People's expectations of ITS are not as great as those of the Internet or cellular phone. Their typical reaction to ITS is that "ITS seems convenient. But I will take a wait-and-see attitude for the time being". This paper suggests that one problem for ITS is that it is evaluated merely as technology useful to society and that ITS faces the task of generating expectations as a tool that can help them make their lives even more enjoyable. In order to generate increased expectations of ITS, people in the middle who take a wait-and-see attitude will serve as an important target. It will be essential to have an image shared by both supplier and user to promote the ITS revolution, and generate expectations. It will be important to develop services for cars that may look unnecessary at first glance, and promote them as entertainment. For the covering abstract see ITRD E114174.
Samenvatting