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MONETIZING
THE CONNECTED CAR
Citi 2013 Connected Car Symposium

Copyright © 2013 Arynga Inc.

!  ConnectedVehicle Playing Field
!  Ecosystem in Action: Major Headlines
!  The Connected Car Domains
!  Value of Connected Car
!  Revenue Opportunities and Flows
!  Life Cycle Challenges
!  What Are Ecosystem Players Doing Now
!  The Future


Source: Novero


!  Car-to-car
◦  Increased safety as vehicles can communicate with each other and inform on
dangerous situations such as wet roads, ice, accidents, etc.
!  Car-to-OEM and/or services
◦  Technical problems could be diagnosed and even repaired remotely (e.g. for software/
firmware updates)
◦  Valuable data for OEMs, app developers, Mobile Service Providers
!  Car-to-enterprise
◦  New business opportunities to existing and future automotive players, from gas
stations, car park operators, to music streaming, navigation, insurance providers and
new web services
!  Car-to-x-connectivity
◦  Communication with any Internet capable device
!  Car-to-infrastructure
◦  Traffic, red lights, paying tolls, etc.


!  The success of the Connected Car requires mobile network operators
(MNOs), and automotive OEMs to work in harmony
!  Rollout of 4G networks provides backbone necessary for implementation
!  OEMs and MNOs have radically different heritages and different approaches
Source: Machina Research, 2013]


!  The vehicle, consisting of the in-vehicle network and ECUs:
◦  Both software and firmware
!  The cloud and/or back office at the OEM, enterprise or customer:
◦  Delivering services to the vehicle, and to the customer
◦  Big data, storage, analytics
!  The connectivity between the vehicle and the services, that could be
owned by:
◦  OEM, Enterprise, Customer, or others


!  OEM supply chain
◦  Vehicles are assembled, not an integrated design (ex Tesla)
◦  Numerous layers, software platforms, operating systems
!  OEM & Dealer network business model incongruent with
technology, internet, data-driven business model
!  Software / technology cycles (weeks or months) versus
OEM development cycles (years)
!  Regulatory
◦  Distracted driver
◦  Safety and security
◦  Differing international standards
!  Who owns the data?
!  What is the value?
!  How is the data protected?


!  Can Metcalfe’s law apply to connected cars?
◦  Metcalfe's law states that the value of a network is proportional to the square of the
number of connected users within the system (n2)
◦  Could car-to-car networking be a case?
◦  Can we treat the connected car as a packet that is carrying you as payload, from your
origination to destination address, and to optimize its route based on specific QOS
requirements?
!  Cost for the payer is revenue for the provider
◦  New business and subscription models are needed
!  Value of car data
◦  Driver and passenger behaviors and activities
◦  Car sensory data
!  Value of location (because it is mobile)
◦  Would you like to know if your friend is near by? Cheapest gas?
!  Value of your time in a car
◦  It is estimated that people spend an average of 52 minutes each working day
commuting


!  What data can be captured?
◦  Vehicle, software, system health or issues?
◦  Navigation and location
◦  Speed, braking, acceleration / deceleration
◦  In-cabin settings and activity
!  Who can benefit from the data?
◦  OEMs and their supply chain
◦  Government agencies (planning)
◦  Insurers
◦  Social media and marketing companies
!  Who owns the data?
◦  Driver / owner? Is it different in lease versus buy?
◦  OEM?
◦  Dealer?
◦  Is it different for sensory data (braking, acceleration, etc.) versus location?
!  Jaguar Land Rover already has an answer to this - it’s theirs
◦  JLR has a legal contract that the car buyer signs if they want the enhanced package of
connected services.And this contract gives JLR the data - and the right to sell the
data
!  Who will they sell the information to and at what price?


!  Vehicle manufacturing, distribution, & supply chain
!  Vehicle sales, dealerships, & financing
!  Vehicle servicing, repair, & warranty
!  Vehicle insurance & roadside assistance
!  Vehicle rental services (ie. Car2go, Zipcar)
!  Communications and connectivity providers
!  Infotainment and navigation services
!  Concierge and convenience services
!  Advertisers
!  Apps developers
!  Data mining and analytics
These payees will need to change their current
business models to take advantage of connected car
opportunity


Source:Atos, Envisioning automotive futures connected cars for smart mobility

Although individual aspects of the connected driving experience
are reasonably well-established, the integrated whole is not.


Source: Cisco


Source: Machina Research, 2013


Lower Warranty Costs
!  Collection of real-time data, remote software updates, early detection of quality/design
issues
!  Over time, reduced need to over-engineer; better understanding of a vehicle’s lifetime
performance
!  Roland Berger has estimated that OEM warranty/claim costs could be reduced by 30-50%
!  Cisco has estimated 10% lower cost to service vehicles, including warranty savings
!  “Remote diagnostics, predictive maintenance and, by that, reduced warranty cost are
some of the most important parts in the connectivity business case, besides the
traditional parts of revenue, like car and option sales”. Mikael Gustavsson, Connectivity
HUB Leader,Volvo
!  A 15% reduction to global warranty costs adds 20-30bp of permanent margin to Ford &
GM
Source: Citi Research, GM/OnStar & Rise of the Connected Car (Part 4) – There’s Money Here!, November 7, 2013

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!  Volvo, Ericsson jointly connect cars to the cloud
!  Verizon Partners with OEMs to Launch 4G Forum for Connected Cars
!  AT&T, GM team up to make 4G cars
!  BMW selectsVodafone for Connected Car services
!  Sprint, Chrysler Link Up With ‘Velocity’ In-Car System
!  Volkswagen partners with Apple on iBeetle, first car with fully integrated
iPhone
!  IBM And Sprint Team Up On Smarter Connected Cars
!  AT&T, SiriusXM and Nissan collaborate on connected car initiative
!  Audi and T-Mobile partner to launch the industry’s most competitively
priced in-vehicle data plan
!  Continental is teaming with Cisco to work on developing technology for
connected vehicles
!  Continental Teams Up With IBM to Cooperate on Automated Driving
!  Mercedes, Nokia team up on smart maps for connected cars


!  BMW’s Private Cloud Platform
◦  Private Cloud platform to satisfy internal requirements of zero downtime, resiliency, migration and
interoperability with legacy software
!  Mario Mueller,VP of Infrastructure at BMW is the Chairman of Open
Data Center Alliance
Source: Mario Mueller at GigaOM’s Structure Europe conference

0
2
4
6
8
10
0
200
400
600
800
1000
2012 2013 2018 (est.)
Daily Activity
Gb of data Requests


!  IBM and NXP worked with numerous partners to equip 200 vehicles with an
advanced telematics solution capable of GPS/GSM/GPRS mobile
communications, advanced security, and in-car connectivity.
!  Connected cars provided the raw data, securely transmitting information from
the car's internal network to the cloud-based IBM Smarter Traffic Center.
!  Big data analytics extracted out the useful information, which was turned into
driver updates through connected equipment ranging from smartphones to
navigation systems.
!  Over a period of six months, IBM's analytics uncovered 48,000 traffic-relevant
events from 1.8 billion sensor signals.These ranged from heavy rain, ice, and
pot holes to traffic black spots and the use of hazard lights.
!  Feeding this information back to drivers in the trial, who had already been
trained in smart and green driving (driving smoother, preventing accidents, and
saving fuel), raised their "urban driving style" scores on average by 10%.
!  In addition, almost 75% of the cars involved reduced their fuel consumption (by
5% on average) in urban areas.


!  Formula 1 is a laboratory of the connected car and is years ahead of the auto
industry.
!  For 20 years, Formula 1 has been developing an environment in which the racing
car, the team staff and racing officials are all connected through computers, antennas
and cables.
!  Each Formula 1 car transmits 1.5 GB back to its garage during a Grand Prix race –
enabling the constant monitoring of fuel consumption, tire wear and engine status
!  At each Grand Prix, there is about 40 GB of real-time data from all the cars on the
grid.
!  The electronics and software which are created by McLaren Electronics Systems
are used by all of the teams on all of the cars, with a single version of hardware, and
a single version of software.The only difference between the cars is the tuning and
the data that’s used to tune them.
!  Red Bull makes use of improved connectivity to test parts in practice sessions of a
race weekend. Its cars have 7,500 parts with 1,000s of possible configurations
!  Product development cycles in F1 are much shorter than in road cars.Whilst a
product may take five to seven years from development to fitment in a road car
program, It is very different in F1.


!  Change the mindset / business model:
◦  Manage the life cycle of car ownership to include pre-
sales (production) and post-sales (after market) cycles
◦  Auto “ownership” as a “service” to include use of car,
telematics, insurance, infotainment, targeted marketing,
etc.
◦  Tiered “service” models to upsell and differentiate
between models and competing OEMs
◦  Improve customer loyalty / manage churn
!  Mobile Service Providers and OEMs must
work together


!  Self-driving cars with involvement of artificial intelligence software in
which there will be no driver involvement
!  However, as car manufacturers are not yet equipped to drive the
transformation of the 'smart cars', this is a lucrative opportunity for
ICT companies to work with automobile manufacturers to
transform the industry.
!  Bill Ford (Ford’s executive chairman) said that the car industry put
roughly a billion cars on the road in its first century; the second
billion is estimated to arrive by 2033, with all the pollution and
congestion challenges that will bring. He predicted that Ford's
achievements would have an even bigger impact on the key issues of
modern transport in the second century than it has done in the first
- which contained all the achievements of Old Henry.


!  In May 2013, Intel,Verizon and AT&T formed the Intelligent Car
Coalition (ICC), a non-profit consumer advocacy and education
organization.The ICC will attempt to engage US policy discussions
on the intelligent vehicle; driving improvements on issues such as
data privacy and security, liability, research and development and
distracted driving.
!  “Connected vehicle research is being sponsored by U.S. DOT to
leverage the potentially transformative capabilities of wireless
technology to make surface transportation safer, smarter and
greener. If successful, connected vehicles will ultimately enhance the
mobility and quality of life of all Americans, while helping to reduce
the environmental impact of surface transportation.” Source:
Research and Innovative Technology Administration (RITA), U.S. Department of
Transportation (US DOT)

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