Bus & Coach USP

On-board wi-fi may just hold the key to encouraging motorists to use bus & coach services. It’s becoming increasingly common on selected types of bus and coach services, after such pioneering work such as Stagecoach’s Oxford Tube in 2007, Fife express services a year later and Trent Barton’s Nottingham-Derby Red Arrows also in 2008.

Wi-fi now available on the Trent Barton Nottingham-Derby The Red Arrow though not when this shot was taken in 2006. Interesting bus stop on a roundabout, BTW. Equally ‘interesting’ decker! With interesting destination

Wi-fi of itself will have limited impact without suitably comfortable, high quality and punctual service. But what wi-fi does is add a unique selling point (USP) to a bus service. It offers passengers something they can do fruitfully on the bus or coach that they cannot in their car. Already popular on some of the longer distance rail network, it’s not uncommon to see whole carriages of busy executives plugged in and wired up. The laptop and smartphone are modern day balls-and-chains so why not make use of otherwise down time to gain extra time.

We have to accept that using public transport is often seen as slower than the car. But this disadvantage can so easily be mitigated by using the journey profitably. This is where the bus wins. It turns an unproductive and often stressful event into a productive and (we trust) less pressured one.

It’s true that, without wi-fi, you can use your mobile single network dongle to get internet access virtually anywhere while on the move. Signal strength will be variable for large, fast downloads. At some point, the signal will drop out and fail. It’s inevitable while in a moving metal box.

Wi-fi, on the other hand, uses multiple networks at the same time via an on-board aerial, continually hunting the next strong signal. Intelligent software means that there is a seamless, fast and importantly uninterrupted service for the smartphone, handheld or laptop user.

The other advantage for the operator (aside from offering a USP) is vehicle tracking, fleet control and communications with drivers.

We don’t yet know whether the dream of urban-wide internet hotspots will become reality. What we do know is that on-board wi-fi copes with large downloads and it does so effortlessly. On-board wi-fi therefore really does offer something that might attract the hitherto elusive ABC1 social classes out of their cars. It comes at a price but it could nevertheless be one worth paying if it generates business from a bus sceptical market segment.