A 2008 perspective on the i-Car

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This is a perspective on a vision we had in 2008 on the iCar concept.

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  • Kick-off on a goldsmith and clockmaker solving the problem masons and architects weren ’t able to solve Talk about partnership The idea of time (acceleration), complexity and collaboration Introduce Social engineering thru what the Opera del Duomo did when they launched the contest on August 19th, 1418
  • Copper +27% in 2007 Oil +63% in 2007
  • Persona: John Stone, 37, is married and the father of two girls. A high-tech professional, he lives in the suburbs of Atlanta. John has just landed at Atlanta Airport. As John walks from the plane requests directions to his car, he receives a text message from his iCAR with detailed directions to his parking space in the Lot He gets into his iCAR and his RFID enabled key switches the Dash from the default settings to his personalized display. Finally, before driving off John checks in with his family via video conference, using the Cisco onBoard TelePresence HD on a the new generation dashboard , As he gets underway, John checks his schedule by activating Voice Command to activate Webex. As his i.CAR synchronizes with his latest Calendar and Profile, integrated with the GPS it immediately displays the time and location of his next appointments and the fastest route to his meeting. As he heads downtown, traffic builds and he wants an alternate route. i-Cars form a virtual real time information network automatically feeding i-Car users local traffic conditions). John accesses i-Car Community and using this data GPS automatically builds the optimum route given current traffic conditions As he drives John uses the voice activated interface to explore the Chrysler i-Car apps store . He buys and downloads a new flight status tracker widget that had high community ratings in the iCAR site. John reaches the Customer ’s office 15 minutes before his meeting is scheduled to start. The parking lot is jammed. He sees a number of i-Car owners in the lot on his screen and starts a voice chat (VIM) with one to ask where there might be some available spaces. His i-Car VIM buddy directs him to an area with spaces. Activating the biometric anti theft settings he locks the car and heads in to close the deal…
  • John Stone, 37, is married and the father of two girls. A high-tech professional, he lives in the suburbs of Atlanta. As John ‘ s red-eye flight touches ground at Hartsfield-Jackson Atlanta International Airport, he wonders where he ‘ s parked his latest Chrysler i. CAR . John almost always forgets where he parked before leaving on a flight—a regular source of stress ever since he ‘ s owned a car. This time, however, he ‘ s at peace since he can communicate with his i. CAR GPS, which immediately sends detailed directions to his phone. John hasn ‘ t seen his family for over a week, and he is really looking forward to hugging them all tonight. Before driving off to his downtown office, he decides he wants to see his family now. Using his Cisco onBoard TelePresence HD heads-up display , John sees his 6 year-old daughter answering his call. After a brief chat with his family, John starts up his Plug-In Hybrid Chrysler i. CAR and undocks from the parking auto-retractable power docker . As his i. CAR synchronizes with his latest iPhone Calendar and Profile, it immediately displays time and location of his next appointments and the fastest route to his office while the rest of the car adapts accordingly. Most notably, John appreciates how the new i. CAR lighting and aroma system adapts the inside ambiance to the music list and the time of the day. This morning, John has a critical meeting with his boss and can ‘ t afford to be late. He knows that, despite it all, traffic jams are still a major hassle of commuting to Atlanta. On his GPS touchscreen interface , John spots a few other i. CAR users identified as an i. CAR logo. By simply touching a chosen one, John can access immediate WiMAX video feeds showing him that traffic is picking up considerably. The i. CAR Community Sensing Network has proposed a few alternative routes, so John decides to turn around on Nardelli avenue (  ). As he does so, John hears Chrysler ‘ s latest X-VIM (Crossroads Voice Instant Messaging) tell another i. CAR owner to "Go ahead, you have right of way. Have a good day." Immediately, he hears the other i. CAR owner say , "Thank you. You, too." As the car ends its turn, John accelerates, substituting the electric engine with the i. CAR 200HP Hydrogen next-generation engine recently developed jointly with NASA. As he drives past a flower shop, the i. CAR‘ s location-based Internet service displays a reminder message that today is Pat ‘ s birthday. Pat is John ‘ s long-time assistant, so he needs to make a quick stop. By the time he gets there, downtown Atlanta is really congested. There ‘ s nothing much he can do except reach out to his Buddy Network on his personal i. CAR VIM Channel . Like him, all his old friends (all i. CAR owners) are stuck in traffic, but it ‘ s OK because they can chat and use the Onboard Internet to plan their weekend fishing trip (where they will be staying and which fishing spots are the best bet). As he gets closer to the office, he realizes he forgot to print out personal documents he needs for his meeting. He hopes the i. CAR integrated Home Backup has all his media and personal files, which he can rapidly review and download on his PDA. John finally reaches the office, five minutes before his meeting is scheduled to start. The parking lot is jammed with other drivers trying to park their cars, but it ‘ s OK. A friendly Chrysler-owner is just pulling out and signals availability of a free spot, thereby earning ‚Chrysler Citizen ‘ – points she can use against rebates and also enter the quarterly Chrysler sweepstakes. John has programmed into i. CAR‘ s iValet functionality the short route to his parking space, so he can leave the car and let i. CAR park itself while he runs to his meeting.
  • UI: Ergonomics take center stage for in-car-operation Personalization Text-to-voice/ voice-to-text Text-2-voice/ voice-2-text Automation Technology takes on key driver responsibilities Driver determines grade of support
  • A 2008 perspective on the i-Car

    1. 1. 1Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupiCARa Cisco PerspectiveParis, October 15, 2008
    2. 2. 2Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupSanta Maria del Fiore, FlorenceOne of the Middle-Ages’ Most DauntingEngineering Challenges
    3. 3. 3Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupCisco IBSG Automotive PracticePartnering for Innovation and Value Next Generation Dealer POC Dealer eLearning benchmark Best-in-class outsourcing U.S. customer experience strategy Lean corporate Distributed engineering Enabling a new OEM culture Connected vehicle Adapting TelePresence to the autoengineering world Auto interactive retail experienceSource: Cisco IBSG Automotive TeamExamples: IBSG OEM Engagements
    4. 4. 4Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialIntroductionTimes of Disruptions
    5. 5. 5Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupDisruptions Are Adding Up…Starting to ResonateNew CompetitionChinaIndia SubprimesGreen InflationEnergy TechnologyNew ModelsCustomerSource: Cisco IBSG analysisSource: Cisco IBSG 2008New Requirements New Clock Speed
    6. 6. 6Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group…The Industry Is Fighting Back AggressivelyNew ModelsInnovationIndiaRussiaPartnerships &AcquisitionsGlobalizationRestructuringLow PriceChina HybridsNoveltyPlatformsSource: Cisco IBSG analysisRetailSource: Cisco IBSG 2008
    7. 7. 7Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupIs Auto Reaching a Turning Point? All OEMs are struggling Hierarchies have been toppled Green has finally caught up Emerging markets have emerged OEMs are all globalizing Consumers have changed New technologies loomingSource: Cisco IBSG 2008
    8. 8. 8Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupScenario 1 Scenario 2 Scenario 3“Do a Cisco on Auto”A newcomer enters theindustry with no legacies, aradically different operatingmodel and an open technologyphilosophy.“Do an Apple on Auto”An industry player or anewcomer turns the industryupside down by radicallychanging and enhancing thecustomer experience, possiblytapping into unforeseen newsources of revenue.“Do a Google on Auto”An industry player or anewcomer turns the industryupside down by disruptingfundamental automotivetechnologies (CO2 reactor, …)and capturing significantmarketshare value.Source: Cisco IBSG 2008Three IT-inspired Disruptive ScenariiCould What Happened in IT Happen in Auto?
    9. 9. 9Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialiCARAn Entirely NewCar Experience
    10. 10. 10Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupCan OEMs afford to maintain this model?Traffic Jams 40% of people rate“traffic” as one of thethree most annoyingissues when operatinga carLost Productivity >$70B lost in 75largest U.S. metroareasFinding Parking Avg. time to find parking inselected European cities:~20 minutesIsolation Average occupancy inU.S. metro areas: 1.15persons per carDespite the Passion of Some Owners,the Car Experience Is Still Not All PositiveHard FactsSource: Texas Transportation Institute; EC; Allégo; Cisco IBSG, 2008
    11. 11. 11Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupVisioniCAR: pronunciation ’ ī kär nounEtymology:Cisco Brand i-Phone for The Phone of the Future1 chiefly a CONCEPT: The i-Phone of cars. Aconcept which would trigger the same phenomenonthe iPhone created in consumer electronics in thecar industry. 2a: A disruptive product offering which -within the limits of existing safety and legal rules- puts the customer experience first and utilizes thelatest advances in IT and automotive innovation todeliver that. b: predessors of iCAR are the Mini, Scion orBMW’s iDrive. c: A concept which builds on current andupcoming energy and technology disruptions to penetratea changing industry 3a: Combination of new user-interfaces, Internet technologies, social networks (includingsocial engineering) with (probably) electric poweredvehicle. <Cisco in iCAR>4: Our motto to: Changing theWay we Work, Live, Play and Learn…and Drivethe iPhone of CarsSource: Cisco IBSG, 2008
    12. 12. 12Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupVisionSource: Cisco IBSG, 2008Cisco Confidential Does away with some majorinconveniences of driving today Simplifies and reinvents the drivingexperience Combines fun, safety, andenvironmentally friendly features Communicates with its environment,the home, and the driver’s communities Caters to the need for personalization Accesses the Internet seamlessly thrumultiple media and allows participating inWeb 2.0 activities whilst on the drive Commands a higher premium andgenerates a sense of communityi-CAR
    13. 13. 13Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupJohn checks his schedule by voiceactivating Webex. As he drives off, his i-Carsynchronizes with his latest calendar, and theintegrated GPS displays the fastest route to hisnext meeting.3What An Every Day iCAR ExperienceCould be Like4 Traffic builds and he wants an alternateroute. John accesses the i-Car Communitynetwork to learn local traffic conditions. The GPSuses this data to build an optimum route.En-route, John voice activates the i-Carapplication store. He buys and downloads a newflight status tracker widget with high ratings in theiCAR community site.5 John arrives and the parking lot is full. Hesees i-Car owners in lot on screen and startsvoice chat (VIM) to ask where there is parking.The other driver directs him to an available space.6His RFID-enabled key starts his personalizeddashboard display settings. Before driving off, hechecks in with his family using the on-board HDTelePresence dashboard unit.21 Having just landed back, Johncontacts his iCAR to remindhim where he parked. Hereceives directions by SMS.
    14. 14. 14Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupiCAR: The Human NetworkTakes to the RoadDRIVER“Unlimited” optionsto design “MyCar”Easier to locate,less time on roadMore personalization,Mor functionalitiesMore intuitive to use,active remote serviceConnecting car andhome applicationsMore interactionwith the worldiCAR“A Car YouNeed toOwn”Safer to drive,Easier to parkPASSENGERCOMMUNITYRicher interactions
    15. 15. 15Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupiCAR Changes Five Car Fundamentalsas We Know Them TodayExperience CommunityCar ArchitectureSelf-ExpressionBusiness Model
    16. 16. 16Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupTransforming In-Car ExperienceUser-InterfaceOur VisionWhat’s different?Why is that relevant?All-in-One, highly intuitive “iPhone”-likemulti-touch interactive dashboard tocontrol car, media & otherfunctionalities• One UI• Easier to operate• Better in-car experiencePartly or fully assisted auto-drive orself-park functionalities• Technology takeson key driverresponsibilities• Driver determinesgrade of support• Better ease of use• More productive/fun• Safer• Ergonomics• Personalization• Physical to virtuallay-outAutomation
    17. 17. 17Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupOpening to Communities on the RoadOur VisionWhat’s different?Why is that relevant?CommunityPresenceOpt-in on-the-road community servicesto vizualize localization and presence ofrelatives, friends, fellow workers and/orany relevant person part of the driver’snetwork.• Doesn’t exist today• Visual• Context• Locate friends• Builds on SocialNetworks (LOOPT)• Services PossibilityOpt-in Voice-Instant-Messaging, CB-likefunctionalities available at the touch ofa button to reach the driver’s or thepassenger’s contacts on the road.• Instant voice reach• Directional• Opt-in• Ease-of-use• No numbering• Interact car-2-car• MyCar community memberCommunityInteraction
    18. 18. 18Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupImproving Self-ExpressionPersonalizationOur VisionWhat’s different?Why is that relevant?i-Car would offer possibilities topersonalize the car (internally &externally), notably by add-on software,dashboard personalization and ownaccessories creation.• Limited today• Wider scope & scale• Add-on features orsoftwares• Adapts to customers• Innovation in features• New business modelAutomatic synchronization of systemsin car with brought-in devices andsystems at home and at work• Sync media, email,calendars• Grid computing (parked)• Automatic backup• Access home content• Synchronize home &office• Send content tohomeSynchronization
    19. 19. 19Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupBuilding New Technology PlatformsOur VisionWhat’s different?Why is that relevant?SDKSoftware Development Kit is a Platformmade available to the developerscommunity to produce new apps andnew widgets available on the iCARinteractive dashboard.• Power of Socialengineering• Innovation platform• Change foundation• Personalization• Changes BusinessModelMobile Access Router proposes anupgradeable connectivity platformwhich is application and deviceagnostic enabling seamlessconnectivity & roaming across media.• Multi-purpose• Multi-medium• IT standards• Sustainable• Virtualization• Solves the lifecycle gapMAR
    20. 20. 20Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupA Different Business Model Could EmergeOur VisionWhat’s different?Why is that relevant?SoftwareAccessoriesPersonalizationGenerate incremental business “à laScion” through aftermarket sales ofpersonalizable accessories byproposing design-it-yourself add-onsorderable over the Internet or atdealer sites.• Limited today• Create your ownaccessory• Aftermarket control• New profit stream• Customer trendsSimilar to Apple’s iTunes, Chryslercould start a new business line byproviding new software for customersto install after market directly throughtheir dealer or/and directly via theInternet.• New revenue stream• New interactions w/customers• New features (SDK)• More aftermarketcontrol• New profit stream• Alignment with market
    21. 21. 21Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupAccelerate ClockSpeedAn iCAR Play Could TransformTraditional Business ModelsNew RevenueOpportunitiesMore AftermarketControlSocial EngineeringResourcesSolutionScalabilityIncreased CustomerSatisfactionBetter ServiceDirect Contactwith CustomersStick toCustomer TrendsHigher Brand ValueGreaterProduct AppealBRANDPRODUCTREVENUEPROFITCUSTOMERSENGINEERINGImprovedCustomer LoyaltyPrice PremiumGreater Aftermarketfor DealersHigher VolumesiCAR“TransformedBusinessModel”
    22. 22. 22Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialiCARDiscussions
    23. 23. 23Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupiCAR Architecturein ActionCore Car FunctionalityEngineManagementCar OperationsSafety & SecurityServices &MaintenanceCommunicationsNavigationEntertainment,Content Mgmt. &GamingInterfaces &ConnectivityCar ConfigurationIntegration SystemsExtractTransform& LoadBusinessProcessMgmt.EnterpriseApplicationIntegrationVehicle InformationOn Board Diagnostics(OBD)Electronic ControlUnit (ECU)Response AutomationHazard Alert SysSurveillanceTampering ControlSimulation SystemBiometric SystemsMonitoring,Maintenance,Mgmt.PassengerEnvironmentDiagnosticsRobotics Control3rdParty APIsHybrid ApplicationsVoice ServicesData ServicesVideo ServicesGPS & RoutingTraffic ServicesRecommendationsConcierge ServicesSearchContent Mgmt.Digital MediaGame ModulesGaming PlatformBluetoothWiFi, WiMAX, 3GOther WirelessMulti-touchHapticsOlfactoryPersonalizationSkin Control APIsScent Control APIsMechanical ControlAPIsPreferences Mgmt.John returns home from a long trip, locates his iCAR viaGPS, and follows directions on his mobile.Entering the car, he reunites with family via a heads-upTelePresence display.Meanwhile, his business data is synchronized in thebackground, and the iCAR instinctively navigates thebest route to his upcoming meeting.Entering the parking lot for his client meeting, he spotscolleagues nearby and touches Nancy’s iCAR to speaklive with her, let her know he has arrived, and hone last-minute strategy for the meeting.Other ServicesHome ServicesProductivity & CollaborationCommerceAppliance Access &Control UIMonitoring &AutomationRetail ServicesLeisure ServicesMessagingConferencingExpertise LocationPresenceSocializing
    24. 24. 24Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions GroupRACE: A Detailed ViewiCAR SolutionsRelevancySave&Secure“MyCar”EnvironmentFuntoDriveEaseofUseCostSavedTimeSavedSafety & Security Severity of crash notification Remote customization of performance Kid in a car monitoring: Speed, distance,alcohol Retinal biometrics (sense sleepiness, anger) Carbot (could be watching your house fromyour driveway, onsite emergency support) Back up data in the car ( terra byte of storage)    Navigation/ Traffic Mgt Dynamic traffic flow/route optimization Traffic alerts: traffic light, density, accidents Distant video traffic check Trip planning Pollution control Highway trains     Operation &Service Travel cost and time optimizer Car software updates Preventive warranty control Vehicle diagnostics with recommended service Plug-in-Hybrid recharge optimization (stationsin range, cost, time) Personalized CRM    Convenience& Comfort Assisted drive/ auto-pilot, Auto-park Car ergonomics of user interface to control car,media and connectivity Easy assess: mobile phone, voice, biometrics Text-to-voice and Voice-to-text applications Synchronization of entertainment files,calendar, email (Mobile Me?) Hook car into home automation system Air quality monitoring for pollution, allergies    Infotainment Car media center (internet, slingbox, tivo, yelp) Video-on-Demand Satellite-TV Gaming Web-browsing Stock quotes, headline news, weather, etc.  Productivity &Communication Office/ E-mail synchronization and operation viavoice Conference calls/ telepresence: w/windshieldas the screen in the future Grid computing (connecting parked cars) Cross-roads ad-hoc voice IM (cop contacts youin car, where do you get your hair done?)     Commerce &Community Location-based services: rank & find restaurant,hotels, service stations, upcoming events,points of interest, lowest gas price in range/ onroute Loopt: Locate and video-in friends and family onthe road Find and chat with community member Chrysler clubs, Yelp by Chrysler MyCar: best road trips, most unique car, latestcar performance and experience innovation     Personalization Change the interior kits RFID for personalization, business rules for thevehicle, user profile you set up Interior light and smell profiles Car versatility (electric stove, waxing iron,pneumatic tools, storage) Software, accessories from marketplace toimprove performance and experience   
    25. 25. 25Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco Confidential

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