It can never be commercially good in long run to have customers paying only £1.70 to go from Edinburgh to Livingston that's a sure fire route to going out of business quickly ! As for Ridacards , again not taking money and relying on prepayment is a risky tactic as there is just not the numbers in West Lothian who need to travel within the city , it all sounds good and from a passengers perspective the cheaper the better but as Lothian found out to their cost in 1994 it's commercial suicide in West Lothian.
The way some of their single pricing works at present they need almost 2 passengers to every 1 First lift and I don't see any evidence thats happening just now.
No, and I am not for one second suggesting they charge £1.70 to go from Bathgate to Edinburgh but what I am saying is if they want to get more passangers on their buses, they need to look at why they are running with few passangers on them, and one reason is that it is just 8p cheaper than the train. If it cost £3.40 for example, then that is like paying £1.70 to the LB boundary and then £1.70 from there to the city and would be a good bit cheaper than the train, and therefore giving better value for your money.
It's also very complicated. Citywest, countrywest a and b etc.. It reminds me of the fare stages they had back in the 90s which they got rid of in 2005 I think for the flat fee. Where is the precice bounday too for the zone changes?
The flaws which were there from day 1
No contactless payment - The new Wayfarer 6 machines are being rolled out, so why did they not install them on the LCB fleet first? Even before Skylink. Install them now, and get them the same as the 100 service.
NO advertising of ridacard discount - Most people don't know this is even an option so they are losing out on potential income.
No ridacard xtra addon options - This would be at no extra cost, given the system is already in place for LB services. All it would need is a bit of code to be added to the bus terminals and server.
Half baked routes and timings - Some services are empty, and timing for example X27 every hour and X28 every hour is poor. If they wanted to run those properly, they should have copied first and said every 15 minutes (X28 twice hourly X27 twice hourly) or every 20 minutes and put on a better service that way.
Charging higher than their rival - Reputation can only go so far but as I said earlier about ticket prices, when you charge more than your competitor, it is not good. People want to save money.
Confusing price structure - As I said above, with a complex charging system vs Lothians, (Zone 1, 2, 3, 4 would have been ok) and without knowing for sure where the boundary lines are, it's a bit of a mess.
There is probably more that I can't think off right now.
I know the end game for Lothian is to make profit, but without passangers you will have no profit to make so to get those passangers, they need to focus on the car and train users (ignore first just now), tempt them to the Lothian family with good deals and offers, make it financially viable for them, and if they spend money on an annual pass, then they are locked in and Lothian have them captured so to speak. I think as was mentioned on the other LB thread, once the city council bring in the work place parking levy charges, it might push more people on to the buses more so, so this is the time for them to strike while the iron is hot. Otherwise LB might miss the boat.