Northwestern Kellogg School of Management Team: PurpleSpring

1. Northwestern Kellogg School of ManagementTeam: PurpleSpring Mike Lencioni Cody Lindman Hari Uggini Viveka Nalluri

2. Semi AV Personas & Use Cases Personas Use Cases Team: PurpleSpring | Northwestern Kellogg School of Management

3. Key Opportunities for Cisco in Semi AV Segment In Semi AV segment, Cisco has the opportunity to provide value to consumer via: • Networking Equipment • Secure software • Data analytics and Machine Learning Algorithms Three key personas that will benefit from offerings centered on above: “Driver Dave”, “Insurance Goliath”, and “Efficient Government” Team: PurpleSpring | Northwestern Kellogg School of Management

4. Connectivity – Vehicle to Cloud Use Geo tagging to identify city issues (potholes, obstacles on road, nonfunctional streetlights etc.), or traffic accident and create work orders or alert first responders automatically Use cases  • Government and Drivers: People who value safety, we will sell a product that will help prevent road accidents, protect occupants, and respond when accidents occur • Government, Drivers, and Fleet Owners: Automatically identify upcoming issues, check for free service bays in nearby maintenance shops and create appointments for drop-offs Team: PurpleSpring | Northwestern Kellogg School of Management

5. Connectivity: Cisco's Role • Cisco should design and manufacture • A central unit to connect the sensors in the vehicle to the computer and internet • Software and devices that exceed cyber security standards to connect the devices to the internet and other devices  • Software and devices that ensures the car is always connected to the internet, other cars, and GPS • Data handling, processing, and analysis • With increased adoption of Semi AVs there is an ever-increasing need for vehicle components that can operate with minimal power consumption. This is an area where Cisco could allocate resources for research and development.  Team: PurpleSpring | Northwestern Kellogg School of Management

6. Data from the Internet of Things (IoT) • “The future IoT will be extremely populated by huge quantities of heterogeneous networked embedded devices, which will produce a deluge of data” • “While new sensor, mobile and wireless technologies are driving the evolution of the internet of things (IoT), the true business value of the IoT lies in big data analytics rather than hardware novelties.” Use Cases:  • Marketing: Marketing Analytics for firms and advertisers • Information Sharing: Facilitate consumers to better  their driving habits • Improved Experience: Enhanced routing and traffic guidance • Reporting: Better understanding of what causes accidents and how they can be prevented • Insurance: Enable customized / individualized insurance by the trip or based on habits  Team: PurpleSpring | Northwestern Kellogg School of Management

7. Data: Personas Persona 1: Government Agencies • Current data from vehicle accidents is incomplete. Improved data from connected vehicles can help government agencies and engineering firms better understand the leading causes of vehicular accidents, allowing them to better design solutions.  Persona 2: Drivers • Drivers will benefit from the ability to review and better understand their driving habits. AI and machine learning can use predictive algorithms to help drivers better understand the risks caused by their habits, and ways to improve them.  Persona 3: Insurance Companies • Data from connected vehicles can be used by insurance companies to tailor insurance to the individual driver, or the individual trip, by gathering data on their habits, the amount of driving they do, the locations they drive, and other factors. Persona 4: Third Party Application Vendors • As an example, map applications (e.g. Google Maps) will be able to use data from all of the cars on the road (e.g. current position and destination), infrastructure (e.g. traffic signals), and other devices (e.g. weather), to better predict the best route based on current, and changing conditions. Team: PurpleSpring | Northwestern Kellogg School of Management

8. Data: Cisco’s Role • Cisco will benefit through selling technology to cloud storage and analytics and connected device vendors, as they do today. Improved demand in this area is an opportunity for Cisco to continue to sell the products they already produce. Cisco should work to ensure their processes are scalable for this increased level of demand.  • Cisco should position itself as at least a partial owner of the data flowing through its network. Even if the data is anonymized when it reaches Cisco, there is tremendous potential to resell the wealth of data to interested 3rd parties. This provides an increased opportunity for Cisco to offer SaaS and subscription services.  Team: PurpleSpring | Northwestern Kellogg School of Management

9. Network Security • Connectivity and data are only valuable if you can protect it • Network security combines multiple layers of defenses at the edge and in the network. Each network security layer implements policies and controls. Authorized users gain access to network resources, but malicious actors are blocked from carrying out exploits and threats. • As the amount of data increases, security becomes more important Network Security: Cisco's Role • Cisco should design and manufacture a central control unit that provides network security and firewalls to every device on the vehicle network • Cisco could be the secure data center provider for all of their data customers • Cisco already offers unified threat management (UTM) devices and threat-focused next-generation firewalls Team: PurpleSpring | Northwestern Kellogg School of Management

10. Appendix: Monetizing Car DataNew service business opportunities to create new customer benefits Team: PurpleSpring | Northwestern Kellogg School of Management

11. Appendix: NHTSA Fatality analysis reporting system (2017 Fatalities by Cause) Team: PurpleSpring | Northwestern Kellogg School of Management