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A Smarter (and Safer) Railroad with RFID Keith Sheardown General Manager – Technology Solutions Bombardier Transportation
About Bombardier <ul><li>Head Office in Montréal </li></ul><ul><li>Workforce of 60,000 people in 22 countries with revenue...
Innovating Since 1942
Global Leader in Passenger Rail Equipment
Passenger Rail Services
Our RFID Journey <ul><li>It started with a problem to solve </li></ul><ul><li>RFID Journal LIVE Canada 2007 – Eureka…Probl...
The Disclaimer <ul><li>This is based on one person’s experience </li></ul><ul><li>We do not have all the answers – we are ...
A Problem Worth Solving <ul><li>Track inspections conducted every 72 hours - primarily during daylight </li></ul><ul><li>N...
Where’s the Money? <ul><li>I.T. Budget – replacing “Legacy Systems” </li></ul><ul><li>R+D – about the product </li></ul><u...
RFID is Homeless! <ul><ul><li>RFID is ubiquitous yet it is not clear in many organizations where leadership for RFID devel...
Who gets the Money? <ul><li>The investment with the best… </li></ul><ul><li>R.O.I. </li></ul><ul><li>… unless it becomes c...
Innovation at Bombardier <ul><li>Grow Services Business </li></ul><ul><li>Launched an innovation incubator in 2008 – Techn...
RFID Journal LIVE - 2007 <ul><li>Attended presentation on Ultra Wide Band (UWB) RFID deployment at BP </li></ul><ul><li>De...
Ready to Spend <ul><li>Was convinced that UWB was the solution  </li></ul><ul><ul><li>very precise location capabilities <...
“ When you come to a fork in the road, take it”   Yogi Berra
Went Back to School <ul><li>We needed to re-focus on the problem and explore design alternatives  </li></ul><ul><li>Found ...
… and then Back to the Problem <ul><li>“ People lie – their actions don’t” </li></ul>Richard Hilleman  Chief Creative Dire...
“ Sketching” the User Experience <ul><li>Interviewed more than 60 stakeholders </li></ul><ul><ul><li>walked many miles in ...
“ Sketching” the User Experience
“ Sketching” the User Experience
“ Sketching” the User Experience
What We Learned <ul><li>Procedures and training were believed to be enough </li></ul><ul><ul><li>In reality the Stakeholde...
<ul><li>Sketching User Experiences   </li></ul><ul><li>Bill Buxton </li></ul><ul><ul><li>Sketching is about  asking questi...
Sketching the User Experience <ul><li>Two very common myths about designing solutions </li></ul><ul><ul><li>1: That we kno...
Our Old Model for Design
The New Model (Thanks to Buxton)
Sketching the User Experience <ul><li>“ The things we have to learn before we do them, we learn by doing them”   </li></ul...
What our Future Looks Like <ul><li>We can locate where people and trains are with relative ease – our focus is what to do ...
RFID Innovation & The Organization <ul><li>Look for catalysts and change agents first  </li></ul><ul><ul><li>figure out wh...
Can’t Afford to get the design right? <ul><li>But we can pay for the additional costs of major redesigns, or being late on...
No Money? <ul><li>Look for partners </li></ul><ul><ul><li>“ Customers”, Universities, Colleges, government programs, trade...
A Final Word to RFID Users <ul><li>Know what problem you are trying to fix  </li></ul><ul><li>Don’t expect any technology ...
A Final Word to RFID Developers <ul><li>Put your  CUSTOMER  at the center of your strategy – not your Competitors and  not...
It’s About the  Visibility  into your Business <ul><li>“ Perhaps the single most important thing that RFID does for busine...
<ul><li>Fail early. Fail often. Learn. </li></ul>As you Start (or Continue) your RFID Journey
More info at  www.smartrailroad.com Keith Sheardown    647.284.9300  [email_address]
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RFIDJournal Live Keynote Orlando 2010

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Keynote presentation called &quot;Bombardier Runs a Smarter (and Safer) Railroad with RFID&quot;. Provided at RFIDJournal LIVE Conference in Orlando, FL on April 16, 2010.

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RFIDJournal Live Keynote Orlando 2010

  1. 2. A Smarter (and Safer) Railroad with RFID Keith Sheardown General Manager – Technology Solutions Bombardier Transportation
  2. 3. About Bombardier <ul><li>Head Office in Montréal </li></ul><ul><li>Workforce of 60,000 people in 22 countries with revenues of $19B </li></ul><ul><li>#1 in passenger rail equipment – #3 in civil aircraft </li></ul>
  3. 4. Innovating Since 1942
  4. 5. Global Leader in Passenger Rail Equipment
  5. 6. Passenger Rail Services
  6. 7. Our RFID Journey <ul><li>It started with a problem to solve </li></ul><ul><li>RFID Journal LIVE Canada 2007 – Eureka…Problem Solved! </li></ul><ul><li>Ready to Spend – Got Cold Feet </li></ul><ul><li>Went back to School </li></ul><ul><li>Sketching the User Experience </li></ul>
  7. 8. The Disclaimer <ul><li>This is based on one person’s experience </li></ul><ul><li>We do not have all the answers – we are still learning </li></ul><ul><li>This about the design process and not about the technology </li></ul><ul><li>We have failed often – but we have failed early! </li></ul>
  8. 9. A Problem Worth Solving <ul><li>Track inspections conducted every 72 hours - primarily during daylight </li></ul><ul><li>No viable technology currently </li></ul><ul><li>Heavy reliance on rules and training </li></ul><ul><li>Track workers are in harms way every day they go to work </li></ul><ul><li>Number 1 on the list of Top 10 Rail Safety Action Priorities – Federal Transit Administration </li></ul><ul><li>Source: FTA, Rail Transit Safety Quarterly Newsletter, fall 2008, “Safety Action Plan” </li></ul>
  9. 10. Where’s the Money? <ul><li>I.T. Budget – replacing “Legacy Systems” </li></ul><ul><li>R+D – about the product </li></ul><ul><li>Investment must come from the Business </li></ul><ul><ul><li>The business must know their problems </li></ul></ul><ul><ul><li>The business must lead the strategy, the investment and the project </li></ul></ul>
  10. 11. RFID is Homeless! <ul><ul><li>RFID is ubiquitous yet it is not clear in many organizations where leadership for RFID development should reside </li></ul></ul>
  11. 12. Who gets the Money? <ul><li>The investment with the best… </li></ul><ul><li>R.O.I. </li></ul><ul><li>… unless it becomes competitive advantage, or a strategic imperative </li></ul>
  12. 13. Innovation at Bombardier <ul><li>Grow Services Business </li></ul><ul><li>Launched an innovation incubator in 2008 – Technology Solutions </li></ul><ul><li>Our mandate – to help our Customers run a better railroad </li></ul><ul><li>We solve problems and develop integrated solutions for passenger rail agencies </li></ul>
  13. 14. RFID Journal LIVE - 2007 <ul><li>Attended presentation on Ultra Wide Band (UWB) RFID deployment at BP </li></ul><ul><li>Designed to locate refinery workers in real time </li></ul><ul><li>Retained Consultant to develop solution to protect track workers – problem solved! </li></ul>
  14. 15. Ready to Spend <ul><li>Was convinced that UWB was the solution </li></ul><ul><ul><li>very precise location capabilities </li></ul></ul><ul><li>Stopped looking at the problem and alternative designs </li></ul><ul><ul><li>it was all about implementing UWB RFID </li></ul></ul><ul><li>Market urgency dropped off – needed a client to work with </li></ul><ul><li>Got cold feet – we did not know enough about the stakeholders or their needs </li></ul>
  15. 16. “ When you come to a fork in the road, take it” Yogi Berra
  16. 17. Went Back to School <ul><li>We needed to re-focus on the problem and explore design alternatives </li></ul><ul><li>Found some smart friends – and a client with strong interest </li></ul><ul><li>M.I.T. to McMaster University </li></ul><ul><li>McMaster was appointed Technology Partner </li></ul><ul><li>Ontario Centers of Excellence provided grant to match our investment </li></ul>
  17. 18. … and then Back to the Problem <ul><li>“ People lie – their actions don’t” </li></ul>Richard Hilleman Chief Creative Director - Electronic Arts (EA Sports)
  18. 19. “ Sketching” the User Experience <ul><li>Interviewed more than 60 stakeholders </li></ul><ul><ul><li>walked many miles in their shoes (and boots!) </li></ul></ul><ul><li>Hired an expert in “Human Factors” </li></ul><ul><li>Documented all user requirements </li></ul><ul><li>Immersed ourselves into the social and cultural issues </li></ul><ul><li>Simulated all major fatalities from the past ten years </li></ul>
  19. 20. “ Sketching” the User Experience
  20. 21. “ Sketching” the User Experience
  21. 22. “ Sketching” the User Experience
  22. 23. What We Learned <ul><li>Procedures and training were believed to be enough </li></ul><ul><ul><li>In reality the Stakeholders needs were not well understood by others </li></ul></ul><ul><li>We needed to gain the trust of the people that we were trying to help </li></ul><ul><li>Industry experience was not shared well </li></ul><ul><li>We found more value than initially thought </li></ul><ul><li>We didn’t know what we didn’t know! </li></ul>
  23. 24. <ul><li>Sketching User Experiences </li></ul><ul><li>Bill Buxton </li></ul><ul><ul><li>Sketching is about asking questions </li></ul></ul><ul><ul><li>Prototyping is about offering suggestions </li></ul></ul>
  24. 25. Sketching the User Experience <ul><li>Two very common myths about designing solutions </li></ul><ul><ul><li>1: That we know what we want at the start of a project, and </li></ul></ul><ul><ul><li>2: That we know enough to start building it </li></ul></ul><ul><li>Bill Buxton </li></ul>
  25. 26. Our Old Model for Design
  26. 27. The New Model (Thanks to Buxton)
  27. 28. Sketching the User Experience <ul><li>“ The things we have to learn before we do them, we learn by doing them” </li></ul><ul><li>Aristotle </li></ul><ul><li>The trick is do them early, invest smartly and learn quickly! </li></ul>
  28. 29. What our Future Looks Like <ul><li>We can locate where people and trains are with relative ease – our focus is what to do with this knowledge </li></ul><ul><li>Refining the user experience will never end </li></ul><ul><li>We expect that our solution will be a hybrid </li></ul><ul><li>The User Interface will get the bulk of our resources, and where the real gold is </li></ul><ul><li>We expect to be leveraging our newfound asset “visibility” into other value propositions </li></ul>
  29. 30. RFID Innovation & The Organization <ul><li>Look for catalysts and change agents first </li></ul><ul><ul><li>figure out where the empire should be built secondly </li></ul></ul><ul><li>Staff with people that know your “customer” intimately </li></ul><ul><li>Create accountability for innovation </li></ul><ul><li>Demand an ROI but look for Competitive Advantage </li></ul><ul><li>Accept early failures </li></ul><ul><li>“ Sketch twice – Build once” </li></ul>
  30. 31. Can’t Afford to get the design right? <ul><li>But we can pay for the additional costs of major redesigns, or being late on a contract, or fixing bugs, or losing a Customer, or paying for additional support staff for “X” years until we get the design right </li></ul>
  31. 32. No Money? <ul><li>Look for partners </li></ul><ul><ul><li>“ Customers”, Universities, Colleges, government programs, trade groups </li></ul></ul><ul><li>“ Sketch” the Experience </li></ul><ul><li>Buy the book / Visit Youtube </li></ul>
  32. 33. A Final Word to RFID Users <ul><li>Know what problem you are trying to fix </li></ul><ul><li>Don’t expect any technology to fix business problems on it’s own </li></ul><ul><li>Dream Big but start small – get a few small wins </li></ul><ul><li>Involve your people – manage change like your life depends on it </li></ul><ul><li>Find champions throughout your organization – educate and inform them on the possibilities </li></ul><ul><li>Create an incubator of innovation </li></ul>
  33. 34. A Final Word to RFID Developers <ul><li>Put your CUSTOMER at the center of your strategy – not your Competitors and not your technology </li></ul><ul><ul><li>Know your Customer better than they know themselves </li></ul></ul><ul><ul><li>It is all about improving business performance </li></ul></ul><ul><li>Solve one or two problems extremely well </li></ul><ul><ul><li>As opposed to “casting a line” in five market verticals </li></ul></ul><ul><li>Educate and Inform – Think like Roberti </li></ul><ul><ul><li>Travel without brochures – share your knowledge </li></ul></ul><ul><ul><li>Visit sellingtobigcompanies.com – often! </li></ul></ul>
  34. 35. It’s About the Visibility into your Business <ul><li>“ Perhaps the single most important thing that RFID does for business is to provide visibility into areas of operations not visible previously ” </li></ul><ul><li>Mark Roberti </li></ul><ul><li>Editorial Jan / Feb Issue – RFID Journal </li></ul>
  35. 36. <ul><li>Fail early. Fail often. Learn. </li></ul>As you Start (or Continue) your RFID Journey
  36. 37. More info at www.smartrailroad.com Keith Sheardown  647.284.9300  [email_address]

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