Business scenarios for Virtual Traffic Lights

Virtual Traffic Lights (VTL) is a novel technology which aims to provide ubiquitous traffic intersection control by removing physical traffic lights and placing them inside vehicles. It has already been proven, through simulation, that VTL is capable of significantly increasing traffic flow and reduce CO2-emissions and fuel consumption for individual vehicles. To ensure a streamlined transition from traditional physical traffic lights to VTL, several issues must be addressed. This thesis addresses the issues regarding the business related aspects and migration of VTL. To provide alternatives for migration and a business model for VTL, the ecosystem of included actors surrounding VTL is presented and explained. Benefits different actors will experience from the introduction of VTL is also presented. The current state of the adoption of VTL and the technologies to facilitate adoption, is presented along with how central actors might react to different scenarios regarding the adoption of VTL using economic theory. Further, a business model for the service is proposed using the Osterwalder business model canvas. In the business model it is proposed that the company taking VTL to market will work as a software company, and it is proposed to distribute the service as Software As A Service (SAAS). It is further concluded that the deployment of VTL requires action from governmental level to ensure interoperability and to facilitate ubiquitous deployment. Lastly, further work regarding VTL is proposed based on the research potential discovered through working with the business aspects of the service