Tactical implementation model for the smart card payment system for metro operation
智能卡收費系統於鐵路營運的戰略實踐模式
Student thesis: Doctoral Thesis
Author(s)
Detail(s)
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Award date | 15 Feb 2011 |
Link(s)
Permanent Link | https://scholars.cityu.edu.hk/en/theses/theses(618ef5d5-c57d-4cd8-81e4-6dc269577673).html |
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Other link(s) | Links |
Abstract
Smart card payment systems are becoming increasingly popular in the transport
industry. More and more transport operators throughout the world are attempting to
incorporate this technology to enhance and boost their businesses. However, there are
still only a few successful cases. Adopting a well established smart card payment
system model could help successful implementation in many cities, yet no such
successful model has yet been developed for metro transport operators. The Octopus
card, one of the most successful smart card payment systems, is studied and
referenced in this thesis. Based on the successful experiences of Octopus, this project
proposes a tactical smart card payment system implementation model to guide the
successful operations of metro operators.
To develop and construct such a tactical implementation model, the project has
applied a series of rigorous research methodologies, including an extensive literature
review, structured interviews with experts, case studies, focus group discussions, and
a survey. With reference to three benchmarked models, the "Energy System",
Network System" and "Transit Payment Media", the generic smart card payment
system implementation model was developed, with three dimensions and eleven
critical success factors defined. These dimensions and critical success factors were
further cross-checked with numerous articles and found to be the common and critical
features in the successful implementation of similar systems. An expert opinion
survey and interviews further confirmed the validity and relevance of these
dimensions and success factors, and of the proposed model. The proposed model was
then benchmarked against four exisiting systems: 'Yikatong' in Beijing (BJ) Line 13,
'Oyster Card' in London, 'EZ-Link' in Singapore, and 'Mondex' in Hong Kong,
before it was adopted for live application in Beijing Line 4.
Yikatong, in Beijing Line 4, was selected to verify and validate the proposed model.
Based on the three dimensions and 11 critical success factors, the positive features of
Octopus were either applied directly or modified to fit the Beijing context in the
design and development of Beijing Line 4. Yikatong was successfully launched in Beijing Line 4 in October 2009. After three months of successful live operation, a
questionnaire survey was conducted to collect views from customers regarding the
effectiveness of the new smart card payment system. Experts in the field were also
interviewed. The new smart card payment system received very favourable feedback
from Beijing customers. The experts also found the proposed model to be highly
suitable and readily applicable to Beijing transport operations, regardless of the
differences in demand, system complexity, and the political and geographical context
in Beijing.
The thesis develops a practical, comprehensive, readily applicable and yet generic
smart card payment system implementation model for transport operators. The
proposed model has shown it is both practical and successful in Beijing Line 4. It also
captures both fare and non-fare revenue for metro operators under prudent
commercial principles. Besides improving customer service, cost and efficiency,
corporate relations and marketing strategies, individual success factors in the
proposed model are also shown to be effective, both for enhancing existing systems
and developing new systems.
In view of the huge projected market for smart card payment systems in metro and
other transport systems worldwide, particularly in China, the model is helpful for
implementing smart card payment systems. Looking to the future, such a vast
potential market means there is a great need for the provision of a cost effective and
reliable system to cope with the increasing demand. The proposed generic model
presented in this thesis will form a solid foundation on which transport operators can
build successful operations.
- Fares, Railroads, Smart cards, Automation