Rethinking Transport




Established businesses


Third Sector

We work with start-ups who are going places. We help them to get a leg up in the world and deliver innovation into the market-place.

We work with the Third Sector who want to Make A Difference ... because so do we.

We work with established businesses who are looking to take that next step. If you've got a business challenge but don't know how to deliver it, then talk to us.

We work with Government bodies who want to establish a new way of thinking. We help deliver Government policy, whether in innovation or transport policy.










Rethinking Transport is a trading name of Hartley Oak Limited.    Registered in England & Wales: Company Number: 8196695.

Registered office: 5 Phoenix Court, Hartley Wintney, Hook, Hampshire RG27 8JQ.

At Rethinking Transport, we've worked with all flavours of smart ticketing: mobile ticketing, smartcard ticketing and contactless payment cards. We started working with a start-ups rolling out mobile ticketing across the UK rail industry and helped them to grow to being the supplier for over half of the Train Operating Companies within the UK. In order to remove the inhibitors to uptake, we worked with the Association of Train Operating Companies to write the inter-operable standards for mobile ticketing. On smartcard, we worked on the South East England Flexible Ticketing (SEFT) project and got very familiar with the technical intricacies of the ITSO standard. Our role was to see whether we could bring together the worlds of the ubiquitous mobile phone with Government's preferred standard and see if they could co-exist. This lead to the first pilot of Contactless EMV cards on National Rail, working closely with Transport for London's Future Ticketing Programme.


If you're not sure which type of smart ticketing is for you, then we can help you develop your smart ticketing strategy.

Smart Ticketing

At Rethinking Transport, we're equally familiar with the "bits and bytes" or data structures that must combine together in order to deliver seamless travaller information systems. Having worked closely with Transport Direct, we know our NaPTANs from our TranseXChange (TXC) standards and this culminated in a project to deliver the Games Journey Planner for the London 2012 Olympics. On this project, Jon Maybury, the founder at Rethinking Transport, brought together a diverse range of senior stakeholders from different organisations from the traveller information community to jointly develop the strategy for the provision of Traveller Information Services by the Olympic Delivery Authority. This strategy was successfully delivered at Games-time and was heralded as a success, for both spectators and members of the public who were quaintly known as "background demand". Jon has also worked with Transport for London, Transport Direct, Traveline, the National Transport Authority, National Rail Enquiries and many train and bus operators.

As a complement to major infrastructure projects for the London 2012 Games, Jon Maybury (the founder of Rethinking Transport) worked on the design and integration of the largest Travel Demand Management project in the UK.  It sought to address the challenge that at certain times of day, at certain locations demand for London’s transport network would have been significantly over capacity during the London 2012 Games. Having helped secure the programme, Jon was Programme Manager for the resulting £20+M project, which combined traditional travel planning, a marketing and communications campaign and an IT project to deliver traveller information services.


Rethinking Transport has worked on demand management programmes on all forms of transport networks. When seconded to the Department for Transport / Technology Strategy Board, Jon worked closely with the Department's road pricing policy teams to deliver innovation into their procurement, in particular an innovative Time Distance Place road charging programme. One of the key drivers for the Department's flexible ticketing programme on the railway in the South East is in order to meet the McNulty objectives to cost-effectively delivered sustained growth on the rail network.

Rethinking Transport is working with Chiltern Railways, who are opening the first new rail link between two major British cities for over 100 years. This provides an ideal opportunity to demonstrate innovation in retail & smart ticketing. Rethinking Transport are commissioned to deliver Chiltern retail systems strategy, including consideration of the next generation of Ticket Vending Machines, large-screen Traveller Information Screens, booking office systems and station host devices. Rethinking Transpoet are also helping Chiltern Railways to pilot the first application of contactless EMV cards on National Rail.

Traveller Information

Demand Management

Rail Retail Systems