DIGITAL VEHICLE ECOSYSTEMS AND NEW BUSINESS MODELS:

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1 DIGITAL VEHICLE ECOSYSTEMS AND NEW BUSINESS MODELS: AN OVERVIEW ON DIGITALIZATION PERSPECTIVES Christian Kaiser, Alexander Stocker (VIF), Gianluigi Viscusi (EPFL) This project has received funding from the European Union s Horizon 2020 research and innovation programme under grant agreement No

2 AEGIS ACKNOWLEDGEMENT 2

3 SCOPE OF THE PAPER DIGITALIZSATION OF VEHICLES 3 Research Question What are the roles of tech. start-ups and car manufacturers in delivering novel digital services and sustainable business models exploiting vehicle data? Source: Viscusi, 2017

4 SCOPE OF THE PAPER DIGITALIZSATION OF VEHICLES 4 From Quantified Self to Quantified Vehicles A key contemporary trend emerging in big data science is the quantified self (QS)-individuals engaged in the self-tracking of any kind of biological, physical, behavioral, or environmental information.. (Swan, 2013) The behavioral patterns of self-tracking can be transferred to vehicles, which capture sensory data about themselves and about their environment, thus becoming Quantified Vehicles (Stocker et al., 2017)

5 QUANTIFY WHAT? DIGITIZE WHAT? 5 Driving styles & driving behavior.. a driving style is a habitual way of driving, which means that it represents a relatively stable aspect of driving behavior. (Sagberg et al 2015)

6 QUANTIFY WHAT? DIGITIZE WHAT? 6 Driving styles & driving behavior (Sagberg et al 2015)

7 VEHICLE DATA THE SOURCE FOR DIGITAL SERVICES Data from the vehicle OBD data = (rather) open (emission relevant data, limited data, e.g. speed, rpm,..) CAN data = closed (access to all vehicle sensors and measurements used for vehicle functionality, e.g. window status, movement of steering wheel, ).. 7 Data from the vehicle driver Smartphone data Smartwatch data Smart glasses data Mobile EEG data...

8 DIGITAL SERVICES 8 Tech Startups

9 DIGITAL SERVICES 9 Making use of OBD Data & Smartphone Data

10 DIGITAL SERVICES DASH.BY 10 Making use of OBD Data & Smartphone Data For the driver

11 VEHICLE DATA THE SOURCE FOR DIGITAL SERVICES 11 For business (e.g. fleet manager)

12 DIGITAL SERVICES DASH.BY/BUSINESS.HTML 12 Platform model

13 DIGITAL SERVICES 13 Making use of Smartphone Data

14 DIGITAL SERVICES 14 Information for drivers

15 DIGITAL SERVICES 15 Counting # speedings # hard accelerations # hard breakings Information for drivers

16 DIGITAL SERVICES 16 Making use of OBD Data

17 TECH STARTUPS 17 What startups do.. Making use of vehicle data to establish digital services for drivers and businesses Different approaches to get data (OBD and/or Smartphone) Trying to build-up platforms for others to develop apps Trying to get other stakeholders (from classical industries to exploit the technology).. Source: McKinsey? What other stakeholders do.. Vehicle manufacturers explore ways to exploit the connected vehicle into the provisioning of a software operating system to serve as a platform for a potential app store, as well as into the development of specific apps and services. Automotive suppliers want to establish direct relationships with the end customers of vehicles produced by vehicle manufacturers who they supply. Digital players adapt their smartphone platforms to vehicle-specific customer needs and to integrate their infotainment into vehicle systems. Telecom players see new opportunities in terms of infrastructures, while SIM cards are installed in vehicles. Insurers expect new opportunities while e.g. offering telematics-based coverage options...

18 DIGITAL SERVICES 18 Tech Startups

19 THE DIGITAL SERVICES OF CAR MANUFACTURERS 19 Car Manufacturers have unique access to CAN DATA However, so far they do not fully use that potential!

20 DIGITAL SERVICES PROVIDED BY CAR MANUFACTURERS 20 e.g. Development, acquisition or ignorance? Tech Startup Car Manufacturer

21 21 Digital Vehicle Ecosystems and New Business Models - An Overview of Digitalization Perspective Christian Kaiser, Alexander Stocker, Gianluigi Viscusi alexander.stocker@v2c2.at This project has received funding from the European Union s Horizon 2020 research and innovation programme under grant agreement No