The aim was to introduce greater budgetary efficiency and managerial accountability by building a more market-focused and responsive business, rather than privatising BR completely.

It was expected that the London and South East sector would cover most of its operating costs from revenues, in contrast to heavily subsidised rural services.

Day-to-day operation, staffing and timetabling continued to be delivered by the Regions – and the sector came into existence with barely thirty staff based at Waterloo.

[2][4][5] The relaunch was intended to be more than a superficial rebranding and was underpinned by considerable investment in the presentation of stations and trains, as well as efforts to improve service standards.

[3] This approach was largely brought about by a new director, Chris Green, who had presided over similar transformation and rebranding of ScotRail.

BR allowed NSE to decide about scheduling, marketing, infrastructure enhancements, and rolling stock specifications on NSE-assigned lines and services.

In April 1990, British Rail Chairman Bob Reid announced that sectorisation would be made complete, with regions disbanded by 1991–92 and the individual sectors becoming directly responsible for all operations other than a few core long-term planning and standards functions.

NSE was able to exert much greater control and accountability over both its operating budget and service quality than BR could under its Regions.

[citation needed] However, this did not happen as Baker Street and London Paddington would not have been able to cope with the extra trains and passengers.

Speed limits were increased to 75 mph (only 75 due to running on London Underground track between Harrow and Amersham), all remaining fast loops at stations were removed and the line between Bicester North and Aynho Junction was singled.

[citation needed] Regular services to Banbury, and a few specials to Birmingham were introduced and a new maintenance depot was built at Aylesbury.

[citation needed] NSE signage and logos can be found across the Island Line, Isle of Wight, with particularly well-maintained examples existing at the Ryde Pier Head and Shanklin ticket offices.

Marylebone station, also in London, was refurbished by NSE in the 1980s and still has the company's logo in the form of three parallelograms in relief over the main entrance.

[13] The group wanted to obtain the trademark to help Network SouthEast's name and legacy live on following its demise and educate about NSE.