choosing the route to traveler information systems deployment by its america atis committee usdot...
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Choosing the Route To Traveler Choosing the Route To Traveler Information Systems DeploymentInformation Systems Deployment
by
ITS America ATIS Committee
USDOT ITS Joint Program Office
Washington State Transportation Center (TRAC)
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ATIS OverviewATIS Overview
• Collection, Consolidation, Dissemination
• Public-private partnerships
• Evolving business opportunity
• Creating revenue potential for public sector
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ATIS is EvolvingATIS is Evolving
• New delivery mechanisms
• Additional information sources
• Changing mix of participants
• Emerging public/private partnerships
• Don’t know ultimate market potential
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The ATIS Business Plan:The ATIS Business Plan:
• Sorts out business relationships
• Describes the local ATIS market
• Identifies cost and funding sources
• Lists participants and their roles
• Accommodates changing needs and technologies
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Reality CheckReality Check
• Can it be legally implemented?
• Will it be politically supported?
• Will it produce the desired level of private sector involvement?
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No No oneone ATIS business model is ATIS business model is appropriate for all regions.appropriate for all regions.
.
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Many Factors Affect ChoicesMany Factors Affect Choices
• Availability of infrastructure
• The need for revenue
• Jurisdictional complications
• Legal limitations
• Willingness to take on risk
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Competing PerspectivesCompeting Perspectives
Governments
Modes
Highway Transit
Regional
Local
State
Federal
Functions
Operations
Capital
Planning
Sectors
Private Public
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Public and private sectors have Public and private sectors have significantly different views about significantly different views about
what is important.what is important.
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Private Sector View
Public Sector View
What’s ImportantWhat’s Important• Return on investment• Regional coverage• National markets
• Political & constituent support
• Operation of specific facilities
• Regional policy goals• Social equity
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Large
Public
Modest
Control
Systems (VMS) (HAR)
Snow Pass
Line
#800
Call In
Customized
Travel Assistance
Data
Fusion
6 Year
Transportation Improvement
Plan
Individual Driver
Route Guidance
Agency
Mission
Crucial
Less
Critical
Private Business
Opportunity
Private
Public Interest Public Interest vsvs Private Interest Private Interest
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Public sector needs to state its role, Public sector needs to state its role, then private sector can make its then private sector can make its
business decisions. business decisions.
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ConsumerMarket
PublicPolicy
Public Control
Private Investment
More Free Information
More Revenue
Public Policy or Consumer Market Public Policy or Consumer Market Driven?Driven?
Greater Market Acceptance
Greater Distribution of Benefits
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If Public Policy Driven:If Public Policy Driven:
• Greater potential to manage travel demand
• Can address issues of accessibility and equity
• More public control
• More public money required
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If Consumer Market Driven:If Consumer Market Driven:
• Focus is on creating value for customers
• Aimed at specific market segments
• Greater potential for private sector revenue
• More private investment likely
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Most regions will require continued Most regions will require continued public support for at least the next public support for at least the next
few years.few years.
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Three ATIS Functions:Three ATIS Functions:Who will do what?Who will do what?
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ATIS Business Model ContinuumATIS Business Model Continuum
COMPETITIVEFUSION
FRANCHISEDFUSION
PUBLIC-CENTERED
FUSION
CONTRACTEDFUSION
Public
Control
Public
Funding
Private
Control
Private
Funding
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Public Private
DataCollection
DataFusion
Information Distribution
End Users
General Public
Data Given Away Data Sold to Customers
$ $ $
TransitCity
Trans. Mgt.
System
Company 1
Company 2
Company 3
Transit
State Dept. of Trans.
Public Centered Fusion
City Trans. Mgt.
System
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Public Private
End Users
General Public
Data Given Away Data Sold to Customers
$ $ $
TransitCity
Trans. Mgt.
System
Company 1
Company 2
Company 3
Transit
City Trans. Mgt. System
State Dept. of Trans.
State Dept. of Trans.
Company 1
Data Fusion System
Contract Fusion
Company 1
DataCollection
DataFusion
Information Distribution
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Public Private
End Users
General Public
Data Given Away Data Sold to Customers
$ $ $
TransitCity
Trans. Mgt. System
Company 1
Company 2
Transit
State Dept. of Trans.
State Dept. of Trans.
Data Fusion
Services
Data Dissemin
-ation Services
Company 3
Franchised Fusion
City Trans. Mgt. System $
DataCollection
Data Fusion
Information Distribution
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Public Private
End Users
General Public
Data Given Away Data Sold to Customers
$ $ $
TransitCity
Trans. Mgt. System Company
1
Company 4
Company 2
Transit
City Trans. Mgt. System
State Dept. of Trans.
State Dept. of Trans.
Company 1
Company 3
Competitive Fusion
$
$
$$
$
$
DataCollection
Data Fusion
Information Distribution
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Contracting Mechanisms Govern:Contracting Mechanisms Govern:
• Participant interactions
• What data will be provided
• Use of and restrictions on the data
• Cost distribution
• How any revenues will be generated and shared
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Choosing the RouteChoosing the Route
• No ONE model is appropriate for all regions
• Public support required for the next few years
• Public and private views significantly different
• Public policy OR consumer market?
• Resulting ATIS roles
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MarketPotential
Intended Role of the ATIS
Business Structure
(Participant Activities)
Public Sector
Agencies
MgmtStructure
A Process For Developing ATIS Business Plans
Contractual Relationships
Private Companies
Revenue Generation
Legal Constraints
Available Infrastructure
Product Develop-ment
Level Of Interest
Geographic Size
Public Sector Private Sector
PoliticalConstraints
Revenue Availability
Level Of Existing Congestion
Available Infrastructure
BusinessPlan
Revenue Business Roles/Relationships
Costs
A
BC
D
A
BC
D