Project Wily CoyoteThe Roadrunner System

Team WilyAmer Bukhari, Bosco Lau, Kelvin Chiu, Candy Tang, Derek Leung, Sumi Cheung

Introduction

The story starts…• One of group mates needed to arrange renewal of the third party

insurance of his 7-seater private car• He is…

• more than 10-yr driving experience• no accident nor claims record• 30+ years old• 2nd car• only drive 1-2 times per week

• Premium quoted by insurer: HK$4k per annum• He thinks insurer charged him too high

Market Observations

• Third Party Liability Insurance...compulsory for licensed vehicles• Average premium for private car is about HK$3k in 2009

Source: Office of the Commissioner of Insurance

Market Observations

Risk assessment criteria How relevance to risk? Considered?

Driver’s particulars

Age Highest risk age group: 20-29 Yes

Gender Casualties rate:

Male 3.6 per 1000 *

Female 1.8 per 1000 *

Yes

Occupation High risk occupation: Logistics, construction, engineering, security.

Yes

Claims history NCB (Non-claims bonus) Yes

Vehicle’s particulars

Make/Model Powerful car vs saloon Yes

Price Only applicable for comprehensive insurance Yes

Driving attributes

Frequency of car usage - Business use vs personal use

- Mileage

Partial

Date/time of car usage accident rate doubles*: 17:00-19:00, Saturdays No

Normal average speed >10% fatal accident is due to speeding * No

Driving locations Higher risk locations: Yau Tsim Mong, Shatin, Kowloon City *

No

* Transport Dept, HKSAR - Road Traffic Accident Statistics 2008

Fill the Gap

• New Product Development• The Roadrunner System

✔ ✔

Adverse Selection Effect

• Solve asymmetric information with objective verification

• Riskier drivers, higher premium

• Set price ceiling towards risky drivers

• Qualitative drivers are attracted to purchase comprehensive policy

Balance avoidance of adverse selection against the potential business from people who seek higher coverage

Market Need List / Features

• Privacy vs high accuracy tracking – a configurable system

Party Needs Priority Features

Insurer Mileage ★★★★★ Odometer / process Geo data

Districts covered ★★★★★ Process Geo data

Speed ★★ Process Geo data

Easy collection ★★★★ Wireless comm. Of data

3rd party access ★★★★ Common platform

Low Cost/Maintenance ★★★★★ Off the shelf component

Risky Analysis ★★★ Data processing capability

Driver Privacy ★★★★★ Filter/Hide location tracking

No need to go to garage ★★★★★ Wireless comm. Of data

Cost covers insurance ★★★★★ Cost benefit

Logistics Real time location tracking ★★★★ Location tracking (high accuracy)

Car Rental Recovery ★★★★★ Location tracking (on demand)

Banks Recovery ★★★★★ Location tracking (on demand)

Scope of ProjectScope of Project - Roadrunner

Product Description •A low cost, configurable device to collect vehicle information including, GPS location, mileage, speed•Wireless communication of data, configuration & software updates to and from central server•A common platform for access of the information

Key Business Goals More profit for insurers, high market transparency, lower cost for low risk drivers

Primary Markets Insurance companies, drivers

Secondary Markets Commercial sector:Car rental companiesLogistics companies with fleet of vehiclesBanks

Assumption •Relatively new market, few competitors / existing product & service•Configurable services to expand secondary markets

Stakeholders Manufacturers, mobile operators, internet providers, drivers, insurance companies

Product Concepts - Data Collection & Storage

• Data Collection– Raw data

• GPS location (32bit x 2)

• System clock (32bit)

– Derivative information• Distance travelled(Δ location / time)

• Speed (distance / time)

• Time (day vs night)

• Data Storage– 512MB [31 x 86,400 x (96 / 16) byte ≈ 15MB ]

• Batch update (e.g. once per month)

Δx

Δy

(x1,y1)

(x2,y2)

Δz

Time (X,Y)

10:42.00 110,223

10:42:15 113,225

10:42:30 114,230

… …

Product Concepts - Communication Process

• 2 way communication

• BlackBox Server– Mileage

– Traffic blackspots info

– Speed

– Geo-location

– Depends on configuration

• BlackBox Server– Update configuration

– Update software

Design Overview

Product ConceptsGeo-location vs Privacy Issue – A Solution

• What is the objective?– Insurers : risk assessment

– Exact geo-location NOT required

– Geo-location mapping to risk value e.g. 1 to 5

– Solution : score based system

– Server updates BlackBox with reference location & scores

– BlackBox sends cumulative score

Product Concepts - BlackBox

• Technology– Convenient data collection

• GPS, wireless 3G, battery powered (car & backup)

• Software configurable, updatable via wireless network

• Platform– Stability, cost & easy to maintain

• Off the shelf components (ARM, Android)

• Physical– Easy to install

• Benchmark: IPhone 3GS – small size

• PCB board : 105mm (l) x 60mm (w)

– Tamper proof, withstand extreme weather conditions• Durable casing, water-proof, tamper-proof

– Design• Functional, visual appeal not necessary

Product Concepts - Central Server

• Hardware– Intel based server

• Capability– Web & database server (Apache, MySQL)– Redundancy backup (multiple machines)

• Connectivity– Datacenter rack (co-location)– Gigabit Ethernet (24/7 Internet Connectivity)

• Software– Open standard (http, XML)– Customized web application (Google Map)– Remote configure BlackBox via web interface– User authentication access

Cost breakdown – iPhone Benchmark

Source: http://www.isuppli.com/Pages/Home.aspx

Component descriptions USDFlash memory NAND, 1GB, MLC 1.50 Application processor, ARM core, Package on package 14.46 Baseband HSDPDual ARM 926 and ARM7Core 13.00 SD RAM-Mobile DDR, 1GB package on package (Mounted on application processor) 4.25 Memory MCP 128mb NOR Flash and 512Mb mobile DDR 3.65 RF transceiver Qual band GSM/EDGE, Tri band WCDMA/HSOPA 130mm RF CMOS 2.80 GPS receiver single chip, 0.13um, with integrated Front-end RF, PLL, PM correlator engineand host control interface

2.25

Power IC FR function 1.25 FEM Quad band GSM, Tri band UMTS Antenna Switch and Quad band GSM RX RF SAW Filters 1.35 Power IC FR Application Processor function 1.30 Misc electrical components (small Ics, Discrete semiconductors passives, etc) 8.15 Misc electrical components (connectors, acoustics, antennas,etc) 3.75 PCBs 3.30 Misc Mechanical components (Plastics, Metals, Hardwares, Shielding, insulation, etc) 6.20 Battery (500mAh, 3.7V) 2.00 Main enclosure housing (Machined Aluminum unibody) 2.80 Total BOM 72.01 Manufacturing cost 10.00 Cost for the device 82.01

Fixed cost for start up:3 Central servers 7,692 Open source website development 25,641

33,333

CPU /Memory

Communications

Others

Product Cost Analysis

Component of the blackbox is similar to a smart phone. Major investment cost includes the software development for mileage & position tracking and central servers

Cost component USDFixed cost:

One time Set up cost 33,333 Server rack space rental (per year) 1,282

Variable cost:Product unit cost 82 50MB data transfer (per blackbox per year) 135

Product cost analysis

• Pricing structure• 35% margin over cost

• Mobile network cost ranges from US$135/yr to US$610/yr based on consumer prices

• US$110 up-front cost for the device

• Rebate given on the following year insurance (Lock in)

• Plan 1 - Standard• US$180 per year

• 20% of typical insurance premium

• Plan 2 – High accuracy location tracking• US$820 per year

• Value added serviceNote: If we can enough subscribers, we can ask for bulk discount

from network provider to lower the running cost

Pricing Model (example)

Marketing – Wily Coyote

• Planning– Articulation of Market Opportunity

– Defining Market Segments

• Concept Development– Collecting Consumer Needs

– Identification of Lead Users (Target Marketing)

– Identification of Competitive Products

• System-Level Design– Plan for Product Options and Extending Product Family

• Kill switch for starting Vehicle

• Camera to record the moment of a vehicles collision or impact

• Low-jack device in the case it was lost or stolen

– Setting Target Sales Price Points

Marketing – Wily Coyote (Cont’d)

• Detail Design– Marketing Plan

• Testing and Refinement– Developing Promotion and Launch Materials

– Facilitating Field Testing

• Production Ramp-up– Placing Early Production with Key Customers

• Advertising

Target MarketingMarket 1 - Driving pattern information driven:

Target MarketingMarket 2 - Geo-location information driven:

Target MarketingMarket 3 - Distance information driven:

Target MarketingMarket 4- Speed information driven:

Q & A