STRATEGY ANALYTICS
Driving Towards the Future
STRATEGY ANALYTICS
SPEAKERS
Chris Schreiner
Strategy Analytics
Roger Lanctot
Strategy Analytics
Joe Speed
IBM
MODERATOR SP...
STRATEGY ANALYTICS
AGENDA
State of the
Market
The Challenges of
the Connected Car
Creating an
Optimal Connected
Experience...
STRATEGY ANALYTICS
SMARTPHONE USE WHILE DRIVING
Consider access to
smartphone apps a
must-have feature
59% of smartphone o...
STRATEGY ANALYTICS
INTEREST IN CONNECTED SERVICES
Consumers want
connected services that:
Help them navigate to
destinatio...
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...
STRATEGY ANALYTICS
IMPACT OF DISTRATIONS ON CRASH RISK
TASK Odds Ratio LCL UCL
Text message on cell phone 23.24* 9.69 55.7...
STRATEGY ANALYTICS
UX IS KEY TO:
•  Consumer adoption of connected services
•  Safe usage of these services
DISTRACTION AN...
STRATEGY ANALYTICS
UX ELEMENTS OF DISTRACTED DRIVING
Enabling the right
interactions
Low latency responses Combining the r...
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 is...
STRATEGY ANALYTICS
MOBILE MESSAGING
TO REDUCE DISTRACTION, IMPROVE SAFETY
•  MQTT pub/sub w QoS, engineered for wireless
•...
STRATEGY ANALYTICS
FACEBOOK MESSENGER
•  725M mobile users, highly rated, very fast, low battery use
•  Speed of user expe...
STRATEGY ANALYTICS
FACEBOOK MESSENGER
“.. performance improvements designed to make your messaging experience
even better....
STRATEGY ANALYTICS
TRY IT FOR YOURSELF
MQTT
Google Hangouts
vs
Facebook Messenger
MQTT
STRATEGY ANALYTICS
TRY IT FOR YOURSELF
MQTT
Google HangoutsMost 1 star complaints revolve around
slowness and presence ser...
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
•  ...
STRATEGY ANALYTICS
IBM MESSAGE SIGHT
•  20x faster UX
•  5x faster dev
•  10x cheaper
IBM MessageSight
My Mobile My Car My...
STRATEGY ANALYTICS
REAL-TIME BIG DATA
•  µs decisioning
•  millions per sec
•  geospatial
•  correlation
•  filtering
•  t...
STRATEGY ANALYTICS
WHO IS DOING WHAT
•  Mobile > Cloud > Car w “key fob response time”
•  Demo http://youtu.be/V1ooTX4aTE8...
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 Experienc...
STRATEGY ANALYTICS
Thank you!
ROGER LANCTOT
Strategy Analytics
CHRIS SCHREINER
Strategy Analytics
ELI ALEYNER
Pivotal Labs...
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The Connected Car: 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

Published in: Automotive, Technology
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  • Really you have done a good analysis on connected cars. I would say connected cars will be a great success for automotive industry and I don't think consumers will hesitate to invest some more amounts of bucks for this incredible technology.
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The Connected Car: Driving Towards the Future

  1. 1. STRATEGY ANALYTICS Driving Towards the Future
  2. 2. STRATEGY ANALYTICS SPEAKERS Chris Schreiner Strategy Analytics Roger Lanctot Strategy Analytics Joe Speed IBM MODERATOR SPEAKERS Eli Aleyner Pivotal Labs
  3. 3. STRATEGY ANALYTICS AGENDA State of the Market The Challenges of the Connected Car Creating an Optimal Connected Experience IMB Enabling Technologies
  4. 4. 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
  5. 5. 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
  6. 6. STRATEGY ANALYTICS CONNECTED VEHICLE UX COMPARISON
  7. 7. 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
  8. 8. 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
  9. 9. STRATEGY ANALYTICS UX IS KEY TO: •  Consumer adoption of connected services •  Safe usage of these services DISTRACTION AND THE CONNECTED CAR
  10. 10. 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
  11. 11. STRATEGY ANALYTICS USER PREFERENCES HOME AND WORK USAGE
  12. 12. STRATEGY ANALYTICS PRODUCTIVITY IN-CAR OFFICE
  13. 13. STRATEGY ANALYTICS CONVENIENCE RESERVATIONS, DIRECTIONS, RATINGS
  14. 14. STRATEGY ANALYTICS CONVENIENCE EASY PAYMENTS
  15. 15. STRATEGY ANALYTICS CAR 2 CAR SHARING DRIVE GROUPS
  16. 16. 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
  17. 17. 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
  18. 18. 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)
  19. 19. 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
  20. 20. STRATEGY ANALYTICS TRY IT FOR YOURSELF MQTT Google Hangouts vs Facebook Messenger MQTT
  21. 21. STRATEGY ANALYTICS TRY IT FOR YOURSELF MQTT Google HangoutsMost 1 star complaints revolve around slowness and presence services (who’s online) not working correctly
  22. 22. STRATEGY ANALYTICS TYPICAL CONNECTED CAR “NGTP” * Where are mobiles?
  23. 23. 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
  24. 24. STRATEGY ANALYTICS IBM MESSAGE SIGHT •  20x faster UX •  5x faster dev •  10x cheaper IBM MessageSight My Mobile My Car My Home Insurer Content
  25. 25. STRATEGY ANALYTICS REAL-TIME BIG DATA •  µs decisioning •  millions per sec •  geospatial •  correlation •  filtering •  time-series SPEED REDUCES DISTRACTION, IMPROVES SAFETY
  26. 26. 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
  27. 27. STRATEGY ANALYTICS M2M.DEMOS.IBM.COM click CLICK FOR LIVE DEMOS, VIDEOS AND CODE
  28. 28. 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
  29. 29. STRATEGY ANALYTICS Thank you! ROGER LANCTOT Strategy Analytics CHRIS SCHREINER Strategy Analytics ELI ALEYNER Pivotal Labs JOE SPEED IBM
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