This paper presents the preliminary implementation of a commercially-oriented research ITS platform called ITS@CU. The platform utilizes the concept of Semantic Agent-based Controls in a complex Service Oriented Architecture (SOA). It combines Multi-Agent, semantic web services and intelligent control agents with the aim to reduce the complexities and inefficiencies resulting from the integration and communication between distributed and multi-domain controls associated with ITS. ITS@CU was developed using the following state of the art technologies: Microsoft .NET, C#, Silverlight, Bing Maps, WCF, SQL Server Geospatial data, Bluetooth, GPRS/3G wireless communication, SOA enabled web services and Agent development frameworks. The potential of the preliminary system is evaluated using a set of simulated ITS scenarios.