Peter Cullen, Travel Information Manager at Transport Scotland, presented on Traffic Scotland's information service. The service provides accurate, timely, and consistent travel information across multiple platforms tailored to users' needs. This includes information on roadworks, accidents, congestion, journey times, and alternatives to help drivers make informed travel decisions. Traffic Scotland aims to influence demand, improve reliability, reduce disruption, minimize congestion, and enhance safety. Key challenges include effectively communicating with users across changing technologies and social media while maintaining consistency of information.

1. Peter Cullen
Travel Information Manager
Transport Scotland
Traffic Scotland
Delivery of Traffic and travel information on
the strategic road network .. A service
for all seasons and all reasons
Peter Cullen, Travel Information Manager, Transport
Scotland

2. Presentation
Description of Traffic Scotland Information Service
Delivery Platforms
Use of Social Media
Supporting sustainability
Challenges
The Future

3. ITS Policy Drivers

4. Strategic approach
We to adopt a strategic approach to investment and development which
fits with both European and Domestic policy and exploits technology
innovation for the benefit of our user
Strategic plan sets out:
Objectives
Communication channels
Content, messaging and tone of voice
Promotion and marketing
Campaign development using existing channels to support campaigns
Evaluation and continuous improvement
Awards demonstrating a world-class service and celebrating success

5. Traffic Scotland Information Service
Traffic Scotland Information Service s (TSIS) provides information which is:
Accurate
Timely
Consistent across platforms
Tailored to the needs of users
Includes up-to-date information to the travelling public on road works,
accidents, congestion, journey times, planned events, public transport
alternatives, weather, park and ride facilities etc.
This enables drivers to make informed decisions as to the timing, routing
and travel mode for current or future journeys.
Traffic Scotland uses this information to:
influence user demand on the network;
improve journey time reliability;
contribute to reduction in disruption caused by incidents and events;
minimise the effects of congestion; and
improve the safety and efficiency of the road network.

6. Key issues
Effective communication with our users is vital
Real time information must follow the narrative of events as they
evolve
Trend is away from static channels on fixed infrastructure towards
always connected mobile devices
Facilitates the use of social media
This opens up the opportunity for better integration and
collaboration between key partners when delivering information
A more open relationship with user
However, multiple channels and more content demands more
effort to personalise communication
Focus is required on consistency between social media and other
information systems

7. Traffic Scotland Operating
Company
Transport Scotland
CCTV
Transfer incidents. Request
support and co-ordinate
response.
Strathclyde now connected
via Emergency
SOS Telephones
Control/Operate
Monitor Traffic Flow
Control/Operate
Policing Purposes
Gantry Signals
Set Signals
SOS Emergency
SOS
Telephones
Media Groups
Police Patrols
Trunk Road Support
Incident Support
Co- ordination
at scene
Liaison/Transfer
of information on
Liaison/Transfer of
information on
incidents/severe
weather.
Incident/Resource status
Command & Control
Command & Control
Incident/Resource status
Disseminate
Information
Police
Scotland
Co- ordinate Traffic
Management
Transfer Information
Trunk Road
Other Emergency/
Emergency Services
Request assistance
for major incidents
Motorists
Incident Report
via 999
Road works
Stakeholder management

8. Reimagining Computing Devices
THEN (Desktops /
Notebooks)
NOW
(Tablets /
Smartphones)
NOW
(Tablets / Smartphones)

9. Communications

10. 10
Growth of user access to
internet using smart devices

11. Innovative Traveller
Information Services

12. Traffic Scotland Information
Hierarchy & Service Platforms Potential Audience Reach
Max delivered to date 115m page impressions in
month of Dec 2010 equates to 1.1m distinct IP
addresses Resilient to spike demand.
At the peak this can reach 100,000 contacts a month
(in addition to traffic news consumed by local and commercial radio)
Currently 476,130 downloads for
iPhone/ Android/Blackberry/Windows7/Kindle Fire
Stats feed through to TS website usage
Traffic Scotland Twitter currently circa 60,000 followers
and follows 658 partners
25,232 calls annually
However dramatic seasonal and event driven spikes in demand
Automated messages includes Traffic Scotland Radio
271 VMS and currently
3 TS kiosks locations: Gretna Green (A74);
Ballinluig Services (A9) and Harthill Service (M8)
Pre-Trip/On trip
On-Trip

13. 13
TSIS Smartphone* and Mobile Services
* Available on Iphone/Android/Blackberry/Windows
7/
Kindle Fire

14. Traffic Scotland Mobile Service
Smart devices offer chance to improve the way information
is presented and delivered to users
Traffic Scotland works in close partnership with Traveline
Scotland to expand and integrate on the move travel
applications
Unique Smartphone app integrates public transport and
traffic information in Scotland on a single device which the
user carries with them

15. TS Mobile Service
Mobile TS website features:
- What's near me
Real-time information relevant to the users location and distances to events
Map based views
- Traffic Condition information (current incidents, roadworks, journey times, LEVs etc)
- Park and Ride
- Weather station data
- Winter precautionary treatment plans
- Specialised Information for HGV users (lorry parks, height and weight restrictions)
- Campaigns (such as winter driving)
- Bookmarking
- Links to third party traffic/journey planning mobile applications
- Internet traffic radio Traffic Scotland Radio including 5 regional feeds
- Emergency Roadside Telephones
Subsequent Phases
Further personalisation, alerts and pushing information

16. Challenge of Mobile Technologies and Social Media
Smartphones/tablets are the device of choice
High expectations of users in terms of content and connectivity
Danger of information overload
Variations in connectivity & data transmission
Growth in social media
Response
My Traffic Scotland -personalised content
Increased investment in back office systems
Build upon improvements already delivered
Expand Live Traffic Camera and journey times by route
Regionalised Traffic Scotland Radio Service

17. Traffic Scotland: Use of Social Media
Traffic Scotland service an early adopter of social media
Twitter Account established in 2009
Initially used automated tweets: communication one way only
Introduced multiple social bookmarking e.g. Reddit, Facebook, Twitter
etc
Growing demand required additional staff resources to respond to
always connected user
Now delivers two way communication including jambuster information
To enrich content Tweets use pictures, audio and signposting to other
resources
We use other information channels and key stakeholder relationships to
promote Twitter account and other platforms
User demand for more and better targetted information on the move
will drive development
No one is an expert but you can learn from others

18. Use of Social Media

19. Use of Social Media
Ideal for instant personal communication
with users
Two way communication is resource
intensive: it needs 24/7/365 commitment
Provides a direct channel to customer for
more frequent updates
Uses concept of a trusted friend and
provides human face to organisation
Good for spotting and quickly correcting
mis-information
Ideal for viral marketing and user
engagement
We are still on a learning curve

20. Advice to users to drive efficiently include:
Staying within speed limits
Fuel economy (correct tyre inflation)
Signposting Park and Ride
Promoting lift sharing
Highlighting information which promotes public transport
Providing real time journey time information on desktop and mobile applications and on VMS
to influence driver behaviour
Featuring a carbon calculator to compare travel modes to indicate the most fuel efficient way of
getting to your destination with the least carbon impact
Future potential to use monitoring of environmental conditions to dictate key messages to the
user (pushing users to park and ride, public transport, varying speeds)
Emerging smart/future city projects will use travel demand management to influence users e.g.
publicising electric vehicle charging network, variable car parking prices
refining our information by personalising it to the users regular/current journeys
Traffic Messages which support sustainable
travel

21. Real time journey times
supporting effective
network monitoring and
operations.

22. Air Quality and
Environmental Monitoring
Scottish Sensor Rotation Programme which
supports Investigation, Monitoring, Assessing,
Improving Environmental Quality.

23. 2310 May 2013 INTERNAL Transportation
Systems Webinar
Plenary Sessions.
Technology Innovation.

24. Smarter Delivery of Information
Connected Vehicles