The world is going paperless and so should you when it comes to mass transit. How many times have you spent time looking for that transit ticket, searching for change for the ticket vending machine, or missing a connection due to paper tickets?
Mass transit is moving towards mobile applications to stay connected to its customers. Agencies such and the MBTA and TriMet have implemented an e-ticket mobile application to take the hassle of ticket purchasing away. No need to search for that paper ticket or look at those tri-fold route maps. Riders can download the app directly to their phone. Not only will you be able to purchase tickets for one-day, ten days or thirty days, but also other tools to make your commute hassle-free and stress-free. Other tools may include route maps, attractions, other mass transit services, updates, etc.
Another benefit for mobile applications is communication. The company may push notifications to the consumer concerning route issues and other updates. By pushing this communication, the user may feel connected and almost obligated to keep the app due to those real-time updates.
Measuring the success of the mobile applications should be divided into two categories quantity and quality. Under quantity is the number of times the app is downloaded, number of in-app purchases (i.e. tickets), and visits to the app. If the app is free, there is no the number of downloads will primarily show interest. The key is the number of e-tickets purchased that will determine if the app is successful and if it driving revenue to the company.
Quality is measured with engagement. This is diving deeper into the user experience inside the app. Determining what the user is doing inside the application, how long they are using the app and how many times they use the tools in the app. In addition, allowing the users to post to their social media sites from the app is a sign of engagement as well.
With these analytics, a demographic is created to determine which tools are most effective to the user. It can act as its own marketing research project for the app and help create new opportunities for future tools. There may be in-app options that include user preferences related to their commute, notifications of schedules, area attractions and possible a “members only” benefit to discounts and other rewards.
Here are some other agencies using E-Ticketing: