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m.logistics Magazine | On Track & On Target | Trafficlink rebrands as INRIX, launches new services

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9 March 2012

Trafficlink rebrands as INRIX, launches new services

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Trafficlink, the service that delivers live traffic information to UK broadcasters and other businesses, has been rebranded INRIX, reflecting the name of its new parent, and announced a range of new services.

Trafficlink was a subsidiary of ITIS Holdings, the traffic recording and measurement specialist, which was delisted from the stock market three years ago, and acquired by US-based INRIX for £38 million in 2011.

Until now Trafficlink has retained its original identity, but now it is being brought into the corporate fold.

This is not just a rebranding, though. According to Bill Schwebel, INRIX senior vice president of marketing and product management: "We're going to start offering broadcasters a host of new and improved services designed to help them better serve the country’s 34 million drivers."

He says there will be immediate benefits in terms of more accurate, up-to-the-minute traffic reports as well as detailed analysis of traffic news events due to weather, accidents and other incidents.

And in what is said to be an industry first, INRIX will begin also begin offering drivers unique insight into what they can expect on the road – hours, days or even weeks in advance.

ITIS was formed in the 1990s, and grew to be one of the UK’s leading traffic data specialists. It was early to use a technique that INRIX is now calling "crowd-sourcing" – namely gathering data from vehicles in daily use to form a highly granular picture of traffic conditions across the country.

Historic ITIS data is also supplied through third-party specialists such as MapMechanics to enhance the accuracy of mapping, modelling and scheduling applications.

INRIX has built up similar expertise in the United States, where its data is supplied to broadcasters, vehicle manufacturers, public authorities and private businesses.

Customers include satnav companies such as Navigon and mapping specialists such as MapQuest and Tele Atlas.


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