Operators attempts to influence demand . Price changes to encourage new travellers or to attract travellers away from other operators. The objectives of all operators are to maximise revenue and to compete more effectively in the whole travel market. In many transport areas the peak problem and its associated costs can also be influenced by pricing policy (see Chapter 3). 2. Improvements in the quality of service in terms of : frequency - to gain more passengers by increasing convenience; •reliability - to help passengers and encourage regular traffic; 1 comfort - to match the quality of vehicle seating and cleanliness with the home environment; 2 feeder lines to extend the service area; 3 speed increases, for instance through electrification of railway lines or high speed train services; 4 regular interval clock face departure times to provide an easily remembered timetable. This has been exploited by, for example, the Stagecoach Oxford Tube coach service, and First Great Western