USSD Bus Travel: Is it worth a try?

Last week, I wrote an article on Swarajya about a little known Banking System that exists in India: USSD Banking, aka the National Unified USSD Platform (NUUP) that allows anyone with a basic GSM phone to perform financial transactions. You can read the article here: No Smartphone? You Can Still Transfer Money Using A Basic Mobile Phone

Now, to buses. Can we try and replicate the USSD Banking model for bus travel? Why not? We have two major applications for it.

1. Ticketing.
2. Tracking.

For all practical purposes, we will try and take BEST and BMTC as an example here. We will also assume a simple USSD number to dial: *456#

Ticketing

Since both BEST and BMTC have an Electronic Ticketing System in place, this can be relatively easy. It is easier for BEST, since BEST has all its bus stops numbered as well. Example: If I am at Nehru Planetarium/NSCI/Lotus bus stop at Worli, with a Bus Stop code 07187. I dial *456#, it asks me to enter the stop code, then I type 07187, it then asks me if I want to 1.Buy a ticket or 2. Know the arrival of buses, I choose 1. It then lists out the buses arriving in the next 30 minutes. I choose AS-4. It then lists out the stops from NSCI to Backbay Depot, I choose Backbay Depot, it asks for confirmation, I say yes. It deducts ₹75 from my wallet and sends me an SMS with the ticket details. It gives a 4-digit reference number which I show the conductor when I board the bus. He enters that onto his machine and that’s all.

Tracking

This is even more simpler than booking a ticket. The process is pretty much the same. Dial *456#, enter stop code 07187, choose 2 and it shows the list of buses. I choose AS-4. It shows the last stop the bus has crossed and the ETA, like : AS-4, Acharya Atre Chowk, ETA 4 min. This is similar to BEST’s existing SMS based system, but provides more real time data.

Shortcodes

A shortcode can be created enabling faster access to frequenters.

Eg: *456*1*07187# to open the list of buses to book a ticket. Or *456*2*07187# to open the list of buses to track then.

Pricing

Now comes the tricky part. Rates for the NUUP are charged, with a maximum cap set by TRAI at ₹1.5 per transaction. As far as tracking is concerned, the existing SMS system (although not functional right now) costs ₹3 per message. A ₹1 charge per transaction/lookup might be good for tracking. The issue comes for payments. Charging a rupee extra per ticket doesn’t sound like a good move. However, since BEST already charges ₹30 for the ePurse Card, and ₹10 per month for bus passes as administrative charges, it might not be a problem if it is charged as a rent from the user’s account.

What do you say? USSD Banking is here. USSD Bus Travel? Why not