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Quan%fied	Cars		
	An	explora+on	of	the	posi+on	of	ICT	start-ups	vs.	car	
manufacturers	towards	digital	car	services	and	sus...
QuanCfied	Cars	
hEp://www.aegis-bigdata.eu/	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 Page	2	
	
	
The	aegis	project	has	...
QuanCfied	Cars	
Ques%on	
Background	and	moCvaCons	
What	are	the	roles	of	start-ups	vs.	
car	manufacturers	in	delivering	
no...
QuanCfied	Cars	
“Architecture,	FuncConing	and	Governance	of	Modern	Enterprises”.-	8th	April	2015	-	Paris		 4	
Background	an...
QuanCfied	Cars	 Background	and	moCvaCons	
Qua%fied	Self	and	Quan%fied	vehicles	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 5...
QuanCfied	Cars	
6	
Background	and	moCvaCons	
“a	system	of	interdependent	ac$vi$es	that	
transcends	the	focal	firm	and	spans	...
QuanCfied	Cars	
7	
Background	and	moCvaCons	
•  Business	Model	Design	
•  Business	Model	ReconfiguraCon	
Design	Vs.	Reconfigu...
QuanCfied	Cars	
n  Automo%ve	Industry	
n  Car	manufacturers	may	use	digital	services	to	opCmize	powertrain	calibraCon	for	s...
QuanCfied	Cars	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 9	
QuanCfied	Car	Start-ups		
VALUE	PROPOSITION:	Unlimited	car	mo...
QuanCfied	Cars	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 10	
QuanCfied	Car	Start-ups		
VALUE	PROPOSITION:	Connect	your	ca...
QuanCfied	Cars	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 11	
QuanCfied	Car	Start-ups		
VALUE	PROPOSITION:	The	Leading	Ope...
QuanCfied	Cars	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 12	
QuanCfied	Car	Start-ups		
VALUE	PROPOSITION:	Smartphone-powe...
QuanCfied	Cars	
Main	data	acquisi%on	approaches	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 13	
QuanCfied	Car	Start-ups		
n...
QuanCfied	Cars	
Reasons	why	Original	Equipment	Manufacturers	(OEMs)	are	currently	struggling	
to	establish	an	ecosystem	for...
QuanCfied	Cars	
eeNews	Automo%ve	(2017)	‘German	car	industry	plans	to	
close	OBD	interface’		
NBM2017	-June,	21-22,	2017	-	...
QuanCfied	Cars	
…OEMs	are	interested	in	taking	over	the	data	provider	role	and	to	establish	a	car	data	
ecosystem:	Data	acq...
QuanCfied	Cars	
‘Data	protec%on	principles	for	connected	vehicles’	(VDA,	2014)		
NBM2017	-June,	21-22,	2017	-	Graz,	Austria...
QuanCfied	Cars	
Data	categories	in	connected	vehicles	(Source:	VDA,	2014)	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 Page...
QuanCfied	Cars	
Concluding	remark	
NBM2017	-June,	21-22,	2017	-	Graz,	Austria	 Page	19	
Conclusion	and	outlook	
n  US	ICT	s...
Thanks	for	your	aEen%on	
….any	ques%ons?
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Quantified Cars: An exploration of the position of ICT start-ups vs. car manufacturers towards digital car services and sustainable business models

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What are the roles of start-ups vs. car manufacturers in delivering
novel digital services and sustainable business models built on car opera+on data analysis?
Learn how this can be solved with Big Data and the AEGIS Platform

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Quantified Cars: An exploration of the position of ICT start-ups vs. car manufacturers towards digital car services and sustainable business models

  1. 1. Quan%fied Cars An explora+on of the posi+on of ICT start-ups vs. car manufacturers towards digital car services and sustainable business models C. Kaiser, A. Stocker, A. Festl, P. Mörtl, M. Glitzner Virtual Vehicle Research Center, Graz, Austria chris%an.kaiser@v2c2.at G. Viscusi EPFL-CDM(MTEI CSI), Lausanne, Switzerland gianluigi.viscusi@epfl.ch
  2. 2. QuanCfied Cars hEp://www.aegis-bigdata.eu/ NBM2017 -June, 21-22, 2017 - Graz, Austria Page 2 The aegis project has received funding from the European Union’s Horizon 2020 research and innovaCon program under grant agreement No 732189. The document reflects only the author’s views and the Commission is not responsible for any use that may be made of informaCon contained therein Acknowledgement
  3. 3. QuanCfied Cars Ques%on Background and moCvaCons What are the roles of start-ups vs. car manufacturers in delivering novel digital services and sustainable business models built on car opera+on data analysis?
  4. 4. QuanCfied Cars “Architecture, FuncConing and Governance of Modern Enterprises”.- 8th April 2015 - Paris 4 Background and moCvaCons Digi$zing as a technical process ‘‘of conver$ng analog signals into a digital form, ul$mately into binary digits (bits)’’ Digitaliza$on as ‘‘a sociotechnical process of applying digi$zing techniques to a broader social and ins$tu$onal contexts that render digital technologies infrastructural’’ Digi%zing vs. digitaliza%on Tilson D, LyyCnen K, Sørensen C (2010) Digital infrastructures: the missing IS research agenda. Inf Syst Res 21:748–759
  5. 5. QuanCfied Cars Background and moCvaCons Qua%fied Self and Quan%fied vehicles NBM2017 -June, 21-22, 2017 - Graz, Austria 5 “The quan+fied self is any individual engaged in the self-tracking of any kind of biological, physical, behavioral, or environmental informa+on.” (Swan 2013) The behavioral paNerns of self-tracking can be transferred to cars (and vehicles in general), which capture sensory data about themselves and about their environment, thus becoming ‘Quan+fied Vehicles’ (Stocker et al., 2017).
  6. 6. QuanCfied Cars 6 Background and moCvaCons “a system of interdependent ac$vi$es that transcends the focal firm and spans its boundaries. The ac$vity system enables the firm, in concert with its partners, to create value and also to appropriate a share of that value” ZoG, C., Amit, R.: Business model design: an ac$vity system perspec$ve. Long Range Plann. 43, 2-3, 216–226 (2010). Business model as…
  7. 7. QuanCfied Cars 7 Background and moCvaCons •  Business Model Design •  Business Model ReconfiguraCon Design Vs. Reconfigura%on Source: Massa, L. & Tucci, C.L.. “Business Model InnovaCon.” In The Oxford Handbook of InnovaCon Management, edited by Mark Dodgson, David M. Gann, and Nelson Phillips. Oxford Univ. Press., 2014. doi:0.1093/oxfordhb/9780199694945.013.002.
  8. 8. QuanCfied Cars n  Automo%ve Industry n  Car manufacturers may use digital services to opCmize powertrain calibraCon for special usage behavior (e.g. in postal delivery transport). n  Automo%ve engineers may improve the accuracy of driver models and tesCng for advanced driver assistance systems. n  Individual drivers n  Individual drivers may be empowered to assess their personal driving style and get improvement suggesCons to drive more safely or economically friendly. n  Governmental authori%es n  Road traffic departments of ciCes can be empowered to make informed decisions based on their gained knowledge about traffic pakerns, thereby increasing road safety and reducing driving emissions in urban environments. n  Various organiza%onal customers n  Insurance companies can provide new kinds of insurance contracts for safer drivers and will be provided with new means to infer driving risks. n  Driving schools can be supported in supervising students based on digitally monitored driving styles, teaching them to drive safer and economically friendly. Background and moCvaCons Stakeholders and their interest towards digital services NBM2017 -June, 21-22, 2017 - Graz, Austria 8
  9. 9. QuanCfied Cars NBM2017 -June, 21-22, 2017 - Graz, Austria 9 QuanCfied Car Start-ups VALUE PROPOSITION: Unlimited car monitoring, zero fees. The only connected car adapter with unlimited 3G included.
  10. 10. QuanCfied Cars NBM2017 -June, 21-22, 2017 - Graz, Austria 10 QuanCfied Car Start-ups VALUE PROPOSITION: Connect your car to Dash, to make driving smarter, safer, greener and more affordable.
  11. 11. QuanCfied Cars NBM2017 -June, 21-22, 2017 - Graz, Austria 11 QuanCfied Car Start-ups VALUE PROPOSITION: The Leading Open Pla`orm for Connected Cars
  12. 12. QuanCfied Cars NBM2017 -June, 21-22, 2017 - Graz, Austria 12 QuanCfied Car Start-ups VALUE PROPOSITION: Smartphone-powered road safety for ci+es, fleets, and individuals.
  13. 13. QuanCfied Cars Main data acquisi%on approaches NBM2017 -June, 21-22, 2017 - Graz, Austria 13 QuanCfied Car Start-ups n  Branded hardware plug connected to the On-board diagnos%cs (OBD)-II interface. n  This allows them accessing certain car sensor data, e.g. speed. n  They may equip their devices with addi%onal sensors including GPS or accelerometer to collect addiConal relevant data describing the movement of the car. n  Both plug and internet connec%vity are usually not free of charge. n  They produce a lock-in effect to the parCcular business model of a quanCfied car start-up and are one way to safeguard revenues. n  Use of the sensors built into smartphones, e.g. GPS, accelerometer or luminance, to capture data while driving. n  This makes smartphones suitable devices to track car trips, too. n  However, smartphones lack informaCon provided by car sensors including emission data or rpm. n  Nevertheless smartphones have the advantage of an ‘always on’ connec%vity for event extracCon and service provision.
  14. 14. QuanCfied Cars Reasons why Original Equipment Manufacturers (OEMs) are currently struggling to establish an ecosystem for apps and services (AutoMat, 2016)… NBM2017 -June, 21-22, 2017 - Graz, Austria Page 14 n  Brand-specific business approaches dominate, and as a consequence there is a lack of brand-independent car lifecycle data. n  Focus on the individual customers, leading to privacy concerns, n  Few ideas exist on how anonymized car data can be used to establish other services.
  15. 15. QuanCfied Cars eeNews Automo%ve (2017) ‘German car industry plans to close OBD interface’ NBM2017 -June, 21-22, 2017 - Graz, Austria Page 15 The posiCon of car manufacturers “Instead, the data will be made accessible to interested third par$es through a neutral server, and basically under control of the automo+ve industry.”
  16. 16. QuanCfied Cars …OEMs are interested in taking over the data provider role and to establish a car data ecosystem: Data acquisi%on systems will be integrated into cars. NBM2017 -June, 21-22, 2017 - Graz, Austria Page 16 The posiCon of car manufacturers Access to vehicle generated data (Source: VDA, 2016)
  17. 17. QuanCfied Cars ‘Data protec%on principles for connected vehicles’ (VDA, 2014) NBM2017 -June, 21-22, 2017 - Graz, Austria Page 17 The posiCon of car manufacturers n  Transparency: VDA members strive for adequate informaCon about the data in connected vehicles and the use of these data. n  Self-determina%on: VDA members are striving to enable customers to determine themselves the processing and use of personal data through various opCons. n  Data-security: VDA members strive to implement the strong safety culture in connected vehicles.
  18. 18. QuanCfied Cars Data categories in connected vehicles (Source: VDA, 2014) NBM2017 -June, 21-22, 2017 - Graz, Austria Page 18 The posiCon of car manufacturers
  19. 19. QuanCfied Cars Concluding remark NBM2017 -June, 21-22, 2017 - Graz, Austria Page 19 Conclusion and outlook n  US ICT start-ups n  adopt either an OBD-II interface plug or smartphone sensory to capture data n  create new services and business models based on analyzing large quanCCes of car data n  German car manufacturers n  would have a direct access to car data - at least from a technical perspecCve. n  have become aware of the huge market which is at loose to the ICT industry. n  start to advance own projects and discuss restricCng the OBD-II interface. n  are seeking new opportuniCes and may establish a data market for third party services.
  20. 20. Thanks for your aEen%on ….any ques%ons?

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