Potential market

PART B: valorisation plan

SECTION I: The product



The innovation potential of this product is related to:


  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify why this potential product constitutes an innovation offer

The innovation potential of this product is related both to technology-driven and market-driven innovation.


On one side, Innov@ctors staff has developed know how and research experience in security systems development within the Dynamic Systems Laboratory (Department of Electrical, Management and Mechanical Engineering of the University of Udine).


On the other side, the need of transport security is rising. According to the European Transport Safety Council (ETSC), there are over 1.3 million road crashes in the EU each year that kill approximately 36,000 (2009 data) EU citizens, the population of an average European town; or 100 people every day – the equivalent of a medium-sized plane accident with no survivors.  In particular over 3,200 people are killed annually on EU motorway.







What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify what new this potential product constitutes in accordance to the existing market status.

The added value for the end-user are better technical characteristics of the product.

More in detail, Noise Congestion Detector signalizes congestions without the need of operators and provides more advanced functionalities than the competing systems.






What is the Unique Sales Proposition of the potential product?
Note: What makes your product unique in marketing terms? This helps your prospects to understand why they should buy from you rather than other existing product options.

An innovative system for the traffic detection on roadways and highways.

Through acoustic sensors on the pavement surface and luminous sensors, the system is able to detect traffic congestions in real-time. The system doesn’t require the identification of the vehicle.







SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global þ

Please describe the characteristics of your target market.

Note: Define the market range, the size of the target market (if possible) in terms of maximum product units

The product is targeted for a global market.

The system is directed to public companies and concessionaires for motorway construction and management and for related transport services. In Italy, for example, there are 24 concessionaires for the motorways management.





How the product is characterized from the following options? Number of companies producing similar products in the field.

• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential


The product can be considered as “leading”. Current Intelligent Transportation Systems (ITS) require the deployment of infrastructure sensors to monitor traffic conditions.

There are papers presenting acoustic sensing based techniques, for near real time congestion monitoring on chaotic roads, at a moderate cost.







What type of market demand will be satisfied?

• Existing demand – the market is already developed

• hidden (latent) demand – the market has yet to be developed

The product satisfies an existing demand of traffic safety and management.

According to the European Union Road Federation (ERF), the road infrastructure sector is currently facing important challenges with respect to road safety, mobility of persons, goods and services and the environment. These challenges become even more significant if we take into account some crucial elements, such as the increasing demand for mobility, the ageing population and the constantly growing part of citizens living in an urban environment.

The ERF strongly believes that a better road infrastructure can bring valuable answers to these challenges, by not only increasing the safety and improving mobility, but also by reducing the environmental impact of road transport, congestion and CO2 emissions.

In particular, there is a strong interest in theoretical, experimental and operational aspects of electrical and electronics engineering and information technologies as applied to Intelligent Transportation System (ITS), defined as those systems utilizing synergistic technologies and systems engineering concepts to develop and improve transportation systems of all kinds.






What is the current stage of the product’s market life cycle?

• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

Note: At this point we refer to the life cycle of the market related to the product. I.e. a product based on a new technology area (e.g. solar energy cars) is considered to be in the first phase of the life cycle when e.g. a typical TV set is in the maturity phase
The current stage of the product’s market life cycle is Growth.

According to Guillaume Leduc in “Road Traffic Data: Collection Methods and Applications”, the development of Intelligent Transportation Systems (ITS) requires high quality traffic information in real-time. For several years, under growing pressure for improving traffic management, collecting traffic data methods have been evolving considerably and the access to real-time traffic information is becoming routine worldwide.

After years of use and improvements, fixed sensors technologies (e.g. inductive loops) are mature and well recognised to provide precise and relevant data on the current traffic situation e.g. vehicle speed and traffic flow. New technologies (e.g. acoustics and radar) are particularly efficient.

However, fixed sensors can generate high costs for setting up and maintaining the required infrastructure. It is also a disadvantage that such technologies, for practical reasons, have extremely limited local areas of use, so that a huge number of devices must be installed to determine the traffic situation in a wide area. Travel times are difficult to estimate with good precision, especially in urban areas.

Over last years, alternative technologies have emerged which seem able to overcome some of these problems. Collecting real-time traffic data by tracking vehicle position is one of them.





Strategic partnerships (existing or potential).

At the moment there are not existing partnerships for the system’s development.

In the past, at the beginning of the system’s development path, there was a relationship with a concessionaire for motorway construction and management.



SECTION 3: The Competition



What is the competition within your target market?
Note: Refer to other companies producing the same product
There is a number of companies that develop on-road traffic congestion systems (a limited number of them produce an acoustic on-road system).

An example is:

  • Traffic Tech (UK) is a global leader in traffic technology providing solutions for the management of vehicles and pedestrians traffic flow. Traffic Tech originated from the development of the EzyLoops system, a preformed inductive vehicle detection system renowned for its high performance as both a sub-surface and surface-mounted vehicle-detection system. Over the years the company has grown to include the distribution of unique high-quality traffic safety products supplied to the civil and road traffic technology industry.





What competitive advantages will the introduction of the new product ensue?

• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

The introduction of this system in the market will ensue a product differentiation.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The potential price policy is average price.







Potential products will be marketed:

• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market


The product will been marketed to free markets.






SECTION 4: Indicators


Estimated cost of the new products n.a.
Expected market volume (potential / maximum number of users) In Italy 50/500 users, with 5 product each
Expected sales volume 50 in the first 3 years in Italy
Expected market share of the company (proportion between sales and total company sales in the relevant market) 10%



Please encircle as appropriate.



Added-value potential 1 X2 3 4 5
Size of future market demand 1 X2 3 4 5
Competitive positioning of the product 1 X2 3 4 5


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