This paper reports on the findings of on ongoing research project aimed at understanding the behavior of travelers when confronted with novel, technology based, services. The main question addressed is the need for understanding how and when users adopt new technology and when they perceive the services offered with the new technology as added value. The research focuses on the domain of traveler assistance applications offered over cellular wireless networks. The research is carried out by the business development and strategy-consulting department of CMG Unwired Concepts, in conjunction with scientific R&D projects of TNO Cognitive Psychology Institute and the University of Amsterdam. It is a firm belief among cellular network operators that data-driven services will become a large source of income in the near future. With the introduction of new medium (GPRS) and high bandwidth (UMTS) networks, multimedia streaming to handheld devices and PDA's will become reality. The ITS market is a well-suited candidate to introduce these data services as the users are by nature mobile. It is already apparent from the past years that telecom initiated services are entering the automotive market. And vice versa, the automotive market is embracing the telecom opportunities by introducing telematic platforms in their cars. Yet, it is also apparent that creating a sound business case is a different thing altogether. Travel assistance service, route guidance, traffic information, etc. are technically available, but who is willing to pay for it.
Samenvatting