UK local authorities have traditionally made available transport and traffic information using variable message signs, radio and TV broadcasts, and the internet. mxData has developed map-based software that can be downloaded to people's mobile phones allowing them to access real time local travel information. The system is called MetroTV. The service has been launched across five local authorities: Reading Borough Council, Sheffield City Council, the MATISSE consortium of local authorities in the West Midlands, Warwickshire County Council and the City of York Council. Feedback from local authorities has been very positive. The success of MetroTV predecessor, TrafficTV, enabled a similar service to be rolled out in the USA. The 3rd Dimension Inc has launched a service that provides live motion video to cell phones in the USA from traffic surveillance cameras. mxData has faced two major challenges: educating traditionally conservative organisations in the use and potential of the new technology, and the lack of data of an appropriate quality.
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