R E V E N U E C O M M I T T E E A U G U S T 2 8 , 2 0 1 2

Mobile Ticketing : A first step towards seamless

regional fare solutions

Why We Determined Mobile Ticketing Should Be First Step

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DART team has been participating with six other transit agencies in discussion of new payment strategies for transit industry

New York MTA, New Jersey Transit, SEPTA, WMATA, CTA (Chicago), and LA METRO

New Jersey Transit team had been evaluating mobile ticketing and determined it was a better solution for commuter rail than chip in card solution because

Conductors could much more quickly read ticket on phone versus tapping each card to validate

Low cost of capital investment and relatively easy to implement DART team determined mobile ticketing was an excellent solution

Works for proof of payment on ungated rail system, light and commuter rail Would be helpful in reducing wait times at TVMs on major event days Could be used by many of our current riders on both bus and rail Offered many opportunities for frequent rider benefits, couponing, bundling with

event tickets, etc. Offers cost savings to DART by reducing both cash handling and printed tickets

Attraction of Mobile Ticketing

Convenient, easy method to purchase tickets Leverages consumer use of smartphones Accommodates regional fare products easily Creates opportunity for “bundling of purchases”

• i.e., State Fair+DART pass • i.e., Belt Line Parking+DART pass+Airport food

coupon Provides visual proof-of-payment solution Lends itself to ungated rail systems Low front-end capital investment Shifts payment away from cash systems Provides better data regarding rider attributes and

travel preferences

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D I S C U S S I O N O F P R O C U R E M E N T P R O C E S S A N D R E C O M M E N D E D V E N D O R

Mobile Ticketing Procurement 4

RFP Calendar RFP Respondents

April 9, RFP issued Proposed term

Initial phases – 33 months Four, one-year options

Key requirements: Product in current revenue service Capable of serving all three transit

agencies May 14, 14 proposals Six firms invited for oral

presentations Four firms invited to submit Best

and Final Offers

Six firms participating in orals: Accenture* Bytemark* Masabi NTT Data Trapeze* Unwire* *indicates four finalists

Mobile Ticketing RFP Process 5

Accenture Bytemark Trapeze Unwire

Up Front Cost $ 488,000.00 $ 525,000.00 $ 184,535.00 $ -

Travel App $ - $ 75,000.00 $ 221,508.00 $ 130,000.00

Hosting $ 749,800.00 $ 3,095,000.00 $ 283,915.00 $ 202,500.00

Trans Cost $ 1,155,400.00 $ 1,166,000.00 $ 1,773,000.00 $ 1,166,000.00

Total $ 2,393,200.00 $ 4,861,000.00 $ 2,462,958.00 $ 1,498,500.00

Accenture Bytemark Trapeze Unwire

Months 1 - 11 $ 312,000.00 $ 556,000.00 $ 478,928.00 $ 166,000.00

Months 12 - 36 $ 762,000.00 $ 1,445,000.00 $ 486,654.00 $ 332,500.00

Option Year 1 $ 286,600.00 $ 640,000.00 $ 326,153.00 $ 220,000.00

Option Year 2 $ 315,000.00 $ 690,000.00 $ 358,211.00 $ 240,000.00

Option Year 3 $ 343,400.00 $ 740,000.00 $ 390,372.00 $ 260,000.00

Option Year 4 $ 374,200.00 $ 790,000.00 $ 422,640.00 $ 280,000.00

Total $ 2,393,200.00 $ 4,861,000.00 $ 2,462,958.00 $ 1,498,500.00

Cost Comparisons Among Finalists 6

Selection Considerations

The company was founded in 1999 and primary equity investor is Danish Pension Fund

HQ: Copenhagen Since 2008, Unwire has provided the

Mobile Ticket solution More than 15 individual customer

projects have been successfully deployed, including Stockholm, Copenhagen transit system

The Unwire Mobile Ticket platform currently issues 70.000 mobile tickets

every day and often handles 4,500 tickets per hour under peak hours.

the technical platform is load tested to deliver a minimum of 600 mobile tickets per second.

Best technical proposal Best price proposal Long experience in

actual revenue service applications

Experience with multiple agencies and multi-agency uses

Successful Finalist – Unwire APS 7

Next Steps

DART Board and Committee Approvals Formal approval by Revenue Committee on September 11 Formal approval by Committee-of-the-Whole (first reading) on

September 11 Final approval by Committee-of-the-Whole and Board on

September 25

Notice to Proceed NLT Friday, September 28 Interlocal Agreements with The T and DCTA by

December 31

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Reference Checks

Agency Agency Info Other Info

Agency 1 Rail only; 84 rail stations App combines 5 transit agencies (bus & train) into one app. Saw a 10% increase in new customers when they launched SMS that they can only attribute it to the SMS application.

Agency 2 Bus and rail; approximately 220 M trips per year

Overall, approximately 1 in every 2 ½ - 3 transactions are via mobile (SMS and smartphone).

Agency 3 Bus, light and heavy rail. Approx. 700k customers per day; 2.5M daily trips.

SMS has been very popular. 65% of single-ride tickets are sold via SMS. 5% of their revenue comes from SMS tickets. They are “very happy” with Unwire. No mobile app yet due to expense of scanners and network access on 2,000 buses.

Agency 4 City bus, regional bus and rail (barrier-free) systems

SMS only took three months from signing contract to rollout. Very high adoption rate with 25% of their sales coming from the SMS platform in 2 months.

Agency 5 Commercial bus agency. Offers service to 5 airports.

No penetration data. Are “absolutely satisfied” with Unwire’s performance. Have had InModo scanners on their buses for two years. They have held up well.

Agency 6 400 buses and small train system (30M customers per year)

Currently smartphone app is in testing phase and all tests are looking good. Only offer single-ride tickets in SMS and plan to do the same in their smartphone app. May do monthly passes later.

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Project Schedule

DART Mobile Ticketing (DMT) system will be deployed through two individual phases.

DMT – Phase 1 Notice-to-Proceed - September 28, 2012 Deployment - December (No later than) March 1, 2013

DMT – Phase 2 Upon successful completion and approval of Phase 1, Phase 2

will commence. Deployment July 31, 2013 – October 29,2013

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S A M P L E M O B I L E P H O N E S C R E E N S I L L U S T R A T I N G H O W T H E A P P L I C A T I O N

M I G H T A P P E A R O N A S M A R T P H O N E

Sample Illustrations of Mobile Ticketing Application for DART

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Sample of How Mobile Ticketing Might Appear DART Website

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Sample Mobile Ticket Screens Sized for Different Phones 13

Mobile Ticket Purchase Demonstration

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Illustration of Payment Methods 15

Final Payment Step/Ticket Image on Phone 16

Illustration of Expired Ticket and Ticket History 17

Illustration of Inspection of Barcode on Ticket 18

Three-Agency Illustration Provided by UNWIRE 19

Customer Self-Care Website

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Sample Unwire Mobile Ticket 21

The mobile ticketing solution offered jointly by the bus, subway, and train authorities of the Greater Copenhagen area was introduced with Unwire in January 2009 and has continuously been improved with new functionality and additional modules. The solution offers fare purchase through smartphone apps (iOS and Android), SMS, web, and mobile web in addition to a wide range of payment methods.

Greater Copenhagen area transit agencies

(Denmark) 22

END 23

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Fare Payment System Components Scheme

PAYMENT DEVICES

RECOGNITION DEVICES

Aquirer Bank

DART ACCOUNT

MNGMT FARE ENGINE

PROCESSING MODULES

CARD network Issuing BANK

COMMERCIAL INFRASTRUCTUR

CASH FARE BOX

ANY CARD TVM

ANY CARD

Transit CARD

Reader

PHONE NFC PHONE IMAGE

PAPER

NTTA

CASH

Reference Checks

Agency Agency Info SMS Mobile App

Agency 1 Rail only; 84 rail stations Jan 2009 Jan 2012

Agency 2 Bus and rail; approximately 220 M trips per year

Several Years April 2012

Agency 3 Bus, light and heavy rail. Approx. 700k customers per day; 2.5M daily trips.

2008 None

Agency 4 City bus, regional bus and rail (barrier-free) systems

Feb 2012 Planned late 2012

Agency 5 Commercial bus agency. Offers service to 5 airports.

Late 2008 Planning Stages

Agency 6 400 buses and small train system (30M customers per year)

2009 Testing for launch first of October

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