Ottawa Product Management Association - Leaders in commercialization - www.OttawaPMA.org
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Ottawa Product Management Association
Leaders in commercialization
1 www.OttawaPMA.org #OttawaPMA
Tonight’s Agenda
• OPMA Welcome
Andrew Faulkner, OPMA President
• All About YOU!
Opportunities & elevator pitches
• Keynote: AUTONOMOUS VEHICLES AND THE DISRUPTIONS IN TRANSPORTATION
PRODUCTS AND SERVICES
Introduction: Mindy Sichel, OPMA VP Speakers
Speaker: Barrie Kirk, Executive Director, Canadian Automated Vehicles Centre of
Excellence (CAVCOE)
• Networking
2 www.OttawaPMA.org #OttawaPMA
OTTAWA PRODUCT MANAGEMENT
ASSOCIATION (OPMA)
• OPMA is a Not-For-Profit organization
Created as a LinkedIn Group in 2009
Established as a Live Networking Group January 2013
• OPMA runs monthly networking events and an annual ProductCamp
• Funds raised through Sponsorship and event fees (new for 2017/2018)
No salaries or bursaries are paid
All Sponsorship funds are used for effective running of the organization and to
enhance the profession of Product Management in Ottawa-Gatineau
• OPMA is led by an executive team with guidance and governance
provided by a Board of Directors
3 www.OttawaPMA.org #OttawaPMA
OPMA Mission
•Cultivate and promote
Ottawa as a centre for Monthly
Product Mentorship
Commercialization and Camp Events
Product Management
excellence
Knowledge, skills, leadership
and professionalism
4 www.OttawaPMA.org #OttawaPMA
OPMA Membership…we’re well connected
• Growing Membership ~1,000
• All OPMA members have a shared enthusiasm for shaping Ottawa as a
North American Center of Excellence for commercialization
• Membership includes hundreds of product managers, marketing
professionals and executives from many leading companies and
institutions in the Ottawa- Gatineau region
From start-ups to fortune 500 multi-nationals
5 www.OttawaPMA.org #OttawaPMA
OPMA Leadership Team
Hala Hawa
Nicole
PCO 2017 PROJECT
Marketing Manager
MANAGER
Andrew Faulkner
President
6 www.OttawaPMA.org #OttawaPMA
OPMA…the growth continues
6th Year
6 LinkedIn Members
940
47 Events
4,358 Registrations
2,271
Attendees (52%)
7 www.OttawaPMA.org #OttawaPMA July2017
Ottawa ProductCamp by numbers…
breaks all records!
Part of Global
Entrepreneur Week
Scaling-Up Your Business
4th ProductCamp
150 registrations
90 attendees
2 keynotes & 12 Sessions
8 www.OttawaPMA.org #OttawaPMA
OPMA Sponsorship
• Promote Product/Service via OPMA’s mailing
list and Social Media
• Network with Ottawa’s leading companies &
key decision makers
• Be a key contributor to the growth,
development and prosperity of
products/services developed in the Ottawa &
Gatineau region
• Leadership positioning within Ottawa’s Product
Management Community
• Have access to top local Product Management
talent
9 www.OttawaPMA.org #OttawaPMA
GETTING YOUR MESSAGE OUT
• 1,212 Opt-in Subscribers • Website: WWW.OttawaPMA.org
• Regular mailings with Sponsor Logos • Event Promotions
• Over 45 e-blasts sent since June 2013 • Post Meeting Survey
• LinkedIn • Networking Meetings
~1000 group members • ProductCamp Ottawa
Regular announcement and discussions • Mentorship Program
• Twitter: @OttawaPMA
428 Followers, >1,591 tweets
• Facebook
10 www.OttawaPMA.org #OttawaPMAAll About YOU!
Provide your info to
Jonathon or Mindy to have
it distributed to our
membership
11 www.OttawaPMA.org #OttawaPMAProductCamp Ottawa
18Nov •
2017
ProductCamp Ottawa is...
…the ultimate unconference for
product managers and product
marketers in the Ottawa-Gatineau
area
Find out the latest developments,
discover new ideas, and network
with community leaders and peers
• To Submit a Session and
Register…..visit our events
page at
www.ottawaPMA.org
12 www.OttawaPMA.org #OttawaPMASunny Fall Day in Kanata! 13 www.OttawaPMA.org #OttawaPMA
V0.2
The Main Event
“AUTONOMOUS VEHICLES AND THE DISRUPTIONS IN
TRANSPORTATION PRODUCTS AND SERVICES”
Barrie Kirk,
Executive Director, Canadian Automated Vehicles Centre of Excellence
14 www.OttawaPMA.org #OttawaPMAAutonomous Vehicles
and the Disruptions in
Transportation
Products and Services
Barrie Kirk, P.Eng.
Executive Director, Canadian Automated Vehicles Centre of Excellence
Ottawa Product Management Association
October 23, 2017
15 www.OttawaPMA.org #OttawaPMA© John Deering,
Strange Brew
16 www.OttawaPMA.org #OttawaPMA17 www.OttawaPMA.org #OttawaPMA
18 www.OttawaPMA.org #OttawaPMA
CAVCOE Partners 19 www.OttawaPMA.org #OttawaPMA
Agenda
•Status and deployment
•Trends and impacts
•Product / service management
•Conclusions
20 www.OttawaPMA.org #OttawaPMA1898: The Vision
•Nikola Tesla proposed an automated car which, “left
to itself, would perform a great variety of operations
involving something akin to judgement”
Tesla – Man Out of Time; Margaret Cheney
21 www.OttawaPMA.org #OttawaPMANew York City 1900 22 www.OttawaPMA.org #OttawaPMA
New York City 1913 23 www.OttawaPMA.org #OttawaPMA
Deployment Timing
1st gen: now • Commercial, semi-autonomous cars
• Commercial, fully-automated vehicles for
applications in controlled environments
2nd gen: 2020 ± 1 yr • First street-legal, fully-autonomous cars
• Focus on driverless taxis
• Limited capability, limited rollout
2020s • Ramp-up in capability and deployment
• AVs increasing part of total Vehicle
Kilometres Travelled (VKTs)
3rd gen: • Advanced fully-automated vehicles: no
2030s steering wheel, pedals, etc.
24 www.OttawaPMA.org #OttawaPMANavya 25 www.OttawaPMA.org #OttawaPMA
Navya in
Montreal
26 www.OttawaPMA.org #OttawaPMATrial of RDM’s fully-
automated taxis, Milton
Keynes, UK
27 www.OttawaPMA.org #OttawaPMA
27Komatsu:
Fully-Automated Heavy
Hauler
28 www.OttawaPMA.org #OttawaPMA29 www.OttawaPMA.org #OttawaPMA
30 www.OttawaPMA.org #OttawaPMA
31 www.OttawaPMA.org #OttawaPMA
Mercedes-Benz Concept Car 32 www.OttawaPMA.org #OttawaPMA
Fewer Collisions
• AVs have the
potential
to be much safer
than human drivers
• 93% of collisions
involve driver error
• Hopefully, we can
reduce collisions by
80%
Ottawa Citizen
33 www.OttawaPMA.org #OttawaPMAVideo processing, LiDARs, Radars 34 www.OttawaPMA.org #OttawaPMA
• Great goal but unachievable !!!
• All hardware, software fails occasionally
• 7% of collisions have nothing to do with the
driver
Will happen whether a human or computer is driving
• There will be collisions, fatalities, injuries - but
far fewer
35 www.OttawaPMA.org #OttawaPMAAgenda
•Status and deployment
•Trends and impacts
•Product / service management
•Conclusions
36 www.OttawaPMA.org #OttawaPMAAutomated
Vehicles
Connected
Vehicles
Electric
Vehicles
ACE
Vehicles
37 www.OttawaPMA.org #OttawaPMAAutomated
Vehicles
Connected
Vehicles
Electric
Vehicles
Sharing ACES /
Economy Driverless
Taxis
38 www.OttawaPMA.org #OttawaPMATransportation-as-a-Service (TaaS)
• Aka “Mobility-as-a-service”, “Personalized mass transit” or
“Micro-transit”
• Trend away from personal car ownership
To use of fully-automated taxis
• Merging of regular taxi, Uber, car rental and transit business
models
• Call one via smartphone
• Slightly more expensive than premium transit ticket
39 www.OttawaPMA.org #OttawaPMADeployment Challenges
• Cyber-security
• Extreme weather
• Work zones, detours
• Traffic signals AND
police officer
• Pedestrian prediction
• Hand gestures
• Reversing
40 www.OttawaPMA.org #OttawaPMAHacked Jeep Cherokee July 2015 41 www.OttawaPMA.org #OttawaPMA
Deployment: Big Risk Factor
•Regulatory frameworks:
Vehicle standards (Federal)
Vehicle operation (Provincial / State)
Canada last among G7
•Government regulation
Slow pace
Cannot keep up with speed of development of disruptive technologies
Innovation vs safety
Need a government-wide approach
42 www.OttawaPMA.org #OttawaPMAOther Deployment Challenges •Municipal planning for AVs •Insurance •Legal •Ethics 43 www.OttawaPMA.org #OttawaPMA
Impact on Auto Sector
•The auto sector will change more in the next 5-10
years than it has in the last 50
Mary Barra, CEO, General Motors
•ACES will be highly disruptive
•Substantial growth in the transportation service
sector
$10 Trillion market (Morgan Stanley)
•Market for personally-owned cars will decrease
substantially in 2020s
44 www.OttawaPMA.org #OttawaPMAImpact on Auto Sector (2)
•By 2030, most – maybe all – new cars will
be electric
Far fewer moving parts
•Trend towards micro factories
Additive printing, i.e. 3D printing of many car parts
45 www.OttawaPMA.org #OttawaPMACNN •U.S. auto boom that fueled record sales and profits is winding down •Radical transformation that could threaten the survival of some automakers. •Challenge posed by electric and self-driving cars is far more fundamental than 2008 crisis •Automakers investing billions to develop new vehicles 46 www.OttawaPMA.org #OttawaPMA
Ford
•“Our plan is to quickly become part of
the growing transportation services
market, which already accounts for $5.4
trillion in annual revenue”
“Nearly twice as much as the global auto industry brings
in each year”
•Ford invested $1B in ArgoAI
47 www.OttawaPMA.org #OttawaPMAGM
•"A ride sharing network is the logical first place to
deploy driverless technology"
•“Pieces in place to develop ride sharing,
autonomous cars”
Invested $500 million in ride-hailing service Lyft
Acquired self-driving vehicle technology start-up Cruise Automation
Continue to equip new vehicles with high-speed mobile internet
connections
Reuters
48 www.OttawaPMA.org #OttawaPMARelated Trends
•Driverless taxis will be a competitive option for
commuting
•Convergence between automotive, taxi, car-
sharing, transit business models
•Technology companies moving into the auto
sector
Apple, Google, Uber, QNX, RDM
49 www.OttawaPMA.org #OttawaPMADirect Employment Displacement
• Auto-body repair • Lawyers & staff: car
• Auto insurance collision litigation
• Bus drivers • Taxi / Uber drivers
• Courier service • Tow-truck drivers
drivers • Traffic police
• Driving instructors • Transport truck
• Health staff: health drivers
and tissue donation
50 www.OttawaPMA.org #OttawaPMAImpacts on Government
• All levels / most departments
Finance, economy and GDP
Health-care
Hydro
National security
Policies on technology, industry, R&D
Policing
Transit including transit infrastructure
Transportation policies and regulations
Urban planning, housing
51 www.OttawaPMA.org #OttawaPMA©The New Yorker 52 www.OttawaPMA.org #OttawaPMA
First Commandment of AVs
•Thou shalt have no special
infrastructure
Far too expensive
Put all the AI into the vehicles
53 www.OttawaPMA.org #OttawaPMASecond Commandment of AVs
•When AVs have reached a significant level of
penetration, thou shalt optimize the infrastructure
Road design
Parking
Intersections
Urban planning
Charging stations
54 www.OttawaPMA.org #OttawaPMAAnthony Foxx
Former US Transportation Secretary
•“A fully-automated fleet for the
US could provide for a five-fold
increase in highway capacity”
55 www.OttawaPMA.org #OttawaPMAAdvice to Governments, Banks, Etc.
• All requests for financing for new transportation and transit infrastructure should include an
analysis of the impact of AVs on the design and business case
56 www.OttawaPMA.org #OttawaPMAAutonomous Friendly Corridors (AFCs)
• Central North America Trade
Corridor Association (CNATCA)
• Roadway designed for autonomous
trucks
• Air corridor - drones
• Mexico to Canada
• Opportunities for East Coast and
Trans-Canada AFCs
57 www.OttawaPMA.org #OttawaPMAMercedes Benz Future Truck 2025 58 www.OttawaPMA.org #OttawaPMA
Sidewalk Friendly AVs
Dispatch’s ‘Carry’
Starship
59 www.OttawaPMA.org #OttawaPMASidewalk Friendly AVs
Domino’s pizza delivery robot.
60 www.OttawaPMA.org #OttawaPMADelivery Robots 61 www.OttawaPMA.org #OttawaPMA
Delivery Robots 62 www.OttawaPMA.org #OttawaPMA
Delivery Drones 63 www.OttawaPMA.org #OttawaPMA
Delivery Robots 64 www.OttawaPMA.org #OttawaPMA
65 www.OttawaPMA.org #OttawaPMA
Personal Airborne Transportation (PAT) 66 www.OttawaPMA.org #OttawaPMA
Airbus’ Vahana Project (Personal Airborne Transportation) 67 www.OttawaPMA.org #OttawaPMA
68 www.OttawaPMA.org #OttawaPMA
Agenda
•Status and deployment
•Trends and impacts
•Product / service
management
•Conclusions
69 www.OttawaPMA.org #OttawaPMATransit / Transportation: 2020+
•Next 10-20 years will be unlike last years
of 20th Century and early years of 21st
•Business planning based on history
fundamentally flawed
•Lot of uncertainty about years ahead
Best estimate of future better than historical data
70 www.OttawaPMA.org #OttawaPMAWinners •Technology sector: large global market •Mobility service industry: $10T global mkt. •Non-passenger AVs: service, delivery •Electricity generation, distribution •Health-care •Long-haul trucking; local delivery 71 www.OttawaPMA.org #OttawaPMA
72 www.OttawaPMA.org #OttawaPMA
73 www.OttawaPMA.org #OttawaPMA
Winners •Technology sector: large global market •Mobility service industry: $10T global mkt. •Non-passenger AVs: service, delivery •Electricity generation, distribution •Health-care •Long-haul trucking; local delivery 74 www.OttawaPMA.org #OttawaPMA
Biggest Winner
•Data is the new oil
•Each AV:
Terabytes of data to be harvested
Processed with big data, analytics
Monetized
•One estimate: data from each AV is worth 3x
value of car
75 www.OttawaPMA.org #OttawaPMALosers •Significant human cost = social unrest •Auto manufacturing: OEMs, Tier 1 and 2s •Auto insurance •Car dealers, service operations •Oil / pipeline industry; gas stations •Parking •Taxis, rental cars 76 www.OttawaPMA.org #OttawaPMA
Looking Further Ahead….
•When data shows that computers are
safer drivers:
Human drivers banned
Very controversial!
77 www.OttawaPMA.org #OttawaPMAAgenda
•Status and deployment
•Trends and impacts
•Product / service
management
•Conclusions
78 www.OttawaPMA.org #OttawaPMAConclusions
•AVs will lead to huge, disruptive
changes to our personal lives and
society
Key benefit: computers will be much better
drivers than humans
Major global business opportunities
•Changes to our world will start in
2020
By 2030, our lives, cities will be very different
79 www.OttawaPMA.org #OttawaPMAFollow-up
•Barrie Kirk
bkirk@cavcoe.com
613-271-1657
•www.cavcoe.com
Latest issue of AV Update, a free monthly
newsletter with news on AVs from around the
world
Subscription link
80 www.OttawaPMA.org #OttawaPMAThanks for coming tonight! Call to action: •Fill out our survey; your feedback really matters! •Register for ProductCamp and our December event (Monday Dec 11th) •Networking in the lobby until 9 pm 81 www.OttawaPMA.org #OttawaPMA
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