Israel Science Technology

GreenRoad, a provider of a comprehensive service to improve driving behavior, has signed a five-year contract with Britain's largest bus operator First UK Bus. First will deploy GreenRoad's service across its fleet of 9,000 buses in order to improve environmental efficiency and passenger safety and comfort.

GreenRoad is a technology-based, automated driver coaching service that increases safety and reduces CO2 emissions, providing benefits to the drivers, the bus company and its passengers. It helps drivers and depot managers identify and correct unnecessary driving behavior while it occurs and sustains improvements over time through constant reinforcement.

First started to trial GreenRoad's service in March 2009 on 1,000 buses and the company has already seen a significant decrease in the amount of CO2 emissions from its buses and a 70% decrease in the number of unnecessary driving maneuvers. Up to 20,000 First bus drivers will now be trained in real-time on the new program.

First's fleet and depot managers will gain insight into driving behavior, and will have the tools they need to help drivers achieve environmental efficiency goals which will see First bus CO2 emissions reduce by 132,000 tons over the next three years. First will also have the option of working with bus manufacturers to pre-install GreenRoad's technology in new buses.

"This is a significant step in our efforts to improve the comfort and safety of our bus services as well as making a real environmental difference to the world that we, and future generations, will live in,” said Nicola Shaw, Director for First Bus in the UK, Ireland and Germany.

First UK Bus is Britain's largest bus operator running more than one in five of all local bus services and carrying 3 million passengers a day in more than 40 major towns and cities.

GreenRoad (formally DriveDiagnostics) was founded in 2003 by Hod Fleishman, Chief of Safety at GreenRoad, and Ofer Raz, the company Chief Technology Officer. On May 2009, GreenRoad has raised $15 million from DAG Ventures, Benchmark Capital, Virgin Green Fund, and Amadeus Capital and Balderton Capital.

The company is headquartered in Redwood Shores, California, with sales offices throughout the U.S. and UK and an R&D Center in Israel.

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