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How Fare Policy Innovations and Skilled Marketing Yielded Unprecedented Gains for MTA New York City Transit

机译：票价政策创新和熟练营销如何产生前所未有的MTA纽约市际收益

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We at MTA New York City Transit are pleased and honored to be here with you today. My name is Antonio Suarez, and I am Assistant Vice President, Automated Fare Collection Program Management. New York City Transit is one of the oldest and is the largest subway and bus system in the United States - the fifth largest in the world. It operates 24-hours a day, seven days a week, 365 days per year. During the 1990s, the Metropolitan Transportation Authority (MTA), NYC Transit's parent company, faced a formidable challenge. The bus and subway systems employed a token-based fare collection system that was outmoded, inflexible and subject to fare abuse. Complicating factors included the city's vast subway infrastructure (468 stations) dating from 1904, a fleet of over 4,000 buses, more than five million demanding daily subway and bus customers, and a generally negative public perception of transit service. It was the system its customers loved to hate. Paradoxically, our customers considered the fare medium, the token, an icon, and a symbol of the city itself. A token cost $1.50, and gave you one ride, no matter what the distance traveled.
机译：我们在MTA New York City Transit很高兴和荣幸能在今天和你在一起。我的名字是Antonio Suarez，我是Asseantant副总裁，自动票价收集计划管理。纽约市际运输是最古老的，是美国最大的地铁和巴士系统 - 世界第五大。它每天24小时运营，每周七天，每年365天。在20世纪90年代，大都市交通局（MTA），纽约州际运输公司母公司面临着一个强大的挑战。公共汽车和地铁系统采用了一个基于令牌的票价收集系统，被外包，不灵活，享有票价。复杂因素包括该市的巨大地铁基础设施（468站），从1904年约会，这是一个超过4,000辆公交车的舰队，每天苛刻的日常地铁和巴士客户达到500多万辆，以及一般对传输服务的普遍公众感知。它是其客户喜欢讨厌的系统。矛盾的是，我们的客户考虑了票价媒体，令牌，图标和城市本身的象征。无论距离旅行如何，令牌费用为1.50美元，给了你一个骑行。

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