Products-Offerings
Connected devices worn by users for closer human-machine interface and convenience Limited by current hardware battery and connectivity considerations Value limited by number of use cases, expanding rapidly via Apple Watch and Android ecosystems Examples:
Apple Watch Fitbit Jawbone Up Google Glass
Vehicles whose functionality evolves after purchase through software or hardware upgrades Upgrades may be difficult for core vehicle functions based for hardware or legal issues; comparatively easy for infotainment Usually requires OTA (over-the-air) upgrade functionality, upgrade marketplace and strong data ethics foundation Examples:
Tesla BMW ConnectedDrive (limited) Automatic (brand) plug-in connected car tool
Responsive design Products where value is defined in part (or fully) by software, so that value evolves over time Requires the ability to upgrade hardware devices over the air (OTA), usually via the internet and/or mobile networks Examples:
Smartphones Tesla upgradeable vehicle features BMW ConnectedDrive Nest Thermostat Software-defined networks (eg, upgradeable firewalls and routers)
Products whose core value involves social functions Smart, connected software layer for physical products Usually requires access to existing social networks; may also require a ‘social network of things’ for hardware integration Done well, creates pull for users to interact with the brand, minimizes ‘pushes’ of brand content “If you want to build loyalty, spend less time using data to tell customers about you, and spend more time telling them something about themselves.”—Mark Bonchek Examples:
Varying degrees of machine augmentation or automation of human driving capacity Five levels of autonomous driving by US NHTSA (National Highway Traffic Safety Administration) (Level 0): No assistance or automation Function-specific Automation (Level 1): i.e. ABS, ESC Combined Function Automation (Level 2): i.e. Adaptive Cruise Control with Lane Centering Limited Self-Driving Automation (Level 3): i.e. Tesla Autopilot or early Google Car test vehicles Full Self-Driving Automation (Level 4): i.e. Google Car Examples:
Google Car Tesla Autopilot Traditional Automaker Prototypes (Mercedes, Audi, Etc)
