The connected world is impacting the way people interact every day. More and more drivers are using technology that’s embedded in cars, allowing them to interact with things outside the vehicle and vehicles to interact with each other. So as connected cars are on the rise, so are connected customer experiences, connected communities, and smart cities, and this is all thanks to big data. Let’s explore.
According to the research firm Statista, there will be approximately 105 million connected cars on the road by 2022. One of the most interesting reasons for this rise of connected cars is the way they eliminate location as a barrier to connecting consumers with products and services from various communities. As the car passes through certain localities on the way to its destination, the passenger might receive a real-time offer from local merchants. Passing a coffee shop? The driver might get an offer for a discount on a large cappuccino. Driving by a dealership? The car might check the status of its oil life and tire pressure, and recommend a quick visit to top off fluids and air. An even smarter car might interface with the passenger’s to-do list and calendar, and choose a route that hits the highest possible number of errand destinations: a bank for a daily deposit, an office supply store to pick up whiteboard markers, and a Starbucks to get coffee before a meeting at 3 o’clock.
By virtue of vehicles’ connectedness and autonomy, the in-car experience makes a passenger—whether he or she is just a consumer of a shared ride service or the owner of the vehicle itself—a more connected member of the community. They’re now more plugged into options, offers, and the surrounding infrastructure. In fact, Business Insider forecasts that 381 million connected cars will be on the road by 2020, and they will generate $8.1 trillion between 2015 and 2020.
Connected cars are leading to a more connected customer experience and smart cities. Consumers are starting to expect more real-time experiences from their connected vehicles via their built-in wireless connectivity. This is leading to an increase in the consumption of digital entertainment content such as music, and also a richer infotainment application within the vehicle. This allows for the display and consumption of real-time data like weather, offers from nearby stores, and alerts based on a consumer’s specific preferences.
These benefits extend beyond passengers and to communities as well. One example of how smart vehicles make for better, more connected communities is a Las Vegas–based project—involving the GENIVI Alliance and the Nevada Center for Advanced Mobility (NCAM)—that was designed to address two of the city’s top priorities: to improve pedestrian safety and aid traffic flow.
In this project, units attached to the city’s fleet of vehicles transmitted location and speed data wirelessly across a mobile network. This data was sent to a city-hosted server running the GENIVI Remote Vehicle Interaction software and stored for further analysis. Additional city-hosted servers combined the vehicle data with other city-provided data, such as bus stop locations and the actual locations of buses. The resultant data combinations were then translated into actionable messages like “Active bus stop ahead! Be careful” and transmitted back to the units aboard the city fleet vehicles, improving safety and reducing traffic-related injuries.
All this data is archived so that analytics and visualizations can be run to further inform city projects and planning. The Las Vegas community is now safer and smarter because of its fleet of connected vehicles.
Connected cars are the primary drivers behind connected communities, and big data is the engine that powers them. On top of connected cars being able to process data-in-motion, they can also transmit data to vast data lakes in the cloud, which can allow service providers, marketers, and manufacturers to use that data to serve up certain offers and experiences to consumers. Data, both at rest and in motion, is the foundation for connected customer experiences and communities.
The world is changing as connected cars begin the work to build smarter communities, and the process will be a journey. As we head down this road to a more connected world, big data will help make the ride safer, more productive, and less stressful for many organizations.
Take a look at how the city of Las Vegas is embracing the connected car and autonomous vehicles to further their smart city effort.