BIG DATA, MOBILE TECHNOLOGY & YOUR CAR

A Mobile App Developer’s Perspective

A study by McKinsey Global Institute found that the auto industry will be the second largest data producer by 2015.

SMART PHONE CONNECTIVITY PARTNERSOPENCAR, UIE, AIRBIQUITY, ABALTA, ETC

Enable any mobile device to seamless connect

Enable brand differentiated experience for OEM

Get people to connect their phone to the car.

CONSUMER SURVEYS

Millennials Would Rather Ditch Car Than Smartphone Or Computer: Zipcar Survey

A third of Aussies prefer smartphone over TV

MyFord Touch is appealing to customers, as it consistently ranks among the top 10 purchase considerations with new owners. --Michelle Moody, Ford cross-vehicle marketing manager.

65 percent of those intending to purchase a vehicle reporting SYNC definitely plays a role in their purchase consideration,” says Moody

POPULAR APPS USED IN CARS

MORE POPULAR APPS

Pandora, Spotify, NPR News,

iGasUP, ParkDroid,

Augmented Reality

Trapster

Green Meter, Trip Analyzer, My Max Speed, Torque, Dynolicious, DriveScribe

Greatest Drive, BMW Ultimate Drive

Repair Pal, iWrecked, Edmunds

CHALLENGES TO OVERCOMEMajor Challenges to Overcome

Driver Acceptance

Driver Distraction

DO DRIVERS WANT MORE HMI?YES, BUT THE UI HAS TO BE SIMPLE

HOW WILL CUSTOMERS PAY?

USER ACCEPTANCE OF HMI SOLUTIONS FOR LANE DEPARTURE WARNING SYSTEM IN NORWAY

PUBLIC OPINION FROM AAA RESEARCH

The majority of Americans (88.5 percent) feel that a driver talking on a cell phone represents a somewhat or a serious threat to their personal safety. That proportion increases to 95.7 and 95.1 percent, respectively, with regards to drivers text messaging or emailing behind the wheel, and drivers checking or updating social media.

Nine in ten people believe that distracted drivers are a somewhat or much bigger problem today compared to three years ago.

Most drivers (71.3 percent) believe that when talking on a cell phone while driving, it is safer to use a hands-free device than a hand-held device.

One out of two drivers who reported using a hands-free, speech-based in-vehicle system said they believed use of the technology was “not distracting at all.”

2013 – UNIV. OF UTAH COMPLETES LARGEST COGNITIVE DISTRACTION STUDY

UTAH UNIV. DISTRACTED DRIVING RESULTS

EMBEDDED VS SMARTPHONE APPS

Embedded Pros Can Integrate with 100’s of vehicle sensors Typically has larger screen Hands Free or integrated to steering wheel

Embedded Cons Expensive and limited - 47% of navigaton owners said they would not buy it again if their

smartphone app could be synced with their dashboard displays.

Not always up to date Learning Curve is step for older generation especially Most screen locations are terrible (in center and below console)

Smartphone Pros Unlimited variety with individual preferences Free or very cheap Rapidly adopt new technologies (Predictive Apps like Google Now)

Smartphone Cons Can be very distractive to driver

FRAGMENTED MARKETPLACE HINDERS DEVELOPER ECOSYSTEM

Open Automotive Alliance (OAA) , an Android/Google platform announced at CES Jan 2014. Audi, GM, Honda, and Hyundai are the first car OEMs to join the OAA.

In the U.S. our 4G cars are going to be linked to a specific carrier 2015 vehicles, GM will start connecting all cars sold in the US to

AT&T’s 2G, 3G and 4G networks.

Ford has at least a million vehicles equipped with its SYNC AppLinktoday, perhaps the largest collection of API-enabled cars. It expectsanother 3.4 million vehicles to be able to run its aps in the coming year. Ford also announced it will hold its first ever developer’s conference this June. Currently has 60 apps.

Volkswagen will begin offering MirrorLink in all its mid and high-end radios during 2014, said Car Connectivity Consortium (CCC), which developed the MirrorLink standard.

AUTO MFG HMI PACKAGES

Ford - SYNC solution, MyFord Touch – AppLInk; open store to 3rd parties with their SDK. Ford accommodates the users smart phone.

Mercedes Benz – US Mbrace Package

BMW - open store to 3rd parties with their SDK

Toyota – eTune

Opel – IntelliLink ; integrates with smartphone David Voss (Lead Engineer HMI –Simple one click approach and/or voice and flexible favorite concept

Mazda – OpenCar Connect (Mazda Connect)

Honda – HondaLink

Kia - Google

CONNECTED VEHICLE TECHNOLOGY

BIG DATA AND THE CONNECTED VEHICLE

IBM – Partners to improve urban traffic Control using big data analytics to make mobility quicker, safer, and greener.

New Databases like Hbase , Hive, Mongdb (Hadoop) are better suited for real-time processing of data.

New technologies : Dedicated Short-Range Communication (DSRC) and Long Range Bluetooth

Honda Demonstrates Advanced Vehicle-to-Pedestrian V2P and Vehicle-to-Motorcycle V2M Safety Technologies using DSRC 8/28/2013 3:24:00 PM

Pedestrian accidents account for approximately 13 percent of the 33,000 traffic fatalities that occur each year in the U.S.

http://www.youtube.com/watch?v=4M3ni40FFDo

THOUGHTS ON HYBRID SOLUTIONS

Create a platform that offers the best of both worlds Allow phone apps to display on the car HMI with restrictions Opensource automotive toolset standards needed for developers to use

Separate the Infotainment from the core components of the car. (GPS, phone pairing, Maps, WiFi hotsopt, Audio/Video package, etc). Separate the computer from the peripherals. Make the screen, touch,

voice, speakers, etc. true peripherals rather than being an all-in-one unit.

Auto manufacturers develop their own smart phone apps GM’s $50 map application for iPhones, which will display directions on the

dashboard touchscreen of a Chevrolet Spark

Partner with the top smartphone apps An undisclosed Japanese automaker has paired with Waze which was

subsequently purchased by Google for 1.3B. Google plans to integrate its traffic reports into Google Maps.

STILL NOT THERE – SOME NEGATIVE CONSUMER FEEDBACK

“The touch screen is almost impossible to use when wearing gloves.”

“ Understanding of voice commands pretty much stinks.”

“That big ol' touchscreen sure is distracting.”

Ford has some good ideas here. But they need a LOT more refinement to be useful.

" What are you doing Dave?“ " I can not allow you to do that Dave."Dave mumbles something about xxxxxx cars as he yanks the touchscreen out of the dash.

TAKE AWAYS

Telematics will become increasingly standardized and cross compatible between vehicle models and manufacturers.

The disparity between product development cycles of the car, apps and connected services has proved challenging for automakers, Tier ones and app developers.

As apps and user interfaces become more closely tied to the vehicle’s core functions, integrated connectivity will likely take precedence over simple tethering; however, people don’t want to pay subscriptions

Smartphone role changing from tethered modem to configuration/settings/of auto’s head unit. – not for the actual consumption. OEMs to take the lead on safety and control UI for least distraction.

Embeded systems will deliver a much better mobile data experience than a smartphone linked to the dash by Bluetooth.

Connected vehicle technology is creating a new age of automobile innovation Ford is working with MIT, Stanford to build “common sense” into self-driving cars

Big Data is coming to Your Car - 3D HD situational dynamic immersive maps , autonomous vehicles, find your car with augmented reality, analysis of auto sensor information, etc.

IBMs, HPs, Oracle, IT companies – Big Data guys are going to become players

Distracted Driving is a MAJOR concern.

Thank You

Nash Ogden 404-409-2410 nash@innoppl.com

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