1. technology, marketing, and thefuture of the car marketCarl Benz AcademyNathan Garrett, PhDslides available on http://profgarrett.comCreative Commons by-sa 2.0.

2. Why does an IT guy havesomething to say about cars? 3. Cars areITCodeSecurityControlExtensibilityPro/AmStorytellingNewplatformsYourResponseOpenTransparentDataSelf-critical 4. How much codedoes this car have?Linux: 10mWindows: 50mBoeing 787 Avionics: 6.5mF-35 Avionics: 6m$10 per line of codeSource: http://www.germancarforum.com/community/threads/modern-luxury-vehicles-claimed-to-feature-more-software-than-a-fighter-jet.28387/Source: http://spectrum.ieee.org/green-tech/advanced-cars/this-car-runs-on-code 5. Software has cost implications Software is10-15% ofelectronics cost Half of warranteecosts involveelectronicsYear Cost of Electronics1970 5%2005 15%Current Hybrids 45%Current Premium 35-40%2020 Gas 50%2020 Hybrids 80%Source: http://spectrum.ieee.org/green-tech/advanced-cars/this-car-runs-on-code/0 6. Software has security implications Trusted network Accessible through: Radio / MP3 OBD-II Connector Tire sensors OnStar Bluetooth Telematics Applications Control Readouts Crash ECU Brakes Wipers AirbagsSource: http://arstechnica.com/security/2010/05/car-hacks-could-turn-commutes-into-a-scene-from-speed/Source: http://www.autosec.org/pubs/cars-oakland2010.pdf 7. The real threat?Source: http://en.wikipedia.org/wiki/Call_centerSource: Dell Sandisk, http://accessories.us.dell.com/sna/productdetail.aspx?c=us&l=en&s=dhs&cs=19&sku=A2506672 8. Software has control implications 9. Theres like an anxiety that Im not using all the greatfeatures on my car because its too difficult I cant figureout how to get to the right screen then you give up, like,Jeez, I just want to get to a radio station.. Its definitelyuser error.- http://www.wired.com/autopia/2013/04/car-tech-failing/ 10. Software as a serviceSource: http://www.wired.com/autopia/2013/03/automatic-car/ 11. http://futureofcarsharing.com/ 12. http://futureofcarsharing.com/ 13. http://futureofcarsharing.com/ 14. Software has data implications Black Box laws in US 15. How does this changeautomobile marketing? 16. You now havean ongoingrelationshipwith yourpro/amconsumer 17. Professional/Amateur Influencers Blogs,Forums,Social Media SharedOwnership Re-useSee http://www.useit.com/alertbox/participation_inequality.html 18. Why do Pro/Am Generate Content? Actualize themselves with your brand Social goals Admired Adored Respected 19. Unexpected / Shared Ownershiphttp://www.youtube.com/watch?v=hKoB0MHVBvM 20. Shared Ownership 21. Who are the new pro/am? 22. Online Communication Style Authentic & Immediate Data-driven (visual, video, info-graph) Easily sharable & digestable Dont use marketing polish 23. http://mashable.com/2013/02/27/buying-a-car/ 24. http://advrider.com/ 25. http://upload.wikimedia.org/wikipedia/commons/thumb/1/13/BMW_R1200GS_track.jpg/800px-BMW_R1200GS_track.jpghttp://upload.wikimedia.org/wikipedia/commons/thumb/5/5d/BMW_R1200GS_fully_kitted.jpg/541px-BMW_R1200GS_fully_kitted.jpg 26. http://www.harley-davidson-hangout.com/forum/hdrcgb-virtual-rally/96474-russia-mongolia-kazakhstan-sportster-no-not-bmw.html 27. http://www.advrider.com/forums/showthread.php?t=681994&page=20http://www.advrider.com/forums/showthread.php?t=681994&page=115 28. http://www.motosapiens.org/forum/viewforum.php?f=36 29. http://www.motosapiens.org/forum/viewtopic.php?f=36&t=336&sid=b3a288988264dae4984e3fe08d2d3496 30. http://www.motosapiens.org/forum/viewtopic.php?f=36&t=345 31. http://www.motosapiens.org/forum/viewtopic.php?f=36&t=336&sid=b3a288988264dae4984e3fe08d2d3496 32. http://www.motosapiens.org/forum/viewtopic.php?f=36&t=345 33. http://www.motosapiens.o 34. Cadillac ATS vs the World 35. When influencers tell a story,how do you respond? 36. Its not always the story you wantWe paved the prairies, wedeforested the hillsWe strip-mined ourmountains, and sold ourselvesfor oilTo bring you this beautifulmachine, so you can finallydriveto see whats left out ofwilderness, and now that werehereWe cant get out of the car.America 2006 - the ultimate 37. http://www.nytimes.com/2013/02/10/automobiles/stalled-on-the-ev-highway.html 38. http://www.teslamotors.com/blog/most-peculiar-test-drive 39. http://www.teslamotors.com/blog/most-peculiar-test-drive 40. http://www.teslamotors.com/blog/most-peculiar-test-drive 41. http://www.teslamotors.com/blog/most-peculiar-test-drive 42. http://wheels.blogs.nytimes.com/2013/02/14/that-tesla-data-what-it-says-and-what-it-doesnt/NY Times Response 43. TimelineJan 24, TestdriveFeb 8, NYTimesArticleFeb 11,TweetFeb 12, Blogpost withdataFeb 14,TimeResponse 44. http://www.forbes.com/sites/joannmuller/2013/02/26/elon-musk-bad-review-in-new-york-times-cost-tesla-100-million/ 45. http://money.cnn.com/2013/05/13/autos/tesla-sales-bmw-mercedes-audi/index.html 46. Re-use Fan page for Louis Vuitton Louis Vuitton Art of Travel 47. Emerging Areas Virtual Worlds Consumer-generated content Pictures Videos 48. http://www.wired.com/underwire/?p=139778 49. http://westeroscraft.com/gallery/m/12700539/detail/126943#pid=1163953 50. http://westeroscraft.com/gallery/m/12700539/detail/126943#pid=1163967 51. http://www.wired.com/underwire/2013/03/westeroscraft-game-thrones-minecraft/2/ 52. What can you dowith a F.B. Page?Heinz KetchupLouis Vuitton 53. Conclusion Cars are IT Pro/am are the new influencers Use a modern communication style