Intelligent Speed Assistance systems can have substantial positive consequences for individual drivers as well as for society in general. So far however, the deployment of these systems is not making great progress. The Dutch Ministry of Transport is working on a plan focused on the implementation of two types of intelligent speed adaptation (ISA) systems. SpeedAlert is an informative system, which gives a warning when the speed limit is violated. SpeedMonitor, in addition, includes a monitoring function for speeding behavior. The Ministry's goal is to explore and broadly support the voluntary implementation of both types. The two systems will probably follow different deployment paths. To get more insight into these paths, different groups of stakeholders, especially among private parties, are interviewed to learn about their positions, business cases and development perspectives. The main results and observations are presented.