(Diisi oleh Jabatan)

CENTRAL LAB MANAGEMENT (CLM) DEPARTMENT OF HIGHER EDUCATION

MINISTRY OF HIGHER EDUCATION

INDUSTRY SYNOPSIS

One (1) copy of this form must be submitted to the Institution of Higher Education Excellence Planning Division,

Department of Higher Education, Level 7, No.2, Tower 2, P5/6 Street, Precinct 5,62200 Putrajaya.

[Incomplete Form will be rejected]

Company Name Nama syarikat

Hexasetia Sdn Bhd

Address Alamat

No. 27B, Jalan Nelayan 19/A Seksyen 19, 40300 Shah Alam Selangor

Contact Details Maklumat Untuk Dihubungi

Name Nama

Zulkiffle Salleh

Designation Jawatan

Director

Telephone No. Tel.

603-5548 4333

Fax No. Faks

603-5548 4396

Email Address Emel

info@hexasetia.com

Niche Area Bidang nic

Nanotechnology Biotechnology Nanoteknologi Bioteknologi

Aerospace Automotive Aeroangkasa Automotif

Kod Rujukan: CLM/industri/3

BORANG SINOPSIS INDUSTRI CLM

√

Proposed Product Technology Cadangan teknologi untuk mencipta dan /atau menambahbaik produk

Product Concept & Technology

The “DriverBehave” is based on a small, forward-facing

camera located on the vehicle‟s front windshield. Compact

and powerful, the dash-mounted system is a perfect fit for

any brand or style vehicle, with advanced vision technologies

that analyze the road ahead as well as other vehicles.

Installed unobtrusively inside the vehicle and continuously

collecting the following driving data, which will be stored in

the SD memory card;-

a. G-data for sudden shock due to sudden braking,

sudden acceleration, sudden swerving,

b. Speed, longitudinal & transversal movement

c. Event triggered video recording like accident (10 sec

after & 20 sec before crash)

d. Location and time of event triggered

Accidents happen. When they do, the proposed technology ensures all necessary details, behaviours and data are accurately captured and reported, including video clip captures of the incident on a Flash Memory, triggered by a combination of built-in G sensor and vision data. Video recording is triggered using a built-in G sensor that detects when a predetermined impact level is exceeded, indicating an accident situation. On such events, the last 20 seconds preceding the event, plus 10 seconds additional following it, are stored on a Flash memory, ready to be downloaded to an external computer. (opt for live 3G streaming to a dedicated server for monitoring and surveillance purposes). Using video clips and other data, we can reconstruct the actions that took place in few seconds prior the event and immediately after it, easily determine liability and learn what led to the event.

Block Diagram of Driverbehave

Using the web all the collected data from the SD memory

card (or 3G live streaming) can be uploaded effortlessly into

our server. This proprietary system involving “Artificial

Intelligence & Data Analytics and Algorithms”, will ease the

data collection time and burden for the Control Manager. Our

ASP server will serve as the central repository of data for all

events for every individual vehicle that has been fitted with

the proposed gadget. It gives the ability to gain visibility into

the "where", “what” and “who” of the driving chain and

measurably enhances the ability to wisely place enforcement

measures that are collectively agreeable by the driver and

the management. It acts like a decision support system that

has the capability to capture information on an ad hoc or real-

time basis. By leveraging on the vast amount of driving data

information collected in the data warehouse, the seemingly

disconnected organizations, especially the “stake holders” in

the Road Safety Management, and the associated exorbitant

economic cost, will benefit them in their operational and

strategic decisions.

Our Data repository and the ability to extract and analyze,

with our proprietary software, creates a new data sets and

potential information intelligence of interest previously

unfathomable due to dearth of means of collecting data.

Engine

speed

sensor

Vehicle

speed sensor

Brake

ON/OFF

Accelerometer

Microcomputer

GPS

S

D Warning

Indicator

Location

of event

The basic driving data include;-

i. Sudden acceleration & deceleration ii. Engine idling time iii. Number of times speed exceed iv. Image recording – triggered above a threshold v. Location at which the above incident happen

These raw data then analyzed, using our proprietary

software, to create intelligent reflection on the driving

behaviour, which includes;-

i. Driving circumstances- Numerical & graphical representation

ii. Assigning due credit points – appraisal graph, radar chart

iii. Thumb nail representation – at any point of incidents

Over a long period, with continuous monitoring and

enforcement & participation from employers, we can instil a)

safety driving guidance, b) safety consciousness, c) improved

driving morale, which will translate into huge economic

savings due to;-

i. Decline in the number of human loss due to more heightened driver morale

ii. Reduction in expenses (vehicle maintenance) due to more increased awareness of the driver

iii. Fuel Consumption reduction ( due to Echo-drive promotion, such as being conscious of

Engine- idle, etc)

Besides, these data can further be innovatively reorganized,

to design “teaching aids” for Driving Schools and for

individuals, on good / bad practices of driving habits. On the

whole, the successful implementation of the above system,

gives;-

i. The drivers a feedback on his driving style ii. The management a tool to train the drivers iii. The Authorities a “MEANS” for “Enforcement”

And with the support of the Public, the Government and the

Industry, we can significantly contribute to the reduction of the

“Economic Cost” which currently costs the Country, a

humongous sum, equivalent to 2.4% of the GDP.

Impact & Commercial needs

Commercial requirements and needs.

CURRENT SCENARIO

i. No Centralized Integrated “Driver Information Hub”-to consolidate driver`s aptitude, trainings, and skills

ii. No way to know which driver or vehicle is due for inspection – real time

iii. No “real” Driver Education cum rehabilitation Centre – drivers caught “sacked” or even jailed.

iv. No way to reconstruct accidents – simply based on after-event analysis without hard data and assumptions spanning months before a report is made public(pseudo report)

Compare these with the more structured Aviation &

Manufacturing industries.

a. Drivers vs. Industrial workers – they have a matured and stakeholders` invested interest in making sure that these workers are trained and well prepared for the industry – for which there is huge subscribed allocation fund called HRDF

b. Drivers vs. Pilot i. Pilots have both Tower & In-vehicle electronic

driving assistance (of accidents on road with that in air)

ii. High morale & respect that they demand

In order to close the gap discerned from the above

comparison and the alarming accidents that happen on the

ground compared to that in air, there is an emergent need

towards creating “Occupational Driver behaviour

Modification” through improving driving behavior,

empowering drivers and fleets to reduce crashes, thereby

“increasing public`s perception of Public Transport Safety

and hence contribute positively to Government`s vision of

World Class Public Transportation for the Rakyat by 2020” as

envisaged by SPAD.

Our proposed product`s final outcome shall be modelled

around an “Occupational Driver behaviour Modification” that

will indirectly assist and achieve;-

i. Behavior based safety ii. Behavior modification iii. Driver driven

It will provide real-time feedback integrated with

comprehensive online visibility and strives to engage drivers

on an ongoing basis to deliver lasting improvement to driver

behaviours and fleet performance.

From the international experience, we can surmise that with

the implementation of the eco-drive, there is a definite

“psychology win” over the driver`s behaviour in driving, which

can contribute to the following positive benefits to the fleet

owners, namely;

i. Risky behaviour changes - > 50%

ii. Crash rate improved by more than 20 %

iii. Repair cost savings by an average of 40%

iv. Fuel consumption savings at 10 ~ 15%

Proposed Research and Development Project Cadangan projek penyelidikan dan pembangunan

Problem Statement

We have identified the rapidly expanding Automotive industry

and the accompanying woos that plague our country, Road

Traffic Accidents as the first key target market. Apart from the

humanitarian aspect of reducing road deaths and injuries in

developing countries, a strong case can be made for reducing

road crash deaths on economic grounds alone, as they

consume massive financial resources that countries are ill-

afford to lose. In 2002, global road traffic injury epidemic

claims the lives of more than 1.2mil people and injures around

50mil annually. Road Traffic Injuries are responsible for a

global health burden similar to Malaria & Tuberculosis – hit the

developing countries hardest. In Malaysia, with a population of

26.4mil (2006), a road length of 72,400km and 357.8bil vehicle

kilometer travelled per year, the fatality index is not welcoming,

a staggering 22.8 deaths per 100,000 population compared to

ASEAN average of 10.2. This imposes a high economic cost of

almost US$2,400mil, equivalent to 2.4% of the nation`s GDP,

compared to ASEAN average of 2.1%. Worldwide and the

WHO/UN have placed a mandate to “inoculate against the

disease” of road traffic death & injuries together with a delivery

mechanism. In line with WHO, the Government has “called to

Action” the various Ministries to devices strategies to curb the

fatalities index and make our roads safer. While there are

strong commitment in the area of creating awareness through

Campaign, Policing the dangerous highways, deployment of

Speed cameras, etc., they effectiveness had been somewhat

discouraging, though there is a statistically incremental

improvement.

We are poised to embark to play a pivotal role in employing its

expertise on the wireless communication & sensor technology,

to “electronically educate” drivers towards safety driving,

thereby creating a paradigm shift in driving behaviour. By

employing and harnessing “data capturing technology” & “data

science and advanced analytics”, we want to pioneer the

introduction of the gadget here in Malaysia and ASEAN. The

product “DriverBehave” shall a) give the driver a feedback on

his driving behaviour b) give the management a tool to train

the drivers c) give the Authorities a MEANS for Enforcement.

We strongly feels that with the system in place it will faithfully

contribute a triple benefits, namely;

a) Decline in the number of accidents due to paradigm shift in

individual driver behaviour

b) Reduction in Expenses for vehicle maintenance for fleet

owners

c) Fuel consumption reduction – echo-driving.

Our business model revolves around leasing the units and

imposing a small monthly fee for the service of data collection,

data analysis, and creating teaching guides & models for

Driving Schools, etc. A revenue sharing model with the various

Ministries, namely, RTD, Police, etc and financial

organizations like Insurance, Hire purchase and Banks can be

created through a web-based data-service centre.

Incorporating the smart GPS/GPRS technologies, high

resolution Image recording and advanced MEMS Inertial units,

with copyrights pending, Hexasetia is poised to be the first

company to introduce such products and features to the

market in Malaysia and ASEAN.

Scope of Research

In 2002, global road traffic injury epidemic claims the lives of

more than 1.2mil people and injures around 50mil annually.

Unless action is taken, global road death are forecasted to

double by 2020. Road Traffic Injuries are responsible for a

global health burden similar to Malaria & Tuberculosis – hit the

developing countries hardest and seriously under-resourced in

terms of funding & political and media attention. The chairman

of the Commission for Global Road Safety aptly puts

“……….road traffic crashes cost at least US$ 645bil/yr to low

and middle income countries……..every day 3000 people are

killed in crashes on unsafe roads. We know that many of these

deaths are preventable……..but the SEA experiencing the

highest number of actual fatalities & injuries and highest

predicted growth in road traffic injuries…. ” This imposes huge

economic costs on developing countries, compare bilateral

overseas aid that amounted to US$106.5bil in 2005. It is also

staggeringly scary to note that while global burden of

tuberculosis is increasing at a rate of 1% per year, the global

burden of road traffic is predicted to increase 65% by 2020.

In Malaysia, with a population of 26.4mil (2006), a road length

of 72,400km and 357.8bil vehicle kilometer travelled per year,

the fatality index is not welcoming, a staggering 22.8 deaths

per 100,000 population compared to ASEAN average of 10.2.

This imposes a high economic cost of almost US$2,400mil,

equivalent to 2.4% of the nation`s GDP, compared to ASEAN

average of 2.1%. Our PM has made an earnest call for every

Malaysian to support the Malaysian Road Safety Plan “…to

make our roads safer and help to enhance Malaysia`s

Competitiveness as well as to increase attractiveness as a

Tourist destination….”. The MRS plan has also drafted a nine

prong strategy to effectively tackle the road traffic injuries and

death.

The World Bank estimates that if fatality rates for vehicle in

poorest countries were reduced by 30% by 2020, more than

2.5bil lives could be saved and 200mil injuries avoided. The

world report on road traffic injuries prevention, published by

WHO and the World Bank in 2004, details the key road injury

“risk factor”, the major contributing factors towards crashes &

injuries severely, including drink driving, lack of helmet uses,

seatbelt non- compliance, excessive speed, and infrastructure

design & management. Since the 1970 there has been a move

away from “blame the victim” attitude. Instead there has been

a paradigm shift towards the so called “safety system”

approach. This new attitude to Road Safety Management

treats a) road users b) vehicle c) road infrastructure as three

components of a dynamic system.

Therefore, a system-wide approach to road safety is a key

element of road safety management, firstly to ensure a holistic

approach to road safety and secondly, as a tool for realizing

the shared responsibilities and accountabilities of the many

sectors involved. While the phenomenon is global it would not

be misplaced if the following problem analysis be attributed to

the Malaysian scenario, that is;-

a. 1st order problem – the crash risk of young drivers too high

b. 2nd order problem- the access of novice drivers and riders to motor vehicles is too early

c. 3rd order problem – inadequate resource or absence of coordinated intervention to reduce young drivers and rider injury.

The major risk factors that contribute to the road traffic death and injuries can be summarized as in Table 1.0, somewhat an extended version of Haddon`s matrix.

HUMAN VEHICLE ENVIRONMENT

Availability of highperformance motor

vehicles

speeding, impairment

poor lighting, brakinghandling,

speed management

Poor road design or layout,

absence of speedlimits& Pedestrian facilities

Licensing land-use planning,user mixExposure

Crash

occurrencePre- Crash

Key System Risk Factors

Absence of forgiving roadside

(crash barrier)

Poor crash protective design

non-use of restraintsand helmets

Injury during

the Crash Crash

Post Crash Post CrashInjury

poor access to care

poor evacuation Absence of rescue facility

Table 1.0

Whereas our government had been consistently making

concerted efforts in many of the areas highlighted in the above

matrix and we can never underestimate or discount the

achievement in reducing the road traffic related death and

injuries compared to last 20 years, the fatality index is still high

compared to the EU and the developed countries. Due to the

relatively high fatality index, the government has set up an

independent body like MIROS, and had urged the various

Ministries especially the MOT and the MOW to work together

to support the Road Safety Department to put an effective

intervention program, which have culminated in the launch of 5

year Road Safety Plan of Malaysia with a significantly high

target, to be achieved by 2010, that is,

i. 2 death for 10,000 registered vehicles ( cf. 3.73 in 2007)

ii. 10 deaths per 100,000 population ( cf. 22.8 in 2007 ) iii. 10 deaths per 1,000 mil VKT ( cf. 17.6 in 2007 )

The effectiveness of the 9 strategies planned for the 5 years

Road Safety Plan can be gauged and understood by referring

to the “Strategy Programs & Projects” presented by Datuk

Suret Singh in his Country Report on Road Safety Initiative,

reproduced for reference, Table 2. From the intervention

program & the percentage realization of the effectiveness, it

can be inferred that no one program by itself is sufficient or

complete enough to effect an “inoculation against the epidemic

disease”. It is the aggregate effect of all the intervention that

we should be aware off, in order to realize it `s full potential.

STRATEGIC PROGRAMS & PROJECTS

3.45 2.94 2.45 2.24

6200 427 1009 1630 1782

20 350 7 14 21 28

500 15 30 45 6030

10 20 30 40

10 20 30 40

80 500 40 80 120 160

400 8 16 40 6420

10 20 30 40

10 20 50 80

10 300 3 9 15 18

400 12 24 48 7230

10 30 50 60

10 20 40 60

30 350 21 42 63 84

1500 225 488 750 75050

20 40 60 80

30 65 100 100

20 450 0 18 54 72

150 12 36 54 5440

0 20 60 80

20 60 90 90

30 1400 84 252 420 42020 60 100 100

Program% Intervention Coverage

2007 2008 20102009

Potential Reduction(%)

Deaths per yr

Expected no. of Fatality Reduction

2007 2008 2009 2010

Speed Cameras

Red light Cameras

Lane Discipline

Rear Seat Belts

Airbags

Driver Training

RSE & CBP

M/cycle Lanes

Blackspots

Others

Belts

Total numbers

Deaths per 10,000 vehicles

(courtesy of Datuk Suret Singh)

Table 2.0

While the MOT/MIROS/MOW, had been arduously involved in

various programs like campaign, road infrastructure

improvement, highway policing, etc., we propose to

complement the current effort by focusing on Driving

Behaviour, an electronic data capture and proprietary software

analysis of the data for assessment, gradation, education

material and compensation.

It would not be a stretch to say that the proposed product and

its technology full fills, both functionally and philosophically, the

basic requirements outlined in the 9 strategies, to name a few;

i) Enhance & Sustain Education and psychological measures

in road safety, ii) Utilize state-of-art technology to reduce

human error for more effective enforcement, iii) Enhance &

complement Engineering Initiative, iv) Enhance & achieve a

more comprehensive reflective implementation of road safety

initiatives & programs through community participation

involving employer, etc., v) Focus on high risk road users most

frequently involved in accidents, i.e., motorcycles/pillion riders,

car drivers & passengers, and pedestrians.

PERFORMANCE INDICATORS IN ROAD SAFETY

MANAGEMENT

The System Performance Indicators are assessed in terms of

social costs of accidents and injuries. The idea of simply

counting crashes and injuries are merely imperfect indicators

of the level of Road Safety. Frequently, accidents and injuries

occur as the “worst case” of unsafe operational conditions of

the Road Traffic System. The ETSC (2001) details the reasons

for the need in safety performance indicators as follows;

a. The number of road crashes and injuries is subject to

random fluctuations, where a short term change in the

recorded numbers does not necessary reflect a change in

the underlying, long term expected numbers

b. Reporting of crashes and injuries in official road accident

statistics is incomplete. Thus an observed change in the

number of crashes could merely be a change in the

propensity to report crashes by the police.

c. A count of crashes sometimes says nothing about the

processes that produce crashes. It is, to some extent, a

matter of chance whether a hazardous situation or a near

miss results in a crash or not. It is possible that in spite of

risky conditions, luckily, no accident occurred.

d. In order to develop effective measures to reduce the

number of accidents/injuries it is necessary to understand

the processes that lead to accidents. Safety Performance

indicators can serve this purposes.

Our proposed end-product will serve most of the requirement

outlines above, and is capable of giving more complete picture

of the level of the road safety and can point to the emergence

of developing problems at an early stage, before these

problems( human behaviour, road condition,) show up in the

form of accidents.

It will be beyond the scope of this proposal to consider and

discuss on all the above problems, the interventions and the

associated performance indicators. Only that part of the

problems that are directly relevant to t our product proposal

shall be taken into consideration, namely, speeding/dangerous

driving, driving under the influence of drink/drug for the

purposes of clarification of the System Performance Indicators.

Research Scope

The scope involves two levels of research, viz.,

1st. and most critical shall be the basic research and

development for the Data Analytics and Algorithm,

comprising;

i. Proprietary algorithms associate risk with vehicle

movement and categories of driving to assess driver

safety. This data feed automatically updates the online

reports and analysis available to drivers and fleet

managers through Data Server, thereby reinforcing real

time in-vehicle feedback

ii. The ability to analyze, assess, and grading affords 100

percent visibility into driving behavior and measures what

is happening every minute of every driving hour. It

provides drivers and supervisors insight into the time &

location of risky maneuver and helps them identify trends

in driving behaviors across fleets so that they can provide

“personalized coaching”. Targeting coaching resonates

with drivers and yield sustained improvements. Alternative

solutions, such as conventional classroom training, ride-

along and exception-based video offerings are costly,

inefficient and only offer snapshots of brief moments in

driving time. They do not provide the details of all of the

risky events that happen during any given trip and often

focus on delayed, rather than immediate, feedback.

iii. Our proprietary software tools are provided for viewing

driving data within CDR Server, the main ones being

Driving Circumstances- Numerical & Graphical

representations, Assignment of Credit Points – Appraisal

graph with radar chart, Thumbnails and Search View.

iv. Overview – displaying summarized driving behaviours of

the drivers, and (ii) a „detailed view‟, from a pop-up menu

of additional information (speed, acceleration /

deceleration, braking, cornering maneuver, etc.) and

hyperlinks to other views (video recording, event location,

audit trail)

v. Assignment of credit points provides detailed information

about driving behaviours of a driver including (i) a list of

driving circumstances in bar charts (ii) video images of

risky driving with comments (iii) share of different risky

behaviours in the driving chain, (iv) grading of the driver

providing insight into their risky driving behaviours and

empowering them to “self – correct” and allowing

managers to constructively engage with their employee

who wants to improve and manage who need them

2nd. improvisation of the off the shelf available discreet

hardware that comprises of microprocessors, solid state

components, data registers, energy storage components,

internal clock and intelligent trigger threshold computers -

embedded computers. Improvisation shall include;-

i. incorporation of intelligent accelerometers - high

resolution recording of longitudinal / lateral impacts and

changes in driving direction

ii. incorporation of high resolution cameras for images both

during driving and incidental events like

accidents(including sufficient long recording periods)

iii. include a novel system to tap and draw information from

the engine to proactively advise both the driver and the

management on the engine performance.

iv. Optional I/O for devices like smart phones etc.

v. Procedures for data corruption check & software keys for

data downloading

Expected Start date

The project is expected to be started in September 2013.

Expected completion date

The project will take approximately 18 months to complete and expected to be completed in February 2015. Project Cost The estimated project cost is about RM 6 million. We will contribute about 10% to 15% of the total cost especially for initial cost to start up the project. Project Deliverables

The Project goal will be the delivery of complete prototypes including software, firmware and hardware. The hardware deliverable includes the small, forward-facing camera located

on the vehicle‟s front windshield. Compact and powerful, the dash-mounted system is a perfect fit for any brand or style vehicle, with advanced vision technologies that analyze the road ahead as well as other vehicles. The proposed software are expected to be able to create intelligent reflection on the driving behaviour, which includes driving circumstances- Numerical & graphical representation, assigning due credit points – appraisal graph, radar chart and thumb nail representation – at any point of incidents.

Existing and/or Proposed Collaborative Partners (if applicable) Note: Any local institutions whereby one must be the public IHL Ahli-ahli kolaborasi yang sedia ada dan/atau cadangan ahli-ahli kolaborasi di IPT dengan syaratnya salah satu keahlian mestilah daripada IPTA

1. Prof. Dr. Ishak Aris, Faculty of Engineering, Universiti Putra Malaysia.

2. Suruhanjaya Pengangkutan Awam Darat (SPAD)

Commitment to the project (if any) Komitmen kepada projek

Our commitments to the project are:

To provide financial support for research cost not included in CLM grant if required.

To assign one software engineer, one hardware engineer and two technicians for the research.

To provide vehicle to test the prototype To work with SPAD to install the commercialized

products To work with UPM to further enhance the product or to

create new product

Sebarang pertanyaan/maklumat tambahan boleh diajukan kepada:

URUS SETIA CLM

BAHAGIAN PERANCANGAN KECEMERLANGAN IPT JABATAN PENGAJIAN TINGGI

KEMENTERIAN PENGAJIAN TINGGI ARAS 7, NO.2, MENARA 2 JALAN P5/6, PRESINT 5

62200 PUTRAJAYA NO.TEL.: +603 – 8870 6959

NO. FAKS: +603 – 8870 6867 EMEL: clmbpki@mohe.gov.my