STRATEGY ANALYTICS

Driving Towards the Future

STRATEGY ANALYTICS

SPEAKERS

Chris Schreiner Strategy Analytics

Roger Lanctot Strategy Analytics

Joe Speed IBM

MODERATOR SPEAKERS

Eli Aleyner Pivotal Labs

STRATEGY ANALYTICS

AGENDA

State of the Market

The Challenges of the Connected Car

Creating an Optimal Connected

Experience

IMB Enabling Technologies

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

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

STRATEGY ANALYTICS

CONNECTED VEHICLE UX COMPARISON

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

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

STRATEGY ANALYTICS

UX IS KEY TO: •  Consumer adoption of connected services

•  Safe usage of these services

DISTRACTION AND THE CONNECTED CAR

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

STRATEGY ANALYTICS

USER PREFERENCES HOME AND WORK USAGE

STRATEGY ANALYTICS

PRODUCTIVITY IN-CAR OFFICE

STRATEGY ANALYTICS

CONVENIENCE RESERVATIONS, DIRECTIONS, RATINGS

STRATEGY ANALYTICS

CONVENIENCE EASY PAYMENTS

STRATEGY ANALYTICS

CAR 2 CAR SHARING DRIVE GROUPS

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

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

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)

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

STRATEGY ANALYTICS

TRY IT FOR YOURSELF

MQTT

Google Hangouts vs

Facebook Messenger MQTT

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

STRATEGY ANALYTICS

TYPICAL CONNECTED CAR “NGTP”

* Where are mobiles?

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

STRATEGY ANALYTICS

IBM MESSAGE SIGHT

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

IBM MessageSight

My Mobile My Car My Home

Insurer

Content

STRATEGY ANALYTICS

REAL-TIME BIG DATA

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

SPEED REDUCES DISTRACTION, IMPROVES SAFETY

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

STRATEGY ANALYTICS

M2M.DEMOS.IBM.COM

click CLICK FOR LIVE DEMOS, VIDEOS AND CODE

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

STRATEGY ANALYTICS

Thank you! ROGER LANCTOT Strategy Analytics CHRIS SCHREINER Strategy Analytics

ELI ALEYNER Pivotal Labs JOE SPEED IBM