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Our expectations for mobility and transit are changing rapidly. Regardless of whether you live in the center of a major city, the suburbs, or in a remote community, convenience is now top of mind when considering how to get from point A to point B.
This focus on convenience is even shaping the economic picture, as many people are willing to pay more for an experience, if they consider it to be more convenient. While transit operators will always compete to some extent on cost, convenience is emerging as a critical battleground.
So, how can you ensure your passengers are receiving all the conveniences they’re expecting? Here are four key perspectives to consider.
Convenience here applies to both journey planning and accessibility. Every journey begins before the first mode of transportation. We all take time to plan our route, considering the most effective, affordable and, yes, convenient way to reach our destination. Every journey should also be made on systems that is fully accessible: simple and stress-free for all people regardless of age, disabilities, or native language. In Canada, the Canadian Accessibility Standards Development Organization (CASDO) has developed a roadmap to make the country fully accessible by 2040, and transportation is an essential aspect of that plan.
But beyond accessibility of the transit itself, transit operators should also consider accessibility of information. We can only choose the best journey if we can evaluate all available options. Routes, timetables, and wayfinding should be easy to find and understand. And as we look to the future, these tools should be personalized based on customer preferences. In retail and other consumer services, we expect companies to use data to serve as relevant offers and information. The same goes for transportation ― we should use the wealth of data at hand to better understand a customer’s priorities, preferences, and needs.
Over the past decade, we’ve seen how convenience has completely reshaped transit decisions.
In cities like Chicago, New York, Toronto and Montreal, robust public transit systems allow people to easily and affordably travel throughout the city. Every city should continuously be looking for ways to make our offerings more convenient for the end user. We’re seeing a great example at the moment in Toronto, where Metrolinx is working to expand GO Transit’s rail lines into a comprehensive regional commuter rail service.
For most people, more options lead to more convenience. The same holds true for transit. Having access to a variety of modes of transit ― and the flexibility to combine them into a multi-mode journey ― can make the difference. When transit operators collaborate and make it easier for passengers to move from one mode to another, it creates a halo effect that benefits everyone involved. The future of transit is integrated, not siloed.
In our interconnected world, nothing is judged in a vacuum. When we go to a sports game, we’re not just thinking about whether our team won or lost. We’re thinking about the view from our seats, the food and drinks available in the arena, the entertainment taking place between periods. Transit operators also need to think about convenience beyond wheels and rails.
The bare minimum for the future of transit convenience will be connectivity. Last fall, VIA Rail Canada started an initiative to roll out high-speed internet onboard its new Québec City-Windsor corridor fleet. This simple amenity provides an outsized level of convenience to passengers, making it easier for them to work, relax, and simply stay informed.
A recent industry survey by Optibus showed that passenger experience was the top priority for 64% of respondents. In our fast-paced world, we want things to be quicker, easier and streamlined. We want quick and easy access to reliable transit with minimal hassle and maximum satisfaction. It’s no longer a “nice to have” ― it’s table stakes.
Our focus on convenience should be looked at as an opportunity. As an industry, we have great potential for infrastructure innovation.By applying the lens of convenience to the design, function, and optimization of our systems, we can reach new levels of performance and customer satisfaction.
Real-time information (RTPI) systems can significantly improve the experience of those travelling via public transport. When a passenger is kept fully informed regarding their trip, they feel confident and prepared; they know exactly where they need to head to make an onward connection, what time they should arrive there, and how the remainder of their journey looks.
By removing uncertainty through the accurate and timely delivery of information, the experience of navigating a trip is made as stress-free as possible, and the actual / perceived duration of travel is reduced. Passengers don’t need to wait for so long at a stop (which can make them feel safer), and they will arrive at their destination feeling relaxed (which naturally increases their propensity to travel using public transport more often). It’s little wonder that in Transport Focus’ recent report “Britain’s Railway: What Matters to Passengers”[1], ‘accurate and timely information about train times’ and ‘being kept informed about delays and the options’ both feature within the top 10 issues cited.
No-one likes their trip to be delayed, but when a delay occurs there are different ways that transport operators can deal with the situation. As Stephanie Tobyn from the UK’s Office and Rail and Road (ORR) has explained, “Poor quality information, particularly during disruption, makes an already frustrating situation worse for passengers, and significantly more challenging for front-line staff”[2]. In contrast, if a passenger is kept informed regarding any delay, they can plan around it, and even use it to their advantage.
By way of a thought experiment, let’s imagine it’s a cold, wet winter evening, and that John and Jack need to get home after a hard day’s work…
Scenario A: John’s Journey…
John leaves the office at the usual time, arriving at the station only to learn that his train has been delayed. Information screens provide no further detail on how long he will need to wait, and staff aren’t able to help her either. After receiving contradictory and confusing information via multiple different communication channels, he is told that he will need to take a replacement bus service, but no guidance is given on where or when these buses will be departing from. John eventually finds the departure point; he waits and waits, but no bus materialises. Left frustrated and angry by the entire experience, he is forced to pay for a taxi to get home. He complains about the train operating company privately to his friends and family, and publicly via social media.
Scenario B: Jack’s Journey…
While still at the office, and in good time before he planned to leave for the station, Jack receives a notification to his smartphone informing him that unfortunately there is a 30-minute delay to his train service. The notification confirms that the train is on its way, and includes a new estimated departure time. This allows Jack to track the train’s progress in real-time, and to opt-in to receive any further relevant updates, should he wish to do so; the message also offers Jack a complimentary coffee coupon by way of apology. Jack utilises the extra 30-minutes to do some grocery shopping that he had originally planned to do later in the evening, and to pick up his complimentary coffee. He arrives at the station for the new departure time, boards the train, and arrives home only a little later than usual, given that he has already done his food shopping.
The differences between these two travel scenarios are as clear as night and day. In one, an already bad situation for John is exasperated by poor communication from the train operator at every step. In the other, though an unfortunate situation occurs, Jack receives clear and constructive notifications which allow for as positive an outcome as is possible. Communication is key when it comes to handling delays. Removing uncertainty via journey information reduces frustration and allows passengers to stay productive.
As we’ve seen, when delivered intelligently, real-time information empowers a Connected Journey – but the method(s) and level of detail via which it is communicated to passengers also need to be carefully considered. Transport operators must be mindful not to alienate passengers by over- or under-communicating, or by using communication channels which favour or disadvantage particular demographic groups.
We are bombarded with information every minute of every day; so, any information needs to be kept relevant. Travellers only require a certain level of detail at any time; too much information can overwhelm, and too many options risk causing confusion, or even frustration. Going back to our thought experiment involving John and Jack, in neither scenario are they likely to appreciate a notification informing them that the train company is selling discount tickets or promoting holidays. This type of information is unrelated to their train delay, and therefore not relevant or useful.
Furthermore, although it’s a generalisation to say, those in older age demographics are less likely to be digitally proficient than younger passengers, and information must be delivered in a way which does not discriminate. It’s no good for a transport operator to communicate a delay only via a specific social media platform, when they cannot safely assume that all their passengers use that platform.
As Alex Warner, writing in Passenger Transport Magazine, states, “For those who haven’t mustered up the courage to travel for some time because they think that transport has left them behind, they need to be shown that it is still designed for them, and they haven’t been excluded. Confidence is key.”[3]
Transport networks should therefore be designed and built according to inclusive principles, to standards which support all passengers. Reflecting this overarching goal, Icomera offers transport accessibility solutions which provide real-time information in ways which help those with hearing and sight loss to travel with confidence.
To meet the promise and potential of Mobility-as-a-Service (MaaS) solutions, RTPI systems should communicate valuable information to passengers at every step, not just while they are on board the vehicle. In the case of Jack, we’ve seen how this can look pre-boarding, with passengers receiving useful notifications that keep them updated, to help ensure that their travels are as stress-free as possible.
At the other end of a journey, we can imagine that Jack is given easy access to information regarding his onward options. The next leg might require another train or bus connection. But, to offer a truly joined-up experience which also accounts for a trip’s overall carbon footprint, transport operators should also consider the ‘last mile’, and work to communicate how the passenger might reach their destination using an electric scooter or eBike, for example. In this way, real-time information can be used to educate travellers and further encourage a modal shift towards green mobility.
Unquestionably, new ideas will propel how the passenger experience evolves in the years ahead. With the thrust of each generation of technological innovation, inspirational ideas will push against the boundaries of the possible, starting with the reality of today, but striving towards an experience which is ever greater for all travellers.
The Connected Journeys of this imagined future can and should be more effortless; as industry pioneers, it is up to us to continue working towards this vision of what public transit can be, aspiring to create a world in which travel by train, tram, bus, and coach is the natural default for all.
The portal uses industry-leading data sources and GPS mapping to provide expected arrival and departure times, relevant platform numbers, onward travel options, and much more.
The new portal provides up-to-the-minute information showing the train’s location, the next stop, and the service’s destination. Additionally, the portal offers a new feedback form and ‘Share My Train‘: a feature allowing customers to share their live journey information with friends and family by SMS or WhatsApp – ideal for arranging meet-ups.
“We strive to continuously improve the delivery of customer information on our stations and trains, and meet the requirements of Welsh Language Standards and customers with hearing loss. Our latest work with GoMedia has allowed us to improve the on-train Wi-Fi experience with customers and present bilingual real-time information. The new onboard Wi-Fi portal is fully accessible and meets the Web Accessibility Initiative Level AA.
“Our new real-time information portal is our latest step in using data to improve the customer experience on our trains, following increasing the amount of free Wi-Fi data from 25 MB to 50 MB in 2019 and adding charging points to all of our trains. Our brand new trains will also feature full-colour digital screens with bilingual real-time live information for our customers.”
“We are very pleased to work with Transport for Wales to deliver an engaging and inclusive digital passenger experience. The feedback has been excellent so far with over 80% of passengers saying they were delighted with the overall experience of the real-time information service and appreciated the availability of a two-way communication channel with TfW during their journey.”
Indeed, these should never be overlooked; an operator can utilise feedback data to measure satisfaction levels over time, better understand why their passengers feel the way they do, and action improvements to their services as an end result.
However, in this article I’d like to elaborate on another aspect, which often doesn’t attract so much attention: Namely, the capacity for passenger feedback to identify / fix issues relating to onboard assets, and the operational and safety benefits that this can deliver.
Traditionally, feedback from passengers was primarily captured manually. Transport operators would be required to send staff armed with clipboards and forms out to vehicles in order to ask travellers for their thoughts; this was a cumbersome undertaking which could only ever capture data from a small percentage of a fleet, and retrospectively.
More recently, passengers could be invited to complete feedback forms sent via email once they had completed a journey. Again, this was less than an ideal process, since it was not always clear which journey/vehicle their feedback related to, and issues could still take quite some time to rectify once raised. Passengers using a service regularly could be left frustrated that feedback they had flagged was taking too long to be investigated.
In contrast, nowadays it’s possible for those travelling to submit feedback directly from their smart device while they are still on the vehicle. This not only significantly simplifies the feedback process for passengers but also means that operators are given access to invaluable live data regarding their fleet and onboard equipment.
Feedback can be automatically tagged with details of the exact vehicle (and, when relevant, carriage), route, and time of day, further facilitating the ease by which any issues can be pinpointed. It’s even possible for automatic alerts to be triggered according to certain criteria; for example, if a particular type of feedback is provided.
With access to live feedback regarding their services, transport operators can notify staff situated on a vehicle of any issues which might be able to be fixed straight away, dispatch engineers to investigate a problem further, or organise an appropriate time for a vehicle to be brought back to a depot, if deemed necessary.
Capturing real-time feedback in this way can be especially useful in cases where there are limited numbers of staff working on a vehicle. Issues can be identified directly by one of the many passengers using a particular service, rather than staff being required to carry out laborious and time-intensive manual checks.
It’s also possible to implement a messaging service as part of a feedback solution. This not only helps passengers feel listened to and engaged with, it can help operators as part of the trouble-shooting process too. A passenger sat on a vehicle right now might be able to provide useful further details which make it simpler to identify the root cause of a problem and enact a faster solution.
One can imagine many scenarios in which feedback generated by passengers relates to onboard issues which are far more than matters of mere convenience. For example, a faulty air conditioning system during the temperature extremes of the summer or winter months can pose a health risk to travellers, and therefore warrants being known about as soon as possible.
Feedback provided can also work in parallel with data generated by other onboard systems. For instance, a passenger might use a real-time feedback form to alert an operator to a piece of abandoned luggage; the issue could then be further investigated via live video surveillance feeds to identify exactly whom left it behind, and whether there is any cause for further concern (e.g. in the case of a potential security threat). Similarly, a passenger may flag that one of the toilet doors is malfunctioning; onboard telematics data might then help ascertain exactly when, why and/or how the problem began.
Real-time feedback solutions such as those offered by Icomera even allow the possibility for passengers to directly contact the Police in the event of an incident; this can be useful if violence were to break out, for instance. Messages sent using this functionality can automatically include details of the vehicle and its calling pattern, saving passengers manual efforts, and enabling authorities to intercept it, if required.
Finally, it’s worth mentioning the integral role that onboard connectivity can play here too. Since feedback can be delivered via passenger Wi-Fi systems, optimal Internet connectivity helps ensure that information can get back to the operator as quickly as possible.
In a passenger feedback trial that took place with West Midlands Metro in the UK, 5G connectivity was leveraged to increase the speed by which data could be processed. It also allowed for the use of different types of passenger-generated feedback data to be more easily handled. For example, passengers connected to the vehicle’s onboard connectivity network could send videos and images of any issues they discovered using the Wi-Fi service, without incurring data costs themselves.
As we’ve seen, feedback solutions should therefore not be seen purely as a means to derive passenger-centric data insights, but also as a method to help monitor onboard assets. Combined with other digital applications which harness powerful Internet connectivity, transport operators can more quickly and efficiently diagnose issues relating to their fleet, and work to rapidly fix problems related to their onboard equipment.
Josephine Cordero Sapién, editor for Railway-News, sat down with Roger Matthews, Managing Director of GoMedia, and Sven Koster, GoMedia Head of Business Development and Innovation, at InnoTrans to learn about a tool to help blind and partially sighted people navigate their way around stations navigate their way around stations, Visor.
Visor enables blind and partially sighted people to navigate their way around transportation stations and rail platforms – independently, without the need for expensive, fixed infrastructure.
But accessibility is a much bigger area in need of consideration.
Think for a moment you are blind or partially sighted. And you want to take the train to visit a friend. You manage to navigate your way to the station, but then what?
Wayfinding must now be accessible.
This article first appeared in the Railway-News magazine, Issue 4 2022 Data & Monitoring edition.
Read the full interview here – How Would You Navigate the World If You Couldn’t See?
“As one of the greenest and safest modes of transport, we want to see more people using Rail. Everyone should be able to take the train, and do so with ease.” – Adina Vălean, European Commissioner for Transport.
The Commissioner’s statement above highlights an environmental benefit to the increased usage of passenger transport; however, there are also immediate economic benefits to be realised by providing easier access to education, work, and healthcare through a more accessible passenger transport system.
This creates an important question: Of the people who could be using passenger transport and, by extension, contributing to the economy by purchasing tickets and traveling for work or leisure, how many are actually able to do so?
24.6 million Americans aged 18 and older have self-reported travel-limiting disabilities, and less than half of these passengers are aged 65 and older. In the UK, more than 60% of users with accessibility needs do not attempt or struggle to make independent journeys on passenger transport.
Making travel experiences more accessible will improve journey satisfaction and overall quality of life for these passengers while reducing the estimated impact of inaccessible transport on the national economies, which runs into tens of billions of pounds, euros, and dollars per year.
The ergonomic design of stations and vehicles will, of course, play a significant role in improving the accessibility of passenger transport. However, alongside these major infrastructural changes, digital technologies which use personal smart devices will provide personalised and at-hand support, reducing the barriers to use for customers with sight and hearing loss – and addressing some hidden needs of a broader audience as well.
These innovations provide cost-effective “quick wins” for transport operators and authorities due to the comparatively small amount of capital investment required to develop and deploy them, and the rapid speed with which this can be done.
Transport systems, pavements, and built environments are often not designed to be fully inclusive for blind and partially sighted people, making them difficult to navigate, particularly if the environment is unfamiliar. The Royal National Institute of Blind People (RNIB) reports that 4 out of 10 blind and partially-sighted passengers cannot make all the journeys they need or want to make.
In the UK, Network Rail chose to address this issue by trialling a guided navigation solution at London Euston station – the country’s busiest inter-city passenger terminal – providing real-time information to guide passengers through the station and to the correct train. The solution, named ‘Visor’, was developed by GoMedia in partnership with the RNIB. It leverages NaviLens BIDI codes and GoMedia’s live cloud-based passenger information system to display directions in the NaviLens and NaviLens GO apps.
Passengers simply hold up their smartphone. The device automatically recognises any BIDI codes in view and displays location- and context-specific directions to help them reach their destinations more quickly and easily.
Brightly coloured BIDI codes offer many advantages over standard monochrome QR codes when it comes to assisting blind and partially-sighted passengers on the move:
One can say that BIDI codes are a proven technology with deployments in New York Metro, Barcelona, and LA. They are also used for applications beyond transport; for example, in supermarkets on Kellogg’s cereal packaging to provide ingredient information.
Visor is easy to roll out in passenger transport environments, as it does not require the installation of any additional physical infrastructure aside from BIDI code stickers, thereby presenting an easy means of improving accessibility with minimal disruption.
Closed tests of Visor revealed the following:
“Navigating busy train stations can be tricky for everyone and we all want to get from A to B as quickly as we can, but for people like myself, with vision loss, it can be even more of a challenge. [Visor] has allowed us to push the boundaries of technology to transform the passenger experience for everyone, through the lens of people with sight loss. Technology like this allows blind and partially sighted people to maintain a level of independence whilst proving that inclusive design is better for everyone.” – Marc Powell, Paralympic athlete and Strategic Accessibility Lead at RNIB.
Trials of another technology have also been conducted by Transport for Wales (TfW) to make journeys better for passengers with hearing loss.
The application, called HEAR (Hearing Enhanced Audio Relay), enables passengers connected to the vehicle’s onboard Wi-Fi to receive personalised journey announcements to their smart devices in real-time.
Prior to the trials, a survey of people with hearing loss conducted by charities Hearing Link and Hearing Dogs found:
With HEAR, when an announcement occurs, the passenger receives a text notification, and the audio begins playing automatically. The passenger controls the volume and can set notifications for their specific destination or opt to hear them all. A history of announcements is always available, which allows users who need more time or those who were distracted to go back and review.
Additionally, the notifications are multi-lingual, and can be changed in the user settings. A passenger can also set an advanced notice timer when more time is needed to alight. Leveraging personal devices in this way is a viable alternative to hearing loops, and it broadens the use case to include people who have a temporary limitation such as from an ear infection, or a self-imposed limitation, such as headphones.
Following the principles set out in the United Nations Convention on the Rights of Persons with Disabilities (CRPD), many nations have enshrined statutory requirements for public infrastructure to meet specific standards of accessibility.
The UK sets out its accessibility requirements for public services in the Equality Act 2010. The Americans with Disabilities Act Amendments Act (ADAAA) of 2008 plays a similar role in the United States. Equally, Canada’s Accessible Canada Act of 2019 has enabled the Canadian Accessibility Standards Development Organisation (CASDO) to develop a roadmap towards a fully accessible Canada by 2040, by targeting priority areas such as employment, built environments and, of course, transportation.
For EU member states, the European Accessibility Act (2019) and the subsequent European Disability Strategy 2021-2030 have defined targets for the mobility of people with special requirements by removing barriers created through divergent legislation. With the Act set to be fully implemented by all member states by 2025, Europe has seen many initiatives to set a new bar for passenger transport accessibility through technological innovation.
Luxembourg City, for example, won the 2022 Access City Award for implementing wide-reaching improvements after consulting citizens with accessibility needs.
Keeping an accessible-focused mindset when designing passenger transport experiences leads to a better, fairer, more personalised journey experience for everyone.
Human needs are diverse and, as we’ve seen in recent years, will change with circumstances and time. Universal and inclusive design principles can help guide the way forward. Pairing purpose-designed digital technology with real-time information will enable transport operators to cater for as many user needs as possible and provide an empowering experience for all.
Well, a key element in delivering the best passenger experience lies in operators going beyond in the services they provide. Armed with the right information at the right moments, kept entertained, and able to share relevant details regarding their trip, a passenger’s journey will meld effortlessly into the rest of their day.
As technological advances continue to be made, passenger-centric applications which help travellers stay connected and informed will therefore undoubtedly bring significant value.
It’s an undeniable fact that the world generally, and the public transport industry specifically, is becoming increasingly digital – And this brings many exciting possibilities. But it’s vital that digitalisation helps simplify journey planning for passengers, empowering them to plan their journeys independently, quickly and easily.
Having not been surrounded by digital technology since birth, those in older age demographics are less likely to be tech-savvy – it’s important that they are not left to drown in a sea of unnecessary apps, or forced to navigate multiple websites from disparate companies when organising a single trip.
Similarly, more digitally proficient travellers (e.g. younger passengers and business commuters), will turn away from using public transport if the industry’s associated technology does not keep pace with their exacting requirements. They won’t have the patience to put up with overly complex solutions, especially if simpler alternatives are available via other (e.g. private) modes of travel.
Thankfully, multiple options exist to meet these challenges: Powerful real-time information solutions mean that passengers can be seamlessly guided from door to destination with accurate, up-to-the-minute information on routes, services and prices…
The onboard experience continues to evolve in all kinds of exciting ways. Today, transport operators are also able to provide a range of enhanced passenger-centric solutions. Those travelling can order food and beverages from the comfort of their seat, while perks and rewards can serve as the icing on the cake when it comes to delivering a five-star service. For example, it’s possible to send selected customers messages offering them discounted drinks, complimentary snacks, or even the opportunity to watch a recently released movie for free.
When it comes to offering onboard entertainment, it’s important that the solution is stable wherever vehicles travel on their journey. In a project that highlights the importance of this requirement, Norwegian transport operator Vy recently upgraded the digital passenger experience for its customers travelling on the Bergen Line, a rail route which runs over the highlands between Oslo and Bergen; the line offers one of the most breath-taking travel experiences in Europe but also suffers from limited cellular coverage and capacity. Overcoming potential issues caused by this, the content behind GoMedia’s onboard entertainment solution for Vy is securely uploaded to Icomera’s hardware, meaning that it does not require an external Internet connection to be played; this allows Vy’s passengers to enjoy the onboard entertainment on offer even in the most remote rural areas that they pass through.
Gathering passenger feedback is key to improving the passenger experience. Digital technology enables a two-way conversation between passengers and operators while the journey is in progress, providing a regular touchpoint that generates invaluable data for understanding the evolving landscape of passenger routines, sentiment, needs and expectations.
Those travelling on vehicles can provide feedback in a myriad of different ways. Simple multiple-choice questions allow passengers to quickly express their views using happy face / sad face emoticons, and surveys can be created to add additional layers of information, delivering further valuable insights.
Feedback can be tagged with the vehicle and service that a passenger is travelling on, enabling operators to build a clearer picture of which vehicles, routes, time periods and / or staff consistently encounter the same issues, so that services in need of a particular focus can be identified.
Additionally, passengers may be encouraged to give free text feedback, which can be analysed using a specialised AI-led system. In a significant development towards this capability, GoMedia has conducted live trials alongside Wordnerds and West Midlands 5G. By combining GoMedia’s contextual passenger feedback technology with Wordnerds’ AI-led sentiment analysis tools, a new onboard and cloud-based solution gave West Midlands Metro unprecedented access to measurable and actionable live passenger feedback.
The speed at which the data is processed is dramatically increased when using the 5G network. It also allows for the use of different types of passenger-generated data. For example, passengers connected to Icomera’s centralised onboard connectivity network can send videos and images of any issues to the operator using the onboard Wi-Fi, without incurring any data costs themselves. 91% of test responses that should have triggered an alert were correctly identified by the Wordnerds platform, and the average time between response submission and alert receipt was just 2 minutes[1].
The Hearing Enhanced Audio Relay (HEAR) application was successfully tested on TfW trains on the Rhymney – Penarth route for two months, with the aim of improving the journeys of passengers with hearing loss.
The application enables passengers connected to the onboard Wi-Fi to receive personalised journey announcements to their smart devices in real-time. These notifications can be specifically tailored to passengers’ preferences, for example only informing them of announcements relating to their destination, in both audible and readable formats. HEAR was funded by the Department for Transport through its £9m ‘First of a Kind 2021’ competition, delivered by Innovate UK (part of UKRI).
Michael Davies, Insight and Innovation Manager at Transport for Wales, said: “We are committed to making our network as accessible as possible. Working with GoMedia on HEAR has given us the opportunity to test a solution that could provide huge benefits to customers and encourage people to choose rail.”
It is estimated one in six people in the UK adult population is affected by hearing loss[1] and by 2031, 14.5 million people, approximately 20% of the UK population, will suffer from some form of hearing loss[2]. Over 60% of passengers with accessibility needs struggle to make their journeys independently, making it more important than ever for public transport to be more accessible for all passengers.
Roger Matthews, GoMedia’s Managing Director, added: “HEAR offers a more versatile and cost-efficient solution to installing expensive hearing loops on trains. The benefits of the solution also extend beyond improving accessibility for passengers with hearing loss – The app itself is customisable, supports multiple languages, and can give passengers an overview of previously made announcements and delay information updates, making it a useful tool for all passengers, where they are visiting from abroad, or would just like to relax on their journey without having to worry about listening out for announcements.”
GoMedia – a subsidiary of Icomera and of EQUANS – developed the technology with support from charities Hearing Link and Hearing Dogs with the aim of alleviating the difficulties passengers with accessibility needs face, using purpose-designed technology powered by real-time information.
A survey of 58 people with hearing loss conducted by charities Hearing Link and Hearing Dogs found that 96% would love to have a solution like HEAR implemented on public transport as currently, only 7% were somewhat confident that they would be made aware of changes and disruptions during their journey, while only 16% felt they were treated equally compared to people without hearing loss.
For its work on developing the HEAR solution, GoMedia has been nominated for the Cross Industry Partnership category at the Railway Innovation Awards 2022, having won the award for developing another accessibility-enhancing solution, named Visor, in 2021.
In yesteryear, passengers might have sat idly twiddling their thumbs on a long-distance coach journey, wishing they could drown out the world as the couple sitting opposite on the bus bickered, or literally counting sheep in fields as their train travelled passed in a desperate attempt to drift off to sleep. Travel could sometimes feel like a chore; a necessary but mundane multitude of moments spent journeying from door to destination.
In contrast, thanks to amenities which improve the passenger experience, such as our GoView entertainment portal, nowadays travel time can fly by. There’s a certain alchemy to how an entire trip can flash past as we sit immersed watching the latest Hollywood blockbuster, bingeing the new TV show we’ve been dying to see, or transported to a fantastical world when reading an eBook penned by a favourite author. Similarly, a commute can feel like a breeze as we try and beat the high score set by a fellow passenger on a game, catch up on the important events of the day when reading a digital newspaper, or listen to a new album our friends have been raving about.
With many years’ experience in broadcasting, GoMedia has access to the widest range of content from the leading rights owners across the globe; taking advantage of this wealth of expertise, they build GoView content packages tailored to meet each client’s specific needs. But the spell-binding success of our onboard entertainment solution isn’t simply down to the unrivalled range of content that’s available. Importantly, GoView content can be accessed even in periods when there is no external connectivity to a vehicle, providing a seamless entertainment experience for passengers when travelling through tunnels or in remote rural areas, for example.
As GoMedia’s Managing Director Roger Matthews explains: “GoView pairs perfectly with an onboard Passenger Wi-Fi solution from a data cost-saving perspective; since entertainment is hosted locally on the vehicle, operators can reduce the costs associated with their passengers streaming content over Wi-Fi, while simultaneously encouraging additional ticket sales through the improved passenger experience.” Because the content is accessed directly via the web browser on passengers’ own smart devices, there’s no need to download an app, and no requirement for operators to install or maintain costly seat-back screens on their vehicles either.
“There really are a myriad of ways in which travel in 2022 is a world away from days gone by”, adds GoMedia’s CEO Matt Seaman. “Delivered as part of Icomera’s integrated connectivity platform, applications such as onboard entertainment, real-time journey information and passenger Wi-Fi are all easily deployable from a single piece of hardware, and supported as part of our fully-managed end-to-end solution.”
It’s little wonder that operators are already excited when imagining what onboard entertainment will look like another ten years from now. Undoubtedly, there will be even more content for those travelling to enjoy, as well as new ways of accessing what’s on offer; data-driven analytics will play an ever-greater role in helping to shape the user experience, and there will exist even faster, more efficient ways in which content can be remotely refreshed. As the global experts in delivering passenger-centric solutions, Icomera and GoMedia will remain at the leading edge in shaping this future, providing clients with everything they require to deploy best-in-class onboard entertainment.
Inclusive design aims to create experiences that work for people of all backgrounds and abilities. This method acknowledges that human needs are diverse and will change with circumstances and over time. The focus is on understanding and fulfilling as many user needs as possible, not just as many users as possible.
Potentially 16% of the population will struggle in making their transit journey – and this number is only based on varying hearing and sight abilities. The number is higher when you broaden to consider temporary conditions, cognitive differences, various physical, mental, and language barriers, as well.
Ensuring easy and safe access to public transportation for all is essential.
Digital technologies allow for personalized and at-hand support, reducing the barriers to transit use for customers with sight and vision loss – and addressing some hidden needs of a broader audience as well. Together, these innovations have a positive impact on passenger satisfaction.
Three accessible-focused innovations that start with keeping the user goals in mind:
Personal Onboard Announcements - We are aiming to improve accessibility for passengers with hearing loss, by providing personal onboard announcements via the Icomera Passenger Wi-Fi and GoMedia’s real-time information solution. As an announcement occurs, the passenger receives a text notification, and the audio begins playing automatically. The passenger controls the volume and can set notifications for their specific destination or opt to hear them all. A history of announcements is always available, which allows users who need more time or those who were distracted to go back and review. Additionally, the notifications are multi-lingual, and can be changed in the user settings. A passenger can also set an advanced notice timer when more time is needed to alight. Leveraging personal devices in this way is a viable alternative to hearing loops, and it broadens the use case to include people who have a temporary limitation such as from an ear infection, or a self-imposed limitation, such as headphones. The solution works throughout the train via Wi-Fi and went to trial testing for Transport of Wales in the UK in February, on the 769 fleet. Existing wireless communications systems, such as onboard Wi-Fi, can be used to improve the passenger experience for customers with hearing loss.
Guided Navigation - Guided Navigation aims to improve accessibility in busy station environments for partially sighted and blind passengers by using technology powered by GoMedia’s real-time information solution. This feature was developed in partnership with the Royal Institute of Blind people (RNIB) in the UK and it provides real-time information to guide passengers through the station and to the correct train. It does this by leveraging NaviLens BIDI codes and to GoMedia’s live cloud-based passenger information system to display directions in the NaviLens GO app.Passengers simply hold up their smartphone. The device automatically recognizes any NaviLens BIDI codes in view and displays, live journey information, augmented reality with the arrows and instructions. As you move throughout the station or train, your phone continues to pick up BIDI codes and guides you to your destination. BIDI codes look similar to QR codes but are brightly colored and far more effective and secure for devices to pick up. They are registered 12x faster and take just a fraction of a second to read. A mobile device’s camera can read them from more than 30 meters away, and they can even be out of focus or orientation. Incredibly, a mobile device’s camera can pick up multiple tags simultaneously.
One can see that BIDI codes are a proven technology with deployments in New York Metro, Barcelona, and LA. It is even used beyond transport, such as in supermarkets on some Kellogg’s packaging to provide ingredient information.
Improving accessibility for customers with vision and hearing loss increases overall satisfaction while creating a more equitable society.
Trial Results:
Testing on any project is very important.
We gathered feedback from 96 test users with a range of abilities across two different trial locations. The results were extremely positive.
· 94% could locate elements they could not before
· 75% would classify it as a fully inclusive service
· 86% felt it would reflect positively on the transport operator, if implemented
Location-based Information - This technology is in early trial with us, and instead of BIDI codes, it leverages location-based augmented reality (AR). Icomera can provide live journey information, platform navigation, and the ability for staff and passengers to locate each other when assistance is needed, all by viewing intelligently placed in-app AR markers overlaid on their smart device’s screen. Because of the wonderful technology of geo-location, there is even lower maintenance when it comes to signage. Previously, the level of content-rich, location-based information needed was not possible due to a lack of the necessary technology and infrastructure. Relevant information is now being transmitted to passengers’ devices in the format that they require, over 5G cellular networks.The reduced latency of 5G increases the speed of data delivery to personal devices, improving current location tools. The increased capacity of the 5G-enabled onboard Wi-Fi also allows passengers to stream more content-rich augmented reality (AR) location-based videos while traveling on the moving vehicle.
In summary, inclusive design leads to greater innovation and opportunities to fulfil user needs. Human needs are diverse and will change with circumstances and time. Keeping an accessible-focused mindset when building transit experiences, leads to a better experience for all passengers.
We hope you will join us in building more accessible-focused transit.