(21 Dec 2020, 2:43 pm)Andreos1 wrote The potential market attracted by tables and WiFi will be limited by virtue of the population of the routes they serve.
There's only so many people who can fit on to a bus and the frequency can only be increased if demand exceeds the offer. 

If they look to open up new markets or serve markets which are under-served, then the potential can be far greater.

As it stands, operators are putting their money on the WiFi and fancy tables. They think that's what people want.
I think those people open to using public transport, want a bus which will meet their needs, taking them to where they need and want to be.

It goes back to needs, wants and expectations. Those passengers who board the X21 may have their expectations exceeded by the WiFi and fancy tables. 
The ones who can't get a bus anywhere, are still looking for their needs and wants to be even considered.

But arguably the cost of installing the WiFi and fancy tables is significantly lower than launching new routes, which require new vehicles, new drivers etc. so while I agree the potential is far greater, it also has a much more significant outlay and a lot more risk.

I personally think that the underserved areas are probably more suitable for the independents rather than the big groups, they have much lower overheads so a route that isn't viable for the likes of GNE and Arriva could be profitable for the likes of Weardale or Stanley.
But then you have the issue of ticketing, especially outside of T&W where multi-operator tickets are basically non-existent.
I believe that is one of the key objectives NE-Bus and once COVID is under control hopefully they can sort something out.