Transport Technology Forum Show Version

Riding the nexus
Communication and Transport
Naturally mobile

Increasingly, we’re living a digital life
Using a Mobile Phone 95%
Online Sending/Receiving Email 94%
Sending or Receiving an SMS 87%
Downloading/Listening to Audio Online 84%
Listening to the Radio 78%
Visiting a Social Networking Site 67%
Shopping Online 60%
Reading a Newspaper 34%
Watching Primetime TV at Home 33%
Using Mobile to get Information 26%
Watching TV/Video on Mobile 25%
Reading Magazines 23%
Sources: Asia Pacific Consumer Technographics Survey, 2008
Television Ratings in Australia, 2008
Data compiled by NationMaster from OzTam, TV Networks
Nielsen Media Research

Things change
Over time
Over a single day
Source: Nielsen Internet and Technology Report

Multitasking

The importance of connection
We start our search on Google
We go to our friends for recommendations
On the whole, we are:
three times more influenced by our peers than by formal commentators (critics, journalists, experts etc)
85.9% more like to trust review from our peers (our community) over a critics
84% more likely to trust any user review (or recommendationover that from a professional

The key connected device

But what does it mean to us?
91% of us keep it within 1 metre of us, 24 x 7
Almost 90% would take it to the toilet with them
60% of us take it to bed with us
33% of us would rather lose our wallet than our phone
14% of us answer it during sex*
28% of us send sexually explicit SMS messages
23% have dumped a partner via SMS
We anthropomorphise this device in unique manners
Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day
* Unless you’re in the USA, where it is closer to 35%

‘Mobile’ doesn’t just mean ‘phone’
GPS systems
Music Players
Watches
Book readers
New devices (Chumby)
Cameras

Where are we now?
24.5m mobile handsets (113% penetration)*
3G handsets – est 14m** or around 50%
Double that of a year ago
The iPhone phenomena
45m sold globally, about 1.8% all handsets, Blackberry about 2%
Nokia, Sony Ericsson and Samsung still lead***
850,000 in Australia**
Another 250,000 iPod Touch devices use mobile products and service
Representing about 4.5% of handsets
But around 60-65% of all data/apps/access
Mobile internet use: almost 10m active monthly users (40%)***
Half of these estimated to be daily
* Telsyte research ** Industry best guess *** AMPLI Survey

Top Apps (Comscore EU study)
62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info.
In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

Internet = Information Snacking
Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc
Transactional services starting to emerge – e.g. Auction Sites
The combination of local services and transactions will bring about new business models.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

Top Information Services (Aus)
48% of respondents used an information service of some sort - up 30% on a year ago
Most services used at least once a month, with news and weather most frequent use
Expectation of future use is high, with 30% growth expected next year also
Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009

Web 3.0 – Semantic Web
Connections between Information
Connections between People
Courtesy: Radar Networks. Nova Spivack www.mindingtheplanet.net

Looking for the Semantic in mobile
Key Point – “The user interface everywhere”Everything will become connected (wirelessly)
Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Sensors in truck tyres that assess wear and order their own replacements en route (with least impact)
More interesting - use of existing mobile devices as intelligent sensors
GPS plus (time) in a car = traffic flows
GPS plus (weather sensing) = instant localised weather

Built in sensors/smart helpers
Sensors to date include
Chemical analysis
Breathalyser
Blood test
Why not emissions? Carbon?
Air quality
Pressure sensors for types

Augmented Plotting and Mapping

Thoughts on the day #1
Alex Grant
Intelligent sensors – GPS feeding into intelligent GPS alerts systems – the size of a mobile phone or a mobile itself?
Wireless communication (Short range communication clusters). Connectsafe – SA technology, SA focus. Demonstrate benefit
DamithRanasinghe
RFID /MEM. Intelligent sensors, predictive maintenance. Predicative/preventative maintenance (not responsive)
Rocco Zito
Reduce congestion/ navigation systems based on intelligence. (Shortest path, vs shortest time real time conditions.
Update maps via wireless BB (ota?). Delta changes? (Who gets sued if emergency services use GPS – go a slower route? (SCATS – traffic signals)
Philip Blake
Traffic Management (SCATS). Cyclists/Pedestrian notification. Intervention (forward facing radar with automated braking.

Anita Byrnes (Forum 8 - Japanese Company) VR Studio (transport options)
VF/AR trials for planning modelling. Replay time based results (traffic analysis)
Calculation of fuel consumptions, eco impact based on simulation. Accident regressions etc
Robert Crossley (Agricultural supply chain software) (sugar)
Live feedback on harvest quality (web and localised to on-board tech). Sensors on fertilisers etc (holding periods) – does it sample quality to see if it works.
FREDD – transport automation software. Realtime. Idle time reductions, bin weight optimisation, reduce double handling. GPS to mobile needed
James DiLiberto (Smart metering technology – Azzo Automation)
Knowledge is power. Real numbers. Measure

Peter Pudney (In-cab train drivers) Useful for electric cars?
Efficient travel/ uses remote sensing. Broad picture optimisation (not short term). Mobile – the sending sensor and the receiving local information (22%)
Darrell Bowyer (freight & commercial vehicles information)
Integrated communications (TML? Do we need a mark-up language?)
Modelling and simulation
Richard Yeo (Fuel Tool)

Thoughts on the day
Mobile as sensor devices, GPS, RFID/MEM. M2M comms (semantic)
Mobile GPS – used to send information centrally, to calculate distance and to deliver return path information
Intelligent sensors (smart meters, smart trackers, smart interpreters and smart decision making) allows assessment of real-time information and conditions which can help us make better decisions on planning, speed, travel profile, timing of journeys etc
Aggregating this to a common source across all areas of transport (freight, private, public, pedestrian, cycles etc)
If we see the mobile as the target transport device, this can include entertainment (for passengers), alerts for changes in conditions, etc

A comprehensive solution
Aggregated information to allow intelligent choices based on determined (known) information sensed in real time
Can we:
Use mobile phones as intelligent sensors to track and interpret journeys, traffic conditions
Use public transport information to know real journey and arrival time, not timetable information
Centralised ticketing feeding numbers, entry and exists to track journey, congestion, likely overcrowding
Feed road works, accident information into this to fine tune even more
To allow us to
Better plan public transport infrastructure based on real needs
Suggest quicker or greener (or fitter) or safer ways to get from A->B
Support both personal and commercial transportation

Transport technology
New consumers, new expectations, new ways of engaging
Jennifer Wilson
0414 59 58 57
Jennifer@theprojectfactory.com
JenWIlsonSydney

Transport Technology Forum Show Version

by Jennifer Wilson on Dec 15, 2009

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Transport Technology Forum Show Version — Presentation Transcript