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.

 
 
 
 

This election is our chance to treat housing as a right – but only if we listen to tenants

The Churchill Gardens Estate, Westminster, London. Image: Getty.

“You’re joking, not another one... there’s too much politics going on at the moment..!”

Brenda of Bristol’s televised comments in 2017, when told that another election was to take place, could just as well have been uttered when MPs voted to call a general election for 12 December this year. 

Almost immediately the politicking began. “A chance to transform our country”. “An opportunity to stop Brexit/get Brexit done”. ‘We can end austerity and inequality.” “A new revitalised parliament.” “Another referendum.”

Yet dig behind the language of electioneering and, for the first time that I can recall, there is mention of solving the housing crisis by all the major parties. I can welcome another election, if the result is a determination to build enough homes to meet everyone’s needs and everyone’s pocket.

That will require those who come to power to recognise that our housing system has never been fit for purpose. It has never matched the needs of the nation. It is not an accident that homelessness is increasing; not an accident that families are living in overcrowded accommodation or temporary accommodation, sometimes for years; not an accident that rents are going up and the opportunities to buy property are going down. It is not an accident that social housing stock continues to be sold off. These are the direct result of policy decisions by successive governments.

So with all the major parties stating their good intentions to build more homes, how do we ensure their determination results in enough homes of quality where people want to live, work and play? By insisting that current and prospective tenants are involved in the planning and decision making process from the start.

“Involved” is the key word. When we build new homes and alter the environment we must engage with the local community and prospective tenants. It is their homes and their communities we are impacting – they need to be involved in shaping their lived space. That means involvement before the bull-dozer moves in; involvement at thinking and solution finding stages, and with architects and contractors. It is not enough to ask tenants and community members for their views on plans and proposals which have already been agreed by the board or the development committee of some distant housing provider.


As more homes for social and affordable rent become a reality, we need tenants to be partners at the table deciding on where, how and why they should be built there, from that material, and with those facilities. We need them to have an effective voice in decision making. This means working together with tenants and community members to create good quality homes in inclusive and imaginatively designed environments.

I am a tenant of Phoenix Community Housing, a social housing provider. I am also the current Chair and one of six residents on the board of twelve. Phoenix is resident led with tenants embedded throughout the organisation as active members of committees and onto policy writing and scrutiny.

Tenants are part of the decision making process as we build to meet the needs of the community. Our recently completed award-winning extra care scheme has helped older people downsize and released larger under-occupied properties for families.

By being resident led, we can be community driven. Our venture into building is small scale at the moment, but we are building quality homes that residents want and are appropriate to their needs. Our newest development is being built to Passivhaus standard, meaning they are not only more affordable but they are sustainable for future generations.

There are a few resident led organisations throughout the country. We don’t have all the answers to the housing situation, nor do we get everything right first time. We do know how to listen, learn and act.

The shocking events after the last election, when disaster came to Grenfell Tower, should remind us that tenants have the knowledge and ability to work with housing providers for the benefit of all in the community – if we listen to them and involve them and act on their input.

This election is an opportunity for those of us who see appropriate housing as a right; housing as a lived space in which to thrive and build community; housing as home not commodity – to hold our MPs to account and challenge them to outline their proposals and guarantee good quality housing, not only for the most vulnerable but for people generally, and with tenants fully involved from the start.

Anne McGurk is a tenant and chair of Phoenix Community Housing, London’s only major resident-led housing association.