CIÉ is to start looking at ways of monetising the onboard wifi service on its rail and bus fleets.
In a tender published today, the company said it is seeking market consultation on potential revenue models for the service.
Among the principles “underlying the project” is that CIÉ would retain ownership and access to any user data collected. However, this data could “potentially be used by the other contracting party for marketing purposes”.
Other principles include the availability to CIÉ of easy access to the “splash page” to allow it to change content on a routine and emergency basis. The tender document also states the contractor “cannot make changes that significantly diminish the user experience”.
Iarnród Éireann, Dublin Bus and Bus Éireann have all "invested significant capital in rolling out onboard wifi to their customer bases," CIÉ said.
The company believes onboard wifi leads to greater usage of bus and rail services, saying “research indicates that the availability of wifi will increase the demand for public transport”.
CIÉ states it has a “strong desire that commercialisation opportunities be localised so customers receive relevant content”.
It is seeking feedback on a business model which would “maximise income and minimise risk”. It advises interested parties to consider a “content based/ infotainment/web portal route”. It also advises them to consider sponsorship on a “per engagement basis” and to consider corporate sponsorship.
Passengers on Iarnród Éireann make some 28.6 million journeys a year with 6 million wifi sessions used on board. Bus Éireann passengers make 78.7 million journeys a year with 2.25 million wifi sessions, while Dublin Bus customers make about 118 million journeys a year and have 18 million wifi sessions.
