This research has explored the impacts and benefits of selected ITS measures in bus services networks in an urban area. It outlines the probable influencing parameters and critically reviews the evaluation techniques used to assess the impacts of these measures. A state-of-the-art review of modelling has been undertaken to outline the requirements for effective modelling of impacts of selected ITS measures in public transportation. The research has then illustrated the operational impacts of these measures using a modelling framework incorporating two transport modelling packages, TRIPS and SPLIT, which has been used in a series of case studies. Assumptions used in the evaluation framework were based on previous studies and surveys. The survey data was also used to develop a rigorous method of calculating the average waiting time at bus stops. The literature review has shown that application-specific evaluation techniques are often required due to the variation in impacts and influencing parameter of different ITS measures. Current modelling, whilst useful, has limitations in their structure and functions. Any pre-implementation evaluation framework used needs to be an integrated modelling tool, which can simulate temporal and dynamic behavioural responses of users to these measures and the potential impact these responses can have in demand and supply of both public and private trips. The results from the illustrative modelling showed worthwhile benefits with individual measures and a high potential to influence perceived changes and influence patronage. The scale of impact of combined measures could be similar to conventional measures but would have lower dis-benefits to other traffic. However its implementation may require significant investments. The level of benefits also showed that these might not be the means for mode shift but needs to be integrated with other conventional and operational measures to provide a better package deal.