RTA & NOL Card in Dubai - Research Paper Example

The main aim of this report was to analyze the operations and working of RTA in Dubai and NOL card. RTA stands for “Roads & Transportation Authority” that is working for the purpose of carrying transportation projects and traffics standards and legislation in Dubai. As now Dubai is considered to be the most modern cities in the world. The number of travelers’ and visitors is increasing day-by-day so it is becoming important for the government of Dubai to pay attention towards it infrastructure facilities. The main agenda of the Dubai government is to work on their technology and infrastructure designed and facilities and for this cause working on roads, building, parking areas, buses, cars, taxi is highly important that needs to be taken care off. The government has given the responsibly to handle the working and operations of buses, roads, and parking areas to RTA. Not only this RTA is also responsible for the traffic signals, the rules and strategic planning of roads, buses, stations, etc in Dubai. NOL card is designed by RTA for using different modes of travelling and parking areas that are designed by RTA. RTA is consistently working to provide ease of travelling to their citizenship and to the people that travels and visits Dubai. For this cause, they have introduced different types of NOL card according to the need and preferences of the travelers. Not only this, but RTA has also introduced the Smart card that is more easy and reliable in use than other card and now RTA has also made agreements with the grocery markets and other stores and shopping outlets to use the NOL card for purchasing grocery items and others hopping items thus making the lives of their citizen’s more easy and comfortable. Executive Summary Road Transport Authority (RTA) was formed in November 2005 with the main responsibility of coming up with policies and strategies of transforming the transport system of Dubai. In an effort to achieve its objective RTA introduced the use of NOL cards in public transport system. This is a modern technology that uses a smart card to pay for public transport. These smart cards are of four types including red, silver, gold, and blue with each category tailor-made to fit certain category of clientele. The use of NOL card was recognized by the government as an important tool to modernize the transport sector to match international standards. This analysis used transformational part of Bruke-Litwin causal model of organization performance and change in order to identify the key elements that derived the need for change. The transformational elements as the change with NOL cards occurred in response to external environment shifts. RTA relied on experience from international experience of Oyster cards in UK, observation and also interview and sampling technique in order to determine the need for the introduction of the NOL cards in Dubai. Ideally, the card user needs to undertake a onetime registered before choosing the desired NOL card. Thereafter, the consumer can top up their card with Dh, 500, 100, 200, etc. Once registered, the card can be used to pay for services such as metro buses, Dubai buses, Dubai water buses and parking areas/zones of RTA. The use of NOL card has made travelling easier for the people of Dubai despite being faced by numerous challenges such as the use of expensive equipments and a lot of finances to install them. ROADS & TRANSPORT AUTHORITY: Formation: November 2005 Responsibility: planning and implementing policies and strategies related to traffic and transport projects. Vision: safe and smooth transportation facility for all. Mission: Providing sustainable transportation system, offering distinguish services to meet the requirements of their stakeholders through adopting innovative approaches and latest technology and formulating and implementing worlds-class services and standards for all. RTA PROFILE: Dubai has now become the modern and fastest growing cities in the world; it is now becoming its major requirement to provide infrastructure and latest technology to their citizen’s. The main goal of Dubai government is to provide high and advanced transportation and infrastructure facilities, for this cause, Roads and Transportation Authority came into being on 2005 which is held responsible for planning and executing policies and standards for traffic andtransportation projects, preparing legislation and setting strategic plans, constructingDubai Metro bus and high standards is the main objective of roads and development. NOL CARD PROFILE NOL is a Persian word, meaning “tariff” it has been used in UAE meaning “fare” but now this term is common.(Malik, I. 2010). It is a smart card that is used to pay public transport of RTA like travelling through Metro buses, water buses, for RTA parking in Dubai. (Wikipedia, n.d) Importance of NOL card: One can travel aroundDubai and pay for parking areas trough this single card, Don’t need to pay cash and worry about changes, Pay low cost and avail flexible transportation facilities, Enjoy new and latest services. Types of NOL card and Usage: Types of card Usage of cards Red It is a ticket that can be loaded with 10 trips & is used for one transport service. (e.g., only Metro or only bus) Silver A silver smart card that can be loaded with up to 500 dirham’s Gold It consists of features as the Silver Card, but with premium access to Metro Gold Class seats Blue A personalized smart card with money retrieval if the card is lost. Access to all transportation. RECOGNITION PHASE FOR NOL CARD As noted the mission of RTA is to provide sustainable transportation system. This entails the provision of distinguished services to meet the varied need of their stakeholders through adopting innovative approaches and application of modern technology. As such, the use of NOL card technology has proved important in assisting RTA achieve its mission objectives. Prior to the introduction of the card technology by RTA, the transport sector was faced with some challenges, which needed to be addressed. Travelers were expected to carry cash in order to pay for services offered by public transport system in Dubai such as the water bus, buses and Dubai metro, which is the latest addition to UAE as well as making payments to the prepaid parking zones. The use of NOL enables individuals to travel around Dubai and settle their parking charges by making use of a single card and also minimizes the long queues, which commuters use in order to make payment to obtain bus ticket. It also eliminated the bother of carrying cash around or the worry of getting the correct change. The NOL card enables flexible transfers across different modes of transports and enables commuters enjoy low cost fares (RTA, 2014). Further, the use of cards enables disintegration of fares for different concessions. For example, NOL blue card is for the people living with disabilities, students, and senior citizen. As such, the introduction of NOL cards is a revolutionary strategy, which RTA has employed to bring sanity and civilization in Dubai transport sector making it match international standards. This has reiterated the fact that public convenience is the main pillar of public transport transformation strategy of RTA in Dubai. Diagnosis Phase of NOL Selecting a conceptual model for diagnosis To limit and identify the key elements that derived the need for change, we focused on the transformational part of Bruke-Litwin causal model of organization performance and change Fig xx.x, the transformational elements as the change with NOL cards effected external elements to the organization of RTA, this change occurredin response to external environment shifts. Elements related to transformational change are mainly External Environment Mission and Strategy Leadership Culture Organization Performance Clarifying information requirements The following elements are identified as major items of information RTA required to diagnose the situation and assess if the change is possible and required to unifying all payments into one smart NOL card payment, as well as e-NOL mobile payment through NFC for all transportation services, and if the market is ready for this type of payment change. Elements Description External Environment Is the market ready for this payment change, is it legalized, are there security issues with virtual payments Mission/Strategy Does this payment change contribute and align with RTA mission & strategy, are there changes required to be done to become aligned Leadership Do leaders have a vision and inspiration to implement this payment change, are they willing to come one step closer to becoming an integrated smart city. Culture Is the payment change, accepted in this culture, how quickly will they adapt to it Organizational Performance Will RTA be able to meet the promises and launch a successful and secure smart card and e-wallet mobile payment through NFC Gathering information There are many ways to collect information on the use of smart card payment, and some of the methods RTA considered as part of the learning from other international experience of Oyster cards in UK as discussed in literature review, since we could not get access to this information particularly we are basing the below on RTA information gathering method for different projects as well as commonly used international practices to collect information, here are some of the methods we believe was used by RTA. Interviews and sampling of key segment users of the public transport services, with the help of a consultancy firm to conduct these surveys to find out how users feel and want on the issues of public transport payments and using smart cards for payment, are they ready to adopt this change and give away the traditional way of payment through cash. Also used the method of Observations to overcome common issues like reduce the long queue lines for payment, and issues related with carrying cash and having cash change. On the other hand unobtrusive measures were also considered as part of the issues with day-to-day operations at public transport that looked at improving efficiency by maximizing revenue, cutting costs, reducing complains, minimizing long queues for payment, and getting one step closer to smart city. Analysis The techniques used for analysis involves both qualitative and quantitative methods, in qualitative they looked at content analysis to summarize and categorize the information gathered from interviews to come up with meaningful results relating to issues like long payment queues, no change available, and to copeup with Dubai requirement to become a smart city. As for quantitative method, they used numbers and statistics to evaluate the situation, issues like cost and monetary value, time efficiency, number of cards to be issued or used, to be able to track the number of users, get exact figures on load on traffic to different destinations. Interpretation To identify what can be changed, we will focusonBruke-Litwin model from its transformational side, as this change is mostly related to the external elements to the organization. Form the figure xx.x we can say that for external environment the market was ready for this payment method change, and there was a requirement to change the public transport payment system to use the smart card payment and mobile payments, that will minimize issues like long queues, carrying cash, looking for change, coming a step closer to becoming a smart city, to align with the city leaders vision, there is even no need to carry the smart card for payment anymore, users can enable e-wallet payment through eNOL payment using mobile phones through NFC (Near Field Communication) to make the transaction payment for public transport. Figure xx.xThe Transformational Factors PLANNING STEPS OF NOL Study of market: The NOL card sales were recorded in past two years and the records of market were that market is being saturated and sales were going down, but it has surpassed the forecasts, this enables them to spread the use of NOL card in various services. (Al Mudharreb).1.2 Million cards of NOL were sold in 2011. Response of customers: Jason Q, (2012) responded that he has been using card for taxi payment, and added that it would be fair enough if this card is used for inter-city routes, that is from Sharjah. Sherryll Sanchez, (2012) show a positive response regarding RTA, and said that their services are good enough, and responded about the blue card that it is quiet expensive because one has to pay 100 dirham’s and takes one month. Althamash, (2012) responded a quiet negative response regarding the card security that it is the same as the card NFC which is a credit card via mobile in USA. Maravan, Deira, (2012) responded positively that this card has reduce shopping tension and meet the needs. Usage and Ease of Re-charging: The use of NOL card is quiet easy, one need to do is just ‘touch & go’. At the entry and exit gate of buses station like metro & water buses station simply tap the card on the card reader which is an automatically system. Security and Privacy: Keep the card in protective pouch, Check out to avoid getting over-charged, Ensure that blue card is not used by others, If NOL blue card is lost, than immediately ca; the RTA help centre to report the loss, Ensure that card have enough balance and charge. Avoid it from any damage or loss, Keep more than one card with you. OPERATION STRUCTURE OF NOL CARD Mohammad N, (2013) added that the payment of NOL card is now easier for the Dubai Commuters. The commuters can now top up their cards with the help of online system. This system is known as Mpaysystem that makes usage easier with the help of one click. The user of card needs to get them registered at mpay.duabia.ae and from there; they need to choose the desired NOL card from thelist stated. One time registration is requiredand than the consumer can top up their card with Dh, 500, 100, 200 etc. Dubai Water Bus Structure: User can use NOL card/NOL ticket for water bus, with AED 4. Can buy the red NOL card for marine riding that is located at water buses stations which is top up upto 10 trips. If silver, blue or golden ticket is used for riding water bus than add credit to e-purse. The maximum duration of trip is 3 hours. Paid parking meters Structure: Simply insert the NOL blue, silver, or gold card at the RTA parking meters. One can pay for paring by adding credit to e-purse and different charges are their fir different parking areas. The buying and topping up of card can be easily done through ticketing offices, through ticketing machines or through sales agents of RTA offices. These offices and machines are available are in any of the Metro bus stations, buses stops or in any of the popular places which includes shopping malls, parking areas or airports etc. NOL CARD USING AND IMPLEMENTATIONS & NOL CARD AND CHANGE MANAGEMENT CONCEPT The NOL card is being used for following services in Dubai, i.e: Dubai metro buses, Dubai buses, Dubai water buses, Parking areas/zones of RTA. The use of this card is easy, which is simply ‘tapping and going’;there is an automatic system at the entry and exit gates of buses and stations. For the riding at the buses, one need to be careful about the balance in the card fir the desired routes in which he/she is travelling, and place the card o the card reader and than passing through the gate. But one has to wait for the till the green-light beeps in the machine checker. For the parking areas, following rules has made that need to be implemented by users: Insert the card in the parking machine as directed, The balance will be checked by the machine, than Press ok after the balance has been checked successfully to purchase the ticket. The checking out implementations: Move at the exit gate of buses or stations, Insert the card on the card reader machine, Wait the light beeps and green signal is indicated, Pass through the gate when it automatically displays the cost of the journey according to number of zone one has crossed. It has 47 stations out of which 9 are under the ground, 2 stations are transfer stations, Total 87 trains, Travels 75 kilometers, Timing & days: o Saturday to Thursday: from 6am to 11pm o Friday: from 2pm to midnight o In Ramadan – Saturday to Thursday: from 6am to midnight & in Friday: 2pm to midnight           5 car trains that has the capacity of 643 passengers, It is split into 3 classes, one for women and children, silver class & gold class, It is luxurious and leader rating(gold class), Silver class is the combination of blue and greens, Trained wardens to accompany the passengers, Wheels chairs for special care passengers, Special care of pregnant ladies, elders and injured persons with special reserved seats, Variety of facilities like televisions etc.           Each stations has connection with buses, taxi pickup etc, Lifts is there where necessary and required, 1.5 km on average, there is located a station. 518 buses are in operation, The bus routes run after every 5-10 minutes, Air conditioning buses, Annoucements is placed on every routes, Special seats for special care persons, Enging runs that has a limitation of poulltant in the exhaust.           • All of the metro stations are also bus stations, • 68 bus stations.       • Air conditioned buses, • Capacity to carry 36 passengers, • 5 stops along Dubai Creek, • Commuter ferry runs every 10-20 minutes.           Now the RTA has added more value to NOL card. Absal, R. (2012) reported that RTA has made an agreement with the grocery stores and super-chain markets and malls for it usage in thesecentre. Satisfying more needs if the customers and making it easier for them to buyand purchasegrocery items and do make payments of shopping items with the help of just ‘touch & go’ technology. Now the NOL card will work as an e-wallet for the consumers to buy and make payment on shopping and grocery items other than the utilization of transportations services. RTA is getting the involvement of super-chain markets and shopping centers for their participation thus making the lives of their citizen’s more easy and flexible. NOL Zonal Fare Structure: Dubai consist of 7 zones. Each zones have metro busus, water bus and stations etc. joutney can be done according to different modes of transportaions according to the relvant zone. The cahrges will be paid at the end of the trip, according to the number of zone one has passed thorugh. For getting maximum of benefits, following rules need to be follwed by the users of card: FARE TABLE   Price (AED) Silver Card Gold Card Blue Card Red Ticket Short Trip (up to 3 km) 1.80 3.60 1.80 2.00 Within 1 Zone 2.30 4.60 2.30 2.50 2 Adjacent Zones 4.10 8.20 4.10 4.50 More than 2 Zones 5.80 11.60 5.80 6.50 Diversity of usage of NOL card: NOL card is generally used to utilize the transportation facility offered by the RTA in Dubai. But now the RTA has also created another use of NOL card with the name of SMART NOL card. This card is the same as previous NOL card which can simply be activated through the NFC SIM card in silver class. Its activation can be done through Smartphone that allow beginning the journey or trip of the user. The user places the Smartphone on the gate reader when starting the journey and then again placed the Smartphone at the end of the trip near the exit gate. The usage of NFC is simple, it only requires the smart phone therefore the user must ensured that their phone is charged and the required setting will be displayed in their smartphones. NOL CARD AND SWOT ANALYSIS Strength: With smart NOL card, one needs to carry only the phone not the physical card, NOL card has made travelling easier for the people of Dubai, With NOL card one don’t need to carry cashalong with it, Easy checking of balance and amount is made though this card, Timely travelling, Flexible hours of travelling, Air-condition buses and routes, and Children below 5 years old can travel free, The blue NOL card offers special discounts to students and elder citizenship, Can be use on all modes of travelling Remarkable services& bus stations; thus making travelling more comfortable. Weakness: High cost involved, Costly infrastructure used, Some people are not satisfied with it. Opportunities: Funds began to increase, More of the ridership, Changing consumer taste,need& preferences. Threats: Car-oriented citizenship, More population so limited resources Financial constraints, Facility constraints and locations. The NOL Card Implementation Phase The prevailing technologies and developments have transformed the globe and demanded the establishment of smart payment styles. The United Arabs Emirates is the only country where smart transformation has been implemented. In a bid to fulfil this, McNabb (2012) argues that the Dubai government has initiated changes in the payment method of the transport industry from the use of cash money to NOL cards through the Roads and Transport Authority (RTA). In regard to the theories of E and O, the NOL card implementation phase was as discussed below. Goals The goals of introducing the NOL cards were based on theory O, since they aimed at enlarging the operation and service of the RTA. They were to improve the capabilities of the organisation and transport services. These goals involved making the transport in Dubai easier to use, enhancing the initiative of establishing a smart city, increasing the usage of public transport, and introducing services with some added value to the commuters (Libo-on 2014). For instance, a person with the NOL card does not worry about the cash and currency present in the pocket, which makes it easier and convenient for the commuters, especially those picking taxis from the airports. This transformation was also in line with the vision of Dubai government targeting to change the city in a smart way. Leadership The theories of E and O were applied in the leadership of the initiative to change the transport payment model in Dubai. Therefore, the directions and orders of the transformation came from the government through the relevant agency. It included the taxi and public transport operators within the lower categories of leadership and engaged them through participation in the transformation. This inclusion of all people indiscriminately showed a collective involvement in the change. The implementation management of the new NOL cards is under the Roads and Transport Authority, which is the organisation giving an order on the activities to be performed. It provides the meters/devices for installation in the taxis, buses, and transport terminals (‘Roads and Transport Authority’ 2010). The meters are devices where the NOL cards are swiped to make payments. In the public transport services, the employees and the taxi drivers take part in the implementation by assisting the commuters on using the new technology. Focus The approach of theory E emphasises on the structures and system as the changes, and it is being administered and used widely by the RTA of Dubai in implementation of the NOL card. This new smart technology facilitated the installation of meters in buses, public transport terminals, and taxis. There was also a change within the system, since the transformation of the payment method does not force the commuters to attend the bus station and get tickets after paying the fare. Currently, a person pays in the bus or at the terminal when he or she boards the vehicle. The theory O was also used in the implementation of the smart payment of fare in Dubai. Focus was directed on the culture of the transport sector and the people using the public transport. This change focused on transforming the commuters’ culture of paying fares by cash to the use of NOL cards (Ahmed 2009). Process The approach of theory E to get a plan for the programme and establish it to enhance the change was used while implementing the transformation in Dubai’s transportation payment method. It started when the government of UAE planned to transform its cities before 2020, and the Road Transport Authority of Dubai provided the plans to make payments using the new smart technology. After introducing the plan, this organisation started to establish it through installing wireless meters where the NOL cards were swiped in buses, terminals and taxis. In this light, the transport agency in conjunction with the RTA chose Network International to be the payment provider where the two organisations were networked. The systems of RTA had to be connected with banks all over the world so as travellers from any part of the world could use their NOL cards to make payments. At the beginning of 2014, forty taxi operators were trained to use the new payment system, since 1000 airport taxis were expected to install the system by the summer of 2015 (Libo-on 2014). Reward System This development came with various ways of rewarding the new technology and its implementers. The two theories were considered in appreciating this transformation, since commitments and financial offers were used as motivational tools in the programme. The Dubai government declared its commitment in this programme and offered both administrative and financial support to its implementation (McNabb 2012). In this regard, the taxi drivers could be given tips by the other users leading to appreciations of this customised system. Consultants The Dubai government had to get consultants to boost effective change of transport payments from the use of cash to NOL cards. Among the consultants were such experts as Network International, which empowered the stakeholders involved in this transformation (‘Roads and Transport Authority’ 2010). This showed that the theories of E and O were significant in this case. Challenges The following points assessed some problems that were encountered in the implementation of this change within the transport payment processes. a. Prior implementation One great challenge that faced the transformation was the acquisition of resources needed for the new systems. High-quality wireless meters were needed for installation in the buses and terminals. The equipments were expensive and required a lot of finances to install. b. During implementation Networking data was another major problem when this change was being implemented, since it took a lot of time before the system could be put in use. The data of RTA was to be related to Network International, which was the payment provider of this system. The transformation faced another challenge when RTA was connecting with banks worldwide. It was noted that some banks were slow, and their numbers caused congestions in the entire process (McNabb 2012). c. After Implementation There were some challenges faced after the transformation when the new payment method was in use. After implementation, some vending machines started to experience technical problems where the NOL cards were used and made them non-operational. In this regard, commuters were sometimes left stranded at the bus terminals because they could not recharge their NOL cards. The final challenge was overcharging the commuters. This happened due to the malfunctioning of reading machines used in buses. Sometimes, the NOL cards took a long time to complete the check-out after a person alighted, which made the individual pay an extra fare (Libo-on 2014). Sustaining Phase RTA was established in November 2005 with the aim of planning and implementing strategies and policies related to traffic and transport projects. The introduction of NOL cards was aimed at improving the capabilities of the transport services in Dubai. This entailed making transport easier to use, improving the initiatives of establishing a smart city, introducing services with some added value to commuters and increasing usage of the public transport (Libo-on, 2014). The resultant outcome of its implementation is the reduction of risk of carrying cash by commuters, and good time management by eliminating the time required to queue hence ensuring timely travelling. Also, it has made it possible to offer special discounts to special categories of citizens and it has made travelling easier for the people of Dubai. RTA has employed deliberate actions to try and maintain the system while at the same time trying to come up with innovative ways of improving the usability of the card. To begin with the government of Dubai had to get qualified consultants to help in the changing of the use of cash as a means of payment to the use of NOL cards (RTA, 2010). These experts were charged with the responsibility of empowering all stakeholders involved in the transformation process. This ensured that these stakeholders were the champions of change and were able to spearhead the implementation of the system once it is in place. NOL card was also introduced in Dubai with the aim of getting rid of paper tickets that were issued upon payment of public transport fare. This minimizes the use of forest wood hence conserving the environment. For the NOL cards to last long, they are made with a degradable substance known as PETF that is environmental friendly. This is to reduce the cost of renewing the cards and equally reduce environmental pollution. In addition, RTA has put in place technology that may be used to recycle the cards at the RTA head office (Asmakh, 2014). This exercise increases the lifespan of the NOL card and reduces the expenses of dispensing rubbish leading to environmental pollution and effect to the public health. These deliberate actions by RTA were aimed at ensuring that the project will be able to sustain itself in the unforeseeable future. The government of Dubai has declared its support both financial and administrative in implementation of the NOL card project. In addition, the current Islamic RTA Credit Cards is designed to accommodate the credit card and transit chip built into one single card. This will enable the users to benefit by making withdrawals, purchasing or using the NOL card chip to make payments on the Dubai RTA transit network (RTA, 2010). In addition, the card comes with five times the rewards for NOL and Salik top ups. The card also allows for the redemption of points. These reward systems encourage the appreciation of the card by more people in Dubai hence encouraging their usability and enhancing its sustainability. Further, RTA added some value to the NOL cards. It has entered into an agreement with chain supermarkets, malls, and grocery stores to allow the usage of cards in the business centers. As such, this technology enables the customers to make payments without necessarily carrying cash. This increases the demand and usability of NOL card hence enhancing the sustainability of the project. Conclusion and Recommendation RTA is the Roads and Transportation Authority in Dubai that has introduced the NOL card for the utilization of their transportation services. These smart cards are normally used to pay for different modes of travelling in Dubai. There are four types of smart card categories; each has its own significance and usage. For example, the blue card is beneficial for the students and the elder people in Dubai as it offers special discounts on it and it is for the secure travelers. The silver card is for the travelers who travel frequently, gold card is for the people who want to travel through first class and red card is used by the visitors and travelers in Dubai. The card is used for various services like metro buses, water buses and parking areas that are under RTA. The introduction of these smart cards has transformed the public transport sector in Dubai by making travelling easier and flexible. This has moved the city of Dubai one step closer to becoming a smart city. However, for the RTA to continue achieving the objectives of transforming Dubai to a smart city, more needs to be done. The government should make the cost of establishing this project affordable. Where possible, the government should subsidize the cost of acquiring the required infrastructure. In addition, there should be an invention of more innovative ways of diversifying the use of NOL card. This will increase the demand for the smart card hence increases its sustainability. Further, the government should ensure that the availability and use of NOL cards are increased in the entire city. References Asmakh, L., (2014), RTA: Recycling Nol Cards Protects Environment, Promotes Sustainability, Jan 10 2014, [Online], Available From [24 April 2014]. Libo-on, L., (2014) Pay your taxi fare by Nol, debit or credit card, viewed, [Online], Available From [8 April 2014] Roads and Transport Authority, (2010), AlmasarRoads and Transport Authority, vol. 3, p.4- 14. Roads and Transport Authority, (2010), Whats New? - Our Latest News & Up Coming Services: RTA Signs Contract with Emirates NBD To Issue Combi-Cards, [Online], Available From [24 April 2014]. Roads and Transport Authority, (2014), Introducing Nol Card the New Way to Travel around Duba, [Online], Available From [24 April 2014]. RTA. 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