The penalties need to be severe with immediate loss of car and licence.
As for buses and coaches take the vehicle number, the time you saw the vehicle and then phone the Company. As most modern buses and coaches carry CCTV so any such complaint can be investigated
Most if not all UK Bus and Coach Companies carry instant dismissal for the use of mobile phones while the vehicle is in motion. .
Again most modern coaches carry hands free phones and even then I know one, that has a rule you hear the call on hands free and only reply by ring back when stationary.
The use of mobiles in a vehicle appears to be harder to put over to some than the drink driving laws, yet the end result is so often the same.