Currently, Go-Ahead runs over a billion passenger journeys per year on their bus and rail services, which help make it one of the largest operators in London. The group reportedly services around 30% of all UK’s train passenger journeys.
DOVU is now set to roll out its blockchain-based rewards platform — which uses a native ERC-20 token, DOV — on Go-Ahead’s widely-used Thameslink and Southern Rail services. The crypto-powered incentivisation scheme will reward members for sharing their travel data, with a focus on the first and last leg of commuters’ journeys.
Krasina Mileva, the COO & Co-Founder at DOVU states:
“Data is the oil of the new economy and transport users are being incentivised to share their data in a responsible way. The result is a win-win for consumers and corporates: actionable data that can boost efficiencies and improve services.”
Blockchain is absolutely a perfect fit for Go-Ahead group for many reasons:
- Obtain rich customer data set
- Reward customers for their data
- Improve the customer experience
- Allow secure, real time rewards
- Increase loyalty
- Change customer behaviour
As for DOVU, this couldn’t have come at a more perfect time! In October 2017, DOVU raised a total of 20,000 Ether (ETH) (approximately $6.2 million) in its token sale, but the token value has followed the same downhill path as most others with a peak in Jan 2018 and now almost bottoming out:
The potential for this partnership to increase demand for DOVU is outstanding – over a billion passenger journeys per year, with each rider habitually using their transportation card and interacting with the program. The data, the demand, the daily interactions are enough to have all stakeholders falling over themselves.
However, it’s going to take a lot to turn the DOVU ship around as they obviously haven’t be able to fully detached from the negative stigma surrounding utility tokens. DOVU need to ensure this pilot is a success because there’s no better way to prove that the token has utility and the tech is there to support it in a meaningful way.
I do think this is a good quality partnership and project, and if the pilot proves successful, it could lead to many exciting changes within the mobility industry and also the DOVU token value.
Stacey Lyons is the Marketing Director at Loyalty & Reward Co, a leading loyalty management consulting agency based in Sydney. Stacey has years of experience within loyalty, marketing and eCommerce across multiple channels and business models. Most recently, Stacey has been managing the investor, member and retailer communications for blockchain loyalty company EZToken Rewards.