Most bus and rail operators have got a bit of healthy competition on their routes but how many choose to really embrace it?
From a customer's perspective the competition can lead to an increase in service frequency and a raft of price promotions - so both ways they end up a winner.
But how many operators would actually follow the Fentimans Cola campaign approach (below) and a choose a marketing head to head with an industry heavyweight?
Can you see First being taken on by a minnow in Bristol, Go-Ahead feeling the heat in Brighton or Stagecoach coming under fire in Manchester?
It may sound far fetched but for those operators who haven't got the budget of the big boys, out thinking them has to be the way forward.