Making better business decisions with O2 Smart Steps

The Challenge

Bidding for a new franchise, the UK rail operator wanted to challenge the traditional model for transport planning and deliver a bid with a powerful picture of the potential route that reflects changing passenger patterns.

The Solution

James Cohen says "Smart Steps allowed us to pick and choose the elements we wanted in a simple and user-friendly way. We have numerous disparate sources of data about passengers and travel but Smart Steps shows us what’s currently happening in the market and provides new insights. It brings together sources which are either difficult to useor incomplete. Mobile data is more comprehensive with a much larger sample size."

"We can use the data to validate models based on real observations in a way that helps us challenge traditional opinions and deliver a significantly better service. It brings everything together in a way that we can use and helps us make better decisions. Smart Steps is going to be key in improving efficiencies."


"There are quite a few services on the market that can provide data, but we required a service that could match what we needed with the right level of detail, within our tight timescale – and within a reasonable budget", James Cohen, Rail Franchise Bid Manager, First TransPennine Express

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