Avoid Transit App N A PPS ARE EVERYWHERE. Smartphones are everywhere. Let’s solve transit issues by using apps on phones — genius! Let’s celebrate. And now your agency is the lead story locally — but not in the way you want. It’s a bad news story because your app was hacked. What went wrong? Apps are soft ware, running on more soft ware. Despite everyone’s best eff orts soft ware gets hacked. What are the consequences to your agency when that happens? Th ere are a few consequences: fi nancial loss, interruption of operations, loss of reputation/trust, loss of moral all lead to a reduced reputation and breaking faith with the community. Th e worst outcome? Reduced ridership. Diffi culty raising funds. Indeed, your agency will continue to exist, you will provide transit services, and you will recover. However, there is an opportunity cost. What can be done? First, why have an app? Th ere is a nearly overwhelming reason to consider, adapt and adopt one or more apps to add ridership and build loyalty: OPERATIONAL EFFICIENCY: • Reduce vehicle loading times by faster fare processing • Create new revenue via partnerships with advertisers • Better ADA capabilities — agency can anticipate when a stop needs extra time IMPROVED RIDER EXPERIENCE: • Use tracking info to build better routes • Solve the fi rst/last mile problem • Direct riders to their next travel segment’s platform/bus COMMUNICATIONS IMPROVEMENTS: • Meet people in their language and disability need • Inform riders about service alternatives/ enhancements • Inform riders about service disruptions Passengers are delighted to know how to rapidly navigate your transit system. You are delighted to add ridership, make travel convenient, reduce administration time and build rider loyalty. Many soft ware solutions lead to some surprises. Th e actual cost to roll out and support the app are much more than anticipated. Th e agency’s needs are not necessarily aligned with the priorities of the app developer. And, the app doesn’t replace any existing system therefore it adds to operational complexity. Th ere is the chance that a rider, having farecards, apps, etc. will be charged two or three times for the same single trip. Apps are secure, right? Th e marketplace will ensure that every app is reliable, safe and secure? Experience shows that this is not true. There is a difference between a “bug” and intentional fraud. Your agency manages risk 26 | Mass Transit | MassTransitmag.com | FEBRUARY 2017 in many ways, including: • Contracts that protect the agency • Insurance to protect the agency • IT staff does some due diligence • Riders are savvy, they understand the risks and rewards of making their fi nancial information available When the app is hacked, your agency’s risk mitigation legalese will be lost on your riders. How will riders react? Anger? Betrayal? What is the outcome of a hack? If your app is hacked, it may be the way to get to all of the information on the rider’s phone: their entire contact list, user and password information for their financial institutions, their photos and other information that can be damaged, lost. What happens when your app is the cause of identity theft of your riders? By Leigh Weber Despite everyone’s best eff orts software gets hacked. Financial loss, interruption of operations, loss of reputation/ trust, loss of morale all lead to a reduced reputation and breaking faith with the community.
MassTransit_February_2017
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