Image Credit: stieberszabolcs/BigStockPhoto.com
In the age of instantaneous digital exchange, where data streams in and out in the blink of an eye, the modern traveler on the iron rails expects more than just scenic views passing by their window seat. Just as the steam engine revolutionized mobility, today's railroad innovation lies in a mobile access router that molds passenger rail travel into a connected digital experience.
Providing high-speed connectivity and consistent Wi-Fi in a fast-moving vehicle is easier said than done. Scaling the network to match a fluctuating number of passengers and their myriad devices is a challenging task, often leading to a patchy connection. Similarly, high-density environments and peak load times, particularly during rush hours, can make services slow or completely inaccessible, especially across bandwidth-hungry applications.
One global company, Icomera, is transforming rail operations in multiple countries with a unique approach: The Connected Journey. This concept involves the intricate design, installation, and real-time monitoring of integrated systems to deliver seamless rail travel experiences.
Productive and entertained commutes
The notion that work happens exclusively between the confines of cubicles is archaic. A recent report found that when it comes to how Wi-Fi is used, one third (32%) of travelers are using train Wi-Fi for work, solidifying its status as a longstanding norm.
Today, professionals yearn for the flexibility to shift their office to the rhythm of train wheels - as dependable connectivity blurs the line between the boardroom and the carriage. A train paired with a solid Wi-Fi signal equips commuters with everything necessary to host video conferences or collaborate in cloud documents. And beyond the solitary workaholic, there is a keen appreciation for the social creature aboard. Reliable onboard Wi-Fi serves as a portal to entertainment with hours of media content - enough to mollify the tedium of lengthy commutes and unexpected delays. Armed with the right information and entertained at length, a commute will meld effortlessly into the rest of their day.
Data-driven experiences
More than a mere convenience, the passenger’s onboard Wi-Fi session is a treasure trove for data-driven insights. As passengers plug into the web, rail companies are afforded a unique opportunity to glean vital information. From travel patterns to consumption preferences, this data can fuel targeted marketing strategies that resonate with customer desires. This data-centric approach hones in on what truly drives passenger satisfaction.
And then there is the unseen benefit for rail companies - the untapped revenue within data clouds. Passengers are not mere commuters; they are consumers, and where there's consumption, there's potential for monetization. Offering Wi-Fi is not just about satisfying customers; it is about smart entrepreneurship. The right connectivity partner could open doors to advertising platforms, premium services, and data analytics to monetize their Internet offerings. High quality connectivity, therefore, is not just an amenity - it is also a strategic asset that can generate new revenue streams.
Sentiment-driven decisions
Surprisingly, passengers today are asked to complete feedback forms via email after their journeys. However, these have limitations - often lacking specificity about the trip or vehicle in question and leaving a significant delay between problem identification and resolution. Regular passengers might feel their concerns were lost in a bureaucratic void, growing frustrated with the slow pace of responsiveness to their feedback.
In a transformational shift, today’s passengers are empowered to offer their insights in the moment, right from their smart devices while still aboard the bus or train. In-portal user interfaces have pushed the envelope even further by conducting real-time feedback surveys and sophisticated sentiment analysis. This instantaneous data not only tracks general satisfaction or grievances but also dives deeper - into the nuances of passenger sentiment - aiding operators to shape more personalized and agreeable experiences.
Onboard ecosystems
VIA Rail, Canada’s national rail service, uses an onboard network that aggregates data from a multitude of sources including train schedules and tracking platforms, keeping passengers connected and informed at all times via an onboard digital interface. The Ontario Northland Polar Bear Express will soon leverage SureWAN™ to deliver a consistent experience - passenger Wi-Fi and onboard entertainment, using cellular and satellite networks, bringing connectivity to the area’s most remote communities. After a much-needed upgrade, the Vy Bergen Line in Norway that runs over the highlands between the two largest cities, Oslo and Bergen maximizes the available cellular coverage and aggregates the available capacity for a more reliable Wi-Fi experience. More recently, Florida’s SunRail has begun designing a truly ‘Digital Train’, leveraging one router to provide mobile connectivity to multiple onboard systems. A first of its kind, the investment combines Wi-Fi, APC, and plans for Fare collection integration, leading to a reduced complexity and cost of onboard infrastructure.
The era of trains as just steel carriages lugging cargo and people has passed. Railways are vessels for the digital traveler, the binge-watcher, the security-conscious operator, and yes - the crafty businessperson. They are ecosystems where connectivity is both the heartbeat and the currency. As we glance back, we realize the future calls for something beyond mere tracks, ties, and schedules. It calls for an experience that will undoubtedly define the evolution of rail travel.
