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/
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