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Hetmann Hsieh, Pranav Joshi, Harish Srinimukesh

Cisco PM Case Competition. Hetmann Hsieh, Pranav Joshi, Harish Srinimukesh. October 15, 2019. Team Profile. Harish Srinimukesh UCLA MBA 2022 Georgia Institute of Technology B.S. in Biomedical Engineering 2014. Pranav Joshi UCLA MBA 2022

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Hetmann Hsieh, Pranav Joshi, Harish Srinimukesh

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  1. Cisco PM Case Competition Hetmann Hsieh, Pranav Joshi, Harish Srinimukesh October 15, 2019

  2. Team Profile Harish Srinimukesh UCLA MBA 2022 Georgia Institute of Technology B.S. in Biomedical Engineering 2014 Pranav Joshi UCLA MBA 2022 UCLA B.S. in Molecular Cellular and Developmental Biology 2015 Hetmann Hsieh UCLA MBA 2022 Harvard University  B.S. Biochemical Sciences 2007

  3. Our Vision Greenlighting semi-autonomous vehicles will usher in new commercial opportunities for Cisco to capitalize on.

  4. Framing Parameters

  5. Target I: Increased Discretionary Time The average commute time to work is 27.1 minutes or 54.2 minutes round trip and 40 minutes a week for leisure travel (Harrison, 2019) People spend an average of 71 minutes watching Netflix a day and only 34 minutes with family a day (Pesce, 2018) Background The rise of autonomous vehicles will allow individuals to take their eyeballs off the road and hands off the wheel, increasing their discretionary time Thesis FORECAST Action Individuals will allocate time in vehicle toward streaming entertainment i.e. Netflix so they can spend more time at home with family.  Cisco should work with (1) Car Manufacturers and (2) Streaming Services to install secure Cisco Wi-Fi Hotspots in vehicles with option to enable Wi-Fi monthly subscription. If a user wants to use Netflix, HBO Now, or other streaming services they are subject to location-based advertising. (i.e. if they will naturally pass a 7/11 in 3 minutes on their route, a coupon for 7/11 appears prior giving the individual just enough time to make an impulsive purchase).  Market Opportunity Infotainment Market to be worth $34B by 2022 and growing at 17% annually (Bisht, 2016) Bisht, P. (2016). In-Car Infotainment Market by Type (OEM and Aftermarket) and Components (Hardware and Software) - Global Opportunity Analysis and Industry Forecast, 2015 - 2022. Retrieved from https://www.alliedmarketresearch.com/in-car-infotainment-market Harrison, D. (2019). Price of Good Economy: More Time Stuck in Traffic. Retrieved from https://www.wsj.com/articles/price-of-good-economy-more-time-stuck-in-traffic-11566466206 Pesce, N. L. (2018). We now spend more time on Netflix than we do bonding with our kids. Retrieved from https://www.marketwatch.com/story/we-now-spend-more-time-on-netflix-than-we-do-bonding-with-our-kids-2018-09-13-12882032

  6. Target II: Efficient Joint Mass Transit Individuals will live further away from dense and expensive cities because autonomous vehicles will lighten the commuting burden with faster and efficient travel. Many individuals will opt in for mass transit as the cost of vehicles increases and mass transit becomes more seamless. Background As an influx of people use mass transit, transit operators need to offer flexible times in frequent availability to handle passenger load. Thesis FORECAST Action Buses, trains, subway metros, and ride share vehicles can communicate ETA to reduce rider latency. An individual could for example seamlessly take the train from San Diego into the outskirts of LA and then a bus into their LA HQ. Utilize Cisco Routers and Secure Network to provide real-time ETA system that keeps riders informed of schedule changes and arrival/ or transfer into next mass transit. Market Opportunity Estimated to be a $0.4B opportunity (Ahuja, 2016) Ahuja, N. (2016). Financial Information. Retrieved from https://www.metro.net/about/financebudget/financial-information/

  7. Target III: City Parking Revenue Alternatives The  #2 source of revenue for cities is parking fees and tickets. It is over a billion-dollar industry in top tier cities.  Background People will own fewer cars and take other modes of transportation into cities, thus reducing parking demand.  Thesis FORECAST Action In order to recoup the money from the parking revenue deficit, cities will impose a traffic tax on passenger drop-off within a certain district and/or time (i.e. 4 block radius during Lakers game at Staples Center) Have open APIs that allow city application developers to plug into destination data of passengers and charge toll fee within native application (I.e. Uber, Lyft) Market Opportunity Replacing Parking Revenue Market is worth $3.7B industry in the Greater Los Angeles Area (Cookson, 2017) Cookson, G. (2017). Study: Parking Costs Angelenos $3.7 Billion A Year. Retrieved from https://losangeles.cbslocal.com/2017/07/13/parking-costs-angelenos-3-7-billion-a-year/

  8. Target IV: Emergency Rapid Response Ambulances, Police Cars, Fire Trucks, and FEMA response vehicles need to be given priority access by private vehicles’ sensors, cameras, and LiDAR as well as traffic signals.  Background We want these vehicles to be recognized and then prioritized by technologies so they can efficiently save lives.  Thesis FORECAST Action In 2025, the worsening environment will increase the risk of wildfire and probability of poorer air quality in Los Angeles. This will  necessitate faster response to mitigate wildfire and provide disaster response.  Cities will adopt Cisco Kinetic which will allow them to have traffic cameras change with respect to the routes of emergency vehicles. Cities pay for this service month to month.  Market Opportunity Incident and Emergency Management is a 150 B USD in 2024 growing 7% annually (Singh, 2019) Singh, S. (2019). Incident and Emergency Management Market Worth $148.5 Billion by 2024 - Exclusive Report by MarketsandMarkets™. Retrieved from https://www.prnewswire.com/news-releases/incident-and-emergency-management-market-worth-148-5-billion-by-2024--exclusive-report-by-marketsandmarkets-300932861.html

  9. Defensibility We identified 4 emerging trends that Cisco can plug into and that offer a total value of $190B for Cisco to enter and offer sustainable profit with social impact.  We picked these four verticals for Cisco because we believe that they are defensible to market entrants and competitors.  • Increased Discretionary Time: Wi-Fi Hotspot in car is supplemented by Wi-Fi signal boosters placed by Cisco in cities. Technologically advanced solution, expensive and need city approval.  • Efficient Joint Mass Transit: Sticky network effect, because one train cannot leave for a competitor when its current system is necessary to communicate with rideshare, subways, and other mass transit.  • City Parking Revenue Alternatives:Open API and scale with partners on revenue share.  • Emergency Rapid Response:Hard to switch systems, cannot afford downtimes in their industry. 

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