PM Case Competition

1. PM Case Competition Sponsored by the Cisco Product Management Program – 2019 Team 1 IoTa, UCLA Anderson Patrick Kerin (Captain), Jung Lee, Damon Meng, Hershel Perlmutter

2. Team 1 IoTa Introduction Jung Lee Damon Meng Hershel Perlmutter Patrick Kerin Previous Employer: Kersen Technology Led product development projects for consumer electronics manufacturing. Previous Employer: Accenture Worked in a strategy consulting role for the past four years. Previous Employer: Achieve3000 Worked in a sales/account strategy role bringing innovative edtech solutions to high needs student populations. Previous Employer: eBay Worked as an account manager  offering sales/marketing strategies to key accounts to achieve their sales goal in eBay platform.

3. Cisco & Safety: The Future of Driving In the age of autonomous vehicles, Cisco will play a central role in driver, passenger, and pedestrian safety by leveraging its engineering leadership with respect to network-connected devices. Cisco can most effectively play a role in road safety by focusing on safety outside the vehicle (i.e. vehicle interaction and sensing) and inside the vehicle (i.e. health and wellbeing of the driver and passengers). Therefore, our recommendation will take a two-pronged approach to increasing safety given the 2025 mandate that all vehicles must be semi-autonomous. Outside Vehicle Inside Vehicle

4. Pain Points & Addressable Challenges Observed Car-Related Pain Points Safety Issues That Can Be Addressed With Cisco's Technology Car Related • Keeping up with car maintenance (oil changes, engine) • Not all cars have the same safety features or semi-autonomous abilities Driving Conditions • Road safety can be unpredictable due to weather, other drivers’ temperaments, or driving abilities • Traffic congestion; increased risk of accidents during high congestion Emergencies • Emergency vehicles have a tough time navigating traffic in busy metropolitan areas • Not all cars on the road are equipped with semi-autonomous technology, therefore limiting impact of existing semi-autonomous safety features • There are no existing ways to moderate driver temperament and promote distraction-free driving

5. 2 Roads to Safer Driving Cisco Safety Assist Until all cars on the road are equipped with semi-autonomous safety features, the safety advantages of driving autonomous or semi-autonomous cars will not be fully realized. • Devise technology strategy to retrofit existing non-autonomous cars with semi-autonomous capabilities. The “Cisco Safety Assist” will leverage Cisco’s connected network to allow cars to interact with vehicles and connected infrastructure • Cisco Safety Assist can connect with centralized vehicle control module to give commands and activate braking, accelerating, or other actions to reduce accidents and protect passengers • Furthermore, Cisco Safety Assist can feed data back to local governments to help design more efficient roadways and intersections

6. 2 Roads to Safer Driving Integrated Wellness Management A leading cause of accidents is distracted driving and low-alertness. • Cisco can leverage its systems (camera, computer visioning, cloud storage) to actively monitor driver vital signs and degree of alertness, and then respond with preventative measures like releasing scents/aromas or producing various sounds to increase alertness and moderate driver temperament • This technology can also respond to emergency situations (e.g. a driver losing consciousness) by autonomously pulling the car off the road and contacting emergency services, thereby protecting both the driver and occupants of the car as well as other drivers and pedestrians on the road

7. Cisco Safety Assist Use Case User Persona Feasibility Person seeking cheaper alternative to comply with government mandate (other than purchasing new car) • Dave, 30 years old • Price sensitive • Drives a 2013 Honda Accord that is running well • Has wife, 1 child • Safety is a priority • Uses car mainly for commuting to fulltime Anderson MBA program and weekend family road trips • Leverage the Cisco Kinetic suite of solutions and services to allow connected IoT devices to interact with one another, securely • Take advantage of the Cisco Connected Roadways, allowing for Vehicle to Vehicle (V2V), Vehicle to Infrastructure (V2I), and Vehicle to Objects (V2X) communication • Provide cities with an additional point of data to understand traffic. Contribute to Cisco's Connected Roadways Initiative & ongoig work in cities to improve efficiency and safety of roadways (e.g. Cisco & Iteris partnership in Las Vegas, which aims to increase pedestrian safety and curb traffic congenstion on The Strip) • Dave received an offer for a low cost, government subsidized alternative to purchasing a new semi-autonomous car: The Cisco Safety Assist add-on • Driving to school one morning, Dave suddenly remembered he had an important meeting. In a moment of panic he failed to notice a merging car ahead of him. Fortunately, Cisco Safety Assist was sending signals and recognized a vehicle in Dave's path. Auto-braking was activated and prevented Dave from rear-ending the car ahead • Data is fed back to Cisco's cloud, so that infrastructure planners can assess road and merging safety

8. Integrated Wellness Management Use Case User Persona Feasibility Person who is easily distracted while driving and poses a danger to others on the road, and himself • Don, 55 years old • Works long hours at multinational bank • Stressful job • Long commute, often early in the AM and late in PM • Don is driving home from work, tired. Don closes his eyes and starts to nod off to sleep • In the background the Integrated Wellness Management system was monitoring his alertness and moderating car temperature, scents, and sounds to keep Don alert. The computer vision cameras captured his eyelid movement and recognized that he was not awake or engaged • The system then commands the onboard semi-autonomous driving feature to pull over to the shoulder and attempts to elicit response from Don. If no response is received, Cisco will contact 911 • This solution will leverage Cisco Kinetic to ensure security of driver health and wellness information and data • Cisco will rely heavily on establishing partnerships to bring this to market. Fortunately, much of the technology already exists, e.g. noninvasive biometric sensing, computer visioning, and even reactive scent/aroma release systems

9. Next Steps  MVP Cisco Safety Assist Integrated Wellness Management • Be the gateway of health data in the cabin, integrate into vehicle infotainment system / dashboard • Develop partnerships with: • Makers of non-invasive biometric sensors • Developers of response/alert systems (e.g. Inhalio, a startup which plays exclusively in scents and aromas) • Health care providers • Core feature development • MVP: reactive ambient lighting and scent release system • Product validation • Improve algorithm and accuracy by testing first in small, highly controlled environments • Marketing campaign • Services, data analytics (feedback) • Conduct customer interviews • Core feature development (modular design; 5G capability; edge computing; data security, etc.) • MVP: high-precision accelerometer + GPS/LTE/5G enabled location tracking system • Design revenue streams • One-time charge for device; subscription revenue; upgrade fees; royalty from automotive manufacturers; government subsidy • Product validation • Pilot/road test in cities already using Cisco's systems, e.g. Las Vegas (Iteris) • Marketing campaign • Services, data analytics (feedback)