This article states the "Eleven Commandments" for ITS (Intelligent Transportation Systems), which were formulated and presented by the author at the August 1994 Vehicle Navigation and Information Systems Conference. For ITS to be perceived by the buyer as having real value, an ITS application must be strong in the following eleven characteristics: (1) it must be easily demonstrated and understood; (2) its concepts must be easily and quickly communicated to a potential customer; (3) it must be simple to use and require little or no buyer knowledge; (4) it must require minimal adaptation of user behaviour; (5) it must be better than possible alternatives; (6) it should have enough exposure to customers; (7) its perception by customers should not reduce its value to them; (8) it should provide real benefit to the customer; (9) it should not increase the owner's need for vehicle upkeep, servicing, or maintenance; (10) value, the buyer's perception of benefit received for price paid; and (11) price, which should be within the range that the buyer can afford. Pricing is a difficult aspect to handle when considering ITS; it involves a combination of perceived value and economic elasticity. A feature's price should normally not exceed 5% of the basic car price. ITS features should be targeted by car market segment.
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