Zubie is a connected car device and service that provides safety, vehicle health, and driving assistance features. It tracks location and activity via GPS and OBD-II port vehicle diagnostics. This allows monitoring of family members, driving scores for teens, real-time diagnostics, and trip coordination. Zubie uses driving data from the device and cloud information to provide personalized offers from insurance and other partners. The presentation outlines Zubie's history and vision for disrupting the automotive and insurance industries by utilizing a large dataset from connected vehicles.

1. 1
MAKING DRIVING SAFER,
EASIER & LESS EXPENSIVE
16th June 2014
NAVIN GANESHAN
VP, PRODUCT
@NGANESHAN

2. ZUBIE MAKES EVERY CAR A CONNECTED CAR
2
GPS
Cellular
Connection
Accelerometer
Safety
• Track family members
• Monitor teen drivers
• Smart activity alerts
Vehicle Health
• Real-Time Diagnostics
• Repair Insight & Value
Driving Assistance
• Carpools & Trip coordination
• Merchant Reviews
Offers
• Discounts on services
• Insurance offers (UBI)

3. DEFINING THE “CONNECTED CAR”
Telematics Driving Safety
Infotainment Mobility

4. SAFETY
4
Real-Time Tracking Proximity Alerts
Activity Patterns
Driving ScoresTrip Logging
Expense Tracking

5. VEHICLE HEALTH
5
Real-time Status Problem Severity
Estimated Repair Costs
OBD Trouble Codes
(DTC)
Battery Drain Alerts
P-420
Ignition coil temperature exceeded
threshold
Oxygen Sensor malfunction reported
P-201
Catalytic Convertor performance problem
P-007
Major Engine Problems
Reported
P201
This fault code indicates that the Oxygen Sensor
that monitors the mix of fuel and air may be
defective, or that the mix ratio was less than idela
for a pre-longed period of time. This problem
potentially could result in damage to the fuel-
injector. However it can also often be caused by
the gas-cap being inadequately tightened.
Plain English Explanation

6. DRIVING ASSISTANCE & COMMUNITY
6
Location-Sharing
Create location-sharing
groups with friends for
short durations
Social
Leaderboards
Compare, compete
and educate other
drivers
Traffic, Weather, Speed Limits
Car Community
Ratings & Reviews
Carpool Coordination
Planned/ In Dev…
78
42
83

7. FLEET SOLUTION FOR SMB MARKET
7
• Geo-Location and Alerting
• Health & Efficiency
• Analyze Trips, Stops & Driving

8. IT’S BEEN A BUSY YEAR
A BRIEF HISTORY OF ZUBIE
8
• Incubated in BestBuy as a mobile-hotspot product
• A JV between BestBuy and Open Equity Partners
• Q1 ‘13 - New team, new focus – connected car
• Q3 ’13 - Product launch – Consumer
• Q4 ‘13 - New Investors – BP/Castrol and
Comporium
• Q1 ‘14 – Product Launch - Zubie Business
• Q2 ’14 – Major partnerships in automotive,
insurance
• Q3 ‘14 - First International partnerships
• Q4 ‘14 - Second Gen Device planned
• HQ in Sullivans Island, SC
• Presence in MN, DC,

9. A BRIEF HISTORY OF OBD II
Mandated by Clean Air Act
Amendment in 1990
On all new cars made after 1996
Goal of Emissions Enforcement
Comprises Multiple Communication Protocols
— ISO 9141 – used by European, Asian
— SAE J1850 VPWM – used by GM
— SAE J1850 PWM – used by Ford
— CAN – All post-2008 Vehicles

10. EVOLUTION OF OBD SOLUTIONS
10
Used by mechanic or
emissions inspector
Used by DIY Gear-
heads
Accessible to
everyone
Made possible by…
• The Smartphone and the App experience
• Quantified-Self
• Easy Connectivity – BTLE or Cellular
• Intolerance for any information-gap

11. PEEKING IN, GEEKING OUT
11
Cellular
TMobile 2G GPRS
OBD II Interpreter
OBD Solutions Firmware
GPS + Accel
Standard
— DTC codes
— Engine On/OFF
— Self-test results
— RPM
— Engine coolant temp
— Pedal position
— Engine Load
— Over 100 others…
Non-standard
— Safety restraints/Airbags
— Odometer
— Fuel Level
— Location
— Hard Acceleration
— Hard Braking
— Speed
— Geo-fences
— Crashes *
— Bumps
— Towing
+ + =
— On Board cache
— T-Mobile GPRS/2G
— Other versions in
development
— 4G/LTE in dev

12. THE REAL DATA OPPORTUNITY
12
Collected from
the
Device
Augmented in
the
Cloud
Produced by
Analytics
• Speed
• Acceleration/G Forces
• Engine Codes
• RPM
• Diagnostic self-check
• Battery levels
• Cabin Temperature
• Coolant Temperature
• Miles driven
• VIN
• Brand/Make/Model
• Model-specific Codes
• Repair insight
• Maintenance Schedules
• Top repair issues
• Recalls
• Valuation
• Prior Repair History
• Weather
• Traffic
• Speed limits
Collected from
User &
Usage
• Social Profile
• Family members
• Cars owned
• Trips/Activities
• Trip profiles
• Driving habits/aptitude
• Maintenance done
• Service Interest
• Driving Score & badges
• Trip Analytics
• Regular Activity, Places
• Driving patterns
• Offer Propensity
• Repair Propensity
• Predictive Repair cost
• Pattern-based alerts
• “True” Car Value

13. DISRUPTING AUTOMOTIVE - CRM/VRM
13
— Remote diagnostic
alerts
— Mileage based
marketing
— Trade-in and trade-
ups
— Warranty &
Accessories
— Better trade-in
evaluation
— Test-drive analytics

14. THE INSURANCE ANGLE
14
— UBI – Usage Based Insurance
— PAYD – Pay as you Drive
— 9/10 engaged in trials or deployments
— Progressive efforts go back 10 years
But….
— Data use is limited to risk-reduction
— Hardware (or software) not a core
competency

15. SOME INTERESTING SCENARIOS…
15
1. Real-time bidding for your battery replacement (even
before its dead)
2. Your driving history lives with your car
3. Predictive maintenance reports based on your driving
4. “Insurance-by-the-day” or “cross the border” insurance
5. Your home and your car talking to each other
6. Warranties tied to driving behavior and vehicle history

16. 16
DEEP(ISH) THOUGHTS
AND HARSH LESSONS
IoT and the evolution of user
engagement

17. ALERTS EVOLVING INTO “AMBIENT AWARENESS”
(USERS ARE ADAPTING TO A CONSTANT FLOW OF INFORMATION)
17
Then
“Important” events
Designed to interrupt, drive action
Unconditional, rule-based
Capacity Limited
Now
“Interesting” events
Designed to inform
Tailored to context, prior engagement
Capacity Unlimited?

18. RULES ARE DEAD
(DON’T RELY ON USERS TO TELL YOU WHAT THEY WANT)
18
Learning trumps rule-creation

19. EVERYTHING IS CONTEXTUAL, ESPECIALLY MONITORING
(USE ALL AVAILABLE DATA TO GAUGE CONTEXT AND SELF-ADJUST)
19
Remember this scene?
(Zubie’s Valet-Monitor feature)

20. IF EVERYTHING’S A SIGNAL, WHO RUNS THE
SWITCHBOARD?
(WHAT ARE THE NEW RULES ENGINES?)
20

21. 21
THANK YOU!
@Nganeshan
navin@zubiecar.com
Zubie.co
@GoZubie