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

1. 1Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group
i
CAR
a Cisco Perspective
Paris, October 15, 2008

2. 2Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group
Santa Maria del Fiore, Florence
One of the Middle-Ages’ Most Daunting
Engineering Challenges

3. 3Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group
Cisco IBSG Automotive Practice
Partnering 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 auto
engineering world
 Auto interactive retail experience
Source: Cisco IBSG Automotive Team
Examples: IBSG OEM Engagements

4. 4Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco Confidential
Introduction
Times of Disruptions

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Disruptions Are Adding Up…
Starting to Resonate
New Competition
China
India Subprimes
Green Inflation
Energy Technology
New Models
Customer
Source: Cisco IBSG analysis
Source: Cisco IBSG 2008
New Requirements New Clock Speed

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…The Industry Is Fighting Back Aggressively
New Models
Innovation
India
Russia
Partnerships &
Acquisitions
Globalization
Restructuring
Low Price
China HybridsNovelty
Platforms
Source: Cisco IBSG analysis
Retail
Source: Cisco IBSG 2008

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Is 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 looming
Source: Cisco IBSG 2008

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Scenario 1 Scenario 2 Scenario 3
“Do a Cisco on Auto”
A newcomer enters the
industry with no legacies, a
radically different operating
model and an open technology
philosophy.
“Do an Apple on Auto”
An industry player or a
newcomer turns the industry
upside down by radically
changing and enhancing the
customer experience, possibly
tapping into unforeseen new
sources of revenue.
“Do a Google on Auto”
An industry player or a
newcomer turns the industry
upside down by disrupting
fundamental automotive
technologies (CO2 reactor, …)
and capturing significant
marketshare value.
Source: Cisco IBSG 2008
Three IT-inspired Disruptive Scenarii
Could What Happened in IT Happen in Auto?

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iCAR
An Entirely New
Car Experience

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Can OEMs afford to maintain this model?
Traffic Jams
 40% of people rate
“traffic” as one of the
three most annoying
issues when operating
a car
Lost Productivity
 >$70B lost in 75
largest U.S. metro
areas
Finding Parking
 Avg. time to find parking in
selected European cities:
~20 minutes
Isolation
 Average occupancy in
U.S. metro areas: 1.15
persons per car
Despite the Passion of Some Owners,
the Car Experience Is Still Not All Positive
Hard Facts
Source: Texas Transportation Institute; EC; Allégo; Cisco IBSG, 2008

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Vision
iCAR: pronunciation ’ ī kär noun
Etymology:
Cisco Brand i-Phone for The Phone of the Future
1 chiefly a CONCEPT: The i-Phone of cars. A
concept which would trigger the same phenomenon
the iPhone created in consumer electronics in the
car industry. 2a: A disruptive product offering which -
within the limits of existing safety and legal rules
- puts the customer experience first and utilizes the
latest advances in IT and automotive innovation to
deliver that. b: predessors of iCAR are the Mini, Scion or
BMW’s iDrive. c: A concept which builds on current and
upcoming energy and technology disruptions to penetrate
a changing industry 3a: Combination of new user-
interfaces, Internet technologies, social networks (including
social engineering) with (probably) electric powered
vehicle. <Cisco in iCAR>4: Our motto to: Changing the
Way we Work, Live, Play and Learn…and Drive
the iPhone of Cars
Source: Cisco IBSG, 2008

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Vision
Source: Cisco IBSG, 2008
Cisco Confidential
 Does away with some major
inconveniences of driving today
 Simplifies and reinvents the driving
experience
 Combines fun, safety, and
environmentally friendly features
 Communicates with its environment,
the home, and the driver’s communities
 Caters to the need for personalization
 Accesses the Internet seamlessly thru
multiple media and allows participating in
Web 2.0 activities whilst on the drive
 Commands a higher premium and
generates a sense of community
i-CAR

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John checks his schedule by voice
activating Webex. As he drives off, his i-Car
synchronizes with his latest calendar, and the
integrated GPS displays the fastest route to his
next meeting.
3
What An Every Day iCAR Experience
Could be Like
4 Traffic builds and he wants an alternate
route. John accesses the i-Car Community
network to learn local traffic conditions. The GPS
uses this data to build an optimum route.
En-route, John voice activates the i-Car
application store. He buys and downloads a new
flight status tracker widget with high ratings in the
iCAR community site.
5 John arrives and the parking lot is full. He
sees i-Car owners in lot on screen and starts
voice chat (VIM) to ask where there is parking.
The other driver directs him to an available space.
6
His RFID-enabled key starts his personalized
dashboard display settings. Before driving off, he
checks in with his family using the on-board HD
TelePresence dashboard unit.
21 Having just landed back, John
contacts his iCAR to remind
him where he parked. He
receives directions by SMS.

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iCAR: The Human Network
Takes to the Road
DRIVER
“Unlimited” options
to design “MyCar”
Easier to locate,
less time on road
More personalization,
Mor functionalities
More intuitive to use,
active remote service
Connecting car and
home applications
More interaction
with the world
iCAR
“A Car You
Need to
Own”
Safer to drive,
Easier to park
PASSENGER
COMMUNITY
Richer interactions

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iCAR Changes Five Car Fundamentals
as We Know Them Today
Experience Community
Car ArchitectureSelf-Expression
Business Model

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Transforming In-Car Experience
User-
Interface
Our Vision
What’s different?
Why is that relevant?
All-in-One, highly intuitive “iPhone”-like
multi-touch interactive dashboard to
control car, media & other
functionalities
• One UI
• Easier to operate
• Better in-car experience
Partly or fully assisted auto-drive or
self-park functionalities
• Technology takes
on key driver
responsibilities
• Driver determines
grade of support
• Better ease of use
• More productive/fun
• Safer
• Ergonomics
• Personalization
• Physical to virtual
lay-out
Automation

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Opening to Communities on the Road
Our Vision
What’s different?
Why is that relevant?
Community
Presence
Opt-in on-the-road community services
to vizualize localization and presence of
relatives, friends, fellow workers and/or
any relevant person part of the driver’s
network.
• Doesn’t exist today
• Visual
• Context
• Locate friends
• Builds on Social
Networks (LOOPT)
• Services Possibility
Opt-in Voice-Instant-Messaging, CB-like
functionalities available at the touch of
a button to reach the driver’s or the
passenger’s contacts on the road.
• Instant voice reach
• Directional
• Opt-in
• Ease-of-use
• No numbering
• Interact car-2-car
• MyCar community member
Community
Interaction

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Improving Self-Expression
Personalization
Our Vision
What’s different?
Why is that relevant?
i-Car would offer possibilities to
personalize the car (internally &
externally), notably by add-on software,
dashboard personalization and own
accessories creation.
• Limited today
• Wider scope & scale
• Add-on features or
softwares
• Adapts to customers
• Innovation in features
• New business model
Automatic synchronization of systems
in car with brought-in devices and
systems at home and at work
• Sync media, email,
calendars
• Grid computing (parked)
• Automatic backup
• Access home content
• Synchronize home &
office
• Send content to
home
Synchronization

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Building New Technology Platforms
Our Vision
What’s different?
Why is that relevant?
SDK
Software Development Kit is a Platform
made available to the developers
community to produce new apps and
new widgets available on the iCAR
interactive dashboard.
• Power of Social
engineering
• Innovation platform
• Change foundation
• Personalization
• Changes Business
Model
Mobile Access Router proposes an
upgradeable connectivity platform
which is application and device
agnostic enabling seamless
connectivity & roaming across media.
• Multi-purpose
• Multi-medium
• IT standards
• Sustainable
• Virtualization
• Solves the lifecycle gap
MAR

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A Different Business Model Could Emerge
Our Vision
What’s different?
Why is that relevant?
Software
Accessories
Personalization
Generate incremental business “à la
Scion” through aftermarket sales of
personalizable accessories by
proposing design-it-yourself add-ons
orderable over the Internet or at
dealer sites.
• Limited today
• Create your own
accessory
• Aftermarket control
• New profit stream
• Customer trends
Similar to Apple’s iTunes, Chrysler
could start a new business line by
providing new software for customers
to install after market directly through
their dealer or/and directly via the
Internet.
• New revenue stream
• New interactions w/
customers
• New features (SDK)
• More aftermarket
control
• New profit stream
• Alignment with market

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Accelerate Clock
Speed
An iCAR Play Could Transform
Traditional Business Models
New Revenue
Opportunities
More Aftermarket
Control
Social Engineering
Resources
Solution
Scalability
Increased Customer
Satisfaction
Better Service
Direct Contact
with Customers
Stick to
Customer Trends
Higher Brand Value
Greater
Product AppealBRAND
PRODUCT
REVENUE
PROFIT
CUSTOMERS
ENGINEERING
Improved
Customer Loyalty
Price Premium
Greater Aftermarket
for Dealers
Higher Volumes
iCAR
“Transformed
Business
Model”

22. 22Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco Confidential
iCAR
Discussions

23. 23Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group
iCAR Architecture
in Action
Core Car Functionality
Engine
Management
Car Operations
Safety & Security
Services &
Maintenance
Communications
Navigation
Entertainment,
Content Mgmt. &
Gaming
Interfaces &
Connectivity
Car Configuration
Integration Systems
Extract
Transform
& Load
Business
Process
Mgmt.
Enterprise
Application
Integration
Vehicle Information
On Board Diagnostics
(OBD)
Electronic Control
Unit (ECU)
Response Automation
Hazard Alert Sys
Surveillance
Tampering Control
Simulation System
Biometric Systems
Monitoring,
Maintenance,
Mgmt.
Passenger
Environment
Diagnostics
Robotics Control
3rd
Party APIs
Hybrid Applications
Voice Services
Data Services
Video Services
GPS & Routing
Traffic Services
Recommendations
Concierge Services
Search
Content Mgmt.
Digital Media
Game Modules
Gaming Platform
Bluetooth
WiFi, WiMAX, 3G
Other Wireless
Multi-touch
Haptics
Olfactory
Personalization
Skin Control APIs
Scent Control APIs
Mechanical Control
APIs
Preferences Mgmt.
John returns home from a long trip, locates his iCAR via
GPS, and follows directions on his mobile.
Entering the car, he reunites with family via a heads-up
TelePresence display.
Meanwhile, his business data is synchronized in the
background, and the iCAR instinctively navigates the
best route to his upcoming meeting.
Entering the parking lot for his client meeting, he spots
colleagues nearby and touches Nancy’s iCAR to speak
live with her, let her know he has arrived, and hone last-
minute strategy for the meeting.
Other Services
Home Services
Productivity & Collaboration
Commerce
Appliance Access &
Control UI
Monitoring &
Automation
Retail Services
Leisure Services
Messaging
Conferencing
Expertise Location
Presence
Socializing

24. 24Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group
RACE: A Detailed ViewiCAR Solutions
Relevancy
Save&Secure
“MyCar”
Environment
FuntoDrive
EaseofUse
CostSaved
TimeSaved
Safety & 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 from
your 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 (stations
in 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 via
voice
 Conference calls/ telepresence: w/windshield
as the screen in the future
 Grid computing (connecting parked cars)
 Cross-roads ad-hoc voice IM (cop contacts you
in 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/ on
route
 Loopt: Locate and video-in friends and family on
the road
 Find and chat with community member
 Chrysler clubs, Yelp by Chrysler
 MyCar: best road trips, most unique car, latest
car performance and experience innovation     
Personalization
 Change the interior kits
 RFID for personalization, business rules for the
vehicle, user profile you set up
 Interior light and smell profiles
 Car versatility (electric stove, waxing iron,
pneumatic tools, storage)
 Software, accessories from marketplace to
improve performance and experience
   

25. 25Copyright © 2008 Cisco Systems, Inc. All rights reserved.Cisco Confidential