This was a SxSW 2016 talk that Michael Simmons and Jason Hoover gave on the topic of how technology is taking the connected car and turning into a new marketplace.

1. THE CONNECTED CAR
as a New Marketplace
Mike Simmons
Driveway
Jason Hoover
Capital One

2. THE CONNECTED CAR
as a New Marketplace
Session Breakdown
The Connected Car
Business Models
Future Opportunity

3. THE CONNECTED CAR
as a New Marketplace
The Future of Cars
Connectivity Sharing
Electrification Autonomy

4. THE CONNECTED CAR
as a New Marketplace
The Cost of Driving
Uber
$3.00
Uber Pool
$1.50
New Car
$0.80
Used Car
$0.56
SAV
$0.34
SAV Pool
$0.16
Per-mile cost of driving at 12,000 miles/year

5. THE CONNECTED CAR

6. THE CONNECTED CAR
as a New Marketplace
What is a Connected Car?
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Infotainment
Handsfree Voice Control
CarPlay/Android Auto
In-Car Apps
Out-of-Car Apps
Connected Services

7. THE CONNECTED CAR
as a New Marketplace
Getting Connected
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
OEM EmbeddedSatellite OEM Tethered
Aftermarket Cellular Aftermarket Tethered Smartphone
Driveway

8. THE CONNECTED CAR
as a New Marketplace
On-Board Diagnostics
Federally Mandated in 1996
Designed for Emissions Compliance
Indie Garage Repair
The OBD-II Port
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

9. THE CONNECTED CAR
as a New Marketplace
The OBD Landscape
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

10. THE CONNECTED CAR
as a New Marketplace
The Data
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
VIN
Speed
RPM
Air flow rate
Pedal position
Manifold pressure
Temperature
Diagnostic Trouble Codes

11. THE CONNECTED CAR
as a New Marketplace
The Good Stuff
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Proprietary Data
OEM-specific
Limited access
Dealer scan tools
Odometer
Seat belt status
Airbag status
Controls

12. THE CONNECTED CAR
as a New Marketplace
Is Car Hacking a Thing?
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
Read v. Write
Little hack, Big hack
Multiple threat vectors
Issue for all IoT

13. THE CONNECTED CAR
as a New Marketplace
The Future of Connectivity
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

14. Today’s Business Models

15. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

16. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

17. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

18. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

19. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

20. THE CONNECTED CAR
as a New Marketplace
Business Models
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

21. THE CONNECTED CAR
as a New Marketplace
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY
The new CPM
Business Models

22. OPPORTUNITY
APIs & MORE

23. THE CONNECTED CAR
as the New Marketplace
API LANDSCAPE
API
• IFTTT/Zapier
• OBD2 device vendors
• IBM Watson
• Google TensorFlow
• Android Auto
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

24. THE CONNECTED CAR
as the New Marketplace
SOC LANDSCAPE
System on a Chip (SoC)
• Intel Quark - Small form factor
• Intel Atom - Higher performance but small
• TI TDA3x ADAS - Facial recognition -
monitoring
• Raspberry Pi + Arduino
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

25. THE CONNECTED CAR
as the New Marketplace
Passenger
Driver Vehicle Marketing
Services
MARKETPLACE IN MOTION
Consumers Producers
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

26. THE CONNECTED CAR
as the New Marketplace
Efficiency Gains
Drivers, Services, Marketing, &
Vehicle
• Improving people’s lives with time
• Saving people money
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

27. THE CONNECTED CAR
as the New Marketplace
EFFICIENCY GAINS
Purchasing Efficiencies
Link multiple needs
• Create value by giving customer’s time back
• TensorFlow
• IFTTT/Zapier
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

28. THE CONNECTED CAR
as the New Marketplace
EFFICIENCY GAINS
Ecosystem Leverage
for Commodity Purchases
Large Groups of Cars Have the Same
Maintenance/Service Needs:
• Watson/Edmunds/TensorFlow
• Create a Marketplace Between OEM
Products & Service Providers & Drivers
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

29. THE CONNECTED CAR
as the New Marketplace
MONETIZATION
Passenger + Marketing/Sales
Captive Audiences
Nothing else to do
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

30. THE CONNECTED CAR
as the New Marketplace
MONETIZATION
New Passenger Experiences
Enhance the customer experience while
being driven:
• Trivia Games
• Historical Information
• Android Auto API / Wikipedia
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

31. THE CONNECTED CAR
as the New Marketplace
MONETIZATION
Infotainment & Advertising
•Hyper targeted by Geo and Time
•Streaming Content and Ads
Content Time-based
News
Geo
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

32. THE CONNECTED CAR
as the New Marketplace
SERVICES
• Do something with all that data
• Re-invent the experience for the driver
• RideSharing
Vehicle + Driver + Sales
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

33. THE CONNECTED CAR
as the New Marketplace
SERVICES
Data Aggregation
• Behavioral Equity
• TensorFlow
• OBD2 Devices
• Software OBD2 SDKs
• Alexa Queries
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

34. THE CONNECTED CAR
as the New Marketplace
SERVICES
Purchases from Car
Too lazy for Apple Pay? Drive thru pay:
• Instead of fishing for a phone, the car can
register the payment
• TI TDA3x ADAS processor
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

35. THE CONNECTED CAR
as the New Marketplace
SERVICES
Independent RideShare
Apple Pay/NFC + OBD2 = Uber/Lyft Solo:
• Give individuals the ability to share rides/
commutes plus cost
• GroupLoop
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

36. THE CONNECTED CAR
as the New Marketplace
SERVICES
Remote Delivery Locker
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

37. THE CONNECTED CAR
as the New Marketplace
PAVING THE WAY
Connected Vehicles
Smart Cars on Dumb Roads
For now, how can we connect vehicles to
each other that aren’t yet autonomous?
• Location awareness of “others”
• Route tracing/following for road trips
• Proximity warnings/crash avoidance
• V2V
CONNECTED CAR / DATA & BUSINESS MODELS / APIS & OPPORTUNITY

38. Follow Us!
@MichaelSSimmons
@Jason_Hoover