Embed Size (px)
Citation preview
GE2313 GLOBAL IT CASE STUDIESTechnology for Social Good – MTR OnBoard
*Chung King Tai, Thomas
Chan Yoong Chin, Jin
Chau Nga Yee, Grace
Lam Nga Sze, Alice
1
Table of Content 1. Executive Summary 3
2. Problem Statement 6
2.1 Background of Problem 6
2.2 Why is this Important? 7
2.2.1 Negative Impacts to the Public 7
2.2.2 Coverage of Problems 7
2.2.3 Technologies Deployed for Our Idea 8
3. Market Analysis 8
3.1 Related Projects 8
3.1.1 The United Kingdom - London 8
3.1.2 South Korea - Busan 10
3.1.3 Taiwan 10
4. Related Technologies 11
4.1 Motion Sensors 11
4.2 Comparison between NFC and BLE Beacon 11
4.3 Inspiration - Technology Divergence 12
5. Proposed Solution 13
5.1 Mission & Vision 13
5.2 Concept of Our Idea 13
5.3 Components and Technologies Applied 16
5.3.1 iBeacon Technology 16
5.3.2 Explanation in Our Application 17
5.3.3 Components 17
6. Detailed Prototype 19
6.1 Video Explanation 19
6.2 Work Flow of MTR OnBoard App 20
6.3 LED Lightings Design 21
6.4 Mobile Application - MTR OnBoard (MONB) 22
6.4.1 Home Page 22
6.4.2 Account Management 23
6.4.3 Staff Assistance 25
2
6.4.4 Request Seat 26
6.4.5 In-Station Navigation 27
6.4.6 Get-Off Train 27
7. Benefits 28
7.1 Potential beneficiaries and Coverage 28
7.2 Values 29
8. Operation Plan 30
9. Promotion Plan 31
10. Project Plan and Resources Needed 32
10.1 Project Scope 32
10.2 Resources Needed 33
10.3 Time Management 33
10.4 Budget 36
10.5 Sustainability Plan 37
10.5.1 Funding 37
10.5.2 Revenue 38
References 39
3
1. Executive Summary
Mission & Vision
Our mission is to provide MTR passengers with better accessible transport service and best travelling
experience that address their needs. Our vision is to transform communities by fostering a seat offering
culture and thereby building a harmonious society.
Project Objectives
Our project scope includes a set of deliverables, including the MTR OnBoard App including four functions,
the MTR OnBoard Beacons for temporary users, sensors installed on priority seats, LED lights installed on
screen-doors and handrails, and an effective signal transmission channel bridging the users, the MTR staff
and the MTR facilities.
We aim to augment and enhance in-station facilities connectivity with consideration of human interaction,
facilitating usage processes in a convenient sense.
We strive to empower and nurture people with the emphasis of courtesy in transport, supported by a
technology-based campaign.
Proposed Solution: “MTR OnBoard”
In order to address the social problems and conflicts arose from seat offering, our team decided to develop
a mobile application named “MTR OnBoard (MONB)”, considering the high inclusiveness and the mature
technology of mobile apps. MTR OnBoard utilizes smart technologies including sensors, GPS
tracking, Internet of Things (IoT) and Bluetooth-low-energy (BLE) technology, to provide those with
need for seats in their journey a smarter, safer and more connected travelling experience.
Four main functions will be available in our mobile app, namely “Request Seat”, “Get Off Train”,
“Suggested In-station Routes” and “Call for Staff Assistance”.
4
App Prototype
Fig. 1 MTR OnBoard Prototype
Beacon
Fig. 2 MTR OnBoard Beacon
5
LED Lightings Design
Fig 3. MTR OnBoard LED Lightings Design
Target Group
The target users of our application are disabled people or people with reduced mobility which include
elderlies, handicapped people, expectant mothers, adults with small children, and as well as people with
invisible needs.
Promotion Plan
To promote the popularity of our free-of-charge mobile app, we will make use of both offline and online
channels for active promotion. For offline platforms, traditional marketing methods such as ads banner, TV
commercials and on-site promotional events will be adopted which can easily reach our target local
audience. For digital platforms, we will utilize social media platforms and online ad campaigns such as
Facebook and Youtube for the marketing. Major touch points to MTR and public transportation will also
be our advertising focus.
Project Plan and Resources Needed & Budget
It is estimated that the whole project will take 11 months for the successful launching of the MTR OnBoard
system with a project team of 5. The total budget required will be about 2.8 million covering all hardware,
mobile application development, labour and marketing expenses. The project will be funded by government
and MTR. Our MTR OnBoard solution may have a future extension in service, to other transportation
means in Hong Kong or to overseas market which acts as a potential revenue sources when selling the
business idea and associated systems and platforms.
6
2. Problem Statement
Background of Problem
Speaking of priority seats, the idea is originated in Northern Europe following the concept of “Barrier Free
Environment” advocated by the United Nations [1]. Hong Kong is one of the Asian cities inspired by the
social caring notion and priority seats are growingly seen in public transportation like bus and Mass Transit
Railway (MTR). MTR has launched a “Priority Seats Campaign” to encourage passengers offering their
seats to people in need. Seats painted in red with a happy Smiley® World face (see Fig. 1) was first
introduced on MTR Urban Line train in 2010. Since 2012, they have been gradually implemented on other
MTR trains such as Light Rail, Ma On Shan Line, West Rail Line and East Rail Line [2].
Fig. 4 Happy Smiley® World face printed on MTR priority seats
However, controversy concerning the interpretation of priority seats has been heating up on social media
for these few years in Hong Kong. Nowadays, it is not uncommon to see news or social media posts
regarding generational conflicts in MTR for the use of priority seats, which are often escalated to an online
public trial criticizing the manner in the videos. The situation is seen to be deteriorating, raising social
tension between the adolescents and the elderly. On one hand, people have a fear of taking priority seats in
public transport due to public judgements in the cyber world. Some recent research has found that over half
of the youngsters were afraid of taking priority seats because of the stress of being criticized in the cyber
world [3]. Priority seats remain empty even if the train compartments are fully loaded. On the other hand,
people are lacking the awareness of offering seats to the needy. According to survey conducted by
Polytechnic University in 2015, 50 per cent of respondents did not give up their seats because they were
too fixated on smartphones. Half of the respondents felt the culture of offering seats had not improved
despite the practice of priority seats [4]. Moreover, the difference between those who have priority needs
and those who don't can become blurred, due to the difficulty to determine who has the need. A Taiwan
pregnant woman, recently, was insulted by a man who did not know she was pregnant by just looking at
7
her appearance [5]. As such, this paper aims to solve the recent controversies regarding the interpretation
of priority seats through a range of smart city technologies.
Why is this Important?
Negative Impacts to the Public
From the news mentioned above, it can be seen that disputes always happen when people refuse to give
seats to the needy. Fear in taking priority seats in public transport arose due to the public judgments,
especially in the cyber world. It is not unusual to see netizens taking photos of or filming those who sit on
the priority seats and uploading them online, serving as a pressure and shaming tactic for travelers to behave
better.[6] Youngsters are even being labeled as “useless youth”, “seat thief” if they are found occupying
priority seats. These kinds of cyberbullying and public trial on the Internet intensify tension between
youngsters, the elderly, and the public, harming social harmony adversely.
In order not to be morally criticized, most people just avoid the priority seats and leaving the seats empty
most of the time. Resources are not utilized efficiently in this way while the train is fully filled with people.
However, people who do not offer their seats to the needy should not take all the blame. There is a section
of people explaining that it may be because people are too fixated on their smartphones so they do not
notice the needy around them or for most of the cases people just do not know the one next to them is in
need because of some hidden conditions. It implies the importance and need to address the problem to
resolve the public conflict and better manage train capabilities.
Coverage of Problems
As our project will mainly focus on the MTR services, including MTR lines, Airport Express Line (AEL)
and Light Rail, the affected group will be the passengers of MTR services. According to the Monthly Traffic
and Transport Digest 2016 [7], the MTR services have served around 18,876,552,000 people in year 2015
and reached the average daily passengers in MTR lines, AEL and Light Rail of 4,646,000, 43,100 and
482,600 people respectively. Moreover, the passengers can be divided into two parts - regular passengers
and disabled people or people with reduced mobility which includes elderlies, handicapped people,
expectant mothers, adults with small children, people with disability that is not easily recognized by others
and they may not be comfortable discussing it in public or people who may benefit from a seat. Within the
group of passengers, there are also people who support or against the existence of priority seats.
According to a survey done by Beacon Pop Index [8] in regards of secondary school students and priority
seat culture, 73.23% out of 1707 respondents do not sit on priority seats. In fact, the loading rates during
morning peak hours on critical links such as West Rail Line and Tsuen Wan Line in 2015 has exceeded
100%, at 104% and 102% respectively. Our group believes that this issue needs to be resolved for the
goodness sake of all passengers and society. Furthermore, the aging population (65 years old and above)
has increased significantly over the past few years [9], whilst the accessibility and sufficiency of priority
seats remains room for improvement.
8
Technologies Deployed for Our Idea
Our initiative is to make use of Internet of Things (IoT) and Bluetooth-low-energy (BLE) technology in aid
of relieving the above situations. The basic concept is about leveraging the BLE-embedded smart phones
to classify the needy group and their proximity to platform gates sends signal to the corresponding
compartment, which then triggers the lights installed around the priority seats. Meanwhile, the BLE
function is also utilized when people with disabilities approaches the platform, the gate sends signal to the
platform staff through a mobile application so he/she can be assisted by the time to get on the train.
Information of seat occupancy in every compartment is collected with the use of sensors, and is then
transmitted to the Passenger Information Display System (PIDS) for staff to access, leading to a higher
space utilization rate and better efficiency of traffic flow.
3. Market Analysis
Related Projects
In fact, Hong Kong is not the only region facing the social problem of giving seat on public transportation.
As there easily exists miscommunication and embarrassment caused by invisible needs and allocation
efficiency, governments and authorities in different regions are starting to work on a quick fix to the issue.
In our project, we will explore and examine the following existing measures taken by several places in the
world, and make reference and improvement to come up with a better, handy product.
The United Kingdom - London
In London, the local authority Transport For London (TfL) and a private firm have launched a set of
solutions including badges and mobile apps in tackling the problem. As reported on the TFL website, many
of its customers struggled to get a seat when they need one, especially those with hidden conditions. The
findings suggested only 44% and 46% of passengers could perceive one’s entitlement to priority seating
of customers with hidden illness and learning difficulties.[10] Those needy also experience high stress level
when they ask for a seat. Therefore, the authority promoted the use of cards and badges for the needy to
ask for a seat without a verbal explanation. There are two types of cards and badges - the “Baby on board”
and the “Please offer me a seat”. The former is for mums-to-be and the latter is mainly for those with
invisible impairments. While they are ordinary badges and cards without electronic components, they serve
in similar nature. People can apply for the badge and card with a valid reason through online form and
direct contact with staff. [11] Valid applicants can get the badge or card, which can be put on them to show
their needs. The seat-giving act is on voluntary base, where general passengers who are in seats can decide
on whether to give out seats.
The implementation of badge and card has resulted a good public response, according to the survey
conducted by the authority after the six-week trial in 2016. 72% of the 889 respondents [12] claimed to
9
have easier journeys as a result of the badge. Being the first European transport provider to officially
recognize invisible impairments and conditions, TfL is going to launch the scheme in spring of 2017.
Fig. 5 "Baby on board” badge
Fig. 6 “Babee on Board” app icon & notification message on “Babee on Board - Offer Seat” app
On the other hand, a British innovation firm 10x Agency Ltd. has created a combination of two apps to
solve the seat-giving problem, particularly for pregnant women. Basically, the “Babee on Board” is a set of
two apps which require collaboration between two parties of users to work its purpose. The “Request Seat”
app is for sending notifications and the “Offer Seat” app is receiving notifications. The former one is for
pregnant women to download and the latter is for general passengers. The “Request Seat” costs £3.99 to
prevent from abusing of the priority from pranksters, whilst the “Offer Seat” is free of charge [13].
Leveraging the iBeacon technology, a sub-product of Bluetooth technology used by Apple, the “Request
Seat” users can simply press a button to send out a request for seat without any internet connection inside
the tube. Receivers with “Offer Seat” app on the other hand can receive notification on the phone, saying
“Heads up! There’s a pregnant person nearby who might need a seat” to alert them. The limitation of the
app is that it requires the mass to download the app in order to exploit the best potential of its existence. If
many of the pregnant women took the “Request Seat” app but few had the “Offer Seat” app, it would not
work to alert people giving out seat. So, the team is negotiating with big brands to incorporate the tech into
some popular existing app. [14]
10
South Korea - Busan
In South Korea, the Busan Metropolitan City Council launched the Pink Light Campaign, a trial programme
that utilizes the Internet of Thing (IoT) to help pregnant women to find seats on public transit system. This
technology is only limited to a few sections of the city’s transit system. During the trial programme, a
wireless sensor with bluetooth technology was distributed to every 500 pregnant women who participated
to attach to their bags or clothes [15]. The sensor has a battery life of six month, and it is recommended to
attach it outside of a bag or clothes for maximum signal strength. When a pregnant lady with the badge-
looked sensor approaches to a priority seat, a pink flashing light will be activated to alert sitting passengers
about the presence of a pregnant women. Besides, this could prevent the awkwardness for pregnant
passengers to ask for seats.
Fig. 7 Pink Light Campaign - badge & sensor
Due to low fertility rate, the aging population has increased significantly. According to a researcher from
the Korea Women’s Development Institute [16], there are hierarchy among the “priority group” and it is
recognized by the public and affected by the traditional values that prioritize elderlies. Also, it is reported
that some pregnant women who are in the early trimester were scolded by senior citizens for not offering
their seats to them [16]. Although the Seoul Metropolitan Government has changed the color of priority
seats for pregnant women to bright pink colour and given a name tag that says “Pregnant ladies first” [17]
to pregnant passengers to encourage passengers to offer their seats to expectant mothers, people find it
embarrassing and ineffective as the name tag might not be easily seen, it is difficult to notice a woman is
pregnant in the early stage and people might intentionally ignore the situation and focus on their mobile
phone. In fact, this campaign is still in the early stage of trial and there is no factual data to show the
effectiveness of it, however, the Busan’s mayor, Suh Byung-soo believes that this application could help
pregnant women to use public transportation more easily and conveniently. In addition, this is could help
more than just future mothers, particularly passengers with hidden or unobvious disabilities [18].
Taiwan
While in Taiwan, Eric Chu, the mayor of New Taipei City has launched a campaign with Duncan Lin, a
local comic artist and other Taipei district public transport authorities to promote the seat giving culture.
He believes that the seat giving culture is a virtue of life, instead of not a morality issue and people should
do it deliberately [19]. This campaign tries to redefine the meaning of priority seats and emphasizes that
one should not judge others based on appearance as some people sitting on priority seats might really need
11
the seat, such as people on the early stage of pregnancy, people with invisible disabilities or not feeling
unwell. Stickers are posted on public transports as educational advertisement to promote the seat giving
culture, whilst badges can be collected from various public transport stations by people in need. By doing
so, the all seats can be fully utilized and passengers could travel peacefully and happily.
Fig. 8 New Taipei City Priority Seat Ads
4. Related Technologies
Motion Sensors In this project, one of the technologies used is motion sensor. Motion sensor is a device which can be used
to detect moving objects, human in particular. Motion sensors will be installed around platform screen
doors, gates as well as every priority seat. People in need can use mobile application to make a request for
priority seats. Such ‘request’ will be detected by motion sensors nearby. Once those needy group approach
the platform areas, sensors will be tripped. A signal will be sent to our priority seats control system, which
connects to our priority seats, alerting lights to remind customers to offer their seats to people in need.
Comparison between NFC and BLE Beacon
Either near-field communication(NFC) or iBeacon will be incorporated into our system to enable two-
way communication. NFC is a set of communication protocols that enable two electronic devices to
establish communication at an optimal range of 10 cm or less [20]. Hence, it is necessary for those needy
group to bring their smart phone closed to our sensors. On the other hand, iBeacon is a protocol
developed by Apple which allows mobile apps to receive signals from beacons installed in the physical
world. The underlying technology is Bluetooth low energy (BLE) which is a wireless network technology
used for transmitting data at a range of 1m to 70m. Benefits for using iBeacon include low energy
consumption and cost, while maintaining a communication range similar to that of classic Bluetooth [21].
12
In this case, iBeacon is more feasible in terms of the communication range.
Inspiration - Technology Divergence
As mentioned above, many countries are taking different measures already to combat the seating offering
related disputes of public transits. London promoted the use of badges and cards specifically designed for
the needy; and launched mobile applications adopting iBeacon technology which enables “Request Seat”
and “Offer Seat” matching. Hong Kong, as an international smart city, should have developed
corresponding solution to tackle with this intensified social problem.
We would like to strengthen social sustainability and transportation safety by developing MTR OnBoard
(MonB) solution. We expect through MonB scheme, ethical values without prejudicing anyone can be
properly passed on to all generations, while any other potential safety risks aroused from passengers’ special
needs can be reduced during all transits in Hong Kong. A mobile application will be developed which emits
signals to the entrance gate and the priority seat area in respective compartment. Users can “confirm” the
specific entrance door they are going to enter from. The entrance door then receives the signal, and sends
it to the corresponding compartment to activate the alert system. Instead of near-field communication (NFC),
iBeacon technology will be adopted as the Bluetooth low energy (BLE) has a broader communication
coverage with less energy consumed. As the needy approaches, the alert system in the priority seat area
13
will be triggered and functions as a “tip” for seat offering.
For limitations of the project, the MTR OnBoard solution serves a smaller extent solve the problem at its
root. The implementation of the caring facilities cannot be carried out effectively without the public’s
cooperation. For example, there has to be “Offer Seat” in order to have successful matching with “Request
Seat”. As a result, public education remains its important role to promote the caring concept within the city
while our solution helps to facilitate seat offering process and raise people’s awareness over the issue.
4. Proposed Solution
Mission
Our project is about exploiting the interactive elements in current technology within the public
transportation environment, preliminarily in MTR, to augment the present in-station services with
intelligent solutions for the often isolated group in society and eliminate unnecessary human
communication barrier, which eventually enhance the transport operational efficiency and nurture a
harmonious society.
Vision
Our vision envisages a viable, easy way for users to connect with the surrounding facilities and resources
in the MTR environment, through using one-stop mobile application and supplementary materials to
address their needs with high flexibility and transparency. The implementation is hoped to reinvigorate and
instill the virtue and practice of courtesy, which at the mean time promotes the awareness to the group of
people in need among our society. The service quality delivered by MTR and resources utilization are also
enhanced as a result.
Concept of Our Idea
For some people in need, they always feel stressful when it comes to asking for a seat on MTR. Especially
those with invisible needs, like some pregnant women, it is hard to recognize their needs only from the
appearance, which makes the situation more embarrassing. While most passengers are always busy on their
phone during the journey, our idea is to encourage passengers to practice the virtue of giving seats with the
help of technology, and improve the passenger experience for those in need with a better service. Within
our system, the major components include the MONB app, wireless sensors on the screen doors and light-
bulbs nearby the priority seats.
Basically, our target group is the people with explicit or invisible needs in having a seat on an MTR journey.
By explicit need, it refers to those who possess higher visibility of their needs, mainly from their appearance
and their supplementary equipment. Elderly and disabled people are some examples, where they sometimes
14
assist their walking with wheelchair or walking stick. Others can effortlessly determine their mobility and
perceive them as with a higher priority to get a seat. At the mean time, since those with invisible needs are
not recognized easily, they are often neglected on the train and may have to suffer from standing all along
the journey while combating illness or discomfort. For instance, the post-surgery patients may not show
their wounds or scars in a conspicuous place, but they are inconvenient to stand for a long time. In general
cases, misunderstanding and unnecessary squabble are caused by failure of noticing the implicit need of
people. This is exactly what our solution is addressing on, conveying the message of the need for seat with
little effort of explanation.
The primary part of the idea is about the “MTR OnBoard (MONB)” app, which allows users to request seat
either prior to the train arrival or on the train. MTR OnBoard, as known as MONB, is a mobile app designed
for those with need for seat in their journey, making use of the iBeacon technology to interact with objects
in MTR stations. We divide the app users into two groups – permanent and temporary, according to their
time horizon of the need for seats. For permanent users, they usually refer to elderly group and those with
permanent inconvenience disabilities. For temporary users, they are people who have a need for seat with
a limited period of time, such as pregnant women. Despite the app is allowed to be downloaded by anyone
for free, only users with registered details can use the “request seat” function. As long as there is a risk of
abusing the service, verification is required upon registration. The applicants can either apply at the MTR
service stations or on the official website with appropriate medical certificate or related proof. After the
process, their accounts on MONB can be activated and in use.
MONB users can exercise the “request seat” function in two scenarios – on the platform and inside the
compartment. The MONB app needs to be switched on when they use the function inside MTR facilities.
BLE broadcasters/ transmitters (the “beacons”) are installed on each platform screen doors to emit signals,
which are the Bluetooth radio packets, for triggering the mobile app function. Moreover, beacons are added
on the handrails attached to the priority seats. When user approaches a MTR platform within a range and
stands still for a few seconds, the beacons on the platform detect and verify the user, then activate the
“request seat” function automatically. The request is only subject to the particular compartment which is
determined by the screen door user is standing in front of. After that, the request signal generated by the
beacon is sent to the MTR centralized data distribution centre, where the technician and specialist review
the request and check if there is seat availability in that compartment on the next arriving train. The seat
availability here is not referred to vacant seat, but the determination of whether the priority seat is already
sat by another app user, or people in need. When availability is checked, the centre emits signal to the next
arriving train, specifically to that compartment, informing an incoming passenger who needs a seat for
his/her journey. Upon the receipt of the signal, the LED light in the compartment is activated, which starts
blinking until the user gets the seat. The proximity between the seats and the user can be detected with the
Bluetooth technology, acknowledging the successful sitting by the user.
Another situation is when user is in the middle of the journey on the train. Understanding the frequency
between each train, users may not be able to get on the train in a rush while successfully be detected by the
screen door. Therefore, the app enables users to request for seat on the train. The principle works in a similar
way, where the beacons nearby the priority seats in the compartment receive the user request and thus
activate the LED light. This time, the user can request the nearby priority seats by pressing the “Request
Seat” button in the app. Then, the Bluetooth-embedded phone emits signal to the nearby handrails attached
15
to the priority seats and confirms the seat reservation. Whenever the seats are already occupied by another
user, the light will not be switched on. This helps the user to identify if the person sitting on priority seat is
in need, so as to prevent unnecessary embarrassment. After the user gets the seat, the light blinks stop.
An alternative solution, a “Smart Tag” is suggested by our team for non-smartphone users. The “Smart
Tag” has a battery life of 6 months and it is suggested to attach it outside the bag or clothes for maximum
signal strength. There will be two types of “Smart Tag” which is same as the app users, (1) permanent smart
tag (for elderlies and handicapped people) and (2) temporary smart tag (for expectant mother or people with
temporary needs). The smart tag can be collected from the MTR customer service centre after completing
the registration and verification process. Smart tag owners can use both of the screen doors reservation
function and in-train seat request function. The screen door reservation function works the same as the
mobile app, users with smart tags are suggested to stand near to the beacon to transmit “request seat” signal
to the centralized data distribution centre. If users have successfully reserved a seat, the beacon will show
a green notification light to notify the users. If the notification light turns red, users are suggested to go to
another platform as the priority seats on requested platform are occupied by other app or “Smart Tag” user.
While for the in-train seat request function, users with “Smart Tag” can go close to the handrail nearby the
priority seats to send “seat request” signal to the beacon. If the priority seat is available or not occupied by
other app or “Smart Tag” users, the LED light on the handrail will light up to notify the person on priority
seat that someone is in need. The “seat request” signal will also be sent to the central data distribution centre
to notify other users that the seat has been taken. Once the “Smart Tag” user has left the seat or out of the
transmitting range, the beacon will send the signal to the central data distribution centre to update the current
priority seat availability.
The “Smart Tag” application will only be available for a limited period only, around 9-12 months,
depending on the implementation and promotion process as it is just a temporary solution for non-
smartphone users. According to the Census and Statistics Department [22], 83% of the population aged 10
and over owns a smartphone. We believe that through promotion and app installation guidance on MTR
station, the demand on “Smart Tag” will decrease and the operating as well as technical team could focus
more on developing better functions and more user-friendly interface for app users.
With our app and tags, requesting for seat is no longer as embarrassed and stressed as before.
16
Fig. 9 Flow of signals from app to screen door sensor, to data centre, finally to compartment
Fig. 10 Flow of signals from Smart Tag to handrail sensor, and to data centre.
Components and Technologies Applied
iBeacon Technology
iBeacon is a protocol developed by Apple which allows Bluetooth devices to broadcast or receive signals
within a communication range of 1m to 70m. It consists of two parts: a broadcaster (beacon device) and a
receiver (smartphone app). The beacons are controlled by mobile apps to trigger events and call actions,
17
allowing users to interact with digital or physical things. In our case, the receiver is an iOS or Android
mobile app, while the broadcaster is a battery-powered sensor installed on the priority seats and screen
doors. The broadcaster side only sends data which consists of an UUID with a major and a minor value. For
example: UUID: B9407F30-F5F8-466E-AFF9-25556B55FE1D Major ID: 1 Major ID: 2
Explanation in Our Application
In our case, if beacon sensors are deployed in the MTR stations and inside the trains, and a mobile app is
developed that enables users to tell their locations once they approach specific priority seats or barrier-free
facilities, UUID will act as an unique identifier. Inside the stations and the trains, beacon devices would be
placed and each would be configured to use a different “minor” value. For example, at the MTR station A,
there will be beacon devices broadcasting the MTR UUID, major value 1, while the priority seats will have
minor values 1, 2, 3… according to their locations. With the information broadcasted by each beacon sensor, users with the mobile app can detect the locations
of priority seats and barrier-free facilities, and then perform actions such as displaying alerts to the user,
and turning lights next to the priority seats on and off. The needy location services guide and facilitate the
needy locomotion, and function as kind reminder for people to offer seats to the needy which helps reducing
conflicts when it comes to the cases of people with invisible needs.
Components
Beacon sensors (broadcaster)
The function of the beacon sensors is to transmit signal and detect the surrounding users. They will be
installed on the priority seats and screen doors. When user sends a request to the beacon sensor, it directs
the signal to the main data centre of MTR and escalates the process of checking availability of seats to
higher operating level.
Lightings
To alert the seat occupants for the presence of the needy, LED lightings will be deployed on the priority
seats and screen doors. They will be activated accordingly when app users request for seats or alert others
that they will get off the train soon. LED light is chosen because of the lower energy consumption than
LCD light, and its brightness causes less nuisance than using LCD lightings.
18
Mobile Application - MTR OnBoard
In the wake of mobile growth, a mobile application software is chosen to act as a receiver for our system.
Nowadays, many people own smartphones. The smartphone penetration rate in Hong Kong reached 84
percent in 2016 [23]. The mobile application works with iBeacon Technology and allow distant signal
transmission. Once users turn on bluetooth, they can use our app to make a request for seats. This will emit
signal and alert the sensors installed on priority seats and screen doors for light activation.
The mobile application is eligible to both IOS and Android mobile devices. However, in order to prevent
fraud and misuse of our services, users will need to register into the system. To become a long-term
membership, users need to provide HKID for age verification or submit proof of disability documentation.
Shorter membership programs will be provided those with temporary disabilities, such as pregnant women.
They will also have to submit documents for verification. The membership period will be based on their
needs. For example, a 10-month membership will be offered to pregnant women. After verification, they
can enjoy all the services provided in our app for free.
Main Functions:
1. “Request Seat” Button
Before the train arrives, the needy waiting on the MTR platform can send a request with the button which
activates the beacon sensor on the screen door and transmit the signal to the upcoming train for light and
sound activation. When inside the train, the needy can press the button to transmit signals to nearby priority
seat sensors.
2. “Get Off Train” Button
Since disabled people with wheelchair need more time and space to leave the train, this function is created
in order to remind other passengers to leave more space for them. Once the needy press the button, it will
trigger the light on screen door, reminding coming passengers to leave the space for them.
Other Functions:
1. Suggested In-station Routes
Mobility impaired passengers can search for the best in-station routes for navigating the station. By
searching for a particular destination, the app will show the most convenient route with designated
entrances and barrier-free facilities.
2. Staff Assistance
Currently, when wheelchair users negotiate the entrance stairs in stations, they have to call for staff for
wheelchair aid in advance. Using our mobile application, these requests can be made in advance and staff
will have more time to prepare for any special requirements.
19
5. Detailed Prototype
Video Explanation
Introduction of MTR OnBoard App (Total Length: 3:42)
Fig. 11 MTR OnBoard Explanation Video
This video depicts the four functions in the MTR OnBoard App - Staff Assistance, Request Seat, In-
station Navigation, Off-train notice, with explanation of the problems we are addressing on and the
benefits the society can gain from our solution.
20
Work Flow of MTR OnBoard App
Fig. 12 Work Flow of MTR OnBoard
21
LED Lightings Design
Fig. 13 Initial design of LED lightings on hand drill and screen door
The above design is for the LED lightings to be installed on the handrails surrounding the priority seats. It
is a 12cm x 12 cm x 3cm device with beacon chip which communicates with the BLE-embedded smart
devices, and triggers the lighting function if appropriate signals are received. Whenever the priority seats
are reserved successfully, the LED lightings will start blinking to alert people to give their seats to the needy.
For example, when a pregnant woman is waiting at the platform, the app automatically sends a request for
seat to the compartment of the arriving train. Before the train arrives, the LED lightings in that compartment
start to blink to inform those sitting on the priority seats that they should prepare to give the seat to someone
in need.
Fig. 14 Initial design of Smart Tag
22
Mobile Application - MTR OnBoard (MONB)
Fig. 15 MTR OnBoard App Homepage
(Please scan it to access our app)
MTR OnBoard Prototype
Home Page
Home page of the mobile app shows four main icons, which are Staff Assistance, Request Seat, In-Station
Navigation and Get Off Train. Pressing each icon leads to different page for the selected function. On the
left hand corner of the page, there is a scroll-down menu for signing out the account or showing the
instruction for using all the functions.
Fig. 16 & 17 Home Page & “Sign-out & Help“ Page
23
Account Management
User Login
User can login his/her account with registered username and password. Successful authentication leads to
the Home Page. Unregistered users can press “Register here” button to create a new account. Whenever the
user forgets his/her password, they can press “forgot password” button to reset password. By answering
correctly to the security questions, they can reset the password right away.
Fig. 18 Login Page Fig. 19 Security Question in Forgot Password Page
24
Fig. 20 Reset Password Page Fig. 21 Success of Reset Password Page
Member Registration
For new user, a membership account has to be created. Personal details such as full name, HKID, date of
birth, mobile phone number and remarks are required for account registration. For user with temporary
needs, he/she can check the box of Temporary user and state the preferred duration to enjoy the service.
Besides, security question and related answer are required for password reset purpose. However, the
account will only be successfully activated after the account verification.
Fig. 22 Registration Page
25
Account Verification
A unique QR code for the specific account will be generated after successful account registration. User has
to present his/her QR code to any one of the customer service centres at MTR stations to activate his/her
account. MTR staff will then verify user’s account with supporting documents provided by the user.
Eventually, the account is officially available to users after the account verification.
Fig. 23 Account Verification Page with QR code for staff checking purpose
Staff Assistance
For Staff Assistance service, user may enter their reasons for seeking help in the remarks text box and click
Submit to send his/her request. Once submitted, the app can locate the user so that the MTR staff can find
the user using their system. The page will then be in processing status until a staff comes to offer help to
the user and user can click the Confirm Staff Arrival button to confirm the arrival of staff.
26
Fig. 24 & 25 Staff Assistance Page and Status Processing Page
Request Seat
Seat Reserve
This function is available when user is on the train. By accessing the Request Seat function, the location
tracking function will be activated. The mobile app will automatically search for the signal of available
priority seats within the compartment the user is stationing. Upon successful matching, seat reserved
confirmation will be shown. If all priority seats are occupied in that compartment, the app will then suggest
the user to approach another compartment.
Fig. 26 Request Seat Pages
27
In-Station Navigation
In-Station Route
User can locate their in-station position with the indoor navigation technology with the mobile app. The
user can also choose the present location when the locating technology does not work. Then, user can
choose the preferred destination within the MTR station and click Search. A location map with optimized
route clearly showing barrier-free facilities and nearest exit will be suggested.
Fig. 27 In-Station Pages
Get-Off Train
For the Off-Train function, user can choose the MTR line and corresponding stop. Then, press the Submit
button to make the request of getting off the train. In-station centre of the corresponding stop will receive
the Off-Train request. This will trigger the light of the corresponding screen door, which reminds people
waiting at the platform to leave some space for the needy getting off the train. If necessary, MTR staff will
wait at the specific cart with assisting tools required, for example, wheelchair ramp.
28
Fig. 28 Get-off Train Pages
6. Benefits
Potential beneficiaries and Coverage
In Hong Kong, the reported number of population with disability shows an increasing trend, consisted of
8.1% of total populations with 578,600 persons in 2013 [24], and the trend is expected to be continuously
growing in the future. As an advanced metropolitan, safety and ethics are the essential indicators other than
efficiency and effectiveness to demonstrate our cutting-edge developments.
Our solution will focus on the MTR services, including all MTR lines, Airport Express Line (AEL) and
Light Rail so the group being affected will mainly be the MTR passengers. MTR services have served
around 18,876,552,000 people in year 2015 and carry the average daily passengers of 5,173,000 people
[25]. The major beneficiaries will be disabled people or people with reduced mobility which include
elderlies, handicapped people, expectant mothers, adults with small children, and as well as people with
invisible needs.
Assume all 578,600 of disabled use MTR services,
578,600 / 5,173,000
= 0.112 (corrected to 3 d.p.)
Conservatively, 11.2% of MTR daily passengers will be the main beneficiaries. However, the number of
potential needy does not include those with invisible needs (e.g. post-surgery patient), so the potential
beneficiaries will be more than that.
29
Priority seats have been adopted on different public transport in Hong Kong for an observable period, in
order to solve the problem of insufficient seats under heavy load by highly-dense population. Some
passengers with disability who have occupied the seats have, however, suffered from criticism. It is possible
that may have a disability that is not easily recognized by others and they may not be comfortable discussing
it in public [26]. On the other hand, multi-purpose spaces inside train compartments have been fully
occupied because of the crowdedness of trains and ineffective promotion, especially during rush hours.
Passengers carrying baggages, strollers or in wheelchairs often cannot get access to the designated area and
ended up with mounting near the entrances of trains. Because of limited staffing and spaces on spots, safety-
violated acts prevention and alert are usually inexecutable, especially during rush hours.
Hong Kong, as an international city, should have developed proper ethical and moral education without
bias, instead of just superficially putting on stickers that lead to stereotyping and delivery of inappropriate
values to younger generations. Safety concerns should have also been tackled with in most foreseeable
circumstances. In view of the situation, our team would like to strengthen social sustainability and
transportation safety by developing MTR OnBoard solution. We expect with our idea, ethical values
without prejudicing anyone can be properly transmitted to all generations, while any other potential safety
risks aroused from passengers’ special needs can be reduced during all transits in Hong Kong.
Values
1. Better accessible transport services
Our solution makes the MTR services more accessible for people with disabilities. The introduction of
beacon sensors and lightings on the priority seats, screen doors and multi-purpose spaces improve and
further enhance accessibility of MTR services and facilities. Functions such as “Request Seat”, “Get Off
Train”, “In-station Routes Suggestion” and “Call for Staff Assistance”, allowing people with disabilities
and those with invisible needs to use the services with ease and convenience.
2. Efficient use of train capacities
With deployment of sensors and other supplementary functions, our solution helps MTR manage their
resources efficiently, utilizing 100% of seats and spaces which alleviate the pressure on limited capacity.
The solution also helps shorten boarding and alighting time.
3. Avoid public judgement
Most people just avoid the priority seats when they board the train, only for some of the time a few will
still sit there if all the other seats are taken. It does, however, give those passengers who need them the right
to silently shame the seat thief into standing if they need to sit down or sometimes even develop into conflict.
Majority of people considered filming the seat thief and uploading videos on the internet help the situation
[27]. Nevertheless, there are oftentimes that people using priority seating have hidden disabilities which
cannot be noticed easily. Our MTR OnBoard solution helps identify people with invisible needs supported
by accounts registered beforehand, which can successfully avoid conflicts among passengers or public
judgement.
30
4. Help people with invisible needs
For most of the time, the need of people with hidden situation is neglected. For example, those with heart
problems, anxiety disorders, post-surgery patients, however, the difference between those who have priority
needs and those who don't can become blurred, due to the difficulty to determine who has the need. Hence,
their needs are often left out. Findings showed that only 44% and 46% of passengers could perceive one’s
entitlement to priority seating of customers with hidden illness and learning difficulties [28]. Many people
struggled to get a seat when they need one, especially those with hidden conditions. As mentioned above,
our MTR OnBoard solution can identify people with invisible situations and effectively avoid public
judgement towards those people which address their needs.
5. Simple and easy steps
Our mobile application is beautifully designed and user-friendly for all users with simple and easy-to-follow
interfaces. Users can perform multiple tasks using a few simple steps.
7. Operation Plan
We strongly understand that the purpose of this app is to help passengers in need, such as elderlies, handicap
people, pregnant women, people with invisible needs and etc. to obtain a seat while using our transportation
system and provide conveniences.
The day to day operations of our MTR OnBoard app consists two major part: (1) backend technical and (2)
promotional service.
We have formed a backend and technical team for this project and they will be operating at the Tsing Yi
Operations Control Centre, which is the heart of MTR train operations. Staffs of this team will make sure
the mobile apps, database server (store user’s information) and in-station facilities such as the sensors on
trains and stations working smoothly, securely and reliably for passengers in need. Maintenance team will
be sent out immediately to recover daily operations if the sensors are detected broken. Weekly diagnostic
will be run to make sure all system working smoothly.
Staffs in all service centres will be handling the user registration and verification tasks and providing
guidance on installing and using the app. To complete the registration, valid documents such as medical
certificate or medical report from certified medical centre and registration QR code(obtain from app) are
required to provide to the staff at service centre for verification. During the promotion period, part time
staff will be hired to help promoting the app and providing assistance for new users.
31
8. Promotion Plan
Since this is a mobile app created to help people in need to get a seat while travelling with MTR
transportation system and promote seat giving culture, the mobile app will be free of charge and available
in both Apple Store and Google Play Store. To increase sustainability and generate revenue from the mobile
app, Google AdMob will be applied to the app for businesses to promote their products or services.
The marketing plan will be divided into offline and online. Both campaigns have the same target audience,
which male and female MTR passengers ranging from age 16 to 65 or above.
Marketing Type Marketing Strategy
Offline 1. Ads Banners
The ads banners will be display in-station ads space, exits, in-train, and train door
to promote the benefits of the app and seat giving culture. Collaboration with local
artist such as Joseph Wong (王澤), the current author of Old Master Q c can be
arranged to increase relevancy and effectiveness of the ads.
2. TV Ads
Persuasive TV advertising will be created to increase demand and influence people
to change. Casters such as Bowie Wu (胡楓) and Helena Law Lan (羅蘭) are famous
for TV ads. The TV ads will also be posted on social media to increase awareness
and conversion.
3. Promotional Events
An opening ceremony will be held to kickstart the operation of this project and
promote the benefit of this newly added service. Social Welfare Organization such
as Hong Kong Federation of Handicapped Youth, Elderly Commission, The Elderly
Services Association of Hong Kong and NGOs will be invited to participate in this
event.
Online 1. Social Media and Social Network
Promotional Content such as video and message will be shared on MTR Social
Media account (Facebook and YouTube) to spread awareness for possible future
app user.
In order to incentivize passengers and encourage change, we now offer 3 free single trips for the first 100
registered users. After successfully registered and verified as an user, the free trips will be added to the
Octopus Card. The free trip is valid for 30 days from the date of issue for one way MTR domestic journey
to any station (except Airport Express, East Rail Line First Class, to/from Lo Wu and Lok Ma Chau stations
and MTR Bus).
32
Fig 29. Suggested Ad Banner 1
Fig 30. Suggested Ad Banner 2
9. Project Plan and Resources Needed
Project Scope
The project aims to construct an infrastructure model in MTR, which integrates the existing communication
architecture, for the components on the MTR train and system to respond to the request by users. The human
interaction factor is driven by mobile app or Beacon tag. The major deliverables in this project are the MTR
OnBoard App including four functions, the MTR OnBoard Beacons for temporary users, installed sensors
33
on priority seats, installed LED lights on screen-doors and handrails, and an effective signal transmission
channel bridging the users, the MTR staff and the MTR facilities.
Resources Needed
To build up the system, hardwares and softwares are required. Hardwares include 1,352 units of Seat
Sensors, 87 units of long-range iBeacons and 2,704 units of LED Lightings components. For the
development of the project, which is the construction of MTR OnBoard App, Beacons and integrated
system, a team of 7 professionals is required. It comprises 1 system analysts, 2 system developers, 1 quality
assurance specialist and 1 project manager. Meanwhile, for the procurement of materials and installation
of hardware on the trains, MTR should coordinate its own procurement department and own crew of
technical engineers to complete the tasks. Besides, post-launching activities such as marketing promotion
also attribute to MTR’s own effort.
Time Management
It is estimated that the preliminary stage of the project would take roughly 11 months to launch the MTR
OnBoard system. It kickstarts on 3rdJanuary, 2018 and ends on 23rdOctober, 2018, coupling with a buffer
period of 10 days for potential schedule overrun. The project period is chosen based on the historic
patronage figures of MTR, where the installation of hardware and software avoids the busy months. As
shown in the table below, the project schedule is systematically divided into five major phases, including
Research & Planning, Product Design, System Development, Execution, as well as Quality Control. A list
of milestones is provided to ensure the work progress aligns with the planned schedule.
Beginning in January, all the stakeholders involved in the project would come together for a kick-off
meeting, where they would greet each other and discuss the big framework for the project plan to gain a
better understanding on the solutions they would work on in the coming months. The stakeholders should
include the MTR Board, MTR CIO the 7 professionals from the partnering consultancy firm,
representatives from MTR internal departments related to the project, etc. Another meeting would be held
immediately between the consulting team and MTR CIO and management-level representatives, which
aims at giving insights and knowledge of the existing MTR infrastructure and related information systems
to the consultants. This would assure their design on MTR OnBoard can be compatible with the systems in
reality. Meanwhile, the 2 system developers would start doing a 2-week preliminary research, to learn the
current situation of different groups of MTR passengers and justify the imminent need for the dire situation.
In late-January and early-February, there are the user requirement analysis, system requirement analysis
and quality requirement analysis to define the criteria of mobile App the public is looking for, the standard
conditions for system configuration, and the benchmark for assessing quality control.
Around mid-February, the 2 system developers and 1 designer would work on the App Interface, Beacon
appearance and system outline plan based on the research results. After the drafting, the MTR procurement
department would start searching for vendors to buy in the system hardware items within one-and-a-half
months, such as seat sensors, beacons and LED light. Then, the technicians would install the sensors and
34
light components both on the train and on the platform. The light parts would be put on the handrails beside
every priority seats on trains and on every screen doors at every platform. On the other hand, the sensors
would only be installed on the priority seats in the compartments. At the mean time, the app prototype and
beacon prototype should be completed in around the middle of June, so that the system developers could
work with the system analysts in integrating the MTR OnBoard system with the existing information system.
Three levels of testings – unit, integration, user acceptance would be conducted upon successful linkage of
systems, to search for bugs and deficiency in the outcome. Assessment method like cognitive walkthrough
would be done by system developer to ensure all the functions are working in proper manner.
In August, the MTR OnBoard system would eventually roll-out to the public. In our phased project, there
would be a pilot launch in Kwun Tong Line, Tung Chung Line, West Rail Line and East Rail Line, where
they act as a testbed with lower patronage during peak hour among other lines. Extension of the system
depends on the response and results of the initial roll-out. As the success of the system entails critical human
factors in order to fulfil its tentative purpose, the MTR staff would be trained in workshops in managing
the flow of MTR OnBoard. By the end of mid-September, they should know how to deal with received
signals from users’ app and how to locate the users when they request assistance. The popularity of MTR
OnBoard should be bolstered by marketing effort, where promotional campaigns would be done by the
corresponding department from MTR after the launch.
From mid-September to late-October, the period is considered for quality control, meaning the quality
assurance specialists collect feedback from users and do field study to write a summary review for the
product.
Table of Milestones
Milestones Activities Dates
M1 Research Sharing with Team 02/09/18
M2 Completion of App Interface, Beacon, System Design 04/18/18
M3 Completion of Beacon Prototype 06/20/18
M4 Completion of App Prototype 06/27/18
M5 System Roll-out 08/22/18
M6 Project Completion 10/23/18
Fig. 31 Table of Milestone
35
Detailed Work Breakdown Structure (WBS)
Project Phase Task Duration
(Day)
Start Date
(mm/dd/yy)
End Date
(mm/dd/yy)
Research &
Planning
Kick-off Meeting with Stakeholders 1 01/03/18 01/03/18
Consultation with MTR CIO and
Management Level
7 01/04/18 01/12/18
Preliminary Market Research 14 01/09/18 01/26/18
User Requirement Analysis 21 01/24/18 02/12/18
System Requirement Analysis 14 01/24/18 02/06/18
Quality Requirement Analysis 7 02/09/18 02/19/18
Product Design App Interface Design 25 02/20/18 03/19/18
Beacon Design 14 02/20/18 03/09/18
System Design 30 03/15/18 04/18/18
System
Development
Procurement of sensors, beacons, LED
light and other components
45 04/19/18 05/30/18
Installation of sensor, LED light
components on train
20 05/31/18 06/20/18
Completion of App Prototype 15 06/07/18 06/27/18
Completion of Beacon Prototype 10 06/07/18 06/20/18
System Integration 16 06/28/18 07/19/18
System Testing (unit testing,
integration testing, user acceptance
testing)
21 07/13/18 08/10/18
Cognitive Walkthrough 5 08/13/18 08/17/18
Execution Staff Training 30 08/01/18 09/11/18
System Roll-out 3 08/20/18 08/22/18
Marketing Campaign 14 08/23/18 08/28/18
Quality Control Heuristic Evaluation 10 09/12/18 09/25/18
Feedback Review 30 09/12/18 10/23/18
Fig. 32 Project Work Breakdown Structure
36
Fig. 33 Gantt-Chart of Project Timeline
Budget
Item Description Amount in HKD
Labour $1,870,000
(A) 1 systems analyst for 11 months $35,000 per month
= $385,000
(B) 2 systems developers for 11 months $ 25,000 per month
= $550,000
(C) 1 quality assurance specialist for 11 months $ 35,000 per month
= $385,000
(D) 1 project manager for 11 months $ 50,000 per month
= $550,000
Mobile application basic development fee $127,500
(A) iOS native development $43,000
(B) Android native development $41,000
37
(C) Cloud database $3,500
(D) Product design $40,000
Hardware $703,158
(A) Seat Sensors (1352 units)* $400 x 1352
= $540,800
(B) Long Range iBeacon (87 units)** $250 x 450
= $21,750
(C) Led Light (2704 units)*** $52 x 2704
= $140,608
Marketing $71,500
(A) Ads Banner $20,000
(B) TV Ads $41,500
(C) Events $10,000
Total $2,772,158 * Units are roughly estimated according to the total number of train compartments. [29]
** Units are estimated based on the total 87 stations. [29]
*** Units are estimated based on the double installation of led light on both train compartments and screen doors.
Fig. 34 Budget Breakdown
Sustainability Plan
Funding
The total investment is about 2.8 million Hong Kong dollars which covers all the hardware, mobile
application development, labour and marketing expenses. There are two potential sources of funding,
namely the government funding and MTR’s investments.
MTR will be accounted for the biggest part of the source of funding because MTR OnBoard will help create
a harmonious city by encouraging citizens to offer their seats to the needy. This aligns with MTR’s business
goal and makes better resource allocation. As such, it is expected that MTR will mainly support for this
investment.
Another major source of funding is from the government. MTR OnBoard will help the government to assist
people with invisible needs to remain living in the community. Several government funding schemes are
available to this project:
Grants Expected receivable amount Eligible requirements
Hong Kong Science and
Technology Parks Corporation’s
Incu-App Programme [30]
A maximum of HK$639,000 Smartphone-based applications
Cyberport Incubation Programme
[31]
A maximum of HK$330,000 Early-stage companies in areas of
digital technology
38
Patent Application Grant [32] A maximum of HK$250,000 Locally companies and
individuals apply for patents and
inventions with technology
elements
Cyberport Creative Micro Fund
[33]
A maximum of HK$100,000 Digital tech start-up projects
Fig. 35 : Table of Potential Grants
Revenue
1. Selling business idea
MTR OnBoard is the first mobile application that overcomes all the lacking areas of existing
priority seats’ solutions and expands the target users to people with invisible needs. This idea can
be sold to other countries and help them cope with their social problems caused by priority seats,
such as UK, Korea and Mainland China. It is expected that a substantial revenue can be obtained
by selling this business idea to interested companies.
2. In-app advertising
In-app advertising is another strategy to help MTR OnBoard earn a stable revenue. Hundreds of
thousands of people will enjoy the service of MTR OnBoard, and this creates a large user base for
in-app advertising. Different app’s engagement metrics will be used to calculate the advertising fee,
such as ad impressions per minute, ad network fill rate and eCRM for ads.
As a result, it is expected that the payback period is 3.5 years due to the strategy of selling the business idea
to interested companies and through in-app advertising.
39
References
[1] “Accessibility and Development: environment accessibility and its implications for inclusive,
sustainable and equitable development for all”, the United Nations, June 2013. [Online]. Available:
http://www.un.org/disabilities/documents/accessibility_and_development_june2013.pdf [Accessed: Feb.
12, 2017]
[2] "Train Improvement Works - Priority Seats," in MTR. [Online]. Available:
https://www.mtr.com.hk/en/corporate/projects/projects_ops_improve_train_seat.html. Accessed: Feb. 10,
2017.
[3] "Subway etiquette: The debate never stops,". [Online]. Available: http://www.ejinsight.com/20140716-
hong-kong-subway-etiquette/ [Accessed: Feb. 13, 2017].
[4]" 中 學 生 與 讓 座 文 化 問 卷 調 查 ", 2017. [Online]. Available:
http://www.beacon.com.hk/popindex/case009.pdf. [Accessed: Feb. 12, 2017].
[5] "坐關愛座遭年青男女指摘、冷眼 台 20 歲孕婦「一下車崩潰大哭」," Hong Kong 01, 2017.
[Online]. Available:
https://www.hk01.com/%E7%86%B1%E8%A9%B1/69642/%E5%9D%90%E9%97%9C%E6%84%9B%
E5%BA%A7%E9%81%AD%E5%B9%B4%E9%9D%92%E7%94%B7%E5%A5%B3%E6%8C%87%E
6%91%98-%E5%86%B7%E7%9C%BC-%E5%8F%B020%E6%AD%B2%E5%AD%95%E5%A9%A6-
%E4%B8%80%E4%B8%8B%E8%BB%8A%E5%B4%A9%E6%BD%B0%E5%A4%A7%E5%93%AD-.
[Accessed: Feb. 11, 2017].
[6] A. A. YEUNG, "Hongkongers ‘too fixated on smartphones to give up seats to needy on public transport’,
half of poll respondents say," South China Morning Post, 2015. [Online]. Available:
http://www.scmp.com/news/hong-kong/education-community/article/1851151/hongkongers-too-fixated-
smartphones-give-seats. [Accessed: Feb. 10, 2017].
[7]"Monthly Traffic and Transport Digest", 2016. [Online]. Available:
http://www.td.gov.hk/filemanager/en/content_4747/1611.pdf. [Accessed: Feb. 12, 2017].
[8]"Capacity and Loading of trains in the MTR Network", 2016. [Online]. Available:
http://www.legco.gov.hk/yr15-16/english/panels/tp/tp_rdp/papers/tp_rdp20160419cb4-854-7-e.pdf.
[Accessed: Feb. 13, 2017].
[9]"Population and Household Statistics Analysed by District Council District", 2016. [Online]. Available:
http://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID=002&ID=0&productType=8. [Accessed: Feb.
13, 2017].
[10] “‘Please Offer Me a Seat’ badge and card to be rolled out permanently after successful trial”, Transport
For London of UK government, 2016. [Online]. Available: https://tfl.gov.uk/info-for/media/press-
releases/2016/december/-please-offer-me-a-seat-badge-and-card-to-be-rolled-out-permanently-after-
40
successful-trial . [Accessed: Feb. 17, 2017]
[11] “Baby on board”, Transport For London of UK government, 2016. [Online]. Available:
https://tfl.gov.uk/forms/23479.aspx [Accessed: Feb. 18, 2017]
[12] "Please offer me a seat”, Transport For London of UK government, 2017. [Online]. Available:
https://tfl.gov.uk/campaign/please-offer-me-a-seat?intcmp=41947 . [Accessed: Feb. 18, 2017]
[13] “‘Babee on Board’ app is about to end all the tube awkwardness”, Metro.co.uk, 2017. [Online].
Available: http://metro.co.uk/2017/01/23/babee-on-board-app-is-about-to-end-all-the-tube-awkwardness-
6399436/ [Accessed: Feb. 19, 2017]
[14] “Frequently Asked Questions on Babee On Board” , Babee On Board official website, 2017.[Online].
Available: http://metro.co.uk/2017/01/23/babee-on-board-app-is-about-to-end-all-the-tube-awkwardness-
6399436/ [Accessed: Feb. 19, 2017]
[15]R. Sanghani, "South Korea trials wireless 'pink light' train seats so passengers can give up seats for
pregnant women", The Telegraph, 2017. [Online]. Available:
http://www.telegraph.co.uk/women/life/south-korea-trials-wireless-pink-light-train-seats-so-passengers/.
[Accessed: Feb. 20, 2017].
[16]"Strange pecking order of the vulnerable in Korean subways", 2015. [Online]. Available:
http://www.koreaherald.com/view.php?ud=20151004000341. [Accessed: Feb. 20, 2017].
[17]"Pregnant Ladies First Badge", Korea4expats, 2015. [Online]. Available:
http://www.korea4expats.com/article-pregnant-women-badge.html. [Accessed: Feb. 20, 2017].
[18]L. Poon, "Korea's 'Pink Light' Campaign Reminds Riders to Yield Seats to Pregnant Women", CityLab,
2016. [Online]. Available: http://www.citylab.com/navigator/2016/06/koreas-pink-light-campaign-
reminds-riders-to-yield-seats-for-pregnant-women/485816/. [Accessed: Feb. 20, 2017].
[19]"大眾運輸博愛座怎坐惹爭議 新北市推讓座新觀念與標章 | ETtoday 東森新聞雲", ETtoday 東
森新聞雲, 2016. [Online]. Available: http://www.ettoday.net/news/20161223/835690.htm. [Accessed: Feb.
20, 2017].
[20] D. Girish., "IBeacon vs NFC vs GPS: Which indoor location technology will your business benefit
from?" 2016. [Online]. Available: https://blog.beaconstac.com/2015/07/ibeacon-vs-nfc-vs-gps-which-
indoor-location-technology-will-your-business-benefit-from/. [Accessed: Feb. 18, 2017].
[21] "What is iBeacon? A guide to iBeacons," iBeacon.com Insider, 2014. [Online]. Available:
http://www.ibeacon.com/what-is-ibeacon-a-guide-to-beacons/. [Accessed: Feb. 18, 2017].
[22]"Thematic Household Survey Report No. 59", 2016. [Online]. Available:
http://www.statistics.gov.hk/pub/B11302592016XXXXB0100.pdf. [Accessed: Feb. 28, 2017].
41
[23] "Asia-Pacific boasts more than 1 Billion Smartphone users," 2015. [Online].
Available:https://www.emarketer.com/Article/Asia-Pacific-Boasts-More-Than-1-Billion-Smartphone-
Users/1012984. [Accessed: Feb. 25, 2017].
[24] Census and Statistics Department, HKSAR, “Persons with Disabilities and Chronic Diseases in Hong
Kong,” in Hong Kong Monthly Digest of Statistics, 2015.
[25] Toronto Transit Commission, “TTC Priority Seating,” Nov-2014. [Online]. Available:
https://www.ttc.ca/Riding_the_TTC/Frequently_Asked_Questions/Priority_Seating_FAQ1.jsp. [Accessed:
Mar 20, 2017].
[26] GovHK, “Hong Kong Fact Sheets – Transport,” May 2016. [Online]. Available:
http://www.gov.hk/en/about/abouthk/factsheets/docs/transport.pdf. [Accessed: Mar 20, 2017].
[27] “Hongkongers ‘too fixated on smartphones to give up seats to needy on public transport’, half of poll
respondents say,” South China Morning Post, 20 Aug 2015. [Online]. Available:
http://www.scmp.com/news/hong-kong/education-community/article/1851151/hongkongers-too-fixated-
smartphones-give-seats. [Accessed: Mar 20, 2017].
[28] “London public transport introduces 'please offer me a seat' badges for people with 'invisible'
disabilities,” ABC, 23 Dec 2016. [Online]. Available: http://www.abc.net.au/news/2016-12-23/london-
introduces-badges-for-people-with-invisible-disabilities/8145570. [Accessed: Mar 20, 2017].
[29] "Executive Management's Report", MTR, 2015. [Online]. Available:
http://www.mtr.com.hk/archive/corporate/en/investor/annual2015/E111.pdf. [Accessed: Mar 28, 2017].
[30] "HKSTP - Incubation Programmes", HKSTP, 2017. [Online]. Available:
https://www.hkstp.org/hkstp_web/en/what-we-do/nurture-technology-talents/incubation-programme/.
[Accessed: Mar 28, 2017].
[31] “About Cyberport - Admission Requirements", Cyberport Hong Kong, 2015. [Online]. Available:
https://www.cyberport.hk/en/about_cyberport/cyberport_entrepreneurs/cyberport_incubation_programme
/cyberport-incubation-admission-requirement. [Accessed: Mar 28, 2017].
[32] "ITC - Patent Application Grant", Innovation and Technology Commission, 2016. [Online]. Available:
http://www.itc.gov.hk/en/funding/pag.htm. [Accessed: Mar 28, 2017].
[33]"Cyberport Creative Micro Fund", Cyberport Hong Kong, 2017. [Online]. Available:
http://www.cyberport.hk/en/cyberport_creative_micro_fund. [Accessed: Mar 28, 2017].
