Driving Loyalty Through Cognitive Mobility: How Retail Marketers Can Use Connected Cars
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Presentation from Retail’s BIG Show, January 15-17, 2017. TIMO BAUER, SVP, Business Development and Platform Partners, Glympse MARK LLOYD, Consumer Online Officer, General Motors - OnStar JOANNA PENA-BICKLEY, Global Chief Creative Officer, IBM Corporation
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Driving Loyalty Through Cognitive Mobility: How Retail Marketers Can Use Connected Cars
- 1. Driving Loyalty Through Cognitive Mobility: How Retail Marketers Can Use Connected Cars TIMO BAUER, SVP, Business Development and Platform Partners, Glympse MARK LLOYD, Consumer Online Officer, General Motors - OnStar JOANNA PENA-BICKLEY, Global Chief Creative Officer, IBM Corporation
- 2. COGNITIVE MOBILITY DESIGN WELCOME TO A NEW ERA: 01.16.17
- 3. “I think there’s going to be more change in the auto industry in the next five to ten years than there’s been in the last 50 and we’re going to talk a lot about what’s disrupting the industry, how we’re disrupting ourselves.” Mary Barra Chief Executive Officer of General Motors 3DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 4. 4DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | “Digital is not a destination it's a foundation. We are at the dawn of a new era and it’s cognitive. The ability to think learn and understand will redefine the relationship between man and machine. Today, we have a choice; be disrupted, be the disrupter.” Ginni Rometty Chief Executive Officer of IBM
- 5. 5DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | IBM VISION: TRANSFORMING TIME ON THE GO •IBM Institute for Business Value study surveyed 16,000 drivers in major markets globally, in addition to gaining insight from all major OEMs. •Findings: •We live life in our cars. •Drivers have a sense of disconnection. •New driver expectations: Today we are in service to the car. Tomorrow the car is in service to us.
- 6. 6DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | REINVENTING THE WHEEL WITH COGNITIVE Self-healing Self-learning Self-socializing Self-driving Self-integrating Self-configuring Analytics & servicing Social networks Cognitive & performance Automated & autonomous Personalization Seamless & secure Design a cognitive platform that transforms the connected car into the ultimate device that carries us.
- 7. COGNITIVE MOBILITY Uniting OnStar, IBM Interactive Experience (iX), IBM Watson and The Weather Company to create a cognitive mobility platform. A market-leading service offering that will design, develop, and deliver data-rich, branded experiences in the car to help engage customers on the go. 7DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 8. 8 An industry-first Cognitive Mobility Platform A data-driven operating system that injects human wisdom into the driver and passenger experience. OnStar Go provides the driver with a trusted co-pilot in the car that transforms time on the move.
- 9. 9DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | An industry-first Cognitive Mobility Platform A data-driven operating system that injects human wisdom into the driver and passenger experience. OnStar Go provides the driver with a trusted co-pilot in the car that transforms time on the move.
- 10. THE PARTNERSHIP THE NUMBERS 3.5 MILLION VEHICLES Sold in North America annually 20 YEARS OF ONSTAR: Millions of monthly interactions through multiple channels 4 POWERFUL BRANDS Chevy Cadillac Buick GMC IBM WATSON Cognitive technology that can think like a human IBMiX Cognitive Experience Design THE WEATHER COMPANY world's leading technology platforms and services leveraging weather and related data ONSTAR Connectivity for life on the move THE DISRUPTORS EMBEDDED CONNECTIVITY ONDEMAND RIDE SHARING AUTONOMOUS VEHICLES USERSHIP FOR URBAN MOBILITY COGNITIVE CAPABILITIES MARKET-MAKING TRANSFORMATION 10DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 11. CONNECTED VEHICLE GROWTH ESTIMATED NUMBER OF GLOBAL CONNECTED VEHICLES* 2016 2017 2018 2019 2020 21M 33M 48M 64M 83M ESTIMATED NUMBER OF USA VEHICLES WITH ONSTAR GO** 2016 2017 2018 2019 2020 .5M 2.5M 6M 10M 13M * SOURCE: BUSINESS INSIDER INTELLIGENCE, “THE TRANSFORMATION OF THE AUTOMOBILE” APRIL 2016. ** THESE FORECASTS ARE IBM ESTIMATES. DUE TO REGULATORY LIMITATIONS GM CANNOT SHARE EXACT NUMBERS AND PROJECTIONS. 11DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 12. THE ROAD AHEAD ONSTAR GO EXPERIENCE PLATFORM VERSION 1.1 Current platform delivers branded driver interactions based on location, GM user profile and situational context, delivered in a driver distraction and usability tested environment. VERSION 2.0 The vision for features will include driver alerts, notifications and application of cognitive systems to further individualize driver interactions. VERSION 3.0 The longer term vision will deliver a fully cognitive mobility platform with individualized driver interactions, and natural speech recognition. 12DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 13. RESTAURANTS RETAILERS FUEL HOSPITALITY MEDIA AND ENTERTAINMENT BANKING TRAVEL MULTIMODAL TRANSPORTATION FROM DELIVERING VALUABLE OPTIONS IN THE CAR TO OWNING THE MOMENT WITH A COGNITIVE EXPERIENCE AND NATURAL SPEECH RECOGNITION HOW WILL COGNITIVE MOBILITY IMPACT YOUR INDUSTRY? 13DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 14. REINVENTING FUELING & CONVENIENCE 14DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 15. REINVENTING RETAIL 15DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 16. REINVENTING FOOD & DINING 16DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 17. 17DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY |
- 18. IBM COGNITIVE MOBILITY PLATFORM + GM + GLYMPSE PICK-UP 18DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | EN ROUTE PICK-UP • Pick-up Dashboard: Customer Map + ETA • Reporting & Analytics GLYMPSE RETAIL DASHBOARD FAMILYMAP • Order/Pick-up on behalf of Family Member • Meet/Invite Family Member at ORDER E-COMMERCE
- 19. VALUE OF THE GLIMPSE PICKUP EXPERIENCE 19DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | CUSTOMER • Speed of purchase experience • Convenience • Instant Gratification • Impulse Purchase RETAILER • Operational Efficiencies • Incremental Sales • Competitive Advantage (vs. Online Retailers)
- 20. RETAIL EVOLUTION 20DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY | IN-STORE PICK-UP CURB SIDE PICK-UP VIRTUAL DRIVE-THRU 30 MIN 15 MIN 5 MIN • Drive to store • Park • Go into store • Purchase • Carry goods • Back to car • Drive to store • Park • Show ID / Proof of purchase • Drive to store • Park PHYSICAL RETAIL LOCATION E-COMMERCE/ ONLINE SHOPPING
- 21. 21 Design The Future Of Cognitive Mobility With Us
- 22. THANK YOU DO NOT DISTRIBUTE - CONFIDENTIAL & PROPRIETARY
Editor's Notes
- Add bullets under the headline and cite source somewhere small: IBM Institute for Business Value: A new relationship — people and cars Self healing: Analytics & servicing Self-socializing: social networks Self-learning: Cognitive & performance Self-driving: Automated & autonomous Self-configuring: Personalization Self-integrating: Seamless & secure
- Add bullets under the headline and cite source somewhere small: IBM Institute for Business Value: A new relationship — people and cars Self healing: Analytics & servicing Self-socializing: social networks Self-learning: Cognitive & performance Self-driving: Automated & autonomous Self-configuring: Personalization Self-integrating: Seamless & secure
- We spend an average of 42mins a day Customers - People expect to be in those moments that feel disconnected. Disconnection leads to a fear of missing out and disconnection mean time waster - our challenge was transform that time in the car Redefining the relationship between human and machine
- Add bullets under the headline and cite source somewhere small: IBM Institute for Business Value: A new relationship — people and cars Self healing: Analytics & servicing Self-socializing: social networks Self-learning: Cognitive & performance Self-driving: Automated & autonomous Self-configuring: Personalization Self-integrating: Seamless & secure
- Joanna: Mark and I have the pleasure of introducing you to OnStar Go, An industry-first Cognitive Mobility Platform, a data driven operating system that injects human wisdom into the driving experience. powered by the connectivity of OnStar, the intelligence of IBM Watson, and the creativity and experience design expertise of IBM iX. Mark: OnStar Go is powered by the connectivity of OnStar, the intelligence of IBM Watson, and the creativity and experience design expertise of IBM iX. It provides the driver with a trusted co-pilot in the car that transforms time wasted into time well spent.
- So, here we are -- at the cognitive frontier, but there’s still a critical step between the first spark and the first step. Experience Design turns ideas into action and turns the art of the possible into the art of the doable. When it comes to this revolution, the winners will be defined by their ability to design with data and craft intelligent mobility services and skills that transform time. So my challenge to you is to help us lead this future. Let’s make mobility cognitive. Let’s think BIG. Let’s think NEW. Let’s think NOW! Join us and design your place in the Cognitive Era of enlightened mobility.