Advantage Smartcard Project

Outline The RBWM Smartcard Philosophy The Vision The Pilot Why? Who? When? How? Business Case Outcomes! Summary

Our philosophy Know where it fits in our IS Strategy Maximise the customer experience Enhance sales and marketing information Build on the existing Advantage brand Trial the introduction of a smart card combining Leisure, Library and Car Parks Introduce Smart Cards to all Council issued cards by 2007 – if substantiated by the Business Case

The vision Leisure Bus passes School meals Libraries Arts centres Access control Taxi tokensStaff pass Windsor Castle Car Parks

Pilot – Windsor spring 2004 Leisure Libraries Arts centres Car Parks Middle Ware

Why?

Existing single application card products –leisure, library, car parks Customer expectations –locally issued, quick turn around Card base/usage –Capture of data in all transactions, (Flash & Go) Successful Advantage brand –Regular magazine, Special Offers, 100+ co-promoters

The customer benefits for a multi application card Long Term Added Value One card for multiple services Tailored communication Greater social inclusion Faster, easier access

The service benefits from a multi application card Lower Overall Unit Costs at full Roll Out Less scope for fraud Single card issuing and operation Richer customer data Marketing & communication tools

Who?

The pilot area Windsor Leisure Centre Users All Parking throughout Maidenhead & Windsor Windsor Main Library Users Pilot New users

Selecting the cardholders In GladstoneIn Dynix Frequent users of Windsor Leisure Centre Residents in Windsor Frequent users of Windsor main Library Car park Users Frequent Advantage card users Additional criteria if insufficient generated Matched cardholder set

When?

Time plan Smart Card Project Consultation Research and development Plan pilot Technical Solution Software Configuration Hardware installation Test Pilot - Windsor Select cardholders Marketing Go-live – Leisure, Parking, Libraries Evaluation Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3 Roll-out other services based on business case Benefits Education Legoland E-purse School meals -Loyalty Transport Access control

How?

The partners

Technical architecture

Card Issuing Set up

Local card production (Issuing a one off card whilst the customer waits)

Citizen Data Process

Using a card in the Leisure Centre

Using a card in the Library

Using a card in the Car Park

Using a card in the Arts Centres Advantage CardPC Application 1:Read 3:Validate&store Barcode Card 9:Scan 10:Store POST App 2:Send 4:Text to Display 6:Request Details 7:Text to Display 11:Text to Display 12:Display Text 8: 5:

Transaction Process

Data Flow process - Summary

Business Case

Case 1 The Citizen Card A natural progression building directly on the popularity and value of the current Advantage card. Offers fastest potential for take up and returns. Includes provision for non-resident workers. Meets ODPM Required Outcomes (leisure and libraries) ** Case 2 The Visitor Card (*) Secondary natural progression from “blue” Advantage Card. Designed to attract leisure/shopping visitors to the Borough and includes option for Tourists (see note below). Allows level of “resource management” Meets ODPM Required Outcomes (leisure and libraries) ** Case 3 The School Card Offers social inclusion, administrative, convenience and security benefits. Experience elsewhere demonstrates success Case 4 The Staff Card Offers significant potential administrative costs savings and increased security benefits. Can provide employee benefits for staff retention Case 5 The Care Card Offers significant administrative and security benefits for carers, borough admin staff and recipients of care

Business Case - Stake Holder Map

Citizen Card – Business Case Dynamics

Schools - Business Case Dynamics

Visitor/Tourist Card – Business Case Dynamics

Care Card – Business Case Dynamics

Outcomes

Existing card products - leisure, library, car parks The multi- application JCOP30 smartcard 100% functionality in pilot areas Customer Expectations - locally issued, quick turn around Locally processed and issued  Turn around time has increased from previous 2 minute average to 5 minutes.  Customer and Staff impacts

Outcomes Card base/usage - Capture of data in all transactions, (Flash & Go) Achieved in all base systems  95% achieved in integrated pilot system Business Case –Justification for wider roll out Comprehensive Business Case produced  Investment path unjustified within current priorities  Longer Term case stands up, unified outcomes

Outcomes Integrated Systems Middleware solution creates single view of citizen Business Rules are established for modified processes Complex integration project benefited from conference call solution sessions. Lessons learnt being applied across next phase of integration projects using Multiview software solution.

In summary

Achievements Met the objectives of the pilot programme Spent time strategic planning Integrated Middleware solution Business Case to justify next steps ………….the Smartcard remains a tool in integrating services through the customer ID.

From here… Leisure Libraries Arts centres Car Parks Middle Ware

… to here Leisure Bus passes School meals Libraries Arts centres Access control Taxi tokensStaff pass Windsor Castle Car Parks

Thank you!