Product Analysis and Design (Draft- 13 Oct 2017)

DRIVEWELL- CAMBRIDGE MOBILE TELEMATICS (CMT)

Pursuant to Matheson (2016), a driving analytics mobile app named Drivewell, which was developed by Cambridge Mobile Telematics (CMT), promotes safe driving habits on the road. This app is designed to identify, record, and analyse behavioral patterns of drivers, including cornering, hard braking, and phone utilization during driving.

Using sensor technology installed in phones, location data, routes, and driving performance feedback can be garnered. This raw data is thereafter processed by algorithms expertly developed and finally the results are converted to incentives for safe driving. These incentives can be employed by organisations as marketing strategies. The use of this app is also complemented with a wireless tag attached in the vehicle body which raises the effectiveness of detecting potential collisions.

Drivewell has managed to secure its unique product positioning in the telematics market despite the emergence of competitors in this niche through constant enhancement and evaluation across pilot programs (Beauchamp, 2017 ). Since the launch of these programs, statistics have shown that safe driving records has peaked by 30 percent across a safe driving contest in Africa. Insurance companies have disclosed that the app has managed to reduce phone distraction by 30%, 20% in hard braking as 20% in at-risk speeding within a 30 days usage milestone. Furthermore, this product raises safety awareness in drivers via mainly returning feedback on their driving in the form of personalized scoring on a leaderboard.

With a rising concern on safe driving habits (“How to save phone-using motorists from themselves,” 2015), Drivewell has been designed with algorithms that analyse the data garnered from various sources. Data is retrieved from the mobile sensors, the Drivewell tag, OEM (original equipment manufacturer), as well as the OBD-II (on board diagnostics), which are devices embedded or implanted in the vehicles. Adapters such as ODBLink LX, at the size of 5x4.5x2.3 cm (approximately the size of an optical mouse) can transfer data (e.g. RPM, speed, pedal position) via Bluetooth to the respective OBDLink app on smartphones (OBDLink, n.d.).  Tapping onto a variety of sources improves the integrity and reliability of the data.

Another prominent feature includes the incentivizing of proper driving behavior. Through analytics integrated in locational context and real data synchronized to appraise driving performance against other drivers. This reward factor fuels motivation to be more aware during driving and avoid reckless acts of checking phone messages.

However on the downside, drivers may neither be tech-savvy nor may they own fitter smartphone models compatible with the features in the app, naturally ruling themselves out from the market audience. On top of this, reviews on the Google Play store reveal a lack of instructions to obtain the Drivewell token necessary to synchronize with the app (Google Play, n.d.). There were no instructions provided to users on how to access or register for this app and this could translate to frustration and confusion.

The need for drivers to heed traffic rules and abide with safe or defensive driving is one which is crucial, necessary, and imperative (“Singapore drivers 'frustrated, stressed' with road conditions, 2016). Making safety an utmost factor on the road can be attained with the adoption of Drivewell. Driving can therefore be revolutionalised into an interactive, informative, and improvement-inducing experience for one and all.

References

Beauchamp, S. (2017, April 13). CMT named finalist in “Best Insurance Telematics Product and Service” category for the 2017 TU-Automotive Awards. Retrieved from https://www.cmtelematics.com/blog/cmt-is-finalist-for-best-insurance-telematics-product-and-service-category-for-the-2017-tu-automotive-awards/

Channel NewsAsia. (2016, January 20). Singapore drivers 'frustrated, stressed' with road conditions: Survey. Retrieved October 08, 2017, from http://www.channelnewsasia.com/news/singapore/singapore-drivers-frustrated-stressed-with-road-conditions-surve-8221944

Read more at http://www.channelnewsasia.com/news/singapore/singapore-drivers-frustrated-stressed-with-road-conditions-surve-8221944

Google Play. (n.d.) Drivewell [Google Play app]. Retrieved October 08, 2017, from https://play.google.com/store/apps/details?id=com.cmtelematics.drivewell&hl=en

How to save phone-using motorists from themselves. (2015, April 25). Retrieved from https://www.economist.com/news/science-and-technology/21648999-how-save-phone-using-motorists-themselves-driven-distraction

Matheson, R. (2016, January 5). Smarter driving, using your phone. Retrieved from http://news.mit.edu/2016/startup-smartphone-app-safe-driving-0105

OBDLink. (n.d.) OBDLink LX Bluetooth. Retrieved October 08, 2017, from http://www.obdlink.com/lxbt/