The paper describes the opportunities and challenges of e-ticketing in public transportation. While the concept of eticketing is prevalent in the airline industry, it is difficult to implement in an operating environment where the entire business strategy is based on an “open access” system for flexible travelling. We present here the case study of Deutsche Bahn Mobility as the world’s largest logistic network, in its successful e-Ticketing implementation strategy. First we describe e-ticketing strategies in transportation and briefly differentiate two closely related industry: airlines and railways. Then we describe the strategy and challenges faced by DB in its e-Ticketing implementation follow by proposals of future market expansions areas based on existing platforms and infrastructure. Finally we conclude by setting out implications of this case study for the broader business and research community as agenda for future research.
