Transcript BMW Group ITRC May 29, 2008 Page 1 Collaborative innovation between Automotive and IT industry. Dr.

BMW Group
ITRC
May 29, 2008
Page 1
Collaborative innovation between
Automotive and IT industry.
Dr. Joachim G. Taiber
Information Technology Research Center
BMW Group
ITRC
May 29, 2008
Page 2
BMW Group.
Innovative brands.
BMW Group
ITRC
May 29, 2008
Page 3
Innovation by IT.
IT is an innovation factor both in the vehicle
and in automotive business processes.
BMW Group
ITRC
May 29, 2008
Page 4
The digital lifestyle.
IT is impacting our personal and business
lifestyle.
BMW Group
ITRC
May 29, 2008
Page 5
The traditional Automotive supply chain.
Is part oriented and IT is used to optimize
the supply chain processes.
Source: Activplant
BMW Group
ITRC
May 29, 2008
Page 6
The new Automotive supply chain.
Is used to deliver software, IT services and
digital content to the “connected vehicle”.
Telediagnostics
Access to corporate data
and applications/services in the
corporate network
Location based
services
The “connected vehicle”
Mobile payment for
digital content, software
and IT services
Access to public data/
application/services in
an personalized rendering
format in the cloud
Access to private data/applications/services
in the home network
BMW Group
ITRC
May 29, 2008
Page 7
The new role of the enterprise IT.
The enterprise IT becomes a critical element
in delivering services to the “connected vehicle”
The “connected vehicle”
Enterprise IT as
“corporate cloud”
mutual
Access to corporate IT services
(vehicle diagnostics, customer data,
hosted services for the customer,
provider of trusted digital content
and software, vehicle related data)
Homenetwork as
“private cloud”
WWW as
“public cloud”
dependency
Access to vehicle systems and
onboard information
Connected devices
Access to driver specific data and
device-specific applications and
services
BMW Group
ITRC
May 29, 2008
Page 8
The new innovation partnership.
Business and IT as innovation partners.
Source: Gartner
BMW Group
ITRC
May 29, 2008
Page 9
BMW Group‘s approach to innovate via IT.
Active Innovation Management (AIM).
The main goals of AIM are:
• To identify co-related business and IT innovations at an
early stage
• To assess the potential of these innovations in close
collaboration between business and IT
• To assign innovation projects to suitable research locations
• To transfer innovations to working solutions in the business
BMW Group
ITRC
May 29, 2008
Page 10
Active Innovation Management.
Key issues addressed by AIM.
AIM is trying to reach the main goals by:
• Implementing cross-functional IT scouting
• Cooperation with innovative IT companies
• Defining IT research focus areas
• Bundling resources to work on IT innovations
BMW Group
ITRC
May 29, 2008
Page 11
The Information Technology Research Center.
ITRC is used as a location for AIM.
IT data center
IT research facility
BMW Group
ITRC
May 29, 2008
Page 12
BMW Group‘s innovation network in the USA.
The ITRC is the latest node in the innovation
network.
Technology Office
Palo Alto
Design Works
Newbury Park
ITRC
Greenville
BMW Group
ITRC
May 29, 2008
Page 13
The BMW plant.
The ITRC is located close to the BMW plant.
BMW Group
ITRC
May 29, 2008
Page 14
BMW‘s partnership with Clemson University.
The International Center of Automotive
Research (Groundbreaking in 2003).
BMW Group
ITRC
May 29, 2008
Page 15
BMW‘s partnership with Clemson University.
The ITRC was the first building on ICAR (2005).
ICAR: International Center of Automotive Research
BMW Group
ITRC
May 29, 2008
Page 16
BMW‘s footprint on ICAR.
ITRC and Graduate Engineering Center (GEC).
GEC
ITRC
Quelle: CU-ICAR
BMW Group
ITRC
May 29, 2008
Page 17
The challenge in 2005.
Establish the ITRC as innovation platform both
for business & IT.
Respected project
partner of Business
& IT within BMW
1st class address
for IT industry to
work with
2005
Build the network,
fill the project
pipeline, prepare
operations, test
concept with small
projects
2006
Implement projects,
start offering research
services, negotiate
research partner
agreements, position
ITRC
Excellent relationship with ClemsonGEC
2007
Transition from
start-up phase into
ITRC
operational mode,
settle framework &
processes
2008 ff
Establish the ITRC as
permanent innovation
platform for Business
& IT within the BMW
Group organization
BMW Group
ITRC
May 29, 2008
Page 18
The Information Technology Research Center.
What is the value contribution of the ITRC?
Increase the agility of the
business and IT by doing joint
research with IT vendors
Support the convergence of
Vehicle IT and Business IT
Strengthen BMW Group’s
capability to work crossfunctionally and distributed
Let BMW Group leverage on
the powerful and innovative
North American IT industry
Help ICAR to get a world-class
player both in academia and
industry
Bridging the worlds
of Automotive Engineering
and Information Technology
Driven by BMW Group’s
business needs
Driven by academia’s
research interests
ITRC
Driven by IT supplier’s
innovations
Driven by short- to
midterm implementation
opportunities (1-3 years)
BMW-internal
departments
1st class national and
international universities
Identifies, helps initialize and
supports ITRC projects and
integrates project partners
Main campus
IT Research Office
ICAR
The Information Technology Research Center.
A US-based IT innovation platform.
Provides a virtual and physical
collaboration platform
BMW Group
ITRC
May 29, 2008
Page 19
AIM focus areas
IT partner companies*
*current list of partnerships in IT research includes Apple, CA, Cisco, HP, IBM, Intel, MS, Oracle, SAP, Sprint
BMW Group
ITRC
May 29, 2008
Page 20
Active Innovation Management.
IT research areas.
•
•
•
•
•
•
•
•
•
•
•
Emerging technologies & trends
Data management
Collaboration
Car2infrastructure
High Performance Computing
Security & Privacy
Portals & site technology
Virtualization including servers & storage
Mobile & wireless technologies
Media & communication
Consumer electronics & entertainment
BMW Group
ITRC
May 29, 2008
Page 21
The Information Technology Research Center.
Mutual benefits & key success factors in a
collaborative research approach.
Primary benefits for ITRC partner
Early involvement in research and build
project activities of strategic relevance
Primary benefits for BMW Group
Improved access to key knowledge by
working with US-based IT companies on
US ground
Improved involvement of the US R&D and
project service organization by assigning
US-based key experts to ITRC projects
Acceleration of adoption of new IT methods
and standards into the BMW Group
Lower project cost due to US location
versus overseas engagement
Local availability of BMW business and
IT know-how
Use of the ITRC as communication platform
for IT innovation
Better use of joint project funding
opportunities in key technology areas
Key success factors
– Strong focus on concrete projects that bring tangible value to the business (no high level research)
– Apply professional project management methods (project reporting/tracking/monitoring)
– Secure sponsoring & commitment of senior management to support project initiatives and allocate
resources
– Develop a solid framework of templates where legal and procurement issues are properly addressed
BMW Group
ITRC
May 29, 2008
Page 22
The ITRC model.
Team & project structures.
University & IT
Partner
Resources
Research
Associates
incl. PhD
Management
Team
BMW Group
ITRC
May 29, 2008
Page 23
Doing Proofs of Concept (PoC‘s) is a key
service at the ITRC.
Examples.







User Help Function | UMPC and Mac
Crion Table/Collaboard
vPro for Enterprise Management
SAP on Intel (Windows and Linux)
Server Virtualization
Integration of 802.11n in the BMW
infrastructure
WiMAX Communication “B2V”
BMW Group
ITRC
May 29, 2008
Page 24
The role of IT in re-inventing the
Automotive business model.
Connecting IT services to the vehicle.
• The Automotive ecosystem will change – by bringing
IT services to an “always on” vehicle requires a new supply
chain of IT service providers, IT application providers and
IT content providers
• By providing IT services to the customer in the vehicle
new business models and revenue streams can be realized
• The role of the Enterprise IT is to make sure that the IT services
are delivered to the connected vehicle in a reliable, robust and
secure manner
BMW Group
ITRC
May 29, 2008
Page 25
Thank you for your attention.
Imprint
BMW Group
Communication BMW Group IT
80788 München
Reproduction, even in parts, must be approved by
Bayerische Motorenwerke Aktiengesellschaft, München
©2008 Bayerische Motorenwerke Gesellschaft