AN ‘UBER’ for buses’ service will be launched to ease the strain of commuting to work in the east of the city.

Oxford Bus Company is set to launch the on-demand scheme to reduce congestion and improve services in the city’s Eastern Arc.

It comes after Oxford Science Park’s managing director Piers Scrimshaw-Wright called for services to be ‘smarter’.

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The PickMeUp app will allow workers, students and members of the public to order a bus to a virtual stop.

Journeys - matched to others travelling on a similar route - will cost £2.50 per ride.

But it will cost an extra £2.50 if the trip could be made via an existing bus route.

Oxford Bus Company managing director Phil Southall said: “Though we have great bus links to and from the City Centre from the Eastern Arc, for some time now connectivity has been a challenge for routes across the east of the city.

“We believe our new service will help where traditional bus routes do not work commercially.

“I hope this will further encourage people to leave their cars at home, reduce pollution and improve connectivity in the east of Oxford.”

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It has invested £850,000 in six 17-seat low emission minibuses and the service will launch on June 25.

The scheme will cover a 12.2 square mile area, encompassing Oxford Station, Oxford Science Park, Oxford Business Park, the hospitals and Brookes University.

It uses technology developed by Via, which operates similar schemes in New York and Chicago.

Oxford Science Park managing director, Piers Scrimshaw-Wright, said: “We have been in discussion with Oxford Bus Company for several months now and wholly support this new initiative - it will become an important part The Oxford Science Park’s Green Travel Plan.

“It should aid the busy daily lives of many and that is a good thing.”

Director of Littlemore-based recruitment firm, Allen Associates, Kate Allen, said it was a ‘wonderful’ idea.

She said: “I think companies are going to absolutely love it, particularly those based at the business park and outside the city.

“They are desperately trying to attract talent and this will make their workplaces more accessible.”

She added: “It could also reduce the number of people getting to work by car, and with Oxford being one of the most expensive places to live that reduces another cost.

“It’s a wonderful idea, it will open up more opportunities for people across the city, where there is currently a shortage of talent.”