Work in Process - An Update of the Commercial ATIS Market

NHTSA · 1996 · ROSA P / United States. Joint Program Office for Intelligent Transportation Systems

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Summary

This 1996 report from the Volpe National Transportation Systems Center updates the commercial market for Advanced Traveler Information Systems (ATIS) since 1993. The study addresses the evolution of consumer-facing traffic information and navigation products, analyzing market reception, product availability, and consumer demographics. It aims to characterize the emerging Intelligent Transportation Systems (ITS) marketplace, distinguishing between free traffic information services and paid location, navigation, and route guidance technologies. The analysis relies on a review of trade magazines, retail outlets, and industry statements, supplemented by an informal survey of 55 consumer and automobile electronics stores across major U.S. metropolitan areas. The report categorizes products into two main groups: live traffic information and location/navigation systems. It examines specific offerings from manufacturers such as Rockwell, Sony, Pioneer, Delco, and Amerigon, as well as service providers like Metro Traffic Control and cellular carriers. The methodology includes assessing price points, distribution channels (aftermarket, OEM, rental), and functional capabilities, ranging from simple directional arrows to turn-by-turn voice guidance. The findings indicate that by 1996, approximately ten brands of in-vehicle navigation products were commercially available, with installed prices ranging from $1,000 to $3,000. Lower-cost software solutions for personal computers ranged from $50 to $800. Traffic information remained dominated by free radio broadcasts, which set a high threshold for consumer expectations. While cellular providers and internet services offered traffic data, paid services like SmarTraveler struggled to generate revenue, with experiments showing consumers would not pay for airtime access. Retailers reported low sales volumes for in-vehicle units, citing high prices and a lack of local map coverage as primary deterrents. However, the car rental market emerged as a strong niche, with Avis and Hertz reporting constant demand for rental cars equipped with navigation systems. The report concludes that the ATIS market is in its early stages, characterized by high prices and limited market penetration. Industry behavior suggests that significant growth will not occur until in-vehicle products are priced below $500. Current consumers are primarily employed males with disposable income or business expense accounts, often traveling in unfamiliar locations. The study predicts a future trajectory where ATIS products will diversify across platforms and price points, eventually integrating live traffic data with navigation. However, at the time of publication, no product successfully combined these functions, and the market remained fragmented between free information services and expensive, standalone navigation hardware.

Key finding

In-vehicle navigation products priced above $1,000 faced significant sales resistance from retailers and consumers, while traffic information remained dominated by free radio broadcasts.

Methodology

review

Provenance

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Topics

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• nav systems