: Mobile Device Application with GPS

When exactly is the bus coming? Affordable Fixed Route Solutions Technology: Mobile Device Application with Mapping

Can you let me know if ‘my’ bus is going to be late? Affordable Fixed Route Solutions Technologies: Web Personalization & SMS Stop Route 1: 8:40am 5 minutes late Route 22: 8:45am On Time Route 1: 8:55am Cancelled Route 16: 9:10am On Time

Benefits to Fixed Route Continued… Improved mobility for new riders Enable new riders to easily maneuver the transit network Increase the likelihood of a positive experience and repeat usage Improved Customer Satisfaction Increased sense of security Reduced delay (and anxiety that results from…) in the event of an incident Better perceived service reliability Access to real-time information has been identified by the FTA as a way to increase ridership.