Fighting Back

In a month’s time, there’ll be a prime example of First local management trying to turn its fortunes around—in Southampton. Credit to First for publicising the changes so early, especially since this really is a radical alteration to historic service patterns in the city. First is probably not exaggerating when it describes the move as a brand new network.

Very few stones are left unturned. And First has grouped service numbers along common corridors to make life easier for existing and potential customers. For instance, travel from the city to Shirley is currently by way of the 8, 8A, 10, 10A, 17 & 17A. Henceforward, this will be logical & memorable, with services 1, 2, 2A and 3. First will also be introducing more cross-city links, together with the significant improvements to Southampton, Hedge End, Fareham and Portsmouth services previously mentioned. In one go, it’s quite a lot to bite off and chew.

Perhaps we shouldn’t be surprised by these developments. The main protagonist, regional commercial director Marc Reddy, has always been something of a First maverick—in the best sense, of course. Slightly obscured from Aberdeen’s view in the far south west, he was allowed to get on with some very un-First-like projects. Plymouth Ugobus springs to mind and although that experiment has languished, he certainly tried.

Might the changes proposed in Southampton go the same way as Ugobus? Absolutely not, because Southampton city services, unlike Plymouth’s, are at its core. Southampton routes have progressively been allowed to tread water. The opportunity for a marketing-led revival must therefore be prime. Here we seem to have a true example of First’s “We believe…” promise in action.

And treading water has enabled Bluestar to market a successful Southampton cross-city service from Millbrook to Thornhill. Speak to passengers and they seem to prefer Bluestar’s offering. Whereas First is trying to serve every population pocket, Bluestar has the luxury of picking a single cross-city route. Consequently, it’s simple, straightforward and a marketer’s dream.

But, with the new network, First is fighting back. Direct Millbrook services to town are First’s 17/17A (every 7½ mins) and Bluestar’s 18 (ditto). First will revise its pattern to serve more of the huge socially commissioned Millbrook estate and with both the 2/2A and new X2, will offer a bus about every five minutes, half of which as the X2 Millbrook Flyer will lop at least five minutes off the journey.

How will Bluestar react? Sharp-eyed industry watchers have already noticed that Bluestar has added “Lordshill” (beyond Millbrook, a leg served exclusively by First) on the route branding of at least one recently outshopped route 18 Citaro… but this destination was hurriedly removed. An error? A threat? Or a conspiracy?

We know that simplicity and attention to core services works. Witness Bournemouth, with its initial 40 per cent growth. What First promises in Southampton is little different to simplifications elsewhere but, given First’s heritage, it’s more remarkable. There’ll be losers, of course there will. And these will dominate the publicity just like in Bournemouth—till everyone realises that the vast majority benefit.

In tandem, they’ll be an accelerated repainting programme that will see the early widespread use of Barbie 80s replacing current Barbie.

But the Achilles heels may still be its attention to detail. Say what you will about Bournemouth’s bus drivers, they are (generally) pleasant and (generally) helpful. The roadside information is all present and correct. Will First be able to rise to this challenge in Southampton? As for fares—so often another First Achilles heel—£4 may be a little on the high side but Southampton’s a big city. £16 per week is not unreasonable for the city’s size. Bluestar’s £3.40 and £12 gives nowhere near the coverage, even if you include Unilink.

i The Southampton Bus Update is currently working through each of the corridors, summarising developments and usefully giving a verdict on each change