Reinventing Time on the Move

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Drivers spend an average 46 minutes a day at the wheel, negotiating congestion, gridlock, and parking woes, while feeling disconnected from their smart phones, causing the serious new phenomenon of #FOMO – a fear of missing out.

In their increasingly connected lives, drivers expect more on the go, which we see as an opportunity to reinvent how people spend their time in the car. Using cognitive systems we can replace frustrating and mundane tasks with a deep connection to the people, places and things that bring joy on the move.


The auto industry’s first cognitive mobility platform to connect drivers and passengers with brands such as ExxonMobil, Glympse, iHeartRadio, Mastercard and Parkopedia.

The car has become the ultimate IoT device that generates 25 gigabytes of data every hour. Using that data we can design better driving experiences. Meeting those new expectations demands a new approach to the customer experience and the business of mobility. That model was defined this week by the announcement of a partnership between IBM and General Motors.

The introduction of OnStar Go an industry-first cognitive platform and ecosystem, unites the connectivity of OnStar and the intelligence of IBM Watson, to improve the experience of millions of drivers by observing, learning and understanding the needs of passengers and drivers.

It provides the driver with a trusted co-pilot in the car that transforms time wasted into time well spent. OnStar Go turns the daily rituals and interactions of driving into individualized discovery. From fast fueling to fast food, from retail to radio, from banking to basketball, from hospitality to the next best hideaway, OnStar Go restores the pleasure of driving safely in a connected environment with individual experiences in the moments that matter most.

OnStar Go reimagines time in a car and tailors it to the driver’s unmet needs. For example, a daily commuter receives notification that his fuel is too low for the traffic delay up ahead, and guides him to the closest fueling station, where he can pay without producing cash or credit card. It empowers a father to pick up diapers at the pharmacy a mile before he misses the exit.

It gives a road tripper a personally curated selection of news, entertainment, or location-based history, timed exactly to their route. It gives a foodie exploring a new city real-time dining recommendations from local chefs. In every example, cognitive mobility transforms the relationship between car and driver, turning daily chores into magical moments and an opportunity to enhance the brand experience.

By 2020, according to Business Insider Intelligence, there will be 83 million connected cars on the road globally, creating demand for cognitive mobility skills and services for drivers and passengers.

Traditionally, the primary source of revenue for automakers has been manufacturing, selling, and maintaining vehicles. New demand for cognitive mobility services requires them to reinvent the business of mobility.

In order to scale and sustain that innovation over time, IBM and GM have created an ecosystem that invites companies and brands to design and deliver own-able moments in the car that make the customer’s time more rewarding. Until now, the only way for a business to reach their customers on the move has been limited to one-way, mass advertising channels, such as radio and out-of-home.

Now, brands such as ExxonMobil, iHeart, Parkopedia, Glympse and Mastercard have joined an expanding ecosystem of clients and partners, enabling them to attract, engage, retain, and encourage advocacy with branded services and skills.

In an a new age of global enlightenment and innovation, IBM and GM are demonstrating how agility, collaboration and ingenuity are key to the relentless reinvention of their companies, enabling them to make a market that delivers new value for their customers and clients. _________________________________________



Global Chief Creative Officer, IBM iX

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