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Cisco Confidential Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Internet Business Solutions Group 1 Management Briefing Seminars Andreas Mai Director Product Management Smart Connected Vehicles August 2013

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Connecting vehicles will create the Internet of Cars, transform the automotive industry, enable big data infomediaries, and spawn new businesses. Management Briefing Seminars, Traverse City August 5, 2013

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Page 1: Internet of Cars, Andreas Mai, Cisco Systems

Cisco Confidential Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Internet Business Solutions Group 1

Management Briefing Seminars

Andreas Mai Director Product Management Smart Connected Vehicles

August 2013

Page 2: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Page 3: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

170 Years Ago: Invention of the Telegraph

100 Years Ago: Invention of the Radio

70 Years Ago: First general purpose electronic computer

40 Years Ago: First Internet connection

20 Years Ago: World Wide Web

Today Intelligently Connecting People, Process, Data, and Things

2003: 0.5B Connected Devices

2005: IP Traffic: 29 exabytes

2005: First Smartphone

2008: Video Traffic: 21 exabytes

2012: 1B Smartphones

2010: 7B Connected Devices

2017: 300M Connected Cars

2010: 0.5B Smartphones

2016: IP Traffic: 1.3 zettabytes

2013: 10B Connected Devices

2012: 25M Connected Cars

2011: 90M Smartmeters

2020: 1B Smartmeters

2020: Global Cloud Market: 500% Growth

2015: 2/3rds Video Traffic

2/3

500%

2020: 4.5B New People, 37B New Things

Page 4: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

The Internet of Everything

Deeper Insights for Greater Decision

Making

Empower People/ Increase Efficiency

Create and Expand New Markets and Services

Create Better Experiences to Build Better Relationships

Page 5: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

Show me the Money! Society

Fewer crashes

Lower traffic/road/toll operation costs

CO2 reduction

Vehicle User

Lower insurance

Lower operation cost

Less time stuck in traffic, more productivity

Internet of Cars Service Providers

Traffic guidance, navigation, emergency services

“Google on wheels,” PAYD insurance, location-based services

Auto OEM/OES

Lower service/warranty costs

New profit pools

Architectural savings

$ 550

$420

$300

$160

Benefits per vehicle, per year Source: Cisco IBSG Automotive and Economics Practices, 2011

Page 6: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

Vehicle

Deliver Service Source Sell Make Develop Transform…

Source: Cisco IBSG Automotive 2011

Integrate…

Energy

Service Provider

Infrastructure

ITS

New Services …

Connect…

Page 7: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Connecting the Value Chain

Extended Design and Supply Chain

Travel Experience & Location-Based Services

Distribution and Service Network

CONNECTED within the car

CONNECTED to personal devices

CONNECTED around the car

Marketing, Advertising, CRM

CONNECTED to the cloud

Source: Cisco IBSG Automotive, 2011

Page 8: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Consumers Trade Personal Data for Savings, Safety, and a Personalized Experience

LBS

would share height/weight, driving habits and entertainment preference for a more custom driving experience

65% would allow driving habits to be monitored to save on insurance/ service maintenance

74%

Source: Cisco Systems, 2013

Page 9: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

Cost Drivers(Data)

Value Drivers(Gross Margin)

Data and Gross Margin per Vehicle per Year by Service [GB/ $]

Source: Workshops with multiple automotive manufacturers, Cisco Smart Connected Vehicles Team, 2012

> $ 200/ Vehicle/ Year

Connected Vehicle Care

Safety & Security/ ITS & ADAS

Infotainment & Productivity

3rd-Gen Navi & LBS

B2B/G Service Platform

18 GB Data

Automotive can control

Who will Control?

Page 10: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

“Big Data” (U.S. Estimates)

Source: Cisco IBSG Automotive 2012

300 M vehicles

7,000+ variables

24,000 for EVs

Per month/ day/ minute

100 M drivers

100 trips/ month

500+ variables

Per trip/ second

< 5 M EVs

< 5 M homes

< 400 k public CS

500+ variables

Per charge

15-45 M on route

2.5 M traffic lights

2 M cameras

Billions of sensors

100+ use cases

500+ var. each

Per millisecond

300 M drivers /

passengers

5 M enterprises

100+ use cases

100+ var. each

Per second

UBI EV Clearing And more… ITS TSP

Remote Diagnostics

Connected vehicle care

Navi + traffic

Driver behavior

Driver vitals

Vehicle vitals

eCall/ ACN

Virtual Black Box

Vehicle recovery

Available station

Reservation

Charge amount

Price + payment

Smart grid data

Cybernetic traffic

management

Crash prevention

Smart road pricing

Infotainment

B2B/G service

platform

Smart LBS

Meshed maps

Page 11: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Action can be taken through

network control points: Security,

Policy, QoS, Routing, Fog, etc.

Context can be detected by the

network: Location, Identity,

Presence, X-Platform, etc.

Applications

Friends & Family

Likes & Hobbies

Content Consumed

Browsing

Search

Public

Internet

Healthcare

Banking

Retail

Business Applications

Company-Specific Analytics

Oil & Gas

Automotive

Public Sector Enterprise

Internet

Secure Network

Data Exchange

Network of

Things Vehicles

Meters

Medical Devices

Traffic Lights

City Cameras

Consumer Devices

Internet of

Things

Page 12: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

Expanded

Data Scope

Enriched

Output

Trusted

Relationship

Wave 1 Wave 2

Wave 3

Data

Plane

Control

Plane

Customer

Plane

Ecosystem

Sensing

Market Maker

Siloed

Reporting

Data Keeper

Intra-company

Action

Conditional Use

Increasing Challenges

Page 13: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

Creates malware

on the ADAS

Exposes OBU and

starts sending

many bad packets

Sends a super-packet Malware created in car’s

communication gateway

Enterprise Web OEM Roadside Grid Home

Audio/ Video Diagnostics Telematics ADAS ….

The car is disabled

or destroyed

Unauthorized packets

are sent

OBU

Page 14: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

Enterprise Web OEM Roadside Grid Home

Audio/ Video Diagnostics Telematics ADAS ….

Secure Car

Gateway

(SCG)

Advanced ECU Level Security

Security

Intelligence

Operations

Vehicle Threat Defense Update Vehicle Misbehavior Detection

Vehicle Threat Report

Page 15: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

Op

era

tio

n

Infr

astr

uctu

re

Veh

icle

Public Cloud

Subscription-based Services

Private (OEM) Cloud

Data Center/Virtual Servers

Enterprise Cloud

Enterprise Video, Voice, Data

V2V Communication (802.11p)

V2I/Upstream Communication (Wi-Fi, 3G/4G, 802.11p, etc.)

Serv

ices

Electrical Charging Network Charging Stations, Other Services

Mobile SP 1 Mobile SP 1 Energy Service Providers

(Smart Grid)

Mobile WiFi Offload Wi-Fi Hotspots,

802.11u, 3G/4G

Consumer Network Home/Dealership Wi-Fi Hotspots, Femtocells

Mobile SP 1 Mobile SP 1 Communications Service Providers, “Fog”

VNO Policy Enforcement, Security, Flow-based

Management, DPI, QoS, …

Software Client

DSRC Roadside

Infrastructure 802.11p (V2I)

Page 16: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

Solve Environmental Challenges Thrive in Smart Communities

Drive Safe and Smart Achieve Greater Energy Efficiency

Live Enriched, Healthier Lives

Redefine Work Models

… and drives CONNECTED

within the

car

CONNECTED

to personal

devices

CONNECTED

around

the car

CONNECTED

to the

cloud

Page 17: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

Traverse City

Page 18: Internet of Cars, Andreas Mai, Cisco Systems

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

Thank you.