Co-creating a connected rolling stock ecosystem

The Passengera platform, hosted on a rail-compliant Advantech server featuring latest-generation Intel processor technology, is bringing connected digital multimedia solutions to the world’s rail network.

Creating a complete ecosystem for connected rolling stock is not without its challenges. However, by using an increasingly popular and proven model known as co-creation, Passengera, Advantech and Intel have come up with a fully scalable solution that not only enhances the passenger experience, but also provides genuine monetization opportunities.

Among the increasing number of takers in Europe is České dráhy, the Czech Republic’s major rail operator. Like many of its peers, České dráhy aims to become a leading 21st century rail operator and get ahead of the competition. The Czech Republic has a very competitive passenger rail market, as many of its lines cross borders with neighboring countries

České dráhy knows it has to offer a high-quality experience in order to attract and retain passengers. For this reason, the company eventually choose the solution by Passengera thanks to its co-creation approach.

Enhancing the passenger experience
Rail companies today are looking to boost their business performance by enhancing the passenger experience via digital technologies. The way to achieve this ambition without the cost and drain on resources that a new development project brings, is to leverage the benefits of co-creation, where the delivery of solution-ready packages is possible using off-the-shelf products.

Passengera delivered its first on-board Wi-Fi and infotainment systems for high-speed trains as early as 2012 bringing passengers of České dráhy digital experiences including stable internet connection on their long-distance lines, online food ordering from the seat, customized data packages on international lines and even centralized monitoring system integrating the hardware and services of various vendors.

Today, Passengera is a complete integrated platform solution and service provider with its eco-partners Advantech and Intel. The eco-partner model works because making the transition to smart trains demands many different technologies, typically too many for a single vendor. In contrast, leveraging the competencies of different but complementary technology suppliers provides the basis for project success across a range of metrics, including quality, time-to-market and cost efficiency.

To succeed in a highly competitive market, Passengera, Advantech and Intel have developed a modular software and hardware platform offering multiple digital services from which rail operators can choose. This modularity allows the co-creation team to meet evolving customer needs with a single platform, rather than undertaking a specific development for every project. This solution also enables a quicker implementation and allows operators to enhance their passengers' experience more rapidly.

Solution-ready packages
Suitable for companies at different growth stages, the solution-ready packages comprise a wide variety of modules within one unique, centralized system that allows rail companies to benefit from the latest innovations in technology, stay competitive in the market and keep administration simple.

The solution modules can be categorized into five groups: connectivity and application hosting; information and engagement; monetisation channels; operation and security; and monitoring and management. Each category consists of different modules from which rail operators can choose. For instance, with regard to connectivity and application hosting, modules include Wi-Fi, vehicle-to-ground 5G connectivity, user’s AAA, application hosting and communication infrastructure. Here, rugged hardware platforms integrate easily with existing systems and offer secure on-board app hosting.

Similarly, information and engagement platforms host a variety of modules ranging from next-generation dynamic PIS (passenger information systems), through to turnkey Infotainment solutions with movies, news, games, travel guides, and e-commerce options set up for both BYOD (bring your own device) and on-screen deployment.

Monetisation channels is a solution aimed at helping rail companies create new ancillary revenues thanks to the integration of modules such as advertising, internet data package offers, affiliate programs, paid content and e-commerce.

Operation and security modules include cyber security services, CCTV, safety information and automated passenger counting, which not only help to protect the customer’s infrastructure, but also simplify services operations and requirements for resources. 

All of the aforementioned categories need managing, which is provided as the Monitoring and Management Suite, a centralized platform with role-based access that helps customers effectively manage and monitor their selected digital services including 3rd parties, while also collecting relevant data for analysis and reporting.

Co-create to accumulate
Clearly, there are a lot of technologies for a single vendor to provide, which is why Passengera, Advantech and Intel elect to co-create on projects of this nature.

Once the team begins to liaise with rail operators and understand their pain points, it becomes apparent which technologies should be implemented. The co-creation partners understand the functions required to enhance the passenger experience, providing the necessary environment to build IoT applications and launch proof-of-concept products, often in a few weeks, so the rail operator can quickly assess the application’s suitability.

By pre-configuring and bundling hardware, software and content, the customer can run the application very quickly to reach a decision on whether to monetise the infrastructure. Advantech calls it a solution-ready package that comprises computing, software apps and base functionality to enable easy configuration. Ultimately it becomes possible to scale up these applications on a global scale very fast.

Three phases of implementation
Advantech has a long-term co-creation business model for IoT applications that typically comprise three phases: automation and embedded platforms; app and solution suite (IoT software and hardware integrated solutions); and integrated application cloud solutions (domain-focused solution integrators).

This strategy is helping to accelerate the digital transformation of the rail industry. A recent Gartner market opportunity map for industrial IoT predicts sizable growth (CAGR) for bundled hardware/software IoT platforms in the coming years, far more than legacy technologies such as standalone IIoT hardware or IIoT connectivity solutions.

Advantech knows that if it teams up with domain competencies across the ecosystem/value chain of the rail sector, it can look with clarity to the future. For instance, Passengera’s sector-specific knowledge can help Advantech understand rail industry requirements for the coming 3-5 years, prompting the preparation of a solutions development roadmap. In turn, Advantech can help CPU manufacturers, such as Intel, to prepare. Together, it becomes possible to accelerate time-to-market.

$50 million co-creation fund
The availability of a $50 million co-creation fund from Advantech is helping digital industry innovators to accelerate their efforts. In short, the idea is to invest in innovative start-ups and scale-ups, subsequently implementing their applications into Advantech’s hardware and software platforms. The start-ups can better concentrate on their app and reach product launch quickly.

The co-creation team only wants to provide the market with high-quality solutions, an ambition achieved far more easily in a partner ecosystem model than working alone, due largely to the wide variety of technologies and competencies required.

For instance, the common denominator between all of the solutions is the data and, more specifically, the exchange of data. The connected rolling stock ecosystem platform ensures efficient and smooth communication and data exchange between the different systems to provide complete reliability.

Intelligent solution
For České dráhy, for example, the co-creation team built a transportation connectivity and multimedia solution consisting of off-the-shelf products. The intelligent bundle integrates connectivity, passenger information system and infotainment, with centralized monitoring and management suite hosted on a private cloud platform. This solution-ready package provides fleet management, content management, vehicle networking statistics and usage analytics, and is customisable for the security policies and interests of individual operators.

The Management and monitoring suite (MMS) of Passengera’s modular solution allows customers to centralize the monitoring of hardware made by different vendors onboard various train types into a single control point. In MMS, it’s also easy to create dynamic content playlists streamed to multimedia displays and infotainment portals with the option to target them precisely to customer preferences or based on train location.

The innovative digital platform enhances travel experience with real-time information, entertainment and on-board services. Integrated, modular and cost-effective, the platform utilizes passenger economy by generating additional revenues via premium content, advertisements and service up-selling. It also opens new communications and business channels between passengers and rail operators. With this approach, customers receive a solution that is compatible with existing systems, protecting their investments.

With the Passengera/Advantech/Intel platform, rail operators get access to a modular platform that is flexible, scalable and open for future enhancements. Flexible business models are a further benefit, such as solution as a service (SaaS).

Passenger-centric approach
While the importance of data is unquestionable, the end customer – the passenger – must of course be at the center of any multimedia digital platform for the rail industry. Ultimately it is the passenger who decides which rail operator to use.

That said, any solution of this type must also be profitable for the rail operator and make economic sense. If passengers like the services available, they will likely remain customers of the operator, driving up revenues. Here, the appointment of a strong co-creation team with global experience can help rail operators to address passengers in this ‘soft’ part of their decisions. After all, once on board and rolling, the on-train part of the journey holds the power to make or break passenger opinion.

Again it comes back to the co-creation ecosystem for connected rolling stock. Although traditional solutions work, the digitalisation of rail infrastructure is bringing new players and solutions that demand rapid testing and adoption, which introduces a degree of risk. In contrast, a proven co-creation model with a proof of concept approach across the entire ecosystem, makes it possible to accelerate innovation and subsequent monetisation. It is time to explore the possibilities together.

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