Getting ready for business

December 12, 2017

Improved traffic management strategies require enhanced levels of cooperation between intelligent transportation systems (ITS) for transportation management and environmental monitoring. Mobility system components (both in vehicles and in infrastructure) are becoming smarter and more autonomous, and there is both growing interest and increased investment in smarter transportation management systems. In these new-generation business management systems, transportation network management is closely integrated with the business strategies and operational models of transport companies and individual customers. This in turn has a considerable impact on companies in terms of business planning, service quality and adaption to customer, but it also influences individual users in terms of time and money saving, adaptive travel planning, and social behaviour.

With all this in mind, OPTIMUM aims to understand relevant market structures and business segmentation, and to identify the key drivers and barriers that shape technology development. The project is dedicated to analysing and understanding value chains, existing regulatory and legal frameworks, and current standardisation efforts. The project aims to select suitable business models for the commercialization of OPTIMUM’s results and to create a business plan for ensuring sustainable exploitation and business development of the proposed solution.

OPTIMUM’s strategy of business plan development is based on analysis and segmentation of solutions and a model strategy.

Solution analysis involves monitoring the market, as well as characterising and analysing potential increases in market share for each individual model that the project presents. It also involves analysing several other factors, including: the service value chain, partnership and exploitation possibilities, market size and opportunities, the competitive environment, market penetration assumptions, pricing and costing, financial planning, and a rollout strategy for operational services. The model strategy provides high-level awareness of the solution’s brand, and distinguishes its solutions from those of other competitors, including: finding relevant clients and users, cost categorisation, advertising plans and market placement strategy, and image branding.

The OPTIMUM business case will be carried out in the light of the CANVAS business model. It will be a 20-page e-book will soon be made available in English, German, Portuguese and Slovenian—the languages of the trial sites—to help realise the national exploitation strategy.