Connected mobility revolution is extending to the car through intelligent transport system (ITS). Despite embedded technology progresses, like the increase of the amount of sensors in the vehicle, a limited part of road events is detected and treated. Today, the key development area in ITS is cooperation between vehicles and with their environment. The main challenge of road cooperative systems is safety and efficiency. But the cooperative ITS ecosystem needs to find the right business model for the deployment of free safety-critical services and not free convenience services provided through different value networks.