Download - Connected Car as New Marketplace SxSW 2016
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THE CONNECTED CARas a New Marketplace
Mike Simmons Driveway
Jason Hoover Capital One
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THE CONNECTED CARas a New Marketplace
Session Breakdown
The Connected Car
Business Models
Future Opportunity
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THE CONNECTED CARas a New Marketplace
The Future of Cars
Connectivity Sharing
Electrification Autonomy
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THE CONNECTED CARas a New Marketplace
The Cost of Driving
Uber
$3.00
Uber Pool
$1.50
New Car
$0.80
Used Car
$0.56
SAV
$0.34
SAV Pool
$0.16
Per-mile cost of driving at 12,000 miles/year
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THE CONNECTED CAR
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THE CONNECTED CARas a New Marketplace
What is a Connected Car?
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Infotainment
Handsfree Voice Control
CarPlay/Android Auto
In-Car Apps
Out-of-Car Apps
Connected Services
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THE CONNECTED CARas a New Marketplace
Getting Connected
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
OEM Embedded Satellite OEM Tethered
Aftermarket Cellular Aftermarket Tethered Smartphone
Driveway
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THE CONNECTED CARas a New Marketplace
On-Board Diagnostics
Federally Mandated in 1996
Designed for Emissions Compliance
Indie Garage Repair
The OBD-II Port
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
The OBD Landscape
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
The Data
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
VIN
Speed
RPM
Air flow rate
Pedal position
Manifold pressure
Temperature
Diagnostic Trouble Codes
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THE CONNECTED CARas a New Marketplace
The Good Stuff
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Proprietary Data
OEM-specific
Limited access
Dealer scan tools
Odometer
Seat belt status
Airbag status
Controls
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THE CONNECTED CARas a New Marketplace
Is Car Hacking a Thing?
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Read v. Write
Little hack, Big hack
Multiple threat vectors
Issue for all IoT
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THE CONNECTED CARas a New Marketplace
The Future of Connectivity
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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Today’s Business Models
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas a New Marketplace
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
The new CPM
Business Models
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OPPORTUNITY APIs & MORE
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THE CONNECTED CARas the New Marketplace
API LANDSCAPE
API
• IFTTT/Zapier
• OBD2 device vendors
• IBM Watson
• Google TensorFlow
• Android Auto
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SOC LANDSCAPE
System on a Chip (SoC)
• Intel Quark - Small form factor
• Intel Atom - Higher performance but small
• TI TDA3x ADAS - Facial recognition - monitoring
• Raspberry Pi + Arduino
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
Passenger
Driver Vehicle Marketing
Services
MARKETPLACE IN MOTION
Consumers Producers
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
Efficiency Gains
Drivers, Services, Marketing, & Vehicle
• Improving people’s lives with time
• Saving people money
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
EFFICIENCY GAINS
Purchasing Efficiencies
Link multiple needs
• Create value by giving customer’s time back
• TensorFlow
• IFTTT/Zapier
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
EFFICIENCY GAINS
Ecosystem Leverage for Commodity Purchases
Large Groups of Cars Have the Same Maintenance/Service Needs:
• Watson/Edmunds/TensorFlow
• Create a Marketplace Between OEM Products & Service Providers & Drivers
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
MONETIZATION
Passenger + Marketing/Sales
Captive Audiences
Nothing else to do
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
MONETIZATION
New Passenger Experiences
Enhance the customer experience while being driven:
• Trivia Games
• Historical Information
• Android Auto API / Wikipedia
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
MONETIZATION
Infotainment & Advertising
•Hyper targeted by Geo and Time
•Streaming Content and Ads
Content Time-based
NewsGeo
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SERVICES
• Do something with all that data • Re-invent the experience for the driver • RideSharing
Vehicle + Driver + Sales
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SERVICES
Data Aggregation
• Behavioral Equity
• TensorFlow
• OBD2 Devices
• Software OBD2 SDKs
• Alexa Queries
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SERVICES
Purchases from Car
Too lazy for Apple Pay? Drive thru pay:
• Instead of fishing for a phone, the car can register the payment
• TI TDA3x ADAS processor
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SERVICES
Independent RideShare
Apple Pay/NFC + OBD2 = Uber/Lyft Solo:
• Give individuals the ability to share rides/commutes plus cost
• GroupLoop
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
SERVICES
Remote Delivery Locker
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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THE CONNECTED CARas the New Marketplace
PAVING THE WAY
Connected Vehicles Smart Cars on Dumb Roads
For now, how can we connect vehicles to each other that aren’t yet autonomous?
• Location awareness of “others”
• Route tracing/following for road trips
• Proximity warnings/crash avoidance
• V2V
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
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