Fast forward a decade to a time when there are predicted to be nearly 50 billion internet-connected Machine-to-Machine (M2M) devices. ITS America predicts a billion or more of these so-called "internet-of-things" devices will be either "smart" cars or "intelligent" transportation devices. But for "Big Data" to fulfill its promise in transportation, cultivating data will not be enough - it must be harvested, stored, processed and brought to market to be of value. The market for such data is just beginning to emerge.