Intelligent Transport Systems - Telenor

Hilde Lovett (38) is Senior
Research Scientist at Telenor
R&D. She graduated from
the University of Oslo as
CandScient in Informatics in
1989. After working at the Norwegian
Computing Center (NR)
and Center for IT Research in
Denmark, she joined Telenor
R&D in January 1999. She has
been working with research with
an emphasis on distributed systems
and multimedia, as well as
project- and research management.
In 2002 she obtained a
Master of Telecom Strategy from
the Norwegian University of Science
and Technology (NTNU).
hilde.lovett@telenor.com
Elin Melby (32) is Research Scientist
at Telenor R&D. She graduated
from the University of
Oslo as Ph.D. (Dr.Scient.) in
2000 and in 2001 joined Telenor
R&D where she has been working
with mobile radio communications,
location technology and
intelligent transport systems. In
2002 she graduated as Master
of Telecom Strategy from the
Norwegian University of Science
and Technology (NTNU).
elin.melby@telenor.com
Telektronikk 1.2003
The Telematics Business Landscape
HILDE LOVETT, ELIN MELBY, NINA MYREN AND
JOHN STEEN NIELSEN
This paper describes the status and important trends in the global telematics market. Some distinctive
characteristics of the Norwegian market are discussed, and players that are shaping the telematics
business landscape of Norway are identified.
Introduction
“ITS Your Time” is a project resulting from the
Master of Telecommunication Strategy program
of Telenor Corporate University, ending in May
2002. This article is based on the business-landscape
analysis performed in the business plan for
the concept of “ITS Your Time” [1].
For more than a decade governments and road
authorities in the U.S., Europe and Japan have
searched for activities within ITS that should
reduce traffic congestion and improve road signage,
etc. The activities were mainly focused on
road furniture and control systems. As time has
passed, the car has become more like a computer
in itself, and as the wireless technology has
become mature, the ITS focus has for many
players turned into road telematics, often termed
just telematics. There is no single definition of
telematics, but the following covers most of it:
Telematics is the wireless exchange or delivery
of communication, information and other content
between the automobile and/or occupants
and external sources [2].
There is a great level of anticipation among
industry players regarding the potential of the
User value perception
Low High
telematics market size; however, there is also
a large degree of uncertainty, and future projections
range from a worldwide market in 2010
of USD 13–100 billion [3].
Telematics services can be divided into numerous
applications, ranging from safety and security
applications to Internet browsing and entertainment
applications. Figure 1 shows some
applications and summarizes the user values
with respect to frequency of use [3].
Global Telematics Market
The main players in the telematics market can
be divided into eight groups, as seen in Figure 2:
Wireless Network Providers, Telematics Service
Providers, Car Manufacturers, Content Providers,
Content Aggregators and Portals, Hardware
and Software Providers, Standardisation
Organizations, and Public Administration.
Wireless network providers are important players
in this market because all services rely on a
wireless connection.
The telematic-service providers (TSP) often
includes a company in the car industry, a wire-
Good value – little usage Good value – frequent usage
Accident assistance Navigation
Airbag deployment notification Real time traffic reports
Roadside assistance Voice-driven emails and SMS
Stolen vehicle recovery Parking location
Concierge services Route selection
Remote door unlock Location-based services (m-commerce)
Little value – little usage Little value – frequent usage
Intelligent ordering of replacement parts Audio on demand
Remote diganostics General traffic information
Internet based seatback entertainment Internet browsing
Game on demand Service booking
Remote immobilization Automated tolling
Little Frequent
Frequency of use
Figure 1 Value perception of services vs. frequency of use
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