Overview
EMTF (Empresa Municipal de Transportes de Fuenlabrada) is the municipal bus operator serving Fuenlabrada, a city of over 190,000 residents in the southern Madrid metropolitan area. EMTF operates urban bus lines connecting residents across the city and with the broader Madrid transport network, a critical service for daily commuters who depend on public transit.
Facing persistent passenger complaints about inaccurate arrival time estimates, EMTF partnered with Optibus to implement GTFS real-time passenger information. The result: live bus arrival data is now published to Google Maps and Moovit with no internal technical development required.
Challenge
Before implementing GTFS real-time, EMTF was already publishing passenger information but the data had a critical weakness: ETA accuracy. Passengers regularly encountered discrepancies between predicted and actual arrival times, leading to frustration and a steady stream of complaints.
Beyond accuracy, EMTF saw a broader opportunity: becoming visible on Google Maps, the world’s most widely used navigation platform. Without GTFS real-time feeds, passengers planning journeys on Google had no access to live EMTF data. The challenge was how to achieve this without burdening an internal team that had no dedicated software engineering resources for this type of integration.
Solution
EMTF implemented Optibus Passenger Information to generate and publish GTFS real-time feeds. Optibus managed the full technical integration with Google’s requirements — handling the complexity of data formatting, validation, and feed transmission on EMTF’s behalf.
The implementation positioned EMTF as an early mover in real-time data publishing among urban operators in the Madrid region, a milestone that has drawn attention from regional peers, including the Madrid Regional Transport Consortium (CRTM), which has since requested EMTF’s feeds as it works toward its own integration.
Passengers can now access live bus arrival data through two channels: Google Maps and Moovit. EMTF also uses Optibus Control for operations monitoring and is in the process of acquiring Optibus Operations for duty assignment and rostering, driven by the need for an updated and secure driver scheduling system.
Results
Improved accuracy, fewer passenger complaints: Since launching GTFS real-time, EMTF has seen a meaningful reduction in passenger complaints. Passengers are receiving significantly more accurate ETAs than the previous setup.
Positive passenger and staff sentiment: Feedback since launch has been very positive. ETA-related complaints (the primary reason for dissatisfaction before) are now rare exceptions. Drivers and office staff report noticeably less passenger frustration on the ground.
Regional recognition in real-time data: EMTF’s adoption of real-time data has drawn regional attention: the CRTM has requested EMTF’s data feeds as it works toward a network-wide integration, a direct recognition of the impact of EMTF’s move.
No operational disruption: The transition to Optibus did not affect EMTF’s daily operations. The team delivered a meaningful improvement in passenger experience without changes to workflows or additional technical resources.
Accessibility and Inclusive Passenger Information: EMTF ensures real-time information reaches every passenger, regardless of ability. Onboard audio announcements deliver next-stop information for blind and visually impaired travelers, while digital screens serve those with hearing difficulties. Real-time data published via Google Maps and Moovit is also compatible with screen readers and voice assistants, making independent travel accessible to all.
