DEMONSTRATING 'DESIGN TO MARKET' FORITS SERVICES

摘要

Intelligent Transport Systems (ITS) that lead to more efficient and effective road travel, offerthe best potential for reducing greenhouse gas emissions in the short term. However, for thispotential to be realized, widespread adoption of ITS is needed. This requires a move fromthe predominantly supply side driven design of ITS products, to a more market consciousapproach. New 'marketing science' techniques can identify product features at the designstage to maximize uptake. This technical paper describes a demonstration application of suchtechniques for the design of traveler information systems.