The positioning information would be anonymised. The article doesn't say whether all the mobile network operators would provide the data - Vodafone already does something similar for TomTom in a number of countries. The technology is already deployed in Singapore.
The article doesn't say what the Highways Agency plans to use the data for. It could be part of a real-time traffic management system, which would help to reduce congestion and therefore, by extension, energy consumption and carbon emissions; or it could be for planning purposes. Anyone know any more?
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