Bus users across Ipswich will be able to buy-and-use daily, weekly and four-weekly tickets via their mobile phones on both Ipswich Buses and First, following the launch of a pilot mobile ticketing service on Wednesday January 20^th 2010.

(Customers can visit our team of experts who will be outside Debenhams on Wednesday 20th January from 12 noon until 2 pm)

Otherwise known as martini-ticketing - any time, any place, anywhere, the Ipswich Central Mobile Bus Ticket Service aims to make travelling by bus, in and out of Ipswich, that bit easier. It gives passengers the convenience of being able to buy a bus ticket with a credit or debit card via their mobile or computer, 24/7, negating the need to carry cash.

So how does it work? In a nutshell, you buy, receive and use your bus ticket via your mobile. No money needs to change hands and the system will speed up your boarding times. Just display your ‘mobile ticket’ to the driver and its all systems go.

The innovative scheme will cover all of the Ipswich Buses services and all of the First services in Ipswich Zone 1, which includes Needham Market, Martlesham Heath and Nacton ( for more details visit http://www.firstgroup.com/ukbus/easterncounties/easterncounties/map/Ipswich_Area.pdf )

The pilot scheme, set to run until the end of April 2010, is supported by Suffolk County Council and is provided in partnership with Ipswich Central - a Business Improvement District (BID), BT Adastral Park, Ipswich Buses Ltd and First Buses. If proved to be a success, the scheme will be extended as part of an ambitious major transport scheme called ‘Ipswich – Transport fit for the 21^st Century’, which is being developed by Suffolk County Council.

The longer term benefits post-pilot will include much reduced boarding times, faster journey times, discounted travel tickets and access to additional rewards via a bespoke addition to the already hugely successful Ipswich Central Plus scheme. The scheme is an online voucher scheme aimed at promoting loyalty to Ipswich town centre via money-can’t-buy offers, promotions and discounts in participating town centre businesses. Mobile Ticket passengers will benefit from specific offers exclusive to Mobile Ticketing Subscribers only.

Councillor Guy McGregor, portfolio holder for roads, transport and planning at Suffolk County Council said: “This starts to give the edge and loyalty to people who are making a choice about sustainable travel.”

A recent survey with over 2,200 people in the Ipswich area indicates around two thirds are interested in the idea of mobile bus ticketing, including a good mix of people who currently don't use buses. A similar majority might be stimulated to use buses more and are interested in using the additional Ipswich Central Plus discounts and incentives.

Malcolm Robson, managing director of Ipswich Buses said: “If customers want it, use it and like it then we’ll continue the service. We are keen to enhance ticketing services in partnership with the county council and other bus operators.”

Steve Wickers of First Eastern Counties buses said: “We are pleased to participate and provide customers with this new and exciting ticketing service.”

Paul Clement, executive director of Ipswich Central, the Town Centre BID Company and project sponsor said: “The mobile phone has become an increasingly essential part of modern life and mobile-tickets will give additional flexibility and convenience to visitors.”

“Visitors to Ipswich Central will not only be able to buy tickets using their phone at anytime from wherever they happen to be, they will also be able to benefit from Ipswich Central Plus, an excellent reward scheme provided by the town centre businesses for its visitors.”

Suffolk County Council, First and Ipswich Buses have worked in partnership with Concept Data Technologies to create the mobile ticketing service, the free application that is downloaded directly onto customers’ phones. Once downloaded it allows people to purchase a range of tickets either from First or Ipswich Buses. Tickets can be bought either directly through the application or secure websites via a registered credit or debit card.

The Ipswich Central mobile ticket service can be accessed by any internet enabled phone including Blackberry smartphones. The service will soon extend to include iPhones and Android compatible smartphones as well. Phones with green screens, which are typically four or more years old, cannot be used. The Ipswich Central mobile ticket service will work on all mobile networks.

How the mobile ticket works in 3 simple steps:

1)    Customers can register online now at www.ipswichcentral.com/mobilebus or text ‘IPSWICH’ to 82500. A response text will be sent - free of charge - to their phone containing a link to download the free Ipswich Central mobile bus ticket service application.

2)    Customers can select either an Ipswich Buses or First ticket, these being either a day, week or 28 day ticket and can be purchased by credit or debit card.

3)    Activate the ticket on the day and time of travel.  Their ticket will be displayed on the mobile phone screen and simply needs to be shown to the driver.  The ticket runs from the date of first use, not purchase.