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

  • Robotic Research: harnessing AV potential
    June 10, 2021
    Robotic Research is leading in AV R&D, from work with the US Army to enabling the first automated BRT line in North America: Gordon Feller assesses what the company is doing
    Read More
  • US Congress debates autonomous vehicles
    November 20, 2013
    Emerging technologies have the potential to significantly reduce vehicle crashes and associated fatalities, according to Kirk Steudle, director of the Michigan Department of Transportation, testifying at the US House Transportation and Infrastructure Committee, Subcommittee on Highways and Transit. Speaking on behalf of the American Association of State Highway and Transportation Officials, Steudle said, "Nothing is more exciting than the potential safety benefits of this emerging technology," said Steud
    Read More
  • How can US transportation be ‘re-envisioned’?
    October 17, 2019
    In her address to this year’s ITS America Annual Meeting, congresswoman Eleanor Holmes Norton, chair of the House Subcommittee on Highways and Transit, called for a ‘re-envisioning’ of transportation. Her speech is below – and ITS International asks a number of US experts what they would like to see ‘re-envisioned’…

    I would like to welcome  ITS America to the nation’s capital.

    Read More
  • The long road to Spanish enlightenment
    October 22, 2018
    Julián Núñez, immediate past president of ASECAP, gets his teeth into the vision of a European strategy for toll roads. David Arminas reports from Madrid. Getting European politicians to agree to a long-term cross-border highway infrastructure programme for toll roads is extremely difficult. It’s a bit like pulling teeth: people want to avoid the pain. But pain is something that Spanish operators, including Abertis, OHL, ACS, FCC and Acciona, have been going through for the past decade. The country has
    Read More

Highlighted Content