Informatics in the Auto Industry
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This document discusses how informatics and social media are impacting the automotive industry. It describes how cars are becoming more connected through the collection of vast amounts of data from sensors in vehicles and from drivers' online activities. This data is analyzed to personalize marketing and customer experiences. Examples are given of how Mercedes-Benz uses customers' social media interactions to provide perks and how vehicle camera data could enable new augmented reality experiences through devices like Google Glass. The trend is moving towards fully integrated data collection across a person's devices and activities to optimize their interactions with their vehicle.
![[x+1] Collects Information
Cross-references
• Home ownership
• Income
• Marital status
• Social media
• Purchase behavior
• Browsing behavior
• Zip
• Age
• Name? Ethnicity? Gender?
http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454](https://image.slidesharecdn.com/informatics-carv14-150520165949-lva1-app6892/85/Informatics-in-the-Auto-Industry-25-320.jpg)
![Sample [x+1] data
http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454
Result?
God’s
Country
Shown
“Capital
One
Platinum
Prestige”
for
“People
with
Excellent
Credit”](https://image.slidesharecdn.com/informatics-carv14-150520165949-lva1-app6892/85/Informatics-in-the-Auto-Industry-27-320.jpg)
![Sample [x+1] data
http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454
Result?
City
Roots
Shown
“VentureOne”
for
“People
with
Excellent
Credit”
And
“Standand
Platinum”
for
“People
with
Average
Credit”](https://image.slidesharecdn.com/informatics-carv14-150520165949-lva1-app6892/85/Informatics-in-the-Auto-Industry-28-320.jpg)
Informatics in the Auto Industry
- 1. Informatics and Social Media in the Automotive Industry Nathan Garrett,PhD http://profgarrett.com This work is licensed under a Creative Commons Attribution-‐NonCommercial-‐ShareAlike 3.0 Unported License.
- 2. Cars in an always on world
- 3. Book: The Experience Economy Experience Service Product
- 4. Example 1: Coffee Description Cost Experience Starbucks $4.00 per cup $7.00 per cup Service Supermarket or Convenience Store $1.50 per cup Product Bag of Coffee Beans $0.20 per cup
- 5. Example 2: Education Description Cost Experience Discussion with a Professor $3,000 Service Vide-‐taped Lecture $100 Product Book $40
- 6. Example 3: MB Product http://www.mblaguna.com/
- 8. Experience (Perks) http://www.mblaguna.com/social-‐networking Free Carwash Carwash Express Service (Drop-‐off) Zero-‐wait Service Loan Cars 24-‐hour Roadside Service Guest Lounge + Children’s Area
- 10. Methods to create Experiences 1. Sell experiences 2. Measure rigorously 3. Reward appropriately Experience Service Product Informatics
- 11. Informatics As economies develop, they move higher to higher levels. As products develop, higher levels are created. Informatics is a data-driven approach. More data is always better Life-time approach to customer management
- 12. Where are we with an always-on world?
- 13. Gartner Hype Cycle Events http://www.exploringmarkets.com/2014/02/hype-‐cycles-‐product-‐maturity-‐and-‐start.html
- 14. Where is IT on the cycle for auto industry? Social Media 100% Data Capture Cars as Software Direct to Consumer Sales Personalized Marketing
- 15. Personalized Marketing Collecting information Analyzing it Using it
- 17. How you get a cookie https://www.flickr.com/photos/pieter-‐bidia/2925649073/in/photostream/ Set-‐Cookie: session=a1b2c3d4 <h1>Search</h1> GET / Host: google.com GET /results.html Cookie: session=a1b2c3d4
- 18. Why Cookies? • Remembers you • Allows – Personalization – Sessions – Shopping http://en.wikipedia.org/wiki/Brain#/media/File:Chimp_Brain_in_a_jar.jpg
- 19. Cookies enable Advertising • Advertising company – Ads on popular sites – Remembers each impression • Builds a profile https://www.flickr.com/photos/stuckincustoms/4323977677
- 20. Cookies & your profile
- 21. Big Data Advertising isn’t a big deal What is a big deal is connecting different sources of information and using advanced analytic techniques.
- 25. [x+1] Collects Information Cross-references • Home ownership • Income • Marital status • Social media • Purchase behavior • Browsing behavior • Zip • Age • Name? Ethnicity? Gender? http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454
- 26. http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454 Result? Mobility Blues Shown “VentureOne Rewards” for “People with Excellent Credit”
- 27. Sample [x+1] data http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454 Result? God’s Country Shown “Capital One Platinum Prestige” for “People with Excellent Credit”
- 28. Sample [x+1] data http://online.wsj.com/news/articles/SB10001424052748704017904575409021400239454 Result? City Roots Shown “VentureOne” for “People with Excellent Credit” And “Standand Platinum” for “People with Average Credit”
- 29. Legal Issues? “The regulators who monitor fair lending at the Federal Trade Commission say suggesting offers isn't illegal.But it could violate the law if the suggestions result in protected groups such as minorities being steered into paying higher credit-card rates despite having solid credit.” http://online.wsj.com/news/articles/SB10001424052748703294904575385532109190198
- 30. MB Case How could you use this technology?
- 33. Screen shot 2012-‐05-‐16 at 4.37.15 PM.png
- 34. 100% Data Capture Collecting information Analyzing it Using it
- 38. Arduino is an open-‐source electronics prototyping platform based on flexible, easy-‐ to-‐use hardware and software. It's intended for artists, designers, hobbyists, and anyone interested in creating interactive objects or environments. $25 Linux + plug-‐in modules Arduino
- 39. http://beatrizdacosta.net/Pigeonblog/stills_testflights.php PigeonBlog provides an alternative way to participate environmental air pollution data gathering. The project equips urban homing pigeons with GPS enabled electronic air pollution sensing devices capable of sending real-‐time location based air pollution and image data to an online mapping/blogging environment. Pigeonblog is a social public experiment between human and non-‐human animals.
- 43. Sensors for your kids
- 45. https://en.wikipedia.org/wiki/File:UF_CancerHospital.JPG Fitbit Corporate Analytics
- 55. http://www.epiphanyeyewear.com Purchased by SnapChat, which has software with “disappearing” images for chat.
- 56. Disney’s $1b Magical Wristband (Wired 3/2015) • Arrives in mail – Set preferences,rides • Itinerary and routes traffic • Live-tracking • Payment system • Host knows your name, seat,and order
- 57. Enables Experience • The “missions”(priorities) • Software organizes optimal flow • Future? – Story engine – Images/pictures – Route performers to you – Reminders
- 58. Apple/Android Watches • Always on cameras? • Location-based technology
- 59. Cameras • Backup camera mandated in US Market by May 2018 • Side-view – 60fps,2x HD,no delay http://www.latimes.com/business/autos/la-‐fi-‐hy-‐autos-‐nhtsa-‐backup-‐camera-‐20140331-‐story.html
- 60. http://blogs.cars.com/kickingtires/2014/04/nissans-‐smart-‐rearview-‐mirror-‐improves-‐rear-‐ visibility.html Smart Rearview Mirror Switchable 1.3 Mpxl, 4:1 aspect ratio, narrow focus in 2014 Nissan Rogue https://www.youtube.com/watch?v=2yxHAj79kh8#t=61
- 64. Save Money on Car Insurance Through GPS Tracking 29 Feb 2012 …some insurance companies offer steep discounts to drivers who use GPS tracking technology…. …from usage-based insurance to pay-as- you-drive (PAYD) to mile-based auto insurance… … While the low mileage discount has traditionally been given on the honor basis by insurance companies, thanks to GPS tracking technology, it may soon be a requirement to provide verification of low miles. http://www.liveviewgps.com/blog/save-‐money-‐on-‐car-‐insurance-‐through-‐gps-‐tracking/ Insurance
- 65. Progressive Insurance • 1 Million use Snapshot monitor – Braking – Acceleration – ? • Save 10-15% on premiums http://www.usatoday.com/story/money/cars/2013/03/24/car-‐spying-‐edr-‐data-‐privacy/1991751/
- 67. Low-‐mileage drivers have fewer claims than high-‐mileage drivers
- 68. Poorer households drive less than wealthy households
- 69. Pay-as-you-Drive Reduces Driving • Predicted 8% drop in miles per year Fewer miles 222 billion miles Fewer accidents 7.7 billion crashes Fewer fatalities 3,108 saved lives
- 72. Electric Computer-‐controlled http://www.teslamotors.com/models/features
- 74. Tesla runs Linux (Ubuntu) http://jalopnik.com/the-‐tesla-‐model-‐s-‐is-‐basically-‐a-‐good-‐looking-‐it-‐depart-‐1558372928
- 75. Tesla IT Monitors Cars for Hacking http://jalopnik.com/the-‐tesla-‐model-‐s-‐is-‐basically-‐a-‐good-‐looking-‐it-‐depart-‐1558372928
- 83. https://www.teslamotors.com/sites/default/files/blog_attachments/ms_owners_guide.pdf
- 84. Social Media
- 85. Unexpected / Shared Ownership http://www.youtube.com/watch?v=hKoB0MHVBvM
- 86. You now have an ongoing relationship with your pro/ am consumer
- 87. Where are your influencers?
- 88. Professional/Amateur Influencers • Blogs, Forums, Social Media • Shared Ownership • Re-use See http://www.useit.com/alertbox/participation_inequality.html
- 89. Shared Ownership
- 90. Who are the new pro/am?
- 104. Cadillac ATS vs the World
- 105. Self-Driving Cars
- 106. http://www.dailymail.co.uk/sciencetech/article-‐2317594/New-‐images-‐Googles-‐self-‐driving-‐cars-‐world.html 1g of data per second w. laser & radar, 15cm maps, 150k equipment
- 107. Google: Self-driving Cars Safety https://www.youtube.com/watch?v=dk3oc1Hr62g
- 108. Google Car Statistics • 1,000,000 miles,20 cars,10k weekly • 11 light accident,no injuries,not the cause • Car fatalities – 34,000 US – 1,000,000 World • 94% Driver Error http://www.businessinsider.com/this-‐is-‐what-‐a-‐google-‐self-‐driving-‐car-‐sees-‐at-‐a-‐stoplight-‐2013-‐4 The View of the Front Seat of the Google Self-‐Driving Car
- 109. Road-legal Self-Driving Truck Daimler’s Freightliner NHTSA Level 3 – fully autonomous w. takeover ability Reduce driver fatigue by 25%
- 110. Autonomous Safety Systems http://arstechnica.com/cars/2015/05/meta-‐analysis-‐finds-‐self-‐braking-‐cars-‐reduce-‐collisions-‐by-‐38-‐percent/ Hit from behind?
- 111. NHTSA Level 4 • Driver is not expected to be available for control at any time during the trip • What are the liability implications? – “No win”scenarios – Bugs – Updates – Hacks
- 112. Legal Liability Issues • Security • Bugs • Updates • Mods • Monitoring • Data storage,retrieval,and access
- 113. Real-world Security Issues http://arstechnica.com/security/2015/05/wi-‐researcher-‐admitted-‐to-‐hacking-‐plane-‐in-‐flight-‐causing-‐it-‐to-‐climb/ http://www.wired.com/2015/05/feds-‐say-‐banned-‐researcher-‐commandeered-‐plane/
- 114. Car Companies as Software Companies
- 119. Business Models Car Companies • Products • Dealers • Hostile Sale Process • Support – Intermittent – Third-party • Disconnected Technology Companies • Software – 10y updates – Upgrades/Security Fixes • Online sale process • Lock-in • Always Connected – Security is a priority
- 120. Legacy Products • 49% of China • 30% overall • EoL https://www.flickr.com/photos/lestudio1/6675401687 https://www.flickr.com/photos/tautaudu02/5071275718 • Common bus system • 100+ processors – Headlamps,mirrors,seats – Brakes,airbags,speedo,gps,radio
- 122. Barr Group Analysis • See slides…
- 124. Dealer’s Incentives The Gap Between Auto Dealers and Social Media, NY Times, 4/10/15 • Hyundai & Spredfast Project – Regular social media content – 275$ monthly – Stock photos+copytext • Dealers – Measured ROI/Sales – Promoted FB ads – Local /original content – Targeted ads
- 125. Google’s elimination of driving http://www.wired.com/2015/05/google-‐wants-‐eliminate-‐human-‐driving-‐5-‐years/ http://www.ibtimes.com/google-‐inc-‐says-‐self-‐driving-‐car-‐will-‐be-‐ready-‐2020-‐1784150 Goal: 2020 Competition with Telsa
- 126. IT & Car Companies Social Media 100% Data Capture Cars as Software Direct to Consumer Sales Personalized Marketing
- 127. Q&A