Tap, Pay, Ride: How GoMobile is Changing Your Commute
Technology is changing rapidly. If public transit agencies want to keep up, they must adapt. Hampton Roads Transit is always looking for innovative ways to improve the customer experience.
This year, HRT took a big leap forward, launching GoMobile – a new way to pay for public transportation in Hampton Roads. Customers can now purchase fares using the GoMobile app, a reloadable card, or bankcard, in addition to cash. This contactless fare payment system is designed to make boarding seamless, increase on-time performance, and improve reliability.
Transformative Transit Technology
The transition to GoMobile was nearly a decade in the making. HRT partnered with Siemens Mobility on the project. Drew Reller, Head of Finance at Siemens Mobility, was part of the project team that brought GoMobile across the finish line. He says GoMobile is “a giant leap forward in providing customer service” and puts HRT at the “forefront of technology.”
Despite some challenges, Reller applauds HRT for the successful launch and says it was exciting to be part of the project.
“To be able to do something that can make public transit riders’ lives better is something to be proud of,” he says.
Reller thinks the flexibility of GoMobile, especially its fare-capping feature, will be one of the biggest benefits, “no matter how you use the system.”
“For customers who have challenges being able to pay for a monthly pass, to be able to pay as you go will help with getting the best value,” Reller says. “We want people to be able to use the system without big barriers.”
“GoMobile was a complicated project to execute,” he explains. “We had to work with multiple companies to install the hardware on every bus, ferry, trolley, and light rail station without causing any downtime across the network.”
What Customers Are Saying About GoMobile
The GoMobile features were rolled out slowly over the course of about three months after extensive beta testing.
“Still, some customers are apprehensive about using [GoMobile], but once I explain the fare-capping feature, they are excited to try it,” says Ariel Gardner, an HRT public outreach coordinator.
With the fare-capping feature, GoMobile offers frequent riders a more affordable option. Instead of needing $70 upfront for a monthly pass, riders pay their $2 fare as they go. Once they spend $4.50 in a day, rides for the rest of the day are free. Once they hit $70 in a month, rides for the rest of the month are free. This perk ensures those who can’t afford the upfront cost of a monthly pass always get the best possible fare.
Heather Cutrone is a daily rider and chair of the Transit Riders Advisory Committee (TRAC). She commutes to Downtown Norfolk five days a week. She had the benefit of getting early training on GoMobile from HRT’s technology team, so she’s been able to walk fellow customers through the process of setting up the app or using the ticket vending machines (TVMs).
Overall, Cutrone reports hearing far more positive feedback than negative, with the main question from excited riders simply being, “Why did this take so long?” While some find the TVMs a bit confusing at first, the consensus is that GoMobile is user-friendly, easy to follow, and rapidly gaining traction among daily commuters.
Cutrone also works to ease any security concerns riders might have about inputting personal details into the app, reminding them that digital payments are standard today. For those who remain hesitant or less tech-savvy, she points out that the GoMobile reloadable card offers an alternative, and cash is always accepted.
Fellow TRAC member Yolonda Burns, who commutes six days a week from her home on the Peninsula to her job at Union Mission on the Southside, is equally enthusiastic about the upgrade. “I love the app,” Burns shares, highlighting how quick, convenient, and easy it was to master and teach fellow riders. She frequently uses the app’s built-in trip planning and real-time bus tracking features.
For Burns, the financial benefits have been big. While her commute from Newport News to Norfolk already saves her money on gas, insurance, and vehicle maintenance, GoMobile’s fare-capping feature has taken those savings even further, earning her two weeks of free fares. As Burns put it, “It’s saving me money. It’s saving me time.”
Riders across other routes are feeling the positive impact as well. Justina Harrison, who commutes from Portsmouth, finds the digital platform a major upgrade over traditional paper passes. She takes full advantage of fare capping and appreciates the convenience of the app, noting how easy it is to simply tap her phone and get on with her day.
Whether you’re a daily commuter or an occasional rider, getting set up ahead of time is the best way to ensure a stress-free trip. Don’t wait until you’re standing at the stop; download the GoMobile app, set up your account, and take a few minutes to explore its features today. By getting comfortable with GoMobile now, you’ll be ready to tap, pay, and ride the next time you head out!
