JUTC to Go Fully Cashless Within a Year

The Jamaica Urban Transit Company (JUTC) has been undertaking an aggressive Smart Card promotion as part of its overall thrust to convert the public transportation system to a cashless one within another year.
The Smart Card was launched by the JUTC in 2002 as a cashless system for paying fares and an avenue for providing greater security for both commuters and bus crews.
Speaking with JIS News, Marketing and Sales Manager at the JUTC, Lenworth Simms, explains that “within another 12 months you could see the total system going cashless.and for that to happen, it means everybody who travels on JUTC buses needs to have a Smart Card.”
He notes that as of July 1, the cashless system would be implemented on all the premium buses, which are the large luxury units which ply the out-of-city routes. “This (the premium buses) is where we are focusing first and eventually to go cashless with the express buses and then the regular buses,” Mr. Simms points out.
Endorsing the cashless initiative, Christopher Douglas, a card holder since the inception of the system tells JIS News that it “acts as a safety measure for commuters and bus crews by eliminating the need to handle cash on the bus, thereby reducing the possible risk of individuals being targeted by thieves, particularly if commuters are inclined to wait until they board the bus before searching for and having their fare in hand.”
Additionally, he points out that a cashless system will “enable the management to have direct control over the revenue, by removing responsibility for handling cash from the bus crew.”
“In so doing,” he adds “it will serve to reduce the reported hemorrhaging in the revenue which is said to be hampering the JUTC.”
As it relates to the on-going Smart Card promotion, the Marketing and Sales Manager informs that this began in late January at the Half-Way Tree Transport Centre and was extended to the Spanish Town Lay-By in May. A similar promotion is to be introduced at the Portmore Bus terminus in downtown Kingston.
He informs that the JUTC has been offering additional amounts when customers purchase or top-up their smart cards at these locations.
“We have been rewarding the customers on a daily basis.when they purchase a new Smart Card or top-up on a Monday or Friday, we give them 10 per cent more, every time they buy on a Tuesday, Wednesday, Thursday or Saturday, they get 20 per cent more,” Mr. Simms points out.
The promotion, he adds, is playing several roles. “It is playing an endearment role because we want to reward and recognize the commuters but it also provides an incentive and inducement role to get commuters to buy and to use the card.”
Highlighting the effectiveness of the system, a card holder for two years, Odette Greene notes that “it (the card) provides a safe and reliable alternative to cash especially since it gives me the opportunity to top up for the month and if it is lost I can easily reclaim the card, with the exact amount because of the personalized feature.”
She adds that the idea of a cashless system is “a step in the right direction, noting that the possibilities of the money being stolen will be minimized.”
Records have indicated that currently, 15 per cent of the JUTC fare income is generated from the use of the Smart Cards, up from four per cent in December 2007, before the promotion began. Mr. Simms notes that efforts will be made to bring the figure up to 25 per cent by the end of the fiscal year in March 2009. To date, some 130,000 Smart Cards have been sold by the JUTC.
Pointing to the advantages of the card, Mr. Simms explains that it is not only convenient but provides greater security for commuters. “Having a reliable cashless system will speak to the matter of security and once you have cash in a system, it is attractive for thieves,” he notes. “You want to get people away from paying over cash and using the card,” he adds.
In terms of convenience, another card holder, Judith Hunter points out that she no longer has the hassle of searching for change to pay her fare.
The cards are sold in denominations of $100 and upwards for school children and $200 and above for adults. A maximum of $3,000 can be stored on a card. To participate in the promotional offer however, a minimum of $300 would have to be spent to top up the existing card or to purchase a new one.
The Sales and Marketing Manager notes that plans are being put in place to increase the maximum amount that may be stored on the card.
“We are in the process of reviewing this, especially with the fact that our premium buses are now going cashless, so we figure we need to increase that maximum amount in keeping with what we think would be more reasonable. We need to give commuters more flexibility as some might want to put on the card the amount they spend on a monthly basis, so we want to accommodate that,” he points out.
Smart Cards are available at more than 30 outlets in the Kingston Metropolitan Transport Region (KMTR). “We are also looking at other locations that are in need of this kind of facility,” Mr. Simms says, adding that the plan is to make the cards more accessible to card holders who might want to “top-up at a location that is in proximity to where they live or where they do their business activities.so we are looking at further rationalization of the Smart Card dealership.”
Additionally, Smart Card machines are placed in some high schools and are serviced by the JUTC sales team who do regular top-ups throughout the school year.
To further improve the efficiency of the service, Mr. Simms informs that there are plans to make the Smart Card more functional.
“We are looking at other technological means of allowing commuters to top up. We are exploring the ABM, the possibility of it being a discount card.we are meeting with banks and doing everything that will facilitate the smooth operations of the Smart Card,” he reveals.
“We are taking a comprehensive look at the whole Smart Card issue and treating it like a brand. We want people to feel good in using our system and to recognize the value of what we are offering them,” Mr. Simms says.