Traffic.com Data Business Model ITS America 2006 Annual Meeting Isn’t It Time?

Traffic.comTraffic.comData Business ModelData Business Model

ITS America ITS America 2006 Annual Meeting2006 Annual Meeting

Isn’t It Time?Isn’t It Time?

© Traffic.com, Inc. 2006 2

The Overall BusinessThe Overall Business

ProvidingProviding

A Bridge Between A Bridge Between Multiple Sources of Traffic Data Multiple Sources of Traffic Data

and and

The Needs of Users and Public AgenciesThe Needs of Users and Public Agencies


Traffic.com: Four Part Business ModelTraffic.com: Four Part Business Model

1. Data model: expand coverage, fill gaps, add value for real-time and archived data

2. Government model: gather and improve agency data, barter ROW for additional coverage with data services; seek revenue opportunities that complement

3. Commercial model: provide high quality data feeds for bartered advertising space (TV and radio) or cash

4. Consumer model: provide services free to consumer (supported by service provider or by advertising)


1. Traffic.com Data Model1. Traffic.com Data Model

Processing

In-Vehicle

Wireless

Delivery

Internet

Television

Radio

Incident and Event Data

DOT Sensor / Flow Data

Traffic.com Sensor Network

Other Sources (e.g. Probe Data)

Collection

Stakeholders


2. Government Data Model2. Government Data Model

Federal ITIP/TTID Part 1 Program for Traffic Data

$2 million @ for data services in 27 metro areas– Traffic.com’s sensors now operate in thirteen U.S. cities covering 7,150 lane miles. – Four cities under design and construction adding another 1,600 lane miles. – In March 2006, USDOT selected ten more cities to participate in the program that is

being built and operated by Traffic.com.

Public/private partnership

Traffic.com deploys, operates and maintains sensor network

No O&M costs to Agency.

Revenue share is re-dedicated to ITS.

Agencies get unlimited real-time/archived data for internal use


2. Government Sensors2. Government Sensors


2. TTID Sensors2. TTID Sensors

Lane-by-lane data Data collected every 60 seconds Average speed, total volume, lane occupancy, & vehicle

classification Up to four vehicle classifications

– Non-commercial– Single-unit commercial– Single-trailer commercial– Multi-trailer commercial

Technology– Solar Powered– Wireless Communications– Modular Components– Non-Intrusive– Covers All Lanes– High Reliability– Workzone Safety


2. Benefits From Government Model2. Benefits From Government Model

No cost - no risk to participating agencies– USDOT pays Traffic.com $2 million to provide traffic information

– No software, maintenance or operating costs

– Revenue reinvested in system

Additional data and software applications– Provides additional information to agencies and public

– Real-time data and software applications

– Performance/archived data for planning and operations


3. Television Sponsorship Stations3. Television Sponsorship Stations

95 % of the Top 26 Markets NeXgen 3-D Flythrough Capability

KTNV

KCNCKUTV

KNXV

KCPQ

KATU

KCRA

KQCA

KNTV

KPIX

KTSF

KTLA

KCBS

KGTV

KEYEKPRC

WFAA

KTVT

WTSP

WSVN

WFOR

WBFS

WESH

WKMGWAGA

WLWT

KMOV

KTVI

KSTP

WCCO

WMAQ

WFLD

WBBM

CLTV

WDIV

WWJ

WKDB

WTAE

WPXI

KDKA

WNPA

PCNC

WBAL

WMAR

WJZ

WCAU

KYW

WPSG

WPVI

WHDH

WCBS

WPIX

WJAR


3. Example of NeXgen 3D3. Example of NeXgen 3D

Launch


3. Commercial Business Model- Radio3. Commercial Business Model- Radio

Sponsorships are live read

Adjacent to engaging, local content

Separated from clutter

High content retention

Changed easily for flexible messaging

Our traffic information is the best in the industry

Select radio partners…Select radio partners…Select radio partners…Select radio partners…

Engaging the listener on-airEngaging the listener on-air

Radio :10 Radio :10


3. Commercial Model: Telematics & Wireless3. Commercial Model: Telematics & Wireless

• Maps (Travel Times & Speeds)

• Alerts

• SMS, MMS

• RDS / TMC Feeds


Licenses Traffic Data for Use on XM Satellite Radioin 21 Major Markets with 5 Million Subscribers

3. Commercial Traffic Data Services 3. Commercial Traffic Data Services

Licenses Traffic Data for Use in VIAMOTO Solutions a Cell Phone-Based Traffic and Navigation System

Licenses Traffic Data for In-Vehicle Service, Distributed by XM Satellite Radio and Sirius Satellite Radio

Licenses Traffic Data for Use on www.comcast.net, Providing Access to 7+ Million Broadband Users

Licenses Traffic Data for Use on www.weather.com, The Weather Channel and Weatherscan with 20+ Million Visitors / Unique Viewers


4. The Consumer- Continuing Content4. The Consumer- Continuing Content

Starting the DayStarting the DayBroadbandBroadband

Mobile EmailMobile Email

Voice AlertVoice Alert

TV/RadioTV/Radio

Commute HomeCommute HomeDesktop, Mobile EmailDesktop, Mobile Email


BroadbandBroadband

SMSSMS

Mid DayMid DayDesktop, Mobile EmailDesktop, Mobile Email


SMSSMS

On-air, online and on-the-goOn-air, online and on-the-go


4. web- www.traffic.com4. web- www.traffic.com

my Traffic.com Personalized Content

Jam Factor - Convenient and Comprehensive Traffic Measuring Standard

Email, Phone andPDA Alerts

The Hub for Personalization andThe Hub for Personalization andGateway to Wireless ServicesGateway to Wireless Services


4. MyTraffic 4. MyTraffic PersonalizedPersonalized Traffic Reports Traffic Reports

Detailed Reports on Personal Drives

Richest, Most Accurate Real-Time Traffic Data Available

Features Traffic.com’s Jam Factorsm Report:

Metro-Targeted Advertising


4. MyTraffic Mobile

MyTraffic By Phone: Interactive Voice Service

— automated outbound calls— inbound queries

Alerts for MyTraffic Commutes Current Conditions Reports Ad Hoc Routes Send to a Friend

Wireless Application Cell Phone Users Downloadable Java or BREW App MyTraffic Personalized Reports Rich Format Reports and Alerts Streaming Video Traffic Flythroughs


4. MyTraffic Email Alerts4. MyTraffic Email Alerts

Two types of Outbound HTML Messages:

– Current Conditions Reports– Alerts

Current Conditions Reports:– Sent at pre-defined times– Contain Commute Summary of selected

Commutes– Link back to MyTraffic Web

Alerts:– Event driven– Sent based on thresholds set by user– Link back to MyTraffic Web

Promotional Opportunities


4. Wireless and Voice Advertising4. Wireless and Voice Advertising

my Traffic.com™my Traffic.com™my Traffic.com™my Traffic.com™

Personalized services delivered to users when where and how they prefer

HTML and Mobile Text E-mails

Outbound Phone and Email Alerts Sent Based Upon User-Defined Criteria

Inbound calls for on demand updates

Voice sponsorship allows direct connect to advertiser’s telephone number

Alerts are targetable to roadways and exits

Engaging the consumer on-the-goEngaging the consumer on-the-go


4. Traffic.com Advertisers4. Traffic.com Advertisers

Select examples …Select examples …Select examples …Select examples …


Summary- Success of Data ModelSummary- Success of Data Model

Successful ITIP/TTID Deployments/Contracts:– Baltimore, Boston, Chicago, Detroit, D.C., Los Angeles, Oklahoma City,

Philadelphia, Phoenix, Pittsburgh, Providence, St. Louis, San Diego, Seattle, Salt Lake City, San Francisco Bay Area, Tampa

Additional DOT/Agency Data Integration: – Atlanta, Dallas, Houston, Milwaukee, Minneapolis, NY/NJ, Sacramento

Traditional Traffic Gathering Operations – 40 metros

TV and Radio Market Penetration– Nationwide: >40 TV stations; >100 radio stations; XM Satellite Radio; The

Weather Channel

XM NavTraffic – 2005 Acura RL and Cadillac CTS

Motorola VIAMOTO

Tampa 511 Voice and Web


Closing FactsClosing Facts

Traffic is our only business

Providing solutions to markets including:– Broadcast Media, Consumer, Government and In-Vehicle

Incorporated in 1998 with 500+ employees

Contractor for data services under $54 million USDOT ITIP/TTID program

Customers include more than one hundred independent radio stations and over 50 television and cable stations:

– The Weather Channel®, Motorola's VIAMOTO™ Solutions, XM Satellite Radio, XM NavTraffic for the Acura RL and Cadillac CTS, Cox Radio Stations, Bonneville Radio, Emmis Communications, and Viacom's CBS owned and operated television stations

Traffic.com offers consumers direct access to dynamic, interactive, traffic solutions with convenient my Traffic.com services

Currently, Traffic.com serves 40 major metropolitan areas throughout the U.S. covering over 64 million commuters


Successful Public/Private Partnerships

www.traffic.com

Documents

Traffic.com Data Business Model ITS America 2006 Annual Meeting Isn’t It Time?