Technology provider Ferdia is on a mission to modernise the coach industry.
When first introduced to the sector as a management consultant for Oslobuss, Company Founder and CEO, Håkon Sæther, was shocked to see how reliant coach operators were on manual processes and old, outdated management systems.
Having moved over from the telecom industry, his mindset was that technology enabled businesses to communicate better and work smarter, but what he found was an industry yet to fully embrace this.
Sæther said:It was like this industry was still using a ‘brick’ phone while everyone else had moved on to smartphones. But I understood that technology could help coach operators work much smarter and so we began looking around Norway, Sweden and Denmark to see what smart solutions were available. All we found, however, were providers offering ‘oldschool’ software solutions that were based on dated technology. We therefore decided to launch a company that developed the technical solutions that Oslobuss – and the rest of the industry – would need to grow and succeed.
Using a system Ferdia developed, Oslobuss went on to outperform its competitors, and the solutions provider caught the attention of leading national coach operators across Scandinavia and has now expanded into the UK.
Sæther said:Today we can access our banks and make transactions online, order meals, pretty much get anything done on our phones, but until recently you couldn’t see where your coach was or find out whether it’s running on time.
Another benefit to Ferdia’s solution is a reduction in manual work and improved efficiencies.
Sæther said:Processes are automated, and our proactive intelligence system analyses data to help you make the best decisions at any given time. We’re also developing an auto-planning feature, which we hope to deploy this summer. No longer will planning managers have to spend hours each day scheduling, assigning vehicles and drivers – with a click of a button, the system will suggest a plan for you. The manager then only has to verify and adjust it if necessary, saving hours of manual work and, in addition, optimising the use of your fleet.
He also claims that Ferdia’s solution enables coach operators to win contracts with higher margins, as these features help you to stand out from the competition.
Sæther said:Everyone else is offering the same product, but there you are, able to better organise travel, simplify planning and provide full visibility of your vehicles. What we’re seeing in Norway is if you identify the customers that want this – such as tour operators or conference organisers – they’re willing to pay a bit more as you’re offering added value.
More than a Provider, a Partner
Ferdia’s goal is to help operators be successful and have better margins, but Sæther knows that if you just give an organisation a new digital tool, that doesn’t necessarily mean they’ll become more efficient.
They need guidance, he says, especially coach operators, who may be less used to change and digitalisation. Therefore, operators should look at Ferdia as a partner, rather than a technology provider, as the organisation is there to offer coaching and ongoing support.
It’s very much a symbiotic relationship, where both parties benefit and can grow, Sæther goes on to highlight.
Sæther said:For example, in Scandinavia we’ve created an advisory board, and we regularly invite the largest coach operators to Oslo for the day to discuss what’s going on in the industry, our strategy and plans for development and get their feedback. We’re partners with a common goal – to modernise the industry.
He adds that every six weeks Ferdia also holds user forums where customers can join a Teams meeting and share their questions, concerns and what they’d like to see from the system.
Sæther said:We’re always actively developing our system. We have 20 full-time developers and launch new features every third week to keep improving on what we’ve got. Our system is good, but it can always be better, and so we continue to work closely with operators so we understand their world, their needs and can develop the solutions that help them to further succeed.
Are You Ready for Change?
Having led the revolution in Scandinavia, Ferdia is now expanding its footprint in the UK and looking to partner with new coach operators eager to see how digitalisation can benefit them.
Sæther said:We’re inviting operators to join us on this journey of modernisation. We appreciate not every company is ready for change, but for those that are, we're here to work with you to create a better, smarter way of working.
This article first appeared in the Bus-News Magazine Issue 1 2025. Download a PDF version here.
