Connectivity and the customer: Arriva Trains and the digital train program
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Connectivity an Arriva UK Trains and the
nd the customer: e digital train programme Written by Alice Young Produced by Andy Lloyd 3
Arriva UK Trains, one of the largest train service providers in the UK, is a powerhouse in the transport service industry, so what’s the next step? A Digital Train program – transforming passenger connectivity
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rriva UK Trains is transforming rail journeys with digital innovation, and a firm commitment to providing an industry-leading experience for passengers through its Digital Trains programme. The programme is all-encompassing, including onboard connectivity for passengers and staff, data analysis and even an entertainment pilot. Kevin Ives, Digital Transformation Director at Arriva UK Trains, is heading up the programme, and he explains how it is putting the focus on the customer: “The transformation programme uses emerging technology to add value to the customer experience. We are changing how we deliver passenger connectivity, and how we use connectivity and aggregated information to drive both internal and external change in the quality of the experience felt by our customer. “From a passenger perspective, the change in use of mobile technologies means people expect to be connected when they travel. People expect to have those services as a minimum.” Ives believes that with a huge increase in the number of mobile devices and services available to passengers, the Digital Trains programme is fundamentally about
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TECHNOLOGY
Kevin Ives, Digital Transformation Director at Arriva UK Trains w w w. a r r i v a . c o . u k
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WiFi SPARK: SPARK: for for aa continuously continuously connected passenger passengerjourney journey WiFi SPARK has developed a cutting WiFi SPARK has developed a cutting edge edge product, specifically for the passenger product, specifically for the passenger transportation transportation industry, to enable Train (and industry, to enable Train (and Bus) Operating Bus) Operating Companies to deliver continuous Companies to deliver continuous connectivity to connectivity to their passengers, from station to their passengers, from station to train and train to train and train to station. station. WiFi SPARK is the leading specialist in public WiFi SPARK is the leading specialist in public wireless solutions. The company is the owner and wireless solutions. The company is the owner and developer of the unique SPARK® platform which developer of the unique SPARK® platform which delivers the most flexible, feature rich and scalable delivers the most flexible, feature rich and scalable solution for guest access WiFi on the market today. solution for guest access WiFi on the market today. WiFi SPARK offers: WiFi SPARK offers: Passenger Satisfaction Satisfaction –– Customers Passenger Customersexpect expect internet connectivity when they are mobile internet connectivity when they are mobile -- itit is considered considered the is the fourth fourth utility utility and and isis aa modern modern requirement for any public space where requirement for any public space where large large volumes of people are congregating. volumes of people are congregating. Robust Data Collection - Passengers Robust Passengerscan canbebe authenticated in authenticated in aa variety variety ofof ways, ways, and and the the data data collected and collected and posted posted to to the the TOC's TOC’s CRM CRMtotoenable enable better passenger ROI. better passengerengagement engagementand anddrive drive ROI. Customer Data isis presented presented Customer Analytics Analytics -- Data in to understand understand reports. reports. Customers Customers have have in easy easy to the to enrich enrich the the data data to to get get further further the opportunity opportunity to customer demographic insight, insight,to tounderstand understand customer socio socio demographic passengers’ journey analytics, analytics, behaviours, behaviours, and and passengers’ journey trends. trends. Return On Investment - SPARK® provides Return On Investment - SPARK® provides numerous opportunities to use the passenger data numerous opportunities to use the passenger data
intelligence to develop tailored engagement with intelligence to develop tailored engagement with passengers to upsell tickets and generate reve passengers to upsell tickets and generate revenue -nue from advertising and sponsorship. from advertising and sponsorship. Corporate And Guest WiFi - WiFi SPARK Corporate And Guest WiFi - WiFi SPARK offers the option to have secure corporate/guest offers the option to have secure corporate/guest WiFi, with no need for additional infrastructure. WiFi, with no need for additional infrastructure. Single Passenger WiFi Sign On - For a Single Passenger WiFi Sign On - For a continuously connected journey. Roaming enables continuously connected journey. Roaming enables the passenger to move between station and the passenger to move between station and train ensuring that their devices are connected train ensuring that their devices are connected continuously. continuously. Train Data On And Off-Loading As the train Train Data On And Off-Loading - As the approaches the station, the train connectivity train approaches the station, the train connectivity is offloaded onto the station WiFi, ensuring that is offloaded onto the station WiFi, ensuring that passengers have the best connection available passengers have the best connection available and so that train systems and infotainment can and so that train systems and infotainment can be be updated. This means a cost saving for the updated. This means a cost saving for the TOC TOC as it makes use of the more cost effective as it makes use of the more cost effective station station connectivity compared to cellular. connectivity compared to cellular. Proprietary Data - Any data collected is the Proprietary Data - Any data collected is the property of the TOC, WiFi SPARK does not use property of the TOC, WiFi SPARK does not use or or sell this data. sell this data. WiFi SPARK has recently introduced this WiFi SPARK has recently introduced this service service to 28 stations and 3 depots for Chiltern to 28 stations and 3 depots for Chiltern Railways, Railways, completely overhauling the station completely overhauling the station connectivity and connectivity and developing a continuously developing a continuously connected passenger connected passenger journey. WiFi SPARK journey. WiFi SPARK delivers world class connectivity delivers world class connectivity across a breadth across a breadth of sectors including Healthcare, of sectors including Healthcare, Retail, Town and Retail, Town and City Centres and more. City Centres and more.
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improving the passenger experience. EE, part of BT Group, has been working closely with Arriva. Andy Summerfield, MD Corporate, BT Business and Public Sector, comments: “Passenger expectations, requirements and demands, along with those of any mobile user have changed dramatically in recent years. People now depend on data connectivity for many aspects of their lives. In the near future, this dependency will become absolutely critical to all aspects of our lives, inside or outside work. Once seen as a luxury, data is now a necessity.” Fulfilling customer need The Digital Train initiative could be perceived purely a service providing Wi-Fi to passengers, but it is so
much more than that. Making use of innovative technologies, the programme will provide real time information and entertainment to the customer. There will also be crucial reporting and monitoring of passenger numbers, to allow Arriva to make short and long term operational and customer experience improvements. Ives adds: “There’s an appreciation that no two customers are the same – they all want slightly different things from their day to day experiences. As technology has improved, we are able to think more about the specific customer needs and adopt our offering to reflect that. “Addressing and fulfilling customer need is central to the Arriva strategy. At any one time there are at least
“We are changing how we deliver passenger connectivity, and how we use connectivity and aggregated information to drive both internal and external change in the quality of the experience felt by our customer” – Kevin Ives, Digital Transformation Director at Arriva UK Trains
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THE UK’S FASTEST NETWORK With onboard connectivity from EE on Chiltern Railways, commuters will be able to stay connected better than ever before. Call 0800 079 0888 to see how the UK’s fastest network can help you.
The UK’s fastest network: Mobile only. 4G speeds depend on location & number of users. Check your coverage at ee.co.uk/coverage. Network Speed based on results from the RootMetrics® UK RootScore® Report: Jan – June 2016. Tested at locations across the UK with the best commercially available smartphones on 4 national mobile networks across all available network types, conducting over 33,000 test cycles. Your experiences may vary. The RootMetrics award is not an endorsement of EE. Visit www.rootmetrics.co.uk and ee.co.uk/why-ee/network for more details.
30 separate projects across our Division working to enhance services in line with customer demand.” Connectivity powered by partners Ives believes that bringing on board a new supply chain and collaborating with key partners who have the same aims and objectives has been crucial. Arriva’s commitment to transformation with the Digital Trains programme has attracted technology innovators, keen to work on such a groundbreaking project. “We’ve signed a series of framework agreements with partners that have helped deliver the connectivity-based initiatives. They’ve really supported us to build a programme that will deliver a step change in what is
provided to customers,” says Ives. These key partnerships have helped Arriva transform the digital experience for passengers, both on board and at stations, providing leading edge insight and innovative technology. Partners who are driving the innovation within the project include EE, Wi-Fi Spark and Icomera. Wi-Fi Spark is supporting and implementing the station Wi-Fi, working closely with Icomera to allow the customer to take this service with them onto the train without having to log in again. “Working with Wi-Fi Spark has supported our aim to make the process of being connected during travel as easy as possible,” Ives adds. “Passengers need only to log in once as they arrive at the station
“Providing signal into train carriages has always been a challenge for any network provider, but for the first time this partnership between EE and Arriva will help keep passengers connected throughout their journey” – Kevin Ives, Digital Transformation Director at Arriva UK Trains
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and they will remain connected until they leave their destination station. “Station Wi-Fi enables a seamless passenger journey without disruption to their Wi-Fi. Another key benefit is when trains are stopping at stations that have this interconnectivity the passenger actually gets a much higher throughput and faster service that you receive when you’re on train.” Another close partnership involves EE and Icomera, who are working with Arriva on improving the consistency of connectivity, particularly by improving the quality and coverage of the cellular network along the rail routes. “We’ve worked together to provide communications technology that removes those ‘not spots’ and we’ve also been able to optimise the existing signals so that effectively the overall services now offer a more consistent coverage for users,” Ives explains. The partnership with EE, which was announced in February this year, will see EE add extra network capacity and coverage through a wireless trackside network. This will transform the ontrain working experience for
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customers providing constant highspeed connectivity and the removal of black spot phone call drop outs. BT’s Andy Summerfield adds: “Providing signal into train carriages has always been a challenge for any network provider, but for the first time this partnership between EE and Arriva will help keep passengers connected throughout their journey. People expect great connectivity wherever they go, and EE is helping to keep customers connected through innovative partnerships like this and building its’ 4G network out to cover 95 percent of the UK geography by 2020 – farther than any network has ever gone before. “ Business benefits Innovation is not a new concept at Arriva – it was one of the first train companies to introduce free Wi-Fi around five years ago, on its London to Birmingham Chiltern Railways trains. Ives says: “Since then we’ve invested in 4G capability, however due to black spots on the line the service was limited in places. It was always
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“We’re planning interesting customer experience developments for passengers and this program is about taking it to the next stage” – Kevin Ives, Digital Transformation Director at Arriva UK Trains
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our vision to deliver truly connected opportunities. We believe it will drive mobility and now, thanks to our major operational benefits in terms partnership with EE, we will have of us running a railway service, the fastest and most reliable Wi-Fi in but ultimately it’s about how those the country. We’ve just made it far operational experiences impact on the easier to do business on the move.” passenger that’s important,” Ives says. And it doesn’t stop there. Arriva has A good example of this is the work been experimenting with the range of of Vivacity – a technology start-up services it can off offer, including supported by the HackTrain a recent pilot project of RailTech Accelerator – infotainment solutions. which is providing “We are smart, hyper-local experimenting with data through its a variety of movies intelligent transport and series cached systems. Its The year that on board. These camera systems Arriva UK Trains can be watched have real-time was founded and downloaded analytics capabilities, on train. So far, we’ve meaning it can give received some strong, Arriva detailed information positive feedback,” Ives says. about the number of people in a train station or carriage, helping it deal Passengers in the driving seat with congestion and overcrowding. The heart of the Digital Train Arriva also won an RSSB programme is driven by the competition for the development of passenger needs and this inspires innovative projects, one element of the entire connectivity journey. “It’s which is the trial of the MyJrny app. about making the right investment The app uses individual passenger with our partners to open up new data, creating a personalised travel
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service using real-time information. It uses Bluetooth technology to pay for journeys – again making the customer experience smoother. Next stop Looking ahead to the future and connectivity across the industry, Ives believes that with the consumption of data increasing more and more through multiple innovative consumer hardware, Arriva will continue to collaborate and innovate to help develop increased digital capabilities. The Digital Train programme seeks to draw these streams of activity together and incorporate them alongside the services that Arriva already offers to passengers, to help inform the passenger journey. “We’re planning interesting customer experience developments for passengers and this programme is about taking it to the next stage,” says Ives. This focus on the passenger, exploiting every opportunity that technology can offer for improved services, is driving Arriva UK Trains towards a truly digital future.
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