1) Road traffic deaths are a major global problem, with 1.24 million deaths and 50 million injuries annually. Middle-income countries have the highest road traffic death rates despite having only half the number of vehicles as high-income countries. 2) Cambridge Mobile Telematics uses mobile sensing and big data analytics to make roads safer by improving driver behavior. Their smartphone-based solution accurately tracks driving data like speed, acceleration, and distraction levels. 3) The company analyzes this driving data to provide users with feedback and incentives to encourage safer behaviors over time, using approaches like gamification and social competition. Their goal is to leverage the widespread adoption of smartphones to help reduce the number of traffic accidents and deaths worldwide

1. Sam Madden
Chief Scientist and Founder
Making roads safer by making drivers better
Smarter Drivers. Safer Roads.
All rights reserved. © 2014 Cambridge Mobile Telematics

2. High-income
countries
Low-income
countries
3out of 4road deaths are
among men
1.24 millionroad traffic deaths occur every year.
Road traffic fatalities per 100 000 population
8.7
20.1
18.3
Although middle-income countries
have only half of the world's vehicles,
they have 80% of the world's road
traffic deaths.
DEATHSVEHICLES
80%52%
The chance of dying in a road traffic crash
cause of death among
those aged 15-29 years
Middle-income countries
have the highest road traffic
death rates.
#1
Middle-income
countries
Road traffic injuries: the facts
50 million
injuries yearly
A global problem
Source:(World(Health(
Organiza5on,(Global(Traffic(
Report,(2013((Infographic);(
Global(Traffic(Report,(2013(((
Source: World Health Organization, Global Traffic Report, 2013 All rights reserved. © 2014 Cambridge Mobile Telematics

3. Mission: safer roads
Mobile sensing + data analytics + behavioral economics
Can we make roads safer by making drivers better?
All rights reserved. © 2014 Cambridge Mobile Telematics

4. Black Box &
OBD-II
• Good accuracy,
but high cost
• Not scalable
(cost, failures)
• Needs a way to
engage users
Smartphone
• Easy to deploy
• Potentially
engaging
• Challenges with
data accuracy
• Battery drain
OEM
embedded
• Prohibitively
expensive
• Complicated 3-
way business
relationships
• Needs a way to
engage users
Telematics data: a changing landscape
All rights reserved. © 2014 Cambridge Mobile Telematics

5. Smartphone growth
All rights reserved. © 2014 Cambridge Mobile TelematicsSource: Statistics, 2014
3.2 million/day
0.22 million/day
Source:(Sta5s5cs,(2014((chart)(

6. Smartphone growth
All rights reserved. © 2014 Cambridge Mobile Telematics
Feature phone and smartphone shipments worldwide from 2008 to 2020 (in 1,000 units)
Source: Statistics, 2014
Source:(Sta5s5cs,(2014((chart)(

7. Users spend 2.7
hours per day on
their phones
85% of that time
is with apps!
…but it’s really about behavior
Source:(Sta5s5cs,(2014((chart)(
All rights reserved. © 2014 Cambridge Mobile Telematics

8. How can we use smartphones?
To change behavior and
provide insights into driving quality?
• Accurate data
• Engaging interactions
• Battery-efficiency
All rights reserved. © 2014 Cambridge Mobile Telematics

9. A great team to solve hard problems
17 people (9 PhDs)
Experience delivering
working products
Mobile sensing
Machine learning
Data analytics
Scalable systems
4+ years experience
working with top
insurance companies
Multiple customers
Field deployments in
eight countries
Tiffany Chen
All rights reserved. © 2014 Cambridge Mobile Telematics

10. Approach
Inferencing algorithms agnostic to data source
All rights reserved. © 2014 Cambridge Mobile Telematics

11. Engaging users
• Gamification allows users to earn
rewards for safe driving
• Users invite friends to compete
• Badges posted on social media
• Leaderboard showing overall
standing with other drivers
Make driving fun with interactive
and social integration
All rights reserved. © 2014 Cambridge Mobile Telematics

12. 2014−06−22 2014−06−30 2014−07−08 2014−07−16 2014−07−24 2014−08−01 2014−08−09 2014−08−17 2014−08−26 2014−09−05 2014−09−14 2014−09−22
1
1.5
2
2.5
3
3.5
4
4.5
Date
Events/km
Most improved 20% of drivers, speeding and phone motion
Speed Events / km
Phone Motion Events / km
Noteworthy behavioral change
Most improved 20% of driversEventsperkm
2014-06-22 2014-08-01 2014-09-14
All rights reserved. © 2014 Cambridge Mobile Telematics

13. Summary
Unsafe driving a
global problem
• 50M injuries & 1.24M deaths
• Leading cause of death for young
Mobile sensing
meets big data
• Trajectory, accel, distraction, drive
detection & mode, collision
Behavior
change
• Data ! inferences ! user feedback
• Smartphones can make driving safer!
Contact:(sam@cmtelema5cs.com(/(www.cmtelema5cs.com(
All rights reserved. © 2014 Cambridge Mobile Telematics