Search title image

TRANSACTIONS NEWSLETTER ONLINE
May/June 1999: TransLink®

TransLink® Q & A

Over the last four years, TransLink® point man Russell Driver has immersed himself in smart-card technology, criss-crossing the country to attend conferences and take a first-hand look at budding smart-card systems in other cities. The 30-year-old Stanford grad (with a master's in urban planning from the University of California at Los Angeles) oversaw the complex and lengthy bidding process to secure the TransLink® vendors, and now will manage MTC's multimillion-dollar contract to bring the card to market. In this interview, Driver delves into some of the finer points of the smart-card program.

Q Why did the region opt for smart cards?

A Not only are smart cards more secure than, say, magnetic stripe tickets, they also don't wear out, and they can hold up to 30 times more data than the conventional magnetic stripe technology. It's a more robust technology all around. It also presents options for forming partnerships with the private sector.

Q TransLink® is being billed as a "contactless" smart card. What does that mean?

A In reality, TransLink® is two cards in one -- a contactless card when it comes to being read by a fare machine, and a contact card that requires insertion when it is being loaded with value. Contactless cards can be read when they are waved within five to six inches of a reader on a bus or at a faregate. The transaction happens in a fraction of a second, which can mean faster passenger boardings. At the same time, by requiring contact for loading value, you get an extra measure of security. Also, the contact feature makes it more compatible with what's going on with smart cards in the private sector.

Q Will TransLink® replace the various tickets and passes that are out there today?

A The idea of the program is certainly that if we move into full implementation, the Munis and AC Transits of the world would want to phase out their current paper tickets and passes. In all cases, one-time riders will still be able to pay their fare with cash.

Q On what basis are routes being selected for the demonstration?

A We looked for high-volume routes and stations with good connections to adjoining operators. In all, card readers will be installed in 178 buses, 75 train stations and platforms and four ferry docks. They will be in all Muni Metro stations in downtown San Francisco, and the entire N Judah line; BART stations in downtown San Francisco and Oakland, El Cerrito del Norte and Fremont; all Golden Gate Transit ferry docks; and nine Caltrain stations. We also will install the fare readers on the entire light-rail system operated by the Valley Transportation Authority (VTA) in Santa Clara County, and four VTA bus routes.

Q Why has the United States lagged behind other parts of the world in embracing smart cards?

A Ironically, it's largely because our telecommunications infrastructure is so advanced. Until recently, smart-card technology has made a lot more business sense in Europe and Asia, where phone service is considerably more expensive than here, and merchants, utilities and government agencies have looked for "offline" ways of authorizing transactions and verifying eligibility for various programs. In terms of transit use, we're not that far behind -- the shift to smart cards for that realm is fairly new in general around the world.

Q How will riders know their fare balance at any given moment?

A In most cases, the fare balance will be flashed when the card is passed near a reader, along with the transaction amount. The "add-value" machines also will display the fare balance. In addition, you'll be able to dial an 800 number or use the Internet to keep track of your balance. Other markets have provided users with miniature card readers on a key chain, so we'll probably offer those too.

Q How would partnering with retailers, banks and the like bring down the cost of the TransLink® program?

A The more participants you have, the more entities you have dividing up the cost of making the card and putting it in consumers' hands -- which can run anywhere from $1 to $6 a card. Also, the more transactions going through the system, be it for transit fares, parking meters or some other commodity or service, the less we pay per transaction. Ultimately, we also may be able to make money by selling advertising space on the card to outside partners.

-- Marjorie Blackwell & Brenda Kahn

Contents