Global uncertainties, the abandonment of agreed climate targets, funding cuts and a shortage of skilled workers across the board... When times are challenging all over the globe, courageous and visionary decisions for public transport are needed more than ever to make the mobility turnaround a reality.
Under the banner of “Right Here, Right Now: Empower the Change!”, renowned industry experts from international transit agencies as well as the spheres of business and politics will be presenting their decisions at the 11th HanseCom Forum. The common denominator: Courage, strength and the will to change make these presentations outstanding success stories. Success stories that help to take the mobility turnaround to the next level. Step by step, with unstoppable persistence.
Discuss these and other topics with decision-makers from the spheres of public transport, business and politics at the HanseCom Forum:
27 – 28 November 2025
Target group:
Board members, managing directors and executives from the fields of digitization, marketing, mobility planning, strategy and sales in public transport
Conference Language:
The HanseCom Forum will be held in German and English, with simultaneous translation being provided.
Thursday, 27 November 2025
Sales Under Pressure
Rising costs, declining sales, tight public budgets: Transit agencies are under enormous economic pressure, which is also greatly impacting sales. At the same time, this presents a great opportunity to perform long-overdue consolidation measures and take on the challenges of the future with strength and determination. Hamburger Hochbahn presents its strategy.
Powering Up Sales by Adding “Digital” to the Mix
KVG (Kasseler Verkehrsgesellschaft AG) operates Kassel’s streetcars and buses. When Michael Schröder and Heiko Lindner launched their mission at KVG, their starting point was a highly traditional transit agency that relied on analog sales. With the aim of modernizing sales channels and making them more digital, they have initiated a series of bold changes – including promoting independence, exclusively cashless sales, the inclusion of new means of mobility, as well as cross-selling within the municipal utility network. All changes are planned and introduced in harmony with city policy and in close coordination the various stakeholders. Join the two on an exciting and innovative journey at the HanseCom Forum.
Omnichannel Retailing in Transit: Creating Solutions to Drive Loyalty and Seamless Journeys
Passenger expectations are evolving, today there is increasing expectation on agencies to provide more than a ticket, they expect choice, convenience, and experiences that rival the best of retail.
This session will explore how National Express Bus have been unlocking growth by embracing and delivering omnichannel retail solutions to reduce friction, attract new passengers, and turn everyday trips into repeat, loyal journeys.
The session will showcase how innovative retail solutions have been implemented across National Express Bus, delivering commercial value for the operator whilst establishing a basis from which to exceed customer expectations and do so across different demographics. All with the intention of changing behavior, creating seamless, connected journeys that not only attract customers but keep them coming back.
Individual Freedom of Mobility in Public Transport: Utopia or Instant Reality?
Can a modern vision of individual freedom of mobility be implemented quickly and sustainably in the public transport arena? Wiener Linien and the City of Vienna are eager to prove that it can be done. This presentation explains the strategies for (shared) mobility Vienna is implementing to shape the modal split of the future. These include, for example, the WienMobil top-tier brand that includes physical and digital offers as well as a “car bet” that challenges 40 households in Vienna to give up their own car for three months in exchange for a mobility budget.
The City of Vienna and Wiener Linien have set themselves ambitious targets. These are mapped in a performance management system and broken down into team targets at Wiener Linien right down to the team level. Operator Wiener Linien aims to achieve these objectives through push and pull strategies, with a focus on the pull principle.
The digitalization of all processes is the prerequisite for setting new shared mobility standards, making sales more efficient and gaining more regular customers. Wiener Linien relies on individualization through CRM, uniform data bases, the PTnova customer management and sales backend system and a customer data platform (CDP).
Friday, 28 November 2025
rnv as the Central Subscription Service Provider in the VRN
rnv is the municipal transit agency founded jointly by the three cities of Heidelberg, Ludwigshafen and Mannheim. It operates across the borders of the three federal states of Baden-Württemberg, Rhineland-Palatinate and Hesse. The agency transports an average of around 500,000 passengers on a regular working day and manages close to 300,000 subscription customers.
As a subscription service provider, rnv has been offering partners in the Rhine-Neckar Transport Association (VRN) access to digital products and a high-performance sales infrastructure since 2016.
This presentation highlights the framework conditions and previous development steps towards centralization in the association, illustrates the current sales strategy and points out various challenges in the context of digitization, such as chip cards vs. mobile tickets and the future role of AI.
Transforming Institutional Engagement Through the STA Connect Mobile App
The STA Connect App streamlines fare management for individual riders while enhancing engagement and operational efficiency for institutional partners such as universities and employers. This session explores how the app’s cardless boarding, account-based fare system, and partner-focused tools reduce administrative overhead, improve user experience, and enable data-driven decision-making for transit agencies and stakeholders. Attendees will learn how digital solutions can modernize public transit operations and drive greater ridership.
Ulrich Sieg, Consultant for public transport and former Board Member of Hamburger Hochbahn, will discuss current trends and challenges in the mobility industry with:
Max. 15 People per Session
You can look forward to contributions and presentations from these industry experts:
Klaus Bamberger, Head of Market/Customer, Wiener Linien
Klaus Bamberger is a veteran in the field of mobility management and strategy development. Born in Salzburg in 1974, he has had an impressive career at Wiener Linien GmbH & Co KG. He has been filling the position of Head of Market/Customer since 2017 and previously held various management positions at Wiener Linien, including Head of Services and Mobility and Head of Strategy Development. Klaus Bamberger also provided leadership during the start-up phase of Upstream next level mobility GmbH as Managing Director. His education includes a degree from the Vienna University of Economics and Business and Sheffield Hallam University as well as qualifications in service design as well as certified project and process manager.
Personalized Mobility in Public Transport: Wishful Thinking or Reality?
Can a modern vision of individual freedom of mobility be implemented quickly and sustainably in the public transport arena? Wiener Linien and the City of Vienna are eager to prove that it can be done. This presentation explains the strategies for (shared) mobility Vienna is implementing to shape the modal split of the future. These include, for example, the WienMobil top-tier brand that includes physical and digital offers as well as a “car bet” that challenges 40 households in Vienna to give up their own car for three months in exchange for a mobility budget.
The City of Vienna and Wiener Linien have set themselves ambitious targets. These are mapped in a performance management system and broken down into team targets at Wiener Linien right down to the team level. Operator Wiener Linien aims to achieve these objectives through push and pull strategies, with a focus on the pull principle.
The digitalization of all processes is the prerequisite for setting new shared mobility standards, making sales more efficient and gaining more regular customers. Wiener Linien relies on individualization through CRM, uniform data bases, the PTnova customer management and sales backend system and a customer data platform (CDP).
Dirk Bestmann has been Head of Sales and Transportation at Hamburger Hochbahn AG since 2008. He is mainly responsible for the company’s revenue management, ticket sales and customer information in the Hamburg Transport Association as well as the “hvv switch” mobility platform.
The cross-provider mobility platform hvv switch enables customers to combine public transport services with complementary mobility services from a single source, integrated at a deep level.
Since its launch in mid-2020, the hvv switch app has already been downloaded 1.5 million times. In addition to the app, hvv switch also includes a network of presently more than 200 hvv switch points, with new points and exclusive charging infrastructure being added continuously. As of March 2023, this also includes Europe’s largest car-sharing hub with 120 parking spaces at Hamburg Airport, which also provides a comprehensive charging infrastructure.
Sales Under Pressure
Rising costs, declining sales, tight public budgets: Transit agencies are under enormous economic pressure, which is also greatly impacting sales. At the same time, this presents a great opportunity to perform long-overdue consolidation measures and take on the challenges of the future with strength and determination. Hamburger Hochbahn presents its strategy.
Born in 1975 near Dresden, the business graduate (FH) has been Head of Sales and Fares at Mannheim-based Rhein-Neckar-Verkehr GmbH (rnv) since 1 March 2025. Prior to this, she had already spent 10 years in a senior sales position responsible for subscriptions, among other things. In this role, she drove forward centralization initiatives at Verkehrsverbund Rhein-Neckar (VRN) with energy and passion.
From 2001 to 2011, Ms. Dehoust held various positions within MVV Energie AG in Mannheim, including Assistant to the Chairman of the Supervisory Board and Head of Auditing and Accounts Payable. She joined the municipal holding company in 2011.
rnv as the Central Subscription Service Provider in the VRN
rnv is the municipal transit agency founded jointly by the three cities of Heidelberg, Ludwigshafen and Mannheim. It operates across the borders of the three federal states of Baden-Württemberg, Rhineland-Palatinate and Hesse. The agency transports an average of around 500,000 passengers on a regular working day and manages close to 300,000 subscription customers.
As a subscription service provider, rnv has been offering partners in the Rhine-Neckar Transport Association (VRN) access to digital products and a high-performance sales infrastructure since 2016.
This presentation highlights the framework conditions and previous development steps towards centralization in the association, illustrates the current sales strategy and points out various challenges in the context of digitization, such as chip cards vs. mobile tickets and the future role of AI.
Prof. Dr. Stefan Gröner, futurologist, author and keynote speaker, is instrumental in helping industries and companies embrace forward-looking technologies and concepts. Thanks to his experience in strategy consulting and in leading positions at major German media companies, he engages with top business decision-makers as an equal. The research he undertakes as Professor and Dean of Studies for Digital Management & Leadership at Fresenius University of Applied Sciences focuses on “Artificial Intelligence” and “Business Areas and Technologies of the Future.” By combining his scientific knowledge with his practical experience, he provides groundbreaking impulses and pragmatic solutions for overcoming strategic and human challenges. His lectures convey expert knowledge in a humorous and intuitive way, encourage visionary thinking and inspire people to actively participate in shaping digital change.
Mobility of the Future: Opportunities and Challenges in the Age of AI
Traffic in our cities and municipalities is characterized by congestion, high emissions and outdated mobility concepts. Public transportation plays a central role in creating sustainable mobility that improves the passengers’ quality of life. However, there are major structural, technological and personnel challenges to be overcome. While connected mobility solutions and autonomous vehicles offer great potential, successfully managing change requires clear corporate visions, customer-centric innovations, data-driven decisions and consistent adaptation to the changing needs of customers. The digital transformation in the age of artificial intelligence therefore requires transit agencies to radically rethink their business models and collaborate closely with technology providers, local authorities and users. In his presentation, Prof. Dr. Stefan Gröner will illustrate how this can be achieved and will identify specific initial steps that transit agencies can already take to make their business model more efficient and customer centric with the aid of modern technologies.
Heiko Lindner, a graduate economist, began his professional career in 2006 at Verkehrsverbund Berlin-Brandenburg GmbH in the Fare & Sales department. From 2008 to 2023, he held various management and leadership positions in passenger transport at Deutsche Bahn AG, including at DB Regio AG, in Group Strategy, at DB Vertrieb GmbH and S-Bahn Berlin GmbH – always with a focus on fares, sales and marketing. Since 2023, Heiko Lindner has been Authorized Signatory and Head of Sales and Marketing at Kasseler Verkehrs-Gesellschaft AG (KVG) and Managing Director of the KVG subsidiary RegioTram GmbH. In this role, he is responsible for sales channels and technology, fares, revenue and complaints management, ticket verification and marketing at KVG.
Powering Up Sales by Adding “Digital” to the Mix
KVG (Kasseler Verkehrsgesellschaft AG) operates Kassel’s streetcars and buses. When Michael Schröder and Heiko Lindner launched their mission at KVG, their starting point was a highly traditional transit agency that relied on analog sales. With the aim of modernizing sales channels and making them more digital, they have initiated a series of bold changes – including promoting independence, exclusively cashless sales, the inclusion of new means of mobility, as well as cross-selling within the municipal utility network. All changes are planned and introduced in harmony with city policy and in close coordination the various stakeholders. Join the two on an exciting and innovative journey at the HanseCom Forum.
As Head of Retail at National Express, I lead the commercial, technological, operational, and strategic lifecycle across all retail touchpoints for both the UK Coach and National Express Bus businesses. With extensive experience spanning road and rail, I have worked on both sides of the industry, for transport operators and for technology suppliers supporting retail systems, giving me a unique perspective on how to deliver solutions that truly work in practice.
My focus is on defining and driving retail and payments strategy with a customer first mindset, making it easier for customers to buy, innovating with new technologies and functionality, whilst creating best-in-class retail experiences. By combining commercial rigour with innovation, I aim to reduce complexity and cost while attracting more people to choose public transport as their preferred way to travel.
Omnichannel Retailing in Transit: Creating solutions to drive loyalty and seamless journeys
Passenger expectations are evolving, today there is increasing expectation on agencies to provide more than a ticket, they expect choice, convenience, and experiences that rival the best of retail.
This session will explore how National Express Bus have been unlocking growth by embracing and delivering omnichannel retail solutions to reduce friction, attract new passengers, and turn everyday trips into repeat, loyal journeys.
The session will showcase how innovative retail solutions have been implemented across National Express Bus, delivering commercial value for the operator whilst establishing a basis from which to exceed customer expectations and do so across different demographics. All with the intention of changing behavior, creating seamless, connected journeys that not only attract customers but keep them coming back.
Steffen Müller (47) is operations manager at the Stadtwerke Hamm transit agency. Previously, he shaped the Nordhessischer Verkehrsverbund (NVV) for many years, most recently as Managing Director, with a focus on public transport expansion, including the comprehensive hourly bus service entitled “Every village – every hour.” He successfully negotiated an increase in basic funding for the NVV of around 40% to secure a stable budget for implementing the transport transition in northern Hesse. As project manager in Hamm, he is responsible for the introduction of the first hydrogen buses and the switch to 10-minute intervals – two key steps towards improved climate protection and service quality. Firmly at home in the world of transport networks, he is now focusing on operational aspects that are imperative for the transport transition to succeed. He is a certified transport manager in accordance with Regulation (EC) 1071/2009 and acts as a “public transport interpreter” between passengers, employees, politicians and partners.
From Paper to Platform. Our Path to Digital Impact: Goals, Common Pitfalls and Hard Learnings
Katerina Pekarek studied Law & Economics in the United Kingdom, and Law & Jurisprudence in the Czech Republic. Subsequently, she took the state examination to qualify as a German attorney and practiced international commercial law mainly in the field of automotive and machinery for the subsequent decade.
Between 2020-2024, Katerina Pekarek was a member of the general management of iris-GmbH infrared & intelligent sensors as General Counsel and Proxy helping to shape the future of a world leader in people counting sensors.
Since November 2024, having gone from “sensors” to “sense”, she leads DILAX as managing director and focuses on supporting customers in making sense of the data and unlocking its true potential.
From counting to understanding: how passenger data is being rethought
Prof. Dr. Alexander Pischon (58) studied economics at the universities of Berlin and Heidelberg and graduated with a degree in economics in 1993.
Following his doctorate at Heidelberg University and various national and international positions at ABB and Deutsche Bahn, Prof. Dr. Pischon took up his current positions as Chairman of the Management Board of Verkehrsbetriebe Karlsruhe GmbH (VBK), Albtal-Verkehrs-Gesellschaft mbH (AVG), Karlsruher Schieneninfrastruktur-Gesellschaft mbH (KASIG), Karlsruher Verkehrsverbund GmbH (KVV) and as Managing Director of the holding company, Karlsruher Versorgungs-, Verkehrs- und Hafen GmbH (KVVH).
Since 2019, he has been active in various public transport industry associations for Karlsruhe, as Chairman of the VDV Baden-Württemberg regional group, as a member of the VDV Presidium at the federal level and as a member of the Policy Board of the UITP international industry association. In addition, he has been giving lectures on competition, planning and financing in public transportation at KIT for several years and has been awarded an honorary professorship for his contribution.
Participant in the panel discussion
Powering Up Sales by Adding “Digital” to the Mix
KVG (Kasseler Verkehrsgesellschaft AG) operates Kassel’s streetcars and buses. When Michael Schröder and Heiko Lindner launched their mission at KVG, their starting point was a highly traditional transit agency that relied on analog sales. With the aim of modernizing sales channels and making them more digital, they have initiated a series of bold changes – including promoting independence, exclusively cashless sales, the inclusion of new means of mobility, as well as cross-selling within the municipal utility network. All changes are planned and introduced in harmony with city policy and in close coordination the various stakeholders. Join the two on an exciting and innovative journey at the HanseCom Forum.
Dainon Setzer is a strategic leader with over 15 years of experience in customer experience, business development, and service innovation across public and private sectors. Currently at Spokane Transit Authority, he leads key initiatives to grow ridership and enhance customer engagement through technology and partnership development. Dainon drives STA’s CRM and pass program strategies, including the successful launch and adoption of the STA Connect App, which modernizes fare payment and improves transit accessibility. His background spans complex portfolio management, digital product delivery, and cross-functional leadership focused on transforming public transit experiences.
Transforming Institutional Engagement Through the STA Connect Mobile App
The STA Connect App streamlines fare management for individual riders while enhancing engagement and operational efficiency for institutional partners such as universities and employers. This session explores how the app’s cardless boarding, account-based fare system, and partner-focused tools reduce administrative overhead, improve user experience, and enable data-driven decision-making for transit agencies and stakeholders. Attendees will learn how digital solutions can modernize public transit operations and drive greater ridership.
Mr. Spatz is Deputy Head of Sales and Fares and has held various positions in the sales division of rnv for 26 years. As head of department, he has been responsible for the technical and strategic development of all sales channels at rnv since 2010.
Innovations such as the introduction of the subscription portals in 2017 contributed significantly to the positive development of the subscription business and optimally supported the centralization strategy. Under his leadership, the division successfully completed the introduction of PT-Nova in April 2025.
rnv as the Central Subscription Service Provider in the VRN
rnv is the municipal transit agency founded jointly by the three cities of Heidelberg, Ludwigshafen and Mannheim. It operates across the borders of the three federal states of Baden-Württemberg, Rhineland-Palatinate and Hesse. The agency transports an average of around 500,000 passengers on a regular working day and manages close to 300,000 subscription customers.
As a subscription service provider, rnv has been offering partners in the Rhine-Neckar Transport Association (VRN) access to digital products and a high-performance sales infrastructure since 2016.
This presentation highlights the framework conditions and previous development steps towards centralization in the association, illustrates the current sales strategy and points out various challenges in the context of digitization, such as chip cards vs. mobile tickets and the future role of AI.
Dr. Anjes Tjarks was born in Hamburg on 12 March 1981. He studied English and Politics, training to be a teacher, and received his doctorate in political science and cognitive linguistics in 2011. Anjes Tjarks has been a member of Bündnis 90/Die Grünen since 1998 and was Deputy State Chairman in Hamburg from 2008 to 2011. Tjarks has been a member of the Hamburg Parliament since 2011. From 2015 to 2020 he was Chairman of the parliamentary group and since 10 June 2020 he has been President of the Authority for Transport and Mobility Transition (in his second term of office since 7 May 2025).
The Mobility Transition as a Game Changer for Shaping the Future of Urban Life
Ingo Wortmann, President of the Association of German Transport Companies (VDV), is one of the most prominent proponents of the mobility transition in Germany. Owing to his many years of shaping and driving local public transport, he has extensive experience in strategic transport planning, digitalization and sustainable mobility. Ingo Wortmann has been Managing Director Mobility at Stadtwerke München GmbH (SWM) since 2016 and is Chairman of the Management Board of Münchner Verkehrsgesellschaft mbH (MVG).
Ingo Wortmann will give a keynote speech and participate in the panel discussion.
Register now for the HanseCom Forum 2025.
The HanseCom Forum will take place at Le Méridien Hamburg:
Le Méridien Hamburg
An der Alster 52, 20099 Hamburg
Le Méridien Hamburg
+49 40 21000
These hotels are located near the conference venue:
Hotel Wedina
Gurlittstraße 23, 20099 Hamburg
www.hotelwedina.de
+49 40 2808900
The George
Barcastraße 3, 22087 Hamburg
www.thegeorge-hotel.de
+49 40 2800300
How to get to the event:
Public transport
Le Méridien Hamburg is a 10-15 minute walk
from Hamburg Central Station.
Parking
Le Méridien Hamburg has its own underground car park.
There are 80 parking spaces available for €35 per night.
How to get to the event:
Public transport
Le Méridien Hamburg is a 10-15 minute walk from Hamburg Central Station.
Parking
Le Méridien Hamburg has its own underground car park. There are 80 parking spaces available for €35 per night.
Over the recent years, the HanseCom Forum has established itself as a key platform for sharing information on strategies, innovative projects, solutions and trends with a focus on the public transport sales sector. The varied program will bring you accounts of real-life projects by transit agencies, presentations delivered by industry experts, as well as insights into the latest technologies.
The HanseCom Forum is all about exchanging experiences and creating a dialog. Take advantage of this opportunity to engage in expert discussions and networking. At the end of the first conference day, our traditional surprise evening event will provide an informal backdrop for socializing and relaxing.
You are not yet familiar with the HanseCom Forum? Then take a look at our forum history. It provides you with participant testimonials, photos, our Best of Video an much more.