My group at Kellstadt Graduate School of Business (Chicago) was a finalist in the Kellstadt Marketing Group Case Competition with Microsoft.

1. Kellstadt Marketing Group
Case Competition with Cisco
2.22.2019
IoT Marketing Group
Nehal Desai
Teri Grossheim
Andy Huang
KMG / Cisco Case Competition – IoT Marketing Group

2. Proposal/Problem
 IoT in Roadways
 Problem
 Chicago suffers from intense roadway/highway traffic
 CTA (Chicago Transit Authority) is overcrowded
 Solution
 Increase train frequency
 Make Chicago a hub
 How?
 Developing an autonomous CTA system
KMG / Cisco Case Competition – IoT Marketing Group S2

3. Autonomous CTA – Statistics
 2nd largest public transportation system in the U.S.
 Average weekday: 1.6 million ride
 1,492 rail cars
 Operate 8 routes
 224.1 miles of track
 2,318 trips each day
 Serves 145 stations
 Around-the-clock service on certain routes
 “Night Owl” service
https://www.transitchicago.com/facts/
KMG / Cisco Case Competition – IoT Marketing Group S3

4. Cisco Case Study:
Dubai, UAE – Smart City Initiative
 Cisco Case Study
 IoT technology resulting in reduced traffic fatalities
 Reduction in accidents
 About 20-22 per 100,000 citizens to about 4 per 100,000
 Increase in public transportation usage
 From 6% to 12%
 Improved traveler experience by reducing traffic congestion
KMG / Cisco Case Competition – IoT Marketing Group S4

5. Comparison
Dubai
 Geographic position
 Cultural
 Location
 Traffic / Accidents
Chicago
 Potential hub
 Awareness
 Weather
 Traffic / Accidents
KMG / Cisco Case Competition – IoT Marketing Group S5

6. Autonomous CTA Business Model
Modeled after Dubai, UAE Success Story
 Integrated Chicago
 Chicago (& Cisco) for the People
 Customer First
 From Cars to Public Transport
 Safety & Environment Sustainability
 Financial Sustainability
 Advanced CTA
 Asset Sustainability
KMG / Cisco Case Competition – IoT Marketing Group S6

7. Integrated Chicago
 Joint Ventures with the city & private firms
 Integrate technology
 Funding from private firms
 Market Research
 Conducted by private firms
 Collaboration Platform for Engineering and Maintenance
 Government subsidies offset implementation costs
 Implementing Cisco’s IoT technology into the current CTA system
KMG / Cisco Case Competition – IoT Marketing Group S7

8. Chicago (& Cisco) For the People:
Customer First
• Cisco’s Position: Benefiting/Improving the Community
• The Real Buyer: The People
Population Traffic
Congestion
Service
increase
Tax / fare
spending
efficiencies
Safety
An even more
desirable
transportation
alternative
Chicago
Metropolitan
Area
Traffic
Congestion
Sustainability
Environmentally
friendly
Air quality
Maintenance
reduction
KMG / Cisco Case Competition – IoT Marketing Group S8

9. Advanced CTA: From Cars to Public
Transport
Economic Costs
• 3 billion dollars – for
casualties from vehicle
accidents
• 3.9 trillion dollars – on
time wasted in traffic
congestion
• 38 billion dollars – cost of
buffer time planned into
trips by transit users
• 800 billion dollars – cost of
fuel wasted in traffic
congestion
Innovation Benefits
• 40% reduction in casualties
for partial automation
• 10% reduction in time
wasted by congestion
• 70% reduction in transit
time wasted by buffers
• 10% reduction in fuel
wasted by congestion
KMG / Cisco Case Competition – IoT Marketing Group S9
Cisco / KMG ‘IoT in Roadways’ Handout

10. Advanced CTA: Safety & Environmental
Sustainability
Reduce emissions – healthier air quality
Decrease in city maintenance
Potentially the government cuts public healthcare spending
Decrease in potential diseases and the spread of it
Safer roadways/highways – less congestion
Better decisions on roadways/highways
•Providing context of physical, social, and environmental surroundings
Liability
•Pilot Model – Cisco
•Thereafter the government
KMG / Cisco Case Competition – IoT Marketing Group S10

11. Financial & Asset Sustainability
Financial Sustainability
Joint ventures with private firms to
support initiative
Government subsidies providing for
environment and logistical reasons
Tax payer money
Increase in fares
Asset Sustainability
Mindshare
Educate the public
Developing programs
Guest speakers in the community
Encourage the government
Lobbying
KMG / Cisco Case Competition – IoT Marketing Group S11

12. Thank You
Q&A