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

  • New York mayor to reduce city’s vehicle fleet
    April 11, 2019
    New York’s mayor Bill de Blasio has signed an executive order to reduce the city’s on-road public sector vehicle fleet. The move is part of a commitment to reduce emissions by 80% by 2050. The city will remove 1,000 vehicles from its fleet by June 2021 and reduce the number of take-home vehicles by at least 500. Additionally, it will replace at least 350 SUVs with electric plug-in sedans and promote greater vehicle efficiency by using advanced data collection. “Eliminating unnecessary vehicles fro
    Read More
  • Preparing for connected vehicle technology challenge
    December 14, 2012
    A decision on mandating connected vehicle technology is expected in 2013, when associated political issues such as privacy are likely to come to the fore. Pete Goldin investigates industry’s preparations for the challenge. Once in a while new technology comes along with the power to revolutionise the way we live our lives. Connected vehicle technology could be such a game changer. If mandated in the United States, it could quickly become the status quo for transportation in the US, and such a disruptive cha
    Read More
  • What can we do as transport professionals to help save the world?! (Or at least try)
    January 18, 2024
    Does ChatGPT have an answer to this question? Yes. Is it the right one? Well, not exactly. What we really need is for transport to support the type of society we want, says Glenn Lyons. And you, as an individual, can make a difference...
    Read More
  • Communication: the future of machine vision
    May 30, 2013
    Jason Barnes asks leading machine vision industry figures what they consider to be the educational barriers to the technology’s increased uptake by the ITS sector. The recent rush by some organisations within the ITS sector to associate themselves with the term ‘machine vision’ underlines just how important the technology has become in a relatively short space of time. However, despite the technology having been applied in certain traffic management applications for some years, there remains a significant s
    Read More

Highlighted Content