What Citymapper’s business plan tells us about the future of Smart Cities

Some buses. Image: David Howard/Wikimedia Commons.

In late September, transport planning app Citymapper announced that it had accumulated £22m in losses, nearly doubling its total loss since the start of 2019. 

Like Uber and Lyft, Citymapper survives on investment funding rounds, hoping to stay around long enough to secure a monopoly. Since the start of 2019, the firm’s main tool for establishing that monopoly has been the “Citymapper Pass”, an attempt to undercut Transport for London’s Oyster Card. 

The Pass was teased early in the year and then rolled out in the spring, promising unlimited travel in zones 1-2 for £31 a week – cheaper than the TfL rate of £35.10. In effect, that means Citymapper itself is paying the difference for users to ride in zones 1-2. The firm is basically subsidising its customers’ travel on TfL in the hopes of getting people hooked on its app. 

So what's the company’s gameplan? After a painful, two-year long attempt at a joint minibus and taxi service – known variously as Smartbus, SmartRide, and Ride – Citymapper killed off its plans at a bus fleet in July. Instead of brick and mortar, it’s taken a gamble on their mobile mapping service with Pass. It operates as a subscription-based prepaid mobile wallet, which is used in the app (or as a contactless card) and operates as a financial service through MasterCard. Crucially, the service offers fully integrated, unlimited travel, which gives the company vital information about how people are actually moving and travelling in the city.

“What Citymapper is doing is offering a door-to-door view of commuter journeys,” says King’s College London lecturer Jonathan Reades, who researches smart cities and the Oyster card. 

TfL can only glean so much data from your taps in and out, a fact which has been frustrating for smart city researchers studying transit data, as well as companies trying to make use of that data. “Neither Uber nor TfL know what you do once you leave their system. But Citymapper does, because it’s not tied to any one system and – because of geolocation and your search – it knows your real origin and destination.” 

In other words, linking ticketing directly with a mapping service means the company can get data not only about where riders hop on and off the tube, but also how they're planning their route, whether they follow that plan, and what their final destination is. The app is paying to discount users’ fares in order to gain more data.

Door-to-door destinations gives a lot more detailed information about a rider’s profile as well: “Citymapper can see that you’re also looking at high-profile restaurant as destinations, live in an address on a swanky street in Hammersmith, and regularly travel to the City.” Citymapper can gain insights into what kind of people are travelling, where they hang out, and how they cluster in transit systems. 

And on top of finding out data about how users move in a city, Citymapper is also gaining financial data about users through ticketing, which reflects a wider trend of tech companies entering into the financial services market – like Apple’s recent foray into the credit card business with Apple Card. Citymapper is willing to take a massive hit because the data related to how people actually travel, and how they spend their money, can do a lot more for them than help the company run a minibus service: by financialising its mapping service, it’s getting actual ticketing data that Google Maps doesn’t have, while simultaneously helping to build a routing platform that users never really have to leave


The integrated transit app, complete with ticket data, lets Citymapper get a sense of flows and transit corridors. As the Guardian points out, this gives Citymapper a lot of leverage to negotiate with smaller transit providers – scooter services, for example – who want to partner with it down the line. 

“You can start to look at ‘up-sell’ and ‘cross-sell’ opportunities,” explain Reades. “If they see that a particular journey or modal mix is attractive then they are in a position to act on that with their various mobility offerings or to sell that knowledge to others. 

“They might sell locational insights to retailers or network operators,” he goes on. “If you put a scooter bay here then we think that will be well-used since our data indicates X; or if you put a store here then you’ll be capturing more of that desirable scooter demographic.” With the rise of electric rideables, Citymapper can position itself as a platform operator that holds the key to user data – acting a lot like TfL, but for startup scooter companies and car-sharing companies.

The app’s origins tell us a lot about the direction of its monetisation strategy. Originally conceived as “Busmapper”, the app used publicly available transit data as the base for its own datasets, privileging transit data over Google Maps’ focus on walking and driving.  From there it was able to hone in on user data and extract that information to build a more efficient picture of the transit system. By collecting more data, it has better grounds for selling that for urban planning purposes, whether to government or elsewhere.

This kind of data-centred planning is what makes smart cities possible. It’s only become appealing to civic governments, Reades explains, since civic government has become more constrained by funding. “The reason its gaining traction with policy-makers is because the constraints of austerity mean that they’re trying to do more with less. They use data to measure more efficient services.”  

The question now is whether Citymapper’s plan to lure riders away from the Oyster card will be successful in the long term. Consolidated routing and ticketing data is likely only the first step. It may be too early to tell how it will affect public agencies like TfL – but right now Citymapper is establishing itself as a ticketing service - gaining valuable urban data, financialising its app, and running up those losses in the process.

When approached for comment, Citymapper claimed that Pass is not losing money but that it is a “growth startup which is developing its revenue streams”. The company stated that they have never sold data, but “regularly engage with transport authorities around the world to help improve open data and their systems”

Josh Gabert-Doyon tweets as @JoshGD.

 
 
 
 

Here’s a fantasy metro network for Birmingham & the West Midlands

Birmingham New Street. Image: Getty.

Another reader writes in with their fantasy transport plans for their city. This week, we’re off to Birmingham…

I’ve read with interest CityMetric’s previous discussion on Birmingham’s poor commuter service frequency and desire for a “Crossrail” (here and here). So I thought I’d get involved, but from a different angle.

There’s a whole range of local issues to throw into the mix before getting the fantasy metro crayons out. Birmingham New Street is shooting up the passenger usage rankings, but sadly its performance isn’t, with nearly half of trains in the evening rush hour between 5pm and 8pm five minutes or more late or even cancelled. This makes connecting through New Street a hit and, mainly, miss affair, which anyone who values their commuting sanity will avoid completely. No wonder us Brummies drive everywhere.


There are seven local station reopening on the cards, which have been given a helping hand by a pro-rail mayor. But while these are super on their own, each one alone struggles to get enough traffic to justify a frequent service (which is key for commuters); or the wider investment needed elsewhere to free up more timetable slots, which is why the forgotten cousin of freight gets pushed even deeper into the night, in turn giving engineering work nowhere to go at all.

Suburban rail is the less exciting cousin of cross country rail. But at present there’s nobody to “mind the gap” between regional cross-country focussed rail strategy , and the bus/tram orientated planning of individual councils. (Incidentally, the next Midland Metro extension, from Wednesbury to Brierley Hill, is expected to cost £450m for just 11km of tram. Ouch.)

So given all that, I decided to go down a less glamorous angle than a Birmingham Crossrail, and design a Birmingham  & Black Country Overground. Like the London Overground, I’ve tried to join up what we’ve already got into a more coherent service and make a distinct “line” out of it.

Click to expand. 

With our industrial heritage there are a selection of old alignments to run down, which would bring a suburban service right into the heart of the communities it needs to serve, rather than creating a whole string of “park & rides” on the periphery. Throw in another 24km of completely new line to close up the gaps and I’ve run a complete ring of railway all the way around Birmingham and the Black Country, joining up with HS2 & the airport for good measure – without too much carnage by the way of development to work around/through/over/under.

Click to expand. 

While going around with a big circle on the outside, I found a smaller circle inside the city where the tracks already exist, and by re-creating a number of old stations I managed to get within 800m of two major hospitals. The route also runs right under the Birmingham Arena (formerly the NIA), fixing the stunning late 1980s planning error of building a 16,000 capacity arena right in the heart of a city centre, over the railway line, but without a station. (It does have two big car parks instead: lovely at 10pm when a concert kicks out, gridlocks really nicely.)

From that redraw the local network map and ended up with...

Click to expand. 

Compare this with the current broadly hub-and-spoke network, and suddenly you’ve opened up a lot more local journey possibilities which you’d have otherwise have had to go through New Street to make. (Or, in reality, drive.) Yours for a mere snip at £3bn.

If you want to read more, there are detailed plans and discussion here (signup required).