System and method for providing customized toll pricing

A platform for providing incentives on toll prices to one or more users of a plurality of users, the platform comprising:

• a transceiver configured to:
• receive a first plurality of traffic inputs that comprises one or more of:
• historical traffic information of a road network, real time traffic information of the road network, information associated with real time events, and throughput of one or more toll roads on the road network;
• receive a second plurality of toll inputs that comprises one or more of:
• real time and historical toll prices for the one or more toll roads on the road network, historical incentives on the toll prices offered at the one or more toll roads to the plurality of users;
• and
• receive a third plurality of user associated inputs that comprises geo-locations of the plurality of users and one or more of:
• historical travel and driving patterns of the plurality of users on the road network, information on at least one of historical toll and incentives accepted by the plurality of users, user demographics, decision history of the plurality of users taking the one or more toll roads with or without incentives on toll prices, and an information of socio-economic status of the plurality of users;
• and
• a processor configured to:
• identify one or more decision areas in real time on the road network based on the first plurality of traffic inputs, wherein the decision areas are regions on the road network from where the plurality of users can enter at least one toll road of the one or more toll roads;
• determine one or more users, of the plurality of users, approaching the one or more decision areas, based on the geo-locations of the plurality of users;
• determine a probability of the one or more users taking the at least one toll road, based on the first plurality of traffic inputs, the second plurality of toll inputs, and the third plurality of user associated inputs;
• calculate incentives on the toll prices to be offered to the one or more users to modify the probability of the one or more users taking the at least one toll road, wherein the incentives are calculated based on the first plurality of traffic inputs, the second plurality of the toll inputs, and the third plurality of user associated inputs;
• wherein the transceiver is further configured to transmit the calculated incentives to the one or more users when the one or more users are at the respective one or more decision areas.