ISSUE 03 2014
CONNECTED CARS
11
given the intimate relationship that many people have with their vehicles and the lengths of time they often spend in them, they’re fast becoming the next living space to be networked after the home itself. While some facets of the digital home do apply to the automotive sector – delivering rich infotainment services to keep the kids amused and supporting various M2M-type applications – it’s a very, very different world and a far more complex and difficult one to support. When you add in all the work underway involving different aspects of automotive connectivity, such as ADAS concepts – Advanced Driver Assistance Systems that range from smart navigation to automatic collision avoidance – and the fact that some US states have already licensed driverless vehicles, it’s clear that the world of driving is going to change more in the next 10 years or so than it has in the last 100.
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That journey however isn’t going to be easy. For a start, by their very nature, cars move around – even between countries – and while they change owners far more quickly than most houses and apartments, their product life is much, much longer than a smartphone. Secondly, the car manufacturers themselves have spent many years and billions of dollars promoting their brands and, in most cases, will be suspicious of another brand entering their space or seeking to share revenue in some form. Tied in with this are the increasingly recurring and tricky issues of who owns the customer, and particularly the data generated by all these new applications. On top of this, automotive electronics need to continue operating reliably and safely in a very unforgiving physical environment. The question of who takes responsibility when anything goes wrong will, just like the digital home, present some interesting ‘domain ownership’ questions, especially where legal liability is involved. Some law firms are already warming their engines in anticipation of some interesting cases.
The freedom of the open road – or not As far as the market size is concerned, it’s huge and growing rapidly, despite all the surrounding concerns about pollution and energy use. It is estimated that there are already well over one billion motor vehicles on the planet – a figure that is thought will rise to nearly two billion by the end of this decade as car ownership continues to spread in developing countries.
ou couldn’t really pick a better sector than the automotive one to illustrate some of the many challenges that CSPs face these days, looking to find new roles in a fast-changing world. Indeed,
Additionally, a number of regions around the world, including the US, the EU, Russia and China are already looking at mandating some form of connectivity for new vehicles and developing standards that will allow cars to communicate to support a number of different scenarios, including emergency location alerts in the event of crashes or smart telematics to reduce congestion.
Research firm IHS Automotive recently forecast there will be 152 million actively connected cars on global roads by 2020, delivering an estimated $14.5 billion of value through a variety of Big Data assets found in the connected car – diagnostics, location, usability tracking, and ADAS applications. Significantly, the technology growth will drive sales, value- added services and customer experience in the sector for years to come.
You can’t escape Big Data these days “Traditionally Big Data has focused on the ‘4 Vs – volume, velocity, variety and veracity,” says Mark Boyadjis, senior analyst at IHS Automotive. “But without understanding the fifth V, value and the value proposition, the collection of data from the connected car is literally a waste of time. It is important to understand how data from intelligently designed systems will drive billions of dollars of annual revenue between data assets, analytics, and end-user services.” By 2020, the IHS Automotive
Car manufacturers have spent many years and billions of dollars promoting their brands and, in most cases, will be suspicious of another brand entering their space or seeking to share revenue
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