menu

Ruby Pseudo: On Yer Bike

Ruby Pseudo: On Yer Bike
Advertising

Overnight, London has filled up with racks of bicycles in hot spots around the English capital.

Ruby Pseudo
  • 6 august 2010

Overnight, London has filled up with racks of bicycles in hot spots around the English capital. With an estimated 400 [this number is subject to change] new ‘Docking Stations’, London mayor Boris Johnson is hailing it as “a new dawn for the bicycle in the capital”. This new scheme, called Barclays Cycle Hire, allows users to, well, hire cycles. The docking stations, located in areas all around the city, including Camden, Hackney, Kensington and Chelsea and several of the Royal parks, permit users who have access to a debit or credit card [sorry, Oyster card not accepted] to hire these space age looking bikes by the hour, or even for the whole day [make sure it’s back before your 24hours is up, otherwise you turn into a pumpkin, at a hefty price].

With the ability to buy cycle-time at the docking stations, or to become a member online, means that these bicycles are extremely accessible for everyone, with a debit or credit card that is. With already 12,000 members already signed up since the opening of membership on 23rd July, today looks to be a big launch. These cycles have the ability to cut down on pollution, being an alternative to London cabs. Also, with the prices being so cheap, first 30minutes free, up to one hour £1, one and a half hours £4, two hours £6, so on and so forth, means that hiring a cycle will be a cheap and healthy alternative to public transport [I suppose it is just another form of public transport in a way]. Also, with the power to return your hired cycle to any of the 400 docking stations, means you can travel nearly anywhere. More docking stations than tube stations?! Lovely!

There are however some creases in the fabric that Boris has so gently cast over the city. Helmets. Where are the helmets? Unless you are going to carry one around with you, you won’t be issued with one. Hmmm….

What happens if your final destination docking station is full? You move on I guess.

Have you ever had a crazy night and done something crazy and ended up with some crazy scar/bump/bruise/memory? Yes, I have too. As the cycles are available 24hours, I can see them being a huge target for those late night revellers to everyones amusement. Not to the A&E ‘s though.
Also, you are not able to use these new shiny toys unless you have a credit or debit card. You should have one in this day and age I suppose. Tough luck. Get one. There are also fees for tardiness, a whopping £150 and damage fees of £300. You better cherish that bike; it costs more than my rent!

However, on the whole the pros definitely out way the cons and I hope, for the City’s sake that this new project of Boris’ takes off. I would love to see it work.

Barclays Cycle Hire

Ruby Pseudo Wants a Word

Contributed by Kate Searing

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
USA Today

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Today

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Retail Today

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Children Today

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

Travel Today

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Today

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Mobile Today

This Piece Of Plastic Is Designed To Curb Phone Addiction

The NoPhone Air from New York agency Barton F. Grafis is actually no phone at all

Product Launch Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Travel Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Fashion Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

PSFK EVENT

FUTURE OF RETAIL 2017
Conference Built Around Our Report Launch
BUY TICKETS

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Financial Services Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

Innovation Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

No search results found.