March 11, 2005 Oyster e-payment CardOrganisation: Transport for London
Analysis and commentary by Echo Research. Transport for London's (TfL) announcement of plans to make its Oyster card a vehicle for e-payments generated favourable but low level media exposure: "Oyster card could shell out for small purchases"(FT, 5/3). Reports were fuelled with key statements from TfL spokespeople, while Ken Livingstone's support encouraged headline reviews. "London's mayor aims to replace cash with Oysters"(Retail Bulletin, 5/3). The Guardian, however, could not resist having a pop at the mayor's expanding remit, "Not content with running the tube, buses and congestion charging, Ken Livingstone plans to develop his own 'e-money'"(5/3). Less favourable comment was limited. The only negative response to attract more than a single mention was generated by Lynne Featherstone, Liberal Democrat member of the London Assembly. Ms Featherstone accused "the company of trying to run before it can walk"(finextra.com, 4/3). She asserted "The Oyster card must deliver on its original promise of providing ticketless travel for all Londoners on the whole public transport network before embarking on a bid to remove cash from society"(politics.co.uk, 4/3). Anyone worried about a cashless society, however, should be reassured by the TfL comment that "People will still need a few bits of small change to give to buskers on the tube"(Guardian, 5/3).
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