Storstockholms Lokaltrafik introduces sms-tickets

The company behind public transport in Stockholm provides the customers with the possibility of buying bus, train and metro tickets by using their mobile phone. 20,000 customers use the initiative every day and the number is increasing. The new system is not only a benefit for the SL customers. It is also an advantage for the environment.

In October 2008, Storstockholms Lokaltrafik (SL) introduced a new sms ticket system which offers the customers to pay for their ticket on their mobile subscription by sending a sms. The system is developed by Unwire and 700,000 customers daily have the possibility of using the new initiative. 20,000 use the new electronic ticket every day and the number is increasing.

Environmentally friendly transport

The advantages of the new system do not apply only to customer service. For the environment, this is also an advantage, Jan Truedson responsible for business development in SL’s marketing department explains:

”The system has definitely improved our customer service. If you have a mobile phone, you can always use our means of transportation. The initiative is also good for the environment because every year we save equivalent to a small forest – simple because we avoid printing the many sms tickets on paper. And a small Swedish forest is the same as a large Danish forest”, Jan Truedson says.

Unwire takes on the task

As a matter of fact, Unwire’s sms solution is not the first solution Stockholm has had on public transport. SL sold the first sms ticket in February 2007 and another company delivered the system to SL then. SL however quickly chose to pass the task on to Unwire who apart from programming the system from the beginning also was asked to improve customer service and sales monitoring as compared to the previous system. The system can do both debit and credit on the mobile subscription of the customer and the surveillance of sales has been improved. All of these improvements have made administration easier: ”The project has succeeded completely. Unwire has developed the system from scratch, assisted by our description of how we wanted everything to look and we have had all the functions we asked for. Especially administration and customer service have been improved as compared to the previous system. Furthermore, the system is compatible with all the phones of our customers”, Jan Truedson says.

SEK 20 million yearly

SLs new initiative sells for about SEK 20 million yearly but as compared to SLs total turnover of SEK 4.5 billion, the new method of payment is still an upcoming alternative to the ordinary ticket. The regular customers are often monthly subscribers and the sms ticket is in particular popular with the customers who do not use the train on a daily basis.

Ticket control

But tell me, can’t everybody just write their own sms tickets once they have bought the first one? The answer is NO.
When the customer has asked for a sms ticket, he or she receives subsequently a sms ticket which holds a unique code which can always be verified by the ticket collector.

Cooperation and delivery

SL does not lack enthusiasm. Unwire’s solution has been delivered on time and the system works faultless and unimpeachable: ”Unwire has delivered a product very quickly. We signed the contract in the end of June 2008 and already in the beginning of October 2008 did the system work perfectly. Everything has been running smoothly and the cooperation has been a very pleasant experience. We are very satisfied with the result” Jan Truedson says.