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原文传递 ITS from Coast to Coast: Outreach and Marketing the Seattle and New York MD1 Projects

题名：	ITS from Coast to Coast: Outreach and Marketing the Seattle and New York MD1 Projects
作者：	Michael R. Richards; Michael J. West; Bruce Brown, Ph.D.
关键词：	ITS; Coast to Coast; Outreach and Marketing; Seattle; New York; MD1
摘要：	The outreach and marketing of Intelligent Transportation Systems are fields that are even newer than ITS itself. As such, they require fresh, original approaches. We may know quite a bit about ITS, but what do we know about the people who use it and who will be interested in using it in the future? Taking the experiences of the Seattle and New York MDIs as case studies (Smart Trek and iTravel, respectively), the authors draw on original research to answer questions such as: “What do we know about the ITS market?“, “ Who uses the technology?” and “What motivates people to try new technologies. 7” To gain widespread public acceptance of ITS, we must be able to position it in such as way to make it easily understandable, non-threatening, and even enjoyable to the public. Doing this requires a carefully orchestrated campaign including the identification of stakeholders at all levels of government, industry and civic life, as well as public advocates and champions of ITS. Meanwhile, engineers and service providers must create products that are reliable, safe, easy to use and affordable. Once we have identified the different ITS markets, the appropriate media for each market, the motivators that will persuade people to adopt different technologies, and end-users’ concerns about adopting those technologies, we can then craft messages that will encourage widespread adoption of ITS. In Seattle, Smart Trek partner the Puget Sound Regional Council has conducted a longitudinal panel survey of 4000 households over the last seven years. The results of this survey have been used to provide baseline information about the acceptance and use of ITS products and services. In his 1995 study Inside the Tornado, Geoffrey Moore has analyzed individuals’ relation to technology and their willingness to adopt it. Moore has identified five different classifications: Innovators (technology enthusiasts), Early Adopters (“visionaries”), the Early Majority, the Late Majority and Skeptics. Moore groups his classifications into the Early Market and Late Market, with the Early Market comprised of Innovators and Early Adopters, and the Late Market comprised of the Early and Late Majorities and the Skeptics. Between the Early and Late Markets, Moore describes what he calls The Chasm, a period in which initial enthusiasm for a product or service has lagged and before widespread adoption occurs. It is precisely in The Chasm that many products and services disappear before being widely adopted. Where is ITS in all of this? The authors argue that we are at best still in the Early Market phase, although we may be quickly approaching The Chasm. Will ITS manage to successfully cross The Chasm to experience widespread adoption and acceptance? Preliminary evidence is hopeful, but many risks still remain. The lack of uniform standards could create an incoherent mass of choices and systems that may end up confusing end-users and keep them from adopting ITS products. If service providers are not able to offer safe, reliable, easy-to-use, affordable and easily accessible products, the general public may never be persuaded to adopt them.
总页数：	ITS America. Meeting (9th : 1999 : Washington, D.C..). New thinking in transportation : conference proceedings. 1999. pp14
报告类型：	科技报告