Exploring the Connected Car

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  • Exploring the Connected CarEmerging technologies and industry ecosystems are enabling automotive makers to deliver an immersive information experience that transcends the boundaries of traditional vehicular transport.

    Executive SummaryOver the last few years, automotive electronics and wireless technologies have grown by leaps and bounds.1 Advancement in these technologies, combined with device convergence and changing lifestyle demands, are enabling the automobile to extend the driving experience beyond traditional vehicle transport.

    In summary, the car is becoming an extension of consumer individuality, as many drivers expect to:

    Have the same experience and connectivity when on the move as in their personal and pro-fessional lives.

    Gain green solutions that preserve the environ-ment in socially responsible ways.

    Achieve benefits through networked industries (e.g., telematics for insurance).

    To fulfill such demands, an increasing number of solutions are providing vehicle-to-infrastructure communication (V2I) and vehicle-to-vehicle com-munication (V2V), which are services that allow automobiles to continuously exchange informa-tion with the environment through which they pass. The cars connection to the surrounding world is a game changer that is growing beyond traditional in-vehicle infotainment.

    Moreover, this trend presents a huge opportu-nity for an emerging ecosystem of companies

    from automakers and OEMs, through banking and financial services and insurance providers and retailers to generate new streams of linear and nonlinear revenue, all the while providing a unique experience to customers.

    This game-changing concept is called the connected car. It can be aptly defined as a vehicle using mechatronics, telematics and artificial intelligence technologies to interact with the environment to provide greater safety, comfort, entertainment and, importantly, a connected-life experience. The car, in essence, becomes an information hub on the connection information highway (i.e., the mobile Internet), with built-in intelligence to conform to user needs and circumstances.

    Examples of connected-car functionality include:

    When the phone rings, the music goes silent so the driver is able to communicate effectively.

    When approaching a traffic hazard, the navigation system provides a warning on what lies ahead.

    When the car transmits data for remote monitor-ing of performance or maintenance needs, the mechanic or dealer can call the vehicle in before the driver even notices there is a problem.

    When the car sends real-time data about a crash, along with the location, emergency teams can assist without an alert from the passengers.

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    The connected car promises improved quality of life to consumers and society at large, thus opening a wide area of business opportunity for various stakeholders, such as vehicle users, auto OEMs and service providers (see Figure 1).

    The Connected Car: From Concept to Reality Until recently, the connected car existed only at a conceptual level, or it was enabled through feature pilot implementations. Today, however, key trends and growth enablers (depicted in Figure 2) are pushing industry players to define roadmaps for implementing the connected car. OEMs such as Audi (A6), BMW (328i), Toyota

    (Tacoma), Ford (Fiesta) and Lexus (GS 450h) have even launched models with variants of connected car features to be available in the next year.

    These trends are fueled by explosive growth in the smartphone market and wireless-enabled devices (see Figure 3). In addition to these devel-opments, mobile apps and cloud solutions are taking telematics applications to the next level. (For more on this topic, see our recent report, The New Auto Insurance Ecosystem: Telematics, Mobility and the Connected Car).

    Other factors influencing the growth of connected cars include changes in regulations for city and road tolling, new young-driver monitoring

    Source: Cisco Internet Business Systems Group, Automotive, Research & Economics Practices, 2011Figure 1

    Figure 2

    Benefit per Vehicle per Year

    Growth Drivers for the Connected Car





    Vehicle users Societal impact

    Auto OEMs Service providers

    Fewer accidents, improved safety Lower traffic/road/toll operations cost

    CO2 reduction

    Lower traffic, fuel, repair, insurance costs Less congestion More personal/professional productivity

    Reduced service, warranty costs New profit streams

    Traffic guidance, navigation, emergency services Location-based services, PAYD, PHYD V2V, V2I

    PAYD: Pay As You Drive

    PHYD: Pay How You Drive (a more behavioral-based program than PAYD)



    Protects passengers, economic driving, reduced traffic rule violation. Penetration of safety and security solutions in new vehicles will rise from 10.2% in 2012 to 49% in 2017. (Source: ABI Research)

    Greater emphasis on productivity, practicality and fun. Need for social connection.

    Growth in Internet and smartphone users. Enables traffic optimization, shared rides, connected life applications. Upsurge in apps, cloud application hosting.

    By 2016, 25% of cars will have remote monitoring control systems. (Source: iSuppli) Use of smartphones while driving. Mobile, speech integration. Integrate with automotive human-machine interfaces. Use downloadable third-party apps.

    Customers increasingly willing to trade personal information for free content. Customers expecting seamless on-the-go experience.

    Provides access to consumer when not driving.

    Increasing emphasis on personalization and customization. Personalized content, information, media feeds. Car adapts to driver.

    Pervasive Access

    Personalized Experience

    Younger Generation Devices and Integration


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    programs, laws restricting the use of handheld mobile devices while driving, and flat rate data packages for mobile networks.

    OEMs and Tier 1 suppliers are responding by developing the basic building blocks and initial applications enabled by these technologies, which are focused on navigation, safety and remote operation. Building blocks include Internet con-nectivity within the car, secure connectivity, inte-gration with mobile, integration with back-end business systems and personal data through the cloud. Current applications include remote

    diagnostic, maintenance, information about driver habits, video on-demand, audio storage, emergency reporting for accident handling, traffic management and sophisticated navigation and trip planning systems. Potential applications also extend far beyond these current capabilities (see Figure 4).

    Whats Hot, Whats NotDrivers, as well as government, academic and business stakeholders, will ultimately determine which connected-car capabilities will succeed in the marketplace and how quickly these trends will become commonplace. The following are some examples of connected-car capabilities catching on among businesses, consumers and other orga-nizations:

    Diverse devices plugged into a vehicles onboard diagnostics (OBD) port transmit driving patterns and vehicle data directly to back offices. Insurance carriers can build on this driving data and offer new usage-based insurance (UBI) products, such as pay-as-you-drive or pay-how-you-drive.

    Innovative urban mobility programs such as Intelligent Transport System programs in Europe and the U.S. are yielding results.2

    Source: HS iSuppli August 2011Figure 3

    Smartphone Growth Forecast

    2009 2010 2011 2012

    Smartphone shipments

    Percentage of total cellphone shipments

    2013 2014 2015100















    Figure 4

    Application Canvas

    Navigation Entertainment Remote Applications Electric Vehicle Safety

    Get directions, maps in real time.

    Mobile Internet: Points of interest, broader info on the move.

    Congestion/accident alerts/re-routing advice, weather/road condition alerts.

    Preferred routes within city /parking guidance.

    Journey planner.

    Access/play music, videos/movies/TV, games.

    Internet radio.

    Social networking, chat.

    Trip information, schedules.

    Seat adjustments.


    Internet services.

    Remote door lock/unlock.

    Remote appliance management.

    Car tracking.

    Theft alerts.


    Nearest charging station with tariff information.

    Scheduling a charging slot.

    Home charging.

    Estimate driving range, battery charge status.

    Carbon footprint.

    Speed, distance advice.

    Lateral collision warning, cooperative lane change, merging assistance.

    Traffic sign violation warnings.

    Car breakdown warning.

    Automatic call for assistance in the event of a crash (i.e., eCall), breakdown rescue.

    Integrated car safety.

    Vehicle Management Fleet Management OEM Dealer, Service Center Industries

    Maintenance notification alerts to individuals, garages.

    Remote diagnostics.

    bCall (breakdown call).

    Driver performance analysis.

    Tracking and tracing, delivery notifications.

    Optimal routing and journey management.

    Performance analysis.

    Trip records.

    Virtual trainer.

    Alerts and reports.

    Fuel/energy management.

    Resting time violation.

    Spare parts, logistics management.

    Field analysis and issue identification.

    Vehicle lifecycle management.

    Brand improvement.

    Integration with business systems.

    Customer profiling.

    Warranty, logistics, inventory.

    Service appointment, check-in.

    Mobile workforce.

    Promotions/product demos.

    Product info/guidelines.

    Lifestyle profiling.

    Insurance (pay per use). Retail: Online shopping,


    Advance toll applications.

    Intelligent transport systems.


    Banking transactions.

  • Quick Take

    The connected car promises tremendous benefits for various constituencies. Here are a few:

    Mobile Network Operators

    New business models, such as bundled sub-scription services, incremental services, targeted sales, etc.

    Additional revenue by redefining customer interaction.

    Add-on services beyond communication and entertainment.

    Regulatory-driven solutions.Customers

    Monetary savings. Enhanced productivity. Improved safety. On-the-go experience. Green solutions. More fun, socialization and entertainment. Value-added services: pay-per-use insurance,

    driveability-based warranty, points of interest.

    OEMs & Tier-1s

    New business models, such as upfront revenue, pay-per-use, etc.

    Real-time traceability. Better remote management, field services and

    inventory control.

    Improved safety for vehicles. Improved customer understanding through

    lifestyle profiling.

    Brand improvement through unique user experience.

    Service Providers

    New revenue streams through consulting, plat-form-based services, system integration, etc.

    System integration using social, mobile, analytics and cloud (SMAC).

    Back-office integration. Customer data management. Embedded services. Pan-industry convergent solutions.

    Around the Bend

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    The automotive industry is embracing mobility and cloud technologies to create seamless on-the-go experiences, such as advanced navigation, video streaming from a home playlist, social connect, etc.

    Industry-level consortia (e.g., Car Connec-tivity Consortium, GENIVI, National VII Coalition, CVIS, etc.) and research univer-sities (e.g., Stanford, Imperial College, etc.) are defining standards, open platforms and common methodologies, as well as providing core research on several driving elements, such as autonomous driving (e.g., Google Car), automotive mobile apps, electric vehicles, advanced telematics, etc.

    Cross-industry applications are enabling electronic toll, traffic safety and electric vehicle charging.

    Meanwhile, the industry also faces the following connected-car issues and challenges:

    Consumers are reluctant to pay additional costs3 associated with embedded connectivity and view their smartphones as the solution to many of their in-car connectivity needs.

    No business model has yet resulted in customer acceptance, sustainability or willing-ness to pay.

    A lack of security in OBD ports and intra-vehicle networks is posing severe challenges to V2V and V2I programs.

    A plethora of technologies, including wider proliferation of interoperability and open platforms, is missing.

    Looking Down the RoadThere will be more than $20 billion in market opportunity by 20254 through connectiv-ity solutions and embedded telematics. The connected car has struggled to take off, but the inflection point is just around the corner. It wont be long before the car becomes an integral part of the Internet community.

    Already, emergency, tracking and remote operation services are in place and may soon be superseded by V2V and V2I technologies that will help millions of cars inter-communicate on traffic, safety issues and real-time information. This development will render transportation safer, as

  • cognizant 20-20 insights 5

    well as more entertaining, efficient and environ-mental. Pan-industry applications, such as pay-by-insurance and advance tolling, will pave the way for further networked industry applications.

    In our view, the connected car business will thrive on the aforementioned enablers if automotive majors, wireless carriers and engineering IT service providers form effective partnerships to build open platforms using technologies such as LTE broadband, HTML5, virtual network computing and cloud computing.

    Going forward, players across the ecosystem should be mindful of the following:

    A growing number of telematics mandates are being introduced by governments for services

    such as the European Unions eCall initiative or stolen vehicle tracking.

    Integration of advanced driver assist systems with V2V and V2I communication holds the promise of reducing crashes.

    The separation of services between smart-phones and onboard communication devices will also reduce complexity with respect to con-nectivity provisioning.

    Future connected car services may require the combination of two or more wireless data com-munication technologies.

    The development of sophisticated and integrated human machine interfaces to avoid driver distractions will become more viable as more cooperative systems become available.

    Footnotes1 By 2014, 43% of new cars will support embedded telematics, according to ABI Research. According to

    Juniper Research, more than 92 million vehicles with Internet connectivity will be on the road by 2016.

    2 A major milestone in ITS-related standardization has been achieved through the publication by ETSI of the European Standard for ITS Communications Architecture.

    3 According to an Alcatel-Lucent Europe Survey in 2009, European consumers would pay a stand-alone monthly fee of 27 for LTE-connected car service, while consumers in France are willing to pay 30 per month.

    4 2025 Every Car Connected: Forecasting the Growth and Opportunity, GSMA, February 2012.


    Andreas Mai and Dirk Schlesinger, Connected Vehicles: Service Providers at a Crossroads, Cisco Internet Business Solutions Group, April 2011.

    Andreas Mai and Dirk Schlesinger, Connected Vehicles: From Building Cars to Selling Personal Travel Time Well-Spent, Cisco Internet Business Solutions Group, April 2011.

    More Than 50 Billion Connected Devices, Ericsson, February 2011. Connecting Cars: The Technology Roadmap, GSMA, February 2012. Connected Cars: Business Model Innovation, GSMA, May 2012. New Services Enabled by the Connected Car, SMART, European Union, 2010.

  • About CognizantCognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process out-sourcing services, dedicated to helping the worlds leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately 150,400 employees as of September 30, 2012, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.

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    Copyright 2012, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.

    About the AuthorsVivek Diwanji is a Principal Architect with Cognizants Engineering and Manufacturing Solutions Business Unit. He has 15-plus years of experience in applied research and innovative solutions and has worked in various domains, such as medical devices, automotive, process control and defense. Vivek is author of several technical publications, and his research interests include intelligent systems, AI applications, advanced controls and optimization. He has a masters in electrical engineering from Tennessee Tech. Vivek can be reached at Vivek.Diwanji@cognizant.com.

    Nilesh Karmarkar is a Principal Architect with Cognizants Engineering and Manufacturing Solutions Business Unit. He has 15-plus years of experience developing and architecting solutions and products in plant automation and automotive domains. Nilesh has worked in areas of real-time control and monitoring applications, automated test systems, simulation frameworks, redundant system designs and supervisory control and data acquisition application development. He has a masters in electrical engineering from VJTI in Mumbai, India. Nilesh can be reached at Nilesh.Karmarkar@cognizant.com.