Driving through the Clouds – Cloud Computing in Automotive IndustryAuthor : Karan Kirpalani Date : May 18,2012 Category : Cloud Computing
Global manufacturing is going through a period of transition, especially in the automotive sector. Every aspect of the automotive manufacturer’s businesses whether it is products&services or where and how they’re sold or what regulations apply across different geographies, even the fundamental business models of the industry – is going through a sea change, due to changes in the patterns of demand from the market.
As the industry adds new capabilities and enters new unexplored market segments, it also faces challenges in the form of ever-growing complexity and the cost of managing IT assets. Is Cloud the answer to most of these concerns that the automotive sector faces? Let us see what the cloud has in store for the automotive industry
As manufacturers increasingly rely on IT to ensure the smooth running of their supply chains and handling distribution / dealer network, the question of whether or not to move to the cloud is unavoidable. The cloud can help manufacturers become more flexible and adaptable to market and logistical demands. In particular, it can help them cost-effectively optimize their supply chains for sudden and sometimes unexpected growth. The cloud provides the much-needed elasticity both in terms of cost and more importantly the agility needed in the supply chain to support future growth.
The Complex IT Environment Of Automotive Sector
The automotive industry faces a multitude of challenges in its IT computing environment. The demand for datacenters for computing capabilities continues to increase as organizations operate business processes, perform engineering simulations and provide business analytics.
As the demand for datacenters increases, the energy consumption at the datacenters also increases. The need to obtain the necessary power and cooling to handle the increasing computing demands is becoming a serious consideration for most automotive companies. To add to the woes, the automotive industry also faces annual challenges as hardware reaches its end of serviceable life (EOSL). Re-implementation projects provide few new functions – and integration efforts are often expensive due to upgrades or system changes.
The cloud can help automotive companies to reduce their datacenter and energy footprint through virtualization, while at the same time addressing the EOSL problem.Opportunities exist for automakers to employ cloud technologies to reduce their datacenter and energy footprint through virtualization, while at the same time addressing the EOSL problem. Virtual servers can be migrated from machine to machine in transparent fashion. As equipment reaches EOSL, new equipment can be introduced to the server pool.Cloud technologies can further improve the EOSL solution by extending the provisioning of the resources necessary for virtual servers.
Computer created designs and crash test simulations generate huge amount of data, which needs to be stored. As data volumes grow, the ability to provision vast amounts of low-cost storage presents a huge challenge. Cloud Storage technologies can help automotive companies address their storage needs.
Often in the automotive industry, test and development environments are periodically underutilized. Maintaining these environments is so expensive that automotive companies often prefer to let those machines sit idle until their next period of use. The cloud can help automotive companies derive significant cost efficiencies by enabling rapid automated provisioning and de-provisioning of services through virtualization. Virtualized development and test environment images can be moved online or offline in the cloud at a lower cost, making it possible for the underlying infrastructure to be used for provisioning new services.
Aggressive manufacturers now also use cloud computing to drive product innovation – from development to end of life. Cloud services offer easier provisioning for software development and testing, which can measurably reduce the time and money teams spend on finding, installing, and configuring hardware and software licenses, and allow engineers to spend their time on innovation rather than IT activities.
Collaboration in the automotive supply chain is important. Companies in this sector need to connect to parts manufacturers, tyre manufacturers, distributors and a host of ancillary businesses. Each of these partners will run their own business-to-business (B2B)communications networks, based on their own chosen communications standards. As a result,integration among various constituents of the supply chain becomes difficult.
This is where the cloud can help. A collaboration platform run from the cloud, for example, can accommodate all standards, connecting large players, vendor community and dealer community; and companies can choose to tap into it as necessary, saving the expense of building their own infrastructure or employing specialist staff dedicated to B2B integration.
Automotive companies are also setting Cloud based hubs that foster collaboration and information sharing across a network of partners. These hubs help organizations to effectively plan and manage key supply chain and go to market activities in collaboration with partners. Examples include product co-creation, procurement, demand planning, logistics, compliance, tracking and risk management, new product launches, and collaboration with dealers, Original Equipment Manufacturers (OEMs) and Value Added Resellers (VARs).
Cloud infrastructure services can also provide automotive companies the much-needed supply chain agility. At the operational level, the cloud approach can improve visibility into specific supply chain events – such as managing the issues relating to a late truck arrival in a dynamic production environment. At the tactical level, cloud-based analytics allow OEMs to more quickly and effectively evaluate a wide range of key performance indicators – to understand why the truck was late. Cloud capabilities can also support more robust strategic supply chain activities–examining sea versus air shipments, factory locations, and other complex variables.
Automotive manufacturers looking for growth and expansion need to look to new and unfamiliar markets. Aston Martin has just opened its first store in Warsaw in Poland. BMW has opened a factory in India producing its 3 Series vehicles, and has a full order book for the next three years. These are just two examples of companies relocating to meet domestic demand, but the trend applies across the whole manufacturing sector and also applies to mass market and non-luxury goods. The cloud provides a useful implementation choice for many automotive companies looking to enter emerging markets.
The capabilities of cloud computing are ideally suited to running automotive businesses, given their core functional activities, and their constant need to manage supply and demand proactively throughout the valuechain.
The Figure below sets out the basic functionalities inherent in the automotive industry. The increasing complexity of automotive operations, including the need to integrate an increasingly dynamic and complex supply chain, is demanding ever-greater processing power, data storage and bandwidth. Smaller automotive OEMs in particular face challenges in finding the cash and the skills to develop the capabilities they need to meet customer’s rising expectations.
Summing up the benefits of Cloud Computing for the automotive sector – The automotive sector can leverage cloud-based capabilities to:
- Pay only for the capacity they need, when they need it, and nothing more
- Access instantly available services to scale smoothly – up or down – in response to changing demand or market conditions
- Fully exploit automation and the shared services environment
- Improve production, customer service, and satisfaction performance
- Accelerate the development and delivery of innovative products and services
- Select and deploy cloud services – often an enterprise-class hybrid approach – that best meet their production-oriented requirements today and in the future
- Reduce costs while shifting spending away from maintenance and toward strategic investment
Given the momentum behind cloud computing across so many industries, it is not surprising that automotive companies are beginning to evaluate its potential and capitalize on the benefits it offers. When assessing what cloud can do for their businesses, automotive leaders need to take into account the distinct and rapidly evolving challenges that their industry faces today. These include the fundamental and ongoing changes in the way automotive companies communicate and transact with their customers and business partners; capture, manage, protect and analyze their ever-expanding collection of customer data; strive to gradually eliminate their IT CAPEX while upgrading their capabilities; and expand into new and emerging markets at low incremental costs.
In the future, we see, dynamic scalability, inter-cloud collaboration, compliance, and supplier OEM collaboration as some of key areas for automobile industries to move to Cloud.
Karan represents a new generation of Product Marketing Managers that can cover core product development & management activities as well as product marketing activities. To his customers & colleagues, he is the Go-to-guy for consultations.