{"id":15088,"date":"2024-12-10T11:01:00","date_gmt":"2024-12-10T11:01:00","guid":{"rendered":"https:\/\/www.flowbird.com\/?p=15088"},"modified":"2024-12-10T14:52:57","modified_gmt":"2024-12-10T14:52:57","slug":"why-communication-is-vital-to-open-payments-success-and-how-maas-can-help","status":"publish","type":"post","link":"https:\/\/www.flowbird.com\/it\/why-communication-is-vital-to-open-payments-success-and-how-maas-can-help\/","title":{"rendered":"Why communication is vital to Open Payment\u2019s success \u2013 and how MaaS can help"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15088\" class=\"elementor elementor-15088\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8392e24 e-flex e-con-boxed e-con e-parent\" data-id=\"8392e24\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c48840c elementor-widget elementor-widget-image\" data-id=\"c48840c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"441\" src=\"https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/iStock-1485323959-RT-copy-1-1024x441-1.webp\" class=\"attachment-large size-large wp-image-15092\" alt=\"\" srcset=\"https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/iStock-1485323959-RT-copy-1-1024x441-1.webp 1024w, https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/iStock-1485323959-RT-copy-1-1024x441-1-300x129.webp 300w, https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/iStock-1485323959-RT-copy-1-1024x441-1-768x331.webp 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b65b286 e-flex e-con-boxed e-con e-parent\" data-id=\"b65b286\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bb23306 e-flex e-con-boxed e-con e-parent\" data-id=\"bb23306\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-10406a7 elementor-widget elementor-widget-text-editor\" data-id=\"10406a7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Open payment systems remove the need to pre-purchase a ticket for travel or select from available tickets at the point of travel. Boarding speeds are increased as friction is reduced, with passengers using their contactless bank cards or mobile wallets as their ticket to ride. It\u2019s one of the reasons why many cities and regions are introducing <\/b><a href=\"https:\/\/www.flowbird.com\/our-solutions\/transport-solutions\/open-payment\/\"><b>Open Payment<\/b><\/a><b> as a way of making it easier for commuters and tourists to access mass transit to encourage a modal shift to more sustainable mobility.<\/b><\/p><p><span style=\"font-weight: 400;\">Open Payment are compatible with any type of public transportation, from buses, trains, and ferries to park and ride shuttles.<\/span><\/p><p><span style=\"font-weight: 400;\">For passengers, it means there is no need for cash and no confusion over whether you&#8217;ve got the correct ticket for your journey. There\u2019s no need to create an account or download an app. The experience is effortless, and it\u2019s easy to see why many passengers are quick to adopt this payment option:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It alleviates confusion regarding ticket options \u2013 passengers will always get the best available fare for their journey.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It makes it easier to travel, regardless of whether you\u2019re a frequent traveller or a tourist, because no one needs city-specific applications or accounts.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The speed of boarding increases, as passengers can simply tap and find a seat.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">But is it for everyone? Is everyone comfortable using an Open Payment system?<\/span><\/p><p><span style=\"font-weight: 400;\">In fact, studies show that <\/span><b>40% of people using Open Payment systems in France <\/b><b><i>aren\u2019t<\/i><\/b><b> regular public transportation passengers.<\/b><span style=\"font-weight: 400;\"> That\u2019s because Open Payment makes life easier for people who aren\u2019t regular riders. The challenge is not whether the technology is appealing, it\u2019s whether cities and their mobility partners have the right communication strategy.<\/span><\/p><h2><span style=\"font-weight: 400;\">Communicating the benefits of Open Payment<\/span><\/h2><p><span style=\"font-weight: 400;\">The main communication challenge behind Open Payment is also one of its biggest benefits &#8211; that it makes transport ticketing transactions seamless, almost invisible. Here are some important steps to consider.<\/span><\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be clear on the cost of travel. When a rider taps their card on a validator, it\u2019s important they know the price for their journey. Where journeys are a fixed price, this is less of an issue, but in a tap-and-go environment it\u2019s even more important for good fares information to be easily accessible to encourage adoption. Customers need confidence they will be charged the best value fare.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Create a robust marketing plan. This will inform residents and tourists about the Open Payment options and any limitations &#8211; and explain how the system works, how best value is assured and how passengers can access their transaction records securely. Some cities time the roll-out with a big event to kick-start adoption. In Edinburgh, for example, Lothian Buses chose their busy annual Festival season to launch the Open Payment system developed by Flowbird &#8211; and it proved extremely popular with local people and the many thousands of visitors. In the city of Lille, another Flowbird Open Payment system went \u2018live\u2019 across eight metro stations just in time for the Rugby World Cup. It was a prime opportunity to test the system\u2019s capability to ease the flow of large crowds through stations on match days, and the launch was accompanied by a strong marketing campaign by the transport operator.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Communicate the value of capping. Open Payment can enhance the value to passengers and increase loyalty through fares capping. Account Based Ticketing, with Open Payment, provides a way to inform customers of their journey history and present the fares structure used to calculate the fare charged.\u00a0<\/li><\/ol><h2><span style=\"font-weight: 400;\">In Toulouse, they started small, and then\u2026<\/span><\/h2><p><span style=\"font-weight: 400;\">Toulouse worked with Flowbird to launch an Open Payment solution for their airport shuttle \u2013 the first of its kind in the city.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The system was a huge success. The city communicated its merits effectively to people through a comprehensive marketing plan \u2013 and everyone could clearly see the rate for the shuttle.<\/span><\/p><p><span style=\"font-weight: 400;\">From day one, riders were quick to adopt and, today, people from over 100 countries have so far used the Toulouse Open Payment system for shuttles from the airport.<\/span><\/p><p><span style=\"font-weight: 400;\">Having seen the success of the shuttle, Toulouse is taking their Open Payment system one step further and deploying it throughout the rest of the city\u2019s transit network.<\/span><\/p><p><b>To encourage adoption and frequent use, more and more cities are looking to\u00a0 integrate Open Payment with <\/b><a href=\"https:\/\/www.flowbird.com\/our-solutions\/transport-solutions\/maas\/\"><b>Mobility as a Service (MaaS)<\/b><\/a><b>.\u00a0<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a2fb6af elementor-widget elementor-widget-image\" data-id=\"a2fb6af\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"440\" height=\"440\" src=\"https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/20240201_103158-440x440.webp\" class=\"attachment-news-thumb size-news-thumb wp-image-15117\" alt=\"\" srcset=\"https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/20240201_103158-440x440.webp 440w, https:\/\/www.flowbird.com\/wp-content\/uploads\/2024\/12\/20240201_103158-150x150.webp 150w\" sizes=\"(max-width: 440px) 100vw, 440px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-48ac7c8 e-flex e-con-boxed e-con e-parent\" data-id=\"48ac7c8\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c011a53 elementor-widget elementor-widget-text-editor\" data-id=\"c011a53\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Using MaaS to improve communication\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">Essentially, MaaS ties together the separate threads of a city\u2019s transport and attractions, so that people can plan to visit parts of a city, and pay for multimodal transport &#8211; e.g., a bus followed by a tram and a bike hire &#8211; without purchasing tickets in advance.<\/span><\/p><p><span style=\"font-weight: 400;\">Cities that use MaaS apps can forge a stronger connection with riders on public transportation. And this can be effective in prompting more widespread adoption of transit networks.<\/span><\/p><p><span style=\"font-weight: 400;\">MaaS applications let riders create a passenger account which can be linked to their EMV card or digital wallet for travel. It can show them how they\u2019re taking advantage of reduced fares, and record concession entitlements. Passengers can also benefit from notifications about their journeys and fares. In many ways, MaaS is the missing link between transport authorities and passengers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">MaaS also places the emphasis on the destination rather than the journey. Some people are in the habit of using their car. But with MaaS, the same app can be used to access travel and destinations, such as sporting events or local attractions. The app can also send notifications to advise about travel times, options and store tickets.\u00a0<\/span><\/p><p><b>Interested in learning more about how Open Payment and MaaS could improve your city\u2019s mobility? <\/b><a href=\"https:\/\/www.flowbird.com\/company\/contact-us\/\"><b>Fill out a contact form<\/b><\/a><b> to start a conversation with Flowbird!\u00a0<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Open payment systems remove the need to pre-purchase a ticket for travel or select from available tickets at the point of travel. Boarding speeds are increased as friction is reduced, with passengers using their contactless bank cards or mobile wallets as their ticket to ride. It\u2019s one of the reasons why many cities and regions [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":15148,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116,251],"solutions":[],"class_list":["post-15088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maas-us","category-open-payment"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v26.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why communication is vital to Open Payment\u2019s success \u2013 and how MaaS can help - Flowbird<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.flowbird.com\/it\/why-communication-is-vital-to-open-payments-success-and-how-maas-can-help\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why communication is vital to Open Payment\u2019s success \u2013 and how MaaS can help\" \/>\n<meta property=\"og:description\" content=\"Open payment systems remove the need to pre-purchase a ticket for travel or select from available tickets at the point of travel. 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