PUBLIC TRANSPORT SYSTEM PRODUCT DEVELOPMENT AND MARKETING GUIDELINES FOR A SOUTH AFRICAN URBAN AREA

PUBLIC TRANSPORT
SYSTEM PRODUCT
DEVELOPMENT AND
MARKETING GUIDELINES
FOR A SOUTH AFRICAN
URBAN AREA
Prepared By: Friedrich Chitauka
For: Dr. Wayne-Duff Riddell
& Assoc. Prof Roger Behrens
A MSc. Engineering (Transport Studies) Case Study

PUBLIC TRANSPORT SYSTEM PRODUCT DEVELOPMENT AND MARKETING GUIDELINES FOR
A SOUTH AFRICAN URBAN TRANSIT SYSTEM
Friedrich Chitauka | Contents i
Contents
List of Figures.......................................................................................................................................iv
List of Tables .........................................................................................................................................v
Acknowledgements ..............................................................................................................................vi
Abstract...............................................................................................................................................viii
Terms of Reference...............................................................................................................................x
1 Introduction................................................................................................................................1-1
1.1 Motivation............................................................................................................................1-1
1.2 Objectives of Guidelines......................................................................................................1-1
1.3 Limitations and Scope..........................................................................................................1-1
1.4 Plan of Development............................................................................................................1-1
2 Context........................................................................................................................................2-2
2.1 Status Quo............................................................................................................................2-2
3 Product Definition......................................................................................................................3-4
3.1 The Key Deliverable............................................................................................................3-4
3.2 Public Transit Systems.........................................................................................................3-5
3.2.1 Rail-Based Public Transport Systems..........................................................................3-5
3.2.2 Light Rail Public Transport Systems ...........................................................................3-6
3.2.3 Bus-Based Public Transport Systems ..........................................................................3-8
3.2.4 Non-Motorised Transport Based Public Transport Systems........................................3-9
4 Integrated Public Rapid Transport Networks (IRPTN) ......................................................3-10
4.1 Public Transport System Components ..........................................................................3-10
4.1.1 Policy.........................................................................................................................3-11
4.1.2 Routes and Network.................................................................................................3-11
4.1.3 Infra-structure..........................................................................................................3-11
4.1.4 Operations ................................................................................................................3-11
4.1.5 Intelligent Transport Systems (ITS).......................................................................3-11
4.1.6 Marketing .................................................................................................................3-11
4.1.7 Financing ..................................................................................................................3-11
5 Service Planning.......................................................................................................................5-12
5.1 Legal and Policy Considerations........................................................................................5-12
5.1.1 Strategic objectives ....................................................................................................5-13
5.2 Land Use and Public Transit System .................................................................................5-13
5.3 Project Feasibility Study....................................................................................................5-14

Friedrich Chitauka | Contents ii
5.3.1 Demand Analysis.......................................................................................................5-15
5.4 Resource Mobilisation .......................................................................................................5-15
5.5 Transition and Integration..................................................................................................5-15
5.6 Evaluation ..........................................................................................................................5-16
6 Implementation ........................................................................................................................6-18
6.1 Key Infra-structure.............................................................................................................6-18
6.1.1 Capacity considerations .............................................................................................6-18
6.1.2 Bus Way Network......................................................................................................6-19
6.1.3 Coverage ....................................................................................................................6-19
6.1.4 Placement and Alignment ..........................................................................................6-20
6.1.5 Materials and Markings .............................................................................................6-21
6.1.6 Railway Network .......................................................................................................6-21
6.1.7 Vehicles......................................................................................................................6-22
6.1.8 Station Design............................................................................................................6-23
6.1.9 Station Capacity.........................................................................................................6-25
6.2 Traffic planning and Engineering ......................................................................................6-25
6.2.1 Commercial Speed.....................................................................................................6-26
6.2.2 Bus Priority Measures................................................................................................6-26
6.3 Passenger Information and ITS..........................................................................................6-28
7 Marketing and Communication .............................................................................................7-31
7.1 Social Engineering.............................................................................................................7-31
7.2 Brand Building & Awareness ............................................................................................7-31
8 Costs and Financial Considerations.......................................................................................8-34
8.1 Contracting Framework .....................................................................................................8-34
8.2 Fare Calculation.................................................................................................................8-35
8.2.1 Subsidy Structure.......................................................................................................8-36
8.3 Fare Collection...................................................................................................................8-37
9 Conclusion ................................................................................................................................9-38
9.1 Inadequate Public transport system and Facilities .............................................................9-38
9.2 Establishment of a customer-centred public transport is needed.......................................9-38
9.3 Prioritise Public Transport .................................................................................................9-38
9.4 System Information flow is critical....................................................................................9-38
9.5 Provision of staff training and security personnel..............................................................9-38
9.6 Determined and focused Marketing is essential.................................................................9-39
9.7 Financial Sustainability of System is achievable and important........................................9-39
10 Bibliography...........................................................................................................................10-40

Friedrich Chitauka | Contents iii

Friedrich Chitauka | List of Figures iv
List of Figures
Figure 2-1 Modal Split of South Africa Urban Areas..........................................................................2-2
Figure 2-2 Minibus Taxis parked by roadside (source: sabc)..............................................................2-2
Figure 3-1 Customer Focused System .................................................................................................3-4
Figure 3-2 Excessive Over-crowding on Train in India.......................................................................3-5
Figure 3-3 Churchgate Station, Mumbai during peak hour (www.skyscrapercity.com, 2013) ...........3-6
Figure 3-4 the Luas LRT System in Dublin, Ireland (Wikipedia, 2013) .............................................3-6
Figure 3-5 Integration of city greening initiative with LRT at-grade in Tenerife, Spain (Wikipedia,
2013)....................................................................................................................................................3-7
Figure 5-1 Coordinated Approach to Commuter Satisfaction ...........................................................5-12
Figure 5-2 Example of High Density Housing in Urban Area...........................................................5-13
Figure 5-3 Relative Capital Investment Cost Of Common PT Modes ..............................................5-14
Figure 5-4 Public Transport System Inter-modal Integration............................................................5-15
Figure 5-5 Commuter Decision Making Process...............................................................................5-16
Figure 5-6 happy multi-modal commuters.........................................................................................5-17
Figure 6-1 How much space is required?...........................................................................................6-18
Figure 6-2 Four Common Urban Area Forms (Left) and Typical Trunk-Feeder PT Service Network.6-
19
Figure 6-3 Median Busway Placement ..............................................................................................6-20
Figure 6-4 Example of a proposed curbside PT system for a section of Chicago, USA ...................6-20
Figure 6-5 Secondary Effects of Location of Busway.......................................................................6-21
Figure 6-6 Low Floor Bus in use in London......................................................................................6-22
Figure 6-7 High Floor Bus in Use in Johannesburg's Rea Vaya........................................................6-22
Figure 6-8 An IRT station, greened surroundings and signage .........................................................6-23
Figure 6-9 A bus stop with a full ticketing pre-purchasing facility, Zürich, Switzerland.................6-23
Figure 6-10 the relationship between operating speed (commercial speed), station spacing and
maximum speed..................................................................................................................................6-24
Figure 6-11 Typical Median Station Set-up.......................................................................................6-24
Figure 6-12 Bus Berth Configurations...............................................................................................6-25
Figure 6-13 London's iBus System Operation Schematic .................................................................6-27
Figure 6-14 A Passenger Information Display in use at the University Of Cape Town's shuttle stops.6-
28
Figure 6-15 an automated information and ticket booth....................................................................6-30
Figure 6-16 BRT Monitoring System and AVL Display (York, Ontario).........................................6-30
Figure 7-1 The ReaVaya Logo and its Branding on a BRT Bus........................................................7-32
Figure 7-2 the Rea Vaya Logo on Staff Uniform and a Temporary Ticket.......................................7-32
Figure 7-3 the Rea Vaya Branding on an IRT station in Johannesburg.............................................7-32
Figure 7-4 Suggestion box and Branded Form on Rea Vaya IRT .....................................................7-33
Figure 8-1 Fare Vs. Demand: An Inverse Relationship.....................................................................8-35
Figure 8-2 SASSA Debit Card used by Welfare beneficiaries ..........................................................8-36
Figure 8-3 On-board Fare Collection.................................................................................................8-37
Figure 8-4 Electronic Card based Off-Board Collection ..................................................................8-37

Friedrich Chitauka | List of Tables v
List of Tables
Table 3-1 Model Rail Systems & Capacities.......................................................................................3-5
Table 3-2 Model Rail LRT Systems ....................................................................................................3-6
Table 3-3 Model Bus Systems (Hidalgo et al 2010)............................................................................3-9
Table 3-4 A summary of MBT industry in South Africa.....................................................................3-9
Table 5-1 Strategic Goals & Outcome of the PT System ..................................................................5-13
Table 5-2 the Four-Step Model Summary .........................................................................................5-15
Table 6-1 PT Service Coverage LOS.................................................................................................6-19
Table 6-2 Commercial Speed and Reliability Targets.......................................................................6-26
Table 6-3 Operator Information Requirements..................................................................................6-28
Table 6-4 Commuter's Information Needs and Prescribed Mediums ................................................6-29
Table 7-1 IRT Target Groups and Communication Stages................................................................7-31
Table 8-1 Stipulated Contract Types for Municipal Authorities .......................................................8-34

Friedrich Chitauka | Acknowledgements vi
Acknowledgements
It is my humble honour to express my gratitude to the following people for their generosity with time,
insights and advice:
 Dr. Wayne-Duff Riddell
 Assoc. Prof Roger Behrens
 The Transport Planning Postgraduates at the University of Cape Town
You all deserve my sincere gratitude.

Friedrich Chitauka | Acknowledgements vii

Friedrich Chitauka | Abstract viii
Abstract
The rapid growth in South Africa’s urban population is having a negative impact on the quality of life
in metropolitan areas. This is because there is a lack of capacity in urban and municipal systems
including transportation networks and modes to cater effectively to these demands.
Intra-city travel is one the most evident manifestations of rapid urbanisation in South Africa; this is
seen by the prevalence of: traffic congestion, travel delays, air pollution, and high road accident rates
and poor quality of public transport.
The provision of Integrated Rapid Public Transport Networks (IRPTNs) as mandated by the national
government offers a means to mitigate the dire state of commuter transit and slow the consequent
environmental degradation by shifting from car dependant mobility to more efficient high quality
mass transit modes. However, establishing this new standard in urban commuting is challenging;
since public transport suffers from a very poor public image and surveys consistently show that public
transport users are dissatisfied by the service(Behrens & Jobanputra 2012).
A pattern begins to emerge .i.e. poor perception of and safety concerns about public transport prevents
choice user from utilising it while captive users are subjected to poor quality travel and facilities in
most areas. There is a historical context to this reality given that the Apartheid-Era authorities
primarily viewed public transit as a means to transport workers en mass to and from the urban fringes;
the legacy of this noted by the relatively longer distances that the urban poor have to travel to access
social amenities and economic opportunities.
The design and establishment of a new urban public transport system must ensure it addresses these
divergent needs. Therefore the IRPTN system proposed by the consultant will exhibit the following
characteristics when implemented:
 Comfortable and dignified travel experience .i.e. by selecting a fleet of robust and quality
vehicles.
 Passenger and travel information at every key stage of commute.
 Rapid and reliable transit .i.e. shorten travel times.
 Safe, Accessible and weatherproof bus stations.
 Strategic and aggressive marketing campaign.
 Universal access and Inter-modality.
Each characteristic addresses the needs and concerns of the commuters and when marketed to has the
ability to cause modal shifts among choice users overtime because even car travel cannot currently
march the level of service envisioned to be offered by this system. Every component of the system
that is recommended is aimed at reaching these objectives.
The guidelines hereby present more specific information of details of how to accomplish the
aforementioned characteristics in the IRPTN within the client’s budgetary limits. These guidelines are
formulated from legislative requirements, public transit manuals and best practice case studies of
IRTs being implemented in various cities around the world; faced with similar urban development
challenges.

Friedrich Chitauka | Abstract ix
“You and I come by road or rail but economists travel on infra-structure”
– Margret Thatcher, former British prime minister 1925 -2013

Friedrich Chitauka | Terms of Reference x
Terms of Reference
This report was commissioned by the Madiba-Berg Municipal Authority (not real name), therein the
client and compiled by TransAxion™ Transport Consultants herein the consultants. The brief from the
client was to deliver guidelines for a Public Transport System which will do the following:
 Attract at least 25% of choice users
 Be competitive with the private car mode
 Offer a high level of service to passengers
Based on the above information the consultants have compiled the following guidelines for an
Integrated Public Transport for the City of Madiba-berg

PUBLIC TRANSPORT SYSTEM PRODUCT DEVELOPMENT AND MARKETING GUIDELINES FOR A
SOUTH AFRICAN URBAN TRANSIT SYSTEM
Friedrich Chitauka | Introduction 1-1
1 Introduction
1.1 Motivation
South African urban areas are in the grip of a transport paradox. The rapid urbanisation rates and increasing
motorization levels which can be linked to a general trend of economic growth in urban areas has resulted in:
traffic congestion, increased levels of air pollution and deterioration in the quality of intra-city travel .
This document presents a response to the urgent need to address the above mobility challenges by developing
sustainable urban transport systems .These guidelines are based on currently established best practice in model
public transport systems around the world.
1.2 Objectives of Guidelines
The objective of this guideline document is to establish a framework which can be used to implement an
effective, relevant and customer-centred public transport system. In addition to this; the guidelines seek to:
 Promote the mobility of all members of the given urban population ; to ensure equitable access to
socio-economic opportunities for them.
 Deliver a quality public transport system with a high level of service to the users or passengers .i.e.
competitive enough to continue to attract increasing levels of ridership.
 Ensure that a sustainable transport system is implemented that caters to all forms of transport
including non-motorised transport rather than private car mode only.
 Ensure that the given local authority and/or municipality adhere to the National Land Transport Act 5
of 2009 (NLTA) with respect to provision of public transport services and infra-structure.
 Develop an inclusive transport system that recognises the disparities in ability to pay for commuting
among the urban inhabitants.
 Allow for efficient operations which implies setting up a financially viable publicly managed
transport enterprise; which needs minimal or no subsidy from provincial and national government.
The proper execution of these guidelines with reasonable consideration of the specific conditions of the given
urban area will result in the attainment of the aforementioned aims .This affirmation is been shown to be true
by successful examples of new public transport system design processes in developing countries.
1.3 Limitations and Scope
The development of a public transport system for the particular location was a multi-disciplinary exercise and
cross cutting across a broad range of political, economic and technical issues. Despite this fact the focus of the
reported guidelines focus on the planning, design outline, marketing and basic revenue collection of the given
urban intermodal public transit system. It is not a detailed design manual rather a basis for initiating the design
phase.
1.4 Plan of Development
This report begins with the context of the proposed Public Transport System and Network for the specific
South African city, followed by with some key definitions and case studies. An overview of the critical factors
and components of an integrated PT network is given; thereafter guidelines pertaining to each component are
elaborated in a systematic and sequential manner.
Special attention is given to the marketing strategy and some recommendations are made. An appendix is
provided with important reference data and figures used in the compilation of this document.

Friedrich Chitauka | Context 2-2
2 Context
The proposed urban public transport system is to be located in the city of Madiba-berg, South Africa. For the
purposes of this document Public Transport (PT) will be defined according to National Land Transport Act 5
of 2009(NLTA)(GCIS-RSA 2010).
Public Transport can be defined as a scheduled or unscheduled service for the carriage of passengers by road
or rail subject or not subject to contract for a fare or some form of reward. The guidelines reported in this
document are mainly concerned with scheduled services although some treatment is given to unscheduled
services in Section 7.5 “Transition and Integration”(GCIS-RSA 2009).
2.1 Status Quo
Based on the information from the client the municipal transport system is typical of South Africa’s urban
areas. This implies that private car dominated transport is predominate form of higher income groups while
the majority of commuter mostly from lower income groups are captive users of the paratransit services
offered by the mini-bus taxis and to a lesser degree buses and rail respectively.
Figure 2-1 Modal Split of South Africa Urban Areas
In summary the transport infra-structure and network is motor-centric .i.e. favours the private motor car with
marginal provision for mass transit and non-motorised transit modes. The current system is inadequate with
respect to basic universal access requirements and environmental performance benchmarks.
Figure 2-2 Minibus Taxis parked by roadside (source: sabc)

Friedrich Chitauka | Context 2-3
The disproportional nature of modal split and capacity has compelled the Client to redesign and re-establish a
new Municipality PT system to curb the negative effects mentioned above and maximise the potential benefit
of effective urban PT system.
It must be mentioned that any urban PT system built; which includes but is not limited to directly infra-
structure, vehicles, operators and procedures must adhere particularly to the National Road Traffic Act 93 of
1996(NRTC) especially vehicles and operators and National Land Transport Act .Furthermore to this other
the Local Authority (LA), System planners and operators must be aware of complimenting legislation such as
Basic Conditions of Employment Act 137 of 1993 and the National Rail Regulator Act 16 of 2002 among
others .

Friedrich Chitauka | Product Definition 3-4
3 Product Definition
3.1 The Key Deliverable
The main deliverable of these guidelines is a unified public transport system which can efficiently enable
multi-destination travel(Dodson, Jago; Mees, Paul; Stone, John; Burke 2011). This means that the specified
Municipal Authority (MA) will be able to establish a PT network whose components conform to stipulated
legislation of the Republic of South Africa; some which have been listed in Section 2.1.
The proceeding guidelines make a fundamental distinction between the public transport system and public
transport network. In this regard, the following definitions are put forward:
Public Transport System refers to the entirety of the physical infra-structure, mass carriage units like buses or
train wagons, information, management and technology that make the movement of urban commuters
possible. A public transport system envisioned for this city will be an amalgam of land transport modes which
is typically the case.
Public Transport Network within these guidelines is used to describe the spatial and temporal relations
between locations or nodes linked by the infra-structure of the transport system. Basically, it is the
connectivity or ease with which a commuter can navigate between places of desired travel within a certain
time frame(Dodson, Jago; Mees, Paul; Stone, John; Burke 2011).
Overall, the Municipal Authority’s effort must be directed at providing potential and captive commuters with
a high level of service (HLOS).This entails that customer satisfaction is implicit and a focus of the PT system
operations. The MA should be aware that the level of service offered by the PT system will affect the cost of
construction; operation and maintenance (refer to Section 9.0 “Costs and Financial Considerations”).
Figure 3-1 Customer Focused System
The importance of offering a high level is that system must as be competitive against existing modes and
currently preferred modes such as private motor cars. Hence, the delivery of a quality and comfortable PT
system which is aligned to customer need will eventuate in ridership gain from less efficient modes. This is
critical to systematically achieving the other objectives of the proposed PT system as outline in Section 1.2
“Objectives of Guidelines.”

3.2 Public Transit Systems
This section focuses on the reviewing the successes and challenges faced by municipal authorities around the
world in redesigning and improving their respective public transportation systems.
The unique economic, geographical, social and political contexts each city differs better each other and South
African cities as will be shown. However, there remain a number of similarities in challenges and lessons to
be learnt.
Firstly, in engaging in a public transport system planning exercise it is important to acknowledge that the
status quo of the transport system in any city evolves as a result of its historical and geographical constraints
and continues to transform in a negative or positive direction due to present socio-economic and
environmental realities. This is due to the fact the transport network needs to accommodate the above
dynamics.
In view of the given scope and geographical context of these guidelines(Section 1.3) which is the South
African city of Madiba-berg; this section will only review land transport modes .i.e. rail, bus, non-motorised
transport and light rail public transport systems:
3.2.1 Rail-Based Public Transport Systems
A Rail-Based PT or Heavy Rail can be defined as a system which transport passengers in specialised carriages
called rolling stock that travel along rails with full segregation from other types of land traffic(Griffin et al.
2005).
Table 3-1 Model Rail Systems & Capacities
System Name Location
Passenger Daily
Capacity
Headway Local Constraints
Tokyo Metro Tokyo Metro 40 million
(less than 6 secs
delay per train)
 Over-crowding at peak times.
Western
Railway(WR) Line* Mumbai, India 2.1 million 1.8 minutes
 Over-crowding
 Poor and inadequate infra-
structure
 Poor funding
 Terrorist attacks/security threats
New York Metro, New York City,
USA
4.8 million 2 – 3 minutes  Over-crowding
Le Métropolitain Paris
Metropolitan
4.5 million
n/a
 Over-crowding and safety
issues on some lines.
* The Western Line which is 60.6 km long is recorded as the busiest single segment of passenger railway
line usually operating at 2.65 times over-capacity .i.e. 14-16 persons per sq.-meter.
Figure 3-2 Excessive Over-crowding on Train in India

Figure 3-3 Churchgate Station, Mumbai during peak hour (www.skyscrapercity.com, 2013)
3.2.2 Light Rail Public Transport Systems
Light Rail Train (LRT) Systems are defined as rail based passenger transport which typically travels on fully
or partially segregated track along a road or street .It can be as alternative to the normal rail system also called
Heavy Rail (HR) see Section 3.2.1 “Rail Systems” or to compliment other PT modes.
It must be noted that it has lower capacity than Heavy Rail although its construction costs and operating are
lower. It is common in European countries such as England and Germany where relatively narrow road
reserves; limit mass transit options and operations(Griffin et al. 2005).
Figure 3-4 the Luas LRT System in Dublin, Ireland (Wikipedia, 2013)
Table 3-2 Model Rail LRT Systems
System Name Location Passenger Capacity(pphpd*) Local Constraints
Manila LRT Manila ,Philippines 60,000 Rapid urbanisation .i.e.
network expansion lags.
Various LRTs North America 4000(mean) - 13000 Under-utilisation
Casablanca Tramway North Africa
≈10,000
Relatively new(completed
Dec,2012)
8 LRTs England, UK ≈20,000(mean ridership)
*passengers per hour per day (pphpd)

Figure 3-5 Integration of city greening initiative with LRT at-grade in Tenerife, Spain (Wikipedia, 2013)
3.2.2.1 Lessons Learnt and Observations
Overall rail based systems especially heavy rail offer the highest capacity of all PT modes to handle large
commuter volumes. The major disadvantage is the relatively high construction cost and implementation time
frames which are usually 15 years from conception to completion.
Its variations such as LRT give a municipal authority the flexibility of bus services .i.e. by sharing limited
road space/reserve depending on level priority and segregation permitted to a specific rail mode. LRT systems
are comparatively cheaper than HR but offer capacity and performance between that of HR and the most
effective Bus-Based systems (refer to Section 3.2.3).Furthermore, they have been shown to have the ability; to
be operated sustainably above the threshold of about 100,000 daily commuters.
LRT can be used to enhance the urban scape rather than disrupt it; as is the case of Heavy Rail Systems,
which often “cut” through communities’ .This phenomenon, was used deliberately by Apartheid Era urban
planners to perpetuate race-based community separation.
Municipal authorities must remain therefore the cost/benefit of implementing any the system while remaining
aware of aforementioned negative effects.

3.2.3 Bus-Based Public Transport Systems
Bus-Based PT systems can divided into two groups based of their typical operation characteristics namely
structured and un-structured.
3.2.3.1 Structured
A structured bus-based service refers to bus public transport system that is publicly or privately managed to
provide the carriage commuters .It usually has a uniform system of fare collection and operates according to a
timetable along particular routes or corridors. This type of service is closer to the envisioned objective of the
National Government according to NTLA of 2009.
Structured bus-based PT systems are manifested in two forms the familiar ordinary bus service such Golden
Arrow (Cape Town) and Putco (Johannesburg, Pretoria) .These services are contracted by the respective
Municipal Authorities for periods of no less than 5 years from private companies.
The second and more recent manifestation is the Bus with High Level of Services (BHLS).The concept is of
BHLS is a more euro-centric term but can used to include PT systems such Bus Rapid Transit (BRT) as is
commonly called in the Americas and the rest of the world; but in essence both term imply the same elements
of systematic improvements of bus services and operating conditions to enhance the commuter travel
experience and emulate the mass transit ability of a rail system(Kerkhof & Soulas 2011).
According to the Public Transport Strategy and Action (PTS) approved by Cabinet in March 2007, the key
drivers’ of delivering quality public transport to South Africa’s urban centres are:
 Modal Upgrading .i.e. replacement of old and roadworthy Mini-Bus Taxi (MBT) fleet.
 Integrated Rapid Public Transit Networks (IRPTNs) this calls for the implementation of dedicated
Rail and Bus Rapid Transit corridors in a phased format especially in the six largest metropolises.
Based on the PTS ; it is clear that Bus Rapid Transit is the prescribed model for any Municipal
Authority(MA) to follow in implementing an integrated PT system in the form of IRPTNs. It remains that MA
planners and officials must adapt the BRT model as outlined in the “BRT Planning Guide” to their local
conditions.
The Table 3.3 Model BRT and Bus Systems shows some performance specifications from bus-based PT
which closely resemble the system envisioned for the city of Madiba-berg

Table 3-3 Model Bus Systems (Hidalgo et al 2010)
3.2.3.2 Un-structured
This type of bus operation is also called as para-transit. It is the most common type of PT throughout South
Africa. It is a profit driven business.
Table 3-4 A summary of MBT industry in South Africa
Mini-Bus Taxi Statistics
Characteristic State
Fleet age +10 years
Number of Operators ≈150,000
Licensed Operators ≈ 20%
Road Regulation Compliance Low
Capacity 14-16 passengers
Accident Rate 8.3% of road fatalities (arrivealive.com)
Headway Variable( Unscheduled)
The table above indicates the fact the MBT industry as it stand, fails as a primary public transport mode.
3.2.4 Non-Motorised Transport Based Public Transport Systems
Non-motorised Transport is general term referring to all forms of transport that which are not propelled by a
mechanized and combustion engine. The most common types of NMT observed around South African cities
are walking, bicycling, animal-drawn carts and other human propelled vehicles.
The provision of NMT facilities in most transport systems especially in developing countries is often
inadequate or non-existence. Establishing a functional inter-modal transport system requires that NMT
facilities should be designed for and integrated with the rest of the urban transport network and infra-structure.
The fact remains that every commute both begins and ends with an NMT mode. Hence it is an essential part of
accessibility of the urban network.

4 Integrated Public Rapid Transport Networks (IRPTN)
The basis of the next generation or “new wave” of public transport provision are Integrated Rapid Transport
Network (IRPTN)((Department of Transport) 2007).IRPTN are improved public transport networks which
include physical and operational components that enable them to have higher capacity, universal access, good
public perception and better performance than the existing transport system.
According to the PTS (2002), IRPTNs are mode independent and offer a total service quality package over the
entire user journey experience.
The following is a list of features found on some of the most successful Road-based Rapid PT systems:
Physical infrastructure
 Segregated busways or bus-only roadways predominantly in the median of the roadway
 Existence of publicly managed integrated “network” of routes and corridors
 High quality publicly owned and managed stops, stations, terminals and depots
 Enhanced stations that are convenient, comfortable, secure, and weather-protected stations provide
level access between the platform and vehicle floor
 Special stations and terminals to facilitate easy physical integration between trunk routes, feeder
services, and other mass transit systems (if applicable)
 Improvements to nearby public space
Operations
 Frequent and rapid service between major origins and destinations
 Ample capacity for passenger demand along corridors
 Rapid boarding and alighting
 Pre-board fare collection and fare verification
 Fare-integration and free transfers between routes, corridors, and feeder services

The above list is abridged from the PTS (2007-2020)
The other specification of the proposed system relating to marketing, its and financing are detailed in the
Sections 6.4,7, 8 and 9 respectively.
4.1Public Transport System Components
This section outlines and explains the main elements of the proposed urban system. The municipal authority
must undertake to achieve excellence in each of the elements and synchronise these efforts to ensure the PT
system is effective as a whole. Any formal transport system structure consists of the following key elements:
 Policy
 Routes and Network
 Infra-structure
 Operations
 Intelligent Transport Systems
 Marketing
 Financing
Below some general context of these terms is given as used in these guidelines(Lloyd Wright : Walter Hook
2007).

4.1.1 Policy
The legislation, strategic objectives and by-laws of the government (Refer to NLTA) and municipal especially
pertaining to land transport issues and urban development can be viewed as policy. It is essential that transport
policies disincentives inefficient transport modes such as private and encourage high capacity modes such
BRT and rail where appropriate(GCIS-RSA 2009)(GCIS-RSA 2010).
4.1.2 Routes and Network
A PT network is collection of regular routes. The route is a designated set of roads, streets or separate rights-
of-way in an urban area that a PT mode serves regularly. The term route is more commonly used for parts of
the network served by buses and line for rail modes and for portions where they overlap.
4.1.3 Infra-structure
Generally these are fixed physical elements of the urban PT system .i.e. IRPTN. They include but are not
limited to the bus or rail stations, terminals, interchanges, parking lots and NMT facilities. The infra-structure
is a vital part of any PT network because it is the interface the transport service and the passenger.
Improper and inadequate infra-structure is challenge face by many transport systems especially in developing
countries. It is often the source of bottlenecks in the PT system therefore extra attention should be taken in the
design and operation of PT infra-structure (Refer to Section 7.1 “Infra-structure Best Practices”).
4.1.4 Operations
Operations are the daily activities carried out by the PT systems’ employees and technologies to ensure that
the service objectives of the transport service are reached. Typical operations include driving of transit
vehicles, fare collection, customer care, maintenance and cleaning activities.
The effectiveness of operation translates into the performance of the PT system with regard to service
frequency, transit speed, hours of operation, ease of use to commuters and punctuality. This is the single most
important contributing factor to public perception and customer satisfaction with the IRPTN.
4.1.5 Intelligent Transport Systems (ITS)
This refers to a wide range of devices, processes and machines which use digital technology to control
monitor and communicate with the transport system.
They are especially useful in making PT operations efficient by allowing the bi-directional flow of real-time
information about the state of the PT system such as delays or incidents. In addition to allowing faster and
versatile fare collection by multi-purpose cards (Section 7.).
4.1.6 Marketing
Marketing can defined as a deliberate set of actions to make the public aware of the PT system and to enhance
its positive perception or image. As with any successful marketing strategy the awareness campaigns must be
customer –centred and emphasise the aspects of product, promotion and price.
It is critical for the proposed PT system to establish a unified and consistent brand throughout the system and
every phase of implementation. Innovative and relevant marketing platforms must be continually used
(Section 7.0)(Weber Erik et al. 2012).
4.1.7 Financing
This relates to cost of constructing and operating the IRPTN and the revenues it can generate within a certain
timeframe. The MA will have a limited number of financing options; the current model is dependent on
national government funding for project of this nature (Section 9 “Costs & Finance”). There are opportunities
for private sector involvement especially from a land development and retail perspective.

Friedrich Chitauka | Service Planning 5-12
5 Service Planning
The service planning signifies the initial stage of the set-up of our proposed IRPTN. It is an iterative process
and requires the involvement of multiple stakeholders and consideration of existing policy and local
conditions.
As illustrated below the PT system design must place the user as the focus and all other facilities and
operations must be coordinated to achieve customer satisfaction and ridership gains.
Figure 5-1 Coordinated Approach to Commuter Satisfaction
5.1 Legal and Policy Considerations
The PT system and specification must adhere to the law and technical specifications as set by the national and
provincial spheres of government. Therefore this calls for all actions, procedures and policies by MA and
appointed agents to be aligned with legislation such:
 Overall transport operations and network : NLTA #5 of 2009 and NRRA
 Public Transport Vehicle Specifications : NRTA # 93 of 1996
 Rail Related PT operations and safety: RSR Act of 2002
 PT Operators, Labour Relations and Condition of Employment: Basic Conditions of Employment Act
123 of 1993.
The aforementioned list of legislations is by no means exhaustive the MA must ensure that at least the all
implementation procedure are in line with these laws and must continually check for compliance.

5.1.1 Strategic objectives
As the government stipulated model for delivery of rapid public transportation; the IRPTN model must be
carefully adapted to suit the given municipal area’s particular PT needs and demands.
Some direction is hereby given in terms of the strategic objectives any south Africa MA must aim to attain by
2020 in Table 5-1 “Table 5 1 Strategic Goals & Outcome of the PT System”((Department of Transport) 2007)
.
Table 5-1 Strategic Goals & Outcome of the PT System
PT System
Characteristic
Desirable Outcome[Goal] Time-Frame
PT Network Coverage 85% of the urban population must have access to rapid public transit
≈7 years
(by 2020)
Accessibility All resident must be with 1 km of the proposed PT network
Travel Times All commute from origin to destination must be less than 60 minutes.
Service Frequency
PT service every 5-10 during Peak times and 10 -30mins during Off-
Peak.
NMT Network
Every metropolis must have at least 100km of NMT facilities such as
walkways, bicycle lanes and stations.
Universal Access 100 % access to PT for all with special needs and wheelchairs.
Overall LOS Car competitive, rapid and reliable.
Furthermore to these minimum strategic objectives; that would align the new PT system with the national
regulations regarding urban passenger transport. The MA will have to attract 25% of choice travellers which
means measures to encourage and enforce model shift should be pursued.
This means passive and active car restrictive schemes such as: parking lot limits, congestion charging and
public transport priority are should be built-in to the system. Typical Public Transport Priority guidelines and
measures which have been successfully applied in similar projects are detailed in section 6.1.
5.2 Land Use and Public Transit System
A concept called Transit Oriented Development (TOD) is strongly recommended. Many examples around the
world and literature on the subject indicate that for a municipality to extract maximum benefit and increased
PT ridership; it must ensure densification of housing and commercial development along PT corridors.
Figure 5-2 Example of High Density Housing in Urban Area
Source: (http://rightsofway.blogspot.com/2012_08_01_archive.html)
This means that mixed used developments must be actively promoted by modifying the municipal zoning regulations and
rates to accommodate the changes in the Public Transport System. It is a long term approach but can help the MA justify
Possible PT
stop locations

return investments faster, make PT efficient and encourage commercial investments around transit facilities(Federal
Transit Authority 2002).
5.3 Project Feasibility Study
This means a systematic evaluation of the positive and negative aspects of the proposed project with regard to
its viability in relation to a set of constraints.
During this stage of project preparation; the identification and selection of practical PT mode(s) or
technologies is an important outcome. The figure 5-3 shows the relative cost of various PT modes clearly
BRT is the most affordable Mass PT system though the more expensive offer higher passenger carrying
capacity(Barker et al. 2003).
Figure 5-3 Relative Capital Investment Cost Of Common PT Modes
Some other critical matters outcomes of this process:
 Approximate length or size of PT network
 Project Costing Estimates
 Estimation of Demand
 Determine benefit and positive externalities such: travel time reductions, cost saving ,property price
increases, and environmental emissions reduction
It is important that MA clearly document the above and uses credible source such like the National Household
Travel Survey (NHTS).These outcomes must be clearly communicated to the stakeholders and the public in
appropriate detail((Department of Transport) 2007).

5.3.1 Demand Analysis
The four – step model is recommended standard for determining the passenger demand on the proposed
system. The most important sequential steps are:
Table 5-2 the Four-Step Model Summary
Demand Analysis Step Source / Method Output
Trip Generation Latest version of NTHS, National/Provincial
Survey, Socio-economic Data
Number of trips by inhabitants
Trip Distribution Gravity Model O-D matrix
Modal Split National Survey Data, NTHS, Vehicle Register Percentage (%) mix of different
modes
Assignment Capacity Restraint(Manual Estimations) &
Software Packages
Users /Passengers per corridor
or route
5.4 Resource Mobilisation
It is also important the MA acquires the necessary resource and support for the PT system. The consultants
strongly advise of genuine and transparent process of public participation. This is a critical step as the MA is
able to validate findings from previous steps .i.e. Demand Analysis (Section 5.3.1).
In so doing requite resources such as the ones listed below can be allocated proportionally;
 Human Resources: technical expert e.g. transport planners and engineers, finance experts, marketing
personnel and operational personnel such drivers and security.
 Financial Resources .i.e. to be mostly sourced from national government.
 PT modal Mix capacity: an optimal split between types of PT modes and vehicle types to ensure
efficient operations given the bi-modal distribution (two daily peak periods) of urban commuting.
5.5 Transition and Integration
The degrees to which existing are integrated in the new PT system must be carefully considered. In view of
the current legal requirements it has been established that MBT based PT provision (Status Quo) will have to
be phased out.
Based on the experiences of the Rea Vaya®
(Johannesburg Municipality) and MyCiti®
BRT Systems: it is
essential that previous owner and operators (mostly drivers) are retained as operators of PT services to the MA
through concession and tender appointed private companies which they will own or co-own with the MA.
Figure 5-4 Public Transport System Inter-modal Integration
Nevertheless, opportunities remain for paratransit operations which have upgraded and approved vehicles; to
provide passenger carriage at the feeder level especially in earlier stages of the PT system implementation in
areas of particular sparse density or irregular travel patterns. This can be seen as a hybrid rapid transit system.

5.6 Evaluation
The MA and consultants must assess the feasible and affordable alternatives in relation to predicted outcomes
for each. An objective criterion must be developed to analyse the alternative combinations of PT network
designs, modes and infra-structure.
Important considerations are the: Ridership, Cost and Customer experience and requirements. The decision
making process must carefully accommodated.
Figure 5-5 Commuter Decision Making Process
Ultimately, PT system must be customer centric because customer satisfaction will help maintain captive user
and increase ridership by attracting choice users from competing modes like private cars. This is a stated
outcome of this project (See “Terms of Reference, Pg.v”).

Figure 5-6 happy multi-modal commuters

Friedrich Chitauka | Implementation 6-18
6 Implementation
6.1 Key Infra-structure
This section will focus on the providing guidelines and recommendation for primarily bus infra-structure
because the envisioned PT system will be follow a bus-based IRPTN model; subject to certain minimum
requirements and national policy as explained in Section 5.
The main types of infra-structure as defined in Section 4.1.3 are hereby listed:(Lloyd Wright : Walter Hook
2007)
 Busways
 Bus Terminals and Station
 Bus Depots
 Traffic Control Systems
It is suggested that MA gives the following factors are the focus of deciding on infra-structure provision and
sizing of components in descending order:
 Demand or predicted utilisation of facilities by commuters, staff or vehicles .i.e. Capacity.
 Cost of construction and maintenance
 LOS to commuters; it is of particular importance that a high standard is achieved to ensure a car-
competitive IRPT system.
 Life cycle Costs and benefits of system which includes environment effects, urban regeneration and
not only financial expenses of materials.
6.1.1 Capacity considerations
Capacity is defined in the Highway Capacity Manual (2000) as the maximum hourly rate at which persons or
vehicle can be expected to transverse a uniform section of a facility under a fixed certain of conditions during
a certain time interval.
The Figure 6-1 “How much space required?” gives a quick indicator for planners for the space requirement for
mode. The numbers are based on data from projects implemented in developed countries and Malaysia.
Figure 6-1 How much space is required?
Based on data from: (http://transitmy.com/2011/03/12/is-greater-kl-ready-to-become-a-livable-world-class-city/ )
0
20
40
60
80
100
120
140
pedestrian bike bus brt car
2 7 9 12
121
AreaperTraveller(sq.meters)
Transport Modes
Space required per passenger for Each Mode
pedestrian
bike
bus
brt
car

It is important for the MA to determine maximum volume and utilisation rates of each type of facility using prescribed
methods (Section 5.3 “Demand Analysis”) and to allow for reasonable future growth in usage and urban development.
All facilities must be designed to accommodate peak flows safely while maintaining an acceptable LOS to users.
6.1.2 Bus Way Network
The busways network as defined in section 4.1.2 must reflect hierarchy among different modes and routes.
Applications of rapid transit network in: Northern, Western and Australian medium sized cities have
consistently shown that planning hierarchy in to the network will enable the PT service to achieve door-to-
door travel performance comparable or better than private car. (Nielsen,Mees)
This means MA must ensure that HOV modes such as BRT or BHLS are given priority in along PT network
and corridors by segregation from main traffic and bus signal priority especially at peak times.
6.1.3 Coverage
The issue is major consideration in design og the propsed PT system as coverage should be set as all areas or
dwellings within 800m of a bus station or IRPTN terminal(Refer to Strategic objectives Section 5.1).
Figure 6-2 Four Common Urban Area Forms (Left) and Typical Trunk-Feeder PT Service Network
The Figure 6-1 PT Service Coverage has indicators which can used to assess the accessibility of PT service the users and
potential users. Since this represents a disutility to the commuter it must be minimised as much as is reasonably possible.
Table 6-1 PT Service Coverage LOS

Thus, the MA must note that according to this scale it needs to aim to provide a LOS B at least; to conform to
current PT legislation in this regard.
6.1.4 Placement and Alignment
There mainly two options available to the MA in terms of busways. Examples of each scenario are shown in
Fig 6-3 “Median Busway Placement” and Fig 6.4 “Example of a proposed Curbside PT system for a section of
Chicago, USA”.
Figure 6-3 Median Busway Placement
Figure 6-4 Example of a proposed curbside PT system for a section of Chicago, USA
(http://www.transitchicago.com/assets/1/brt/1wab-curbside.jpg)
Each of the above configurations has distinct advantages .The Median Placement is the preferred option
because it provides clear identification for the BRT portion the IRPTN and good operational reliability. The
curbside placement would be advised for the feeder portion of the network.

The Fig 6-6 “Secondary Effects of Location of Busway” illustrates the role of PT service placement in
instigating modal shift towards the new PT system.It justifies the need for the MA to implement and enforce
busways(Lee et al. n.d.).
Figure 6-5 Secondary Effects of Location of Busway
6.1.5 Materials and Markings
This pertains to surface colouration of busways and actually surfacing of road way. Given the higher axle
loads and frequency of use specialised bituminous mixture or thin reinforce concrete must be sought within
the constraint of the project budget and local environmental condition.
Colouring of busways surface is recommended for two reasons: positive public perception of the rapid transit
brand and to create greater awareness to other road users of the systems designated spaces.
6.1.6 Railway Network
The principles of provision of Railway infra-structure remain similar to the bus-based IRPTN but may
require a process of land appropriation in some section like Gautrain project and underground service
relocation.
Opportunities exist for integrating modes where sufficiently high volumes justify the relatively high cost and
complicated process of rail construction.

6.1.7 Vehicles
All vehicles that are procured for the proposed PT system must comply with the provisions related to vehicle
on pneumatic tires in PART V of the Road Traffic Act of 1996(GCIS-RSA 2010).
In brief it address among other details and specification:
1. Maximum axle load for BRT buses particularly and all other approved vehicles
2. Dimensions of approved vehicle .i.e. max and minimum Overhangs
3. Maximum number of standing and sitting passengers
The procurement team of MA should familiarise themselves with these regulation and prepare tender
documents accordingly and ensure that PT fleet is maintained in roadworthy condition as stipulated by
regulation 128 to 148 in PART VI of the above Act.
In addition to regulatory requirement there should be compatibility between the vehicle chosen to a particular
route, the route’s infra-structure and the user demographic or profile.
IRT implies level or at-grade boarding to allow for universal access; for example high platform buses must be
used along trunk corridors where stations are most likely to be of such dimensions.
Figure 6-6 Low Floor Bus in use in London((National Transport Authority) 2012)
Figure 6-7 High Floor Bus in Use in Johannesburg's Rea Vaya

6.1.8 Station Design
IRT terminals and bus stations (in this case) are multi-purpose transit installations because they offer
opportunities for :
 Urban renewal and beautification
 Brand Reinforcement
 User information distribution and collection.
Therefore this section provides guidelines and some key considerations for the proposed IRT’s stations and
terminals.
Firstly, the Bus Rapid Practitioners Guide and PTS concur that IRT must be permanent structures; weather-
protected which are convenient, safe and universally accessible. According to the BRT Planning guide (2007)
the image projected by modern architecture of IRT stations can help win over new users by reinforcing the
perception of a new and effective PT system(Lloyd Wright : Walter Hook 2007)(Lee et al. n.d.).
Figure 6-8 An IRT station, greened surroundings and signage
Figure 6-9 A bus stop with a full ticketing pre-purchasing facility, Zürich, Switzerland.

6.1.8.1 Spacing
The exercise of station spacing and placement must seek to minimise accessibility cost or disutility to users
while maximising IRT operating speed. This is illustrated in Fig 6-8 which shows that the further apart the
stations the higher commercial operating speed (COS) that can be reached by the system(Lee et al. n.d.).
Figure 6-10 the relationship between operating speed (commercial speed), station spacing and maximum speed.
The relation between the COS and spacing means that along trunk the stations and terminal must be placed far
apart as possible but this can reconsider depending on the main arrival mode to the station. In areas where
pedestrian arrivals are common the spacing must adhere to PTS (2007-2020) stipulation of commuter areas
with a radius of no more 800m.
The type of Busways (kerbside or median) and urban population density must be carefully accounted for
because they determine the degree to which the arrival mode must be provided for .Fig 6-10 shows a typical
median IRT station set up designed for easy pedestrian access with grade separation from motor traffic. Such
infra-structure is required for areas found to have high volumes.
Figure 6-11 Typical Median Station Set-up

6.1.9 Station Capacity
The stations dimensions determine the number of passengers it can handles in comfort and safely with a time
interval.
Depending on the detailed service plan formulated to cater to the commuters by the MA; it is important the
infra-structure at each station can process both the passenger and the IRT vehicles otherwise it can lead to
queuing of bus at the station which is detrimental to system capacity .i.e. bottleneck.
The Bus Rapid Transit Guide and the BRT Practitioners Guide give detailed method of calculating platform
dimensions in relation to passenger numbers expected. Below in Fig 6-12 “Bus Berth Configurations”are
some multiple bay configurations especially for major nodes to allow for simultaneous loading of different
buses(Barker et al. 2003).
Figure 6-12 Bus Berth Configurations
6.2 Traffic planning and Engineering
This section outlines some critical operational recommendations relating to traffic planning and control.
Firstly, it is recommended that a IRT network hierarchy of routes is established; the following are categories
suggested:
 Premium / Trunk Routes mainly along highway or major arterials
 Core Routes on main urban roads
 Feeder Networks
Each of the above should have minimum operational standards such in terms of operating speed and reliability
targets which must clearly defined by the MA.

6.2.1 Commercial Speed
The commercial operating speed of the IRPTN is a critical parameter in ensuring rapid transit .i.e. reducing
travel times. The ability of the system to maintain relatively high and consistent travel speeds means its
reliability is improved .The following table is based on the highest feasible speeds of BRT systems such as
the TransMilenio®
(Bogota, Colombia)((worcestershire county council) 2007):
Table 6-2 Commercial Speed and Reliability Targets
Network Route Class Target Speed Reliability Target
Premium Route +35km/h 1 min deviation in bus
arrivals time
Core 25km/h At least a bus every 10mins
Feeder Route 20km/h Adjusted to local demand
6.2.2 Bus Priority Measures
The adoption of priority of PT services is important to ensure schedule adherence and punctuality of service.
These measures protect the reliability of the PT service from the delays caused by traffic congestion and
traffic signal delay.
Below are some applicable techniques for achieve public transit priority:
Passive Priority Techniques these refers to minor adjustments that must made to traffic signal timings such a
general increase in green times for PT operations along routes and minimising phases to guarantee a slight
bias toward public transport modes.
Active Priority Measures are more deliberate techniques such as dedicated bus lanes to separated buses from
mixed traffic. From a traffic signal point of view these include bus actuated or adjusted signal timings which
advance or increase the green phase of the signal when a bus or tram is detected.
Real time Priority are linked a system of ITS technologies such as Automatic Vehicle Location(AVL), GPS,
Radio Frequency transmission and Vehicle Actuated Signal which take the buses schedule and other vehicle
into consideration therefore signal priority is only given when bus is running late.
This can operated from a central control centre e.g. Traffic Management Centre (Goodwood, Cape Town) or
by the driver like London’s iBus System illustrated in Figure 6-13 below.

Figure 6-13 London's iBus System Operation Schematic

6.3 Passenger Information and ITS
Intelligent Transport Systems as described in Section 4 have a broad range of applications in IRPTNs .The
transit information is a vital part of the system. Some of the readily applicable areas of this PT system are:
 Traffic control and management especially in terms of Bus Signal Priority (BSP)
 Passenger Information and communication in through various forms like Passenger Information
Display (PIDs).
This section on the passenger information systems (PIS) will provide guidance on the type of data and
information that should be disseminated and in some cases be obtained.
Figure 6-14 A Passenger Information Display in use at the University Of Cape Town's shuttle stops.
Source: (https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcS6bdjsDMjZYQLpKzE_F6PbyJbcQjohuF768nWzddBSfe7EDJtM)
Fundamentally the MA must satisfy the commuters need to know the following information shown in Table:
Table 6-3 Operator Information Requirements
PT Parameter of Interest Measure Recommended Media
Reliability - Timetable, Route Maps and Monthly Reports
Frequent service
Headway(mins) Timetables :
 In brochure form
 Website and electronic platforms
 At bus stations and info kiosks
 PIDs
Safety and cleanliness - Advertising and marketing through appropriate
medium e.g. radio and television about security
measure and hotspots.
Service hours - Timetable and Regular Advertising
Cost and savings Fare Price(ZAR) Timetables and Route Maps
The MA must recognise that the commuter’s first interaction with the PT is the information about the system
and therefore makes a decision whether to proceed with using the IRT based on this. Hence, it presents an
opportunity to promote the IPTNs image and win over choice users and increase LOS for regular users.

The commuter experience and information requirements can be summarised in the Table 6-3 “commuter
information need and prescribed mediums” below:
Table 6-4 Commuter's Information Needs and Prescribed Mediums
Trip Stage Information Required Recommended Medium
Pre-Trip
 Service times and operating hours
 Service Frequency: when?
 Coverage: where does it go?
 Price: fare or how much?
 Periodical
Brochure
 Route Maps
 internet
 Cell-phone
Apps/Widgets
Departure Node/Station
 Service Frequency: when is the next
bus?
 Punctual (Real-time): is it delayed?
 Bus number: is the right bus?
 PIDs
 Bulletin Board
 Cell-phone
Apps/Widgets
During Trip
 Trip duration: how long to destination?
 Expected time of arrival(ETA)
 Location relative to destination.
 Information of connecting service .i.e.
for transferring commuters.
 On-board PID and
VMS
 Cellphone
technologies
Destination
Node/Terminal
 Availability of connecting service?
 Travel information of area? E.g. car or
bicycle rentals.
 Route Maps
 Information Kiosks
 Cell-phone
Apps/Widgets
Universal Information; It is essential that all the above information made accessible to all commuters
including the disabled commuters by using multiple channels of communications such audio ,visual and
tactile(blind).For example voice notification of stops along routes to help blind passengers.

Figure 6-15 an automated information and ticket booth
Source: (http://www.hudsonvalleytraveler.com/images/kiosk.jpg)
It is strongly advised that MA establishes a common standard for all forms of communication to ensure
uniformity in the brand identity and recognisability among users. From the PT operators perspective the
critical information needed is summarised:
Information Required
Recommended Collection
Frequency
Method of Collection
Customer Satisfaction Monthly or at least Quarterly
 Surveys & Questionnaires
 Suggestion Boxes
Safety and Cleanliness Monthly
 Police Crime Statistics & Customer
Complaints
 Service Hotline for reporting
Service Usage/Demand Daily
 Ticketing Sale Statistics from kiosks &
vendors
 Workers Feedback
Revenue Collected Daily
 Ticketing Sale Statistics from kiosks,
vendors and ticket machines.
Resource Utilisation At least Quarterly  Workers Feedback
Figure 6-16 BRT Monitoring System and AVL Display (York, Ontario)
The consultants further advise the installation of Automatic Vehicle Location (AVL) systems to help the real-
time location, incident management and communication of PT vehicles schedule adherence.

Friedrich Chitauka | Marketing and Communication 7-31
7 Marketing and Communication
The continued increase in private car ownership particularly in urban areas can be attributed to a steady
growth in income levels and aggressive marketing by car manufacturers and retailers. This means that a clear
and strong marketing strategy is a critical component of the proposed PT.
7.1 Social Engineering
The MA firstly recognise that overall PT suffers from negative perception by the public but this pessimism is
reversible through a consistent and innovative marketing and brand building exercise to achieve;
 Obtain political support from government and community representatives to secure project funding
and approval.
 Increased ridership of BRT and feeder services by attracting new commuters from competing modes
like private cars especially when implemented. This system must attract up to 25% of choice users.
 Maintain existing users thus informing about the systems changes and dissuading them from shifting
to private car use.
The primary objective of this marketing strategy is to instigate modal shift to IRT by enhancing positive
perception of PT among all members of the public.
7.2 Brand Building & Awareness
The initial step in marketing the IRT brand is to identify the target market and clearly define the core values
and benefits of the PT service. From the Section 8.1 above the following target groups emerge:
Table 7-1 IRT Target Groups and Communication Stages
Target Group Critical Communication Stage
Government officials, politicians and
community representations.
Project inception and preparation.
Potential Existing and/Captive users Throughout IRT project implementation process
Choices users Project inception and launch.
The brand awareness and building process can divided into four categories base on a survey of best practices:
 Product Differentiation
 Value and Service Actualisation
 Brand Establishment
 Image and Brand Consistency
Product Differentiation simply means that the MA and its representatives must define the core values on the
new PT system and its advantages over conventional modes. These values include rapid, reliable, convenient,
safe, informative and comfortable transit service. Every aspect of the IRT system must therefore embody these
values from staff, plans, procedures and operations.
Value and Service Actualisation means that the MA’s planning teams, staff and eventually operators must
deliver the promised quality service and endeavour to march or exceed customer expectations. This includes
among other matters; transparency and promptness in responding to queries about system and awarding of
tenders relating to project.
Brand Establishment means that the major elements of the IRT system must leveraged to act as platforms to
communicate persuasively to the commuters and potential users. These elements are the IRT’s vehicles, staff
and infra-structure e.g. busways, stations and terminals.

This means the IRT’s unique name; logos and associated graphics must be used appropriately to mark
roadways, stations, terminals and advertisements to emphasise its superior quality of service from other modes
and promote a positive awareness. This point is illustrated in the Figs 8-1 to 8-3 below.
Figure 7-1 The ReaVaya Logo and its Branding on a BRT Bus.
Source: (http://www.ens-newswire.com/ens/feb2011/20110217_reavaya.jpg)
Figure 7-2 the Rea Vaya Logo on Staff Uniform and a Temporary Ticket.
Source: (http://blogs.timeslive.co.za/hartley/2009/08/31/rea-vaya-taxis-adopt-duh-strategy/)
Figure 7-3 the Rea Vaya Branding on an IRT station in Johannesburg.
Source: by Maneno.org from (http://thecityfix.com/blog/rea-vaya-on-the-move-in-joburg-south-africa/)

Service Image and Brand Consistency this means that all branding and marketing associated with the IRT
must be uniform and integrated into the urban landscape to enhance the aesthetics of both the system and
surrounding environs.
The MA marketing and user information systems must adhere to common standards for fonts, colour schemes
and design elements to ensure the users and public quickly associate such materials with the positive values of
the IRT. This will help make recognisable and for the public to seek association with and take ownership of
the brand.
Generally, all information and marketing tools such as route map, timetables and brochures must aim to be:
 User-friendly which means they must be easily understood by user of all ages, ability , literacy, level
and language especially in south Africa’ s multi-ethnic urban context. Furthermore user information
must be placed strategically at decision points such as bus stops, interchanges and in vehicles.
 High Quality: the materials used should be robust enough to withstand local conditions without
needing excessive maintenance regimes and vandal proof.
 Public Engagement: the consultant and client need to provide for effective systems of customer
feedback and participation. This is to ensure the message is reaching the target groups and also to help
the MA to be responsive to commuter requirements as they change with time.
Figure 7-4 Suggestion box and Branded Form on Rea Vaya IRT
In addition to conventional channels of communications such as multimedia advertising and community
forums. New and innovative ways of engaging younger users (14 – 27 years) must be actively sought and
used. These mediums include the internet and electronic social networks like Facebook©
and Twitter©
which
are cost effective ways to reach wide audiences and relay real-time information.

Friedrich Chitauka | Costs and Financial Considerations 8-34
8 Costs and Financial Considerations
This is the final section of the guidelines and it deals with the financial aspects of the IRPTN .It is envisioned
that the majority of the capital costs of initial construction of IRTN infra-structure will from PTIF and
National Government grants.
8.1 Contracting Framework
The NTLA in Chapter 5 sections 40 to 45 mandates provincial and municipal authorities to integrate PT
services into larger publicly managed services and appropriate contracted services .i.e. paratransit operations
such MBTs under the authority of respective Local Municipal Authorities.
Furthermore to this; the NTLA has empowered the MAs to the contracting authority for the metropolitan
IPTN services. Therefore can enter into the following contract types:
Table 8-1 Stipulated Contract Types for Municipal Authorities
Contract Type Maximum Tenure
Recommended Acquisition
Method
Negotiated Contract
(NTLA Ch.05,Section 41 a & b )
12 years Tender*
Subsidised Service Contract 7-12 years Tender / Pre-qualification*
Commercial Service Contract 7 years Tender*
*former taxi owners and operator must have a majority stake in IPTN operations through by allowing
them to tender through their formal private entities.
The consultant hereby recommend that in addition to the usual contract specifications of route networks,
vehicle conditions and fares the contracts for operations of IPTN routes must include a system of incentives
for exceptional performance ,customer service and penalties for failure to comply with specifications.

8.2 Fare Calculation
There five main fare calculation options available to the MA and each have its own distinct advantages and
disadvantages. The common PT fare types are;
 Free Fare
 Flat Fare
 Distance based Fare
 Zonal Based Fare
 Time Based fare
Free- Fare can help achieve the social equity goals of the MA but it may negatively impact the financial
sustainability of the system by making it totally dependent on government subsidy; this would make the
IRPTN vulnerable to political interference and agendas. It is therefore recommended it be limited to feeder
service in particular low income areas to promote access to IRT trunk routes and terminals.
It is the option most likely to instigate large modal shifts as has been reported in the case of the Belgian city of
Hasselt which managed to accomplish a 1000% spike in ridership and 25% of these new users were attracted
from private car mode.
Flat Fares can help commuters from the fringes of the metropolitan who are typically from lower income
groups have to make the longer commutes to access social amenities and economic opportunities. Therefore
the flat fare can act as a cross subsidy among income groups.
Distance based Fare is the most favourable to achieving financial sustainability of the proposed IPTN system
.i.e. it allows for cost recovery given that cost of operation is proportional to the distance covered and
frequency of service. This system penalises those who live further from economic activity hubs such as lower
income groups who tend to live on the outskirts of the municipality.
Zonal Fares are widely accepted to be simple for the user since it is effectively a flat fare within intra-xbut it
carries the disadvantage of penalising those who live far from economic opportunities or on the Zonal
boundaries.
Time based fares can help effect TDM by discouraging users to travel during peak times and has been applied
with some degree of success in the Transantiango™ and TransJakarta™ systems. Since the fare varies
according to peak and off-peak times. As illustrated by Fig 9-1 as the fare increases the demand reduces which
implies ridership decrease with or without organisational changes.
Figure 8-1 Fare Vs. Demand: An Inverse Relationship

Based on the available options it is highly recommended that feeder routes in lower income areas apply a free
fare and a distance based system which is partly balanced for to accommodate commuters from the
municipalities’ peripheral areas.
In determining the actual fare to users the consultant prescribes the concept of a technical fare which is the
actual cost per commuter of providing the service. The technical fare is the sum of the following main
components and divided by the projected users of the IPTN but can be expanded to suit the specific final
arrangements of operators’ remuneration:
 Total estimated operational costs for truck operators: this must be based on the total kilometres
travelled by operators.
 Feeder operator: this can be based on number of passengers using service daily.
 Fare collection costs
 IRT Administration costs
8.2.1 Subsidy Structure
The IRPN has to balance the need to financially sustainable and viable with the need to address the legacy of
Apartheid town planning polices and social inequality; these realities frame the context of service delivery in
every South African urban area. The consultants recommend a system of passive user differentiation.
In view of the fact; that electronic payments system will be used on this IRT. The consultants suggest the
integration of the South African Social Security Agency (SASSA) Card with the IRT fare collection so that
users get a specific discount or subsidy on fare possibly 20% to 80%.
Therefore the system will be able to differentiate fare paying ability of a particular user especially those from
the lowest income segments in a discreet manner.
Figure 8-2 SASSA Debit Card used by Welfare beneficiaries
http://www.sassa.gov.za/images/gallery/NEW%20CARD%2005%20MARCH%202012%20P.jpg.ashx
The application of this system of passive user differentiation can help reduce the financial burden of catering
to low income users by sharing the subsidy among the SASSA ,MA and Provincial Government in
proportions still to be negotiated.

8.3 Fare Collection
The primary objective of the fare collection must be to achieve integration of modes in the IRPTN, ease of use
and financial integrity of the fare collection process. There a wide range of on-board and off-board fare
collection systems.
The use of electronic fare collection systems is hereby recommended. In the design of the IRT a priority must
be given to the use off-board fare collection. This is because it offers the best performance in terms of
reducing passenger processing times hence reducing dwell times. The also reduce the occurrence of fare
evasion and collector dishonesty.
Examples of fare collections systems are shown in the Figures below.
Figure 8-3 On-board Fare Collection
http://www.emlines.com/index.php?option=com_content&task=blogcategory&id=93&Itemid=109
Figure 8-4 Electronic Card based Off-Board Collection
http://images.avisian.com/mdt_border_small.gif
Provision of electronic fare collection systems implies that stations will have a closed design (see Fig 8-3 and
Section 6.1.8 “Station Design”) though this may be more costly in initial phase it offers better comfort and
safety to passengers. Ultimately, it reinforces compliance with the government’s model for PT as stipulated in
the PTS (2007).

Friedrich Chitauka | Conclusion 9-38
9 Conclusion
Based on the foregoing information and recommendations, the following set of conclusions can be drawn:
9.1 Inadequate Public transport system and Facilities
The current state of public transport and urban mobility in the given municipality is unsustainable. Public
transit facilities in many areas are rudimentary if non-existent. There is a lack of provision for the disabled and
senior citizens. In addition to these factors; poor road safety record of public transport carriers especially mini-
bus taxis have contributed to making mass transit modes undesirable to customers.
9.2 Establishment of a customer-centred public transport is needed
The establishment of quality customer-centred public transport system in the form of an IRPTN is needed for
this municipality. This means that with proper operation of the proposed IRPTN the passenger travel
experience will be improved because the will have rapid travel .i.e. shortened commuting and waiting times ;
they will also be able to comfortable and secure facilities which are accessible to them.
These aforementioned features will made public transit a viable alternative to private car travel which is less
efficient and exacerbates the traffic congestion, travel delays, air and noise pollution which are endemic in the
city. This coupled with car restrictive measure such as reduction in inner city parking and instituting
congestion charging in the worst traffic delay zones or routes.
9.3 Prioritise Public Transport
The most feasible IRPTN model must be bus-based since this can be fully implemented within a 1- 5 year
time frame with phased roll-outs. This means that bus priority schemes such as segregated bus lanes, traffic
signal priority for late buses must be instituted; provision of associated inter-modal facilities for non-
motorised travel modes is essential.
This will help make PT modes reliable and rapid which can also increase the capacity of the system. This
implies that in association with other quality measures; modal shift towards PT can be instigated.
9.4 System Information flow is critical
Information about the system operation is going to be an integral part of this IRPTN. Information is vital part
of the system both for the operators and the users. The operators need to information like the accurate location
of vehicles, their state and customer requirements. This helps the operators make refine the network and adjust
the IRPTNs resource according to the evolving customer requirements.
Customers on the other hand need information particularly about their trips such as: availability of service,
price, frequency and route map. This helps users make informed decisions which can increase level of service
by decreasing waiting times at stops at stop and help to plan their commutes in the way that most suits them.
9.5 Provision of staff training and security personnel
Every aspect of the PT system must embody the core values it strives for which include: efficiency,
transparency, swiftness and customer care. Therefore, staff must be trained about customer service in addition
to their respective skills. It is important that staffs are excellent brand ambassadors as they are the human
interface of the system.

Friedrich Chitauka | Conclusion 9-39
Security personnel must be provided at all major stations and specific crime hot stops; free emergency phones
at smaller stops need to installed as part of the specifications during construction.
9.6 Determined and focused Marketing is essential
Marketing campaigns both passive and direct need to be formulated and implemented in parallel with the
construction of the IRPTN. The main purpose of this is promote the a positive image of public transport across
all travel socio-economic segments and stake holders such as government officials.
This effort will pay dividends as the promotion of and emphasis of the benefits of quality public transit is
likely to attract new users and retain captive user alike. Hence, marketing and brand building will translate
into increased ridership and revenues from the PT for the MA.
9.7 Financial Sustainability of System is achievable and important
A distance based fare calculation with subsidy measures on particular routes only is the most financially
sustainable solution. It offers a balance between service cost recovery and social equity objectives of the
system.
Electronic fare collection systems though initially costly are highly recommended from an information
collection point of view and to eliminate fare payment evasion and losses. Every measure should be taken to
enhance financial self-sufficiency especially to cover operational costs; to prevent a dependency on national
government even for daily system expenses.

Friedrich Chitauka | Bibliography 10-40
10 Bibliography
(Department of Transport), 2007. Public Transport Strategy,
(National Transport Authority), 2012. Bus Rapid Transit ( BRT ) Core Dublin Network, Dublin.
(worcestershire county council), 2007. Bus Priority Measures Best Practice Report November 2007,
Barker, J.B. et al., 2003. Bus Rapid Transit Volume 2: Implementation Guidelines, Transportation Research
Board.
Behrens, R. & Jobanputra, R., 2012. THE IMPACT OF TRAFFIC SAFETY AND CRIME ON TRAVEL
BEHAVIOUR AND ATTITUDES IN CAPE TOWN : A REVIEW OF EMPIRICAL EVIDENCE.
Dodson, Jago; Mees, Paul; Stone, John; Burke, M., 2011. The Principles of Public Transport Network
Planning: A review of the emerging literature with select examples.,
Federal Transit Authority, 2002. PART 3 QUALITY OF SERVICE CONTENTS,
GCIS-RSA, 2009. National Land Transport Act,
GCIS-RSA, 2010. NATIONAL ROAD TRAFFIC ACT 93 OF 1996. , 1996(November 1996).
Griffin, T. (Interfleet T. et al., 2005. HiTrans Best Practice Guide 4 Public Transport - Mode options and
technical solutions.,
Kerkhof, A. & Soulas, C., 2011. Buses with High Level of Service. , 0603(October 2007).
Lee, D.A. et al., Bus Rapid Transit Practitioner’s Guide,
Lloyd Wright : Walter Hook ed., 2007. Bus Rapid Transit Planning Guide third., Institute for Transport &
Development Policy.
Weber Erik, Ethan, A. & Aileen, C., 2012. From Here to tHere, (EMBARQ).

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