Group 11

Agenda
1
2 3 4

Introduction Background Information

Key Financial Information

Industry Information
Company Information

5 6 7 8

Strategic Analysis of the company IT implementations and Successes Road ahead and Conclusion

Background
Significant bus operator in Singapore with 25% market share

Leader in the worlds rail Industry in train service quality

Growing revenue from retail, Advertising and Consulting services

Dominant rail Operator in Singapore with 23 yrs operating Experience

SMRT

Second largest Taxi operator in Singapore with 3000 Taxis

Mission, Vision & Core Values

Excellence, Respect, Responsibility and Recognition, Commitment to the public, shareholders and employees

Corporate Structure

SMRT Trains Ltd

Incorporated on 6 August 1987 as Singapore MRT Ltd Renamed as Singapore Mass Rapid Transit (SMRT) Corporation in 2004 Main and only competitor: SBS Transit

SMRT Buses Ltd

Previously Trans Island Bus Services (TIBS) Incorporated as TIBS on 31 May 1982 Renamed to SMRT Buses Ltd on 10 May 2004 Main and only competitor: SBS Transit Ltd

Milestones

Geographic Footprint

10

Operating Model

Group Information

Financials

Share Holding Pattern

License and Operating Agreement

16

Critical success factors

Turnaround time Shorter waiting time Cost effective and sustainable transport through integrated information

Network Span -Seamless travel across wider network

Modular transportation growth approach to offer better connectivity for future Safety and Security regulations

Industry Drivers in Singapore

Economic growth of Singapore Population growth of Singapore Increased government Spending on public transportation Tighter reins on personal transport
GDP Growth

Population Growth

Thought Leaders
Transport and Travel Research (UK) International Association of Public Transport (UITP), Brussels MIT labs on Transport Research

German & Japanese Heavy Manufacturers of Train Systems Siemens, Kawasaki, Alstom, Hitachi etc.
Oracle is the best Software Provider for Traffic Management System

Key Performance indicators

Industry Ratios : -KPI

Cost to Customer Train Availability

Industries Ratios -comparisons

Punctuality Manpower Cost Efficiency Safety

Source: CoMET awards, 2010

Energy Usage benchmarks

Source: CoMET awards, 2010

24

Key Challenges faced

Social Responsibility
Corporate Charity
Gift for Mobility programme Silver tribute fund Taxi medical Chaperons
SMRT contributed over $5.2 million in charity and community projects in FY2009

Initiative for physically challenged or less mobile people

SMRT raised $1 million fund through five fundraisers event held over a period of six months Staff equipped with skills to assist and transport less mobile passengers

Environment
Reduction in usage of Electricity, Water and emphasis on recycling ISO 14001 received in 2009 Regular energy audits since 2005 New hi tech systems in Air conditioning for electricity reduction Most Energy Efficient Metro award at The Metro Awards 2009, held in London.

Comparative Analysis
VS

MRT
22%

SBS
78% SMRT

Worker Profile

IT vendors

TCM

RFID Implementation for SMRT

ACP
SAP NCS

Develop an end-to-end solution from consultancy to integration with their SAP courses and training

SAP Implementation for SMRT

Sensors for ERP systems

31

Unique Selling Proposition

Fast mode of transportation

High Connectivity

Seamless service to Customers

Integrated Network

SWOT Analysis
Strengths
High Product Diversity High Product Quality Excellent staff Advanced Technology

Weaknesses
Poor Revenue Distribution Structure
Centralized in Singapore

Opportunities

SWOT
Threats
Competitor

Increasing Ridership Trend Expansion of RTS Network Growth in Industry

LTA as Central Bus Network Planner

Business Strategy
Strong and stable Earnings from Fare operation

Increasing share holder value

SMRT

Grow non fare revenue and profitability

Overseas expansion opportunities

Issues addressed by IT
Ease of Travel Security & Safety

Asset Management

IT
Analytics & Insights

Ticketing and Fare Collection

Employee Empowerment

Operation and Strategy Alignment

High
Impact on Business Operations

McFarlans Strategy Model

Impact on Strategy

High

37

Systems Engineering Approach

Validated and Tested System Testing and Review Effect on Current Systems

Design
Design Criteria & Performance Specs Tender Proposal

Signalling Control Power Communications Trackwork Fare Systems

Design Review Type Testing Testing and Commissioning

Past Successes in IT implementations

Driverless Metros Development of E-Ticketing - Enhanced Integrated Fare System & CEPAS Development of Electronic Road Pricing Intelligent Traffic Monitoring System Distance Based Fares Calculation System

Technology Introduced on MRTs

Integrated Supervisory Control System (ISCS)

Moving Block Signalling with Computer Based Interlocking

(CBI)

Train Integrated Management System (TIMS) Maintenance Management System Communication Devices for example, TETRA Digital Trunked
Radio

On Board CCTV transmission

ISCS System- System Central Control

Operation Control Centre

Depot Control Centre

Training Room

Passenger Service Centre

Equipment Room

Contactless Smartcard for Bus

Commuter flashes Farecard at Bus Entry Processor (BEP) upon boarding

BEP

BXP

OR
Cash

Commuter flashes Farecard at Bus Exit Processor (BXP) when alighting

GPS to track Bus location to determine Improves Boarding fare stage

time by 50%

EIFS System Overview

Card Manager

Tier 5
Bus Acquirer Rail Acquirer

Tier 4

Operator Central Server

Operator Central Computer

Tier 3

Depot Computers

Station Computers

Tier 2

Tier 1

Operation of ERP system

(1) Approach of Vehicle
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna

In Vehicle Unit Road Markings

Operation of ERP system

(2) Charging
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna

In Vehicle Unit Road Markings

Operation of ERP system

(3) Debiting (IU-Cashcard)
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna

Road Markings

Operation of ERP system

(4.1) Verification
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna

Road Markings

Operation of ERP system

(4.2) Capturing Photo (For Violation/Error Only)
1st Gantry Camera 2nd Gantry Sensor Radio Antenna

Radio Antenna

Road Markings

Operation of ERP system

(5) Departure of Vehicle
1st Gantry Camera Radio Antenna 2nd Gantry Sensor Radio Antenna

Road Markings

50

Current projects
Completion and operationalize Circle line (TFTDS) - Taxi fleet tracking and dispatching system Mobile data terminals (MDT) in all our taxis Newer version of STARiS Implementation of Organization vide Knowledge Management System

Future expansion of MRT

Thank You

KPIs for MRT & Bus Services