The Southwest Ohio Regional Transit Authority (SORTA) serves riders in the Cincinnati region through its Metro fleet of over 410 buses, and the Cincinnati Bell Connector, the recently- launched downtown streetcar system it manages on behalf of the City of Cincinnati. SORTA was in need of a single platform ticketing solution for its Metro and Cincinnati Bell Connector operations. A growing millennial population in the city drove SORTA to meet transit users where they are – on their smartphones.
With Passport’s comprehensive mobile ticketing solution, SORTA was able to leverage state-of-the-art technology to serve its customers’ annual 15 million bus and 730,000+ streetcar trips. It was imperative to implement a seamless multi-modal technology that could easily be used across the regional bus lines and the newly-launched streetcars in downtown Cincinnati. Passport helped SORTA create its branded Cincy EZRide mobile application to serve riders across the city.
“Our customers want convenience and flexibility in how and when they purchase fare. The mobile ticketing app will alleviate the need to carry cash or visit a ticket vending machine, which will make using public transportation even more attractive and seamless and is just one more way we are working to reinvent our service.” — Dwight A. Ferrell, CEO, SORTA
Ease of Use
The app is simple and convenient to use for riders. They are able to plan their trips, and purchase fares over their mobile devices for instant use.
Security was a priority for SORTA, and with Passport’s PCI security standards, there have been no credit card disputes or security breaches since launch.
The Passport team was able to implement the mobile ticketing solution in less than three months. A dedicated implementation team at Passport meant that the launch of mobile ticketing was organized and met SORTA’s timeline while also maintaining high quality control standards.
Reliability & Business Continuity
When the Cincinnati streetcar launched in September 2016, SORTA encountered issues with its ticket vending machines. The agency was able to promote the Passport mobile ticketing app to buy and activate tickets, ensuring there was no revenue interruption.
Real Time Data
Passport’s back office management portal enables SORTA administrators to conduct real-time reporting and analysis, and to extract data-driven insights for its operations. Administrators can monitor revenue, identify top-selling passes, troubleshoot customer issues, and measure customer feedback through a single platform. They can also gift tickets and use push notifications to communicate with their customers, enhancing the customer experience.