GreenRoad announced that First UK Bus, Britain's largest bus operator, has signed a five-year contract to deploy GreenRoad's service across its fleet of 9,000 buses. First's DriveGreen initiative, powered by GreenRoad, will improve environmental efficiency and passenger 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 percent decrease in the number of unnecessary driving maneuvers.

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.