OXFORD Bus Company's 'PickMeUp' service is expanding to serve the northern reaches of the city.

The firm's current on-demand ride-sharing service began operating in Summertown and Jericho today.

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Passengers can now book a PickMeUp as far as South Parade heading north, and Marston Ferry Road.

Oxford Bus Company said the expansion of the new service would see five new jobs and two new buses this year.

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The service runs via a phone app with users requesting pick ups at 'virtual bus stops.'

When it launched in June last year, it largely focused on serving East Oxford and the surrounding areas.