Creating Customers

Abstract

The purpose of this article is to emphasize the importance of attracting customers. That is the first order truth of any enterprise. Leveraging technology is a key in resuscitating the transportation industry, and the public transit systems are an attractive opportunity to implement several rather low-end technologies. Indeed, the real challenges to applying technology to all modes of transportation are institutional. We can use similar existing technology to change the pricing of highway services and begin to price what were perceived as public goods as private goods.