Clever technology is not enough: ITS must solve customers’ problems, warn experts

ITS professionals must ensure they are responding to customer needs and not simply being blinded by the possibilities of technology, warn ITS experts. This was among the main messages from ITS (UK)’s 2018 summit this week. “Don’t deploy technology for technology’s sake – that’s just having a toy,” said Kirk Steudle, former boss of Michigan Department of Transportation, in his keynote speech at the event in Bristol, UK. “Just because the technology is clever, it doesn’t mean it’s any use,” warned ITS (
November 28, 2018 Read time: 2 mins
ITS professionals must ensure they are responding to customer needs and not simply being blinded by the possibilities of technology, warn ITS experts.


This was among the main messages from ITS (UK)’s 2018 summit this week. “Don’t deploy technology for technology’s sake – that’s just having a toy,” said Kirk Steudle, former boss of 1688 Michigan Department of Transportation, in his keynote speech at the event in Bristol, UK.

“Just because the technology is clever, it doesn’t mean it’s any use,” warned ITS (UK) president Steve Norris. He urged delegates to think: “What are the challenges we are actually solving?”

The former UK transport minister also suggested that some form of road user charging in the UK was inevitable to raise revenue as the government’s tax-take from fuel duty continues to decline, in large part due to more fuel-efficient cars.

“Receipts from fuel duty are falling off a cliff,” he said. “It’s pretty illogical that the last great free public utility should be the roads.”

• A full report of the ITS (UK) 2018 summit will appear in ITS International, January/February 2019

For more information on companies in this article

Related Content

  • CES 2019 says hello to the future
    February 20, 2019
    The launch of the latest gadgets has made the Consumer Electronics Show into tech heaven for geeks worldwide – but there is a serious ITS component, too. Ben Spencer braves the bright lights of Las Vegas to find out more The Consumer Electronics Show (CES) has been the showcase for some of the world’s most iconic gadgets – from VCRs to the Commodore 64, and from the camcorder to the launch of HDTV. This has made CES a mecca for tech heads all over the world since it began in the 1960s, but these days it
    Read More
  • Options abound for road weather sensing
    September 6, 2017
    Meteorological organisations invest millions in super-computers to crunch data for ever-more accurate forecasts but inherent unpredictability means that other methods of alerting drivers and road authorities to fast-changing weather and highway conditions are essential. For years, static weather sensors to measure factors such as surface water, ice or high roadway temperatures have been embedded in highways to provide such data. But that is changing.
    Read More
  • Continental: US road deaths are ‘public health crisis’
    June 6, 2019
    The 40,000 deaths on US roads last year amount to a ‘public health crisis’, according to Continental North America’s president Jeff Klei. Giving the opening keynote address at ITS America’s 28th Annual Meeting & Expo, Klei said: “If you could save 40,000 lives a year, would you? We believe this situation needs to be treated with the same priority as other health crises in this country.” But help is at hand, he said. The concept of ‘Vision Zero’, where there are no fatalities from crashes, “seems a lon
    Read More
  • Evolving technology - debating the future of the ITS industry
    January 25, 2012
    Harry Voccola talks to ITS International about where he sees the intelligent transportation industry heading
    Read More

Highlighted Content