Running a red light. Texting while driving. Teenage drivers. While you’re driving, how do you feel seeing any of these scenarios occurring in the next lane? Although the thought of unsafe drivers on the road is nothing new, the bigger challenge today is the increase in distracted drivers ignoring the warnings in digital highway signage, real life traumatic commercials, or close encounter incidents.
If smart cars and smart phones can capture data, can they also provide actionable information for a driver to prevent accidents? Can this data influence drivers to own a greater sense of social responsibility on the roadways?
Telematics is in for the long haul
“The increase in safety awareness, technological advancement and the need for safety measures are driving the growth of automotive telematics market,” reports Research and Markets in their October 2016 World Automotive Forecast for 2014-2022.
Telematics technologies have grown quite a bit over the last 10 years. The maturity of telematics has shifted from “simple” GPS location data to now being able to track how far, how fast and under what conditions a person is driving.
In the case of insurance carriers, telematics analysis is beginning to pinpoint trouble, and with proper reporting, could potentially help drivers avoid serious accidents.
Telematics in action
In 2016, a large insurance company launched a program aimed at young drivers who just got their driving permit or license.
Accident statistics show that 16-19 year older are at highest risk of being involved in an accident. In 2014, 2,270 teens in the United States ages 16–19 were killed and 221,313 were treated in emergency departments for injuries suffered in motor vehicle crashes. In 2013, young people ages 15-19 represented only 7% of the U.S. population. However, they accounted for 11% ($10 billion) of the total costs of motor vehicle injuries.
Slicing and dicing telematics data
First the insurance provider launched a mobile app to capture data driving behavior and mobile usage events that typically distract young drivers. The app was designed to use telematics data to:
- Provide insight of driving behavior by monitoring the first 6,000+ miles of driving;
- Offer feedback and useful tips on good driving habits to become a more experienced driver;
- Reinforce good driving behavior choices with gamification reward programs;
- Assign a coach to monitor driving habits and use ‘deals’ to encourage the young driver to improve their driving; and,
- Ultimately, reduce young driver accidents.
The client also launched a website to provide new drivers useful information and access to a comprehensive range of relevant products. This site includes practical details of getting your driving licence. There are short videos to help a new driver to prepare for the driving test and obtain a license.
The social impact of the youth safe driving program is gaining much attention from young drivers, parents, and the company enterprise-wide. Who wouldn’t desire a tool at their fingertips that reinforces healthy driving habits, rewards you for good progress, and ultimately prevents accidents or saves lives. The client is committed to using telematics technology and is proud to be a part of making a positive change to road safety with young drivers.
The digital era
Digital and innovative leaders will power cars to eventually drive themselves–providing even a safer and more enjoyable, productive and reliable experience for everyone. Until then, consider shifting to a telematics platform to provide your customers and insurance carriers with the ability to improve driver safety and save more lives.
Read more about Cognizant’s GeoLocus Telematics solution.