(22 Dec 2020, 10:43 am)streetdeckfan wrote 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.

It doesn't need to be a whole new route set up bu an independent in some of the examples though. 
Just a variation of existing routes, which ensure they meet customers needs and wants. 

In the example of the new estate in Birtley and the lack of links TO the shops and school, it doesn't need to see a new route. 
Tweaking and adapting existing services could see a whole new market attracted to the local routes AND open up new opportunities to increase numbers on the 21 or other services through Birtley.

The 25, 28 and 82 could all have parts of their routes adapted or tweaked (even if it is just at certain times of the day) to better serve the needs and wants of the population of the new estate and the outlay would be minimal. 
Common stops could be introduced for the 82 and 28. Again, minimal outlay. 
Connection times could be looked at for those getting off a 21 or 28 but needing to board an 82 for the final leg of the journey. Yet again, minimal outlay.

Adaptations to three services, which could impact positively on at least four and has the potential to remove quite a few cars off the road. 

If the same exercise is carried in other towns, villages and communities across the region, the impact could be massive. 

As I say, look to exceed expectations for some passengers or look to meet the needs and wants of far more?