This article is based on a feature recently published on rail-technology.com
Rail passengers in the UK are missing out on fair pricing and convenient ticketing options, but Smart Kiosks can help level the playing field, according to David Pitt, UK Rail VP at SilverRail, a leading technology company building the digital infrastructure for global rail.
In a recent feature published on Rail Technology, the leading site for news and procurement in the railway industry, Pitt outlined the transformative potential of Smart Kiosks in addressing longstanding inequalities in rail ticketing.
The current UK rail ticketing system has long been plagued by inconsistencies and inequalities, particularly when it comes to pricing. Recent research by Which?, highlighted in Pitt’s article, has brought these issues into sharp focus, revealing a stark disparity between online and in-person ticket purchases. The study found that train fares bought online were cheaper around three-quarters of the time, with same-day journeys costing an average of 52% more when purchased from station machines.
This pricing inconsistency creates an unfair divide in the rail ticketing landscape, penalising certain groups of society. Those who may be less digitally savvy, prefer face-to-face transactions, or simply don’t have easy access to online booking platforms are often forced to pay significantly more for their travel. As Pitt emphasises, “Our view (SilverRail’s) has always been that rail should be inclusive and equal for all passengers, but the current status quo is preventing that by penalising groups of society that are potentially less digitally savvy than others.”
At the heart of this issue lies the technological stagnation of Rail Ticket Vending Machines (TVMs). As Pitt points out, these machines have remained largely unchanged for the past 15 years, offering only basic ticketing functions and failing to adapt to the evolving needs of modern travellers. As a result, they perpetuate a system that disadvantages a significant portion of rail users, creating barriers to fair and accessible travel.
Moreover, the complexity of the current ticketing system poses significant challenges for passengers. According to SilverRail’s proprietary research, 20% of travellers often struggle to find the cheapest ticket, while 58% feel overwhelmed by the myriad of ticket options. This figure rises to 71% among those aged 65 and above. The confusion surrounding rail fares not only deters potential passengers but also erodes trust in the rail system as a whole.
To address the challenges plaguing the current ticketing system, SilverRail and Cammax, leading suppliers of integrated TVM and Ticketing solutions, have collaborated to develop the Smart Rail Ticket Vending Machine (TVM). This innovative solution, as Pitt explains, incorporates SilverRail’s advanced Ticket Issuing System, ‘SilverCore’, and their intelligent UK Journey planner (IPTIS). The Smart Rail TVM represents a significant leap forward in ticketing technology, transforming static, pre-programmed machines into dynamic, customer-centric platforms.
The functionality of these new kiosks goes far beyond simple ticket sales, as Pitt writes in his Rail Technology feature. Passengers can now plan their entire journey directly from the kiosk, including selecting seat preferences and purchasing tickets for immediate or future travel. This comprehensive journey planning capability allows users to access the full range of fares and options previously only available online, ensuring they can find the best deals regardless of how they choose to purchase their tickets.
Equipped with optional Customer Information Screens (CIS), the Smart Rail TVM also provides real-time updates on train schedules, platform numbers, delays, and cancellations. This feature is particularly valuable at stations without a ticket office or where staff may not always be present, empowering passengers to make informed decisions about their travel plans. The kiosks also allow for flexible booking options, with passengers able to purchase tickets up to 90 days in advance, accessing advanced ticket pricing and planning their journeys with ease.
Improving accessibility is at the heart of the Smart Rail TVM design. The kiosks feature enhanced accessibility options, making them user-friendly for all passengers, regardless of their technological proficiency or physical abilities. By presenting information clearly and guiding users through the booking process, these kiosks help demystify the often-confusing world of rail fares, making it easier for all passengers to find the best value tickets for their journeys.
While the primary focus of the Smart Rail TVM is on improving the passenger experience, Train Operating Companies (TOCs) also stand to gain significantly from their implementation. According to Pitt these kiosks act as dynamic shop windows, allowing TOCs to showcase their complete product range, including advance, off-peak, and walk-on rail tickets. This expanded offering can help increase sales and improve customer satisfaction by providing passengers with more choices and better value for money.
Further, the Smart Rail TVM ensures pricing consistency across all sales channels. By leveraging SilverRail’s Ticket Issuing System, these kiosks mirror the cost-effective nature of online purchases. Passengers are always presented with the cheapest fare option, fostering transparency and trust in the ticketing process. This consistency not only benefits passengers but also helps TOCs maintain a fair and transparent pricing strategy across all their sales platforms.
The advanced data analytics capabilities of the Smart Rail TVM provide another valuable asset for TOCs. These kiosks can gather insights into passenger behaviour, ticket sales trends, and peak travel times. Armed with this information, operators can optimise service schedules, manage crowding more effectively, and develop targeted marketing campaigns that enhance customer engagement. Additionally, the durability and low maintenance requirements of Smart Rail TVMs make them a cost-effective solution for stations of all sizes, allowing TOCs to modernise their ticketing infrastructure without incurring prohibitive costs.
The Smart Rail TVM represents a significant step towards modernising the UK rail industry, with its potential already being realised in several locations. In his article, Pitt highlights the successful implementation of these kiosks by operators such as East Midlands Railways and ScotRail. These early adopters have demonstrated the transformative impact of Smart Kiosks on the ticketing experience, paving the way for wider adoption across the network.
However, as Pitt points out, the industry finds itself at a critical juncture in the second half of 2024 and beyond.
With approximately 50% of the country not currently using the rail network, there is a pressing need for all industry stakeholders to collaborate and improve the overall passenger experience; only through such a united effort can the UK rail industry unlock its full potential and provide a truly equitable and efficient service for all passengers.