RYDE, Inc.
Final Report
A project by RYDE, Inc. that had been conducted on the Tokyo Sakura Tram (Toden Arakawa Line) since December 2023 was completed in March 2024.
With the aim of “digital transformation in the transportation business,” RYDE, Inc. has used its mobility service, RYDE PASS to test digital tickets for the Tokyo Sakura Tram. Digital tickets not only enable customers to purchase tickets cashless anytime and anywhere but also improve the workload of local operations and are able to distribute digital coupons for events and stores along the tram line in conjunction with digital tickets. This not only creates excitement along the tram line but also measures the effectiveness of marketing measures aimed at cultivating new and repeat customers.
Outline of Initiatives
- It is difficult to capture when, where, by whom, and how trains are used, as well as the economic impact along the line and customer satisfaction.
- Shifting from paper tickets to mobility services raises field-operations concerns and burdens.
- Tokyo Sakura Tram initiatives are siloed and operate independently.
- Purchases are made by informing the onboard crew and buying on the spot.
- Operators can easily visualize when, where, by whom, and how the service is used, as well as the economic impact along the line and customer satisfaction.
- The shift from paper tickets to mobility services would pose no issues—in fact, it would make operations easier.
- Tokyo Sakura Tram initiatives can be linked with local events and facilities.
- Tickets can be purchased anytime, anywhere via smartphone.
As a result of the project, a total of approximately 1,000 tickets were purchased by approximately 700 customers in their teens to 70s nationwide, mainly in northern Tokyo and neighboring cities and towns.
In addition, there were no problems at the time of purchase or while riding, and the customer satisfaction rate exceeded 90% (user reviews averaged 4.64 out of 5). In addition, to support this fact, there were many repeat customers even though the project was only for a short period of time.
In addition, it is now possible to easily understand the attributes and usage patterns of customers, which was difficult with the conventional ticket sales method.
Summary of Results of Demonstration Experiments in Fiscal 2023
- Number of Customers: Approx. 700, Number of Copies Sold: Approx. 1,000
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Favorable usage
・ Customers in their teens and 70s nationwide, mainly in northern Tokyo and neighboring cities and towns
・ There were no problems on site, customer satisfaction was over 90% (average score of 4.64 out of 5), less than 30% of customers used the service for the first time or after several years, and there were many repeat customers. -
Data visualization and utilization
・ Quantitatively visualizes customer attributes, usage trends, customer journeys, excursion effects, and economic effects. User reviews and questionnaires are also used to collect both quantitative and qualitative information on specific requests for future initiatives.
For example, in the Candidate Support Campaign conducted in collaboration with the Tokyo Metropolitan Government Bureau of Sewerage, we were able to understand the attributes of customers who participated in the campaign and the channels through which they were recognized. In addition, a heat map created from location data showed an increase in the number of visitors to the Minowa-Ekibashi bus stop area, which was where the gifts were given to participants, and that the visitors traveled to various places along the railway line. We were able to grasp the effects of the tour and were able to provide suggestions for more effective measures in the future.
Heat Map During the College Examinee Support Campaign
As a result of the verification, the introduction of RYDE PASS not only improved the convenience of existing customers but also led to the development of new customers. In addition, by utilizing the data that can only be obtained from digital tickets, we expect to implement new cooperation measures with local governments and related transportation businesses, as well as new marketing communications for customers.
In the future, we will use the results of the verification of the effects of this project to promote introduction through public procurement.
