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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Hey #VANESSAMITCHELL , It's an awesome article and here you have written in well rather than me, which I wrote on my #DigitalMarketingBlo...

Momenul Ahmad

Predictions: 9 digital marketing trends for 2019

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Thanks for sharing the strategies ! :)

Isabella Richardson

Marketing the most of martech for revenue and CX

Read more

Glad to be a part of this informative post... Thanks for sharing this useful info!!! It is very important to stay updated about the lates...

Aaron Alexis

Predictions: 9 digital marketing trends for 2019

Read more

What the hell is with the "He claims, he claims, he claims" nonsense? That's just not good reporting.

Armaan Alfares

Marketers aren't investing enough in direct response and customer data

Read more

Latest Podcast

More podcasts

Sign in