In this paper11The extended abstract of this paper appeared on PPAM 2009, LNCS 6067 (2010) 11–20. we study the problem of interval incidence coloring of bipartite graphs. We show the upper bound for interval incidence coloring number (χii) for bipartite graphs χii≤2Δ, and we prove that χii=2Δ holds for regular bipartite graphs. We solve this problem for subcubic bipartite graphs, i.e. we fully characterize the subcubic graphs that admit 4, 5 or 6 coloring, and we construct a linear time exact algorithm for subcubic bipartite graphs. We also study the problem for bipartite graphs with Δ=4 and we show that 5-coloring is easy and 6-coloring is hard (NP-complete). Moreover, we construct an O(nΔ3.5logΔ) time optimal algorithm for trees.