Starting in 2018, Estonia offered free regional public transport. It was a unique experiment that ended in 2024. During this period, residents enjoyed free rides on regional buses in 11 of Estonia’s 15 counties. When the new government took office in mid-2023, one of its main goals outlined in the coalition agreement was to implement a comprehensive mobility reform. Not only will this reform end free regional public transport, it also aims to introduce demand-based mobility solutions to better serve the nation’s evolving transportation needs.
Challenges of a compressed timeline
On December 22, 2023, the Minister of Regional Affairs Madis Kallas signed the law reimposing fares from January 22, 2024. This swift transition put considerable pressure on the transport centers, which had only a month to tackle technical innovations, train bus drivers and inform passengers about the changes. This unprecedented challenge was compounded by the timing—right in the middle of the Christmas and New Year holidays, which further limited preparation time.
Kristjan Noormägi, board member of Jõgevamaa Public Transport Centre, emphasized the enormity of the challenge: “The project timeline was ambitious, it encouraged us to quickly adapt and think on our feet. While the transition might have been smoother in April, the fast pace demonstrated our team’s flexibility and ability to handle it effectively.”
Cooperation is key
With tight deadlines and high expectations, Ridango had to find the necessary resources and act quickly. In just over a week, we worked with transport centers to ensure that the technical infrastructure required to support the transition was in place. It included installing new hardware for buses, upgrading the ticketing system to accommodate the reintroduction of fares, providing real-time support to address any immediate challenges and train the drivers and staff. The aim was clear: to ensure a seamless transition for passengers when fares were reinstated on 22 January 2024.
Merike Sõrm, a senior specialist at the Saaremaa Transport Centre, commented on Ridango’s role in making the impossible possible: “We had virtually no time—just a few short weeks between the Minister’s decree and the reintroduction of fares. With Christmas and New Year in between, it was all done in a hurry. But Ridango, especially project manager Indrek Korb, was incredibly patient and solution oriented. This tight schedule put a lot of pressure on Ridango to solve the challenges, but together we found solutions to make things happen.”
Understanding regional transport needs
Ridango has demonstrated a commendable attitude towards its clients, as Merike Sõrm, senior specialist of the Saaremaa Transport Centre, points out. She appreciates Ridango’s responsiveness and quick resolution of issues. This support is crucial especially in solving the unique challenges that smaller public transport companies face, such as organizing transport in sparsely populated areas.
Kristjan Noormägi, a board member of the Jõgevamaa Public Transport Centre, echoes similar sentiments. He points out that the challenges of limited resources in the public transport sector are universal, affecting both small and large companies. Ridango’s flexible and quick-to-implement solutions are particularly valuable in this context.
New projects to advance ticketing
In addition to achieving a successful transition to paid public transport in Estonia, Ridango recently won a new tender for Jõgevamaa Public Transport Centre. This new partnership will see the introduction of advanced hardware, including cEMV payment capability, which will enable travelers to pay with contactless bank cards in the future. The procurement process included extensive consultations and Q&A sessions, ensuring that the proposed solutions met the unique needs of Jõgeva County as a smaller transport center.
Indrek Järma, Ridango’s Key Account Manager in Estonia, praised Jõgevamaa’s professional approach during the tender, emphasizing the focus on passengers’ needs and innovative solution
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