Optimised road safety through ecall

Transcription

1 Optimised road safety through ecall a multidimensional business case for NextGenITS Wouter Degadt, IBBT-SMIT Free University of Brussels Wednesday 4 th February 2009 ETSI, Sophia Antipolis Studies on Media, Information & Telecommunication

2 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 2

3 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 3

4 NextGenITS project situation Flemish IBBT project Project partners: 50/50 Main focus and scope Convergence of 6 sub packages Traffic information ecall Intelligent Speed Adaption (ISA) Road charging (tolling) Cooperative systems (V2V & V2I) Multi-application platforms WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 4

5 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 5

6 What is ecall? Establish a link between a vehicle and the relevant emergency point (PSAP Public Service Answering Point) Automated and/or manual trigger of an emergency call Initial data connection (MSD), after verification extended with the optional full data (FSD) and voice link Verification: Private service providers can offer: PSAP filtering to limit false alarms Additional services (bcall: breakdown call) WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 6

7 How it works Voice and data take different routes to same PSAP UK, Volvo On Call, PSA Appeared slower and less reliable Voice and data over same channel across different carriers GM On Star SIM or non SIM? WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 7

8 How it works WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 8

9 ecall status in Belgium Intention of Member States and other stakeholders to commit to the requirements of an upgraded ecall system Not signed by Belgium Demonstrate opportunities for government and possible private benefits Late 90s: EU ecall project with telematics unit E112 initiative: pan-european emergency number WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 9

10 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 10

11 ecall Ecosystem and stakeholder analysis WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 11

12 ecall Ecosystem and stakeholder analysis Car manufacturer WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 12

13 ecall Ecosystem and stakeholder analysis Car manufacturer Car owner WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 13

14 ecall Ecosystem and stakeholder analysis Car manufacturer Mobile Network Operator MNO Car owner WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 14

15 ecall Ecosystem and stakeholder analysis PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 15

16 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 16

17 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit System integrator PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 17

18 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit System integrator PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner PSAP 2 Initiate emergency help WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 18

19 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit System integrator PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner PSAP 2 Initiate emergency help WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 19

20 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit System integrator PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner PSAP 2 Initiate emergency help WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 20

21 ecall Ecosystem and stakeholder analysis Service provider receive, manage and transmit System integrator PSAP 1 Call filtering, road assistance Car manufacturer Mobile Network Operator MNO Car owner PSAP 2 Initiate emergency help WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 21

22 Stakeholder viewpoints Public: mandatory European regulation considering the whishes of the Belgian authorities, B2G Private: optional, B2C, private business perspective User: smartphone, user liberty Hybrid models: the Belgian case Allocation of responsibility Allocation of costs Allocation of value added service Perception of value added service WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 22

23 ecall hybrid business modeling scenarios The combination of 4 viewpoints and their consequences for the Belgian case results in this matrix: WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 23

24 Scenario 1: Full User Liberty WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 24

25 Scenario 1: Full User Liberty User is free in his choice of road assistance and OEM User is connected to PSAP through his own MNO User is responsible for all services and the costs involved Value added service: complete liberty in his choice of additional services (service packages) and control over the costs B2C opportunities, customer ownership involves competition on both the service provider level and the MNO level WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 25

26 Scenario 2: Network Responsibility WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 26

27 Scenario 2: Network-free The car manufacturer sells a car with an embedded ecall system, leaving the choice of MNO to the User User chooses a MNO who has responsibility of data and voice connection The (roaming) costs are allocated to the user B2B agreements between car manufacturer, PSAP1 and service provider Perception of VAS is allocated to the car manufacturer WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 27

28 Scenario 3: Filter Competition WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 28

29 Scenario 3: Filter Competition User is free in the choice of a filtering instance (annex service provider) but this service is delivered with a fixed MNO MNO has no customer ownership, only sells SIM-cards and subscription B2B Costs are mainly born by the filtering instance and charged to the customer The VAS is located by and attributed to the filter (road assistance) company WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 29

30 Scenario 4: Full Service WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 30

31 Scenario 4: Full Service Customer buys a car with an integrated ecall system, SIM-card and a service subscription Responsibility of the ecall is allocated to the PSAP Costs are mainly born by car manufacturer and PSAP filter Complete B2B agreements between parties to retrieve costs Only one connection to the customer, namely by car manufacturer Thus the perceived VAS is allocated to the car manufacturer WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 31

32 Conclusions: customer ownership and market opportunities Optional Hybrid Mandatory Optional Hybrid Mandatory WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 32

33 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 33

34 Business case Car manufacturers have their own system not keen on standardisation Personal Navigation Devices (PND) Optimised mobility Improved safety Infrastructure efficiency Environment sustainability Weak monetised benefits Strong societal benefits WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 34

35 Value network of a hybrid model On this basis we are currently investigating the different roles the actors in the Flemish hybrid ecosystem could take up This will end up in various business models that are more B2B orientated Bottlenecks are identified on the service deployment phase: System integrator On Board Unit (OBU) manufacturer WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 35

36 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 36

37 Outline IBBT project NextGenITS in place ecall? Belgian ecosystem Stakeholders Scenarios Business case of a hybrid model Private Public Future scenarios, opportunities and roadblocks Vision and aspiration WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 37

38 Future scenario s SMS based Private organisation More B2C Fight for customer ownership Customer knows more Differentiated services on isolated devices, less interoperability, different private standards In band modem Towards full service More B2B/B2G Customer ownership less important Customer knows less Integrated black box with one SIM for ecall that can be loaded on virtual SIM platform WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 38

39 Virtual SIM solution Not only ecall, but multiple services requiring a SIM can be loaded on a virtual SIM platform Roaming solution as SIM can be downloaded over-the-air (OTA) of every country Different user billing for every service Also an automotive compliant component (shocks, temperature ) WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 39

40 Vision and aspiration Policy impact assessment Further monetisation of societal benefits Obligatory ecall system Public stimuli to improve private take-up Equal customer access ecall as one of multiple services Internet of things? Ubiquitous and ambient intelligent services? Integration possibilities for future networks? WOUTER DEGADT FREE UNIVERSITY OF BRUSSELS 40

41 Thank you for your attention Questions? Studies on Media, Information & Telecommunication