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.

Tags mobilesoftwareapplicationsSAPbmwMWC

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Chris Kanaracus

IDG News Service
Show Comments

Brand Post

Shining a light on creativity

MSI has long pushed the boundaries of invention with its ever-evolving range of laptops but it has now pulled off a world first with the new MSI Creative 17.

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?