connected to the supply side. The supply side consists of
companies that deliver these services and products. Supply
side represents the “true” size of the market as it is
observed since it can be assumed that the aggregate
turnover these companies also meets the minimum demand:
if there would not be true demand, there would not
be any turnover, obviously. The observed supply, however,
does not reveal whether there is any unsatisfied
demand for ITS products and services. The first logical
assumption is that there is always to some extent this
type of unmet demand. The structure of the market will
be described by positioning the companies that supply
ITS in an industry value chain constructed particularly
for this study. The value chain structure follows the traditional
principles that of Porter [8].