Product Analysis and Evaluation (Draft 2)

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, which includes cornering, hard braking, and phone utilization during driving.
Using sensor technology installed in phones, location data, route synchronisation, and driving performance feedback can be garnered. These raw data is thereafter processed by algorithms expertly developed to map out the standards of data to match safety requirements. Finally, the results are converted to incentives through the scoreboard ranking. Insurance companies can incentivize excellent drivers with monetary rewards.
Drivewell has managed to secure its unique product positioning in the niche telematics market despite the emergence of competitors, through constant enhancement and evaluation across pilot programs (Beauchamp, 2017). Insurance companies have disclosed reports that the app has managed to reduce 30% in phone distraction, 20% in hard braking, and 20% in at-risk speeding within a 30 days usage timespan. Furthermore, this product raises safety awareness in drivers via 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), the algorithms designed facilitates Drivewell in interpreting data input from the vehicle sensors. The input sources of data comprise of implanted or embedded vehicular mobile sensors, the Drivewell wireless tag, OEM (original equipment manufacturer), as well as the OBD-II (on board diagnostics). Adapters such as ODBLink LX, at the size of 5x4.5x2.3 cm (approximately the size of an optical mouse) can transmit data (e.g. RPM, speed, pedal position) via Bluetooth to the respective OBDLink app on smartphones (OBDLink, n.d.). This technological approach of tapping onto a variety of sources improves the integrity and reliability of the data.
Another prominent feature includes the incentivizing of proper driving behavior by the means of analytics synchronized real-time to appraise driving performance against other drivers. This reward factor fuels motivation to adopt safe driving practices and avoid reckless acts, principally the checking of phone messages or responding to calls.
However on the downside, drivers may neither be tech-savvy nor may they own fitter smartphone models compatible with the features in the app. On top of this, reviews on Google Play store reveal a lack of instructions to obtain the Drivewell authentication token necessary to synchronize with the app (Google Play, n.d.) and this can lead to confusion and frustration on the installation procedures.
In conclusion, 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 with Drivewell where driving can be revolutionalised into an interactive and informative experience for 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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