informatics in the auto industry

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.

Cars in an always on world

Book: The Experience Economy

Experience

Service

Product

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

Example 2: Education

Description Cost

Experience Discussion with a Professor

$3,000

Service Vide-‐taped Lecture $100

Product Book $40

Example 3: MB Product

http://www.mblaguna.com/

Service

http://www.mblaguna.com/

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

Experience (Social Media)

http://www.mblaguna.com/social-‐networking

Methods to create Experiences

1.  Sell experiences 2.  Measure

rigorously 3.  Reward

appropriately

Experience

Service

Product

Informatics

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

Where are we with an always-on world?

Gartner Hype Cycle Events

http://www.exploringmarkets.com/2014/02/hype-‐cycles-‐product-‐maturity-‐and-‐start.html

Where is IT on the cycle for auto industry?

Social Media

100% Data Capture

Cars as Software

Direct to Consumer Sales

Personalized Marketing


Collecting information Analyzing it

Using it

Cookies

http://commons.wikimedia.org/wiki/File:2ChocolateChipCookies.jpg

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

Why Cookies? •  Remembers you •  Allows

– Personalization – Sessions – Shopping

http://en.wikipedia.org/wiki/Brain#/media/File:Chimp_Brain_in_a_jar.jpg

Cookies enable Advertising •  Advertising company

– Ads on popular sites – Remembers each impression

•  Builds a profile

https://www.flickr.com/photos/stuckincustoms/4323977677

Cookies & your profile

Big Data Advertising isn’t a big deal What is a big deal is connecting different sources of information and using advanced analytic techniques.

Target Case

http://www.forbes.com/sites/kashmirhill/2012/02/16/how-‐target-‐figured-‐out-‐a-‐teen-‐girl-‐was-‐pregnant-‐before-‐her-‐father-‐did/

Target Case


[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


Result? Mobility Blues Shown “VentureOne Rewards” for “People with Excellent Credit”

Sample [x+1] data


Result? God’s Country Shown “Capital One Platinum Prestige” for “People with Excellent Credit”

Sample [x+1] data


Result? City Roots Shown “VentureOne” for “People with Excellent Credit” And “Standand Platinum” for “People with Average Credit”

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.”


MB Case How could you use this technology?

Case Study

http://www.xplusone.net/wp-‐content/uploads/2014/02/Mercedes-‐Benz-‐Case-‐Study31.pdf

Screen shot 2012-‐05-‐16 at 4.37.15 PM.png

100% Data Capture

Collecting information Analyzing it

Using it

Automatic Weather Station

http://upload.wikimedia.org/wikipedia/commons/4/4a/IMG_0430-‐aws-‐rothera_1200x900.jpg

http://en.wikipedia.org/w

iki/File:LBKiteSurf09.JPG

Kite Surfing

http://www.toptal.com/c/how-‐i-‐made-‐a-‐fully-‐functional-‐arduino-‐weather-‐station-‐for-‐300

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

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.

http://www.petco.com/product/119905/Tagg-‐Pet-‐Tracker.aspx

http://en.wikipedia.org/wiki/File:A_bumblebee_%28Bombus_terrestris%29_worker_with_a_transponder_attached_to_its_back,_visiting_an_oilseed_rape_flower.png

http://www.petco.com/product/119905/Tagg-‐Pet-‐Tracker.aspx

http://www.gotrack.com/

Sensors for your kids

FitBit Personal Analytics

http://www.fitbit.com/

https://en.wikipedia.org/wiki/File:UF_CancerHospital.JPG

Fitbit Corporate Analytics

Google Glass

https://www.youtube.com/watch?v=4EvNxWhskf8

Google Glass

https://www.youtube.com/watch?v=yRrdeFh5-‐io

Jailbreak

– Different cues – Status indicators – Security?

http://arstechnica.com/information-‐technology/2013/04/google-‐releases-‐glass-‐source-‐code-‐declares-‐platform-‐open-‐to-‐hackers/

Recording Police

http://arstechnica.com/tech-‐policy/2014/05/woman-‐allegedly-‐records-‐own-‐arrest-‐gets-‐accused-‐of-‐wiretapping/

Ferguson Riots

http://www.telegraph.co.uk/news/worldnews/northamerica/usa/11251989/Ferguson-‐riots-‐Violence-‐erupts-‐after-‐Michael-‐Brown-‐police-‐shooting-‐verdict.html?frame=3116889

http://www.latimes.com/local/la-‐me-‐lapd-‐tamper-‐20140408-‐story.html

http://www.epiphanyeyewear.com

Purchased by SnapChat, which has software with “disappearing”

images for chat.

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

Enables Experience •  The “missions” (priorities) •  Software organizes optimal flow

•  Future? – Story engine –  Images/pictures – Route performers to you – Reminders

Apple/Android Watches •  Always on cameras? •  Location-based technology

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

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

http://www.fastcodesign.com/3030079/terminal-‐velocity/the-‐future-‐of-‐driving-‐cameras-‐all-‐over-‐your-‐car

Dash Cams

http://www.proofpronto.com/hd-‐dashcam-‐with-‐2-‐5-‐inch-‐screen-‐-‐automatic-‐recording-‐-‐night-‐vision.html

Dash Cams

https://www.youtube.com/watch?v=P4AsnxiAhqo

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

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/

http://www.brookings.edu/~/media/research/files/papers/2008/7/payd%20bordoffnoel/07_payd_bordoffnoel

Low-‐mileage drivers have fewer claims than high-‐mileage drivers

Poorer households drive less than wealthy households

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

Safety Systems

http://www.wired.com/2014/05/automakers-‐self-‐driving-‐cars/

Telsa Model S

http://www.teslamotors.com/models/features

Electric Computer-‐controlled

http://www.teslamotors.com/models/features

http://www.motortrend.com/roadtests/sedans/1110_2012_tesla_model_s_first_ride/photo_05.html

Tesla runs Linux (Ubuntu)

http://jalopnik.com/the-‐tesla-‐model-‐s-‐is-‐basically-‐a-‐good-‐looking-‐it-‐depart-‐1558372928

Tesla IT Monitors Cars for Hacking

http://jalopnik.com/the-‐tesla-‐model-‐s-‐is-‐basically-‐a-‐good-‐looking-‐it-‐depart-‐1558372928

h"p://w

ww.ny*m

es.com/2013/02/10/autom

obiles/stalled-‐on-‐the-‐ev-‐highway.htm

l

h"p://www.teslamotors.com/blog/most-‐peculiar-‐test-‐drive

https://www.teslamotors.com/sites/default/files/blog_attachments/ms_safety_information.pdf

OTA Updates v. Recall?

https://www.teslamotors.com/sites/default/files/blog_attachments/ms_owners_guide.pdf

Social Media

Unexpected / Shared Ownership

http

://www.you

tube

.com

/watch

?v=h

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You now have an ongoing relationship

with your pro/am consumer

Where are your influencers?

Professional/Amateur Influencers •  Blogs,

Forums, Social Media

•  Shared Ownership

•  Re-use

See http://www.useit.com/alertbox/participation_inequality.html

Shared Ownership

Who are the new pro/am?

http://advrider.com/

http://upload.wikimedia.org/wikipedia/commons/thumb/1/13/BMW_R1200GS_track.jpg/800px-‐BMW_R1200GS_track.jpg

http://upload.wikimedia.org/wikipedia/commons/thumb/5/5d/BMW_R1200GS_fully_kitted.jpg/541px-‐BMW_R1200GS_fully_kitted.jpg

http://www.harley-‐davidson-‐hangout.com/forum/hdrcgb-‐virtual-‐rally/96474-‐russia-‐mongolia-‐kazakhstan-‐sportster-‐no-‐not-‐bmw.html

http://www.advrider.com

/forums/show

thread.php?t=681994&page=20

http://www.advrider.com/forums/showthread.php?t=681994&page=115

http://www.motosapiens.org/forum/viewforum.php?f=36

http://www.motosapiens.org/forum/viewtopic.php?f=36&t=336&sid=b3a288988264dae4984e3fe08d2d3496

http://www.motosapiens.org/forum/viewtopic.php?f=36&t=345

http://www.motosapiens.org/forum/viewtopic.php?f=36&t=336&sid=b3a288988264dae4984e3fe08d2d3496

http://www.motosapiens.org/forum/viewtopic.php?f=36&t=345

http://www.motosapiens.org/

Cadillac ATS vs the World

Self-Driving Cars

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

Google: Self-driving Cars Safety

https://www.youtube.com/watch?v=dk3oc1Hr62g

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

Road-legal Self-Driving Truck Daimler’s Freightliner NHTSA Level 3 – fully autonomous w. takeover ability Reduce driver fatigue by 25%

Autonomous Safety Systems

http://arstechnica.com/cars/2015/05/meta-‐analysis-‐finds-‐self-‐braking-‐cars-‐reduce-‐collisions-‐by-‐38-‐percent/

Hit from behind?

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

Legal Liability Issues •  Security •  Bugs •  Updates •  Mods •  Monitoring •  Data storage, retrieval, and access

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/

Car Companies as Software Companies

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

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

Barr Group Analysis •  See slides…

Direct-to-Consumer Sales

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

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

IT & Car Companies

Social Media

100% Data Capture

Cars as Software

Direct to Consumer Sales


informatics in the auto industry

Education

service http

data http

cookies http

phd http

experience perks http

experience social media

mb product http

target case http