Cloud Amber wins funding in UK government’s low emission transport program


A Berkshire-based developer of environmentally-aware transportation software products, Cloud Amber, has revealed its success in the UK government’s Low Emission Freight and Logistics Trial, which aims to demonstrate new technologies and to encourage the widespread introduction of low and zero emission vehicles to UK fleets.

As one of only 20 organizations selected to receive a share in the £20m (US$25m) program, Cloud Amber (an Idox company) was recognized as an organization capable of supporting the government’s target to cut emissions and improve air quality. The company’s products enable traffic managers to model, monitor and control the environmental effects of travel, as well as reduce congestion to maximize the use of a limited road network. It also provides products and services relating to accidents, roadworks, congestion, air quality, and the state of the road network in general, to empower road users to make informed travel decisions by avoiding congestion hotspots.

The winning project, developed by Cloud Amber in conjunction with Checkedsafe, which develops apps and web-based reporting systems with integrated compliance and safety applications for fleets, is centered around ground-breaking smartphone application Greenwave. Cloud Amber says Greenwave is the only solution of its type in existence, as the application uses traffic signal data to transform fleet driver behavior by encouraging them to drive in a more efficient manner via gamification. Drivers are awarded a green score each time they drive, based on both their driving style and how they approach traffic signals. Points accumulate over the month, with a monthly league board rewarding the driver with the highest score. The system will be deployed as a trial on 12 Masternaut-equipped vehicles in Amey’s Birmingham Highways utility contract over a six-month period to monitor the impact on MPG and vehicle emissions. The aim being to deliver a 10% reduction in monthly fuel costs and CO? emissions.

“The development of Greenwave demonstrates that we are committed to supporting the government’s agenda to meeting the UK’s CO? reduction and zero emission targets,” said Richard Thurbin, Cloud Amber’s head of transport. “There is no known solution of this type in existence, which uses data feeds from existing infrastructure to provide drivers with live updates enabling them to change their driving style. We are excited to see what the future will hold for this type of innovative, transport management solution.”

UK Transport Minister John Hayes commented, “It is fantastic that Cloud Amber is willing to explore low and zero emission technologies, which will help improve air quality and reduce pollution in towns and cities. This is yet another important significant step toward this government’s commitment to reducing carbon emissions from transport to help tackle climate change. We are already making headway through our investment in low emission vehicles, greener public transport, and walking and cycling, as well as grants for innovative advanced biofuels projects.”

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About Author


Tom has edited Traffic Technology International (TTi) magazine and its Traffic Technology Today website since May 2014. During his time at the title, he has interviewed some of the top transportation chiefs at public agencies around the world as well as CEOs of leading multinationals and ground-breaking start-ups. Tom's earlier career saw him working on some the UK's leading consumer magazine titles. He has a law degree from the London School of Economics (LSE).