ITSO EASY!-MARKET REQUIREMENTS FOR INTER-OPERABLE TRANSPORT SMARTCARDS

In discussion of smartcards, the emphasis is often on their technical capabilities. Thus, a great deal is known about transaction times, reliability, ability to facilitate different types of ticketing and so on. Relatively little work has been published about the marketing implications of smartcards in public transport. This paper describes the approach being taken in Great Britain towards the adoption of common specifications for inter-operable smartcards. It shows how the requirements have been influenced by the swing in British Transport Policy to integrated transport systems, and how market research amongst passengers and public transport staff supports the objectives of operators and authorities.