ABSTRACT
A B S T R A C T Availability of AFC smart card data is part of a broader trend whereby technology is enabling creation of an array of Automated Data Collection Systems for public transportation organizations that will support both off-line service and operations planning, as well as real-time service management and customer information. This wealth of new data sources and analytic tools will assist in enhancing the effectiveness, quality and efficiency of service provided to public transportation customers. However, many challenges exist; some are specific to the use of AFC data including: protection of individual privacy, access and appropriateness of AFC data and ownership of customer data. Other challenges affect all sources of automated data, including: lack of internal resources and technical expertise, conflicting data, corporate data management challenges and lack of support by senior management. Areas for future research are identified, including one area that has been relatively unexplored to date, namely, the use of AFC smart card data to estimate service and especially price elasticities; the latter is an essential tool in developing more creative and sophisticated pricing strategies.
