Discuss the fundamental challenges to master data-defined vehicles. Provides an outlook of a data-driven architecture for mobility as a service.

1. The Data-defined Vehicle Architecture
The AUTOmobile becomes the autoMOBILE
Dr. Sebastian Wedeniwski
IBM Distinguished Engineer, CTO Global Industrial Sector

2. Agenda
Ø Software-defined vehicles surrounded by historical structures
Ø The mobility revolution shifts the vehicle to a software-defined service
Ø Critical business competencies in a globally transforming autoMOBILE
Ø Fundamental challenges to master data-defined vehicles
Ø Outlook of a data-driven architecture for mobility as a service

3. Patent No. 37435 “Vehicle powered by gas engine” of 29 January 1886
is the birth certificate of the automobile
Absolutely no software!

4. In the mid-1960s, a Volkswagen Beetle contained only very few
electrical parts – BUT no software-defined hardware
Some electrical parts in mass production
VW 1300LEFT RIGHT
J1
Turn
signal
Turn
signal
Fig. 1. Wiring Diagram VW 1300 (U.S. version) From
August 1965 to July 1966
J3
J2
G1
H1
H2
G
Sealed
beam unit
Parking lightParking light
1,0 1,0
0,5
1,5 2,5
2,5
Fuel
gauge
light
Interior
light
Transmission
to frame
ground strap
Battery
T1
S
K
1,5
LEFT RIGHT
Black dotted line = Optional extras or service installation
0,7
5
EK1
K2 K3 K4
K5
Windshield wiper switch
Lightswitch
Turn signal switch with dimmer switch
Emergency flasher switch
Horn button
Steering column connection
Emergency flasher relay
Dimmer relay
Brake lightswitch
High beam warning light
Generator warning light
Turn signal warning light
Oil pressure warning light
Speedometer light
Automatic choke
Electro-magnetic pilotjet
Spark plug connector,No.1 cyl.
Spark plug connector,No.2 cyl.
Spark plug connector,No.3 cyl.
Spark plug connector,No.4 cyl.
Fuse box
white fuse:8 ampere
red fuses:16 ampere
Cable adapter
Cable connector,single
Cable connector,double
Cable connector,triple
Brake,turn signal and tail lights
Brake,turn signal and tail lights
Horn ring to steering coupling ground
connection
Wiper motor to body ground strap
E.
F.
G.
G 1.
H 1.
H 2.
J 1.
J 2.
J 3.
K 1.
K 2.
K 3.
K 4.
K 5.
O 1.
O 2.
P 1.
P 2.
P 3.
P 4.
S.
T.
T 1.
T 2.
T 3.
X 1.
X 2.
2.
4.
1,5
0,5
2,5
Horn
0,7
50,5
S
F
Wiper
motor
S
Ignition/
starter switch
Sealed
beam unit
2,5
2,5
2,5
4,0
1,5
1,0 1,0
2,5
2,5
2,5
0,5
0,5
0,5
1,0
0,5
4,0
1,0
1,0
1,0
Antenna
connection
Radio
56a
5630
30 15
30
Battery
to frame
ground strap
Door
switch
Door
switch
VLVR BI 49a S
0,5
0,5
0,5
1,0
1,5 2,5
0,5
0,5
15/5
4 50
1,0
1,0
1,5
0,5
1,5
2,5
58 30
F
56
57
30
T
T
1,5 1,0
S
R 54
L
0,5
5431b
54d
T
Generator/
regulator
1,5
0,5
0,5
0,5
6,0
4,0
4,0
6,0
6,0
0,5
1,0 1,0
T3
P3
P2
1,5
DistributorSpark plugs Spark plugs
P1
P4
25,
0
Ignition
coil
1,0
1,0
0,5
Starter
3050
O 1
O 2
Oil pressure
switch
X 1
0,7
51,0
1,0
1,5
1,51,5
X 2
1,5
0,5 © 1972 VWoA – 509
T2
1,5
1,5
1
4
15
61
B+
License
plate
light

5. As early as the beginning of the 2000s, there were 45 connected
Electronic Control Units (ECUs) made by different manufacturers in
the Volkswagen Phaeton
Electronic components (blue) and wiring system (brown) (Photo: Volkswagen)
Cabling in the Phaeton has a total wire length of
3,860 m with a cable harness weighing 64 kg.
The bill of materials of the electrics
consist of 11,136 parts.
Only embedded software
defined by hardware!

6. In 2005, high variation of possible ECUs in the BMW 7 series (E65)
Source: S 400 HYBRID - own photo, Attribution,
https://commons.wikimedia.org/w/index.php?cur id=11526833
BMW 7 series from 2005 contained around 65 ECUs,
connected via five bus systems with an embedded
software scope of around 115 megabytes.
Every car gets an own fingerprint just by ECUs and
software for standard equipment (green) and optional
equipment (blue).
Source: BMW
Anti-theft
alarm
Tyre pressure
check
Rain sensor
Lightswitch
module
Heating
control panel
Heating
control panel
(back)
1-axis-
air suspension
Control centre
Centre console
Trailer
module
Instrument
cluster
Safety and
information
module
Vehicle
centre
Human
-machine
interface
Park distance
Control
Digital Diesel
/ Motor
Electronics 1
Adaptive
Cruise
Control
Switch centre
Steering column
A column left
B column left
A column
right
B column left
Door front
left
Driver’s seat
Audio system
Controller
Door front
right
Back seat
Active roll
stabilisation
Dynamic
stability
control
Electronic
gearbox
control
Passenger seat
Seat module
Driver
Seat module
Passenger
Aerial tuner
Multimedia
Changer
Audio CD
Changer
Video module
Control centre
Centre console
Rear
Adaptive Light
Control
Electronic
Damper
control
Electromech.
Parking
brake
Rate
sensor
(no switchgear)
Seat module
Passenger
behind
Power module
Digital Diesel
/ Motor
Electronics 2
Tilt and slide
roof
Chassis
Integration
Modules
Amplifier
Navigation
system
Telephone
interface
Speech
recognition
system
Headphone
interface
Tailgate
lift
Seat module
Behind driver
Auxiliary
heating /
Booster heating
Controller
Windscreen
wiper module
Diagnosis
Access
Central
Gateway
Module
Car Access
System
Door module
Passenger
Door module
Driver’s door
Door module
Driver’s side
behind
Door module
Passenger’s side
behind
Bodywork
Multimedia
Drive system
Passive security
Periphery
Diagnosis

7. Today, the share of software is already higher than that of mechanics
Source: ITQ GmbH (2014) Kompetenz in Mechatronik. München https://www.itq.de/files/itq_unternehmensbrosch_r e_online.pdf
1970 1980
Functions
Software
Electronics
Mechanics
1990 2000 2010 2020
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

8. AUTOSAR (AUTomotive Open System ARchitecture)
Electrical/Electronic architecture concept towards software-defined hardware
Source: AUTOSAR
Application Layer
Runtime Environment
Onboard Device
Abstraction
Memory
Hardware
Abstraction
Communication
Hardware
Abstraction
I/O Hardware
Abstraction
Complex
Drivers
Microcontroller
Drivers
Memory
Drivers
I/O
Drivers
Communication
Drivers
System Services Memory Services Communication
Services
Microcontroller
SW
Components
Middle Ware
Basic
Software
ECU
Resources
Over the past 20 years, there have been a number of efforts to standardize operational
systems, bus systems, basic software and functional interfaces for the architecture of
embedded systems.
Aim to decouple the
software in the embedded
systems from the
underlying hardware!
Similarly to AUTOSAR, the
JasPar is a consortium run
primarily by Japanese
companies, which also has
other focuses

9. Short summary…
Growing importance of Information Technology in Automotive
1886
Benz Patent Motor Car
2016
New Mercedes-Benz E-Class
Product 0% IT
Research &
Development
Calculation support
Production 0%
Marketing & Sales 0%
Aftersales 0%
Administration Calculation support
Connected Product >60% (Software)
Research &
Development
>70% (Computer-Aided
Engineering)
Production >60% (Computer-Aided
Manufacturing)
Marketing & Sales >40% (Internet)
Aftersales >30% (Diagnostics)
Administration >70% (HR, Finance,
Procurement)
…
Photos: Daimler AG
DigitalTransformation
oftheproductandsupporting
processes
VehicleArchitecture
EnterpriseArchitecture

10. Agenda
Ø Software-defined vehicles surrounded by historical structures
Ø The mobility revolution shifts the vehicle to a software-defined service
Ø Critical business competencies in a globally transforming digital age
Ø Fundamental challenges to master data-defined vehicles
Ø Outlook of a data-driven architecture for mobility as a service

11. How has the car changed in a full development cycle since 2007?
Too many improvements to summarize all…
Is now really software or still hardware
driving the new vehicle design? Source: ITQ GmbH (2014) Kompetenz in Mechatronik. München https://www.itq.de/files/itq_unternehmensbrosch_r e_online.pdf
1970 1980
Functions
Software
Electronics
Mechanics
1990 2000 2010 2020
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

12. How has the mobile, mobility and IoT changed since 2007?
The smartphone is a software-defined key to mobility!
iPhone (1st generation)
first released June 29, 2007
iPhone 6
first released Sept 19, 2014
Creating new products and business models
Driving engagement and customer experience
Accelerating advances in technology…
are transforming every part of business
Advanced analytics
Product lifecycle
Cloud
Pervasive
connectivity
Embedded sensors
New hardware landscape defined completely by software!
The automotive industry is still not there.

13. …because the nature of the consumer is changing
Generation 2010 2020 Grown up Defines Invent
Traditionalist
(born <1946)
Silent Generation
4% 1% Books Fax
Baby Boomers
(1946-1964)
Growth Economies Generation
38% 22% TV PC
Generation-X
(1965-1976)
Tales for an Accelerated Culture
21% 20% PC Mobile Phone
Millennials
(1977-1997)
Digital Natives (Gen-Y)
37% 50% PC & Internet Google &
Facebook
Gen-2020
(born > 1997)
Hyper connected
0% 7% Mobile Media iPhone Apps
Closed Innovation
Innovation Network with
the whole Business Eco System
Open Innovation with
Business Partners
Hardware-defined Innovation
Traditionalist
Baby Boomers
Generation-X
Millennials
Gen-2020
Software-defined Innovation

14. A new value network is evolving that is defined by software and data
Consumer
OEM
The History
Historically the Dealer-to-Consumer
relationship, supported by the
Business-to-Dealer relationship
have been the key relationships in
the automotive industry.
The Opportunity
1.Digital technologies will enable
OEMs to establish a much closer
customer relationship.
2.In addition the “ConnectedCar”
opens up new “Vehicle to Consumer”
(V2C) and “Vehicle to Business”
(B2V) relationships.
DealerVehicle
B2D
D2CV2C
V2D
B2V
B2C
Tier 1
B2B
B2B2C
Make and sell g Sell and make
Product-centricity g Customer-centricity
Output g Performances
Transaction g Relationship
Value delivery g Value co-creation
Competition g Co-supply
Value chain g Value network
Miraglia and Davies 2009

15. Example Tier 1 Supplier is changing their position in the value chain
Source: Bosch

17. Short summary...
Short term aim is to enable services in the vehicle as a device
Long term aim is to enable the vehicle as a personalized service space
The internet is an institution
of the connected vehicle
Vehicle is an integral part of the
customer’s personal network
Different
business competences
Different
business models
Hardware-drivenAUTOmobile Software-driven autoMOBILE

18. Agenda
Ø Software-defined vehicles surrounded by historical structures
Ø The mobility revolution shifts the vehicle to a software-defined service
Ø Critical business competencies in a globally transforming autoMOBILE
Ø Fundamental challenges to master data-defined vehicles
Ø Outlook of a data-driven architecture for mobility as a service

19. Five Key Challenges
Incompatible
Standards3Fundamental Shifts in
Business Models2Unprecedented
Data Volumes1
New Privacy
Landscape5Entirely New Security
Threats4
• Sensors generating new kinds of
data, as well as volumes 1000’s of
times higher than not connected
vehicles.
• Big data and machine learning
required to complementtraditional
reporting and analytics.
• One-time purchases being
transformed into ‘pay as you grow’
long termrevenue streams.
• Traditionalmanufacturing and place-
based businesses mustbecome
digital-centric organizations.
• Proliferation in competingplatforms
and incompatible standards raises
costs and complexity, security risks,
and time-to-market for data-driven
innovators.
• Collectingphysical world data on
people and objects.
• Market is slowgrasping
implications - stiffer regulations
are likely.
• Unknown devices connecting
vehicles.
• Automobiles and connected plants
are under growing attack.

20. New and emerging technologies will combine to transform industries
Industries will converge
Ecosystems will emerge
Value chains will fragment Margin
Consumer
experience
Marketing
and sales
Outbound
logistics
Design and
operations
Inbound
logistics
Consumer
experience
Marketing
and sales
Outbound
logistics
Inbound
logistics
Outbound
logistics
Operations
Specialist
Inbound
logistics
Outbound
logistics
Inbound
logistics
Healthcare
Distribution
Electronics
Retail Outbound
logistics
OperationsInbound
logistics
Marketing
and sales
Operations M
Operations
MConsumer
experience
Marketing
and sales
Marketing
and sales
M
M
Consumer
experience
Consumer
experience
Source: IBM Institute for Business Value – Digital Reinvention

21. The value chain is changing
Development Production Sales
After-sales
support
Digitalization of the industry:
A move from the AUTOmobile to the autoMOBILE
Core processes of the classic business model in the automotive industry
Procurement
& production
Sales and
digital access
Digital
product
integration
Value-added
services
Core processes of the business model in the mobility industry
AUTOmobile in order to emphasize ‘Auto’ – the German word for car
autoMOBILE to emphasize the mobility of travelling from one place to another

22. Today, 89 business competencies in the automotive industry
Corporate
leadership
Research &
development
Procurement &
inbound logistics
Production
Marketing &
communication
Sales &
outbound logistics
Financial service
After-sales
support
Human resources Quality Finance & controlling Infrastructure
Corporate
support service
Leadership
domain
Core business
domains
Administration
domains
Support
domains
Planning & management
system
Internal control
system
Reporting &
indicators
Accounting, financial
statement
Treasury
Financial market
communication
Goals, values,
principles
Corporate
strategy
Business & process
structure
Integrity & law
Risks & finance
Safety & security
Corporate
documentation
Environment
HR management
& process
Human resource
policy
HR planning &
organisation
Operation control
Evaluation
Entry & exit
Operation &
development
Administration &
remuneration
Understanding of
quality
Quality planning
Quality
improvement
Quality
evaluation
Performance
evaluation
Quality assurance
Problem and error
processing
Quality
documentation
Planning, requirement,
change
Research & pre-liminary
develop.
Standard, method,
process
Testing &
validation
Concept, design,
construction space
Development &
engineering
Product data &
documentation
Procurement
strategy
Logistics planning &
management
Supplier
relationship
Supplier
evaluation
Purchase awarding
& contract
Production
supply
Procurement
optimisation
Production planning &
management
Equipment
planning
Production
assurance
Series preparation
Manufacturing
Assembly &
intralogistics
Corporate
communication
Corporate & brand
identity
Marketing
concept
Execute
Control
Direct
Market analysis &
success evaluation
Marketing
measures
Editing &
Proofreading
Media archive
Production process &
simulation
Sales strategy
& client
Sales, demand,
stock
Distribution system
Sales performance
Qualification, quote,
contract
Order &
distribution
Acceptance &
documentation
Distribution
optimisation
Financial service
strategy
Guideline, process, risk
Evaluation &
sustainability
Performance
measurement
Financial services
contract
Bank & credit
Insurance
Customer voice
Connected vehicle
Customer & vehicle data
Product monitoring
Warranty &
goodwill
Standard, equip-ment,
information
Location planning
Facility &
site safety
Equipment &
supply
IT operations
Knowledge & ideas
Law & regulations
IT development &
documentation
Assistance
IT planning
Project, portfolio,
process

23. Business competencies of the changing business architecture for the
autoMOBILE value chain
Primary focus on building up digital and mobility competencies
Corporate
leadership
Procurement &
inbound logistics
Phy. production &
outbound logistics
Marketing &
communication
Sales &
digital access
Financial service
Digital product intgr. &
value added servic
Human resources Quality Finance & Controlling
Corporate
support service
Infrastructure
Leadership
domain
Core business
domains
Administration
domains
Support
domains
Planning & management
system
Internal control
system
Reporting &
indicators
Accounting, financial
statement
Treasury
Financial market
communication
Goals, values,
principles
Corporate
strategy
Business & process
structure
Integrity & law
Risks & finance
Safety & security
Corporate
documentation
Environment
HR management
& process
Human resource
policy
HR planning &
organisation
Operation control
Evaluation
Entry & exit
Operation &
development
Administration &
remuneration
Understanding of
quality
Quality planning
Quality
improvement
Quality
evaluation
Performance
evaluation
Quality
assurance
Problem and error
processing
Quality
documentation
Planning, requirement,
change
Procurement
strategy
Logistics planning &
management
Supplier
relationship
Supplier
evaluation
Purchase awarding
& contract
Production
supply
Procurement
optimisation
Production planning &
management
Equipment
planning
Production
assurance
Engineering, series
preparation
Manufacturing
Assembly &
intralogistics
Corporate
communication
Corporate & brand
identity
Marketing
concept
Execute
Control
Direct
Market analysis &
success evaluation
Marketing
measures
Editing &
proofreading
Media archive
Production process &
simulation
Sales strategy
& client
Sales, demand,
stock
Distribution system
Sales performance
Qualification, quote,
contract
Order & personalisation
Acceptance &
documentation
Distribution
optimisation
Financial service
strategy
Guideline, process, risk
Evaluation &
sustainability
Performance
measurement
Financial services
contract
Bank, credit, payment
portal
Insurance
Customer voice &
contact
Network
Ecosystem
Customer & vehicle data
Product monitoring
Warranty &
goodwill
Standard, equip-ment,
information
Location planning
Facility &
site safety
Equipment &
supply
IT operation
Knowledge & ideas
Law & regulations
IT development &
documentation
Assistance
IT planning
Project, portfolio,
process
Vehicle fleet & mobility
service
Technology &
development
Research & pre-liminary
develop.
Standard, method,
process
Testing &
validation
Concept, design,
construction space
Development
Product data &
documentation

24. …further details
The Mobility Revolution in the Automotive Industry: How not to miss the digital turnpike!
The Internet of Things, Cloud Computing, Connected Vehicles, Big Data, Analytics – what does this have to do with the automotive industry? This book provides
information about the future of mobility trends resulting from digitization, connectedness, personalization and data insights. The automotive industry is on the verge of
undergoing a fundamental transformation. Large, traditional companies in particular will have to adapt, develop new business models and implement flexibility with the
aid of appropriate enterprise architectures. Transforming critical business competencies is the key concept. The vehicle of the digital future is already here –who will
shape it?
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http://www.amazon.com/dp/3662477874
http://www.amazon.com/dp/3662447827
http://www.springer.com/us/book/9783662477878
http://www.springer.com/de/book/9783662447826

25. Agenda
Ø Software-defined vehicles surrounded by historical structures
Ø The mobility revolution shifts the vehicle to a software-defined service
Ø Critical business competencies in a globally transforming autoMOBILE
Ø Fundamental challenges to master data-defined vehicles
Ø Outlook of a data-driven architecture for mobility as a service

26. Potential Mercedes services defined 2009 – Common is data
Source: IBM Academy of Technology and Daimler AG
•GPSauge (Apple)
•FloatingCarData
•Route-Optimization
•“Genius” Navigation
Consumer- Business-Platforms
Auto Mobility
Platform
defined by
data
Smart-(Home & Business)
Workplace
•Mail, Message
•Business-Office Connect
•Video-Conference
•Private Storage
•Music, Photos
• Face-Book
• Twitter
• Apple
(Trapster)
• Skype
• ….
• Internet Search
• Maps
• Entertainment (Music, Books,
Videos)
• Video-Conference
• Lexica, Travel-Guide
Social Networks
Automotive Services
Navigation Services
•Down-Stream data
•Upstream data
•Device-Integration
•Secure connect
Apple
• CarBook
(FaceBook)
• Driver-Services
• Owner-Services
• eHandBook
• Diagnose-Service
• Taxi/Bus-Services
• Fleet-Services
Open Development Architecture
• Apple, Google,
Microsoft
• Mobile Device Support
• Open Auto Architecture
• Test & Dev Environment
Communication
• Stable Internet-Connect
• Car2Car Network
• Voice2Text
• Mobile Devices (iPhone)
• WiFi Home Connect
Commercial
• Accounting Service
• Billing on Demand
• Advertising
• Marketing (Genius)
Mercedes Vehicle Connect

27. Technologies & data trends which were NOT discussed in 2009
Source: IBM Institute of Business Value
Provides an understanding of the interest,
attitudes and expectations consumers will
have for future mobility solutions

28. June 9th, 2016 – Daimler Chief Executive Dieter Zetsche and
Uber Chief Executive Travis Kalanick were interviewed together
Photo: dpa
The challenge: How is Uber organized? How is Daimler organized?
Where is the Chief Digital Officer aligning the product integration to a data-defined vehicle?
Now roughly equal in value (stock market capitalization):
German luxury car maker Daimler $70B
Silicon Valley ride-sharing firm Uber $62.5B
Daimler AG (Karl Benz) invented the first automobile
Uber disrupted taxi business through new mobility services
Uber founded 2009
Daimler predecessor Daimler-Benz founded 1926
(1883-1926 Benz & Company, 1890-1926 Daimler Motoren Gesellschaft AG)

29. Relevance of digital experiences is continuously increasing
Source: BMW
The challenge:
Where is the Chief Digital Officer aligning the product integration to a data-defined vehicle?

30. Short summary…
The Chief Digital Officer aligns the digital product integration
to a data-defined vehicle
The Chief Data Officer playbook
Creating a game plan to sharpen your digital edge IBM Institute for Business Value
IBM Institute for Business Value, “The New Hero of Big Data and Analytics, The Chief Data Officer”, June 2014

31. Agenda
Ø Software-defined vehicles surrounded by historical structures
Ø The mobility revolution shifts the vehicle to a software-defined service
Ø Critical business competencies in a globally transforming autoMOBILE
Ø Fundamental challenges to master data-defined vehicles
Ø Outlook of a data-driven architecture for mobility as a service

32. Computers and the brain are different and complementary
10 Hz, parallel, high fan-out
10 mW/cm2
Integrates memory,
computation, communication
~5 GHz, sequential, linear
100 W/cm2
Separates memory,
computation, communication

33. Eras of computing
System
Intelligence
1900 1950 2011
Tabulating
Programmable
Cognitive
Punch cards
Time card readers
Discovery
Probabilistic
Big Data
Natural language
Intelligent options
Search
Deterministic
Enterprise data
Machine language
Simple outputs
© 2015 International Business Machines Corporation

34. The digitalization is changing the product architecture in 3 different
data areas to make it more intelligent
Drive architecture
Ecosystem
Photos: BMW, Daimler
Life architecture
iPhone
iCloud
Source: IBM Academy of Technology and Daimler AG
•GPSauge (Apple)
•FloatingCarData
•Route-Optimization
•“Genius” Navigation
Consumer- Business-Platforms
Auto Mobility
Platform
defined by
data
Smart-(Home & Business)
Workplace
•Mail, Message
•Business-Office Connect
•Video-Conference
•Private Storage
•Music, Photos
• Face-Book
• Twitter
• Apple
(Trapster)
• Skype
• ….
• Internet Search
• Maps
• Entertainment (Music, Books,
Videos)
• Video-Conference
• Lexica, Travel-Guide
Social Networks
Automotive Services
Navigation Services
•Down-Stream data
•Upstream data
•Device-Integration
•Secure connect
Apple
• CarBook
(FaceBook)
• Driver-Services
• Owner-Services
• eHandBook
• Diagnose-Service
• Taxi/Bus-Services
• Fleet-Services
Open Development Architecture
• Apple, Google,
Microsoft
• Mobile Device Support
• Open Auto Architecture
• Test & Dev Environment
Communication
• Stable Internet-Connect
• Car2Car Network
• Voice2Text
• Mobile Devices (iPhone)
• WiFi Home Connect
Commercial
• Accounting Service
• Billing on Demand
• Advertising
• Marketing (Genius)
Mercedes Vehicle Connect
Apps

35. Data-defined Vehicle: Risks regarding endangering reputation / brand value
Google Executive Chairman Eric Schmidt said:
“Google’s policy is to get right up to the creepy line but not to cross it”
Photos: BMW
PRODUCT INSIGHTS
CONSUMER DATA INSIGHTS
Traditional brand values: comfort, safety, longevity, reliability, …
Source: BMW – Redefining Premium Brand Identity
Photos: Google
Vehicle
data
Customer
data
Drivers
Vehicle as a personalized space
Patent 8.630.897
Transportation-aware
physical advertising
conversations
Why do I need to own a car?
Why do I need parking?
Why do I need a separate vehicle insurance?
Getting from A to B might be
free of charge
Can I change the individualization
of the car per ride?
Driving as a service
Safety is critical
Driving remains with the car
Engineering challenge
Advanced Driver Assistance Systems
Durable & reliable
engines

36. How will a data-defined vehicle be produced?
“Road Ready 3D-Printed Car”
Photo: Local Motors

37. OEM need to create the data-defined vehicle themselves or together
with new types of partners
Aggregated Data
Shared Data Management Platform
Vehicle Insights Driver Insights Environment Insights Infrastructure Insights
Shared Analytic and Functional Services
Offering 1 Offering 2 Offering 3 Offering 4 Offering 6 Offering 7
OEMs Ecosystem Government
Offering 5
Annonymized & Opt-In Data
Connected Vehicle Data
OEM 1
Annonymized & Opt-In Data Annonymized & Opt-In Data
Connected Vehicle Data
OEM 2
Connected Vehicle Data
OEM 3
Offering 1 Offering 2
OEM
Dedicated Data
Management Platform
Connected Vehicle Data
OEM
Dedicated Analytic and
Functional Services
Customer Experience
(Convenience, seamless
interaction, usability, emotions)
Mobility Services
(Car sharing, parking, taxi, ride
sharing, public transport, etc.)
Connected Vehicle
(Location, connectivity, information,
personalization)
Ecosystem
(Notifications, road enforcement,
variable speed limits, toll, etc.)

38. Short summary…
Guiding principles of a data-driven architecture to provide
mobility as a service in a cognitive era
AUTOmobile autoMOBILE
business rely on selling an integrated product business designed for relationship to consumer
designed by market designed to be globally available
build as an integrated system continuously integrate services
one product lifecycle three separate lifecycles
defined by the mechanical engine
defined by the personal space to overcome spatial
distances
capture data for engineers to improve product data designed to serve consumers
real vehicle bill of material virtual vehicle bill of material
components and systems programming machines are learning

39. Dr. Sebastian Wedeniwski
IBM Distinguished Engineer
CTO Global Industrial Sector
wedeniwski@de.ibm.com