Big Data vs. Big Brother in Your Car

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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

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Big Data vs. Big Brother in Your Car – Transforming Transportation with Connectivity Roger C. Lanctot, Associate Director, Global Automotive Practice, StrategyAnalytics, May 2014

Transcript of Big Data vs. Big Brother in Your Car

Page 1: 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

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Connectivity is Changing the Game

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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

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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.

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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

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Why Do We Care?

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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

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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

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Source: Strategy Analytics Data Nov 2013

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Trend in Vehicle Segments and Sensors

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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

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ADAS Evolution Timeline

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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

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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

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Detroit (Munich?), We Have a Problem

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New Vehicle Ownership Paradigm

• Connected car = always fresh – Content

– Apps

– Safety systems

– Maps

– Collision avoidance and airbag algorithms

– Feature/function add-ons, updates

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Forecast: Cloud-y

• Identity

• Profile, preferences, protocols

• Driving history

• E-commerce credentials

• Apps + content

• Service history

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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

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Operating Costs

SOURCE: Bobit Business Media

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Smartphone Connectivity

+ =

Customer Acquisition

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Embedded Modem

+ =

Customer Retention

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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?

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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.

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Microsoft Screen Dupe: Just Say “Nein”

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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

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Thank you!

Roger C. Lanctot

Associate Director

Global Automotive Practice

Strategy Analytics

[email protected]

+1 (617) 614-0714 m +1 703 860-2005

Twitter: @rogermud