Foreword Thinking
Forward into
Kevin Borras is
co-founder and
vice-president,
the recent past
publishing of H3B
Media and editor-in-
chief of Thinking Driving the Sentience vehicle at TRL the other week
Highways
brought back 11-year old memories of the future
The lengths I go to to ensure Earlier this month I was drive the car - you just steer it.
I never use ‘Back to the invited to TRL to “drive” the And I don’t want to just steer
future’ as a headline... Sentience vehicle and I my car, I want to drive it.
But anyway... Just a month couldn’t help but make However, I couldn’t help
after leaving the rarely comparisons. Sentience is a thinking that a man of 40
exciting world of logistics collaboration between (especially one who wasn’t
journalism in June 1998, I Ricardo, Jaguar-Land Rover, able to drive for medical
found myself sitting in the TRL, Ordnance Survey and reasons for nearly three years
passenger seat of a car that Orange Business Services and and is still enjoying the novelty
was driving itself around a the project extends the of not going everywhere on
course mapped out on an electronic horizon of the public transport) who drives a
unopened stretch of Dutch vehicle (in this case a left-hand stupidly powerful (and thirsty)
motorway. This was the drive Ford Hybrid Escape) car is not really Sentience’s
Automated Guided Vehicles using a web-enabled mobile target demographic.
Demo in Leiden, in many ways phone, GPS, electronic maps The journalist I shared the
the European successor to San and an array of other real-time experience with was hugely
Diego’s Demo ‘97. navigation technologies. The impressed with the system and
Coming from an industry idea of Sentience is to reduce after asking a couple of
where the most exciting things emissions and improve energy technological questions of
I’d seen were robots in a efficiency as the car Ricardo’s Ed Chan, turned to
human-free warehouse in the accelerates and brakes at the me and said “this’d be superb
UK that in total darkness and optimum times through for old people - it takes away a
sub-zero temperatures Enhanced Acceleration/ lot of the decision-making that
shuttled along the aisles Deceleration technology makes driving difficult for
picking stock, being driven which ensures the car sticks to them.” And in one fell swoop,
around a track by a car (rather the speed limit. The vehicle Jesse Cross of Car Magazine
than just in one) was pretty thus “responds in the most stumbled upon what really
mind-blowing. effective way possible to should be Sentience’s
Those vehicles followed a impending changes in road marketing strategy. My 73-
series of magnets set into the topology and probabilistic year old mother thought that a
pavement and I suppose are speed limitations.” car that did everything but
looked upon as being quite The technology at your steer for you was the work of a
simple now but in 1998 this fingertips is nothing short of genius. And, not for the first
was state-of-the-art. brilliant but you don’t really time, she’s right.TH
Editor-in-Chief
Thinking Highways is published by H3B Media Ltd. ISSN 1753-43ZI
Kevin Borras (
kevin@h3bmedia.com)
Sales and Marketing
Thinking Highways (ISSN 1752-43XI) is published quarterly in two editions (North America
Luis Hill (
luis@h3bmedia.com)
Administration and Europe/RoW) for £30/€40 (Europe/RoW) and US$60 per year by H3B Media, !5 Onslow
Jodie Graham (
jodie@h3bmedia.com)
Tim Guest (
tim@h3bmedia.com)
Gardens, Wallington SM6 9QL,UK and is distributed in the USA by Pitney Bowes International
Subscriptions and Circulation
Mailing Services Inc as mailing agent. Periodicals postage paid at Kearny, NJ and additional
Design and Layout
Pilarin Harvey-Granell
mailing offices. POSTMASTER: Send address changes to PB International Mailing Services Inc.
Phoebe Bentley, Kevin Borras
Conferences and Events
Contributing Editors
CEO
500 US Hwy 46, Clifton, NJ, 07011.
Odile Pignier (
odile@h3bmedia.com)
Bruce Abernethy, Richard Bishop, Lee J Luis Hill
Although due care has been taken to ensure that the content of this publication is accurate
and up-to-date, the publisher can accept no liability for errors and omissions. Unless otherwise
Nelson, Andrew Pickford, Phil Tarnoff,
Financial Director
stated, this publication has not tested products or services that are described herein, and
Paul Vorster, Harold Worrall
Martin Brookstein
Vice-President, Publishing
their inclusion does not imply any form of endorsement. By accepting advertisements in this
Contributors to this issue
publication, the publisher does not warrant their accuracy, nor accept responsibility for their
Scott Belcher, Gianni Forunato,
EDITORIAL AND ADVERTISING
Kevin Borras contents. The publisher welcomes unsolicited manuscripts and illustrations but can accept no
Mark Johnson, John Kasik, Robert Kelly,
H3B Media Ltd, 15 Onslow Gardens, liability for their safe return.
Jim Kennedy, Audey Korpus, Lee J Nelson,
Wallington, Surrey SM6 9QL, UK
Tel +44 (0)208 254 9406
© 2009 H3B Media Ltd. All rights reserved.
Christina Revels, Shelley Row,
Fax +44 (0)208 647 0045
www.thinkinghighways.com
Randy Salzman, Phil Tarnoff, Jim Toepper,
The views and opinions of the authors are not necessarily those of H3B Media Ltd.
Thomas Woodward, Amy Zuckerman,
Email
jodie@h3bmedia.com
Reproduction (in whole or in part) of any text, photograph or illustration contained in this
publication without the written permission of the publisher is strictly prohibited.
Sub-Editor and Proofreader
Maria Vasconcelos
Printed in the UK by Advent
www.thinkinghighways.com Thinking Highways Vol 4 No 1 1
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68