First Bus asked Councillors in West Yorkshire to give their views to help plan for the future. The resulting report highlighted a number of key issues. There was a recognition of the importance of bus services, particularly reliability and punctuality which were most important to customers. Concerns were raised about the cost of fares being too high not representing good value. Special offers were not well publicised.

In reply to these concerns First aim to introduce multi-operator smartcards. Like the Oyster card they would have an automatic cap to ensure they never cost more than a day card. They will start trials of new, short distance tickets this year.  They will be looking at fares for young people, particularly those leaving education, or looking for or entering work for the first time and a discounted half-fare scheme for under 18s in school or college.