SMRT Analysis

Group 11
Agenda
1
2 3 4
Introduction Background Information
Key Financial Information

Industry Information
Company Information
5 6 7 8
Strategic Analysis of the company IT implementations and Successes Road ahead and Conclusion
Background
Significant bus operator in Singapore with 25% market share
Leader in the worlds rail Industry in train service quality
Growing revenue from retail, Advertising and Consulting services
Dominant rail Operator in Singapore with 23 yrs operating Experience
SMRT
Second largest Taxi operator in Singapore with 3000 Taxis
Mission, Vision & Core Values
Excellence, Respect, Responsibility and Recognition, Commitment to the public, shareholders and employees
Corporate Structure
SMRT Trains Ltd

Incorporated on 6 August 1987 as Singapore MRT Ltd Renamed as Singapore Mass Rapid Transit (SMRT) Corporation in 2004 Main and only competitor: SBS Transit
SMRT Buses Ltd

Previously Trans Island Bus Services (TIBS) Incorporated as TIBS on 31 May 1982 Renamed to SMRT Buses Ltd on 10 May 2004 Main and only competitor: SBS Transit Ltd
Milestones
Geographic Footprint
10
Operating Model
Group Information
Financials
Share Holding Pattern
License and Operating Agreement
16
Critical success factors

Turnaround time Shorter waiting time Cost effective and sustainable transport through integrated information
Network Span -Seamless travel across wider network

Modular transportation growth approach to offer better connectivity for future Safety and Security regulations
Industry Drivers in Singapore

Economic growth of Singapore Population growth of Singapore Increased government Spending on public transportation Tighter reins on personal transport
GDP Growth
Population Growth
Thought Leaders
Transport and Travel Research (UK) International Association of Public Transport (UITP), Brussels MIT labs on Transport Research
German & Japanese Heavy Manufacturers of Train Systems Siemens, Kawasaki, Alstom, Hitachi etc.
Oracle is the best Software Provider for Traffic Management System
Key Performance indicators
Industry Ratios : -KPI

Cost to Customer Train Availability
Industries Ratios -comparisons

Punctuality Manpower Cost Efficiency Safety
Source: CoMET awards, 2010
Energy Usage benchmarks
Source: CoMET awards, 2010
24
Key Challenges faced
Social Responsibility
Corporate Charity
Gift for Mobility programme Silver tribute fund Taxi medical Chaperons
SMRT contributed over $5.2 million in charity and community projects in FY2009
Initiative for physically challenged or less mobile people
SMRT raised $1 million fund through five fundraisers event held over a period of six months Staff equipped with skills to assist and transport less mobile passengers
Environment
Reduction in usage of Electricity, Water and emphasis on recycling ISO 14001 received in 2009 Regular energy audits since 2005 New hi tech systems in Air conditioning for electricity reduction Most Energy Efficient Metro award at The Metro Awards 2009, held in London.
Comparative Analysis
VS
MRT
22%
SBS
78% SMRT
Worker Profile
IT vendors
TCM
RFID Implementation for SMRT
ACP
SAP NCS
Develop an end-to-end solution from consultancy to integration with their SAP courses and training
SAP Implementation for SMRT
Sensors for ERP systems
31
Unique Selling Proposition

Fast mode of transportation
High Connectivity
Seamless service to Customers
Integrated Network
SWOT Analysis
Strengths
High Product Diversity High Product Quality Excellent staff Advanced Technology
Weaknesses
Poor Revenue Distribution Structure
Centralized in Singapore
Opportunities
SWOT
Threats
Competitor
Increasing Ridership Trend Expansion of RTS Network Growth in Industry
LTA as Central Bus Network Planner
Business Strategy
Strong and stable Earnings from Fare operation
Increasing share holder value
SMRT
Grow non fare revenue and profitability
Overseas expansion opportunities
Issues addressed by IT
Ease of Travel Security & Safety
Asset Management
IT
Analytics & Insights
Ticketing and Fare Collection
Employee Empowerment
Operation and Strategy Alignment

High
Impact on Business Operations
McFarlans Strategy Model
Impact on Strategy
High
37
Systems Engineering Approach

Validated and Tested System Testing and Review Effect on Current Systems
Design
Design Criteria & Performance Specs Tender Proposal
Signalling Control Power Communications Trackwork Fare Systems
Design Review Type Testing Testing and Commissioning
Past Successes in IT implementations

Driverless Metros Development of E-Ticketing - Enhanced Integrated Fare System & CEPAS Development of Electronic Road Pricing Intelligent Traffic Monitoring System Distance Based Fares Calculation System
Technology Introduced on MRTs

Integrated Supervisory Control System (ISCS)
Moving Block Signalling with Computer Based Interlocking

(CBI)
Train Integrated Management System (TIMS) Maintenance Management System Communication Devices for example, TETRA Digital Trunked
Radio
On Board CCTV transmission
ISCS System- System Central Control
Operation Control Centre
Depot Control Centre
Training Room
Passenger Service Centre
Equipment Room
Contactless Smartcard for Bus

Commuter flashes Farecard at Bus Entry Processor (BEP) upon boarding
BEP
BXP
OR
Cash
Commuter flashes Farecard at Bus Exit Processor (BXP) when alighting
GPS to track Bus location to determine Improves Boarding fare stage
time by 50%
EIFS System Overview

Card Manager
Tier 5
Bus Acquirer Rail Acquirer
Tier 4
Operator Central Server
Operator Central Computer
Tier 3
Depot Computers
Station Computers
Tier 2
Tier 1
Operation of ERP system

(1) Approach of Vehicle
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna
In Vehicle Unit Road Markings

(2) Charging
In Vehicle Unit Road Markings

(3) Debiting (IU-Cashcard)
Road Markings

(4.1) Verification
Road Markings

(4.2) Capturing Photo (For Violation/Error Only)
1st Gantry Camera 2nd Gantry Sensor Radio Antenna
Radio Antenna
Road Markings

(5) Departure of Vehicle
Road Markings
50
Current projects
Completion and operationalize Circle line (TFTDS) - Taxi fleet tracking and dispatching system Mobile data terminals (MDT) in all our taxis Newer version of STARiS Implementation of Organization vide Knowledge Management System
Future expansion of MRT
Thank You
KPIs for MRT & Bus Services

SMRT Analysis

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Group 11

Introduction Background Information

Key Financial Information

Leader in the worlds rail Industry in train service quality

Growing revenue from retail, Advertising and Consulting services

Dominant rail Operator in Singapore with 23 yrs operating Experience

Second largest Taxi operator in Singapore with 3000 Taxis

Mission, Vision & Core Values

SMRT Trains Ltd

SMRT Buses Ltd

Share Holding Pattern

License and Operating Agreement

Critical success factors

Network Span -Seamless travel across wider network

Industry Drivers in Singapore

Key Performance indicators

Industry Ratios : -KPI

Industries Ratios -comparisons

Source: CoMET awards, 2010

Energy Usage benchmarks

Source: CoMET awards, 2010

Key Challenges faced

Initiative for physically challenged or less mobile people

RFID Implementation for SMRT

SAP Implementation for SMRT

Sensors for ERP systems

Unique Selling Proposition

Seamless service to Customers

Increasing Ridership Trend Expansion of RTS Network Growth in Industry

LTA as Central Bus Network Planner

Increasing share holder value

Grow non fare revenue and profitability

Overseas expansion opportunities

Ticketing and Fare Collection

Operation and Strategy Alignment

McFarlans Strategy Model

Systems Engineering Approach

Signalling Control Power Communications Trackwork Fare Systems

Design Review Type Testing Testing and Commissioning

Past Successes in IT implementations

Technology Introduced on MRTs

Moving Block Signalling with Computer Based Interlocking

On Board CCTV transmission

ISCS System- System Central Control

Operation Control Centre

Depot Control Centre

Passenger Service Centre

Contactless Smartcard for Bus

Commuter flashes Farecard at Bus Exit Processor (BXP) when alighting

GPS to track Bus location to determine Improves Boarding fare stage

EIFS System Overview

Operator Central Server

Operator Central Computer

Operation of ERP system

In Vehicle Unit Road Markings

Operation of ERP system

In Vehicle Unit Road Markings

Operation of ERP system

Operation of ERP system

Operation of ERP system