DENSO and NTT DATA Complete Verification Test Using Vehicle and People Flow Data to Innovate the Mobility Experience
June 8, 2021
DENSO
NTT DATA Corporation
KARIYA and TOKYO - June 8, 2021 — DENSO and NTT DATA today
announced that they have completed a joint verification test to improve mobility
experiences using data on vehicle and people flows.
In the test, which spanned June 2020 to March 2021, DENSO and NTT DATA gathered
participants' "vehicle flow data," or their movements by car, through in-vehicle
devices and "people flow data" through their smartphone GPS and beacon detection
logs.*1 Together, these data offered insights on participants' driving
characteristics and the types of driving scenarios they encountered.
The test was conducted to provide better mobility experiences and services, and to
help businesses attract potential customers amid changing consumer behaviors. To do
this, the test analyzed the participants' driving behaviors and their driving status
and behavior, and then recommended stores they might be interested in using their
vehicle flow data and people flow data. The test showed that the drivers' behavior
were affected by recommendation based on those flow data analysis.
Based on the results, DENSO and NTT DATA will consider commercializing the joint
service, and verify the business model together with mobility businesses
(automakers, car-sharing companies, car rental companies, etc.) and service
providers (retailers, tour agents, commercial complexes, etc.).
Background
When going out, many people not only want to enjoy activities at their destination
such as shopping, they also want to enjoy the trip and experiences along the way.
If, for example, they want to reserve a restaurant, however, first they have to
search the Internet for necessary information, and make a reservation through
dedicated apps, which makes the experience inconsistent. As technologies such as
connected vehicles, next-generation cockpits and automated driving evolve, the
amount of information people can access from their cars will increase. Providing a
seamless mobile experience for people both inside and outside of the ehicle may
provide consumers with value and improve their trips.
DENSO is planning and developing next-generation cockpit platforms and connected
vehicle system platforms, to build a new mobility society that connects vehicles,
people, and things.
Since June 2020, in collaboration with unerry Inc., which operates the "Real
Behavior Data Platform," NTT DATA has been developing "Mobility Commerce
Service*2," which provides users with a new travel experience to enjoy
trips en route to their destination. The verification test used unerry's people flow
data *3 and algorithms, which are part of the above service.
DENSO and NTT DATA found advantages in working together to provide services that
connect people's trips using mobility systems and their destinations. The two
companies therefore conducted a verification test to innovate the mobility
experience based on vehicle and people flow data.
Concept of the service
It understands preference for how people move based on data gathered from in-vehicle devices and their smartphones, and analyzes the characteristics of their driving and movement, in order to provide timely and personalized content and recommendations to improve travel experiences and deliver better services when traveling with or without a car. The service is also intended to offer new values to service providers, such as helping them attract potential customers amid changing behaviors.
Verification test
Details
The following verification tests were conducted to evaluate the effectiveness of personalized recommendations by identifying NTT DATA app users' movements based on their vehicle and people flow data.
- Recommending*4 interesting stores at effective timings by analyzing users' preferences based on data on drivers' driving characteristics and driving situations gathered from in-vehicle devices, and on their movement characteristics gathered from the GPS in their smartphones and beacon detection logs
- Analyzing the relationship between the recommendations and participants' evaluations of them
Test period
June 2020 to end of March 2021
(Verification using cars: June to August; Analysis and verification as a business
model: September to late March)
* People's movements by car were analyzed after the COVID-19 emergency declaration
issued in April 2020 was lifted.
Test results
The analysis of users' evaluations of 2,217 facilities recommended
during the three-month verification period using cars showed that the more closely
the recommendations matched their preferences and driving situations, the more
highly the users valued them.
The test showed that it is technically possible to add value to people's mobility
experience by combining vehicle and people flow data.
Future plan
The test showed that mobility businesses can expect to attract new customers by
improving their mobility experience and using vehicles as a means of gaining new
sources of income. Service providers can expect to expand into new markets where
their services are used in vehicles and attract new customers amid changing
behaviors.
The two companies will continue to work together to create various customer touch
points including next-generation cockpits and smartphone services. They will also
collaborate with mobility businesses and service providers to explore the
possibility of providing user experiences and content by identifying users' behavior
based on their vehicle and people flow data.
- *1This verification test is being conducted with the consent from the monitors to obtain and use their personal information for the purpose of this verification test.
- *2News release issued on June 18, 2020. "NTT DATA and unerry Forms
Capital and Business Alliance to Provide 'New Travel Experience'"
https://www.nttdata.com/global/ja/news/release/2020/061801/ - *3Uses unerry's Beacon Bank, the offline behavior data platform. (unerry has formed a capital and business alliance with NTT DATA)
- *4For users' safety, providing recommendations by audio so as not to interfere with their driving
About DENSO
DENSO – a $44.6 billion global mobility supplier that develops advanced technology and components for nearly every vehicle make and model on the road today. With manufacturing at its core, DENSO invests in its 200 facilities to produce thermal, powertrain, mobility, electrification, & electronic systems, to create jobs that directly change how the world moves. The company's 168,000+ employees are paving the way to a mobility future that improves lives, eliminates traffic accidents, and preserves the environment. Globally headquartered in Kariya, Japan, DENSO spent 10.0 percent of its global consolidated sales on research and development in the fiscal year ending March 31, 2021. For more information about global DENSO, visit https://www.denso.com/global
About NTT DATA
NTT DATA – a part of NTT Group – is a trusted global innovator of IT and business services headquartered in Tokyo. We help clients transform through consulting, industry solutions, business process services, digital & IT modernization and managed services. NTT DATA enables them, as well as society, to move confidently into the digital future. We are committed to our clients' long-term success and combine global reach with local client attention to serve them in over 50 countries around the globe. Visit us at nttdata.com.
Media Contact
DENSO Corporation
Public Relations Div.
denso-pr@jp.denso.com
NTT DATA Corporation
Public Relations Department
Email: pr-support@kits.nttdata.co.jp
Business Consulting Section Business Consulting & Marketing Division
Manufacturing IT Innovation Sector
Matsushita, Yonemura
Tel: +81-50-5546-9530
E-mail: cnm-tt@kits.nttdata.co.jp
News Releases.
The services, prices of products and services, specifications, telephone numbers, etc. for inquiries and other information included in news releases are the data available on the day of the release. This information may be changed at any time without notice. In certain circumstances, due to various risks or unexpected occurrences, actual results may also be different from the plans or projections in news releases.