ITS Observatory Business Plan Martine Harvey Transport Systems Catapult

Introduction Approach for sustainability Customer segments Value proposition

What is the offering? Who will use the ITSO? Why will organisations want to use the ITSO? How can the ITSO become self sustaining? Approach to Sustainability

The Business Model Canvas [1] Customer Segments Who are the customers? Value Propositions What do they want? Channels How do we reach the customers? Customer Relationships How do we interact with each customer segment? Revenue Streams What value will each customer segment be willing to pay? [1] “Business Model Generation” Alexander Osterwalder & Yves Pigneur

Multi Sided Platform Group B Search for products, services, events, news and information Group A Inform, promote products and services For the ITSO to be a success, both groups need to be present Platform creates value by facilitating interactions between different groups

Customer Segments

Each customer segment could have different requirements Some customer segments might fall into both platform groups - e.g. ITS Nationals could be Group A, wanting to inform and promote their activity and also Group B, wanting to search for information Group B Search for products, services, events, news and information Group A Inform, promote products and services

Value Proposition SIMPLE! Solve customer problems Satisfy customer needs

Value proposition The ITS Observatory is a platform which offers the ITS community the opportunity to demonstrate innovations, programmes and projects, organizations, solutions and other ITS information to the community AND serves as a ´one stop shop´ to find ITS related information and act as a starting point for professional interactions Key words in the value proposition are: -platform: the tool and at the same time the channel -ITS information: the content -community: connecting people -one stop shop: facilitating demand and supply -starting point: limited content and many links

The ITS Observatory will … Save you time looking for suppliers and solutions Promote your deployments, services and products Provide a forum for ITS problems and solutions Value proposition

Value Proposition All: What would be the most valuable feature of the ITSO for your business/organization? Private: In which ways could the ITSO help to increase the value of your business or get you more business? Public: In which ways could the ITSO help your organisation? All: What would convince you to become part of the ITSO community and use the service regularly?

Value Proposition What do you want the ITS Observatory to be? We value your ideas are welcome

Conclusions ITS Observatory will be an ITS community focal point that will: Save time and money for potential owners of ITS (e.g. local authorities) Allow suppliers to showcase their products and services Act as a single point of reference for ITS deployments in the EU

Thank You! Questions?

An inventory of existing and planned ITS deployments. Find where any type of ITS is implemented and how to learn more about it – and whom to ask for their experience of real- life operations. Everything about ITS experts and businesses who have deployed ITS projects. Promote yourself, get into contact with peers, customers and suppliers. ITS Marketplace Meet potential customers, search for products and solutions. Post ITS questions and get answers from the community, post a blog or help with deployment advice or product and service information. The latest developments in ITS deployment plans, products and studies. Promote your events and let the community know about important news items. An overview and latest news of ITS standardisation and standards which could influence your ITS projects and solutions. Stay up to date on ITS policy and legislation, including EU ITS Action Plan & Directive, and national ITS strategies.

The Objectives of this WP are to explore, establish and implement a business plan that will provide continuity and sustainability of the ITS Observatory as an available resource beyond the life of the project. The WP will analyse the value proposition for the stakeholders identified in WP2 both suppliers of data and users of the ITS Observatory as well as questions of cost of operation over the long term and the relationship to affordability as well as benefits for users. WP7 comprises the following tasks Task 7.1 Stakeholder Mapping and Value Proposition (TSC, XRX, ERT,) Task 7.2 Sustainability Strategy (XRX, ERT, TCS) Task 7.3 Deployment Map (TSC, XRX, ERT) WP 7