With the successful launch of Mobile ICOCA (2023-03-22) on Osaifu Keitai Android, it’s time to think about Apple Pay ICOCA coming later this year, most likely in October to align with iOS 17. And believe me, Apple Pay ICOCA will launch sooner than later because JR West will never achieve their stated goal of 5 million Mobile ICOCA users without Apple Pay. However the ICOCA service menu on Apple Pay will be different than Suica or PASMO. Apple Pay Suica works out of the box without Suica App or registering an account. Apple Pay ICOCA however, will require ICOCA App and a registered WESTER ID. Let’s take a look.
Apple Pay ICOCA but only with a WESTER ID and ICOCA app The Mobile ICOCA app for Osaifu Keitai Android allows registered WESTER users to add a new ICOCA, transfer a Mobile ICOCA card (from another device), reissue a Mobile ICOCA (from a lost or damaged device). The key point is that: only registered WESTER users can create and add a Mobile ICOCA card. No plastic card transfers to mobile are allowed because they are unregistered cards. And this means ICOCA will not have native Apple Wallet add card support like Suica and PASMO because transit cards added natively in Wallet are technically ‘unregistered’ cards.
When you take a look at the transit card list in Wallet for the United States you’ll notice that Chicago Ventra and Portland HOP are not listed even though they appear on the Apple support page: Where you can ride transit using Apple Pay. This is because even though these cards can be added to Wallet, they have the same limits Mobile ICOCA does: only registered cards can only be added from an app, plastic card transfers to Wallet not supported.
JR West is doing this because they are positioning Mobile ICOCA as part of the JR West WESTER portal service for points, eTickets, and more. You have to have a WESTER ID to add and use Mobile ICOCA. Why? I suspect it has to do with the end of paper ticket coupons, the old reliable buy 10 get one free. These were incredibly popular in the JR West Kansai area and said to be one of the reasons why it took so long for ICOCA to go mobile. Having WESTER and Mobile ICOCA as one package deal means JR West has the mobile equivalent of paper ticket coupons in place using WESTER point rewards.
JR East’s focus on the other hand, is all about growing the Mobile Suica user base with JRE POINT as an option that adds value to being a Mobile Suica user. Yes JRE POINT and Suica offer the mobile equivalent of paper ticket coupons too, but the JR East service ecosystem is messy. Users have to register and juggle separate accounts for Mobile Suica, JRE POINT, Eki-Net, VIEW CARD and so on. JR West is shoehorning all of their services into one WESTER ID to streamline everything and make it easier for users.
Will Apple Pay ICOCA have a recharge button? One of the very nice things about Suica is that anybody can add it to Wallet and recharge it with Apple Pay credit cards. Apple Pay Suica Commuter Pass users can also renew passes in Wallet directly. Will ICOCA have the same? I sure hope so because if JR West wants to keep Apple Pay at arms length, they may very well restrict all recharge and commuter pass renewal to ICOCA app. No add money button in Wallet, no recharge with Apple Pay.
Again this is what we already see with Apple Pay Ventra and Apple Pay HOP: card issue, recharge, commute plan renewal is all restricted to registered account users in the app. Is JR West shooting themselves in the foot by restricting everything to WESTER ID and ICOCA App? We’ll have the answer if Mobile ICOCA doesn’t make the 5 million membership target number that JR West hopes to achieve by 2027.
JR East achieved 20 million Mobile Suica users because of their full embrace of Apple Pay and unregistered Mobile Suica cards. Users can add and use Suica on iPhone and Apple Watch right out of the box without a Mobile Suica account or an app. It just works. It’s the deal same for Mobile Suica on Garmin, Fitbit and Pixel Watch. The Mobile Suica service ecosystem may be messy, but it works on a huge variety of mobile devices.
The JR West approach is streamlined but does risk reducing the potential Mobile ICOCA user base by restricting it to WESTER ID users, the potential could shrink even more if they restrict Wallet recharge functions to their iPhone ICOCA app. Because there will be no way in hell that Apple Watch users can recharge Apple Pay ICOCA without an iPhone the way you can with Suica or PASMO. Little details make all the difference. It all comes down to business choices: JR West wants WESTER ecosystem users, JR East wants Suica users.
With JR West having closed the door to unregistered Mobile ICOCA, Kansai users who don’t need commuter passes or WESTER points will use Mobile Suica. Actually, they already are.
Android 10 devices: the Osaifu Keitai supported devices list is limited to modern Android 10 devices that support multiple transit cards (Suica + PASMO + ICOCA) with only one card set as the default ‘Express Transit’ card.
WESTERaccount required: this new point system was put in place just for Mobile ICOCA and a registered account is required for Mobile ICOCA. Similar to JRE POINT, users earn points from transit use, recharge and purchases at participating stores. WESTER POINT to Mobile ICOCA recharge is built in and self contained, more streamlined than JRE POINT app to Suica app recharge. J-WEST credit cards earn the most WESTER POINT for recharge and commute plan purchase.
Users can register 3-D Secure 2.0 credit cards for recharge in the Mobile ICOCA app but ‘some foreign issue cards’ are not supported (looking at you foreign issue VISA)
No wearables (Garmin, Fitbit, etc.) yet, Apple Watch will be first hopefully followed by WearOS devices later
No auto-charge support…a pain, stick with plastic if you want this feature.
Mobile Commute Plans: most regular and university student commute plans are supported including JR West + Osaka Metro/Hankyu/Keihan/Nankai/Hanshin routes, but other commute plan types/routes are not. These include, FREX Shinkansen plans, HS/JHS student plans (launching on Mobile Suica and PASMO March 18), disability discount commute plans, bus and trolley routes, and routes that include the JR West Tsuruga~Ishikawa Hokuriku line that will transfer from JR West to third sector ownership in 2024. Stand alone ICOCA commuter passes for Hankyu, Keihan, Osaka Metro routes that do not include JR West lines are not supported.
Suica and PASMO together account for roughly 80% of all Japanese transit card issue, ICOCA added in makes that 90%. In other words, 90% of the issued transit card market has mobile service. It will be very interesting to see how the Mobile ICOCA migration works out. I’ll update this post with details as they become available.
It’s time to take a look at Suica and Japanese mobile transit ticketing developments expected for 2023. The Suica transit platform and Transit IC partners will introduce some big and important new service in 2023 that will play out over the next few years. Some like Cloud Suica, were due years ago. Some, like Mobile ICOCA should have been done years ago. And some are a response to COVID which is the inflection point that has changed Japanese transit forever. There is no going back to the transit world that was 2019 due to, mostly imagined, fear. Once fear takes hold in society, it becomes a mindset and mindsets are very hard to change.
There is also the cashless factor. COVID kicked the Japanese cashless migration into high gear, but this smashing success hasn’t made life any easier in the checkout line, no thanks to QR Code payment apps like PayPay and dPoint, with people taking longer to pay than even before as they dig around for coupons and discounts codes in smartphone apps. These code payments apps also changed the consumer mindset: they don’t want plain old points, they want points that work like cash, everywhere and instantaneous, instead of being stuck in point ghettos like JRE POINT. This is exactly what the PayPay and Rakuten point economic zones deliver.
The biggest COVID business casualty has been transit, with profitable commuter passes taking the biggest hit as companies transitioned to working from home and Zoom conferences whenever possible. And while people are using transit more since mid 2022, it has not recovered enough to stabilize transit company bottom lines. It’s a tough environment with companies trying to entice people, especially workers, to ride again with transit point perks and off-peak commuter discounts.
Private (non-JR) transit companies in particular are looking to offer more flexible fare options beyond what transit IC card systems currently offer. This is created a huge opening for the SMBC group stera transit open loop system: an off the shelf package ticketing system that combines transit gate reader hardware and cloud system from QUADRAC hooked into the SMBC stera payment platform. The SMBC stera transit marketing team is hard selling flexible fares such as fare capping and open loop appeal for inbound tourism.
It’s clear that JR Group and Transit IC association partners have to innovate and change to reduce costs while keeping the great convenience and benefits of the Suica transit payment platform. However as Steve Jobs once said about focus, focus is about saying no. You can either focus on making one service work great on your platform or just okay when you’re spreading limited resources too thin on supporting too many services. Do Japanese transit companies want better Transit IC for everybody or mediocre ticketing potpourri as money and engineering resources are diverted to bolting on open loop for a limited user base?
2023 Outlook That said the main arc of Suica and Transit IC for 2023 is expansion. Suica, ICOCA, TOICA are expanding station coverage but in different ways. JR West ICOCA will expand to cover all stations in 2023 with a mix of hardwired station gates, ICOCA equipped trains and region affiliate buses. And of course there is Mobile ICOCA launching this spring. JR Central has outlined a similar strategy for TOICA but no Mobile TOICA plans so far.
JR East had opted for hardwired stations using a mobile connected Cloud Suica system for lightweight fare processing. At the same time they are expanding Suica 2 in 1 Region Affiliate card reach with new cards and service extensions to existing cards. With all that in mind, let’s examine the month by month launch slate.
While it’s good that Suica and Transit IC cards can offer features and services attached to the card number, the current reality is that each service comes with a separate app, separate registration process and ID/PW login. There isn’t a single sign-in service, a JR East version of Sign in with Apple ID, for easy service registration and linking. Smartphone users are already drowning in apps, I don’t see most people using the growing tangle of services unless there is an easy to use and secure single sign-in service and streamlined UI.
March March and April are traditionally busy months with new schools, new jobs, buying new commuter passes that go with them, and launching new services:
1) Mobile ICOCA launches March 22. Mobile ICOCA will be hosted in similar fashion to Mobile PASMO which is based on Mobile Suica assets and cloud infrastructure. Osaifu Keitai will launch first followed by iPhone. This is a big development. JR West is building their ICOCA system expansion in a slightly different way than Cloud Suica by using separate ICOCA tap in/out readers on local trains and stripped down, simple ICOCA (no commuter pass support) for connecting transit affiliates. One interesting trend is the decline of PiTaPa card users since Kansai area private rail companies started offering ICOCA commuter passes (see the chart at the bottom of the post).
2) Off Peak Suica Commuter Pass COVID has made it clear that the old style ‘station to station’ commuter pass is outdated and its fare model needs to be modernized to bring business users back. All transit companies have to come up with new flexible commute plans that work for different work commute styles.
After dicking around with the confusing and convoluted off peak transit JRE POINT service campaign for 2 years amid a COVID induced commuter pass crisis, JR East is trying again: the confusing ‘Off Peak Commutes Pass’. Available for Suica cards and Mobile Suica, these new passes offer a 10% discount over regular commuter passes that are rising 1.4% with the condition: they must be used outside of the designated start station peak rush time. If you enter the transit gate during the peak rush time, bam, your Suica transit is charged the standard fare. No commute plan for you.
While this is a welcome development it doesn’t far enough. Flexible fare distance capped commute plans that are not tied to specific stations would be a much better deal for occasional business users. For example it would be great for sales people if there were commute plans that combined a selection of fixed distance zones (10 km, 20 km, 50 km, etc) with a selection of fixed trips (10, 20, 30 trips, etc.).
This isn’t a technology or system problem, it’s a business model mind-set problem. JR East has the Suica system in place to take mobile ticketing to the next level. It’s time that the JR Group lead the way for all transit companies to cooperate for a seamless national mobile transit solution.
Sendai Suica (with the odeca region joining in July)
The challenge of disability fare Suica/PASMO/Transit IC is that while the card is issued by the transit operator, the disability Suica card has to be certified using the resident city issued disability ID. This authorization is why disability Suica/PASMO is limited to plastic cards for the time being, at least until Digital My Number Card is launched on Android and iPhone. Why is disability fare Suica important? Up until now Suica has been a ‘stored Fare is stored fare’ one size fits all card. Suica has to evolve to include different fare types and services to survive as a viable transit payment platform.
4) Mobile Suica and Mobile PASMO Commute Plans for High/Jr. High School Students Another big push away from plastic to mobile with a streamlined app process for student commuter pass certification via updated Suica and PASMO apps. Hopefully a more streamlined mobile app certification process for student passes paves the way forward for disability fare issue Mobile Suica/PASMO as well. Local governments need to help make this happen.
April ICOCA extensions close the Transit IC gap between Honshu and Kyushu for thru transit via Shinkansen and plastic ICOCA/Sugoca commuter passes starting April 1. This is similar to the Suica-TOICA-ICOCA Atami and Maibara station extensions that launched in March 2021. The final piece of the JR puzzle is integrating their systems for thru local fare transit with regular plastic and mobile cards. It’s long overdue that they eliminate this last nonsensical nuance.
May 1) Cloud Suica extensions. A big one, a new Suica fare system that powers the Tohoku region Suica extensions for Aomoi (10 stations), Morioka (18 stations), Akita (17 stations) launches May 27. As outlined the separate posts, Cloud Suica is best thought of as Suica 2.0. The card is the same but the reader side and processing system is completely new. Ideally Suica 2.0 offers the best matchup of local stored fare with internet cloud based transaction processing instead of expensive dedicated pipes to the data processing center.
Lower system costs is one objective but not the only important one. The Suica 2.0 fare processing system will also power the new QR Eki-Net Ticket service that launches in the very same Tohoku Suica region in late FY 2024 (October 2024~March 2025). We’ll found out how flexible Suica 2.0 is if JR East starts offering much more fare innovation.
It’s important to reexamine the role of Suica 2 in 1 here. We have two new Suica developments that converge in the Tohoku region: we have the Suica 2 in 1 card itself, new updated FeliCa card and OS with new Suica architecture, and we have the cloud based Suica 2.0 fare system. In other words we have a Suica 2.0 card coupled with the Suica 2.0 processing system.
July 1) Suica 2 in 1 Region Affiliate odeca card joins the system, the first established transit card updating to the 2 in 1 format. All 2 in 1 cards to date have been new cards. The next established non-Suica compatible transit card transitioning to Suica 2 in 1 is Nagano City Kururu card in 2025.
2) Open loop stera transit comes to Tokyo in a big way as Tokyu Railway starts tests. If it’s anything like the gradual Nankai open loop tests, a few important stations will have a few gates retrofitted with open look EMV contactless and closed loop QR Code readers. They will also surely offer a smartphone app for QR ticket purchase and display. One interesting aspect of the Tokyu Railway effort is that Tokyu were responsible for pushing, and paying for, Mobile PASMO. It would not have happened otherwise.
The rest of 2023 There will certainly be more services announcements and launches in the 2nd half of the year such as Apple Pay ICOCA and more open loop test installations.
Coming in 2024 We have Suica linked financial services coming with JRE BANK (rebranded Rakuten Bank cloud infrastructure), Yamagata region Suica extensions (21 stations) and unspecified Sendai Suica region extensions that will pretty much complete the installation of Suica on the entire JR East rail network. And of course QR Eki-Net Tickets which build on all the Cloud Suica infrastructure rolling out this year.
As always I will update this overview post as new services are announced with links to individual posts and updated guides.
Now that the 1st wave of Suica 2 in 1 card launches is complete, it’s a good time to review the ‘State of Suica’. And it’s always interesting to examine the cultural differences too, when it comes to labeling trends as ‘good’ or ‘bad’. Westerners for example invariably say, what’s the point of having so many Suica card flavors? It’s a waste, better to have just one. It’s a classic double standard professing to want but insisting that life should revolve around single kind of credit card. Japanese don’t seem to care much as the culture is adept at ‘振り分け’: this thing for doing this, that thing for doing that. And the region affiliate users getting Suica for the first time seem pretty excited and all Suica varieties work the same for transit and e-Money purchases.
As of now we have the following plastic Suica card flavors beside the regular Suica available at station kiosks: Rinkai Suica, Monorail Suica, Welcome Suica and Suica Light. On the Mobile Suica side we have: Osaifu Keitai, Apple Pay, Google Pay, Fitbit Pay and Garmin Pay, along with branded Mobile Suica for Rakuten Suica and au Suica on Osaifu Keitai and Mizuho Suica on iOS. Last but not least we have 11 new Suica 2 in 1 Region Affiliate Transit cards that are the keystone of JR East’s MaaS strategy.
What exactly are the differences? It comes down to commuter passes or points. For Suica 2 in 1 cards specifically, it is both. This is a small but very important difference. All the other non-regular Suica outside 2 in 1, come with specific features and limitations. Rakuten and KDDI au users can recharge those Suica with those outside point systems but they can’t add commute plans. Welcome Suica expires in 28 days, Rinkai and Monorail Suica exist for commuter passes and nothing else, and so on.
Suica 2 in 1 doesn’t have limitations and does more than any other Suica: it can hold 2 different commuter passes (one from JR East, one from the region affiliate) and it supports 2 different point systems: messy JRE POINT which is an optional account setup manually linked to the Suica card number, and local government subsidized region affiliate transit points which are automatic and stored on the card itself. The only thing the user needs to do is use the appropriate card for transit to earn and use transit point discounts.
In a mobile payment era where everybody is distinguishing themselves with increasingly complex reward point schemes, the simplicity and flexibility of Suica 2 in 1 transit points, think of it as locally processed transit point stored fare, can go places that old Suica cannot. Imagine how many more people would use Suica transit in Tokyo if it came with transit point discounts. There are other 2 in 1 features not yet supported by regular Suica: disabled and elderly transit user discounts. These are coming to Tokyo area plastic issue Suica, and PASMO too, this October though I suspect those won’t come to Mobile Suica until it gets an upgrade.
Mobile FeliCa hasn’t been updated to the next generation ‘Super Suica’ FeliCa SD2 architecture yet, but once updated we should see Suica 2 in 1 on mobile and new Suica features, along with more Suica 2 in 1 Region Affiliate cards. All in all the new Suica 2 in 1 card format tells us where JR East wants to go.
There are some interesting numbers from the JR East FY results. All things transit took a huge hit in FY 2021 from the COVID pandemic, Suica included, but are now recovering though still below pre-covid transaction levels. Another surprise is the popularity of Eki-Net eTickets, a 39% usage rate is not bad for a service that only started in March 2020. One of the smarter things JR East did with Eki-Net eTicket discounts is making them simple and available to all Eki-Net users and credit cards. The JR Central EX system has 2 different Shinkansen eTicket tiers (EX-Press and smartEX) with larger EX discounts limited to select credit cards.
A Japanese friend once told me that when Suica first came out, young people in Tokyo sent Suica cards to hometown families to use for coming to Tokyo. But parents and grandparents sent them back saying, “we can’t use them,” even when they could use them in their local area.
What they were really saying was, ‘Suica doesn’t get us the same transit perks we do using local paper tickets or mag stripe cards.’ There has long been a huge gap between transit services available in major cities which ‘don’t work’ in one way or another for those in outlying areas.
That’s the challenge facing the Japanese transit IC card system. Being able to use a Suica or ICOCA transit card in the sticks isn’t enough, local region services must be attached to make it worthwhile for people living outside major city areas. Transit IC has to evolve if it is going to be useful in the mobile era with proliferating smartphone payment apps vying for a piece of the national transit pie.
Now that we have a clearer vision of how Suica 2 in 1 Region Affiliate cards address this problem and how they are central to JR East’s MaaS strategy, it’s time to look at evolving JR East cloud services and how they fit into that strategy. There are a number of new cloud service parts that have come on line over the past year, or are coming soon…some visible, some not.
Taken together they comprise what I call ‘Super Suica Cloud’ following my earlier definition of Super Suica: a collection of mobile focused transit and payment infrastructure services that can be shared with or incorporate other company services, or be hosted by JR East for other companies. MaaS is an elastic term that holds a lot of flashy concepts, but I think JR East is aiming for something more low-key but practical, a Japanese Multimodal MaaS if you will.
The immediate concrete end-goals are service expansion with cost reduction; elimination of duplicate or proprietary dedicated infrastructure in favor of open internet cloud technology. With that in place the next goal is tight integration of transit payment services that work everywhere but also deliver tailored services for local regions. Let’s examine the parts.
Mobile Suica People assume that Mobile Suica does everything mobile, but basically it’s a station kiosk in the sky. Put money in for a transit card, put money in for a recharge, or a commuter pass, a day pass, and so on. Issuing, recharging and managing Suica cards on mobile devices is what Mobile Suica was built for.
As the world’s first mobile transit card service, Mobile Suica has made a lot of progress over the years expanding support to include Android, Apple Pay and wearables, but the work isn’t done until any mobile device from anywhere can add Suica. And since Mobile Suica hosts Mobile PASMO (launched in 2021) and almost certainly the forthcoming Mobile ICOCA (coming early 2023), getting those on an equally wide digital wallet footing is just as important.
As the face of all things Suica on mobile devices, the smartphone app could have many more things plugging into it, like Hong Kong’s Octopus App. So far however, JR East has chosen, wisely in my opinion, to keep it limited to basic housekeeping, breaking out ticketing and MaaS functions to separate apps.
The store payment side also has a simplified cloud based FeliCa payment network and a name: JESCA-Cloud. System details are vague but Cloud Suica transit fare and JESCA Cloud store payments appear to do the same thing: move transaction processing off local hardware and onto the cloud. Fast processing time is very important at transit gates, Suica tap times are the fastest out there. Those familiar with the Suica system say Cloud Suica will spilt it 50% local processing / 50% cloud processing. Dumber terminals, smarter cloud that still offers great Suica service…we hope.
One difference Cloud Suica has from a similar effort by JR West for ICOCA, is that Cloud Suica supports all the standard Suica features like commuter passes that cloud ICOCA does not. An interesting side note is that JR East hosts the processing for JR Central’s TOICA transit card network, they can certainly put the new Cloud Suica backend to good use expanding TOICA coverage in rural lines like the Minobu line.
ID Port Comb through recent JR East press releases and you’ll find 3 service announcements built around ID PORT, a “cloud based ID verification solution” from JREM (JR EAST MECHATRONICS CO., LTD), the company that builds Suica infrastructure.
Maebashi City TOPIC MaaS service (November 2020): Local MaaS discount services provided by TOPIC that use Suica with My Number card address and age to verify eligibility:
Suica Smart-Lock (December 2021): registered Suica card access a variety of access services provided by ALLIGATE:
Mamorail (March 2020): a notification service for parents or caregivers, the first service based on ID-PORT. A registered Suica or PASMO (child) triggers a email notification when tapped at the transit gate with station and time info emailed to the parent’s/caregiver’s device.
All of the announcements have 3 components: a transit card (Suica), ID-PORT, 3rd party services attached to Suica (or PASMO) using ID-PORT as the system glue. Most of these are either in testing or ‘coming soon’. What is ID-PORT?
ID-PORT is explained on the JREM site, but the first public mention in an NTT Data PDF document from November 2020 is more revealing: “The Open MaaS Platform and supporting Multimodal MaaS”. The JR East Suica MaaS strategy is outlined with various scenarios that indicate ID-PORT is the JREM side with MaaS services on the NTT Data side. In other words a co-venture.
The job of ID-PORT is that it acts as the middle man ID verification glue linking a registered Suica (or similar Transit IC card) with various 3rd party services such as special ticketing, access and discounts.
The interesting thing about the ID-PORT and NTT Data MaaS platform reveal is that the timing coincides with Sony’s release of FeliCa Standard SD2, the next generation FeliCa architecture used for Suica 2 in 1 cards. One of the little discussed new SD2 features is ‘FeliCa Secure ID’. Here is Sony’s diagram of how it works.
Look familiar? Yep, ID-PORT sure looks like FeliCa Secure ID in action. The JREM ID-PORT page is more rounded out, incorporating non-FeliCa ID verification methods like QR and bio-authentication and many different services. ID-PORT has already been added to JESCA-Cloud and CardNet so that linked services are widely available on store payment terminals, not just Suica transit gates. In sum it represents MaaS and Account Based Ticketing in action with ID-PORT at the center.
MaaS and Account Based Ticketing in action MaaS and Account Based Ticketing are the new hotness now that people realize open-loop doesn’t solve everything as banks and card companies want us to believe. Fare Payments Platform provider Masabi explains it this way:
Account Based Ticketing (ABT) shifts the fare collection system from being ‘card centric’, meaning the ticket holds the journey information and right to travel, and moves this to the back office. Moving the ticket information to the back office holds a number of benefits. It means passengers no longer need to buy a ticket or understand fares to travel and instead they use a secure token, typically either a contactless bank card, mobile phone or smartcard.
In this scenario FeliCa Secure ID is a secure token, ID-PORT is the secure token platform using the secure token to link ticketing and services together. That sounds nice but when will we see it in action? I think we already are.
Eki-Net Account Based Ticketing As explained above, ABT attaches tickets from the cloud to a secure token, in this case Suica. By this definition Eki-Net Shinkansen eTickets represent JR East’s first step into ABT ticketing. Eki-Net uses registered accounts and credit cards purchase and attach eTickets to Suica. These eTickets do not use Suica prepaid stored fare nor is any eTicket information written to the Suica card, the eTicket system uses Suica as a secure token. JR Central smart EX is a similar ABT service and let’s not forget the web-only multi-lingual JR-East Train Reservation service that provides some ABT ticketing for inbound visitors.
Will JR East ABT implement the ‘no longer need to buy a ticket’ part of the Masabi ABT vision? I doubt it. Shinkansen eTickets are much lower ABT hurdle: lower passenger volume on far fewer transit gates than regular Suica gates. The complexity of interlocking non-Shinkansen Japanese transit systems and the vast array of fare schedules, such as higher paper fares vs cheaper IC fares, don’t easily straitjacket into an open-loop or ABT fare box, and it doesn’t fit the JR East business model.
Suica 2 in 1 region extras There are services besides ticketing attached to a ‘secure token’ Suica. One of the important things easy to miss in the Suica 2 in 1 rollout are extra region features not available in regular Suica. Disability Suica cards for example. These are finally due to launch on Suica and PASMO cards in October 2022, but disability Suica 2 in 1 cards are already available in region affiliates.
There are also region affiliate transit points, one of the services that ID-PORT is advertising for JR East MaaS. Transit points all ‘just work’ automatically the same way. Points are earned from recharge and transit use and automatically used as transit fare. The user doesn’t do anything except tap the bus card reader. No registration, no setup. I wish JRE POINT had an option to work this way.
Transit points mimic the scheme of old regional transit mag strip card like Nishitetsu that gave ¥1,100 with a ¥1,000 recharge. Those features were popular (automatic simplicity in action again). PayPay used a similar strategy to quickly build a large customer base but pissed everybody off later as they got big and started changing bonus rate returns like used underwear. That won’t happen with Suica 2 in 1 cards as region transit points are locked in by local government subsidies to the region affiliates.
Streamlined simplicity, integration, regionality Despite the la-la-land promise of MaaS and Account Based Ticketing, the ‘just works’ angle is crucial for people to actually use it. One of the current problems with Mobile Suica, Eki-Net, JRE POINT and the MaaS services JR East advertises is that is each service is a separate app + registration + attach cards process. This needs to be streamlined into a single simple JR East sign-on service option like Sign in with Apple that works across multiple services. I suspect ID-PORT is the glue between Mobile Suica and JRE POINT that keeps those registered services automatically linked even if the Suica ID number changes. A good sign because the JR East cloud needs a lot dynamic linking.
There is also the larger problem of integration outside of JR East, such as the current state of multiple online ticketing services; Eki-Net for JR East, EX for JR Central, Odekake-net for JR West, and so on. It would bet great to have a common app that plugs into every online ticketing service. At the very least JR Group companies need to integrate eTicketing the same way they have always integrated paper ticketing for one stop service in their own apps.
The bigger question is do Super Suica Cloud parts (ID-PORT / Mobile Suica / Cloud Suica) scale beyond JR East to include other JR Group companies (JR West, JR Central, etc.) and potential region affiliates nationwide? If increased services with reduced costs is their MaaS goal, JR East needs to step up to the plate and share. Infrastructure sharing with backend integration is the only way forward for all. Japanese transit has always excelled at physical interconnection, the cloud service side needs the same level of interconnectedness.
There are cultural angles too. Japanese have a passion for hunting down local perks, bargains and discounts. People complain about Eki-Net (deservedly) but they sure scramble and swamp the system getting those time limited discount eTickets like crazy pre-COVID era Black Friday midnight Christmas shopper crowds rushing into the store.
There is also the traditional cultural value of promoting local economies. As the saying goes, cities are only healthy in the long term when local economies are healthy too. If JR East is really serious about promoting regional MaaS, they’ve got to aggressively offer linked services that clearly promote regions. There are many region programs that visitors are simply not aware of. JR East can do a lot simply linking them to discount coupons, limited offer eTickets and such that appeal to the bargain hunter Japanese mind. The key is being creative and nimble like QR payment players.
The JR East MaaS region affiliate strategy was conceived long before the COVID crisis, yet COVID also presents a golden opportunity to invest in regions and promote working remotely. The world has changed and transit has to change too, the biggest risk is doing nothing, staying with the status quo. The emerging Japanese MaaS vision is unique in that Japan has a golden opportunity of leveraging the national Transit IC card standard into something new, taking it into the next era…if old rivalries and sectarian interests don’t get in the way and blow it, that is. Either way the next few years will be a very interesting time for Japanese transit.
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