Public Funding for Seatfrog Ops Limited

A recent survey of rail passengers found 8 out of 10 respondents wanted rail fares to be overhauled with consideration for filling empty seats, flexibility of travel, or mixing and matching types of tickets. Current approaches available to passengers either involve ticketing exchange (for example for Advance ticket holders), which is available at stations or via a train operators’ app if the original was purchased in this way, or post-purchase seat reservation (for example for Anytime ticket holders) – ten-minute reservation - only available with two train operators. There is no combined solution which offers passengers a single point of contact, accessing multiple train operators, for all ticketing exchange and seat reservation decisions. In addition, ticket exchange often has a high price attached which prevents passengers who may be able to switch from doing so. This contributes to platform busyness, with associated passenger stress, and offers no incentive to move away from high occupancy services. This project aims to deliver a first of a kind solution to address these issues. Seatfrog Train Swap will allow passengers to quickly and remotely update their seat reservation to a new service. Seatfrog have developed a standalone prototype based on a fixed fee model to test user interest. Seatfrog are working with LNER to integrate and trial this technology. The project will develop on the proven concept to deliver and integrate components critical to achieve market acceptance from both Operators’ and passengers. Original ticket validation must be seamless, accurate, user-friendly and accessible. Pricing must reflect the needs of operators as well as offering more cost-effective options to passengers to encourage switching. Train Swap uptake should be communicated to Operators’ to allow for maximum benefit to be achieved. Alongside LNER involvement, ongoing passenger engagement will inform project decision-making to ensure acceptance across the value chain by project close. The project will culminate in a live trial to validate and verify the Train Swap demonstrator. Seatfrog have implemented their previous Upgrade-Bidding solution with four Operators’, covering almost 50% of the available UK market for Train Swap. With this established route to market, Seatfrog anticipate rapid roll-out across multiple rail networks.