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62 Big Data Analytics for Connected Vehicles and Smart Cities Connected and Autonomous Vehicles 63

This suggests that there is a degree of fragmentation and a lack of standardiza-
tion. Standardization is required at both the technical level and at the usability
level. Focus groups have indicated that end users are struggling with the com-
plexity and variability of the graphical user interfaces that these applications
use. There are also concerns about safety related to driver distraction due to the
complexity of the applications.
In the meantime, there is a growing awareness that there could be a gen-
eration gap between younger technology-savvy, less affluent connected vehicle
users and older technology-averse affluent users. In addition, there is a sense
that recent revelations regarding government spying activities are making con-
sumers wary of sharing data or being tracked. On the positive side, the use of
cloud-based services enables a high degree of portability between vehicles and
supports situations such as stolen vehicles or vehicle changes (purchases and
sales).
The relationship between the smart phone and the vehicle is also of great
interest since it is recognized that the smart phone has a much larger user base
than the vehicle. It also presents a more supportive platform for new technol-
ogy. This could be a potential area of struggle between automotive and infor-
mation technology suppliers—or an opportunity for cooperation. There is no
doubt that automotive manufacturers view the connected vehicle as a prime
opportunity to maintain a long-term relationship with their customers.

Data Ownership
Data ownership could be perceived as a trivial issue, but even the most ad-
vanced analytics require data. The big question is who owns the data? Clari-
fication of the ownership of data and the existence of agreements to share the
necessary data are prerequisites to the use of big data and analytics techniques.
The answer to the question “who owns the data?” could be one or more of the
following:

• The driver;
• The automobile manufacturer;
• The electronic supplier;
• The cloud services operator;
• The road operator.

The driver obviously has a claim on ownership as he or she has paid for
the automobile and the onboard equipment. However, either the automobile
manufacturer or the electronic supplier could be in a position of power, since
they have control over the installation of the on-vehicle devices and potentially