There is an abundance of transformation taking place across the automotive ecosystem. By 2030, fully 50 percent of the automotive industry’s projected $6.6 trillion in revenue will come from disruptive technology or business models1. Traditional industry players are being disrupted, fueling the shift to electric and digital. The industry shared goals of innovation are being driven by a focus on connectivity, autonomous, shared services, and electrification, on top of a responsibility to create a more sustainable future. Together, these goals are challenging current and new industry players to become even more data-driven and agile to remain competitive.

Microsoft is certainly no stranger to transforming industries, from financial services and healthcare to retail, manufacturing, and others, we are focused on empowering companies to innovate and thrive in today’s evolving business environments. Automotive has been no exception and we now have expanded scope on mobility and transportation to provide a more holistic view on the movement of people and goods.

CES has acknowledged the increasing role that technology, data, and evolving consumer experiences have played in the automotive industry by creating a dedicated automotive industry hall at the annual electronics show. Given this opportunity, Microsoft will again participate at CES, 2022, where the industry represents the latest advances, industry innovations, and future ambitions. Microsoft will focus its innovation on the future of mobility with an on-floor and digital presence where we will demonstrate our unique industry capabilities supported by our core Microsoft solutions including, Microsoft Azure, Microsoft Dynamics 365, Microsoft 365, Microsoft Teams, and Microsoft Power Platform, built on an intelligent and secure cloud. Together, these solutions enable an “ecosystem of innovation”, including:

Accelerated innovation

Beginning with innovation, we will focus here on advanced engineering, connected, autonomous, and software-defined vehicles. The static display of a turbo-hybrid Formula 1® car in the Microsoft booth will certainly gain attention but not for the reasons you may think. This is not a focus on the speed of Formula 1®, rather the speed of engineering. Alpine F1 leverages real-time data analytics to dramatically shorten the cycle of design to production in the high-pressure environment of a Formula 1® race weekend, highlighting what is possible with advanced, digital engineering capabilities. With Ansys, we will demonstrate the power of high-performance computing (HPC) and simulation to rapidly innovate and validate design ideas over traditional methods. With the advancement of driver-assisted and driverless systems, dSPACE will demonstrate how they are improving the success, safety, and homologation of advanced driver assistance systems, autonomous vehicles, and toolchains. As the shift to digital continues, we see Bosch advancing the platform to support the development and deployment of the software-defined vehicle.

Mobility services

According to a Mckinsey industry study, one-third of all miles driven will be shared in 2030. With the increase of electric vehicles and growing opportunities for connectivity, driven by advances in communications like 5G, mobility is transitioning far beyond just single-car ownership. Mobility itself will evolve from singular experiences inside the vehicle as a single system to a much broader ecosystem encompassing players far beyond core automotive. We will see collaboration across financial services, retail, gaming, and logistics as well as energy, utilities, and smarter cities. With our presence at CES, Wejo, Accenture, and Brightdrop will show us how the new data currency is enabling and monetizing these transactions across the ecosystem, and, how advances in electrification are providing smart fleet and delivery solutions for a more sustainable transportation network.

Customer experiences

As in other industries, customers are demanding more personalized, and seamless interaction with the world around them through more frictionless interfaces. These very impactful disruptions drive opportunities for original equipment manufacturers (OEMs) and suppliers to create new experiences that can drive deep engagements over the lifecycle of product ownership, including Mercedes-Benz, and MØller Mobility Group, a customer example that demonstrates how Annata is transforming digital sales, service and customer engagement.

Resilient operations

Nearly every industry has felt deep impacts by supply chain disruptions. Having an efficient, resilient supply chain is no longer a “nice to have”. It is the imperative that will mark the success or failure of future advancements in the industry. With a focus on smart factory and supply chain innovation, PwC and ZF will light up a key success story along with PTC who will demonstrate data-driven industrial IoT solutions that optimize operations and improve KPIs.

Driving the future of mobility.

Through these experiences at the Microsoft booth, we will share our key differentiators that are enabling a sustainable, secure, and open ecosystem. As stated by Sanjay Ravi, General Manager for Microsoft’s automotive, mobility, and transportation industry:

“There has been tremendous dynamics affecting the automotive, mobility, and transportation industries. The past two years have been exceptionally challenging but has also created opportunities for companies to drive significant innovation. You will get to experience many of these innovations with our customers and partners at CES. We are excited to demonstrate how we are uniquely positioned to enable, and not compete with the broader ecosystem to innovate. Built on the foundation of security and trust, our partner and core Microsoft solutions empower a hybrid, diverse workforce to do their best work to create solutions that drive real impact.”

Author - Aaron Lee

Product Marketing Lead – Automotive, Mobility, & Transportation, Global Industry Product Marketing Group