HOW do you structure your price plans?
I’ve been following the myki debacle in Melbourne recently via The Age newspaper. According to this article, the introduction of a public transport smart card is “almost three years late and $350 million over budget.” Ouch!
Admittedly, as an IT geek, I have a bias, but let’s take some general principles and see what we find.
Melbourne is divided into zones. Fair enough; most cities in the world with a public transport system have zones. Melbourne also has a system of buses, trains and trams. That’s not too onerous either. There is also a “NightRider” discount service offered only on weekend nights. O-kay. And there are two-hour tickets which are only valid from the next hour from the time you validated your ticket plus 2 hours. (So, it’s always better to validate your ticket at, say, 12:05 than at 11:55.)
Children three and under may travel for free but ONLY if accompanied by a parent or guardian. (How to tell without flashing the kid’s birth certificate, and your own bona fides, at every station booth and inspector along the way?) But, while children 16 years of age and under don’t need a concession card, they’re allowed to travel on a concession fare. If you’re the holder of a Health Care Card, you can travel on concession but your dependents can’t unless they’re 16 or younger. Pensioners can not only travel on a concession but get free travel across two zones but only on a Sunday. If you’re a student … well, let me just quote from the appropriate Metlink page:
16 years and under
If you are a student aged 16 and under (and don’t travel with a Student Pass) you can travel on concession fares. You do not need a concession card.
17 years and over
If you are a student aged 17 and over, you must carry a valid concession card.
Travelling with a student pass
If you are a primary or secondary student travelling with a Victorian Student Pass or Regional Transit Student Pass, you must also have a Victorian Public Transport Student Concession Card with your pass number endorsed on your concession card. The pass and concession card must be carried at all times when travelling.
If you’re a senior in Victoria, you get a reduced fare for travel in two zones. BUT if you buy 5 Senior tickets in a bundle, you get an added discount. And you get the Sunday pass thing that the pensioners get AND you also get sent two off-peak travel vouchers in the mail each year. And War Veterans/Widows also get concessions but, by this time, I’m starting to get pooped.
Hullo! What’s that? Peak versus off-peak? Oh darn, you had to bring that up, didn’t you? Yes, there peak and off-peak fares, as well as weekly, monthly, and yearly options.
Now, and I’ve only hit the high points here, go code that.
If you get the impression, from reading all the PDFs and FAQs at the Metlink site that the fare structure began quite simply and then just grew like topsy, I don’t think you’d be far wrong.
So, when the opportunity comes up to completely revamp the public transport system of Melbourne, what is more likely to happen? A company gets asked to implement the fee structure as is? Or the business takes the opportunity to cut through all the dead wood, streamline the process and then ask developers to code a sleeker system?
Yep, you guessed it. Any option that involves public money and doesn’t require any business analysis is O-KAY for a government department. After all, it’s only Victorians’ money. We’ve had commuters docked hundreds of dollars and, in the article I link to at the beginning of this ramble, three lucky commuters found AU$167,000 on their smart card (dubbed myki). It’s an ongoing, slow-motion (forgive the pun) trainwreck.
Travelling by public transport is already a hassle. And, in Melbourne, it was quite expensive, considering the number of service cancellations commuters had to put up with. Why not keep the zones, have only two classes of fares (full and concession), say special deals on Sundays and get rid of the rest? Oh, and bring down the average price of a ticket from $10.60 (for a daily ticket across two zones) to, say, $6.00?
I can see transport operators going apoplectic as they read this but, then again, I don’t think public transport should ever be privatised. It really isn’t working that well in Singapore, contrary to the propaganda (more on that in another post). And it doesn’t work well anywhere where a company is forced to run services that run the gamut from sardine to deserted, is penalised for bad service, AND has to make a profit on top of that. Something has to give and it’s usually commuter satisfaction.
So, I’d love to see public transport move back to nationalisation. I consider it a basic and critical service that’s provided to citizens and an especially important one in these times of environmental consciousness. Public transport should be affordable for all, simple to understand and strategic in vision, which means thinking beyond the figures of an annual report. But I fear that would take some real thinking and I doubt most government departments are up to it.
Next week: Lest you think I’m blaming the customer for all ills, tune in on Monday for a walk on the other side.