My Cognitive autoMOBILE Life: Digital Divorce from a Cognitive Personal Assistant

250 Pages·2017·15.152 MB·English

by  Sebastian Wedeniwski,Stephen Perun (auth.)

Sebastian Wedeniwski · Stephen Perun
My Cognitive
autoMOBILE
Life
Digital Divorce from a Cognitive
Personal Assistant
My Cognitive autoMOBILE Life
Sebastian Wedeniwski • Stephen Perun
My Cognitive autoMOBILE
Life
Digital Divorce from a Cognitive
Personal Assistant
Dr.SebastianWedeniwski StephenPerun
StandardCharteredBank InternationalBusinessMachines
Singapore,Singapore NorthAugusta,SouthCarolina
ISBN978-3-662-54676-5 ISBN978-3-662-54677-2 (eBook)
https://doi.org/10.1007/978-3-662-54677-2
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SpringerVieweg
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Dedicatedtoour e-motionfamilywho keep
uscontinuouslyadaptingto change.
Foreword by Helmuth Ritzer
Ourrelationshipwithcarsisa highlyemotional,almostan irrationalone.Back in
the 1950sand 1960s, the car was a sign of freedom, wealth and status. For many
ofmygeneration,owningacarwasconsideredamajormilestoneinourlife.When
theoilcrisishappenedinthe1970s,IwasalittlekidandIrememberaskingmyself
ifIwouldstillbeabletodrivemyowncar.
Fast-forwardmorethan30years.Meanwhileworkingintheautomotiveindustry,
Ihadanothereye-openingmomentduringthefinancialcrisisin2008.Forthefirst
timeinmycareer,Iexperienceda30–40%decreaseofcarsales.Whatwastypically
aone-digitfluctuationinworldwidecarsalescompletelychangedfrom1daytothe
next.Eventhoughtheautomotiveindustrywasn’tpartofthecrisis,thecarhadlost
itsimportanceformanypeoplewhowereimpactedbythecrisis.Formanypeople,
carssimplywerenolongeratthetopoftheirmindandwefinallyhadtorealizethat
theautomotiveindustryandthecaraswe knowitwasnolongeraconstantinour
economy,somethingthatusedtosellitselfnomatterwhat.
Inhindsight,whatacoincidencethatrightatthistimeIgotinvolvedinaproject,
whichwas knownas “City Smart”.Itwas in 2008whena groupof peoplewithin
DaimlerAGwerepulledtogetherwiththetaskofreinventingmobility.Today,we
all know the product as “car2go”, being the world’s first free-floating carsharing
service. Itwas for the first time that an OEM, in this case Daimler,thoughtabout
businessmodelsbeyondpurecarsales.Forme,car2go,likemanyotherservicesthat
cameafterwards,demonstratesthatthereisanalternativemodeltocarownership.
Formanyofthemorethantwomillioncar2gousersworldwide,thecarisnolonger
this highlyemotionalthingthatreflects yourpersonalityandwhich you still own,
eventhoughyouhardlyuseitformorethan5%ofthetime.Butthisisjustoneof
thechangevectors.
Theautomotiveindustryiscurrentlychallengedinmanyways.Newplayersfrom
theITworldareenteringthemarket,e-mobilityisconsiderablychangingthevalue
chainofthecar,newcleanairregulationsandtheinfamousDieselgateareheavily
impactingtheperceptionofthecarandadvancesinAIandroboticswilleventually
makecarspossiblethatnolongerrequirea driver.Theautomotiveindustryisin a
perfectstorm,astormthatwillchangethefaceoftheindustry.
But rather than seeing these changesas a threat to an industry that is over130
years old, there are huge opportunities out there, which will make possible new
vii
viii ForewordbyHelmuthRitzer
products,better user experiencesandultimately an opportunityto reinventthe car
as somethingthatwill transitionthe AUTOmobileinto somethingthe authorscall
theautoMOBILE.
But no matter what the OEMs have done over the last decade to adapt the
traditionalbusinessmodeltowardsthisnewreality,itisstillaverycar-centricone.
Forobviousreasons,eachofthemstill putsthecar atthecenterof theirbusiness;
eachof themwantsto buildtheir ownecosystemaroundthe automobile,ignoring
thatecosystemstendtoberatherfewandnotmany.Whatautomakersneedtorealize
is thattheyneedto answer the mobilityneed ratherthangivinga specific answer,
thecar.
This is where the authors come in with their unique background both in the
computerandtheautomotiveindustry.Theybringtogetherthelatestadvancements
in machine learning, artificial intelligence, the IoT, cloud computing and the app
economywithpeople’schangingexpectationsofmobilityandlifeingeneral.They
describe how cars have been evolving over six generations from a complex but
rather mechanically engineered device into a cognitive vehicle (third generation)
that already leverages parts of the technology that is out there. But there are two
moregenerationsstilltogountilwecanexperienceavehiclethatisfullyembedded
intoourlivesandcontributesmoreto themthanit generatesissuesfor usandour
environment.
It is a must-read for many of those engineering-driven decision-makers who
ratherthancopythosetroublemakersfromtheWestCoastwanttocreatetheirown
way of evolving the automobile into a device that will be around for another 130
years at least instead. The chances are good, as the automobile has always been
somethingverypersonalandprivate,somethingthatwillbekeyinthedigitalworld
infutureaswell.
VPConnectedVehicleServices HelmuthRitzer
HERETechnologies
Berlin,Germany
July2017
Foreword by Michael Klingler
Technologyisagaintransformingourwayofliving.Onehundredthirty-twoyears
afterGottliebDaimlerandCarlBenzinventedthefirstcarand76yearsafterKonrad
Zusebuildthefirstcomputer,wearenowpartofthenexthugetransformation.The
third generation of computing meets the next generation of mobility—two of the
mostimportantinventionsandindustriesinourdailylives.
Somepeoplebelievethatcognitivecomputingandartificialintelligencerepresent
the third era of computing. We started from computers that could tabulate sums
(1900s)toprogrammablesystems(1950s),andnowcometocognitivesystems.
Thewayofbeingmobileisalsochangingtoanewlevel;withautonomousand
emission-freedriving,wewillseecompletelydifferentusageandbusinessmodels.
But therearise questions.Whatis intelligencein computersorevencars?How
safeareautonomousvehicles?Eventheattributeartificialbringsupmanydifferent
associations.Itraisesfearsofintelligentcyborgsandrecallsimagesofterrorfrom
science-fictionmovies.Itforcesthequestionofwhetherourhighestgood,thesoul
andintelligenceofahumanbeing,issomethingthatweshouldtrytomodeloreven
reconstructinmachines.
Ibelieveso,ifwefollowabasicprinciplethatsaysthatcognitivecomputingor
AIsystemsalwayssupportpeopleandlethumanbeingsmakethefinalcall.Thenwe
arereallybeginninganexcitingnewwayofhowpeopleandmachinescouldinteract
andofferusnewpotentialsandopportunitiesforourdailylives.Cognitivesystems
willforeverchangethewaypeopleinteractwithmachines,helppeopleextendtheir
expertiseacrossanydomainofknowledgeandmakecomplexdecisionsinvolving
extraordinaryvolumesoffastmovingbigdatapossible.
This technologywill enableourcars to becomethe third most importantplace
besidesourhomeandourofficeformanagingourlives!
With this new book, Sebastian is once more proving his brilliant sense for the
correlation of new technologies and the transformation impact on the automotive
industry.I’veknownSebastianfor17yearsandsinceourfirstmeetingI’veenjoyed
collaboratingandinspiringeachotherduringmanyovernightsessionsinStuttgart,
indifferentIBMlabsandatmanytechnologyconferencesinLasVegas.
ix
x ForewordbyMichaelKlingler
Sebastianisoneofthosepeoplewhobringrealvaluetotheautomotiveindustry
withtheircommitment.Thankyou!
NowexcusemewhileIgetbacktothehardworkofmakingthischangehappen.
MercedesBenzR&D–ConnectedCars MichaelKlingler
Stuttgart,Germany
July2017
Acknowledgements
One of the greatest miracles of this world is seeing children grow up to be
personalities with fantastic talents—thanks to my son Alexander for the fabulous
illustrations.I am veryproudof you!Andthanksto myfriendStephenfor allthe
inspirationanddedication.
Sebastian
Sheismyeverything.Withoutherloveandsupport,noneofthiswouldhavebeen
possible. Thank you, Sheila. Now to the person who made this book possible,
Sebastian.ThanksforJapanandforchallengingmetowritethisbookwithyou.
Stephen
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