Intertraffic’s ITSUP event for smart mobility startups promises to be another fascinating gathering of some of the sector’s most intelligent new ideas and the brains behind them. Ing Laura Coconea PhD, ITSUP sponsors SWARCO AG’s head of ITS Technology and Innovation, tells us what sets potentially successful startups apart and why the SWARCO Challenge is all about collaboration .
Two questions: Are you a startup in the field of smart mobility? Do you want to get in contact with business leaders, stakeholders, potential partners and investors? Then ITSUP, the event for smart mobility startups at Intertraffic Amsterdam 2024 is the ideal platform for you. With only a few days to go before the doors at the RAI open for Intertraffic business on 16 April, an incredible array of some of the most forward-thinking and innovative startups in the smart mobility arena are preparing to make the very most of an extraordinary opportunity.
At ITSUP each startup will have its own exhibit area, and the event’s open stages are designed to facilitate pitches and presentations. All you need is to have been in operation for five years or less, have a solid business plan and a genuinely innovative intelligent and feasible solution that is globally applicable and hyper-scalable. Sounds simple enough?
An integral part of ITSUP is the SWARCO Challenge, an initiative that aims to foster collaboration among diverse startups, focusing on sustainability and road safety. So what was SWARCO’s modus operandi? What are Intertraffic’s Gold sponsor looking to get out of putting their name to ITSUP? Are they looking for potential future partners for future collaborations?
“Why are we sponsoring?” Laura Coconea, SWARCO’s head of ITS Technology and Innovation fires back. “There are two dimensions. On one hand, it’s about committing to transparent exploration, along with young talents, of new ways to create value in improving the travel experience for us all. On the other hand, of course, we want to be the first ones to know the outstanding news in this field – so staying close to innovation feels like the right thing to do.”.
“This is why, together with the sponsorship we are also launching a Challenge. We want to improve quality of life through collaboration and innovation: this initiative is fuelling our mission, creating a better transport experience. With respect to the previous Challenge [ITSUP 2022 also powered by SWARCO] we have amazing news that will take the winner(s) on a memorable joint deployment journey.”
We want to improve quality of life through collaboration and innovation: this initiative is fuelling our mission, creating a better transport experience
STARTUPS: RISING TO THE CHALLENGE
Through the Challenge, SWARCO, in collaboration with selected cities, have defined specific themes and ITSUP participants are tasked with crafting a Proof of Concept during Intertraffic Amsterdam, guided by SWARCO's experts. Startups will present ideas and engage with cities’ needs, aiming to transition the winning concept from idea to implementation with SWARCO’s support ensuring shared progress through innovation and partnerships.
Those new ideas are often, although not exclusively, the territory of how shall put this without insulting half of those reading this article… younger people (not that that was necessarily the case with the 2022 winners MicroTraffic) who have a new way of thinking about smart mobility and more importantly are not weighed down by baggage from previous experiences.
“Exactly,” says Coconea. “But on the other hand what we've learned throughout the past years, is that the ITS world is not moving very fast. We had this wave of startups some years ago, where we foresaw that everything seemed to be quickly transforming (data-driven approach, service-based business, seamless mobility were the buzz words), but here we are in 2024 and our sector is still quite traditional,” she opines. “We believe in innovation, but we acknowledge the fact that only a very small amount of new players actually make it.”
We believe in innovation, but we acknowledge the fact that only a very small amount of new players actually make it
EXPERT OPINION ON TAP
When Coconea and her team take a closer look at this current crop of ITSUP startups, is it possible (or even feasible) to identify those that might have really interesting and ultimately profitable futures ahead of them, or is it a matter of having to spend time with them all on the exhibition floor?
“We want everybody to be as prepared as possible so they can enjoy the show, but also be fully focused on the challenge. We give all the ITSUP startups access to our experts to provide the information and support they might need before the show,” she explains. “The premise of supporting ITSUP is to explore the idea of working together deploying something, testing something in a real life environment in collaboration with a city. This is really valuable experience for the potential winners to get their hands dirty in the real world.”
Coconea adds: “You can get a good first impression of an idea right away. But if you are thinking about which startup will make it, then of course we have to evaluate not only how innovative the idea is, but how it can work within the ITS ecosystem which is very specific and very local. Each city has very specific needs and legacy systems to evolve and to integrate with, and this makes it very challenging for new players in this area.”
Thinking about which startup will make it, we have to evaluate not only how innovative the idea is, but how it can work within the ITS ecosystem
GETTING DOWN TO BUSINESS
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One of the main tenets of qualification for ITSUP is that the solution has a ‘solid business model’, but there are other elements to the process that are just as essential for a successful startup.
“You can evaluate at a glance, of course, but nevertheless it's important to have to hear the pitch and to visit them in person to go a little bit more in depth beyond the first shiny words,” the Italy-based engineer explains. “This is why we have these two elements on how to evaluate. The pitches and interaction might be more superficial but the point where we look at them and their solutions more deeply is where we actually challenge them to work together.”
The increased emphasis on openness in the ITS sector is also one of the driving factors behind SWARCO’s continued support of the initiative.
“One of the reasons we are sponsoring ITSUP again is because we are interested in collaboration and cooperation. We are starting to move towards understanding – and living - the importance of openness,” she says. “And of course, it starts from the business models but the big players have the tendency to be traditionally more closed, and we now need to move towards a more open approach.”
When you discuss startups in a general context one of the most underrated facets of a potentially successful new solution is its marketing “chops”. Anyone who has worked with or mentored startups can attest to the notion that the difference between success and failure can often be something as small as a better tagline.
The big players have the tendency to be traditionally more closed, and we now need to move towards a more open approach
Coconea laughs. “That made me smile, because I was about to add something about understanding the market as I think this is a challenge for them. I guess it's related to scaling up. So many times I have seen good ideas that were working in prototype or in a very limited reality, but when it comes to scaling up it wasn’t sustainable in the long term. Success can also depend on the vision of the startup’s leader - is the idea too big or too wide or unfocused to solve that specific problem?”
NEW LIGHT THROUGH OLD WINDOWS
How important is it for startups to come into the ITS sector with fresh eyes and not hampered by what has happened, or not happened, previously. To a newcomer the disclaimer of ‘we’ve never done it like this before’ doesn’t hold much water.
“We are very much tied to our own reality and I think that this
makes it more difficult for us to think about new things in a different way because we are so in love with our solutions, portfolio, ideas and so on. Startups are able to, and should, look into the future, but they should not ignore our past achievements,” she maintains. “I think there are various elements that can be shapeable, or where they can learn through coaching and support, but if you don't consider scalability or viable business models, then even with all the coaching in the world you cannot make your solution a success.”
We are very much tied to our own reality and I think this
makes it more difficult for us to think about new things in a different way
What happens after the doors of Intertraffic 2024 close and the contractors start pulling up the carpet and ushering visitors and exhibitors out of the way of their stand dismantling equipment? How will SWARCO measure a successful ITSUP come the end of May, for example?
“This is all about inspiration,” she replies. “I guess everybody goes to Intertraffic for inspiration but as far as ITSUP is concerned we are interested in new approaches and talents. What would make it a success would be to have some tangible results out of our Challenge. We worked very intensely with MicroTraffic who won the 2022 Challenge that resulted in a joint showcase at the ITS World Congress [before the winners were snapped up by Miovision].
“What we as SWARCO offer to the winners is not only working together but implementing or deploying a joint solution in a big European city. Of course, inspiration, talent and ideas are vital elements but we really want and need to get tangible results,” she continues. “And we also encourage collaboration among the ITSUP startups. We want to promote an ecosystem approach where everyone brings something to the party.”
