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)
ATIS OverviewATIS Overview
• Collection, Consolidation, Dissemination
• Public-private partnerships
• Evolving business opportunity
• Creating revenue potential for public sector
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
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
Reality CheckReality Check
• Can it be legally implemented?
• Will it be politically supported?
• Will it produce the desired level of private sector involvement?
No No oneone ATIS business model is ATIS business model is appropriate for all regions.appropriate for all regions.
.
Many Factors Affect ChoicesMany Factors Affect Choices
• Availability of infrastructure
• The need for revenue
• Jurisdictional complications
• Legal limitations
• Willingness to take on risk
Competing PerspectivesCompeting Perspectives
Governments
Modes
Highway Transit
Regional
Local
State
Federal
Functions
Operations
Capital
Planning
Sectors
Private Public
Public and private sectors have Public and private sectors have significantly different views about significantly different views about
what is important.what is important.
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
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
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.
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
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
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
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.
Three ATIS Functions:Three ATIS Functions:Who will do what?Who will do what?
ATIS Business Model ContinuumATIS Business Model Continuum
COMPETITIVEFUSION
FRANCHISEDFUSION
PUBLIC-CENTERED
FUSION
CONTRACTEDFUSION
Public
Control
Public
Funding
Private
Control
Private
Funding
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
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
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
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
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
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
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