Critical Analysis of Kochi 1 Smart Card Initiative in Cochin, Kerala, India

Critical Analysis

of

Kochi 1 Smart Card

in Cochin, Kerala, India

initiative

Assignment 2, Introduction to Smart City 2.0

Krishnanunni Jithendra Kumar Technical University of Darmstadt “Mundus Urbano” International Cooperation in Urban Development

1.0 Introduction

I come from Cochin, a port city in the southern state of Kerala, India. Cochin is the anglicized version of Kochi. Henceforth I shall be using Kochi to refer to Cochin. Kochi is one of the 100 cities earmarked for upgradation / transition to Smart City status in accordance with the Smart City mission of the Ministry of Housing and Urban Affairs, Government of India that commenced in the early part of this decade. Improving urban transportation and mobility was high on the agenda. The first step in this direction was the formation of Kochi Metro Rail Ltd. (KMRL). The vision was to introduce a new rapid transit system which would be the Metro Rail and integrate road and water-based transport to this new system.

The construction of the overhead Metro Rail commenced in 2012 and first phase was inaugurated in 2017, a stretch of 13.5 kms. In subsequent years the construction proceeded at good pace and today runs a distance of approximately 24kms cutting through the city center. The project is still completion, 2 majors stages involving connections to the IT Hub and the Airport.

The smart city initiative that I will be studying is called the Kochi 1 Smart Card.

Krishnanunni Jithendra Kumar

What is the Kochi 1 smart card?

Kochi One is a prepaid smart card. To begin with, it can be used only to travel in metro trains. Subsequently, the commuters can use it on autorickshaws, buses and ferries, and even to pay utility bills and for shopping “Efforts are on to rope in KSEB (Kerala State Electricity Board) and KWA (Kerala Water Authority) so that people can pay power and water bills using the card,” Kochi Metro Rail Limited (KMRL) Managing Director Elias George (Source: The Hindu,2017).

The details of the card are as follows:

• The card will be priced at Rs 150 and can be brought from the metro stations by providing minimum details like phone number and date of birth. The first top-up will be for Rs 200.

• Passengers can do transactions up to Rs 10,000 every month for every card. The transactions can be raised to Rs 1 lakh per month after submission of necessary ID proof. Subsequent recharges can be done from Rs 100 onwards. The metro agency is also planning to set up kiosks to popularise the card.

• The smart card uses chip-card technology for making payments, which is a technical standard for smart cards also used by Rupay, MasterCard, and Visa. The cards are launched in association with Axis Bank. (Source: https://kochimetro.org/what-is-kochione-card/)

The purpose of my study will be to analyse the digital readiness of the citizens to buy into this idea, identify gaps if any and to propose solutions to plug the same.

2.0 Methodology

The methodology for the research includes:

1. Desk Review

Desk review comprises of study of various sources of literature from government source (both national government and KMRL websites) to newspaper articles regarding the implementation and response to the initiative.

2. Semi-structured interviews through telephonic conversations. (15)

3. Online survey through questionnaire. (92 respondents)

The questions raised in method 2 and 3 are similar and can be found in annexes 1 and 2. It deals with basic information of age, sex, occupation and further details about the awareness, use age and benefits of Kochi 1 card. However, income is not a part of my questionnaire for a couple of reasons. Firstly, the issue is cultural and people in Kochi are not very comfortable disclosing their incomes or even the range of it. Secondly, the current users of the card are people who use the Metro Rail service which is currently at least 3-4 times more expensive than road-based transport systems. This means that the sample pool I have surveyed predominantly consists of people who can afford to travel by the metro. The justification of my sample pool is that the Smart 1 card currently isn’t of significant use outside travel in metro rail. Also, the main focus is on the

Krishnanunni Jithendra Kumar

awareness of the project and the willingness to utilize the service at this stage of implementation which I believe my sample pool does reflect.

4. Semi-structured interview of Project Head, Kochi 1 Smart card.

This interview threw light on the vision, strategies, phasing and certain gaps in policies and its impacts.

3.0 Limitations

This study is conducted over a very short period. As already mentioned, the survey pool is not representative of the society. The lower middle class, daily wage earners, migrant workers etc. who are currently not regular users of the metro have not been included. However, the high development index and high literacy rate of the region means information dissemination is a very crucial aspect of the study, which I have tried to include in the study.

4.0 Analysis

Low percentage of card users

Only 30% of the people surveyed are cardholders despite more than 75% of them being aware of it. It is observed that this is mainly because only the same 30 % use the metro rail at least or more than once a week. Though the benefits of the card are not limited to metro travel in theory, currently it is the only avenue where there is any significant gain. The water metro project is still in the pipeline and only 200 buses currently accept payment via Kochi 1 card, even though there was a public announcement in March 2019 saying that around 900 private buses would accept payment through Kochi 1 card from April 2019.

Almost 70% of the respondents have plans to get the card in future, but only if it is integrated into other modes of transport. Interesting here is that the barrier to widespread use is not technological as willingness is there, but insufficient incentives to have one currently.

Regarding awareness about the smart card facility, less than half the people know about the features of the smart. Though a large part of the survey knows about the card as a payment method, they are not completely informed about the discount and the final vision of being able to use it in other modes of transport. This is because most of the cardholders learned about the card through advertisements and staff at the Metro rail stations. Though there are occasional advertisements in newspapers and through radio, it hasn’t had the desired effect.

Some of the recommendations from the respondents were advertisements on Television which under the current situation where people are confined to their homes would help inform a large mass of the population. Also suggested where official messages from KMRL distributed through text and WhatsApp messages through mobile phones.

Advantages of Kochi1 smart card

There are two types of cardholders. First one is a general card, that works like any debit card. These users get a discount of 20% on every trip. Secondly, there are users with trip passes. The discount is higher at 35% but valid only between two fixed stops. In both cases, the main

Krishnanunni Jithendra Kumar

advantages are time and money. However, when it comes to the employed and elderly, the convenience and comfort factors also come. Cardholders do not have to stand in long queues for tickets, commonplace during peak hours. When it comes to students, money is a big factor, but for the employed time is a crucial factor here. The primary reason for using the Metro Rail for them is the time aspect and the card helps save more.

Lack of Gender bias

The study reveals that there isn’t any significant gendered difference in use age of Kochi 1 card. Almost half of the respondents are female and the numbers are similar in case of the number of card users too (11/26). There was one particular argument in favor of Kochi 1 card. Women in Kochi usually wear traditional clothes like Sarees or Churidars. These outfits don’t have pockets and hence they carry everything in a purse or a handbag. Taking out cash in change for tickets and finding tickets can be cumbersome. The Kochi 1 card relives them of these issues.

Professional Status

It is not surprising to observe that almost 75% of the cardholders from the survey are employed. The main reasons to have a card for them is time and convenience. Also, affordability is not an issue for them. Students and others contribute much less. The situation with students is expected to change in time as a new scheme was recently introduced that allows school-going children upwards of age 12 to possess a card with a parental guarantee. About people in others category, I believe the low numbers are related to ineffective information dissemination which I will elaborate in the next section.

Information Dissemination

Appendix 4 is an excerpt from the interview with the Project Head of Kochi 1 smart card. I conducted the interview after completion of the survey. The knowledge and awareness about the features and use of the card and the mobile app that supports it among the citizens are very limited. A prime example is that none of the card users from the survey has used it elsewhere. Almost all of them top-up their cards at the counter in person. The other offers that can be availed regarding shopping, dining out, movie tickets are available only on the App or by text message to Axis Bank customers (official banking partner). There are sporadic public campaigns that have failed to penetrate into wider public, particularly that part of the society whose lives are not in the vicinity of Metro Rail, such as lower middle class, daily wage earners, migrant workers, senior citizens etc.

5.0 Conclusion

The purpose of this study is not to evaluate the success of the initiative. The study period is too short and the initiative is at a nascent stage. The tech-savvy highly literate population of the city (Census,2011) is primed to welcome initiatives such as the Kochi1 smart card. However, there a huge information gap between the possibilities of the facility and public awareness about the same. Also, the initiatives to inform the public is limited to sporadic public campaigns, advertisements in the metro stations and school campaigns The KMRL should come with innovative marketing strategies on one hand and speed up integration with other modes of public and semipublic transportation on the other. The shutdown due to COVID provides an opportunity to get to a lot of people through television Ads. Furthermore, the KMRL could look at involving more banking partners than just Axis Bank to reach out to the customer base of other banks. If the aforementioned measures are implemented simultaneously the prospect of majority of Kochites travelling around the city seamlessly with nothing in their wallets but the Kochi1 could be achieved.

Krishnanunni Jithendra Kumar

References

1. The Project. (n.d.). Retrieved May 2, 2020, from https://kochimetro.org/theproject/#one-ticket

2. “About Us.” Kochi Metro Rail Ltd. Accessed May 6, 2020. https://kochimetro.org/about-us/.

3. Giri, Greeshma Gopal, and Tnn. “Commuters Clueless on the Scope of Kochi1 Card: Kochi News - Times of India.” The Times of India. Accessed May 6, 2020. https://timesofindia.indiatimes.com/city/kochi/commuters-clueless-on-the-scope-ofkochi1-card/articleshow/70526861.cms.

4. Giri, Greeshma. “Kochi One Smart Card: Kochi One Card and Kochi One Mobile Application Launched: Kochi News - Times of India.” The Times of India. Accessed May 6, 2020. https://timesofindia.indiatimes.com/city/kochi/kochi-one-card-and-kochione-mobile-application-launched/articleshow/59195084.cms.

5. NewIndianXpress. “Private Buses to Accept Kochi-1 Metro Card from Today.” The New Indian Express. The New Indian Express, March 2, 2019. https://www.newindianexpress.com/cities/kochi/2019/mar/02/private-buses-to-acceptkochi1-metro-card-from-today-1945502.html

6. “Cities Profile of Round 1 Smart Cities.” SMART CITIES MISSION,Government of India. Accessed May 6, 2020. http://smartcities.gov.in/content/innerpage/cities-profileof-20-smart-cities.php

7. “KOCHI1 CARD.” Kochi Metro Rail Ltd. Accessed May 6, 2020. https://kochimetro.org/kochi-1-card/

8. India.com Education Desk. “Timeline of the Kochi Metro Project.” India News, Breaking News, Entertainment News | India.com, April 26, 2014. https://www.india.com/education/timeline-of-the-kochi-metro-project-1590225/

9. “Kochi Urban Region.” Kochi Metropolitan Urban Region Population 2011-2020 Census. Accessed May 6, 2020. https://www.census2011.co.in/census/metropolitan/417-kochi.html

Krishnanunni Jithendra Kumar

Appendices

1. Questionnaire for survey and interview

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

2. Transcript of interviews

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

3. Online Survey Results

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

Krishnanunni Jithendra Kumar

4. Excerpts from Telephonic Interview with Mr. Jaynananda Somasundara, Deputy General Manager at Kochi Metro Rail Ltd., Project Head: Kochi 1 Smart card.

• Vision: Local- Single open loop card for all public and semi-public transport, parking, tolls and shopping in Cochin city. National- Kochi 1 smart to be part National common mobility card for all public and semi-public transport in the country.

• Average daily ridership: 65000

• Total number of card holders: 80000

• Average daily card user: 25% of daily average ridership

• The card is a Rupay EMV card with Axis Bank as the banking partner.

• Can be used at all places where the aforementioned type of transaction is supported

• Currently 200/900 city buses are equipped to accept the card. Water metro on beginning of operation later this year will also be equipped.

• Regarding Autorickshaws, pilot projects have been initiated. Integration will take time.

• 3 ways to recharge the card: 1. At the counter in Metro Stations 2. Via Internet banking 3. Via Koch1 mobile application

Digital top-ups require access to contact interface to verify recharge.

• Medium of Information dissemination 1. Advertisements at Metro stations, newspapers etc. 2. Welcome kit on Card purchase 3. Information on offers available on Koch1 App 4. Text messages send to Axis bank customers. 5. Awareness campaigns in schools targeting students.

Krishnanunni Jithendra Kumar