First Bus has launched one of its biggest ever marketing campaigns. The ‘Catch the bus with less fuss’ initiative is aimed at raising awareness of how it is transforming the customer experience through new technology, including its mTicket and bus tracker apps, free onboard Wi-Fi and an online journey planner. The operator has promised customers speedier bus journeys, despite the high congestion issues across the UK, if passengers switch from paying fares by cash to mTickets, which enables customers to use their mobile phones as bus tickets. The company made the promise after running a demonstration to compare the time it takes to board 50 people onto a bus with customers paying by cash versus customers using mTickets. It was found that passengers paying by cash took 10.5 minutes, while the same number of customers using their smartphones took 2.5 minutes, a 75% reduction. The company said that if enough passengers make the switch, boarding will become so much quicker that average journey times will reduce.
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