The document discusses the roles of automotive startups and car manufacturers in delivering new digital services based on vehicle data analysis. It notes that startups currently collect driving data through OBD plugs or smartphone sensors to develop apps, while manufacturers want to control vehicle data access. Manufacturers recognize the market potential but currently struggle to establish open ecosystems. The document concludes that startups will continue leveraging extensive driving data to create new services, while manufacturers work to restrict OBD access and may establish a data marketplace to explore new opportunities through third party services.
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8. QuanCfied Cars
n Automo%ve Industry
n Car manufacturers may use digital services to opCmize powertrain calibraCon for special usage behavior (e.g. in postal
delivery transport).
n Automo%ve engineers may improve the accuracy of driver models and tesCng for advanced driver assistance systems.
n Individual drivers
n Individual drivers may be empowered to assess their personal driving style and get improvement suggesCons to drive
more safely or economically friendly.
n Governmental authori%es
n Road traffic departments of ciCes can be empowered to make informed decisions based on their gained knowledge
about traffic pakerns, thereby increasing road safety and reducing driving emissions in urban environments.
n Various organiza%onal customers
n Insurance companies can provide new kinds of insurance contracts for safer drivers and will be provided with new
means to infer driving risks.
n Driving schools can be supported in supervising students based on digitally monitored driving styles, teaching them to
drive safer and economically friendly.
Background and moCvaCons
Stakeholders and their interest towards digital services
NBM2017 -June, 21-22, 2017 - Graz, Austria 8
13. QuanCfied Cars
Main data acquisi%on approaches
NBM2017 -June, 21-22, 2017 - Graz, Austria 13
QuanCfied Car Start-ups
n Branded hardware plug connected to the On-board diagnos%cs (OBD)-II interface.
n This allows them accessing certain car sensor data, e.g. speed.
n They may equip their devices with addi%onal sensors including GPS or accelerometer to
collect addiConal relevant data describing the movement of the car.
n Both plug and internet connec%vity are usually not free of charge.
n They produce a lock-in effect to the parCcular business model of a quanCfied car start-up
and are one way to safeguard revenues.
n Use of the sensors built into smartphones, e.g. GPS, accelerometer or luminance, to capture
data while driving.
n This makes smartphones suitable devices to track car trips, too.
n However, smartphones lack informaCon provided by car sensors including emission data
or rpm.
n Nevertheless smartphones have the advantage of an ‘always on’ connec%vity for event
extracCon and service provision.
19. QuanCfied Cars
Concluding remark
NBM2017 -June, 21-22, 2017 - Graz, Austria Page 19
Conclusion and outlook
n US ICT start-ups
n adopt either an OBD-II interface plug or smartphone sensory to capture data
n create new services and business models based on analyzing large quanCCes of
car data
n German car manufacturers
n would have a direct access to car data - at least from a technical perspecCve.
n have become aware of the huge market which is at loose to the ICT industry.
n start to advance own projects and discuss restricCng the OBD-II interface.
n are seeking new opportuniCes and may establish a data market for third party
services.