Will mobile ticketing go mainstream with new JR East Eki-Net?

Waku-waku for the new Eki-Net? JR East wants to make travel ‘waku-waku’ fun and romantic again like the Showa ‘Full Moon’ campaign era when JR Group ticketing was unified.

One unfortunate legacy of the Japanese National Railways (JNR) breakup and privatization in the late 1980’s was a fragmented ticketing system. The JNR paper ticket system worked very well. I was always impressed how you could go to any JNR Green Window ticket office and the all knowing agent would give expect advice and deftly punch up tickets to anywhere, in any configuration, even covering private rail.

The JR Group model fell apart in the internet era with online ticketing services, Suica and compatible Transit IC cards limited to separate JR Group regions. JR Group ticketing for paper, but not for mobile. What got broken doesn’t get put back together easily though it desperately needs to.

Last weekend the 20 year old JR East Eki-Net online ticket reservation system got the ‘renewal’ overhaul advertised back in March, that aims to reintegrate JR Group tickets into one slick consistent UI instead of a swamp of sub-menus. It also repositions Eki-Net from a limited ‘nice but I’ll stick with paper’ online purchase option to a standard way that JR East wants people to buy train tickets.

While eTickets have been in place since March 2020, Eki-Net 2 is the first serious step towards eliminating legacy mag-strip paper tickets and drastically reduce the number station ticket offices in favor of online mobile ticketing. The first stop for all JR East ticketing is now Eki-Net instead of lining up at a station ticket window.

There are 2 Eki-Net flavors: (1) the full comprehensive Eki-Net Web version optimized for desktop and smartphones offering mobile tickets, paper tickets, car rentals and tour packages like the classic 2nd honeymoon ‘Full Moon’ campaign for retiree couples, (2) Eki-Net App that only offers JR East eTicket and Ticketless mobile options.

What exactly is mobile ticketing?
To understand the aim of Eki-Net it’s important to know the basic ticketing categories:

  • Suica (Transit IC cards) pays the distance based fare using the Stored Fare (SF),
  • eTickets are cloud account Shinkansen ticket bundles that include the end to end distance fare plus the express • seat reservation charge, they are attached to the Suica or Transit IC card via the card number but do not use SF
  • Ticketless is a mixed mode that combines a cloud account express • seat reservation for regular express train seating used in combination with Suica SF
  • Touch and Go is a ticketless Shinkansen option that uses Suica and Transit IC cards for non-reserved seat Shinkansen travel in a pre-determined area, basically the whole JR East network

What’s new in Eki-Net 2?
Suica plays a central role in Eki-Net mobile ticketing. 2021 is also the 20th anniversary of Suica which has evolved beyond its commuter pass origins to encompass eMoney payments, mobile devices, Transit IC mutual compatibility and more.

In recent years Suica has gained another role as an all purpose mobile transit card hosting Shinkansen eTicket from JR East and SmartEX from JR Central. The challenge facing JR East is migrating the vast array of special ticketing and discount fares schemes from paper to mobile. Let’s take a look at the new banner features advertised for Eki-Net 2 and examine how JR East is doing this.

JRE POINT Integration
The integration of JRE POINT is the biggest new feature and illustrates JR East’s intention. The old Eki-Net point system was scrapped, good thing, there is finally point synergy and compatibility between Suica and Eki-Net. If you have any doubts that JR East is serious about mobile ticketing, take a look at the JRE POINT reward schedule:

Earning JRE POINT in Eki-Net, the VIEW PLUS Gold vs Regular 5% difference is obscene

Online paper ticket purchases give you basically zero points if you buy them with anything other than a JR East VIEW credit card, called ‘VIEW PLUS’ service which adds 3% or 8% more JRE POINT per ticket purchase amount depending on the VIEW card for a total of 5% (Regular VIEW) or 10% (Gold VIEW). JRE POINT can also be used for purchasing mobile only eTicket and Ticketless, and upgrading to Green Car and Gran Class seats. The upgrade exchange rate depends on distance and the train type, the new UI shows users all possible JRE POINT seat upgrades during seat selection.

Using JRE POINT in Eki-Net

Improved UI for web and app
Basically the new design dumps the old way of selecting the JR line or train and streamlines everything into a single station point and date entry screen. Seat selection is the advertised UI improvement and it shows: it is much improved on the web side, discount ticket comparisons are easy to see as are JRE POINT seat upgrades.

QR Codes support for group ticket pickup
A nice paper ticket option so that one person can purchase all tickets and send a QR Code for group members to pick up their tickets at the nearest station kiosk. It’s more convenient and replaces the old insert credit card and enter PIN code method for paper ticket pickup.

Eki-Net ticket discounts
Paper tickets have traditionally been the cheaper option. JR East must offer good discount incentives to drive mobile ticketing uptake. Fortunately the new Eki-Net ‘Tokuda-ne’ discounts offer anywhere from 5% off for same day tickets to 50% off for 20 day advance tickets. Discounts combined with JRE POINT are good but we’ll only find out if they drive mobile ticket uptake when regular train travel returns. While these options have closed the discount gap between mobile and paper somewhat, the majority of discount ticketing is still paper only.

JR-EAST Train Reservation
The international flavor of Eki-Net is called JR-EAST Train Reservation. It’s a completely separate web only multi-lingual service that offers regional passes for inbound tourists that can be purchased online before coming to Japan, or at a passport reading station kiosk. JR-EAST Train Reservation passes are different from the paper only Japan Rail Pass in that a growing number of them can be attached to Suica. New features here include: (1) Expanded multi-language support (2) pass purchases after coming to Japan (3) using Suica to attach eTickets. For the later there is a new user guide and How to register your IC card section. You can use Apple Pay Suica • PASMO by registering the card number, get the number using Suica App or PASMO App.

Weak points and summary
The Eki-Net renewal is big, complex and getting mixed reviews from Japanese users. Some love it, others hate it calling it, ‘an improvement for the worse’. The biggest gripe for many is that only up to 4 Express Train • Shinkansen sections are supported for one trip purchase. If you are traveling from Kagoshima to Aomori, forget Eki-Net and go straight to your local station ticket office for paper tickets.

The iOS Eki-Net App remains a nice idea that needs work. It feels like a thin re-skinned version of the mobile web one without offering any obvious benefit, the Face ID•Touch ID login option still useless as you have to manually login once every 24 hours and complete a picture puzzle. And there is no Apple Pay in-app support.

My biggest gripe is the failure of the JR Group to get their mobile ticketing act together. Sure, we have JR Central EX and JR East eTickets, but these are locked in their respective service regions. This is 2021, JR Group ticketing should be cross compatible, streamlined and mobile ready. It doesn’t matter how great JR East makes Eki-Net, users can travel with just Suica on the Tokaido and Tohoku Shinkansen, but they have to buy 2 tickets using 2 different accounts and billing with 2 different ticketing systems. We should be able to travel anywhere on JR Group lines using one account to buy mobile tickets. In todays scenario this isn’t possible. The unfortunate legacy of the JNR breakup lives on.

‘New Eki-Net’ poster at the local JR East station. The overall impression of Eki-Net 2 is that less about going mobile and more about getting customers out of the ticket office to a station kiosk machine instead.

Reference posts
JRE POINT Beginners Guide
Suica App • PASMO App Guide
Apple Pay Suica Shinkansen