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A fully networked car can talk
to other cars, receive reports
of traffic data, warn the driver
about upcoming hazards, suggest
the best route to conserve
fuel, and even access e-mail,
stock prices, Facebook and
Twitter. A few years ago, that
would have sounded like science
fiction. Now, the prospect of a
fully networked car seems much
nearer.
Keeping in touch with traffic information
In 1996, BMW was the first
car manufacturer to introduce the radio data systemtraffic message channel (RDS-TMC) as part of its GPS navigation system. This offers real-time traffic information
— supplied by government agencies — to
drivers using the FM sub channel.
Today, RDS-TMC is still a very successful transmission
method for traffic information throughout
Europe and North America. It is successful because,
first, it was created to address one of the driver’s
most basic needs: to get from A to B in the fastest
way possible, or at least to know about disruptions
ahead. This feature is one that a driver uses and appreciates
on every single trip.
Second, RDS-TMC relies on FM broadcasts, a transmission
technology that is already paid for. No additional
infrastructure or operational costs are involved,
and there are no problems with limited network
coverage. Third, RDS-TMC is a
well-established standard, making
it easy for suppliers to implement
and market the product in
large quantities.
What other types of information do drivers need?
Will the technology and the
potential applications that are
being researched today have
the same success as RDS-TMC?
The fundamental question is not
how to make a fully networked
car, but why. Except for a few individuals
who are savvy about technology, it will not
be the fully networked car itself that customers will
be willing to pay for. In my view, customers are looking
for mobility, safety, efficiency and convenience.
Traffic information and related mobility applications
are probably still the primary uses that will attract
customers. Drivers want to take the quickest
route through rush-hour traffic. This means getting
as much information as possible about what is going
on: not only on traffic flow, but also data on such
matters as traffic signal timings, closed roads, and
roads that are temporarily blocked.
Just as important are applications that increase
safety. And as with mobility applications, having access
to vital pieces of information is the key. Most
situations only turn out to be dangerous because
they happen unexpectedly. Early warning takes out
the risk. The emphasis here is on precise and reliable
information.
With rising oil prices and increasing environmental
awareness, fuel efficiency has become an important
field of innovation. Consumers are willing to
invest in technology that uses resources wisely and
more efficiently. Because traffic flow and driving style
are two of the largest variables in fuel consumption,
precise information about what is happening ahead
is vital in increasing fuel efficiency. Selecting routes
where traffic signal timings are coordinated, so as to
reduce unnecessary stop-and-go driving, is another
way of increasing fuel efficiency
Consumers would like to simplify their lives.
Having everyday information at hand, such as parking
availability or public transport schedules, reduces
stress and makes life easier. Customers are willing to
pay for this convenience.
What will it take to bring us these applications?
All of these applications have one thing in common:
they rely on the availability of precise and up-todate
information. But might there be a reluctance to
allow access to data? For example, city districts giving
access to traffic management data expose their
systems to public scrutiny. In such a case, government
policy affects data availability far more than any
technical factors.
Deployment of the applications is another essential
component. Taking a technological leap forward
might seem to be the thing to do. But realistically,
deployment is likely to happen in much more gradual
steps. The business case and the return on investment
may impose constraints that make large leaps
impossible in real life.
Putting the fully networked car on the road
This brings me to my last point: where is the profit?
To be honest, the networked car will not exist in
the long term unless it is supported by a solid business
case and the prospect of a quick return on investment.
We may talk about the good things that we
envisage for humankind: mobility, safety, efficiency
and convenience. But at the end of the day, the spur
to action for a manufacturer may be all about making
a profit. How much must I invest in new technology
and what extra amount is the customer willing to
pay? How can I create a unique selling point so that
customers do not defect to the competition?
Like car manufacturers, other players in this field
have their own ways of staying profitable or achieving
their goals. For content and service providers, the
method is creating valuable information out of raw
data. For a network provider, it is about selling network
bandwidth. For universities, it is about attracting
research and students. For consultants, it is acquiring
jobs. For government, it is about responding
to public needs and winning elections. If we can find
a scenario where all these goals and objectives can
be met, the fully networked car will become a reality.
From a technical standpoint, the fully networked
car has come a long way. Standardization bodies
have done tremendous work in creating standards
to promote interoperability and keep implementation
costs to a minimum. What is needed now is a
strong focus on real-life deployment and business
development.
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