SAP, BMW research project will connect drivers with real-time offers and services

The prototype was announced in conjunction with the Mobile World Congress event in Barcelona

SAP and BMW are working on a system that connects drivers with real-time offers and services.
SAP and BMW are working on a system that connects drivers with real-time offers and services.

SAP and BMW have created a prototype that uses SAP's HANA in-memory database platform to send personalized services and offers to people as they drive around in their cars.

"Imagine your car advising you where to fill up, and inviting you to a free cup of coffee," a narrator intones in a promotional video released for Wednesday's announcement in conjunction with the Mobile World Congress event in Barcelona. "And all you need to do is agree and the navigation system takes you there."

The system could also provide real-time advice to drivers on where to find an available parking spot, or whether there is time between appointments to fit in a round of golf, according to the video.

Drivers will be able to minimize distractions by throttling the number of offers on display, which come from a virtual marketplace powered by SAP's software.

BMW's ConnectedDrive system "securely and anonymously" matches the offers with the driver's preferences, according to the video.

It wasn't immediately clear when the project would emerge from the research labs as a commercial product.

SAP and BMW's venture ties into the Internet of Things trend, wherein devices and sensors communicate with each other as well as with humans. The Internet of Things is moving "from abstract concept to a living and breathing machine-to-machine mesh network interfaced with humanity," according to a recent report from Constellation Research.

The world is seeing the onset of "big data business models," said analyst Ray Wang, founder and chairman of Constellation Research, in an interview.

Imagine if your car could make offers to gas stations, Wang added. You might be willing to pay US$1 a month for an application that could alert you to the closet gas stations based on your preferred criteria such as the availability of diesel fuel or a bathroom, he said. In turn, the gas station might pay $50,000 a year to send advertisements and offers to drivers through a virtual marketplace like the one SAP is developing.

"The money is in the data," Wang said.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in