The document summarizes Chris Rathborne's trip report from attending the International Consumer Electronics Show in Las Vegas from January 9-15, 2012 and the GMA eBusiness Symposium on January 12-13, 2012. Some of the key areas and technologies covered at CES included automotive, home, and mobile technologies. Automakers like Ford, Toyota, and Mercedes-Benz showcased new in-car technologies. The GMA eBusiness Symposium focused on topics like application development, web transactions, mobile technology, and social media challenges. Various automobile associations discussed their mobile app strategies and experiences with digital technologies.

1. GMA Symposium
Las Vegas, (United States)
12-13 January 2012
Trip Report
Chris Rathborne
RACV eBusiness
Membership Division

2. Two Events
• International Consumer Electronics Show (CES) 9-15 January
2012
– 153k people from all over the world
– 2,700 exhibitors
– 20,000 new products
– Key areas Automotive, Home & Mobile Tech.
• GMA eBusiness Symposium
12-13 January 2012
– 16 Attendees
– Key areas: Application Development, Web Transactions,
Mobile Technology & Social Media

3. CES Automotive
• Major presence by Ford, Toyota, Subaru,
Mercedes-Benz, Audi, General Motors & Honda
• Technology businesses nVidia, Google & Intel
also had a strong ‘motoring’ presence

4. CES Automotive (Ford InCar Tech)

5. Mercedes–Benz Stand

6. Mercedes–Benz Stand

7. CES Automotive (InCar Apps)

8. Subaru’s Cloud Connected Infotainment

9. CES InHome Technology
• Use of Kinect & Cloud Computing
• Convergence of information with the cloud

10. If it has a switch, your device will run it

11. CES Mobile Technology
• Mobile phones & tablets everywhere
• Lenovo – new leading ‘transformer’ machine
• Home Energy Maintenance System using solar
power to control devices using internet
• QR Codes everywhere
• Devices – bigger screens, faster devices and
increase connectivity

12. GMA eBusiness Symposium - NRMA
• Digital Threats
– Rapid change of technology
– The need for more rapid deployment of technologies
– Fast uptake of mobile
– Increased brand risk with social media
• (Qantas & GASP)
• Social Media campaign –
– ‘Mother of all road trips’
– 22k Fans
– Cost = $80k
– Financial Return ??

13. GMA eBusiness Symposium - US
• North America – roadside assistance apps make
sense. Seems urgent, before competitors but
noted users not keen yet
• AA
– Social media approach is social listening
– Many online tools such as Radian 6
– Assessing ‘Pay as you drive’
– Members reticent about being monitored
– Mobile gets us back in the glove box

14. GMA eBusiness Symposium
• RACQ
– Mobile Application
– Free2go logbook
– Roadside assistance has logged 530 jobs
• CAA
– Moving into the mobile ‘Super Application’
– 50k downloads over 12 months
– Customised based on region
– Save make/model to get quotes on products
– Trip Planner (like RACQ)

15. GMA eBusiness Symposium
• AAA Mid Atlantic
– Overview of web development experience
– Navigation, lifespan of websites and need to integrate
social media
– Key source of member acquisition
– Email campaigns should address all parts of website

16. GMA eBusiness Symposium AAA Campus

17. AAA Wheel of Misfortune

18. Summary
• We are all facing the same challenges
• Clear value in sharing learnings to develop
approaches
• Governance & ROI is hard to determine for
everyone, but must be the drivers
• Connected world  Connected car = before our
competitors are there
• Smart cars soon to be literally ‘smart cars’. Car
connectivity is the last frontier