"Suica Renaissance" Vol. 4: Shinkansen e-tickets now purchasable at stations in as little as 1 minute

JR East Group, in order to realize the "human-centric market-in" approach set forth in its "Yusho 2034" vision and to enhance digital touchpoints at physical locations, will begin trials of a new Shinkansen reservation service, the "Shinkansen e-ticket vending machine (tentative name)", at Omiya Station and Utsunomiya Station from around the end of fiscal year 2026, in addition to the web service "JRE GO" scheduled to launch in fall 2026.

Half of the customers who purchase Shinkansen tickets at ticket vending machines on the day of travel do so within the short window of 20 minutes before departure. Amidst this lack of time, many customers have expressed anxiety about ticket purchase and gate passage. The "Shinkansen e-ticket vending machine (tentative name)" responds to these customer voices, aiming to revolutionize the conventional ticket vending machine experience and realize a purchase experience that offers "peace of mind and smoothness."

As the fourth installment of the "Suica Renaissance," this will create new customer experiences not only for travel but as a service closely integrated with customers' daily lives.

1. Even for sudden business trips or for those not adept with smartphones, Shinkansen tickets can be purchased in as little as one minute without any advance preparation.

80% of customers who purchase Shinkansen tickets at vending machines do so on the day of travel. Of these, half purchase within 20 minutes of departure, leaving no time to spare. Meanwhile, current vending machines have issues with complex UIs and the difficulty of inserting multiple tickets at the gate, leading to many complaints and concerns. With the "Shinkansen e-ticket vending machine (tentative name)", without installing an app or connecting to a website, and without any registration procedures, even inexperienced users can purchase a Shinkansen e-ticket in as little as one minute, pass through the gate ticketlessly with their transit IC card, and enjoy their journey with peace of mind.

2. The purchase experience realized by the "Shinkansen e-ticket vending machine (tentative name)"

It realizes a flow that allows even those in a hurry, those unfamiliar with purchasing Shinkansen tickets, and those uneasy with smartphone operation to purchase easily, safely, and smoothly. Passengers can board using their transit IC card without being confused by inserting multiple tickets at the Shinkansen gate.

3. Trial Overview of the "Shinkansen e-ticket vending machine (tentative name)"

(1) Service Name: Shinkansen e-ticket vending machine (tentative name)

(2) Trial Start Date: Around the end of fiscal year 2026

(3) Trial Stations: Omiya Station and Utsunomiya Station

(4) Service Specifications at the Start of the Trial:

・Sales are limited to Shinkansen lines in the JR East area: Tohoku, Akita, Yamagata, Joetsu, and Hokuriku (Tokyo to Joetsumyoko).

・Reservations can be made for non-reserved seats, reserved seats in standard cars, TRAIN DESK, Green Cars, and GranClass.

・Limited to "Shinkansen e-tickets" linked with Suica, Mobile Suica, etc.

<About Shinkansen e-tickets> https://www.eki-net.com/top/e-ticket/

・Only one adult Shinkansen e-ticket can be purchased at a time.

・Payment is limited to credit card payment.

・Similar to Shinkansen e-tickets sold via "Ekinet" and "JRE GO", non-reserved seats have no discount, and reserved seats are 200 yen off. Tokuda-value tickets are not handled.

4. Future Developments

(1) We will consider expanding installation to other stations while reflecting the results of the trial.

(2) Utilizing a design system and platform common with "JRE GO", we will provide a consistent customer experience while gradually evolving the service based on customer feedback, such as expanding the service area and streamlining purchases for foreign visitors to Japan.