SAM enables successful launch of Hertfordshire’s Intalink Connect ticketing scheme
Hertfordshire County Council sought to modernise its paper-based Intalink ticketing scheme by introducing a smart, flexible, and future-proof solution. SAM was engaged to drive this transformation as an established partner, working closely with HCC from initial consultation to successful implementation. By capturing HCC’s specific needs and delivering a tailored solution on schedule, the project demonstrates how innovative technology can elevate public transportation—boosting accessibility, reducing operational inefficiencies, and enhancing passenger experiences across Hertfordshire.
Background
The Intalink Connect Ticketing Scheme is part of Hertfordshire County Council's efforts to enhance public transportation through the Bus Service Improvement Plan (BSIP). Hertfordshire was one of the first local authorities to establish an Enhanced Partnership with bus operators, securing £29.7 million in funding to improve bus services.
Objectives
HCC identified two primary objectives for this project:
1. Expand the Intalink scheme by increasing the number of travel zones, offering passengers more flexibility when selecting the most suitable ticket. Previously, customers could choose tickets tied to specific population centres or opt for a pass covering the entire county. The expansion aimed to provide more tailored options for commuters and leisure travellers and introduce more flexible ticket types.
2. Upgrade the scheme with smart ticketing capabilities, enhancing the retail process and customer experience. HCC aimed to boost sales and improve convenience by introducing online and app-based retail to reduce friction when purchasing or using tickets. A vital component of this upgrade was ensuring seamless integration with HCC’s existing ITSO-based SaverCard, enabling cardholders to validate their entitlement to discounted fares easily.
Goals were:
· Improve public transport accessibility.
· Offer flexible ticketing options tailored to diverse customer needs.
· Foster collaboration between bus operators for multi-operator ticket acceptance.
· Support the objectives of the Bus Service Improvement Plan (BSIP) by offering discounts and promoting public transport usage.
Challenges
At the initial scoping stage, SAM identified several critical challenges that needed to be addressed to meet HCC's objectives. These challenges spanned technical, operational, and user-focused considerations. SAM worked closely with HCC throughout the project's development to address them, ensuring each challenge was managed effectively. Key challenges included:
1. Designing a system for diverse travel needs across 14 zones: Expanding the Intalink scheme from its original structure to 14 zones required a highly flexible and scalable system. SAM developed a solution that seamlessly integrated the new zones while keeping fare structures intuitive and accessible, ensuring passengers could easily navigate the new system and choose the most appropriate travel options.
2. The need to configure such a high volume of ticket variants in ETMs: required SAM to work with ETM supplier Ticketer to develop a new import process to support the setup and configuration of multiple ticket types.
3. Integrating the ticketing system with multiple operators: As a multi-operator scheme, the project involved various transport providers with different technical capabilities. By collaborating closely with each operator, SAM provided tailored support to each, ensuring the scheme was fully interoperable from the start.
4. Ensuring a smooth launch with minimal disruption: a phased deployment strategy minimised disruptions during the system transition. SAM and HCC conducted thorough pre-launch testing, provided comprehensive staff training, and communicated clearly with passengers, ensuring a smooth rollout.
5. Creating a future-proof system: HCC needed a system that could adapt to technological advancements. SAM designed a flexible and scalable platform to integrate emerging ticketing solutions, such as Account-Based Ticketing (ABT) and contactless payments, ensuring the scheme can adapt to the future ticketing landscape.
By directly addressing these challenges, SAM delivered a robust and adaptable solution that met HCC's immediate goals and positioned the council's ticketing system for future growth.
The Solution
SAM’s expertise in smart ticketing technology and its flexible Managed Service software options were central to the successful upgrade of the Intalink scheme. Key components of the solution included Technology Recommendation - based on workshops with HCC, SAM identified the most suitable technical solutions, including:
· ITSO-based tickets delivered via SAM’s Managed Service CMS and Web Retail Portal.
· A Stored Value Product integrated with SAM’s sQuid Managed Service for enhanced passenger payment flexibility.
· Mobile Ticketing via SAM’s QR App Managed Service, integrated with SaverCard back-office and real-time systems to provide journey planning and virtual departure boards.
· Technical Document Authoring and Management: SAM designed the high-level encoding strategy during the project's initial scoping and, as the project moved into the implementation phase, authored a comprehensive product catalogue with QR and ITSO versions and encoding specifications, which SAM will manage as the scheme develops in the future.
· Operator Support: SAM supported small—to medium-sized bus operators through the ETM Management Service and offered ad hoc advice to larger operators.
· Comprehensive Testing: SAM undertook rigorous testing to ensure seamless integration without disrupting existing services and provided technical support to operators as required.
· Ongoing Customer Technical Support: SAM provided dedicated telephone and email support to help users navigate the new system and quickly resolve any issues via our Customer Support Managed Service.
Implementation process
The successful rollout of the Intalink Connect scheme followed a phased implementation, ensuring smooth integration and minimal disruption.
1. Design Phase: SAM collaborated with Hertfordshire County Council (HCC) to define the project goals and ticketing structure. SAM identified HCC’s needs through workshops and consultations and tailored a flexible, scalable solution.
2. Integration Phase: SAM led the integration of multiple systems, both provided as part of the SAM Managed Service, pre-existing HCC systems and third-party suppliers, ensuring seamless interoperability between various technologies.
3. Testing Phase: Extensive end-to-end testing was conducted to ensure the system worked seamlessly. Operator trials and simulated passenger journeys ensured the new ticketing methods were intuitive, functional, and reliable across all zones, ticket types and operators.
4. Launch: The launch was split into two distinct phases. The first phase rolled out QR mobile tickets using the existing product structure. The second and more substantial phase included upgrading the App to support the new zones and introducing ITSO Smartcards and sQuid Travel Purse with associated online retail.
This phased approach allowed SAM to deliver a robust, future-proof ticketing system for HCC, ensuring a smooth transition and long-term scalability.
Lessons Learned
· Collaboration is Essential: Collaboration between local authorities, transport operators, and technology providers was essential to delivering projects of this type.
· Leveraging Existing Technology: Using HCC's existing infrastructure reduced costs, implementation time, and resource duplication.
· Testing is Crucial: Comprehensive pre-launch testing ensured a smooth transition. For this project, significant staff time was invested in on-site testing with operators to ensure the system functioned as expected.
· Adaptability: A flexible, future-proof solution is critical for accommodating evolving ticketing technologies. SAM’s technology agonistic approach to service delivery ensured that we picked the best combinations of supplies and products to meet HCC’s requirements.
Future Steps and Recommendations
· Refine the Intalink Connect scheme based on passenger feedback.
· Expand capabilities to include contactless payments & future technologies such as Account Based Ticketing (ABT)
· Explore integration with other transport modes, such as rail services.
· Recommendations for Other Local Authorities:
· Build strong partnerships with technology providers and operators.
· Ensure thorough testing and phased rollouts to guarantee a smooth transition.
· Prioritize passenger requirements and experience by offering a range of flexible, affordable ticketing options.
Conclusion
The successful launch of the Intalink Connect Ticketing Scheme represents a transformative step forward in Hertfordshire’s public transport system. Through close collaboration between Hertfordshire County Council and SAM, the project has delivered a modern, accessible, and flexible ticketing solution that meets the evolving needs of passengers. By integrating smart technology, enhancing fare options, and improving operational efficiency, the scheme has set a new standard for public transport ticketing. The phased approach and comprehensive testing ensured minimal disruption, while future-proofing elements like contactless payments and Account-Based Ticketing (ABT) paved the way for long-term innovation. This initiative is a powerful example for other local authorities looking to enhance public transport services through strategic partnerships and cutting-edge technology.