Qld offers up commuter data in return for transport messaging network

Queensland’s Department of Transport and Main Roads is planning to offer up commuter data and advertising opportunities in return for a single, integrated digital messaging network (DMN) across the state’s public transport network.

The department lifted the lid on plans for the massive project this week through a market sounding process that the department hopes to use to iron out the details of the proposed commercial model.

The network is intended to revolutionise how information is delivered to commuters by providing “location and audience-specific communications” across a range of digital mediums.

This includes connecting with a commuter’s personal device if they have opted into the services, possibly through the existing MyTransLink app.

The network is envisioned to deliver real-time timetabling and route delays information, as well as audio or visual wayfinding to assist customers with direction.

TMR also plans to offer free wi-fi and use the network to deliver “critical real-time messaging in the event of emergency”.

Although still in the planning phase, TMR envisions partnering with one or more suppliers to install and operate the network, which will include “a suite of digital devices”.

These devices are proposed for large swathes of the public transport network and road corridors, with a focus on South East Queensland including Brisbane and the Gold Coast.

This may include screens in trains and buses, bus interchanges and shelters and on state-controlled roads, though Queensland Rail platforms are excluded.

However all of this comes at a cost, and the department is proposing a commercial model that creates “exclusive opportunities for commercial advertising at nominated sites and on/in certain transport vehicles and potentially the collection and right to use customer data”.

“In return, it is expected that the successful supplier/s will provide certain customer services and will fund all costs associated with the installation and ongoing maintenance of the digital messaging assets, at no cost to TMR,” market sounding documents state.

“It is also anticipated that the successful supplier/s will share a portion of the revenue derived from their commercial advertising (and potential user data) with TMR.”

The department plans to deliver the network using a multi-phase rollout strategy, starting with the Gold Coast Light Rail and a number of existing static billboards on the M1 motorway.

Future phase could include the new generation of trains, SEQ Busway and other selected services.