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Digital strategy : The railway wants to raise its data treasure

The Deutsche Bahn AG wants to offer a new digital strategy to your customers soon, all of the mobility services from a single source. Also offers from network partners such as Lufthansa and Deutsche Telekom are to be integrated. Until July 2019 and approximately 17 million registered DB-customers will get a new Central online access via a "track ID". The project is part of the 200-page "Agenda for a better railway," presented by DB boss, Richard Lutz to the Supervisory Board of the state group. The strategy marked the documents as "strictly confidential" and are of our editorial excerpts.

With the new train ID to develop "a Central point of access to all our services, we have later in the cross-industry Verimi-network", - stated in the chief - Agenda for passenger transport on the Rail. With the new platform, Vendo, the group wants to develop "new potentials in the digital distribution". With Vendo the "outdated system architecture" of the group will be replaced by modular platforms, and emphasises the DB-to-peak. The new System is five Times more efficient than the old one. In order to introduce new offerings faster and more flexible, and "a new level of quality in customer experience".

So train to get the customer on the Smartphone in the future, faster information about Alternatives for missed trains or cars etc. It should also give drive-time forecasts and fast booking of DB and composite tickets should be possible. Also the Service for the railway Bonus and the convenience of Check-optimized.

The group wanted to confirm on request the information from the strategy paper neither nor deny. A DB spokesman said on request, you are not going to comment on the internal documents.

The DB intends to implement the new sales strategy, according to information from our editorial staff as quickly as possible. The digitization will change the mobility industry, - stated in the Agenda. Also the business model needs to adapt faster than ever before in the 183 year history of the Deutsche Bahn.

The state group, with its digital Offerings. The DB Navigator, with nearly nine million users per month one of the most used travel Apps. Almost every third person buys the boss Agenda, at least once in a year a Ticket with the mobile phone. In March 2018, nearly two-million mobile phone Tickets, an increase of 63 percent year-on-year and a new record.

vending machine sales of ICE-Tickets should be abandoned

in Total, are booked according to the documents, more than 70 percent of all DB long-distance transport tickets online using a Smartphone or via the Portal bahn.de . Therefore, it is, as reported, is also part of the boss Agenda, its own vending machine selling ICE-Tickets to 2023. In regional traffic, however, the machines remain the same.

The digital Offensive had already started Ex-rail chief Rüdiger Grube with numerous projects. The DB AG has one of the largest Data resources in Germany. More than 140 million people each year take advantage of the long-distance trains, more than three billion to the regional services of the group. Around 17 million DB customers are registered with accounts digital.

All of the stresses, these customers should now be given in 2019, a "fast, smooth access to all the Services" of the group with a "consistent User Experience", as in the Agenda of the DB management Board. The Central point of access by rail-the ID of the customer to the DB Navigator and bahn.de but also on rail Bonus, the can have mobile access network, the track agents, as well as the DB-owner Flinkster (car) and Call A Bike (bikes). New DB-mobility offers such as Ioki, Mobimeo and Smart Shuttle are included.

in Addition, railway to customers until December 2019 on the Central DB platform and a uniform interface also provides access to "mobility, communication and other services" of other companies. Until then, rail will be integrated ID expected to be in the cross-industry network Verimi, - stated in the Agenda of the Executive Board.

railway could be called a flight tickets convey

As an example of partners in Verimi-network will be in the documents, the German Lufthansa, Allianz, Deutsche Telekom and Axel Springer ("image", "world"). This could be taught in the foreseeable future, the booking of flight tickets via the new digital platform of the DB AG. The objective is to reach the partners and shareholders of Verimi many potential customers.

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group relies entirely on digital tickets, the railway wants to remote reduce ticket sales at the vending machines more

Thomas the French component

"By the network effect, we strengthen the train-ID at the same time, data sovereignty", is emphasized in the Agenda explicitly. In the Supervisory Board, this network could cause plans, however, concerns. Because dealing with millions of customer and account data is more important than ever as a highly sensitive topic. Shortly before Christmas it became known that Criminals gained with hacked e-mail accounts access to track customer accounts and Tickets with a value of up to 11000 euros bays, which were then made tricky in case of cancellation, and digital coupons to make money. The Federal police are investigating. According to the DB, clients have been reimbursed for the damage and new security measures introduced. The fraud by ergaunerte vouchers not more was now possible.

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