With thanks to an informed source the following information has given to staff at a certain North of England TOC:

(Infographic above has various stats and principles listed including that £377m market headroom exists in the North from pricing reform, RDG research finds 84% of customers believe fares structure not fit for purpose, expansion of Pay As You Go along with launch of national online ticket retailer, empowerment of devolved authorities to shape local services through statutory roles).
Right now, rail fares can be confusing with different rules, operator-specific fares, and ticket types that don’t always fit how people actually travel. Fares reform will change that by:
Simplifying ticket choices - customers will be presented with a MAXIMUM of 3 ticket types, all operator specific flexible fares will be removed
Single leg pricing (SLP) - two singles will cost the same as a return! Customers will be able to mix & match their peak & off-peak single tickets
Advance Purchase sold on the day of travel will be removed in areas that will have pay-as-you-go technology, which will predominantly be short distance. AP where currently available, will be retained to be purchased before the day of travel.
The 3 fares that a customer is presented with will vary depending on the type & length of journey. For X TOC, we are shaping what travel to work fares, and regional leisure based fares look like.
Travel to work fares model will have an anytime, an off-peak and a fixed (AP).
Regional leisure based fares model will have an anytime, a fixed & something in the middle - keep an eye out for updates in the coming weeks.
LNER have launched their trial of long distance fares, including an anytime, a 70 min flex, and a fixed. I have some initial results from this -
80% of customers who bought the 70 min flex travelled on their originally booked train
CSAT is up to 17% points higher for customers who booked the 70 min flex compared to other ticket types
Avanti will launch another long distance trial next year, but I understand this will look slightly different to the LNER one

(Infographic above has various stats and principles listed including that £377m market headroom exists in the North from pricing reform, RDG research finds 84% of customers believe fares structure not fit for purpose, expansion of Pay As You Go along with launch of national online ticket retailer, empowerment of devolved authorities to shape local services through statutory roles).