Local Transport Today is the authoritative, independent journal for transport decision makers. Analysis, Comment & News on Transport Policy, Planning, Finance and Delivery since 1989.

Where’s the ribbon? Customer-led information and incentives for Reading

With no ribbon to cut, soft factors have often suffered when compared to hard infrastructure. But soft is exciting says Scott Witchalls, partner at Peter Brett Associates LLP. He discusses the innovative technology and social media applications being developed as part of the Reading urban area LSTF project.

Scott Witchalls
Tracking bus journey history and fare balance on a mobile phone
Tracking bus journey history and fare balance on a mobile phone


Reading Borough Council has led the delivery of a successful local sustainable transport fund (LSTF) large funding package of £21m for the Reading urban area. The funding is a catalyst for delivery of much needed sustainable travel facilities, and also a means of rolling out a whole new wave of technology driven solutions. But for this to be a success, it can’t be a case of “build it and they will come”, install and hope, or just experimental projects. This investment...

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