connecting vehicles & transport to the cloud
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Vodafone Global Enterprise. Connecting Vehicles & Transport to the Cloud. GSMa mAutomotive Workshop Oct 24 th 2012 David Levine Global Head of Automotive Business Development Vodafone Global Enterprise. Mega trends in mobility. - PowerPoint PPT PresentationTRANSCRIPT
Connecting Vehicles & Transport to the
CloudGSMa mAutomotive Workshop
Oct 24th 2012David Levine
Global Head of Automotive Business DevelopmentVodafone Global Enterprise
Vodafone Global Enterprise
2 GSMA mAutomotive Workshop – Oct 24th 2012
Mega trends in mobility
Desire for people to bring their personal cloud-based social interactions, data and applications into the car, thus requiring more cellular connectivityCars are no longer the only status symbol amongst young people, instead of owning car sharing becomes a trend Increasing environmental awareness and urbanization in addition to the rapidly increasing cost of motoring (fuel and insurance), smarter and multi-modal ways of travelling (car, public transport, bike, plane, train) will become the norm
3 GSMA mAutomotive Workshop – Oct 24th 2012
Why are operators interested?
Number of new vehicles sold every year
Potential revenues generated by the automotive sector by 2020
Total number of vehicles on the road today
100million
ONEBillion
$202Billion
4 GSMA mAutomotive Workshop – Oct 24th 2012
What do we mean by a connected vehicle?
Safety & Security
Infotainment Navigation and Traffic
VehicleDiagnostics
Usage Based Insurance (UBI)
Mobile OfficeRoad ChargingDriver Assistance
5 GSMA mAutomotive Workshop – Oct 24th 2012
3 essential components of the connected vehicle
A strong network creates rich product and service opportunities
A stable, flexible platform is essential for efficient development and future management of products and services
A world of innovation, partnership and opportunity for content developers and providers
Mobile Network Operators have capabilities in all 3
6 GSMA mAutomotive Workshop – Oct 24th 2012
Challenges in connecting vehicles to the cloud
Customers desire less complexity and more integrated solutions
In Europe by 2015Regulation
Consumer Devices
Roaming
7 GSMA mAutomotive Workshop – Oct 24th 2012
Adding a SIM means even greater complexity
Operator’s activity
OEM’s activity
RecoveryEnd of Life.
WarehouseWarehouse
ManagementReady Status
ActivationSIM activationActive Status
CentralManagement
SIM OrderSIM order management
and logisticsInactive Status
InstallationSIM is installed
in production lineTesting Status
SuspensionSIM is suspended in case
of issues or if it is lostSuspended Status
OperationDevice and SIM
are operatingActiveStatus
TerminationSIM is terminatedTerminated Status
8 GSMA mAutomotive Workshop – Oct 24th 2012
New business models
Traditional business models
Annual subscription fee
One-off cost or hide into cost of
vehicle
New business modelsFocused on recovering the full cost of the HW/Service directly from the driver
Vs Focused on building a series of mini-streams that directly or indirectly recover the cost from drivers or 3rd parties
Product optimisation
Cross-selling
Freemium
Revenue-sharing
Cross-subsidy
Advertising
Co-branding
Up-selling
Couponing
Data saleB2B services
9 GSMA mAutomotive Workshop – Oct 24th 2012
Embedded• Using the embedded SIM is relevant to car centric apps
or cloud information• Embedded gives the best performance for safety (e-
call/b-call) and remote diagnostics & control, (EV in future) and stolen vehicle tracking
Achieving mobile connectivityThere are 3 ways for connecting the vehicle
Tethering• Using the smartphone as modem is relevant to cloud
information, or eventually to car apps but multiple issues (bluetooth, missing hassle free configuration,…)
Aftermarket Device (Dongle)• Using OBD- II, it can deploy various car centric services• Faster deployment to market
10 GSMA mAutomotive Workshop – Oct 24th 2012
The Automotive Cloud is not just about storage…
11 GSMA mAutomotive Workshop – Oct 24th 2012
Consumer Demands and Expecation
Bandwidth Requirements
Mid/Low Value – Growing Market Interest
Weather, Stocks, Data, News
Eco- Driving
Location based services
Internet Radio
Source: Strategy Analytics May 2012
High Bandwidth –High Cost
Music Download
Video Download
HD Video Download
Low Value – LimitedMarket Interest
Basic Traffic
Remote Diagnostics
Remote Door unlock / Heat
eCall – Automatic Crash Notification
Stolen vehicle tracking
High Value – GrowingMarket Interest
PAYD- User based Insurance
Road tolling
EV Charging and billing
Workflow Management / Fleet
High Definition Traffic
Connected Suitability
EmbeddedTethered
12 GSMA mAutomotive Workshop – Oct 24th 2012
Enabling the connected vehicleWhat an operator should be delivering
Footprint Pricing
Real Automotive Experience
Global Partnerships, Content and Applications
Service LevelAgreements and
Support
13 GSMA mAutomotive Workshop – Oct 24th 2012
What’s next?