Covering the state of the internet-connected automobile, with the experts at Strategy Analytics and IBM. We discuss: - The challenges of the connected car - Creating an optimal connected experience - IBM enabling technologies

1. STRATEGY ANALYTICS
Driving Towards the Future

2. STRATEGY ANALYTICS
SPEAKERS
Chris Schreiner
Strategy Analytics
Roger Lanctot
Strategy Analytics
Joe Speed
IBM
MODERATOR SPEAKERS
Eli Aleyner
Pivotal Labs

3. STRATEGY ANALYTICS
AGENDA
State of the
Market
The Challenges of
the Connected Car
Creating an
Optimal Connected
Experience
IMB Enabling
Technologies

4. STRATEGY ANALYTICS
SMARTPHONE USE WHILE DRIVING
Consider access to
smartphone apps a
must-have feature
59% of smartphone owners in the US
and 47% in Western Europe report
using apps while driving

5. STRATEGY ANALYTICS
INTEREST IN CONNECTED SERVICES
Consumers want
connected services that:
Help them navigate to
destinations more effectively
Entertain then with audio
along the way
Source: Strategy Analytics Automotive Consumer Insights

6. STRATEGY ANALYTICS
CONNECTED VEHICLE UX COMPARISON

7. STRATEGY ANALYTICS
USER EXPERIENCE ISSUES
• Users still often have to pick up their phone
• Voice control does not cover all functions
• Connected services sometimes buried and
difficult to discover
• Services not designed around driving use cases
• Consumers will not pay for apps
• System bugs/crashes
• Slow response times
CONNECTED SERVICES

8. STRATEGY ANALYTICS
IMPACT OF DISTRATIONS ON CRASH RISK
TASK Odds Ratio LCL UCL
Text message on cell phone 23.24* 9.69 55.73
Look at map 7.02* 4.62 10.69
Dial cell phone 5.93* 4.57 7.69
Personal grooming 4.48* 2.01 9.97
Read book, newspaper, paperwork, etc. 3.97* 3.02 5.22
Reach for object in vehicle 3.09* 2.75 3.48
Look at left-side mirror/out left window 1.09* 1.01 1.17
Talk or listen to hand-held phone 1.04 0.89 1.22
Eating 1.01 0.83 1.21
Look at right-side mirror/out right window 0.95 0.86 1.05
Smoking-related behavior—reaching, lighting, extinguishing 0.60* 0.40 0.89
Look at outside vehicle, animal, person, object, or
undetermined
0.54* 0.50 0.60
Talk or listen to hands-free phone 0.44* 0.35 0.55
Interact with or look at other occupant(s) 0.35* 0.22 0.55
Check speedometer 0.32* 0.28 0.38
Source: DRIVER DISTRACTION IN COMMERCIAL VEHICLE OPERATIONS, US Department of Transportation, 2009

9. STRATEGY ANALYTICS
UX IS KEY TO:
• Consumer adoption of connected services
• Safe usage of these services
DISTRACTION AND THE CONNECTED CAR

10. STRATEGY ANALYTICS
UX ELEMENTS OF DISTRACTED DRIVING
Enabling the right
interactions
Low latency responses Combining the right
control elements
Less isn’t always more Delay in response
= distraction
Haptic, voice, gesture

11. STRATEGY ANALYTICS
USER PREFERENCES
HOME AND WORK USAGE

12. STRATEGY ANALYTICS
PRODUCTIVITY
IN-CAR OFFICE

13. STRATEGY ANALYTICS
CONVENIENCE
RESERVATIONS, DIRECTIONS, RATINGS

14. STRATEGY ANALYTICS
CONVENIENCE
EASY PAYMENTS

15. STRATEGY ANALYTICS
CAR 2 CAR SHARING
DRIVE GROUPS

16. STRATEGY ANALYTICS
TECHNOLOGY HURDLES
TO REDUCE DISTRACTION, IMPROVE SAFETY
• SA says “latency is a driver distraction issue”
• Slow, unreliable communications
• Slow decisioning
• Lack “always connected” low-latency comms
• HTTPS is relatively heavy, slow and unreliable on mobile,
not designed for wireless
• Bandwidth & power use
• Terrible response times is the norm in today’s connected
cars, 15+ seconds

17. STRATEGY ANALYTICS
MOBILE MESSAGING
TO REDUCE DISTRACTION, IMPROVE SAFETY
• MQTT pub/sub w QoS, engineered for wireless
• Open standard, open source, very fast
• IBM, Cisco, SAP, NIST, Eclipse, Apache, Red Hat, Software
AG, TIBCO, et al sponsored
• Being adopted by many automakers
• On mobiles & wireless vs HTTPS:
• 93x faster throughput
• 1/8th network overhead
• Battery use 1/170th receive, 1/11th to send

18. STRATEGY ANALYTICS
FACEBOOK MESSENGER
• 725M mobile users, highly rated, very fast, low battery use
• Speed of user experience is big competitive advantage
Verizon Wireless Overall Rating Facebook Messenger
FACEBOOK
(1,052,572)

19. STRATEGY ANALYTICS
FACEBOOK MESSENGER
“.. performance improvements designed to make your messaging experience
even better. To do this without killing battery life, we used a protocol called MQTT
… designed to use bandwidth and batteries sparingly… phone-to-phone in
hundreds of milliseconds, rather than multiple seconds.”
- Lucy Zhang, Facebook Engineer www.facebook.com/lucyz

20. STRATEGY ANALYTICS
TRY IT FOR YOURSELF
MQTT
Google Hangouts
vs
Facebook Messenger
MQTT

21. STRATEGY ANALYTICS
TRY IT FOR YOURSELF
MQTT
Google HangoutsMost 1 star complaints revolve around
slowness and presence services
(who’s online) not working correctly

22. STRATEGY ANALYTICS
TYPICAL CONNECTED CAR “NGTP”
* Where are mobiles?

23. STRATEGY ANALYTICS
High-speed secure M2M & Mobile messaging
for MQTT, HTML5 WebSocket, JMS
• Mobile
• Secure
• Easy
• Open
• Speed - µs, millions / sec
• Scale – millions of cars
IBM MESSAGE SIGHT

24. STRATEGY ANALYTICS
IBM MESSAGE SIGHT
• 20x faster UX
• 5x faster dev
• 10x cheaper
IBM MessageSight
My Mobile My Car My Home
Insurer
Content

25. STRATEGY ANALYTICS
REAL-TIME BIG DATA
• µs decisioning
• millions per sec
• geospatial
• correlation
• filtering
• time-series
SPEED REDUCES DISTRACTION, IMPROVES SAFETY

26. STRATEGY ANALYTICS
WHO IS DOING WHAT
• Mobile > Cloud > Car w “key fob response time”
• Demo http://youtu.be/V1ooTX4aTE8
• Much press, NYT, WSJ, Fortune, etc.
…THAT I CAN TALK ABOUT
CONNECTED CAR PROVIDER
2nd LARGEST OE SUPPLIER
• CEO announced Sept 10 at Frankfurt Motor Show
• Connected Car cloud for “autonomous driving”
• Much press, NYT, Bloomberg, CNET, Reuters, etc.
• Can’t yet talk about the others

27. STRATEGY ANALYTICS
M2M.DEMOS.IBM.COM
click CLICK FOR LIVE DEMOS, VIDEOS AND CODE

28. STRATEGY ANALYTICS
WRAP-UP
State of the Market The Challenges of
the Connected Car
Creating an Optimal
Connected Experience
IMB Enabling
Technologies
• Consumer demands
• UX Issues
• Driver distraction
• User preferences
• Car2Car sharing
• Productivity
• Convenience
• MQTT x mobile
• MessageSight
• Real-time big data

29. STRATEGY ANALYTICS
Thank you!
ROGER LANCTOT
Strategy Analytics
CHRIS SCHREINER
Strategy Analytics
ELI ALEYNER
Pivotal Labs
JOE SPEED
IBM