As Buffalo braces for another snowbound season, new technology is helping residents navigate winter conditions on the road.
Last week, the New York State Thruway Authority announced it is launching a pilot program with iCone Products, creator of an internet of RoadWork (IoR) network, to alert drivers of roadside snowplows and other construction equipment via alerts on Google Maps, Waze, and other navigation apps.
But the program goes far beyond central New York. What iCone is building is part of one of the auto industry’s most significant safety advancements since seat belts, air bags, anti-lock brakes, and rearview video systems — one that could save thousands of lives through cutting-edge car technology amid major road infrastructure work and driverless cars.
The roadside technology network overseen by iCone — already used in 45 states, may soon find its way into cars from Tesla Inc., General Motors Co., and Ford Motor Co.
Anecdotally, studies out of Purdue University show a 25% reduction in emergency braking near work zones because of technology like iCone, based on data from automakers. And with more cars equipped with such sensors, it will be even safer to drive, company officials say.
Meanwhile, automatic emergency braking is improving, according to a recent study conducted by AAA. It found that 100% of the 2024 vehicles braked before a collision, compared with 51% of older vehicles.
Onboard car technology detailing upcoming hazards should be as ubiquitous as standard safety features like airbags and anti-lock brakes, said Ross Sheckler, president and chief technology officer at iCone. “One of the trends in the highway space is all of the work trucks and construction zones are being digitized,” Sheckler said in an interview.
“This is one of those things where you realize the ease of doing it for the safety of drivers and construction workers,” he added. “And not getting the companies lined up sooner, I am kind of offended. People spend $50,000 or $60,000 on a car, and they deserve the best features possible.”
What iCone has done for years is provide a digital version of the classic flashing arrow panels to signify a closed lane or equipment up ahead on the road.
“Our kids know where their friends and family are from apps on their phones,” Sheckler said. “Our friends know where we are. Why not know where construction sites are on a road, especially during the holiday season, when so many folks and snowplows are on the road? The auto industry has to address it.”
The company’s ConnectedTech products collects real-time information on road conditions and alerts drivers via their smartphones and cars’ Bluetooth. The technology is used to monitor road construction, emergency operations and road maintenance for the safety of commuters and roadway workers.
Thruway Authority officials said if the pilot program works, they will consider installing iCone devices in all Thruway Authority plow trucks.
“All those things that direct you through construction, we try to mark all of that stuff” with our technology, Sheckler said. It’s going to take a while but it is catching on. A lot of the contractors want their employees safe.”
While Alphabet Inc.’s Google and Waze have done a good job of adopting the technology, car makers have lagged while spending most of their R&D on electric vehicles, he said. But with EV losing some luster, Tesla, GM and Ford have engaged in talks with iCone about adopting roadside-safety technology.
“We have worked in this space for years, originating in truck tracking,” Sheckler said. “As we made the transition to all vehicles, there is no reason why we can’t bring caution signs on highways and roads to car dashboards,” he said.
