Purpose In the broader context of the pursuit of a more sustainable transport policy in the United Kingdom, the paper aims to explore issues that emerged during the instigation, development and implementation of a national smart ticketing policy for England. Design/methodology/approach The primary empirical information in this paper was derived from 51 semi-structured interviews with 61 key stakeholders in the process of developing and implementing a smart ticketing policy. Participants were identified through a purposive sampling approach designed to engage respondents because of the position they occupy and the quality of information they can provide. Findings Difficulties emerged in the partnership approach to policy delivery made necessary by the privatised and deregulated operating environment, and a national smartcard scheme is still not in place. The Department for Transport appears to have struggled to resolve tensions between imposing the government’s will on the one hand, and not wanting to be seen to interfere with the functioning of the market on the other. Originality/value A detailed insight into the difficulties of a previously unreported aspect of sustainable transport policy delivery in the UK, and an under-reported aspect of public transport smart card use internationally. The findings point to particular cultural and institutional difficulties that prevented successful policy rollout, and the implications of failure are considered in the context of attempts to promote modal shift from private cars to public transport.
Shaw et al. (2025) studied this question.