the connected car: driving towards the future

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STRATEGY ANALYTICS Driving Towards the Future

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Covering the state of the internet-connected automobile, with the experts at Strategy Analytics and IBM. We discuss: - The challenges of the connected car - Creating an optimal connected experience - IBM enabling technologies

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Page 1: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

Driving Towards the Future

Page 2: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

SPEAKERS

Chris Schreiner Strategy Analytics

Roger Lanctot Strategy Analytics

Joe Speed IBM

MODERATOR SPEAKERS

Eli Aleyner Pivotal Labs

Page 3: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

AGENDA

State of the Market

The Challenges of the Connected Car

Creating an Optimal Connected

Experience

IMB Enabling Technologies

Page 4: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

SMARTPHONE USE WHILE DRIVING

Consider access to smartphone apps a must-have feature

59% of smartphone owners in the US and 47% in Western Europe report using apps while driving

Page 5: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

INTEREST IN CONNECTED SERVICES

Consumers want connected services that:

Help them navigate to destinations more effectively

Entertain then with audio along the way

Source: Strategy Analytics Automotive Consumer Insights

Page 6: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

CONNECTED VEHICLE UX COMPARISON

Page 7: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

USER EXPERIENCE ISSUES •  Users still often have to pick up their phone

•  Voice control does not cover all functions

•  Connected services sometimes buried and difficult to discover

•  Services not designed around driving use cases

•  Consumers will not pay for apps

•  System bugs/crashes •  Slow response times

CONNECTED SERVICES

Page 8: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

IMPACT OF DISTRATIONS ON CRASH RISK

TASK Odds Ratio LCL UCL

Text message on cell phone 23.24* 9.69 55.73

Look at map 7.02* 4.62 10.69

Dial cell phone 5.93* 4.57 7.69

Personal grooming 4.48* 2.01 9.97

Read book, newspaper, paperwork, etc. 3.97* 3.02 5.22

Reach for object in vehicle 3.09* 2.75 3.48

Look at left-side mirror/out left window 1.09* 1.01 1.17

Talk or listen to hand-held phone 1.04 0.89 1.22

Eating 1.01 0.83 1.21

Look at right-side mirror/out right window 0.95 0.86 1.05

Smoking-related behavior—reaching, lighting, extinguishing 0.60* 0.40 0.89

Look at outside vehicle, animal, person, object, or undetermined 0.54* 0.50 0.60

Talk or listen to hands-free phone 0.44* 0.35 0.55

Interact with or look at other occupant(s) 0.35* 0.22 0.55

Check speedometer 0.32* 0.28 0.38

Source: DRIVER DISTRACTION IN COMMERCIAL VEHICLE OPERATIONS, US Department of Transportation, 2009

Page 9: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

UX IS KEY TO: •  Consumer adoption of connected services

•  Safe usage of these services

DISTRACTION AND THE CONNECTED CAR

Page 10: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

UX ELEMENTS OF DISTRACTED DRIVING

Enabling the right interactions

Low latency responses Combining the right control elements

Less isn’t always more Delay in response = distraction

Haptic, voice, gesture

Page 11: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

USER PREFERENCES HOME AND WORK USAGE

Page 12: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

PRODUCTIVITY IN-CAR OFFICE

Page 13: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

CONVENIENCE RESERVATIONS, DIRECTIONS, RATINGS

Page 14: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

CONVENIENCE EASY PAYMENTS

Page 15: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

CAR 2 CAR SHARING DRIVE GROUPS

Page 16: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

TECHNOLOGY HURDLES TO REDUCE DISTRACTION, IMPROVE SAFETY

•  SA says “latency is a driver distraction issue” •  Slow, unreliable communications •  Slow decisioning •  Lack “always connected” low-latency comms •  HTTPS is relatively heavy, slow and unreliable on mobile,

not designed for wireless •  Bandwidth & power use •  Terrible response times is the norm in today’s connected

cars, 15+ seconds

Page 17: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

MOBILE MESSAGING TO REDUCE DISTRACTION, IMPROVE SAFETY

•  MQTT pub/sub w QoS, engineered for wireless •  Open standard, open source, very fast •  IBM, Cisco, SAP, NIST, Eclipse, Apache, Red Hat, Software

AG, TIBCO, et al sponsored •  Being adopted by many automakers •  On mobiles & wireless vs HTTPS:

•  93x faster throughput •  1/8th network overhead •  Battery use 1/170th receive, 1/11th to send

Page 18: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

FACEBOOK MESSENGER

•  725M mobile users, highly rated, very fast, low battery use •  Speed of user experience is big competitive advantage

Verizon Wireless Overall Rating Facebook Messenger

FACEBOOK (1,052,572)

Page 19: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

FACEBOOK MESSENGER

“.. performance improvements designed to make your messaging experience even better. To do this without killing battery life, we used a protocol called MQTT … designed to use bandwidth and batteries sparingly… phone-to-phone in hundreds of milliseconds, rather than multiple seconds.”

- Lucy Zhang, Facebook Engineer www.facebook.com/lucyz

Page 20: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

TRY IT FOR YOURSELF

MQTT

Google Hangouts vs

Facebook Messenger MQTT

Page 21: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

TRY IT FOR YOURSELF

MQTT

Google Hangouts Most 1 star complaints revolve around slowness and presence services (who’s online) not working correctly

Page 22: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

TYPICAL CONNECTED CAR “NGTP”

* Where are mobiles?

Page 23: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

High-speed secure M2M & Mobile messaging for MQTT, HTML5 WebSocket, JMS

•  Mobile •  Secure •  Easy

•  Open

•  Speed - µs, millions / sec •  Scale – millions of cars

IBM MESSAGE SIGHT

Page 24: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

IBM MESSAGE SIGHT

•  20x faster UX •  5x faster dev •  10x cheaper

IBM MessageSight

My Mobile My Car My Home

Insurer

Content

Page 25: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

REAL-TIME BIG DATA

•  µs decisioning •  millions per sec •  geospatial •  correlation •  filtering •  time-series

SPEED REDUCES DISTRACTION, IMPROVES SAFETY

Page 26: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

WHO IS DOING WHAT

•  Mobile > Cloud > Car w “key fob response time” •  Demo http://youtu.be/V1ooTX4aTE8 •  Much press, NYT, WSJ, Fortune, etc.

…THAT I CAN TALK ABOUT

CONNECTED CAR PROVIDER

2nd LARGEST OE SUPPLIER

•  CEO announced Sept 10 at Frankfurt Motor Show •  Connected Car cloud for “autonomous driving” •  Much press, NYT, Bloomberg, CNET, Reuters, etc.

•  Can’t yet talk about the others

Page 27: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

M2M.DEMOS.IBM.COM

click CLICK FOR LIVE DEMOS, VIDEOS AND CODE

Page 28: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

WRAP-UP

State of the Market The Challenges of the Connected Car

Creating an Optimal Connected Experience

IMB Enabling Technologies

•  Consumer demands •  UX Issues •  Driver distraction

•  User preferences •  Car2Car sharing •  Productivity •  Convenience

•  MQTT x mobile •  MessageSight •  Real-time big data

Page 29: The Connected Car: Driving Towards the Future

STRATEGY ANALYTICS

Thank you! ROGER LANCTOT Strategy Analytics CHRIS SCHREINER Strategy Analytics

ELI ALEYNER Pivotal Labs JOE SPEED IBM