Simpler fares, greater trust, frictionless journeys.
13 / 04 / 2026
As local authorities shape the transport networks of the future, making public transport simple and trustworthy for customers has never been more important. Clear, consistent fares and seamless payment experiences transform how communities use public transport, helping authorities grow ridership while supporting economic and sustainability goals. Discover how frictionless travel and smarter retailing models are already helping transport authorities deliver better value for customers and operators alike.
“Customers shouldn’t have to think about fares. They should just travel knowing they’re always getting the best value.”
Matt Smallwood, Transport Retail Director UK & Ireland, Worldline Mobility and e-Transactional Services.
Transport authorities are under pressure to make public transport simpler, fairer and easier to use – because the biggest barrier to customers using public transport is complexity. Building trust in public transport networks starts with delivering clear, consistent fares and best value so customers can be confident they’re paying the right price for a journey in a simple and transparent process.
When fares are fragmented or unclear, that confidence disappears fast… along with ridership.
Those are the underlying themes of a fascinating interview with Matt Smallwood, Worldline’s Transport Retail Director UK & Ireland, who explains how frictionless travel and smarter retailing models are already helping deliver end-to-end multimodal journeys.
He explores how integrated ticketing across bus, rail and tram networks with contactless, account-based payment will remove barriers between planning, paying and travelling. Customers, he insists, no longer need to navigate complex fare structures or choose the “right” ticket in advance, now forward-thinking operators automatically levy the best available fare.
He also reveals how integrated ticketing generates richer data to support smarter decision-making, more targeted investment and a reduction in operational complexity – while improving revenue protection.
Watch the full interview below.