First Bus & Ticketer Renew Partnership in £20m Investment

In an era where public transport is expected to be greener, cleaner and smarter, often all at once and preferably before the end of the financial year, First Bus has thrown its digital hat firmly into the ring. 

First Bus

The operator has just announced a £20 million investment in electronic ticketing technology, as part of a renewed multi-year partnership with tech supplier Ticketer.

What’s new in the cab?

If you’ve ever stood behind a driver and marvelled at the complex array of colourful buttons, screens and beeping devices, you’re not alone. These are electronic ticket machines – or ETMs to those in the know – and First Bus is now rolling out a new fleet of them across its entire national network. Leading the charge are depots in York and Worcester, where over 850 buses have already been fitted with the new hardware.

The star of the show is Ticketer’s new TK300 driver console, which comes with all the bells and whistles (though hopefully not literal ones). Drivers can expect enhanced predictions, mobile device management and voice messaging – which, no, is isn't sadly a karaoke feature. :( 

These improvements aim to give operators real-time insights and smoother fleet control, all while making life a touch easier for drivers navigating peak-time traffic and peak-rain conditions.

“We’re pleased to be extending our partnership with Ticketer for a further five years and continuing to give our people and passengers the best travel experience when using the bus. We’ve listened to our drivers’ needs and worked tirelessly to provide them with the best option to make this element of their job as efficient as possible.”

— Simon Mathieson, Director of Operational Excellence, First Bus

Why it matters for the industry

On the surface, this may sound like a simple tech upgrade, but for those in the sector, it represents a strategic move with industry-wide implications. The integration of advanced ETMs is about much more than quicker tap-ins or sleeker hardware. It’s about improving data collection, enhancing the customer experience and future proofing operations in a volatile and competitive market.

Public transport operators are increasingly judged not just on punctuality or route coverage but also on their digital maturity. Data from these machines informs everything from fleet planning to real-time passenger information displays, and even the algorithms behind dynamic pricing and service adjustments. In short, today’s ETM is not just a cash register, it’s the beating heart of a modern bus operation.

“Our partnership with First Bus has always been rooted in innovation, mutual trust and a shared mission to make public transport better for everyone. We’re thrilled to continue working closely with First Bus to push the boundaries of what’s possible in bus travel and are excited to see where our partnership will take them next.”

— Adam Toone, Chief Commercial and Operations Officer, Ticketer

A long-term relationship with data at its core

First Bus and Ticketer are no strangers to each other. Their working relationship spans over a decade,  practically a lifetime in transport tech terms. This renewal signals more than just a nod to past success. It’s a commitment to collaborative innovation, with both sides investing heavily in shared goals around operational efficiency and customer satisfaction.

Of the total £20 million investment, £10 million has already been spent upfront to get the rollout underway. It’s a serious amount of money in a sector often stretched thin by tight margins, regulatory demands and the ever-present expectation to do more with less. That First Bus is putting its money where its mouth is shows a growing recognition of tech’s role in building back patronage and confidence post-pandemic.

Looking ahead: the platform for more

The new ETMs also lay the groundwork for future enhancements. The system is designed to support additional features down the line, from contactless upgrades to full integration with mobility-as-a-service (MaaS) platforms. For passengers, this means faster boarding, better real-time information and fewer frustrations. For operators, it offers sharper insight, smarter scheduling and the promise of fewer headaches when reconciling back-office data.

Of course, the technology alone doesn’t solve every issue. Bus travel in the UK still faces broader challenges, funding constraints, road congestion, driver shortages and competition from both private hire and active travel. But with the right tools in hand, operators like First Bus are better positioned to respond to shifting customer expectations and policy priorities.

Final stop: a sign of the times

Whether you’re a transport planner, depot manager or simply someone who occasionally catches the 38 to the high street, this £20 million investment is a useful barometer. It tells us that the humble bus is still very much part of the future of mobility, just with smarter tech, smoother rides and (hopefully) fewer “lost ticket” dramas.

As passengers increasingly expect Amazon-like efficiency from their public services, First Bus is showing that it’s prepared to step up. It may not be glamorous, but the quiet whirr of a new ETM being booted up in a depot near you is the sound of progress.