A successful intelligent transportation systems (ITS) innovation process on new product development is important for expanding ITS technology to new areas of transportation applications. This paper presents examples of innovation needed for products to meet emerging challenges in road safety and discusses new product opportunities for transportation management and planning services. A public-private partnership model is proposed for ITS product innovation to expand into new product areas. Human error in driving is the number one cause of transportation related safety incidents. Focusing ITS products on human performance and human error would have significant market potential for personal and commercial vehicles safety. Combining ITS with commercial remote sensing and spatial information technologies present new opportunities for application to transportation planning and management services. ITS technology integration are illustrated from the early results of a national remote sensing program initiative by U.S. Department of Transportation (DOT) in cooperation with the U.S. National Aeronautics and Space Administration (NASA).
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