Deliverable N.: D 11 emotion Plan fr Using and Disseminating Knwledge September 2008 Final Draft 2.0 Prject funded by the Eurpean Cmmunity under the Sixth Framewrk Prgramme fr Research and Technlgical Develpment.
Prject ref. n.: TREN/06/FP6TR/S07.57248/019939 EMOTION Prject title: emotion Eurpe-wide multi-mdal On-trip Traffic InfrmatiON Deliverable title: Deliverable number: D 11 Deliverable status: Public Number f pages: 53 Authr(s): Marc Ber, Michele Masnata (Sftec Sismat SpA) Editrs cntributins frm all partners Status Versin Date Change Nte ID Draft 0.1 24.03.2007 First Internal Release fr review Final, first issue Final versin 1.0 30.04.2007 First issue, year 1 2.0 30.09.2008 Final versin. Final Draft emotion Cnsrtium Page 2 f 53
THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS IS AND NO GUARANTEE OR WARRANTY IS GIVEN THAT THE INFORMATION IS FIT FOR ANY PURPOSE. THE USER THEREOF USES THE INFORMATION AT ITS SOLE RISK AND LIABILITY. FURTHERMORE, DATA, CONCLUSIONS OR RECOMMENDATIONS IN THIS DOCUMENT ARE PROVIDED ON THE BASIS THAT SUCH INFORMATION IS SUBSEQUENTLY, AND PRIOR TO USE, VERIFIED BY THE PARTY WISHING TO USE THAT INFORMATION. emotion Cnsrtium Page 3 f 53
List f Abbreviatins DRM EC ERA ERTRAC ETP FP6 FP7 GPS ICT IP INSPIRE NESSI OTAP OGC RDS RTD SOA STREP TMC WP Digital Rights Management Eurpean Cmmissin Eurpean Research Area Eurpean Rad Transprt Research Advisry Cuncil Eurpean Technlgy Platfrm 6 th Research Framewrk Prgram f the Eurpean Unin 7 th Research Framewrk Prgram f the Eurpean Unin Glbal Psitining System Infrmatin and Cmmunicatins Technlgies Integrated Prject Infrastructure fr Spatial Infrmatin in the Eurpean Cmmunity Netwrked Eurpean Sftware Services Open Travel Data Access Prtcl Open Gespatial Cnsrtium Radi Data System Research and Technlgy Develpment Service Oriented Architecture Strategic Targeted Research Prject Traffic Message Channel Wrk Package emotion Cnsrtium Page 4 f 53
Table f Cntent 1. INTRODUCTION... 8 2.1 BACKGROUND AND AIM OF THE EMOTION PROJECT... 8 2.2 OVERVIEW OF RESULTS... 9 2.3 INTRODUCTION OF WP6 DISSEMINATION AND EXPLOITATION... 10 2.3.1 Disseminatin... 11 2.3.2 Explitatin... 11 3 DISSEMINATION APPROACH AND ACTIVITIES... 13 3.1 MAIN OBJECTIVES AND OVERALL STRATEGY... 13 3.2 DISSEMINATION LEVELS... 14 3.3 ACTIONS AND CHANNELS... 15 3.3.1 Web presence... 16 3.3.2 Public prject Deliverables... 20 3.3.3 General disseminatin material... 21 3.3.4 emotion Newsletter... 23 3.3.5 Publicatins in jurnals and magazines... 24 3.3.6 Presentatins at cnferences and events... 24 3.3.7 emotion Open Events... 25 3.4 COLLABORATION WITH RELATED PROJECTS AND INITIATIVES... 27 3.4.1 Liaisns with ther research prjects... 27 3.4.2 The emotion Experts Grup... 28 4 EXPLOITATION ANALYSIS... 31 4.1 EXPLOITABLE RESULTS OF THE EMOTION PLATFORM... 32 4.1.1 The emotion system... 32 4.1.2 Explitable results... 35 4.1.3 emotion Framewrk and Cntent integratin... 36 4.1.4 Specific end-user applicatins... 37 4.1.5 Cnsultancy services related explitatin... 38 4.2 EMOTION TARGET MARKET(S)... 39 4.3 EXPLOITATION PLAN THE EMOTION FOLLOW-UP... 41 4.3.1 Objectives... 41 4.3.2 Types f services... 42 4.3.3 Ownership f services and data... 43 4.3.4 Technlgy cnsideratins... 43 emotion Cnsrtium Page 5 f 53
4.3.5 Pilt sites... 44 4.3.6 Business and marketing analysis... 45 4.3.7 Fllw-up scheduling... 45 4.3.8 Existing Prttype... 46 4.4 OTHER EXPLOITATION ACTIONS... 46 5 CONCLUSIONS... 51 6 LITERATURE... 52 List f Figures Figure 2-1: The emotion traffic infrmatin service chain... 8 Figure 2-2: emotion bjectives...10 Figure 3-1: Hmepage f the emotion public website...16 Figure 3-2 the emotion pilt site fr the Prf f the Cncept in Gena (Hme Page)...17 Figure 3-3 - the emotion pilt site fr the Prf f the Cncept in Austria...17 Figure 3-4 Screensht frm the Gena Pilt Applicatin...18 Figure 3-5: Hmepage f the emotion partners wiki...20 Figure 3-6: Sample emotion disseminatin material...23 Figure 3-7: The emotion Newsletter N. 1...24 Figure 3-8: the emotion User Requirements Wrkshp, Lndn, 10 Octber 2006...26 Figure 4-1: The emotion architecture building blcks...33 Figure 4-2 The technlgy acceptance mdel...37 Figure 4-3: emotion end users segments...40 Figure 4-4 cncept f the emotion fllw up...42 List f Tables Table 3-1: Summary f main disseminatin channels / actins in emotion...15 Table 3-2: Summary f emotion public deliverables...21 Table 3-3: The emotion Experts Grup...30 Table 4-1 The emotion distributin list f stakehlders...46 emotion Cnsrtium Page 6 f 53
Executive Summary The versin f Deliverable D11 utlines the emotion disseminatin and explitatin activities, and presents the wrk carried ut during the prject duratin perid. Specifically, D11 prvides the fllwing: a number f disseminatin target, actins and channels fr the disseminatin and explitatin wrk t be cnducted thrughut the prject duratin; the disseminatin activities implemented in the curse f the prject duratin perid and the results achieved; An explitatin analysis based mstly n the utcmes f the WP4 activities (Business cases and financial framewrk analysis) D11 is an pen dcument in the sense that it has captured the nging prcess f disseminatin and explitatin planning, which tk place cntinuusly thrughut the varius emotion prject activities. The present versin is prduced n the basis f the first dcument issue (prject year 1) which established the plan fr disseminating and using knwledge and take int accunt the final prject results extending and imprving the disseminatin analysis and develping in mre details the explitatin aspects. Cncerning this the main basis is the wrk n the emotion WP4 dealing with business mdels and financial framewrks. It cmprises an analysis f the current market situatin with respect t web-based and mbile travel-related infrmatin services, tday s business mdels and an emerging emotion business framewrk as well as revenue indicatrs and cst drivers fr the varius emotion services. emotion Cnsrtium Page 7 f 53
1. Intrductin 2.1 Backgrund and aim f the emotion prject The main gal f the emotion prject is the specificatin frm rganisatinal, legal, ecnmical (financial) and technical perspectives, f a system architecture capable t integrate existing infrmatin services in rder t develp a Eurpe-wide apprach fr a multimdal n-trip traffic infrmatin service fr rad and public transprt users, by means f n-trip-devices like PDA/Smart Phnes r in-car-systems. The integratin f private rad traffic and public transprt infrmatin is, tday, usually uncmmn since existing rad traffic and public transprt real time infrmatin services are ften develped nly fr special areas r specific transprt mdes. Integratin f data frm different regins with different respnsibilities is usually nt implemented and is realised nly as prttype in research prjects. The need fr a system architecture based n ne central data server that cllects and unifrms all relevant data frm different cntent prviders then arises. emotion shuld fulfil a request f an End User - a traveller - lking fr real-time traffic infrmatin at an Eurpe-wide level and referring t several mdes f transprt, using a mbile device able t determine its lcatin via GPS, cell bradcast, ge-cding and/r map matching algrithms and able t cnnect t the internet. The traveller shuld be able t start an emotion applicatin n his device and find relevant services t his rute r mde-f-travel by specifying ptinal parameters (such as mdes-ftransprt, special requirements r spatial parameters). Such a scenari shuld make use f available distributed services, the s-called emotion Applicatin Services and data Services and ptinally ther external services. The prcess f generating suitable infrmatin by different services and prviding this t end users implies the cperatin amng specific actrs in the emotion value chain (see Figure belw). Figure 1-1: The emotion traffic infrmatin service chain emotion Cnsrtium Page 8 f 53
The surce f all infrmatin services is a cntent wner r cntent prvider wh wns the cntent (e.g. traffic data) and/r prvides the cntent fr service applicatin. A service peratr uses this cntent t generate infrmatin with added value. The service prvider is the interface t the custmer. He publishes the service and is respnsible fr all marketing and cntractual issues with the end user. T publish the service the service prvider needs a netwrk prvider wh supplies the cmmunicatin netwrk fr the service (like a mbile netwrk r an internet prvider). 2.2 Overview f results emotion research aimed at identifying and investigating bstacles hampering the implementatin f seamless, Eurpe-wide, multi-mdal traveller infrmatin services in their current general cntext f peratin, and t define the verall framewrk cnditins t facilitate and enable the realisatin f such services acrss Eurpe, at varius levels: frm a technical pint f view but als frm a rganisatinal, legal and ecnmic perspective. The specificatin f technical aspects f the service architecture, including standards and their integratin, as well as the service architecture represent the first pillar f the prject. Eurpe-wide access and data cmmunicatin between partners cming frm different cuntries claims fr an apprach based n cmmn standards in these areas. This is ne f the gal f emotion. emotion supprts cmmnly used r emerging de-fact standards like OGC specificatins, the RDS-TMC standardisatin, OTAP and takes INSPIRE int accunt. Anther key aspect is that, t realise a Eurpe-wide traffic infrmatin service the use f ne central data server seems nt t be an apprpriate slutin. Fr this, distributed systems are used t cver a greater gegraphic area and t integrate different transprt mdes. The data bases f different cntent prviders have t be integrated in a distributed system architecture using applicatin services. All cmmunicatin is intended t be internetbased. Furthermre, supprt fr authenticatin, authrisatin and ptentially accunting as well as Digital Rights Management are required in emotion cmpnents. All these aspects are taken int accunt fr the specificatin f the emotion Architecture Reference Mdel. The secnd pillar f the emotion framewrk is the rganisatinal and legal framewrk fr the service architecture is defined taking int accunt Plicies and scenaris fr a Eurpewide traffic infrmatin service. The plicies and scenaris cver legal aspects as well as implementatin plicies and data safety plicies. This analysis als prvides starting pints fr the develpment f business cases t perate such infrmatin services. In a cntext f perating such an infrmatin service in a - fr example - public-private-partnership cperatin, als member states nt participating in the cnsrtium will be addressed explicitly. In the fllwing picture the main emotion bjectives are utlined distinguishing technical aspects frm rganisatinal, legal, institutinal and ecnmic aspects: emotion Cnsrtium Page 9 f 53
Figure 1-2: emotion bjectives A summarized view f the emotion prject bjectives then, includes: Plicies and scenaris: rle played by public authrities and plicies n ptentially cmmissining the service, service prvisin scenaris. Organisatinal and legal framewrk: service delivery structure (including rles f the different actrs), cntractual relatins between stakehlders. Business cases: functinalities and pricing f basic and additinal service features. Standards: Existing and applicable standards f interest fr each aspect f the emotion Service architecture. Service architecture: Deplyment f the emotion distributed architecture Reference Mdel Validatin f framewrk cnditins: Service range assessment, indicatrs 2.3 Intrductin f WP6 Disseminatin and Explitatin Due t the nature f the prject, aimed t establish a framewrk fr an Eurpe-wide distributed system architecture capable t fulfil the bjectives described abve, the disseminatin and explitatin activities are key factrs t create the apprpriate cnditins fr the emotion apprach t be knwn and encuraged. An extensive set f recmmendatins has been als prduced in rder t supprt a successful planning, rganizatin and implementatin f an emotion based system r service. This is based n a high-level view f the emotion framewrk and take int accunt the assessment activities in the Prf f the Cncepts phase. See D12 Recmmendatins n emotion emotion Cnsrtium Page 10 f 53
Service Framewrk Cnditins fr mre details n recmmendatins. T summarize, the main tasks in wrk package 6 are disseminatin f the prject results, explitatin planning, and the prvisin f recmmendatins n emotion framewrk cnditins This deliverable D11 is fcusing and reprting n the first tw elements f WP6: disseminatin activities and explitatin planning. 2.3.1 Disseminatin The verall gal f the disseminatin activity is t prvide early infrmatin abut results (bth expected and intermediate) as well as validatin f specific user requirements. Anther imprtant aspect is the liaisn with and the technical supprt t Eurpean jint initiatives in the field addressed by emotion. Disseminatin is envisaged t ptential users and value-chain participants in all Eurpean regins as well as t relevant public authrities and plicy decisin-makers. Anyhw, disseminatin activities can be prvided n mre levels f cmplexity fr different target grups. Cnsrtium members fr example are infrming nt nly specialists but als the public f the prgress f the prject by means, fr example, f attendance f internatinal exhibitins als attended by public persns, publicatins in public jurnals etc. In the fllwing f the dcument an analysis aims at identifying the criteria fr a classificatin f target users and related disseminatin plan. A few key principles must regulate the disseminatin activities at all levels: a gd selectin f the infrmatin shuld always be ensured a clear and bvius presentatin is necessary prtectin f specific knw-hw f the prject partners has t be preserved The chice f the media the prject cnsrtium is using t disseminate the results f the prject is quite wide: Webpage, flyers, brchures, newsletter etc. In additin, public events such as shw cases and wrkshps have a central rle n disseminatin activities. 2.3.2 Explitatin Detailed explitatin strategies are elabrated t prvide fr a successful intrductin f the develped system and related applicatins int the market. This includes: Establishment f a strategy fr the ecnmic success f the new value added services by identifying market segments f interests, activities needed t establish the prducts and services as well as ptential sales channels. Identificatin and analysis f ptential bstacles t market penetratin. Creatin f an implementatin plan cvering general implementatin steps and emotion Cnsrtium Page 11 f 53
specific explitatin prspects. Fr this purpse market pprtunities are analysed with a fine-grained identificatin f user segments markets in rder t identify the mst prmising and easy wrkable segments. Assessment f the impacts f an intrductin f the new system n different scenaris are set up and estimated fr different applicatins and cntexts. Marketing strategies are elabrated evaluating pssible distributin channels and supply chain scenaris. emotion Cnsrtium Page 12 f 53
3 Disseminatin Apprach and Activities 3.1 Main bjectives and verall strategy The emotion disseminatin prcess planned and t be carried takes int accunt the prject bjectives and results, the partners expertise and rles, the main disseminatin grups identified. It includes disseminatin material and actins fcussed n the specific characteristics f the different target grups. Overall, the emotion disseminatin strategy is based n three main steps: the specificatin f the target disseminatin (user) grups; the definitin f the main cntents and results t disseminate t the ptential user grups identified; the selectin and set up f the media/channels t be used fr the disseminatin activities prper. As the verall disseminatin and explitatin plan encmpasses a number f different actins, disseminatin channels and media a number f key elements are t be taken int accunt and are t be carefully assessed when implementing each single disseminatin phase and measure. Key elements which require special attentin and careful chices in rder t achieve and implement an effective and cherent prject disseminatin and prmtin strategy include: Gals: The main gals f the disseminatin effrt must be defined and prperly described. Disseminatin gals must be assciated with peratinal bjectives, that clarifies what shuld be accmplished thrugh the disseminatin activities; Stakehlders and Users: scpe and characteristics f the stakehlders and "ptential users" ( adpters ) that the disseminatin activities are designed t reach fr each bjective; Cntent and Media: the basic elements f the cntents t disseminate t each f the ptential user grups identified, and the main disseminatin media/channels fr delivery f illustrative r publicising cntent and mre specific infrmatin; Success: qualitative and quantitative cntrl n disseminatin activities t evaluate their success; Access & Availability: mdalities t ensure and prmte access t pertinent infrmatin and awareness f its availability; Barriers: early identificatin and analysis f ptential barriers interfering with the targeted users access. emotion Cnsrtium Page 13 f 53
Interactins with ther Prjects/Cmmunities: crdinatin f the prject activities with similar and synergic initiatives which are being carried n in Eurpe, particularly within the Transprt and ICT Cmmunities. Actins: definitin f the cncrete disseminatin actins t be undertaken and their timetable. A summarised view f the planned disseminatin actins accrding t the abve principles is included at the start f the sectin 3.3 ahead. The detailed descriptin f each planned actin is given in the main part f the sectin. 3.2 Disseminatin levels The fllwing main levels target grups f ptential users r adpters f emotion results and technlgy have been identified and frmed, altgether, the target audience f the prject: The Eurpean travel and transprt market, which is the primary target f the emotion study and includes the ptential adpters (see belw) f the identified emotion apprach. Strategic Grups including, particularly, the Eurpean G3 cmmunity, the GALILEO Public Private Partnership and the INSPIRE initiative, addressing the definitin and standardisatin f the Eurpean spatial data infrastructure. task frce and t ther prjects, t ensure early ntificatin f expected / intermediate results and validatin f specific user requirements. Mainly technlgy and service prviders in the ICT area. The interest is typically related t the ptentials fr cmmercial explitatin f prject results, mainly with the develpment f new prducts r the intrductin/integratin f advanced features in existing prducts. ITS cmmunities, which are ptentially interested in the prject results t supprt their research activities taking int accunt the emotion cnceptual innvatin, expliting and further develping the prject utcmes, and cperating with emotion partners research activities. Such cmmunities include e.g. ERTICO, ITS Eurpe, esafety. The Eurpean Research Area (ERA), including relevant NEs, FP6 prjects and Eurpean Technlgy Platfrms (ETPs); relevant ETPs include e.g. ERTRAC (Eurpean Rad Transprt Research Advisry Cuncil), NESSI (Netwrked Eurpean Sftware Services) Given the particular timing f emotion, there are als chances t interact and disseminate results with early FP7 prjects funded under the first calls. Ptential emotion value chain actrs and users ( adpters ) that can take advantage frm the availability f the emotion infrastructure and services. Identified ptential market segments f interest fr emotion as regards industrial, service emotion Cnsrtium Page 14 f 53
and end user explitatin are described in sectin 4 and are elabrated in mre details in Deliverable D7 Business Cases and Financial Framewrk. In rder t facilitate disseminatin during the prject life time and prepare the explitatin and adptin f emotion results in the pst-prject phase, users frm the abve targeted levels have been identified and invlved in the emotion Expert Grup (EG; se ahead) The EG cnsists f a list f research rganisatins, industrial cmpanies and public rganisatins interested in the emotion research and willing t fllw the apprach, methdlgies and tls develped during emotion study and demnstrated in the final prf-f-cncept. 3.3 Actins and channels emotion disseminatin and prmtin activities invlves a crdinated set f instruments and tls, with a mix f regularly timed actins and asynchrnus activities. The table intrduced here prvides a summarised view f the disseminatin actins and channels, accrding t the general principles intrduced befre. The detailed descriptin fr each actin are prvided in the remainder f the chapter. Table 3-1: Summary f main disseminatin channels / actins in emotion Actin / Item Websites / Prtal Flyers / Brchures Prject Deliverables / Public distributin Paper / Jurnal articles Cnference presentatins Knwledge transfer / Tutrials Gals and Objectives Ntes Awareness Infrmatin Prmtin Engagement Awareness Prmtin Awareness Engagement Prmtin Awareness Engagement Prmtin Awareness Engagement Prmtin Awareness Educatin One f the mst versatile disseminatin tls, the crrect place fr prviding infrmatin targeted t different audiences. Pilt web sites and the emotion Prtal targets bth technical audiences and ther grups thanks t descriptive sectins and easy t use interfaces. Thugh much cmmunicatin is electrnic, A4 flyers that can be circulated in printed frm, e.g. t hand ut at cnferences, have been prduced. The electrnic versin (PDF) have been circulated electrnically and prvided typically thrugh the web site. Mst emotion prject Deliverables are public. These prvide a main surce f infrmatin n prject advances and achievements. Public Deliverables are accessible via the emotion website. Mst f the scientific disseminatin effrts will be targeted t be published in internatinal scientific jurnals. A list f candidate jurnals and magazines has been identified. Natinal and Internatinal cnferences rganised by Institutins, Universities, Jurnals, Research Organisatins, etc., are imprtant pprtunities t share prject results with ther experts in the field. One f the mst imprtant event was the ITS cngress in Geneva where a presentatin sessin was rganized t shw the emotion prject The scientific results btained in emotion prvide the base knwledge fr further research and educatin. T fcus the attentin f the interested emotion Cnsrtium Page 15 f 53
User Grup / UG mailing list Open emotion Events / Wrkshps / Demnstratins Awareness Engagement Prmtin Awareness Prmtin Engagement prfessinals, research and student cmmunities n emotion results, targeted disseminatin events and tutrials are delivered. In rder t facilitate disseminatin and cllabratin between emotion and ther member f the ITS cmmunity, an emotion User Grup has been established as a first cmmunity f targeted disseminatin and infrmatin exchange. The UG is mainly reached thrugh a dedicated mailing list that is used fr distributin f infrmatin and material Wrkshps are small interactive events held t achieve a specific bjective (e.g. pen discussin and cnsensus frmatin arund User Requirements). Wrkshps are used t perfrm in depth disseminatin mainly within the emotion UG. In additin, ne pen, public demnstratin event ccurred at the end f the prject (prf-f-cncept demnstratin). 3.3.1 Web presence Adequate presence f emotion prject n the web has been ensured and will cntinue t exist after the end f the prject with the public prject website, which is a main public channel and access pint fr prject results. Its address is clearly indicated in all reprts and dcuments prduced and distributed by the prject (e.g. summary and detailed activity reprts, deliverables, etc.) and linking f the site is ensured with ther public websites. Figure 3-1: Hmepage f the emotion public website Anther very imprtant web presence is represented by the web sites realised fr the Prf emotion Cnsrtium Page 16 f 53
f the Cncept pilt sites: Gena and Austria. Here, tw different web applicatins have been develped in rder t shw and prvide user interactin with the emotion-based distributed architecture prviding sme f the services freseen by the emotion use cases analysis. Besides the applicatin itself which is f high impact fr shwing t the public sme cncrete results and a pssible real applicatin f the emotion principles, special infrmative sectins have cntents describing the wrking principles f the prf f the cncept pilts and the emotion technlgy. This helps t understand better hw emotion principles are applied and what advantage they can ffer. In the fllwing pictures are shwed sme screenshts frm the Gena and Austria Prf f the Cncept applicatins. Figure 3-2 the emotion pilt site fr the Prf f the Cncept in Gena (Hme Page) Figure 3-3 - the emotion pilt site fr the Prf f the Cncept in Austria emotion Cnsrtium Page 17 f 53
Figure 3-4 Screensht frm the Gena Pilt Applicatin Anther public web applicatin built during the Prf f the Cncept phase is the s-called emotion Prtal. The emotion Prtal is a web-based applicatin which is a cmpnent f the emotion General Architecture as part f the emotion Business Enabler cncept. The main gal f this applicatin is t make the Registry service and cnsequently the Single Infrmatin Space accessible t humans enabling the user t search the published infrmatin and then detect, visualize and evaluate the suitable fferings. The centralized part f the emotion infrastructure can be better understd when interacting with the emotion Prtal. A descriptive part is als included in this site t prvide an verview f sme main Business Enabler cncepts. Tgether with the prject site and the tw PC sites, the emotion prtal frms a grup f web sites f impact and effectiveness fr the disseminatin f the emotion cncepts. The emotion website is accessible thrugh the fllwing URL: http://www.emtinprject.eu and prvides links t the ther emotion sites. The emotion public website is rganised int the fllwing main sectins: The hmepage, cnveying in an immediate way the general prject branding and cmmunicatin style (adpted prject clurs, lg, prject title and acrnym, etc.) and prviding a few key elements, arranged in clearly identified web parts, that are needed t intrduce and highlights the main messages f the prject: Prject missin statement The key research themes addressed by the prject The Highlights bx, highlighting any event f relevance fr emotion, bth internal and external t the prject The News bx, shwing the (tw) mst recent news frm the News sectin Links t ITS relevant events emotion Cnsrtium Page 18 f 53
The Prject sectin, prviding extensive infrmatin abut emotion (backgrund and bjectives, innvatin, expected results, etc.). The Cnsrtium sectin, which includes descriptins f emotion partners and their rles in the prject. The News sectin, cntaining the archive f news and any public cmmunicatin generated during the prject; the tw mst recent news are als displayed in the relevant bx f the hmepage. The Events sectin, cntaining the archive f events f interest fr emotion, including bth prject-related events (e.g. User Grup meetings, demnstratins, etc.) as well as ther external events (i.e. cnferences, wrkshps, seminars, etc.) addressing any f the research areas f emotion. The Dcuments sectin, which cntains infrmatin abut the prject (leaflets, brchures, public presentatins, etc.) as well as abut the main prject achievements (links t public deliverables and technical dcuments). The Links sectin, prviding a cllectin f links t ther sites in the internet f interest fr emotion, including the ther ITS prjects emotion have established relatins with, aimed at exchange f infrmatin and cllabratin. While the emotion website is the primary, live surce fr n-line disseminatin and cmmunicatin, it als defines the general chices as regards the graphical style and key visual elements chsen fr the prject branding. These are at the basis f all ther prject cmmunicatin material and resurces (prject leaflets, brchures, psters, presentatin templates, etc.) as well as f the ther web sites. The web expsure f emotion has been enhanced by ensuring crss-linking frm ther websites and n-line resurces in the ITS cmmunities. The public website is built using an pen surce cntent management platfrm (Rainbw Prtal, http://www.rainbwprtal.net) which enables easy maintenance and update f all texts and ther cntents f the varius sectins. The site structure and navigatin in terms f sectins and sub-sectins, menus, etc. can be als easily changed thrugh the cntent management platfrm services, thus allwing easy and quick adaptatin f the site structure as new infrmatin and cntents becme available. The editing tls are used n-line by the authrised partners. Further t the public sectins, the emotion website includes als a private site, accessible nly t prject partners and enabling cllabratin and cntent sharing. This private sectin prvides a cllabratin wiki structured accrding t the different wrkpackages and includes a number f base cllabratin services like shared editing f pages, file uplad/dwnlad, discussin threads, a cmmn dcuments repsitry, a prject calendar. emotion Cnsrtium Page 19 f 53
Figure 3-5: Hmepage f the emotion partners wiki The partners emotion wiki is built using the pen surce Screwturn platfrm (http://www.screwturn.eu). 3.3.2 Public prject Deliverables A main surce f infrmatin fr disseminatin and prject cmmunicatin is ensued by the large number f public prject deliverables. Indeed, mst prject deliverables are classified as public, and this will guarantee a transparent, publicly accessible flw f infrmatin frm the prject thrughut its main phases. All key stages f prject develpment and their related expected achievements are made accessible t the ITS and ICT cmmunity and t the public by the relevant deliverables. The table belw prvides a summary f all emotion public deliverables. emotion Cnsrtium Page 20 f 53
Table 3-2: Summary f emotion public deliverables Deliverable N D1 D2 D3 D4 D5 D6 D8 D9 D10 D11 Deliverable title emotion analysis - Stakehlders Needs and current practice Analysis emotion definitin - Infrmatin Service and Service Chain Definitin emotion Plicies - General cnditins and legal framewrk emotion Plicies - cntracts and agreements emotion system - Analysis f technical standards emotion system - Technical specificatin emotion prttype emotion Prf-f-the-Cncept Validatin Results, Validatin Mdel emotion - Disseminatin media emotion Plan fr Using and Disseminating Knwledge 3.3.3 General disseminatin material Planned standard disseminatin material includes the fllwing type f resurces: A Prject fact-sheet (A4 frmat) prduced in the early phases f emotion, prviding general and infrmatin key facts abut the prject; A mre elabrated prject brchure, prduced at later stages in the prject with mre extended infrmatin and intended fr disseminatin at public events (cnferences, exhibitins, etc.); A prject pster als t be used at public events (cnferences, exhibitins, etc.); A standard MS Pwerpint prject presentatin aimed at prviding all relevant prject infrmatin including: Prject utline and key facts; emotion cnsrtium partners; emotion Cnsrtium Page 21 f 53
Objectives and S&T Innvatin Expected results Cllabratin and User Grup Other technical infrmatin, when available (e.g. architecture, applicatins, etc.) Specific illustrative and cmmunicatin materials like additinal flyers, annuncements, etc., prduced fr use in cnjunctin with specific prject events like e.g. User Grup wrkshps, public demnstratins, etc. Specific prject disseminatin material additinal t the planned prject deliverables prduced accrding t specific prject events r results; e.g. ntes r prceedings related t public prject wrkshps r demnstratin events. The figure in the fllwing page shws a few disseminatin material prduced at the nset f the prject: the A4 prject fact-sheet and the annuncement f the User Requirements wrkshp. emotion Cnsrtium Page 22 f 53
The emotion prject fact-sheet Annuncement f emotion event Figure 3-6: Sample emotion disseminatin material 3.3.4 emotion Newsletter Issued at least twice a year, the emotion Newsletter is a main disseminatin and cmmunicatin tl that is distributed thrugh mail shts, the emotion website and paper versin. The newsletters prvide a summarised view f the main prject activities and achievements in the varius phases f emotion, and are mainly directed t a general public f transprt, travel and ITS practitiners, peratrs and prviders. During the prject perid, fur issues f the newsletter have been prduced. emotion Cnsrtium Page 23 f 53
Figure 3-7: The emotion Newsletter N. 1 3.3.5 Publicatins in jurnals and magazines All emotion partners, bth academic and industrial, have excellent track recrds in internatinal publicatins n sectr jurnals and magazines. Based n the relevant partners fields f research and scientific interests, the fllwing set f candidate jurnals and magazines has been identified fr pssible emotion publicatins: ITS Internatinal; Jurnal f Intelligent Transprtatin Systems; Traffic Engineering and Cntrl Magazine; IEEE Transactins n Intelligent Transprtatin Systems; IEEE ITSS (Intelligent Transprtatin Systems Sciety) Newsletter; Transprtatin Research Part C: Emerging Technlgies; 3.3.6 Presentatins at cnferences and events Cmplimentary t publicatins in jurnals and magazines, the knwledge abut emotion advances and achievements is spread thrugh presentatins given at public events such as emotion Cnsrtium Page 24 f 53
internatinal and lcal cnferences and wrkshps, exhibitins, trade fairs, etc. The emotion partners have tried t achieve an apprpriate balance between lcal and internatinal disseminatin, participating t a number f event addressing bth lcal users and stakehlders grups as well as Eurpe wide and internatinal targets. The fllwing list prvides a summary f the participatin f emotion partners t cnferences, wrkshps and stakehlders meetings, with varius cntributins including presentatins, prject disseminatin, inputs t discussins and wrking grups activities: Wrkshp Anschlusssicherung, Vienna, Austria, 29-30/05/2006, I2TERN Cnference 2006, Barcelna, Spain, 26-27/06/2006, ÖBB Hlding, R&D Platfrm, Vienna, Austria, 22/06/2006; CIVITAS CARAVEL prject, Summer University, Burgs, Spain, 24/07/2006; Eurpean Frum Alpbach 2006, Technlgy Frum, Austria, 24/08/2006; UITP Industry Cmmittee Meeting, Stckhlm, 7-8/09/2006; ITS Natinal Cnference, Prague, Czech Republic, 27/10/2006; ITS Wrld Cngress, Lndn, UK, 9-12/10/2006; POLIS Wrkshp, Brussels, 17/10/2006 Muversi Sicuri sulle Strade Liguri (Mving with Safety n Liguria Reginal Rads) Cnference, Gena, Italy, 28/03/2007; UITP Meeting f Netwrk f Excellence n Public Transprt, Lndn, UK, 29/03/2007; POLIS Wrking Meeting n Safety and Security, Brussels, Belgium, 26/04/2007; Abstract and presentatin f the emotion Prject during the "Telembility 2007 - Telematics and Infmbility Frum" (Nvember 15 th, 2007). Cllabratin with TTS Italia (the Italian ITS Assciatin) with the aim t disseminate in Italy the basic aspects f emtin. Presentatin f the emotion Prject at lcal level, fr example in the University f Gena. ITS, Eurpean Cngress and Exhibitin n intelligent Transprt Systems and Services, Aalbrg, Denmark, 19th June 2008 ITS, Eurpean Cngress and Exhibitin n intelligent Transprt Systems and Services, Geneva, Switzerland, 3-6 June 2008 3.3.7 emotion Open Events emotion disseminatin plans during prject lifetime invlves als a number public events emotion Cnsrtium Page 25 f 53
t present the prject apprach and maximise the impacts f emotion research, particularly within the ITS and transprt and travel cmmunities. Overall, these events include several prject wrkshp pen external parties invlved in the emotion User Grup (see ahead, sect. 3.4.2) 3.3.7.1 Wrkshps The emotion User Requirements Wrkshp, has been the first f a number f pen prject events aimed at disseminatin and discussin abut prject utcmes. Held in Lndn n 10 Octber 2006 at the Excel Exhibitin Centre, c-lcated with the ITS Wrld Cngress 2006, the wrkshp enabled a first public discussin and cnsultatin abut the stakehlders and users needs analysis cnducted within emotion. A grup f invited expert plus attendants frm the ITS Wrld Cngress participated in the wrkshp, including representatives frm mtrway peratrs (ASFiNAG, Brisa, UK Highways Agency), transprt Authrities and public administratins (UK Department fr Transprt, UK Natinal Traffic Cntrl Centre, 5T Cnsrtium - Turin, Municipality f Gena,...), telecm peratrs (Telecm Italia), infrmatin prviders (Traveline), assciatins and public-private partnerships (RACC, ERTICO), ITS and technlgy suppliers, cnsultancies and research rganisatins (TeleAtlas, Serc, Heusch / Besefeldt, Mmatec, Sftec, Kizm, HiTec, TSS, Telematix, Micks, ibiquity,...). The event facilitated an pen discussin n a number f key tpics related t multi-mdal travel and traffic infrmatin and the main challenges and pprtunities t set up Pan- Eurpean services in this area. Figure 3-8: the emotion User Requirements Wrkshp, Lndn, 10 Octber 2006 emotion Cnsrtium Page 26 f 53
A secnd prject wrkshp has been prepared in the last mnths f the first year, and was held in Aalbrg in June 2007, in cnjunctin with the ITS Eurpe 2007 internatinal cnference. The gal f this wrkshp was t gain feedbacks n emotion views and results achieved in the curse f the first prject year and t discuss abut the legal, technical and business aspects investigated in emotion. During the ITS Cngress in Geneva held in June 2008, the results f the prject were presented including a demnstratin f the preliminary versin f the prttypes in the tw test sites. A leaflet was prepared fr this event. 3.3.7.2 Prf-f-cncept demnstratin Disseminatin includes results and indicatrs frm the validatin phase f emotion. T shw the technical perability and t prf the rganisatinal cncepts f emotion, tw prttypes implementing selected emotion services have been realised in Austria and in Italy with the fllwing bjectives: the validatin f the "feasibility f plicies", the validatin f the benefit f services, the validatin f the service apprach (distributed service and data access) and the validatin f the business apprach. The implementatin f the prf-f-the-cncept in Austria and in Italy, the peratin f the test sites and the validatin f the technical, rganisatin, and ecnmic aspects f the emotion system were the main activities freseen by the prf-f-the cncepts activities Frm a functinal pint f view the pilt applicatins were fcused n: Gena (Italy): infrmatin fr peple specifying a definite request fr a pint in the urban area Austria: real time traffic infrmatin and jurney planning Cmmn central services have been als develped s that every aspect f the emotion infrastructure has been cvered during the assessment activities. Detailed infrmatin abut the Prf f the Cncept can be fund n prject Deliverables 8 and 9 fcusing respectively n the technical aspects f the prttypes and n the assessment activities and results. 3.4 Cllabratin with related prjects and initiatives 3.4.1 Liaisns with ther research prjects Ptential cperatin and exchange with ther running prjects in the areas addressed emotion Cnsrtium Page 27 f 53
within emotion were identified and usually achieved thanks t the participatin f sme f the emotion partners als t thse prjects. The fllwing are the main prjects identified fr useful and prfitable exchanges with emotion: ITISS, Intermdal Travel Infrmatin Systems (www.itiss-eu.cm). An Interreg IIIB prject addressing the develpment f integrated intermdal travel infrmatin services in several Eurpean sites, including Manchester (UK), Suth Cunty Dublin (IRL), Clgne (D), The Hague (NL). KITE (http://www.kite-prject.eu/). An FP6 Transprt STREP addressing the investigatin and develpment f a knwledge base fr intermdal passenger travel in Eurpe. The prject is maintaining an n-line Wiki with relevant resurces related t intermdal transprt. LINK (prject t start in May 2007). A Crdinatin Actin f FP6 Transprt prgram (DG TREN) implementing the Eurpean Frum n Intermdal Passenger Travel t supprt exchange, knwledge transfer and prmtin in the area f passenger intermdality, plicy supprt and strategy. COOPERS (http://www.cpers-ip.eu/). An FP6 IST Integrated Prject fcussing n cperative systems fr intelligent rad safety (Asfinag, Arsenal Research, HiTec Marketing are amng the prject partners) CARAVEL (http://www.civitas-caravel.rg/). An FP6 Integrated Prject under the CIVITAS II prgram (DG TREN) addressing the implementatin f a (large) number f measures t supprt sustainable transprt plicies in Gena (IT), Stuttgart (DE), Burgs (ES) and Krakw (PL), including a measures n travel and traffic infrmatin services (Cmune di Genva, AMI and Sftec are amng the prject partners). 3.4.2 The emotion Experts Grup In rder t ensure a platfrm fr disseminatin f prject achievements as well as pen discussin abut the apprach pursued in the prject and the intermediate utcmes, a grup f experts has been frmed (the emotion Experts Grup) invlving practitiners frm a number f rganisatins thrughut Eurpe and frm the emotion partners themselves. The emotion EG tries t prvide a prper balance f cmpetences and prfessinal skills, invlving bth transprt infrastructures peratrs, service peratrs and prviders, ITS suppliers, public rganisatins, private enterprises. This ensure a discussin base fr the prject able t reflect in a prper way the market segments addressed by emotion and the relevant types f stakehlders. The emotion Experts Grup was mainly invlved in prject activities in tw ways: (1) participatin and cntributin t the pen prject events (wrkshps, etc.) and (2) review f selected prject dcuments and deliverables. The emotion EG was invlved in the Requirements Wrkshp held in Lndn, n 10 emotion Cnsrtium Page 28 f 53
Octber 2006, in the 2 nd Wrkshp fcused n legal, technical and business aspects (June 2007) and in pen prject events. The table in the fllwing page shws the cmpsitin f the emotion EG. emotion Cnsrtium Page 29 f 53
Table 3-3: The emotion Experts Grup Organisatin Cuntry Participant(s) AMI IT S.Durante ASFINAG AT M.Jandrisits, M.Harrer, N.Deweis ATTC, Austrian Traffic Telematics Cluster AT W.Schneider Brisa PT J.Lpes Cmune di Genva IT A.Nrdi Department fr Transprt UK C.Gibbard ERTICO ITS Eurpe EU J.Burgess FAV - TSB DE L.Hlstein Heusch Besefeldt GmbH DE J.Kaltwasser HiTec AT D.Meinhard, W.Schildrfer Highways Agency - NTCC UK D.Mrris ibiquity Digital UK J.F. D Angel, J.Sctt Inftraf IT A.Ferri Interactive Instruments GmbH DE R.Erstling Kizm UK N.Knwles MicKS DE K.Schedler Ministry f Transprt CZ H.Hutarva mmatec GmbH DE H.Kirschfink, A.Kchs ÖAMTC AT H.Beigl Sftec Sismat SpA IT M.Ber, M.Masnata Tele Atlas BE L. Vande Velde Trafficlink UK B.Mills Transprt Direct UK R.Slevin Transver DE K.El-Araby Traveline UK T.Fergusn, P.Stner TSS ES J.Barcel, A.Trday 5T Turin IT R.Paner, M.Cczza Telematix CZ T.Stavek Telecm Italia SpA IT M.Annni, C.Iacucci RACC ES R.Canellas emotion Cnsrtium Page 30 f 53
4 Explitatin Analysis The current market f ITS applicatins and traffic/travel infrmatin services is characterised by a wide ffer f prducts and systems, the vast majrity f which are lking at single gegraphical areas (e.g. reginal, natinal) and/r at single transprt mdalities. The grwth f glbal netwrk infrastructures the wired Internet and the expanding wireless envirnment (3G, WLAN, etc.) is a fundamental driver which will expand enrmusly the capabilities f the different systems t exchange infrmatin and becme interperable, and will cntribute increasing the pssibility f building trans-natinal, pan-eurpean, multi-mdal systems and services. In rder t enable this, the attentin t standards has becme a central issue. With a large vlume f infrmatin ptentially accessible ver the internet, and a number f standards which are becming widely adpted, a clear need and als an pprtunity is emerging fr pen middleware infrastructures like the ne investigated and defined in the emotion prject that are able t facilitate the exchange f infrmatin, the interperability f the different surces f cntents and, ultimately, allw t realise the full ptential and added value f integratin. This sectin cntains an utline f the explitatin cntext and view fr emotion mainly based n the wrk in Wrk Package 4 cncerning business and marketing analysis. One essential starting pint in this study is the analysis f the current market situatin and fferings prvided by different types f stakehlders in terms f csts fr the end user and type f service (web, mbile etc.). Furthermre the business structure f emotion services fferings (centralised/cmmn and decentralised) is analysed and ptential evlutin paths are elabrated. The mst likely evlutin f the emotion platfrm and the invlved stakehlders frm the perspective f prject rganizatin is t start the platfrm with a public peratin in a regulated market. The invlved stakehlders like cntent prviders, service peratrs and service prviders will increase and related fferings will grw in their extent and quality. This may lead t a private r PPP driven peratin f the emotion platfrm, delivering a wide range f basic and value added services in a mid t lng term view. In the business and financial study, ptential revenue indicatrs and cst drivers are utlined fr the emotion platfrm peratin, fr either the prvisin f cmmn/centralised services and decentralised/value added services. The main incme surces identified by the cnsrtium are: Registratin fees f the invlved stakehlders fr using the cmmn emotion services, advertising incmes f usage based r fixed priced nline advertising n the emotion website, sales cmmissins based n the turnvers enabled by the emotion platfrm and ffering decentralised/value added services t the stakehlders (creating additinal r better cntent as well as B2B services like gecding services r psitining services). The cst drivers are distinguished between ne-time set-up csts and csts fr hsting and maintenance the perating system. These cnsideratins, whse detailed analysis is reprted in Deliverable 7 (Business Case and Financial Framewrk) tgether with the explitatin views f the whle cnsrtium are emotion Cnsrtium Page 31 f 53
the basis fr the present explitatin cnsideratins. 4.1 Explitable results f the emotion platfrm 4.1.1 The emotion system The emotion cre results are cmprised f system specificatins (functinal, data, technical infrastructure, peratinal mdels, etc.) f the emotion Framewrk, a Service Oriented Architecture (SOA) able t integrate existing traffic infrmatin services and t supprt a Eurpean apprach fr develpment and deplyment f multimdal, n-trip traffic infrmatin services. The emotion Framewrk is a rich middleware infrastructure prviding a number f services (emotion Services) that enable the develpment and peratin f user-riented applicatins accessing widely distributed data and cntent surces. The key data and cntent types addressed by emotion include: Rad netwrk data Public transprt netwrk data Traffic flw Traffic messages Public transprt time table Dynamic parking infrmatin Data abut pints f interest Weather data Map data The figure belw shws the target emotion architecture building blcks. emotion Cnsrtium Page 32 f 53
Figure 4-1: The emotion architecture building blcks The elements included in emotion bundary defines the key elements f the emotion technical infrastructure: the emotion Services; the emotion Data Services, prviding the basic mechanisms t integrate (and interperate with) external cntent surces; the basic tls, services and data interfaces t supprt develpment and integratin f specific emotion End-User Applicatins (Services). 4.1.1.1 End User Applicatins (Services) Starting frm the tp layer f the reference emotion architecture, the End-User Applicatins (r Services) crrespnd t the specific types f dynamic traffic and travel infrmatin services the emotion infrastructure supprt fr prvisin t the different users. Such services are built n tp f the emotion Framewrk and are part f specific intermdal service applicatins (slutins) enabled by emotion. Overall, three main types f infrmatin service chains are cnsidered in emotion: service chains that implement infrmatin services prviding infrmatin n user request (PULL Services), emotion Cnsrtium Page 33 f 53
service chains that realise subscriptin services prviding infrmatin peridically, based n a subscriptin prfile (PUSH Services) and service chains t implement a mnitring service prviding infrmatin autmatically when a predefined event happens (PUSH Services) Examples f end-user applicatins (services) with the abve characteristics have been investigated during the requirements specificatin phase, with analysis f a number f Use Cases addressing specific infrmatin services fr different end user segments. A full definitin and discussin f the addressed emotion Use Cases, and thus f examples f pssible end-user applicatins supprted by the emotion Framewrk, is included in sectin 3 f prject Deliverable D2 [emotion 2006a]. Frm the pint f view f the whle curse f business prcess cncerning the emotion platfrm service, which is ne f the aspects studied in WP4 ne example culd be: yur cntent was visited (related t the cntent prvider), the ptential buyer needs mre infrmatin, yur cntent was rdered, the cntent was successfully delivered, yu were rated by the buyer, etc. Examples f such infrmatin fr the cntent buyer (service prvider/service peratr) culd be: yur questin is received, yur questin is answered, the cntents are delivered, yu were rated by the cntent prvider, etc. Cnsequently these types f emotion platfrm services may be envisaged: Service fr a defined data exchange between cntent and service prviders (including data frmat adaptatins). Fr example the harmnizatin f several traffic related infrmatin. Prvisin f additinal value added service cmpnents. The emotion platfrm may ffer travel-related service elements like Psitining Services, Mapping Services r POI Search Services. Creating additinal cntent. A ptential emotion platfrm service includes fr example the creatin f new B2B services (e.g. Persnal Mbility Pages ). Billing services. 4.1.1.2 emotion Services These cmpnents represent the cre elements f the emotion Framewrk. Basically, the emotion Services can be gruped in tw main categries: 1. Basic emotion Services 2. Centralised emotion Services Basic emotion Services The Basic emotion Services prvide a number f underlying generic tasks necessary t emotion Cnsrtium Page 34 f 53
implement the value added service chains within the emotion framewrk and t meet the cntent needs f the end-users in particular end user applicatins. These basic services deal, fr instance, with technical tasks (like ge-cding, psitining, map management), rganisatinal tasks (like billing r authenticatin), infrmatinal tasks (in direct scpe f traffic and transprt). A cmplete definitin f the Basic emotion Services is prvided in chapter 4 f prject Deliverable D2 [emotion 2006a]. Centralised emotion Services Althugh the emotion SOA is in itself a widely distributed system, a number f Centralised (r Cmmn) emotion Services are necessary t prvide general management services and facilities required fr the peratin f the entire emotion infrastructure. The Centralised emotion Services are gruped int fur main categries: Registry services, supprting the typical SOA publish-find-bind interactin required t ffer a platfrm t the pssible service prviders t publish their services and t the pssible service requestrs t search the publicatins and find a suitable prvider fr their request. Digital Rights Management services, prviding the necessary functins and capabilities t supprt packaging, distributing, cntrlling and tracking cntent based n rights and licensing infrmatin [OGC, 2006] in a distributed service netwrk like emotion. Payment and Billing services, cvering the pricing, payment and billing peratins underlying the prvisin and use f emotion end-user services. Netwrk Management services, supprting generic peratins and services related t the functining f the emotion infrastructure, like cnfiguratin management (track and manage versins f system cmpnents), accunting management (ensure fair use f netwrk resurces), perfrmance management (cllect and mnitr perfrmance data), fault management (detect and lg faults, ntify and slve prblems), security management (access cntrl, attack preventin). Mre infrmatin and technical details abut the emotion services and, in general, the emotion technical specificatins can be fund n Prject Deliverable 5 and 6. 4.1.2 Explitable results The specificatins f the emotion infrastructure (the emotion Framewrk) prvides the general basis fr explitatin f prject achievements. Overall, the fllwing types f explitable cntexts are identified in emotion: emotion Cnsrtium Page 35 f 53
A. The emotion Framewrk, as a generic Service Oriented Architecture including all f the emotion Services, tls and characteristics intrduced in previus sectins and prviding cntent integratin. The implementatin and industrial explitatin f the emotion Framewrk is pssible starting frm the specificatins delivered in the prject; B. Specific End-User Applicatins (services, slutins) built using (part f the whle) emotion Framewrk t address and slve integratin and interperability issues in a given applicatin cntext (i.e. specific cntent/data surces, end-user services, target users, etc.); C. Cnsultancy services fr the implementatin, develpment, peratin f emotion enabled multi-mdal, n-trip travel infrmatin services. 4.1.3 emotion Framewrk and Cntent integratin emotion addresses essentially cntents integratin, a central element f the ge and traffic infrmatin value chain and a key aspect in the grwing segment f traffic and mbility applicatins and services. By implementing the designed emotion infrastructure, stakehlders will be able t generate and explit cmmercially varius types f value added services r prducts based n this integratin f infrmatin. Target users and markets can be either in the administratin sectr (A2A, A2E, A2B, A2C applicatins and services) and als in the segment f business service prviders (Value Added Service prviders addressing B2B, B2E and B2C applicatins and services). The explitatin addressing public administratin (A2A, A2E services) will mainly cncern the develpment and deplyment f emotion enabled services addressing particular prblems in transprt/traffic planning and management, peratin f ITS systems, land and infrastructures planning, etc. Cmmercial explitatin fr IT slutin prviders essentially relates, here, t the standard activities underlying applicatin/service develpment and sales (design, implementatin, supprt t peratin, update, etc.). The explitatin line fr VAS prviding cmpanies, f bth B2B and B2C services include prvisin f integrated infrmatin t supprt VAS services in transprt telematics areas such as: travel and traffic infrmatin services (radi and telc); rute guidance and navigatin services fr private user (specialised VAS cmpanies); infrmatin services fr transprt and lgistics service prviders; infrmatin services fr public transprt service prviders; infrmatin service fr turism service prviders; infrmatin and data access services fr planners and cnsultants emotion Cnsrtium Page 36 f 53
etc. The value f the emotion framewrk in terms f explitatin, cncerning cntent integratin, is ensured by sme key factrs such as: Rbust, pen architecture allwing interperability f cntent prvider/service prvider Internatinal standards adpted as building blcks fr the technical specificatins Availability f cmplete framewrk specificatins Target f the framewrk f high interests in the traffic/mbility services scenari Let s remark that fr a successful explitatin, an adequate mdel f user technlgy acceptance shuld be als intrduced. This is imprtant fr every situatin where a target user r market has still t learn abut a new technlgy r methdlgy and want t be infrmed and cnvinced abut it. In the prject assessment activities phases an analysis f the perceived Usefulness and ease f use f the emotion framewrk was perfrmed. The Extended Technlgy Acceptance Mdel [Davis, F.D. 1989] has been used in the assessment analysis and can be referred fr a technlgy acceptance analysis in terms f degree t which individual users will use a given service. Figure 4-2 The technlgy acceptance mdel The ETAM shws the imprtance f perceived usefulness and perceived ease f use t determine attitudes and intentins t use a technlgy. Indicatrs fr sustainable change f behaviural intentin twards the use f services can als be fund using this mdel. Fr mre details abut these aspects see emotion Deliverable 9 (Sect. 2 Methdlgy) 4.1.4 Specific end-user applicatins Anther majr explitatin line relates t the setting up and peratin f end-user services and applicatins supprted by the emotion infrastructure. Basically, mst VASes addressing B2B and B2C market segments, and mentined in previus sectins frm the pint f view f a cntent integratr explitatin, can be cnsidered fr direct explitatin as VAS prvider. Amng these, the fllwing emotion Cnsrtium Page 37 f 53
applicatins/services appear t be mre central in the market strategies f emotion participating actrs and are cnsidered in their individual explitatin ruters. Mbility Service Centres, prviding integrated infrmatin and cmmercial services including mbile services abut traffic, transprt and mbility related events; Internet Infmbility prtals, prviding travel and traffic related infrmatin and services, including dynamic rute indicatins, event infrmatin, warnings and alerts, emergency services, etc. Internet agencies prviding B2C services t facilitate access t public transprt (infrmatin, bking, etc.) and B2B services fr public transprt service prviders (bking management, schedule ptimisatin, etc.) Internet based agencies prviding services fr freight transprt and city lgistics prcesses (cperative lgistics planning, track-and-trace, delivery infrmatin, interface with e- cmmerce prcesses, etc.) 4.1.5 Cnsultancy services related explitatin The prvisin f cnsultancy services fr emotion applicatins/services in the area f transprt and traffic represents anther majr explitatin line fr emotion. Activities in this area wuld result frm deplyment f applicatins at end-user sites (fr example at public administratins) r planning/rganizatin and implementatin stages f the emotion framewrk fr the designed service r system. This explitatin line have a strng relatin fr all the business activities aiming at supprting the establishment f the basis fr cperative, Eurpe-wide infrmatin services with the creatin f technical and cmmercial guidelines which helps all stakehlders t exchange in a better way their cntents. Example f these business activities are: analysis and design f transprt management strategies data cllectin and preparatin analysis f (integrated) data and cntents cnduct f surveys use case analysis planning studies including architectural design and service design r integratin with business enabler cmpnents design f applicatins and services frm the technical pint f view r by addressing specific aspects such as accessibility, usability etc. training activities applicatin maintenance emotion Cnsrtium Page 38 f 53
web hsting Frwarding f data frm cntent prvider t service prvider Infrmatin search in the emotion catalgue via search engine Prvisin f legal/cmmercial template cntracts fr the stakehlders marketing cnsultancy 4.2 emotion target market(s) Multi-mdal, real-time end user services existing in nwadays applicatins are prvided by different types f service prviders depending n infrmatin cntent. Service prviders are either public entities like natinal, reginal r lcal administratins, r private entities like telecmmunicatin cmpanies. The identificatin f the emotion target market segments and their relevant stakehlder types are tightly related t the develpment f the emotion Business Mdels, which is elabrated and discussed in details in the Deliverable D7 Business Cases and Financial Framewrk. The fllwing types f emotion stakehlder and ptential market explitatin segments fr emotion are identified: Cntent prviders. Cntent prviders are the surce f data used in infrmatin services, the first nde in the value chain and in mst cases als the cntent wners; i.e. the institutins that cllects the data and have all rights t use and t hand n the data. This categry includes bth public and private (and als public-private) rganisatins. Service peratrs. Service peratrs are develping and maintaining the respective end-user traffic and transprt related services and are mstly nt directly visible t the end user. Typically tday s service peratrs are private rganisatins running the service n a technical basis e.g. having a subcntract frm public transprt peratrs t realise features like subscriptin, reprting, shp and billing. Netwrk peratrs. Netwrk peratrs prvide the value chain with the necessary cmmunicatin infrastructure. They allw service related cmmunicatin via Internet (ISP) as well as vice and mbile data links (e.g. GSM, GPRS, UMTS, Radi Bradcast). Typically, tday s netwrk peratrs are private, prfit riented rganisatins charging airtime and/r data services/traffic in additin t mnthly subscriptin fees Service prviders. Service prviders invlve the prvisin f and infrmatin services t the users f rad and transprt infrastructures. Typically, service emotion Cnsrtium Page 39 f 53
prviders can be public r private (r public-private) entities, thus prvide their services n a free r cmmercial basis respectively. End users. Finally, end users are the cnsumers f the infrmatin services prvided by emotion enabled applicatins and represent a main target segment fr explitatin f emotion. Accrding t different travelling habits r purpses as well as travelling frequency, the cnsumer market in emotion is classified as shwn in the fllwing figure: Figure 4-3: emotion end users segments These may fllw ne f these categries: Public rganisatins like public authrities, cmmunes, ministries. Private cmpanies like prfit riented cntent prviders and telecmmunicatin rganisatins and prtals. Public Private Partnerships cnstituting a jint venture f public rganisatins and private cmpanies. Transprt infrastructure peratrs like public transprt peratrs and rad netwrk peratrs. Assciatins, particularly natinal mtring rganisatins. The Business and Financial framewrk analysis utlines specific emotion Platfrm service business mdel alternatives depending n the legal type f the emotion platfrm peratr (public peratr, public private partnership, infrastructure peratr etc.) and the regulatry situatin f the market (regulated market r market with n regulatins). These different situatins intrduces specific cnditins in the ptential market explitatin segments described befre and fr the explitatin cntexts identified. Mre details n the emotion Platfrm service business mdel alternatives are elabrated in the Prject Deliverable 7: Business cases and financial framewrk. emotion Cnsrtium Page 40 f 53
4.3 Explitatin Plan the emotion fllw-up Based upn btained results, an implementatin plan has been created cvering general implementatin issues and specific explitatin aspects. This plan has been the driver fr the prmtin f an emotion fllw-up resulting in a frmal Prject prpsal in respnse t the Eurpean ICT PSP secnd call fr prpsals 2008, addressing Objective 2.2 ICT fr adaptive urban transprt management infrastructure and services. The name f the prpsed prject is: In-Time. The descriptin f this fllw up, given in the fllwing, sums up and prvides a view f the explitatin plan in emotion cvering every explitatin cntext described previusly in this sectin. 4.3.1 Objectives The main fcus f In-Time will be cncerned with Multimdal services prvisin t travellers and drivers with the gal t reduce energy cnsumptin in urban transprt. The fundamental cncept is t pilt and validate the innvative pan-eurpean apprach t Real Time Traffic and Travel Infrmatin (RTTI) service prvisin based n an pen, standardised service riented infrastructure and using B2B services that facilitate access t urban traffic related data, RTTI service prvisin and interperability by Traffic Infrmatin Service Prviders (TIPS). The pilt and validatin will cver several aspects including transprt benefits, user acceptance and market ptentials. Setting up and running 7 different pilt applicatins in Eurpe, In-Time will use the same interperable service infrastructure Eurpe-wide TISPs can prvide, and Eurpean travellers can use and the same RTTI service in different cuntries. Specific services will be deplyed and perated in different Eurpean cities, respnding t specific stakehlders and citizens needs in the different sites. The central part f the In-Time setup activities will be an Interperable and multimdal Reginal Data/Service Server (RDSS) which will be based n emotion and will prvide a number f data/services, cvering individual traffic, public transprt, weather, lcatin based services, inter-mdal transprt planning. This will enable the peratin f end-user applicatins (e-services) by the Traffic Infrmatin Service Prvider (TISP). Delivery channel will be the internet and traditinal wireless cmmunicatin channels. emotion Cnsrtium Page 41 f 53
Figure 4-4 cncept f the emotion fllw up The emotion-based In-Time RDSS enables the peratin f end-user applicatins (web based A2C r B2C applicatins and services) as well as the B2B access via the standardised interface and e-service prvisin by Eurpean TISPs. The In-Time RDSS will be set up in all pilt sites t ensure the easy access f real-time multimdal traffic data fr external TISPs (see Figure). This mdel ensures a standardized, easy access t data resulting in the distributin t the end-users via several infrmatin channels. 4.3.2 Types f services B2C services includes: Web based interperable and intermdal pre-trip and n-trip infrmatin identified as a service fr imprved demand management in urban areas fcusing n the ptimizatin f jurneys by ffering multimdal traveller infrmatin are very cmmn interfaces frm the single peratrs t their users. It is expected the In-Time cncept will be able t infrm the traveller abut the different travel pssibilities e-services prviding accurate reliable intermdal real-time n-trip Traffic and Travel infrmatin are delivered by established Eurpean TISP t the traveller and will prvide emotion Cnsrtium Page 42 f 53