Empresa Municipal de Transportes de Madrid S.A. (EMT Madrid) is the Spain’s bus transit operator in Madrid, its capital city. EMT Madrid operates 2,100 buses on 217 lines all over Madrid, servicing around 425 million passengers each year. This includes many tourists who may be visiting the city, students, and commuter passengers each trying to navigate Madrid’s busy urban streets.
Due to the many options commuters have in Madrid, the key to keeping passengers is to increase and maintain passenger satisfaction. Knowing this, EMT Madrid decided to look into ways to make it easier for passengers to get route and travel information they needed, easily. After testing various solutions and vendors, EMT Madrid and their project integrator brought YCD Multimedia on to help design and implement the onboard digital signage system.
Part of the challenge for YCD, was making sure all of the requirements could be met including better display quality, location-based information, the ability to manage shared content, and to be able to handle updates carried out in real-time. Using their flagship digital signage software suite, Cnario, YCD was able to create a powerful content management system capable of meeting those requirements.
To do this, YCD Multimedia created centralized and decentralized digital signage network management capabilities. This allowed each bus to display both common information shared by other buses, and real-time targeted information for each specific bus. Smart scheduling of targeted information was implemented, according to the bus’s route. Using GPS enabled location information relative to each bus route; passengers could now get location-specific information for every route throughout the city in both Spanish and English.
Immediate improvements were noted in the initial pilot buses equipped with the onboard digital signage. A significant increase in passenger satisfaction was noted, in addition to reduced perceived wait time, and highly improved wayfinding for passengers trying to navigate the various bus lines. The tourist content broadcast alongside the route information made for a fun and informative atmosphere and has opened up additional revenue possibilities as advertisers seek to be included in the digital signage network. Enrique Diego Bernardo, Assistant Director of Technology and Information Systems of EMT Madrid discussed this innovative solution saying, "The digital signage network in our buses is a tremendous development in both the public transportation sector and the digital signage industry. Due to YCD’s unique platform we succeeded in meeting very complex technological and informational challenges."