JUTC launches new cashless SmartFare initiative

By Nakinskie Robinson   

 

The cashless push towards greater efficiency in the state-run Jamaica Urban Transit Company (JUTC) has been renewed with the official launch of the Ride Right new SmartFare initiative.

 

The electronic fare payment system will replace the existing Smarter Card as well as cash transactions as payment for fares effective June 1.

 

The move to the SmartFare is in alignment with the government's thrust for a cashless enterprise where passengers will use their cards or phones to pay fares.

 

JUTC Marketing and Sales Manager Nathalia Palomino explained that 2,000 cards have been distributed since the initiative's soft launch on February 1.

 

She said the SmartFare mobile app will be launched in the coming weeks, and will not only allow commuters to check their balance, but will act as a cardless SmartFare card. 

 

"No more worries about lost cards. It will also store multiple commuter profiles. It operates on a cloud-based system for smooth and efficient transactions. We are listening to our commuters and we observe that they like the features of SmartFare. So we are giving you enough time to change your cards. You, our commuters, will have up until May 31 to get your SmartFare cards," she advised.

 

Card balances can be checked at JUTC kiosks, ticket offices and authorised merchants.

 

Meanwhile, Transport Minister Daryl Vaz said the system will help to plug revenue leakage. 

 

"One of the long-standing challenges within the JUTC has been revenue leakage, particularly from cash transactions. The SmartFare system significantly reduces cash handling, thereby closing loopholes that allow for a revenue loss. This ensures that every dollar spent by a commuter goes towards improving services and expanding the JUTC network. JUTC has outfitted all the buses with SmartFare systems," he said.  

 

Nontheless, the minister acknowledged that a transition to this new system comes with challenges. 

 

He said these issues are being actively addressed by the ministry and JUTC.

 

Since the start of February, 39,305 cards have been activated, catering to various categories of commuters, including people with disabilities, the elderly and students.