Case Study: Shropshire Council achieves 97% rural household access and 96% user satisfaction with Ordnance Survey mapping

Shropshire Council - Customer Case Study

Shropshire Council’s ShropshireLink faced static or falling passenger numbers and rising costs for traditional subsidised fixed-route rural buses, with a target to give every rural household at least two days’ access per week to essential services. Ordnance Survey (together with mapping software supplier Mobisoft) provided the mapping foundation, using the OS MasterMap Integrated Transport Network Layer to enable a more flexible, demand-responsive service.

Using Ordnance Survey’s OS MasterMap ITN layer and Mobisoft’s optimisation software, ShropshireLink replaced the one-day fixed route with a pre-booked, flexible routing system that combines trips, offers stop-based or door-to-door pickup, and relays real-time booking info to buses. The change boosted household access from 57% to 97%, lifted user satisfaction to 96%, increased patronage while keeping running costs comparable (with net costs falling as usage rose), generated school-transport efficiencies and earned a National Transport Award.

Shropshire Council

Cllr Simon Jones

Portfolio Holder