Emovis Highlights the Transformation of Free-Flow Tolling at the ABC Forum in Madrid

On May 21 in Madrid, Spain, Emovis participated in the ABC Forum – Sustainable Mobility. This industry event analyzed the future of road infrastructure and mobility systems in an increasingly digital and sustainable environment. The forum was organized by ABC, one of Spain’s longest-established national newspapers and widely recognized for fostering dialogue around economic and social transformation, in collaboration with Abertis Foundation, an organization founded in 1999 to promote initiatives related to road safety, environmental sustainability, and academic research across the regions where the Abertis Group operates.

The event brought together institutional representatives, infrastructure operators, technology companies, and academic experts to discuss the future of mobility and its impact on economic and social development. In a context shaped by technological transformation and the transition toward more sustainable models, discussions focused on the challenges facing road networks, including improving the user experience, increasing operational efficiency, and accelerating modernization processes. Throughout the forum, innovation and service quality were highlighted as key drivers for developing smarter, more connected, and future-ready mobility systems.

Within this context, Abertis Mobility Services (AMS) — the technology subsidiary of Abertis specialized in free-flow tolling, which operates commercially under the Emovis brand — participated in the panel discussion “User Experience in Road Infrastructure,” represented by Pablo Odena, Chief Strategy & Transformation Officer at AMS – Emovis, alongside José Manuel Vassallo, Director of the Abertis-UPM Chair, Daniel Villanova, Managing Director of Autopistas (Abertis Group), and Núria Vinyoles, Data Science Manager at DRIBIA.

During the session, Pablo structured his presentation around three key areas related to the evolution of tolling and digital mobility systems.

First, he addressed the importance of user experience in toll collection management. He explained that while some countries still operate traditional barrier toll systems, Free Flow models enable uninterrupted traffic flow via automatic vehicle identification, eliminating stops. Pablo highlighted that Emovis, together with Abertis, has supported the transition from barrier-based tolling to free-flow systems across concessions in countries such as Chile, Puerto Rico, and France. He also emphasized that this shift represents not only a technological innovation but also a true business transformation, shifting operational complexity to the digital back office, where user experience and digital channels are essential to ensuring effective toll collection.

Second, he highlighted how Emovis has been integrating artificial intelligence into its technological products and services for several years. He explained that AI has become a key enabler of digital transformation in the sector due to the high volume of transactions and repetitive administrative tasks involved. Pablo detailed how AI is already being applied in toll operations to improve automatic vehicle identification, optimize payment collection processes through customer segmentation based on payment behavior, and enhance customer service through virtual specialist assistants deployed in chatbots and voicebots.

Third, he addressed the role of the connected vehicle in the future of tolling systems. Pablo explained that Emovis has more than a decade of experience in connected vehicle integration and has already operated programs in several U.S. states, including Virginia, Oregon, and Utah, where distance-based road usage charging programs are in place. In these models, connected vehicles transmit data directly to back-office systems, enabling more automated and frictionless tolling experiences.

Emovis’ participation in the forum reinforces its role in the digital transformation of mobility. Through Free Flow tolling, artificial intelligence, and connected vehicle technologies, the company continues to drive more efficient, automated, and user-centric mobility ecosystems.