DEVELOPMENT & IMPLEMENTATION OF THE COMMERCIAL SERVICES WITHIN A MAJOR GCC PUBLIC TRANSPORTATION SYSTEM

Our role covered commercializing the network assets as well as providing a range of services tailored specifically towards achieving commercial objectives.

The RISE team developed non-fare commercial programs which covered Stations Naming Rights, passenger telecom & Wi-Fi, Advertising, Retail Shops & Kiosk, Click & Collect, ATMs & AVMs, Fibre, and Other Commercial Drivers and some have been successfully awarded.

This project centered on the development and implementation of commercial services within one of the largest public transportation systems in the GCC region. Our role extended beyond commercializing the network assets and included providing a suite of services specifically designed to achieve commercial objectives.

The RISE team developed a multitude of non-fare commercial programs to diversify the transportation system’s revenue streams and enhance its financial resilience.

These programs encompassed a range of initiatives, such as Station Naming Rights, which allowed businesses to sponsor individual stations for increased brand visibility. In conjunction with this, we also oversaw the development and rollout of passenger telecom & Wi-Fi services to improve passenger connectivity and reduce costs.

We created an innovative advertising strategy, capitalizing on the transportation system’s high-traffic environments to deliver high-impact advertisements. Moreover, we facilitated the establishment of retail shops and kiosks within the stations, creating vibrant commercial spaces and providing additional services to passengers.

Other initiatives included the development of a “Click & Collect” service, which enabled passengers to shop online and pick up their purchases at the stations, and the installation of ATMs and automated vending machines (AVMs) for passenger convenience. Further, we helped to monetize the transportation system’s existing fibre network and identified other potential commercial drivers.

Several of these initiatives have been successfully awarded, marking significant progress towards the ultimate goal of achieving the transportation system’s commercial objectives.

This case study explores the strategies employed, the challenges faced, and the key successes achieved throughout the project, shedding light on how public transportation systems can optimize their commercial potential.