The business opportunities and market factors that will drive the adoption of the Galileo global positioning system (GPS) in Europe are considered. In the GIROADS project, 22 separate applications were assessed in the course of the market study. Adoption of mass-market strategies based on product, price, promotion and place is necessary to appeal to the wider consumer segment (users of private vehicles). Navigation followed by e-services are the most popular preferences. The business sector is willing to pay for services that decrease operating costs, e.g. vehicle management and traffic information. To maximise usage, the offer to the business segment needs to be split into a basic low-price package and specific on-demand add-ons tailored to the business. The basic package should typically include vehicle management and remote diagnostics, electronic fee collection, emergency services and pay-per-use insurance. The role of the regulatory in defining the Galileo market is considered.
Abstract