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

Related Content

  • June 5, 2018
    TRA 2018: Vienna conference highlights
    Digitalisation of transport systems, the regulation of new technologies and more charging points for electric vehicles in cities were among the talking points at this year’s Transport Research Arena conference. Alan Dron sifts through the highlights in Vienna. More than 3,000 transport sector specialists converged on TRA 2018, where the four-day event’s agenda included scores of topics covering regulation, technology and the effect of the digitalisation of road transport systems. Who should control those
    Read More
  • March 21, 2019
    ‘Abolish the DfT,’ says UK Transport Systems Catapult boss
    Radical steps to improve travellers’ experience of transport in the UK were proposed at ITS International’s MaaS Market conference in London this week. In the keynote speech on day one of the two-day event, UK Transport Systems Catapult CEO Paul Campion said that the public doesn’t really care about transport – all they really want is to get where they are going. “It’s a necessary evil,” he told delegates. “We travel to come to work, to a conference, to take the kids to school – it’s a distress purcha
    Read More
  • March 6, 2018
    ITSA’s Shailen Bhatt looks to the future
    The new boss of ITS America is fizzing with ideas. Shailen Bhatt talks to Adam Hill about the need to rebrand the ITS industry, how technology can leverage tax dollars – and where the Star Wars universe fits in to his philosophy. Shailen Bhatt has a big job on his hands. The CEO and president of the Intelligent Transportation Society of America is the second to hold the post in two years following the resignation last July of his predecessor Regina Hopper. It has not been the easiest time for the
    Read More
  • August 21, 2018
    Big wheels keep on turnin’
    Many of the great and the good in the global mobility sector gathered at this year’s Movin’ On event in Montreal. Measured regulation of technologies and safety issues were major themes, reports David Arminas. *Bibendum is the original name for the Michelin Man, the symbol of the Michelin tyre company Autonomous vehicles, platooning, smart intersections and safety – these were the talking points over two-and-a-half days of the Movin’ On event in Montreal, Canada. Everyone in the mobility sector is at the
    Read More

Highlighted Content