Cubic adds rewards for transit payment apps

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Cubic Corp is trying to boost transit ridership by allowing rewards earned via mobile payment usage to offset the cost of fares.

Miami will be the first city to try an incentive program Cubic devised for transit riders using the GO Miami-Dade Transit mobile app, the San Diego-based transit payments technology company said in a Thursday press release.

Within the latest version of the transit agency’s mobile app, riders can purchase and manage transit passes and earn “stars” in exchange for watching ads and redeemable to subsidize or pay for rides.

The rewards program was developed by Cubic Interactive, a new division, which Cubic said is developing a variety of different value-added services for transit agencies.

“Cubic Interactive offers unique benefits not only for advertisers, but also transit agencies and travelers all over the world,” said Laurent Eskenazi, Cubic Transportation’s interim president, in the release.

Transit agencies may leverage Cubic Interactive to generate secondary revenue from advertising, build customized loyalty programs that could be leveraged to help reduce congestion by rewarding car commuters for taking mass transit, or by giving transit commuter rewards for traveling at off-peak hours.

The platform also could support payment card-linked offers, promotions targeting specific riders and mobile app offers may advertised on transit gates and ticket vending machines.

“We are excited to be the first transit agency to adopt this loyalty-based interactive service that rewards riders,” said Alice N. Bravo, director of transportation and public works for Miami-Dade County, in the release.

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