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The SBB is the state-owned federal Swiss railway company that provides most of the railway service in Switzerland. It's website is one of the most visited sites in Switzerland. One Inside, a VASS Company and SBB, built together a comprehensive omnichannel solution that goes beyond web channels, using mobile and digital signage to communicate with customers.

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The challenge

One disruption, multiple communication points

SBB punctuality is well known and normally, rail operations run without any major problems or delays. But in some situations, even SBB can experience operational disruptions or interruptions in rail traffic.

In the case this happens, fast, consistent, and reliable information is needed. Which lines are disrupted or delayed, how long will the inconvenience last, and what travel alternatives are available?

This is not an easy task. Dozens of different communication channels are available and need to be synchronized across different teams, divisions and regions, not to mention the technical differences of equipment sometimes decades old.

SBB and One Inside, a VASS Company, created a central point for the preparation and distribution of customer information.

The “Content Management System Customer Information” (CMS KI), based on Adobe Experience Manager.

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How we did it

Fast, consistent, and reliable information across all channels

SBB has used Adobe Experience Manager (AEM) for many years as the CMS of choice for their website. It was natural to use AEM for customer information in case of malfunctions and to supplement it with AEM Screens functions for controlling displays (digital signage) as well.

As several different display types and backend systems are involved, specific solutions had to be implemented for each interface:

  • VIA, the backend system that generates messages in the case of a service disruption, communicates with CMS KI through REST APIs, and pushes service disruption messages directly to the CMS;
  • The Smart Information Displays, touch-based kiosks on smaller and medium train stations, request their content through a combination of the proprietary AEM Screens protocols and a REST API;
  • The E-Panels, advertisement screens located in larger train stations, pull their content via HTTP requests;
  • Finally, the Inspiration Desks, touch-based screens located in travel information centers are powered by AEM Screens and a touch-optimized Angular App.

The result


A “one size fits all” solution was not possible due to technological, organizational and other technological constraints.

However, a new display type is not much different from a new channel, and a basic omnichannel approach was sufficient.

Standardized interfaces and processes and the flexibility of Adobe Experience Manager’s hybrid CMS approach (a mixture between a headless and a traditional approach) are the cornerstones of the project’s success.

This Success Story was delivered by One Inside, a VASS Company – a leading Adobe technology solutions specialist based in Switzerland.





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