Go-Ahead plc today announced that, as its bus operators continued to roll-out mobile ticketing, that mobile or m-ticketing has generated over £1 million of revenue in less than 12 months. The company said that this demonstrates the way in which ticket retailing in the transport sector is changing.
M-ticketing enables passengers to instantly download tickets to their smart phones. It was first trialled at Go North East for six months, before being introduced at Plymouth Citybus, More, Bluestar, and more recently Brighton and Hove Bus.
Go-Ahead is a leading UK public transport operator, providing high quality services in the bus and rail sectors. Employing around 23,000 people across the country, over one billion passenger journeys are undertaken on our services each year.
Popular on student routes
The company claims it has been a success, especially on student routes and it is currently available on both iPhone and Android based devices.
Gillian Singh, Group Marketing Director at Go-Ahead said: "In the past 12 months £1m of revenue has been generated on the back of 65,000 ticket downloads and over 45% of the apps downloaded by our passengers lead to a sale."
The company added that the it is looking to improve the mobile retailing experience for passengers for both smart phones and tablets.
Gillian said, "Traditional ways of displaying timetables and routes have been fully redesigned and built with smartphone screens in mind. Go-Ahead is also launching emails from its CRM database as over 53% of all emails sent are now opened on a mobile device - compared to 12% back in 2010. Responsive designs will make full use of our integrated bus and rail CRM database which enables us to retail to four million online passengers."
Bus and Rail operations
Go-Ahead is one of the UK’s largest bus operators with a fleet of around 4,600 buses, carrying nearly two million passengers every day. It has a 24% market share in London, where it provides regulated services for TfL. It operates deregulated services in Oxford, East Anglia, the South East, Southern and North East England. IT also have a small yellow school bus joint venture in North America.
Go-Ahead also has a 65% stake in rail operator Govia (35% owned by Keolis), claimed to be the busiest rail operation in the UK, responsible for nearly 30% of all UK passenger rail journeys through its three rail franchises: Southern (which includes the Gatwick Express), Southeastern and London Midland. In December 2009, Southeastern began operating the UK's first high speed domestic rail service between Kent and London.