Mobile Device Usage and Safety in Connected Cars
There’s an App 4 That
Accommodating, limiting,
leveraging mobile devices in the
connected car
Roger C. Lanctot
Associate Director
Global Automotive Practice
March 2014
Infotainment Systems are Failing!
Smartphone Connectivity
+
=
Customer Acquisition
Embedded Modem
+
=
Customer Retention
Smartphone Use while Driving
•
58% of smartphone owners
in the US and 47% in
Western Europe report using
apps while driving.
•
However, on a weekly basis,
usage is largely infrequent.
–
Each category of app is used on
a daily basis by 10% or less of
smartphone owners
•
Data from ACI survey of US and Western European vehicle
owners, Feb 2013.
US
Western Europe
Touchscreen Satisfaction
•
Overall satisfaction with
touchscreen UX has
decreased since 2012.
•
Visual appeal only
aspect of touchscreens
for which satisfaction
increased.
•
Satisfaction with system
response fell from 76%
to 66%.
6
% Satisfied or Very Satisfied (US)
Speech Recognition Satisfaction
% Satisfied or Very Satisfied (US)
•
Satisfaction for speech
recognition systems by
frequent users has increased
since 2012 across almost all
areas.
•
Satisfaction of system voice
clarity remained relatively
constant (and high).
•
Overall satisfaction increased
from 71% to 77%.
7
Impact of Distractions on Crash Risk
•
Visual-manual tasks increase crash risk
•
Talking on hand-held or hands-free cell phones do not significantly increase crash risk
Source: DRIVER DISTRACTION IN COMMERCIAL VEHICLE OPERATIONS, US Department of Transportation, 2009
8
Connected Vehicle UX Comparison
Data from ACI user experience benchmark studies and heuristic evaluations of infotainment systems.
We Need Some New Directions
10
Roger’s rules of
smartphone connections
Roger’s Rule #1
11
Use smartphone to
summon assistance,
save lives
Crash Scene Assistance
Roger’s Rule #2
13
Car controls phone, not
the reverse
Roger’s Rule #3
14
Don’t charge the customer
twice for the same app
Roger’s Rules #3.1
15
No in-car app store
Roger’s Rules #4
16
No proprietary apps
for non-auto functions
Roger’s Rules #5
17
Use phone for
personalization,
commerce, community
Roger’s Rules #6
18
Use customer’s
phone for calls,
not the
embedded
modem
Roger’s Rules #7
Auto-grade speech rec –
not smartphone – Siri?
New Thinking
20
For New
Connections
Map Updates
21
Hybrid Navigation
22
Use Phone for Car-2-Car Communication
23
Replace the Radio w the Phone
24
Negative Implications of Apple CarPlay
•
Fragmentation of in-vehicle connections
•
Loss of OEM control of customer – eco-
system
•
Use of non-auto grade speech rec – Siri vs.
Nuance Dragon Drive
•
Loss of differentiation
•
UI homogeneity? Regional regulatory
issues? US DOT guidelines?
Positive Implications of Apple CarPlay
•
Increased attention to smartphone-car
connections
•
Promotion/adoption of natural language
speech recognnition
•
Simplification of smartphone connection
•
Integration of smartphone apps via
smartphone
Thank you!
Roger C. Lanctot
Associate Director
Global Automotive Practice
Strategy Analytics
rlanctot@strategyanalytics.com
+1 (617) 614-0714 m +1 703 860-2005
Twitter: @rogermud WeChat: rogermud
Addressing the integration of mobile devices in connected cars, this article delves into the challenges and opportunities presented by infotainment systems, smartphone connectivity, embedded modems, and touchscreen and speech recognition satisfaction. It also explores the impact of distractions on crash risk, highlighting key factors such as text messaging, map usage, and phone calls while driving.
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Presentation Transcript
Theres an App 4 That Accommodating, limiting, leveraging mobile devices in the connected car Roger C. Lanctot Associate Director Global Automotive Practice March 2014
Smartphone Connectivity + = Customer Acquisition
Embedded Modem + = Customer Retention
Smartphone Use while Driving US 58% of smartphone owners in the US and 47% in Western Europe report using apps while driving. However, on a weekly basis, usage is largely infrequent. Each category of app is used on a daily basis by 10% or less of smartphone owners Western Europe Data from ACI survey of US and Western European vehicle owners, Feb 2013.
Touchscreen Satisfaction Overall satisfaction with touchscreen UX has decreased since 2012. % Satisfied or Very Satisfied (US) Visual appeal only aspect of touchscreens for which satisfaction increased. Satisfaction with system response fell from 76% to 66%. 6
Speech Recognition Satisfaction Satisfaction for speech recognition systems by frequent users has increased since 2012 across almost all areas. Satisfaction of system voice clarity remained relatively constant (and high). Overall satisfaction increased from 71% to 77%. % Satisfied or Very Satisfied (US) 7
Impact of Distractions on Crash Risk TASK Odds Ratio LCL UCL 9.69 55.73 Text message on cell phone 23.24* Look at map 4.62 10.69 7.02* 4.57 7.69 Dial cell phone 5.93* Personal grooming 2.01 9.97 4.48* Read book, newspaper, paperwork, etc. 3.02 5.22 3.97* Reach for object in vehicle 2.75 3.48 3.09* Look at left-side mirror/out left window 1.01 1.17 1.09* 1.04 0.89 1.22 Talk or listen to hand-held phone Eating 1.01 0.83 1.21 Look at right-side mirror/out right window 0.95 0.86 1.05 Smoking-related behavior reaching, lighting, extinguishing 0.40 0.89 0.60* Look at outside vehicle, animal, person, object, or undetermined 0.50 0.60 0.54* 0.35 0.55 Talk or listen to hands-free phone 0.44* Interact with or look at other occupant(s) 0.22 0.55 0.35* Check speedometer 0.28 0.38 0.32* Source: DRIVER DISTRACTION IN COMMERCIAL VEHICLE OPERATIONS, US Department of Transportation, 2009 Visual-manual tasks increase crash risk Talking on hand-held or hands-free cell phones do not significantly increase crash risk 8
Connected Vehicle UX Comparison Data from ACI user experience benchmark studies and heuristic evaluations of infotainment systems.
We Need Some New Directions Roger s rules of smartphone connections 10
Rogers Rule #1 Use smartphone to summon assistance, save lives 11
Rogers Rule #2 Car controls phone, not the reverse 13
Rogers Rule #3 Don t charge the customer twice for the same app 14
Rogers Rules #3.1 No in-car app store 15
Rogers Rules #4 No proprietary apps for non-auto functions 16
Rogers Rules #5 Use phone for personalization, commerce, community 17
Rogers Rules #6 Use customer s phone for calls, not the embedded modem 18
Rogers Rules #7 Auto-grade speech rec not smartphone Siri?
New Thinking For New Connections 20
Map Updates 21
Negative Implications of Apple CarPlay Fragmentation of in-vehicle connections Loss of OEM control of customer eco- system Use of non-auto grade speech rec Siri vs. Nuance Dragon Drive Loss of differentiation UI homogeneity? Regional regulatory issues? US DOT guidelines?
Positive Implications of Apple CarPlay Increased attention to smartphone-car connections Promotion/adoption of natural language speech recognnition Simplification of smartphone connection Integration of smartphone apps via smartphone
Thank you! Roger C. Lanctot Associate Director Global Automotive Practice Strategy Analytics rlanctot@strategyanalytics.com +1 (617) 614-0714 m +1 703 860-2005 Twitter: @rogermud WeChat: rogermud
