Big Data vs. Big Brother in Your Car
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Transcript of Big Data vs. Big Brother in Your Car
Automotive & Transport SIG 2014
Big Data vs. Big Brother in Your Car – Transforming Transportation with Connectivity
Roger C. Lanctot Associate Director
Global Automotive Practice
May 2014
Connectivity is Changing the Game
SOURCE: Quantcast
Quantcast has released numbers from a study conducted over a 30-day period designed to give us some insight into the in-dash usage habits of Tesla owners.
The study, which gleaned stats from 100 million digital destinations over a 30-day period between Feb. 24 and March 23, offers a rough sketch of what the average Tesla owner's in-dash usage looks like.
"This data is based on websites using Quantcast Measure for their audience measurement," a Quantcast spokesperson told Mashable. "The Tesla browser has an identifier called a user agent, similar to a Chrome or Firefox browser. We looked at all visits to measured websites from the Tesla browser."
-- Mashable.com
What are Tesla Drivers Doing?
• Usage of the 17” in-dash touchscreen peaks during typical commuting times - 7:30 a.m. to 9:30 a.m.; 4:30pm to 7:30 p.m.
• News sites comprised the largest usage - 54% of websites visited. After news, services (restaurants, finding/purchasing entertainment, auto-related services, real estate, travel, shopping) accounted for 15%, followed by entertainment (14%) and lifestyle (12%).
• Within news vertical, 26%, or roughly half of news consumption was local news sites.
• 13% of the news consumed was financial in nature. DrudgeReport accounted for 10% of overall web browsing traffic.
Smartphone Use while Driving
• 58% of smartphone owners in the US and 47% in Western Europe report using apps while driving.
• However, on a weekly basis, usage is largely infrequent. – Each category of app is used on
a daily basis by 10% or less of smartphone owners
• Data from ACI survey of US and Western European vehicle
owners, Feb 2013.
US
Western Europe
Why Do We Care?
OEM Headunit: Connectivity Feature Forecast
• Feature Trend/Opportunity: 2012 vs. 2020* – USB 2.0/3.0 Shipments +330%: 26.5 Mil units to 76.4 Mil units (CAGR 14.1%)
– Bluetooth Shipments +200%: 29.5 Mil to 58 Mil units (CAGR 8.8%)
– Wi-Fi Shipments +870%: 3.6 Mil to 30.0 Mil units (CAGR 30.0%)
– 3.5 Mil Jack Shipments +26%: 42.0 Mil units to 36.2 Mil units (CAGR -1.8%)
*In-Vehicle Connectivity is a key growth area in
Infotainment
Source: Automotive Multimedia & Communications - AMCS
Cameras Offer Best Growth Prospects of all ADAS Sensor Types
• Cameras offer best combination of growth and volume. Previous use of IR sensors for LDWS is dying out. Ultrasonic sensors not included in above charts: there is still growth here, reaching over 235 million sensors by 2017
8
Source: Strategy Analytics Data Nov 2013
Trend in Vehicle Segments and Sensors
9
Assist Features
Full-size Mid-size Compact Small
ACC
AEB (Low-Speed)
AEB (Full-Speed)
Blind Spot Assist (rear, side)
Park Assist
Lane Control Assist/Warning
Pedestrian
Bird Surround View
Traffic Sign Rec
Auto High beam
Dynamic lighting
Night Vision
Sensors
RADAR/Lidar/Camera
Lidar/Camera
Lidar/Radar
Radar/Camera
Ultrasonic / Camera
Camera
Camera
Camera
Camera
Camera
Camera
Camera/Bolometer
Deployment Trend
ADAS Evolution Timeline
10
Park Assist
Blind Spot
Brake Assist
ACC
Lane Assist
Pedestrian Det.
Bird/Surround View
Traffic Sign Rec.
Auto High Beam
Dynamic Lighting
Night Vision
Multifunction Camera
Sensor Fusion
ECU
Highly Automated Driving Assistance based on fusion of comprehensive environment info
ADAS Domain Control
Collision Mitigation
2010 2015 2020
• Progression will be in incremental steps of automated assistance towards fully automated vehicles - e.g. emergency braking, automated parking …………..
Technologies:
Radar
Lidar
Ultrasonic
Camera:
- Mono
- Stereo
- ToF
- IR
Convergence of Infotainment and Safety
Connectivity – embedded and brought in
Infotainment – big screen, in-vehicle experience
Smartphone connections – personal content, apps, authentication
To address:
Privacy
Security
Liability
Recalls
Detroit (Munich?), We Have a Problem
New Vehicle Ownership Paradigm
• Connected car = always fresh – Content
– Apps
– Safety systems
– Maps
– Collision avoidance and airbag algorithms
– Feature/function add-ons, updates
Forecast: Cloud-y
• Identity
• Profile, preferences, protocols
• Driving history
• E-commerce credentials
• Apps + content
• Service history
Where’s the Money? – U.S./World
• $60B/$300B in annual unperformed service
• $40B/$300B in collision aftercare
• $340B/$1T in schedule/unscheduled maintenance performed
Big, Important, Profitable Business
Operating Costs
SOURCE: Bobit Business Media
Smartphone Connectivity
+ =
Customer Acquisition
Embedded Modem
+ =
Customer Retention
Negative Implications of Apple CarPlay
• Fragmentation of in-vehicle connections • Loss of OEM control of customer – eco-
system • Use of non-auto grade speech rec – Siri vs.
Nuance Dragon Drive • Loss of differentiation • UI homogeneity? Regional regulatory
issues? US DOT guidelines?
Positive Implications of Apple CarPlay
• Increased attention to smartphone-car connections
• Promotion/adoption of natural language speech recognition
• Simplification of smartphone connection • Integration of smartphone apps via
smartphone • Easy to advertise, demonstrate, train sales • Apple support at trade shows! Where’s
Google? MirrorLink? No support.
Microsoft Screen Dupe: Just Say “Nein”
Conclusions
• Safety, security, CRM ought to be the priority
• Safety and infotainment are converging – but safety is the more important purchasing priority for the customer
• Manage and maintain customer content, apps etc. in/from the cloud (or phone)
• Integration of smartphone apps via smartphone
• Browser-based in-vehicle systems • Software updates
Thank you!
Roger C. Lanctot
Associate Director
Global Automotive Practice
Strategy Analytics
+1 (617) 614-0714 m +1 703 860-2005
Twitter: @rogermud