Lalu Yadav is now officially my favourite turnaround artist. From being the political icon of one of India’s most backward states, and the butt of many jokes just a couple of years back, the man with the i’ll-do-what-i-like attitude has, as Rail Minister of the Government of India, managed to kick ass and is doing things we never thought the Indian Railways (IR) were capable of!
Admittedly he (and IR) has a long way to go, but the gentleman is on the right track if you ask me.
Among the many new initiatives at IR that have caught my attention, are the ones involving technology and are meant to improve our interations and usage of IR. Note I said “are meant” because while a lot of them are in place, a lot of them don’t work as they’re meant to.
But that’s got less to do with the man’s ideas and intent, and more to do thick-headedness that still exists down the line at IR, as well as to do with the ignorance of the common man who attempts to use these technologies.
Here are a few of the initiatives, and the way they stand today:
1. E-ticketing – A great initiative and even though I’ve officially complained about it, I believe the intent is right. The guys that run the site need to get their act together in terms of a) a better UI and b) a smoother, more adaptive shopping cart.
2. Ticket Vending Machines - A great way to save time, especially for buying platform tickets. But the machines they use are rigid (you need exact change in the exact denominations) and temperamental (coins are almost never accepted at first go, and sometimes you give up because it refuses all the coins you put into it!).
3. Electronic Displays - A lot of the larger stations have electronic displays that give you information arrivals, departures, location of specific coaches, etc. If only the people that man these systems update them on time with the right information.
Here are some of the proposed initiatives – where I see scope for Public-Private-Partnerships and opportunities for corporate sponsorship and advertising:
1. Satellite TV aboard trains - Entertainment, besides the loud prattle of the guy in the next compartment is most welcome on long journeys. Of course, they have to come with mandatory headphones and privacy settings. A better/cheaper idea would be to place content with advertising the way we see on airplanes, and at various malls and other public areas today.
2. Onboard Internet - A fabulous idea. Not sure though, if it will be via an internet-cafe-coach, or wifi access throughout the train. Hopefully they should provide both methods. Telecom companies like Vodafone, or Reliance should sponsor this and keep it free for users. Win-win all around.
3. Mobile Ticketing - The mobile wallet will get a boost, with the abilility to buy tickets via sms. Only it cannot be the way it exists today for ATM ticketing, where you have to be an account holder of a particular public sector bank to use the service! Regardless, what an idea, sirji!
4. Energy Saving CFL lighting - Another great idea, if it can be implemented. Are you listening Reliance Energy and Philips?
Admittedly, there is much more that needs to be done for the common man. The biggest issue to my mind is hygiene. Our platforms and tracks are so crappy (pun intended), its shameful. And every time I visit a station it makes me wonder where the priorities lie, of people/political parties that raise ridiculous issues like the dangers of colas! Hello ~ more people visit platforms and are exposed to more serious health hazards here, than there are people who drink colas with the health risks you imagine!
Which is why, it’s heartening to note that there are plans to introduce emission-free ‘green toilets’ in all trains by 2010!
In summary, marketers and advertisers better pack your bags for this bandwagon. Because going by the track record of Shri Lalu Prasad and the Indian Railways over the past couple of years, we can safely assume, that the above plans ain’t bullshit!
