1. Choosing the Route To Traveler Information Systems Deployment by ITS America ATIS Committee USDOT ITS Joint Program Office Washington State Transportation Center (TRAC)

2. ATIS Overview Collection, Consolidation, Dissemination Public-private partnerships Evolving business opportunity Creating revenue potential for public sector

3. ATIS is Evolving New delivery mechanisms Additional information sources Changing mix of participants Emerging public/private partnerships Don’t know ultimate market potential

4. 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

5. Reality Check Can it be legally implemented? Will it be politically supported? Will it produce the desired level of private sector involvement?

6. No one ATIS business model is appropriate for all regions..

7. Many Factors Affect Choices Availability of infrastructure The need for revenue Jurisdictional complications Legal limitations Willingness to take on risk

8. Competing Perspectives Governments Modes HighwayTransit Regional Local State Federal Functions Operations Capital Planning Sectors PrivatePublic

9. Public and private sectors have significantly different views about what is important.

10. Private Sector View Public Sector View What’s Important Return on investment Regional coverage National markets Political & constituent support Operation of specific facilities Regional policy goals Social equity

11. 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 vs Private Interest

12. Public sector needs to state its role, then private sector can make its business decisions.

13. Consumer Market Public Policy Public Control Private Investment More Free Information More Revenue Public Policy or Consumer Market Driven? Greater Market Acceptance Greater Distribution of Benefits

14. If Public Policy Driven: Greater potential to manage travel demand Can address issues of accessibility and equity More public control More public money required

15. 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

16. Most regions will require continued public support for at least the next few years.

17. Three ATIS Functions: Who will do what?

18. ATIS Business Model Continuum COMPETITIVE FUSION FRANCHISED FUSION PUBLIC- CENTERED FUSION CONTRACTED FUSION Public Control Public Funding Private Control Private Funding

19. PublicPrivate Data Collection Data Fusion Information Distribution End Users General Public Data Given AwayData Sold to Customers $$$ Transit City Trans. Mgt. System Company 1 2 3 Transit State Dept. of Trans. Public Centered Fusion City Trans. Mgt. System

20. PublicPrivate End Users General Public Data Given AwayData Sold to Customers $$$ Transit City Trans. Mgt. System Company 1 2 3 Transit City Trans. Mgt. System State Dept. of Trans. State Dept. of Trans. Company 1 Data Fusion System Contract Fusion Company 1 Data Collection Data Fusion Information Distribution

21. PublicPrivate End Users General Public Data Given AwayData Sold to Customers $$$ Transit City 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 $ Data Collection Data Fusion Information Distribution

22. PublicPrivate End Users General Public Data Given AwayData Sold to Customers $$$ Transit City Trans. Mgt. System Company 1 4 2 Transit City Trans. Mgt. System State Dept. of Trans. State Dept. of Trans. Company 1 3 Competitive Fusion $ $ $ $ $ $ Data Collection Data Fusion Information Distribution

23. 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

24. Choosing 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