The document discusses the vision of using online social networks and data from networked automobiles to make driving more efficient and coordinated. It outlines several potential applications like mileage logging, insurance pricing based on driving data, ridesharing, and contests. It argues this could be disruptive to large auto companies and outlines market drivers like rising gas prices and widespread WiFi/OBD-II adoption that enable such applications. Challenges discussed include privacy, unfamiliarity with OBD-II ports, and changing driver behavior.

1. Using Online Social Networks to Commercialize the Networked Automobile Ben Resner [email_address]

6. “Green” Trojan Horse

8. 1. Data Mining & Signal Processing http://www.wheresgeorge tracks paper currency Data used to predict flu outbreaks With enough raw data, can VroomGreen predict automotive recalls or alert drivers in real time of distracted driving?

9. 2. Automated MPG and Reliability Surveillance Finally, MPG estimates that are not fiction

10. 3. WarDriving & Sensor Networks Standardized hardware platform & collection methodology greatly aid accuracy.

11. 4. Location-Based Services Database knows your zipcode, car, & routes.

12. 5. Hypermiling & Contests Fringe or Early Adopter? Growing competition for online bragging rights

13. 6. Ridesharing & Route Planning Automated Route Detection Removes Startup Costs

14. 7. Social Content

15. 8. Teen Tracking Engage teenage drivers to become better drivers as well as conserve fuel.

16. 9. Dynamic Insurance Premiums Customer maintains complete control over data.

17. 10. Mileage Logging For IRS Tax Deductions Existing Market Validation. Immediate partnership opportunities.

18. Enormous Market Diversity Status & Virility Utilitarian Commodity How many songs written about cars? How about smartphones?

19. Platform Opportunity – “App Store” Mileage Logging Insurance Pricing Teen Tracking Ridesharing Hypermiling Contests LBS Sensor Networks Data Mining Surveillance Social Content Applications & Developer Community Driving Database 3 rd Party App 3 rd Party App 3 rd Party App Fine-grained privacy controls

21. “Disruptive” Path Niche markets that provides immediate value without user community Medium markets requiring some user community Mature markets requiring large user community

22. Applications Summary Community Size Requirements Mileage Logging Insurance Pricing Teen Tracking Ridesharing Hypermiling Contests LBS Sensor Networks Data Mining Surveillance Location-Based Services Social Content # Users: 1 10 100 1000 10,000 100,000 1M 10M Three market-ready verticals have zero community requirements.

25. Expensive Gas End of cheap gas motivates behavioral change

26. http://www.silobreaker.com/industry-insider-gas-will-be-5-a-gallon-in-2012-5_2263970616057004071

28. Compare to Electricity http://en.wikipedia.org/wiki/Household_income_in_the_United_States http://wiki.answers.com/Q/How_much_electricity_does_the_average_American_household_use http://dinogy.com/entry/18/what-average-cost-of-electricity-in-us $1,200 (2.8%) Average cost of electricity / year (12k kwh * $.10 / KWH) $5,000 (11.5%) High forecast cost gasoline / year (2 cars, 10k miles x 20MPG x $5 / gallon) $1,500 (3.5%) Current cost gasoline / year (1 car 10k miles x 20MPG x $3 / gallon) $43,318 Average Household Income

29. Cheap Hardware GPS <$2.00 Embedded WiFi <$10.00, falling FAST Memory <$2.00 1/3 of all homes in US have WiFi, growing

30. Fourteen Years of OBD-II Approaching installed base of 500 million cars

31. Modern Privacy & “Life Logging” Consumers understand privacy vs. utility

33. “ Life Logging”: Device + Network + Sharing Sleep Logging Pedometers Exercise Wakemate Zeo Fitbit Direct Life (Philips) Garmin Forerunner Nike-iPod

34. Demand-Side Energy Management “Smart Grid” Typically Focused on Electricity – Why not Cars? Dozens More: Ambient, Consert, GRIDiant, Powerit Solutions, REGEN energy, SmartSynch, Tropos Networks, Viridity Energy, Itron, Tendril Networks, Greenbox Technology, Johnson Controls, Honeywell, Siemens, Cisco, eMeter, Energy Hub, Control4, Grid Manager, 4Home, Eccobe…

35. Social E-Commerce Is there anything we won’t share online?

37. Hardware v Software Does not drain smartphone batteries Captures complete data set Requires no user interaction No Up-Front Inventory Costs Easy to setup & install Costs under $10 Hardware Software – “App”

38. Cellular v WiFi / Bluetooth Less expensive hardware Free bandwidth (no monthly service charge) Does not require pairing with router or phone WiFi / Bluetooth Cellular

39. OBD-II Installation is Unfamiliar WiFi Paring Can Be Hard Unfamiliar Familiar Hard Easy

40. “ Yes” to Everything How to sequence intelligently? Mileage Logging Insurance Pricing Teen Tracking Ridesharing Hypermiling Contests LBS Sensor Networks Data Mining Surveillance Social Content Applications & Developer Community Driving Database 3 rd Party App 3 rd Party App 3 rd Party App