MAKE USE OF TIME IN CARS
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ENTER2018 eTourism Conference presentation
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MAKE USE OF TIME IN CARS
- 1. Staffan Davidsson Volvo Cars Group IT Innovation and Digital services Make use of time in cars
- 2. 1.500.000.000hours in cars every year in sweden only
- 3. 500 SEK/hour
- 4. =17% of Sweden’s GDP or 15 Swedish defens budgets 750.000.000.000
- 5. Spare mental capacity! Performance Understimulated Lowdemand Optimaldemand Higdemand Toohighdemand Stimulate Shed load
- 6. 73% of Swedish tourism is by car
- 7. Competitors • BMW • AUDI • Liseberg • Snapchat
- 8. Snapchat – towards the non meeting generation? 1st generation that does not need to meet physically to interact naturally. • Office buildings? • Schools? • Why travel if we don´t have to meet? • Why Autonomous cars?
- 9. Completing The customer’s ”user Journey” Experience Possibilitiesto communicate withyourguest Awareness ontheroad Dream Decide Plan Travel Experience Travel Remeber Referal Return
- 10. Conclusion • We spend a lot of very valuable time in cars • People should not be bored • Experiences become more and more important • Hard to reach out to people on the road • Time traveling to and from you is not well spend
- 11. So what can we do?
- 12. Fill the car with you! • Learn • Play • Socialize • Sing • Share • Exercise • ... • Not visually demanding • Not increases the demand too much As long as
- 13. MINI workshop Make the journey become the destination and enjoy every minute. May be even wish it was longer.
- 16. • Storytelling about where you are • Storytelling about where you are going • Like radio about your trip Triptale
- 17. • 40 great video pitches about how to better spend time in cars Follow the work on Innovation days
- 18. THANKs for your TIME! Ph.D. Staffan Davidsson staffan.davidsson@volvocars.com +46 31 599824 Download Triptale here (Appstore)
Editor's Notes
- I am Staffan Davidsson and Im here to talk about time.
- Did you know that we spend 1,5 Billion hours in cars in Sweden every year? In London the average commut time is two hours a day = One work day per week. Do you know how much that is worth?
- What if we gave every hour a value, lets say 500 crownes. A regular consultant fee in Sweden. Is that fine with you?
- That is equal to 17% of the Swedish GDP. 15 times the Swedish defens budget, I wonder if the gowernment know this? Remember this for a while....
- I have read and done research, a lot of research, about humans. A lot was boring but a lot was also fun and interesting. Here is some research from 1909. I admit, it is not particularly new but human has not changed much since then. Yerkes and Dodgson showed that ”Lagom is best” by electrifing mice. DO YOU KNOW WHAT LAGOM IS? Too little electric stimuli made the mouse less efficient, Too much electric current also made them less efficient, Very much killed them. But Lagom, this fantastic Swedish word, made them more efficient. It is EXACTLY the same for drivers. No, I know what you think! Volvo will never electrify drivers! But ”Lagom is best”. The mental demand should be between too high and too low. In the city is it sometimes to high then Volvo has reduced demand by blocking information to the drivers for 15 years. Sometimes such as in the Swedish forrest can i be too low. 55% of Sweden is covered by forest. This is driving demand in a typical Swedish forest. About 30% of the single accidents seem to depend on sleepiness often caused by low demand. Bordom gives longer respons time under-stimulated drives faster and tend to do bad things to stimulate themselves. Bad things such as texting, which is 23 times more dangerous than driving normally. Unfortunatelly, When they banned texting in the US the accidents increased. Drivers lowered the phone which made them see less of the road scene. PEOPLE SHOULD NOT BE EXPOSED TO MONOTONY OR BE BORED. The Tree And what happens when we got even less to do than today? When the roads are wider, straighter and finaly, when the cars drive themselves. Will We perform super-badly and fall asleep all the time? So how do we stimulate people? Coffee helps (Maby thats why Swedes drink most coffee in the world) Sleep helps but no one does Sugar does not help Cognition, prefereably cognitiv interactions helps you to stay alert as long as it is not visually demanding. Remember this for a while
- Tourists spend a lot of time in cars. Remember this for some time...
- I would also like to tell you a bit about our current and future competitors: BMW a nice german car brand Audi, also a nice german car brand Liseberg the largest Swedish amusement park is a great experience. If Volvo does not create a greate experience people will buy great experiences elsewhere. Snapchat We all have new competition if you think about it. New perhaps weird collaborations will start and competition will pass across different businesses in the future.
- The competition lay in time and experiences, not within a particular business. For instance: My kids play on Snapchat. They express emotions, develop and learn together... If this continues, people does not have to meet to work efficiently and naturally. What do we then do with .... This is just one of many scenarios that may happen in the future. Remember this for some time
- I know that this is a simplification but the user yourney when traveling often follows something like this. How many of you have a great story to tell that attracts people? You have a great story that attracts people but when the 73% of the tourists passes you can you not reach out to them When they are going to you, they have to wait the whole journey to start the experience. And the experience ends when you leave You. All the time spend in the car is wasted from your point of view Did you know that 7 million cars passes Jönköping every year. You need to reach out to road users to tell your story and you need to complete the user journey so that the experience start already in the car and doesnt end until they are home. Lets conclude.
- Conclusion Together, We have an important task to fulfil. To bring your story into the car.
- This is a challenge the students at Innovation Days got from Volvo Cars. You have two minutes from when the movie is finished to discuss the challenge with your neighbour.