Arriva Trains Case Study

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Free Station WiFi

In a connected world, travelling can be a frustrating experience. No one likes playing hunt the hotspot, whether they need to check a vital business e-mail or simply find directions to their destination. Travellers are increasingly expecting connectivity at all stages of their journey. Arriva Trains is now able to offer free station WiFi at Cardiff Central, giving travellers a chance to get online for free with no fuss or hassle.

Goal – Free WiFi for Passengers

Train travel has changed since the days of freezing cold waiting rooms, stale sausage rolls and luke warm tea. Stations now boast high street shops and comfy cafes. Travellers expect WiFi connection at every stage of their journey. Arriva Trains wanted to further improve what Cardiff Station offered by installing a free WiFi service so that travellers could easily check e-mails, catch up with friends and family on social media or simply look up travel information.

With a wealth of experience in creating public WiFi networks, as well as an understanding of working in architecturally sensitive buildings, WiFi SPARK was the logical choice for this project. WiFi SPARK created an Arriva branded User Experience Portal (UEP) providing direct customer access, along with a filter to ensure the system was not used to access inappropriate content. The UEP is configured to react to whichever device the user has, making the process simple to navigate. It also remembers the customer and logs them in automatically the next time they visit.

Solution – SPARK® Gateway

The first part of the project was to fit a strategic number of high quality Cisco brand access points across all of the station‘s public areas, including shops, waiting rooms and coffee shops. With this done, the SPARK® Gateway was installed on the network, to manage traffic and direct it to the Arriva Trains branded customer portal (UEP). The portal displays a simple registration form, which just requires a few details from the customer. It also has useful information for travellers, telling them about station facilities, train timetables and providing a link to the ticket booking service. As Cardiff Central is a gateway station to Wales, the portal is bi-lingual.

The SPARK® Gateway provides extensive reporting and analysis for Arriva Trains, as well as a marketing API feed, which sends data in real time to their Customer Relationship Management (CRM) system. Arriva exclusively own any data gathered by the system; it does not belong to WiFi SPARK or any other third party. This data can then be used by Arriva to enhance their marketing and promotional activities.

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WiFi for the Rail Industry

Exceptional WiFi Has Arrived. Keep your passengers connected and supercharge your business intelligence. WiFi SPARK has been providing WiFi services since 2003 and has fast become one of the leading suppliers of WiFi for the Rail industry. Currently working with 4 Train Operating Companies (TOC) in 2 Train Operating Groups, WiFi SPARK was the first to enable a TOC to provide a continuously connected passenger journey from station to train and train to station in the UK. A true WiFi innovater, WiFi SPARK offers more than just WiFi, collaborating with partners to provide the platform for digital services, information, and passenger engagement. Next generation WiFi – Innovation delivered. [gallery ids="19368,19372,19367"]

Continuously Connected Passenger Journey

Customers expect internet connectivity when they are mobile - it is considered the fourth utility and is a modern requirement for any public space where large volumes of people are congregating. With people living further from their work and commuting times getting longer, passengers are increasingly looking to use their time when travelling productively, to work, or be in touch with family and friends Digital connectivity on Rail has been historically difficult to achieve, and passengers have been required to sign in multiple times to different systems which can be time consuming for them and frustrating. WiFi SPARK has developed an innovative product, specifically for the passenger transportation industry, to enable Train (and Bus) Operating Companies to deliver continuous connectivity to their passengers, from station to train and train to station. Passengers can sign on once and then will be connected to the internet from the beginning of their journey to the end, without having to log in multiple times. It’s free passenger WiFi, meaning they don’t have to use their own data and incur costs. With single sign-on WiFi, when a passenger has logged in once, the innovative technology will recognise their device and allow them back online automatically for a set period of time whenever they return to the station, day after day, with a personalised ‘Welcome Back’ message. When the term of free WiFi is finished, the passenger will be required to complete the single log in again for another period of seamless connectivity.

Passenger Analytics for Rail

Data is collected and posted to the company’s CRM to enable better passenger engagement and drive Return on Investment (ROI). The TOC will have access to SPARK® Analytics to login and view graphs and reports detailing anonymous user data and network information, in line with GDPR. The TOCs can enrich the data to get further customer socio demographic insight, to understand passengers’ journey analytics, behaviours, and trends. SPARK® provides numerous opportunities to use the passenger analytics for rail to develop tailored engagement with passengers to upsell tickets, generate revenue from advertising, and sponsorship. The platform has an API which allows for integration with other freely available data sources, creating an ecosystem of data in one central resource. Any data collected is the property of the TOC, WiFi SPARK does not use or sell this data.

Passenger WiFi on Trains and Stations

Mobile Data Offload for seamless passenger WiFi on Trains and Stations As the train approaches the station, the on-board train WiFi connectivity is offloaded onto the station WiFi, ensuring that passengers have the best connection available and so that train systems and infotainment can be updated. This is a cost saving for the TOC as it makes use of the more cost-effective station connectivity compared to cellular.

Exceptional Support 24/7

As with all WiFi SPARK Managed solutions, 24 x 7 x 365 helpdesk is provided. The purpose of the helpdesk is to provide support to users who are accessing, or trying to access the on-site WiFi service.

Safe, Secure, and Compliant

WiFi SPARK has many accreditations, including ISO9001, Cyber Essentials, SSIP Worksafe contractor, CHAS, RISQS, Achilles Supply Line and more. The company is legally compliant with the Data Protection Act, RIPA and all new GDPR legislation set to be enforced in May 2018. WiFi SPARK deals with the authorities on behalf of its customers, giving complete protection and peace of mind. WiFi SPARK is also an approved Friendly WiFi provider. Friendly WiFi is a government-initiated safe certification standard for public WiFi. The Friendly WiFi symbol tells you where the service meets minimum filtering standards – particularly in areas where children are present. WiFi SPARK is proud to be a certified Friendly WiFi provider, meeting the industry standards for filtering, blocking access to sites containing inappropriate content. Working with WiFi SPARK means that your solution will be Friendly WiFi certified. This service is included as part of the WiFi SPARK managed service. WiFi SPARK is the WiFi innovator in Transport, get in touch with us to hear about how we can keep your passengers connected and supercharge your business intelligence." ["post_title"]=> string(10) "WiFi SPARK" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(6) "closed" ["ping_status"]=> string(6) "closed" ["post_password"]=> string(0) "" ["post_name"]=> string(48) "wifi-spark-passenger-wifi-on-trains-and-stations" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-10-25 15:49:42" ["post_modified_gmt"]=> string(19) "2019-10-25 14:49:42" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(60) "" ["menu_order"]=> int(34) ["post_type"]=> string(9) "suppliers" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }