You can lead a horse to the water, you can't make it take a drink... this case, LCB can put on a service but you can't make the public use it... so how do they try coax the public on to the service? Lower fares, more frequent service and faster journeys... but they come at a cost. How does it work on the city model? New route goes in, but folk can buy a £4 day ticket, use a ridacard or pay £1.70. LCB prices are all over the place, no ridacard option and several day ticket options. It needs to be more streamlined IMO but as I have said a few times, a ridacard locks people in to your product. If you get a gift card from Tesco, you WILL shop at Tesco using that card and if it were cheaper than a rival, and easier, you'd more likely to continue to lock yourself in by topping up that gift card... same with the ridacard. Lothian could make an add on option so you have a Ridacard Plus which covers both LCB and LB and even ECB too meaning they will use LCB instead of First which puts money in the company and then it can expand...
As for a dial-a-bus type service, this might be good for the elderly folk but if you have 20 people going 20 different places it would make the journey super long (if it were based on shared taxi style of course). (unless I have misunderstood the point)
What happened last year with buses in West Lothian going to St Johns on Christmas and New Years?