Taxi Data Systems - DOC - DOC by xns10596


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									(Slide 1 – Title Slide)
Online Conference on Accessible Transportation
Hosted by Easter Seals Project ACTION in Partnership with the American Public
Transportation Association and the Community Transportation Association of America

(Slide 2 – Title Slide)
San Francisco Paratransit Taxi Debit Card
Annette Williams
Manager, Accessible Services Program
San Francisco Municipal Transportation Agency
August 4, 2009
*Graphic of SFMTA Logo

(Slide 3)
SFMTA: Context
• Eighth largest transit system in United States,
by ridership
• Service Area:
49 square miles
• Service Area Population:
800,000 residents
• 750,000 weekday fixed route boardings, approx. 150,000 seniors/people with
• 15,000 registered Paratransit riders (9000 active taxi customers)
• 1.2 million annual paratransit trips (645,000 trips on taxi)
*Picture of SFMTA System Map

(Slide 4)
SF Paratransit
• SFMTA (Muni) has been providing paratransit services to people with disabilities for 30
• Taxi is a part of a network of Paratransit services including:
–SF Access: Traditional pre-scheduled, shared ride van services
–Group Van: Subscription van service for groups of individuals going to a single
location, such as adult day health care center
–Taxi: demand response, user side subsidy taxi program, provided with general public
taxis, including accessible ramped taxis
• SFMTA contracts with a Paratransit Broker, Veolia Transportation to manage
Paratransit and they sub-contract with Taxi and Van Companies

(Slide 5)
SF Paratransit Taxi
• Sedan Taxi service started in 1981
–1400 cabs currently in service
• Accessible Ramp Taxi started in 1994 with 6 cabs
–100 ramp taxis currently in service
• User choice
• Average tripcost $11.75
• Average triplength 3 to 4 miles
*Picture of a woman being assisted out of a taxi cab b y the taxi operator

(Slide 6)
SF Paratransit Taxi – How to use?
•ADA eligible customer registered into taxi program
•Intake staff determines monthly allotment (generally between $60 - $150 ($330 max)
•Customer pays $4 for a $30 book of scrip
•Customer calls taxi company of their choice
•Pays driver meter rate with scrip and fills out trip report
*Picture of a person using a wheelchair boarding an accessible taxi

(Slide 7)
Why move from scrip to Debit Card?
•Scrip is cumbersome for all, customers, drivers, compa nies, Broker
•No automated way to track transactions/rides
•Difficult to monitor individual trip usage and service quality
•Greater potential for fraud
*Picture of many boxes stacked upon one another in a storage room

(Slide 8)
*Picture of a taxi in the background with two sets of hands in the foreground. The
hands on the left are holding the old taxi scrip with the words "Gooodbye Taxi Scrip"
underneath. The hand on the right is holding the new taxi debit card with the words
"Welcome SF Taxi Card" underneath

(Slide 9)
Debit Card Project Overview
• The Paratransit Debit Card System (PDCS) eliminates scrip and automates the fare
payment process
• Magnetic swipe debit cards, called SF TaxiCards, will be issued to all paratransit
customers for use as photo identification and electronic payment
• All SF Taxis equipped with smart meter, swipe reader, mobile data terminals & GPS
(In-taxi Equipment)
• Similar to a credit card transaction, cab communicates wirelessly with a central server
that maintains customer accounts

(Slide 10)
Primary Goals of the New System
•Simplify fare payment
•Improve monitoring by capturing of electronic trip information
–GPS origin/destination data
–Driver/patron info
–tied to meter amount
•Reduce the potential for misuse and fraud by eliminating the paper-based system
•Automate the billing and reconciliation functions
•Customer and Driver convenience

(Slide 11)
Debit Card System Components
Integrates three key systems:
–      Paratransit Broker Customer Management Software System
–      Debit Card Software System
–      Debit Card Hardware System (In-taxi Equipment)

(Slide 12)
Broker System
*Diagram of Taxi Debit Card Broker System, Software System, Internet, Back-up
Systems and Hardware (in taxi) Equipment
The Broker System manages patron information for both the Paratransit Van and Taxi

(Slide 13)
Debit Card Central Software: Cabconnect
*Diagram of Taxi Debit Card Broker System, Software System, Internet, Back-up
Systems and Hardware (in taxi) Equipment
Manages the accounts for all paratransit taxi users
Processes all taxi trip payment transactions
Reconciles reimbursements between the Broker and the Taxi Companies
Provides for multiple methods for patrons to add value to their accounts and check
account balances

(Slide 14)
Debit Card Hardware System In-Taxi Equipment (ITE)
*Diagram of Taxi Debit Card Broker System, Software System, Internet, Back-up
Systems and Hardware (in taxi) Equipment
•In-taxi equipment Mobile Data Terminals (MDT’s) integrated with a taxi meter, GPS,
swipe card reader, and a cellular modem for data transmission
•ITE communication with the PDCS software is via an XML interface for Internet access

(Slide 15)
Debit Card Pilot Launch April 6, 2009
•Over 100 paratransit taxi riders issued SF TaxiCards
•Four cab companies participating in a phased, soft launch
–Two legacy companies
–Two new companies
•Implementation Team
•Training drivers and riders

(Slide 16)
Customer Outreach Materials
*Picture of a brochure ont the right. On the top of the brochure is the text "taxi scrip"
above a picture of hands holding the old taxi scrip. In the middle the text reads "Instead
of tearing out taxi scrip coupons, help us test the new SF TaxiCard." At the bottom of
the brochure text reads "SF TaxiCard" above a picture of a hand holding the new taxi
debit card.

On the left of the screen text reads:
How does it work? The SF TaxiCard works like a bank card or a gift card. Instead of
tearing out taxi scrip coupons, the taxi driver swipes your card, and the cost of the taxi
trip is paid from your SF TaxiCard account. It's easy and more convenient than carrying
taxi scrip booklets. Why an SF TaxiCard instead of taxi scrip? *The new SF TaxiCard
is fast and easy to use. *The SF TaxiCard is safer to use. Lost or stolen cards can be
easily replaced. * It's easy to check your balance and add value to the card by mail or at
the San Francisco Paratransit office.

(Slide 17)
Debit Card Pilot Status July 2009
• 200 paratransit taxi riders issued SF TaxiCards
• In process of adding 200 more
• Five cab companies fully participating
–Three new companies
–Two legacy companies
–62% of the taxi fleet, 88% of paratransit trips
• Outreach to customers
–24 public presentations/1000 customers
– mailings to all customers
• Training drivers – chicken/egg syndrome

(Slide 18)
*Picture of the front of a sample taxi debit card. It reads "San Francisco Paratransit.
Identification of Eligibility for ADA Paratransit Service.
Name Jill Smith
ID 12345
Eligibility Full
Travel with PCA? Y
1234 5678 1234 5678
Expires: 05/01/2012
*Picture of the back of a sample taxi debit card. The text reads:
Track 2:2
Track 3:3
Authorized Signature - Not Valid Unless Signed
SF Municipal Transportation Agency San Francisco, CA
To report lost/stolen cards or to check for account balance, 24 hour Customer Service
877 SFTAXI1 (877 738-2941)
The person identified by this card has been determined to be ADA Paratransit eligibile
in accordance with the provisions of 49 CFR Part 37.
San Francisco Paratransit (415) 351-7000 or TTY (415) 351-3942

(Slide 19)
Customer Receipt from Adding Value
Trip Data Collected
•Date, time of trip
•location of pick up & drop off
•Cab & Driver number
•Customer name
•Trip cost/meter amount
*Graphic of a debit card transaction receipt. At the top is the SF Paratransit logo. The
text reads:
SF Paratransit DCCS
68 12th Street, 1st Floor
San Francisco, Ca 94103-1297
Debit Card Transaction Receipt
SF Paratransit ID 107828
Debit Card xxxx-xxxx-xxxx-7828
Monthly Allotment 300.00
Monthly Purchase Date 04/15
Patron Cost $4.00
Check/Money Order 4.00
Check/Money Order # pilot promotion
Total Payment $4.00
Change Due $0.00
Card Balance 30.00
Reserve Cash Payment $0.00
Next Purchase Date 05/15/2009
Today's date: 4/16/2009 7:34 AM
Thank you for riding SF Paratransit

(Slide 20)
*Screen shot of taxi debit card software. The screen shows transactions. There are
drop down menus to use for searching specific transactions. Below the drop down
menus is a list of transactions by customer name.

(Slide 21)
*Screen shot of google directions from Cesar Chavez Street to California Street with a
close-up look at the starting location.

(Slide 22)
*Picture of a passenger using a wheelchair waiting as a taxi operator lowers the lift on
an accessible taxi.
(Slide 23)
*Picture of a person using a wheelchair boarding an accessible taxi using the lift.

(Slide 24)
*Picture of a person handing the taxi driver the taxi debit card.

(Slide 25)
*Picture of a taxi operator swiping the taxi debit card for payment.

(Slide 26)
Picture of the taxi operator printing a receipt after the taxi debit card was used.

(Slide 27)
Debit Card Advantages
• Easier for all parties to use
• Eliminates inefficiencies of paper processing
• Eliminates significant printing and mailing costs associated with scrip
• Improves trip monitoring data
• Discourages fraud, due to meter link, and ease of trip monitoring
• Provides hardware that’s available for other applications such as computer dispatch,
credit card usage, etc.
• Technology may be attractive to others with user side subsidy taxi systems

(Slide 28)
Annette M. Williams
Manager, Accessible Services Program
San Francisco Municipal Transportation Agency
Tel 415.701.4444
TTY 415.701.4730
Fax 415.701.4728
*Graphic of SF Paratransit Logo
*Picture of a person in a wheelchair and a taxi operator on the lift of an accessible taxi
parked in front of the Golden Gate Bridge

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