Intelligent Transportation Systems 21CV754

Module - 4
Structure
4.0 Introduction
4.1 Objectives
4.2 ITS and Changing Transportation Institutions
4.3 ITS and Safety
4.4 ITS and Security
4.5 ITS as Technology Deployment Program
4.6 ITS Business Models
4.7 ITS and Sustainable Mobility
4.8 Recommended questions
4.9 Outcomes
4.10 Further Reading

4.0 Introduction:
ITS are significantly changing transportation institutions by enabling real-time data
collection and analysis, allowing for more efficient traffic management, improved
infrastructure utilization, and enhanced traveler information, which in turn necessitates
adjustments to organizational structures, data sharing practices, and collaboration between
different transportation agencies to fully leverage the potential of ITS technology

4.1 Objectives
 Have an awareness and scope of transport issues, such as, traffic safety, public
transport, advanced vehicle management and control.
 Learn how Intelligent transport systems (ITS) involve the application of information
technology and telecommunications to control traffic, inform travellers and drivers,
operate public transport, automating payments, handle emergencies and incidents,
operate commercial fleets and freight exchange, and automate driving and safety.

4.2 ITS and Changing Transportation Institutions

The advent of ITS has fundamentally altered transportation institutions and the way they
operate. These changes are seen in:
a) Shift in Governance and Regulation:
 Public-Private Partnerships (PPPs): Governments and private entities collaborate on the
development, deployment, and maintenance of ITS infrastructures, such as toll systems or
data management platforms.
 Regulation of Emerging Technologies: As autonomous vehicles, shared mobility services
(e.g., ride-hailing), and electric vehicles become more prevalent, transportation regulations
must adapt to address safety, liability, insurance, and data privacy concerns.

b) Multi-Modal Integration:
 ITS allows for better integration of different modes of transport (cars, buses, trains,
bicycles, and even walking). Public transportation systems can be dynamically adjusted based
on real-time data about traffic conditions or passenger demand.

Department of Civil Engineering, ATMECE, Mysuru Page 1

Intelligent Transportation Systems 21CV754

 Mobility as a Service (MaaS): ITS enables the concept of MaaS, where individuals can
plan, book, and pay for a variety of transport services (public transport, car-sharing, bike-
sharing, etc.) through a single platform.

c) Decentralization of Transport Control:

 Transportation systems are increasingly managed using cloud-based platforms and
decentralized networks, which allows for more dynamic control and adaptability (e.g.,
adjusting bus schedules based on real-time traffic data).

d) Impact on Transportation Companies:

 Traditional transport providers (e.g., public transit agencies, trucking companies) are
investing heavily in ITS to improve efficiency and reduce costs. These companies must adapt
to new technologies such as electric vehicles, autonomous vehicles, and connected
infrastructure.
 Ride-hailing services (e.g., Uber, Lyft) and shared mobility providers are utilizing ITS for
route optimization, dynamic pricing, and real-time customer service improvements.

e) New Data-Driven Business Models:

 Data Monetization: Governments and private companies are increasingly utilizing
transportation data generated by ITS for commercial purposes, such as providing real-time
advertising, selling traffic data to third parties, or monetizing dynamic pricing models.
 Subscription-Based Models: The rise of Mobility-as-a-Service (MaaS) platforms where
customers pay for access to a netw

4.3 ITS and Safety

Intelligent Transportation Systems (ITS) techniques in traffic safety are designed to improve
the efficiency, safety, and management of roadways using advanced technologies. These
techniques leverage data, communication, and automation to reduce accidents, improve
traffic flow, and enhance the overall driving experience. Below are some of the most
commonly used ITS techniques to promote traffic safety:

1. Collision Avoidance Systems

 Description: These systems use various sensors (radar, cameras, LIDAR, ultrasonic
sensors) to detect obstacles, vehicles, and pedestrians around a vehicle. The system can alert
the driver or take corrective actions, such as automatic braking or steering, to prevent a
collision.
 Example: Forward Collision Warning (FCW) systems and Automatic Emergency Braking
(AEB) can prevent rear-end collisions by detecting a vehicle in front and applying the brakes
if the driver does not respond in time.

2. Vehicle-to-Vehicle (V2V) Communication

 Description: V2V technology allows vehicles to communicate directly with each other to
share information like speed, location, and direction. This helps drivers become aware of
potential hazards that they cannot see (e.g., a car in a blind spot or one braking suddenly).

Department of Civil Engineering, ATMECE, Mysuru Page 2

Intelligent Transportation Systems 21CV754

 Example: If a vehicle ahead suddenly brakes or changes lanes unexpectedly, the V2V
system sends a warning to the following vehicle to reduce speed or take evasive action.

3. Vehicle-to-Infrastructure (V2I) Communication

 Description: V2I communication allows vehicles to interact with roadside infrastructure
such as traffic lights, signs, and sensors. This exchange of information helps both the vehicle
and the infrastructure adapt in real time to traffic conditions, optimizing safety and traffic
flow.
 Example: Smart traffic lights can communicate with vehicles to provide green lights to
approaching vehicles or adjust signal timing based on traffic conditions, reducing the risk of
accidents caused by sudden stops or congestion.

4. Dynamic Traffic Management

 Description: This technique involves real-time monitoring of traffic conditions using
cameras, sensors, and data analytics to adjust traffic signals, control lane usage, and provide
real-time traffic information to drivers.
 Example: Adaptive Traffic Signal Control adjusts signal timing in real time based on
current traffic flow, ensuring smoother traffic and reducing the likelihood of accidents caused
by congestion.

5. Real-Time Traffic Information

 Description: ITS provides real-time updates on traffic conditions, accidents, road closures,
or hazards through various channels such as mobile apps, in-vehicle systems, or dynamic
roadside signs. This information allows drivers to adjust their routes or behaviors, reducing
the chances of accidents.
 Example: Variable Message Signs (VMS) along highways alert drivers to slow down,
avoid certain lanes, or expect delays due to accidents or roadwork, helping them make
informed decisions.

6. Incident Detection and Management

 Description: ITS uses sensors (such as inductive loop detectors, cameras, or radar) to
detect incidents or accidents on the road in real time. Once detected, emergency response
teams can be alerted, and traffic control measures (e.g., lane closures, detours) can be
implemented promptly.
 Example: If a vehicle crashes on a highway, ITS will automatically notify emergency
responders, and traffic management systems will reroute traffic to avoid further accidents or
delays.

7. Lane Departure Warning (LDW) and Lane Keeping Assistance (LKA)

 Description: These systems alert the driver when the vehicle unintentionally drifts out of
its lane without signaling. If the driver does not correct the steering, the system can provide
automatic corrective steering to bring the vehicle back into its lane.
 Example: In heavy traffic or on highways, LDW systems help prevent accidents due to
driver distraction or fatigue by ensuring the vehicle stays in the correct lane.

Department of Civil Engineering, ATMECE, Mysuru Page 3

Intelligent Transportation Systems 21CV754

8. Pedestrian and Cyclist Detection Systems

 Description: Using cameras and sensors, ITS can detect pedestrians or cyclists in the
vehicle's path. These systems then alert the driver or automatically take corrective actions
(such as applying the brakes) to prevent collisions.
 Example: Pedestrian Detection with Automatic Emergency Braking (AEB) prevents
accidents by detecting pedestrians walking into the vehicle’s path and automatically stopping
the vehicle if the driver doesn’t respond in time.

9. Speed Enforcement and Warning Systems

 Description: These systems use cameras, radar, or other sensors to detect speeding
vehicles and alert the driver. In some cases, they can also automatically issue speeding tickets
or adjust speed limits based on real-time road conditions.
 Example: Variable Speed Limits are adjusted based on real-time traffic conditions or
weather (e.g., in fog or heavy rain) to reduce the likelihood of accidents caused by driving too
fast for the conditions.

10. Public Transportation Safety

 Description: ITS techniques are applied to public transport systems to improve safety for
passengers and drivers. This includes monitoring bus/train locations, ensuring proper
scheduling, and providing real-time alerts to passengers and operators.
 Example: Bus Priority Systems can change traffic light signals to allow buses to pass
more quickly, preventing accidents caused by buses merging into traffic or running behind
schedule.

11. Smart Parking Systems

 Description: These systems help reduce congestion by guiding drivers to available parking
spaces, preventing accidents caused by drivers circling parking lots in search of a spot.
 Example: Sensors in parking lots or garages detect available spaces and communicate this
information to drivers via mobile apps or dynamic signs.

12. Driver Behavior Monitoring and Alerts

 Description: Some ITS solutions monitor driver behavior (such as speeding, hard braking,
and lane-changing) using sensors or onboard data collection systems. If risky behavior is
detected, the system provides feedback to the driver to encourage safer driving habits.
 Example: Driver Fatigue Detection Systems use cameras and sensors to monitor eye
movement and facial expressions. If signs of fatigue are detected, the system warns the driver
to take a break, reducing the likelihood of accidents due to drowsiness.

13. Automated and Connected Vehicles (AVs and CVs)

 Description: Automated vehicles (AVs) and connected vehicles (CVs) rely on a
combination of ITS technologies to drive themselves or communicate with infrastructure to
ensure safety. AVs are equipped with sensors, cameras, and AI algorithms to operate without
human intervention, reducing accidents caused by human error.

Department of Civil Engineering, ATMECE, Mysuru Page 4

Intelligent Transportation Systems 21CV754

 Example: Self-Driving Cars use a variety of ITS techniques, including collision

avoidance, adaptive cruise control, and V2V communication, to safely navigate the road.

Benefits of ITS in Traffic Safety:

Reduced Accidents: By providing real-time data, predictive alerts, and automated responses,
ITS helps prevent accidents caused by human error, traffic congestion, and environmental
factors.
Faster Emergency Response: ITS technologies can notify emergency responders quickly,
reducing response times and potentially saving lives.
Improved Traffic Flow: Dynamic traffic management and adaptive systems reduce
congestion and accidents caused by heavy traffic.
Safer Road Environment: ITS protects vulnerable road users like pedestrians and cyclists
by offering detection systems and alerts.

4.4 ITS and Security:

Intelligent Transportation Systems (ITS) not only enhance transportation efficiency
and safety but also have a significant impact on security in the context of transportation
networks. As transportation systems become increasingly automated and connected, security
becomes a critical concern, addressing both the physical safety of individuals on the roads
and the cyber security of the systems themselves. Here's how ITS contributes to
transportation security:

1. Cyber security of ITS Infrastructure

 Security Challenge: With the growing use of connected vehicles, smart traffic
management systems, and real-time communication networks, ITS systems become
vulnerable to cyberattacks. Malicious actors could potentially hack into these systems,
leading to disruptions, accidents, or misuse of sensitive data.
 ITS Security Solutions:
Encryption: Ensuring that communications between vehicles, infrastructure, and traffic
management centers are encrypted to prevent unauthorized access and tampering.
Authentication Protocols: Implementing robust authentication systems for connected
vehicles and infrastructure to ensure that only authorized entities can communicate and
control traffic systems.
Secure Communication Standards: Using secure protocols like V2X (Vehicle-to-
Everything) communication with built-in security measures, ensuring that vehicle-to-vehicle
(V2V) and vehicle-to-infrastructure (V2I) communication is safe from interception or
manipulation.

2. Protection against Physical Security Threats

 Security Challenge: Public transportation systems, critical infrastructure, and vehicles can
be targets for terrorism, vandalism, or theft. Traditional systems might lack the means for
monitoring and mitigating such risks in real time.
 ITS Security Solutions:

Department of Civil Engineering, ATMECE, Mysuru Page 5

Intelligent Transportation Systems 21CV754

Surveillance and Monitoring: ITS integrates cameras, sensors, and advanced analytics to
monitor for suspicious activities or threats at transportation hubs, along highways, or at high-
risk areas (e.g., bridges, tunnels). This can help detect potential security breaches and notify
authorities promptly.
Real-Time Threat Detection: Through pattern recognition algorithms and AI-based
analytics, ITS can analyze data from surveillance cameras to identify suspicious behavior,
such as unattended packages, abnormal movement patterns, or vehicles entering restricted
areas.
Smart Surveillance Systems: The integration of facial recognition technology in public
transit or transportation hubs can enhance security by identifying individuals who may pose a
security risk, such as those on watch lists, while also maintaining privacy standards.

3. Vehicle and Cargo Security

 Security Challenge: Vehicle theft, cargo hijacking, and unauthorized vehicle access are
significant concerns in traditional transportation systems. Tracking and securing vehicles and
cargo is critical to ensuring safety and minimizing the impact of criminal activity.
 ITS Security Solutions:
Real-Time Vehicle Tracking: ITS enables GPS-based tracking systems that can monitor the
location of vehicles and cargo in real time. This helps authorities respond swiftly to theft or
hijacking incidents.
Remote Immobilization: ITS allows for remote vehicle immobilization in the event of theft,
using secure communication systems to prevent the vehicle from being used or taken further.
Geo-fencing: This technique establishes a virtual boundary around a vehicle’s operational
area. If a vehicle moves outside its designated area, an alert can be triggered to notify security
personnel or law enforcement.
Cargo Monitoring: ITS technology can monitor cargo conditions, such as temperature,
humidity, or weight, and alert authorities to potential tampering, theft, or cargo diversion.

4. Emergency Response and Disaster Management

 Security Challenge: In the event of an emergency, disaster, or terrorist attack, traditional
transportation systems may not be equipped to respond efficiently to changing conditions or
the need for rapid evacuation.
 ITS Security Solutions:
Automated Emergency Alerts: ITS can send real-time alerts to vehicles and drivers about
emergencies, road closures, or threats such as accidents, natural
disasters, or security incidents. This can help drivers avoid dangerous areas and reroute to
safety.
Optimized Evacuation Routes: In case of a disaster or terrorist attack, ITS can identify
optimal evacuation routes in real-time, based on current traffic conditions, and direct vehicles
away from dangerous zones.
Integrated Communication Systems: ITS enables real-time communication between
emergency responders, traffic management centers, and the public, allowing for coordinated
responses during critical incidents.

Department of Civil Engineering, ATMECE, Mysuru Page 6

Intelligent Transportation Systems 21CV754

5. Autonomous Vehicles (AVs) and Security

 Security Challenge: Autonomous vehicles, which are a major component of ITS, rely
heavily on data from sensors, GPS, and communication networks. A breach or manipulation
of this data could compromise vehicle safety, causing accidents or misuse.
 ITS Security Solutions:
Redundancy and Safety Protocols: Autonomous vehicles (AVs) are equipped with multiple
layers of safety protocols, ensuring that the vehicle can operate safely even if one system is
compromised. Fail-safe systems like redundant sensors and backup controls help avoid
accidents.
Data Integrity for AVs: Ensuring that data transmitted between AVs and infrastructure is
verified and protected against manipulation or spoofing. This includes secure V2V and V2I
communication to prevent cyber threats that could affect AV behavior.
Safe Testing Environments: ITS provides secure testing environments where autonomous
vehicles can be tested for cybersecurity vulnerabilities before they are deployed in real-world
situations.

6. Safety in Public Transportation

 Security Challenge: Public transportation systems, including buses, trains, and metro
systems, are vulnerable to terrorist attacks, vandalism, and other threats. Ensuring passenger
safety is a primary concern for urban transport authorities.
 ITS Security Solutions:
Passenger Monitoring: ITS can use sensors and cameras to monitor passenger behavior,
detect incidents like fights, suspicious activity, or crowding, and automatically alert law
enforcement or security personnel.
Automatic Emergency Response Systems: In case of a security threat, such as an attack or
emergency incident, ITS can automatically trigger lockdown procedures, close off certain
areas, and alert authorities without requiring manual intervention.
Mobile Security Alerts: ITS-enabled apps can send security notifications to passengers in
case of emergencies, ensuring they are informed about threats and potential evacuation
procedures.

7. Resilience against Terrorism and Malicious Attacks

 Security Challenge: Terrorist attacks, cyberattacks, and other malicious activities aimed at
transportation infrastructure can have devastating consequences. Securing critical
infrastructure is key to mitigating these threats.
 ITS Security Solutions:
Risk Assessment Tools: ITS uses data analytics to assess vulnerabilities in transportation
systems and anticipate potential threats based on historical patterns, trends, and intelligence.
Distributed Denial of Service (DDoS) Protection: Traffic management and control systems
within ITS must be safeguarded against DDoS attacks, which could overload and disable
systems controlling traffic signals, sensors, or other critical infrastructure.

Department of Civil Engineering, ATMECE, Mysuru Page 7

Intelligent Transportation Systems 21CV754

Coordination with Law Enforcement: ITS can enable real-time coordination between
transportation authorities and law enforcement, allowing quick deployment of resources to
prevent or respond to a terrorist threat.

4.5 ITS as Technology Deployment Program and Development/Research

areas/Emerging Technologies:
Intelligent Transportation Systems (ITS) as a technology development program plays
a pivotal role in transforming traditional transportation systems into smarter, more efficient,
and safer networks. The program focuses on developing, deploying, and integrating advanced
technologies to enhance the overall functioning of transportation systems. Here’s an overview
of the role of ITS as a technology development program:

1. Advancing Communication Technologies

Development of Real-Time Communication Systems: One of the core elements of ITS is
the integration of vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I)
communication. These communication technologies allow vehicles to interact with each other
and with traffic infrastructure (like signals, sensors, and cameras), improving safety and
efficiency.
Support for 5G and V2X Communication: The development of 5G networks and V2X
(Vehicle-to-Everything) communication technologies enables faster and more reliable
communication between vehicles, pedestrians, traffic signals, and the cloud, allowing real-
time decision-making and enhancing the overall safety of the transport network.

2. Development of Autonomous Vehicles and Connected Technologies

Autonomous Driving Technologies: ITS is at the forefront of developing autonomous
vehicles (AVs), which rely on a combination of sensors, AI, machine learning, and real-time
data to navigate and make decisions. ITS research focuses on improving algorithms for object
detection, path planning, and decision-making processes to enable safer and more reliable
autonomous driving.
Connected Vehicles: ITS also supports the development of connected vehicles (CVs), which
use communication technologies to interact with their environment and other vehicles,
reducing the chances of accidents, improving traffic flow, and enabling automated driving.

3. Smart Traffic Management Systems

Adaptive Traffic Control Systems: ITS involves the development of advanced traffic
management systems that dynamically adjust traffic signals, traffic flow, and route planning
based on real-time traffic data. These systems help reduce congestion, improve traffic flow,
and minimize delays.
Integrated Traffic Control: ITS technology integrates multiple sources of data—such as
cameras, sensors, GPS, and traffic signals—into a central system that provides authorities
with real-time insights into traffic conditions, enabling better decision-making.

Department of Civil Engineering, ATMECE, Mysuru Page 8

Intelligent Transportation Systems 21CV754

4. Data Analytics and Artificial Intelligence

Big Data Analytics: ITS uses big data from various sensors and vehicles to analyze traffic
patterns, identify bottlenecks, and predict traffic conditions. By analyzing large datasets, ITS
can provide insights for more efficient transportation planning and better use of
infrastructure.
Machine Learning and AI: Machine learning algorithms are used to predict traffic
behavior, optimize routes for both vehicles and pedestrians, and improve accident detection
and response. AI is also employed in improving the efficiency of autonomous vehicles and
traffic control systems.

5. Vehicle Safety Technologies

Collision Avoidance and Driver Assistance: ITS develops driver assistance systems
(ADAS) such as lane departure warnings, adaptive cruise control, and automatic emergency
braking, which use sensors and cameras to help drivers avoid accidents.
Collision Detection and Avoidance: ITS technologies enable vehicles to detect potential
collisions with pedestrians, other vehicles, or obstacles. Systems like automatic braking and
lane-keeping assistance help in mitigating collisions.

6. Sustainability and Environmental Benefits

 Eco-Friendly Driving: ITS promotes eco-driving technologies, which encourage efficient
driving habits to reduce fuel consumption and emissions. It uses real-time traffic data to
recommend alternative routes that minimize fuel usage and carbon emissions.
 Optimizing Traffic Flow: By improving traffic flow and reducing congestion, ITS helps
in lowering vehicle emissions and energy consumption. It also facilitates the use of
alternative fuels and electric vehicles by providing charging station locations and route
optimization.

7. Safety and Incident Management

 Real-Time Incident Detection: ITS develops systems for detecting accidents, traffic
incidents, and road hazards in real time, using sensors, cameras, and AI algorithms. This
allows for rapid response and quicker deployment of emergency services.
 Emergency Vehicle Priority Systems: In ITS, emergency vehicles can be given priority
by adjusting traffic lights and traffic flow in real-time, ensuring faster response times during
emergencies.

8. Smart Infrastructure and Sensor Networks

Sensor Networks: ITS encourages the deployment of sensor networks, such as traffic
cameras, radar, lidar, and GPS devices, to monitor road conditions, traffic flow, and vehicle
behavior. These sensor networks enable the collection of real-time data, which is essential for
decision-making and traffic management.
Smart Infrastructure: ITS helps develop smart infrastructure such as smart traffic lights,
intelligent parking systems, and road condition monitoring systems that can detect and
respond to changes in traffic, weather, or road conditions.

Department of Civil Engineering, ATMECE, Mysuru Page 9

Intelligent Transportation Systems 21CV754

9. Public Transportation and Mobility Management

Public Transport Optimization: ITS supports the development of systems to track public
transport vehicles in real time, enabling efficient scheduling and improving passenger
experience. Smart ticketing systems, real-time schedules, and route optimization are
examples of ITS innovations in public transit.
Mobility as a Service (MaaS): ITS technologies support MaaS platforms, where users can
plan, book, and pay for various transportation services (public transport, shared vehicles,
bike-sharing, etc.) through a single app, offering seamless and flexible mobility solutions.

10. Cybersecurity and Data Privacy

Cybersecurity Research: As ITS systems become more interconnected, they are vulnerable
to cyberattacks. ITS includes the development of cybersecurity protocols to protect critical
infrastructure, vehicle-to-vehicle communication, and user data. This includes data
encryption, secure communication standards, and access control mechanisms.
Data Privacy: Ensuring privacy in the collection and use of data generated by vehicles and
infrastructure is a critical aspect of ITS development. Research into secure, privacy-
preserving technologies helps mitigate risks associated with sensitive data, such as location
tracking and personal information.

11. Advancement in Sensor and Data Collection Technologies

ITS fosters the advancement of sensor technologies (e.g., radar, lidar, cameras, GPS, and
infrared sensors) that provide real-time data on vehicle speed, traffic conditions, weather,
road surfaces, and environmental hazards.
The Internet of Things (IoT) in ITS enables the integration of these sensors into a cohesive
system for real-time monitoring and analysis, helping cities and transportation authority’s
make data-driven decision

4.6 ITS Business Models

Intelligent Transportation Systems (ITS) have become an essential part of modern
transportation infrastructure, leveraging advanced technologies to enhance safety, efficiency,
sustainability, and mobility. As ITS technologies continue to evolve, various business models
have emerged to facilitate the deployment, maintenance, and operation of ITS systems, and to
ensure that stakeholders—governments, private enterprises, and the general public—can
benefit from these innovations.

Here are the primary business models for ITS:

1. Public-Private Partnership (PPP)
Overview: In this model, both the government and private companies collaborate to design,
develop, implement, and maintain ITS infrastructure. The government often provides the
regulatory framework, while private companies bring in technology, capital investment, and
operational expertise.
Revenue Sources:
 Government funding and investment
 Revenue from tolls, fines, or fees (e.g., congestion pricing or parking fees)

Department of Civil Engineering, ATMECE, Mysuru Page 10

Intelligent Transportation Systems 21CV754

 Service-level agreements (SLAs) or contracts between public agencies and private

firms

Examples:
 Road tolling systems (e.g., electronic toll collection) often involve PPPs, where
private companies manage the toll collection infrastructure and receive a share of the
toll revenue.
 Traffic management systems, where private companies provide technology solutions,
and governments fund infrastructure deployment.

2. Subscription-Based Model
Overview: In this model, users pay a recurring fee (monthly, yearly, etc.) to access specific
ITS services, such as real-time traffic updates, navigation assistance, or congestion charging
solutions.

Revenue Sources:
 Subscription fees from individuals, organizations, or fleets
 Premium services for advanced features (e.g., personalized route optimization or
advanced driver assistance features)

Examples:
 Navigation apps like Google Maps, Waze, or TomTom, which offer free basic
services and charge users for premium features such as offline maps, real-time traffic
updates, or route optimization.
 Subscription-based services for smart parking apps that help users find available
parking spots in real time and allow them to pay for parking digitally.

3. Pay-Per-Use or Transaction-Based Model

Overview: Users pay each time they use a specific ITS service, such as toll roads, parking
facilities, or transportation services. This model is often used in systems that involve direct
user interaction with infrastructure or transportation services.

Revenue Sources:
 Pay-per-use fees, such as tolls, parking charges, or fares for public transport.
 Transaction fees from payments made via ITS systems, such as electronic toll
collection or ride-hailing platforms.

Examples:
 Toll roads and bridges, where users pay per trip, often managed by private operators
under concession agreements with governments.
 Electric vehicle (EV) charging networks, where users pay each time they charge their
vehicles.

Department of Civil Engineering, ATMECE, Mysuru Page 11

Intelligent Transportation Systems 21CV754

4. Freemium Model
Overview: This model offers basic ITS services for free, but charges users for access to
additional, premium features. It combines the free service for basic functions with premium
paid services for advanced capabilities.

Revenue Sources:
 Fees for premium services, such as advanced traffic insights, enhanced navigation
features, or integration with other services (e.g., smart home, fleet management).

Examples:
 Traffic and navigation apps like Waze or Google Maps, which offer free basic services
(e.g., navigation, traffic updates) but provide additional premium features such as real-
time hazard alerts or ad-free experiences.
 Fleet management software that provides basic vehicle tracking and reporting for free
but charges for advanced analytics, route optimization, and driver behavior monitoring.

5. Data Monetization Model

Overview: ITS systems generate vast amounts of data, including traffic patterns, vehicle
movements, environmental data, and road conditions. Companies and governments can
monetize this data by selling it to third parties, such as advertisers, urban planners, and
logistics companies.

Revenue Sources:
 Selling aggregated, anonymized data to commercial businesses (e.g., for urban
planning, retail, or transportation optimization).
 Selling real-time traffic data to logistics companies, enabling route optimization and
supply chain management.

Examples:
 Data providers like INRIX, HERE, or TomTom that sell traffic data to third-party
companies in sectors such as logistics, insurance, and smart city planning.
 Telematics companies that offer vehicle data to insurance companies for usage-based
insurance (UBI) models, where insurance premiums are based on how safely
individuals drive.

6. Advertising and Sponsorship Model

Overview: In this model, ITS services or infrastructure are funded through advertising and
sponsorship deals. Advertisers can display ads on ITS platforms, such as in-vehicle systems,
digital signage at traffic intersections, or public transportation services.

Revenue Sources:
 Advertising revenue generated by displaying digital ads on ITS devices, apps, or
infrastructure (e.g., billboards, traffic signs).

Department of Civil Engineering, ATMECE, Mysuru Page 12

Intelligent Transportation Systems 21CV754

 Sponsorship from businesses or brands that want to associate themselves with specific
transportation-related services.

Examples:
 Digital signage and advertisements on traffic signs or buses that generate revenue for
cities or private operators.
 In-car advertising in connected vehicles, where drivers or passengers may receive
targeted advertisements while using navigation apps or infotainment systems.

7. Government Funding and Grants Model

Overview: Governments provide direct funding or grants to deploy and operate ITS
technologies, particularly for projects that improve public infrastructure, safety, and mobility.
This model focuses on public interest rather than profit generation.

Revenue Sources:
 Government subsidies, grants, or public funding for ITS research and development,
infrastructure deployment, or operational maintenance.
 Funding through public bonds or taxes to finance large-scale ITS projects (e.g., smart
city initiatives or large-scale public transport upgrades).

Examples:
 Smart city projects where government bodies fund the implementation of ITS
solutions like smart traffic lights, real-time public transport tracking, or integrated
transport networks.
 National transportation agencies or local governments funding the development of
ITS infrastructure like highway monitoring systems or urban traffic management
solutions.

8. Fleet Management and Mobility-as-a-Service (MaaS) Model

Overview: This model focuses on providing organizations, governments, or fleet operators
with integrated ITS solutions for managing transportation fleets, public transit systems, and
shared mobility services. It combines several transportation modes under one umbrella,
optimizing routes and ensuring efficient utilization.

Revenue Sources:
 Subscription fees from companies or municipalities for using fleet management or
MaaS platforms.
 Fees for accessing real-time data, analytics, and route optimization services.

Examples:
 Fleet management software solutions that offer real-time vehicle tracking, route
planning, fuel management, and maintenance scheduling for corporate fleets.

Department of Civil Engineering, ATMECE, Mysuru Page 13

Intelligent Transportation Systems 21CV754

 Mobility-as-a-Service platforms, where users can plan, book, and pay for a variety of
transportation modes, such as buses, ridesharing, or bike-sharing, through a single
app.

4.7 ITS and Sustainable Mobility / Role of ITS in Sustainable mobility/Application:

Sustainable mobility refers to transportation systems that meet the needs of the
present without compromising the ability of future generations to meet their own needs and
not disturbing the environment. This encompasses the reduction of traffic congestion, lower
emissions, greater use of alternative transportation modes, and improving the quality of life in
urban areas.

Here’s how ITS contributes to sustainable mobility:

1. Reduction of Traffic Congestion
Efficient Traffic Management: ITS technologies help manage traffic flow in real-time
through adaptive traffic control systems that optimize traffic signals based on traffic demand.
This reduces congestion, leading to shorter travel times and lower vehicle emissions due to
less idling.
Impact on Sustainability: By reducing congestion, ITS lowers fuel consumption, minimizes
carbon emissions, and improves air quality in urban areas.

2. Promotion of Public and Shared Transport (Carpooling, Bike sharing etc.,)

Real-Time Public Transport Management: ITS technologies enable the real-time tracking
of buses, trains, trams, and other forms of public transport. This allows passengers to access
up-to-date information on arrival times, delays, and routes, improving convenience and
increasing ridership.
Impact on Sustainability: By encouraging the use of public and shared transportation, ITS
reduces the number of vehicles on the road, leading to less congestion, lower emissions, and
reduced energy consumption.

3. Promotion of Active Transportation (Walking and Cycling)

Smart Infrastructure for Cyclists and Pedestrians: ITS can improve the safety and
convenience of non-motorized transport (walking and cycling) by providing real-time
information on pedestrian and bike-friendly routes, traffic signals optimized for non-
motorized traffic, and infrastructure improvements.
Impact on Sustainability: Promoting walking and cycling reduces the environmental impact
of transportation, lowers greenhouse gas emissions, and enhances public health.

4. Support for Electric and Low-Emission Vehicles

Electric Vehicle (EV) Charging Networks: ITS can support the widespread adoption of
electric vehicles (EVs) by providing real-time data on available charging stations, optimizing
the location of new charging points, and facilitating the integration of EVs into transportation
networks.

Department of Civil Engineering, ATMECE, Mysuru Page 14

Intelligent Transportation Systems 21CV754

Impact on Sustainability: ITS helps accelerate the shift to zero-emission vehicles, reducing
the overall carbon footprint of the transportation sector and supporting the transition to
greener transportation options.

5. Eco-Driving and Fuel Efficiency

Eco-Driving Technologies: ITS includes features like eco-driving assistance systems that
provide real-time feedback to drivers on their driving habits, encouraging more fuel-efficient
driving. This includes advice on smooth acceleration, braking, and optimal speed to reduce
fuel consumption and emissions.
Impact on Sustainability: Eco-driving reduces fuel consumption, lowers emissions, and
promotes a more efficient use of transportation resources.

Use of Data for Sustainable Planning and Decision-Making

Data-Driven Urban Planning: ITS collects vast amounts of data on traffic patterns,
emissions, and transportation behavior. This data can be used by urban planners to optimize
transportation networks, identify areas where sustainable infrastructure is needed, and make
better decisions for future development.
Impact on Sustainability: Data-driven decision-making allows for smarter infrastructure
planning, reducing the environmental footprint of transportation projects and ensuring
resources are used efficiently.

7. Integration of Sustainable Transportation Modes

Multi-Modal Integration: ITS enables the integration of various modes of sustainable
transportation, such as bicycles, electric scooters, and public transit, into a cohesive mobility
network. Users can seamlessly plan their journeys using different transportation modes,
increasing the efficiency of the system and reducing the need for private car ownership.
Impact on Sustainability: By promoting integrated, multi-modal transportation options, ITS
helps reduce reliance on private cars, decreases traffic congestion, and lowers carbon
emissions.

8. Climate Adaptation and Resilience

Real-Time Environmental Monitoring: ITS can integrate environmental sensors that
monitor air quality, road conditions, and weather, providing real-time data to travelers and
operators. This helps improve the safety of transport systems, particularly in regions
vulnerable to climate impacts such as flooding, extreme weather, or rising temperatures.
Impact on Sustainability: ITS ensures that transportation networks are more resilient to
climate change, reducing the environmental and economic impact of weather-related
disruptions.

9. Reducing the Environmental Impact of Freight Transport

Efficient Freight Logistics: ITS optimizes freight transport by providing real-time data on
traffic, weather, and route conditions, helping logistics companies avoid congestion and
delays. By improving the efficiency of freight delivery, ITS reduces fuel consumption and
emissions in the transport of goods.

Department of Civil Engineering, ATMECE, Mysuru Page 15

Intelligent Transportation Systems 21CV754

Impact on Sustainability: By improving freight transport efficiency, ITS reduces emissions

and the environmental impact of goods transportation.

4.8 Recommended questions

1. Discuss the function of ITS in changing transportation institutions.
2. How can ITS be used for safety in transportation.
3. Discuss the role of ITS as a technology deployment program, research and business
models
4. Explain the contribution of ITS in sustainable mobility

4.9 Outcomes
 Gain knowledge on safety and security in emerging application of ITS

4.10 Further Reading

https://transport.ec.europa.eu/transport-themes/smart-mobility_en
https://www.neste.com/news-and-insights/sustainable-mobility/what-is-sustainable-
mobility

Department of Civil Engineering, ATMECE, Mysuru Page 16