The Journey as a Commodity
Let's move past the plethora of “driverless cars” articles, interesting though they are. For this piece, I want to take a different angle: the user experience. In life, after all, we know there's value in enjoying the journey. Right? First up, terminology. For now let’s assume autonomous vehicles (where a ‘pilot’ can take over when needed) soon mature and morph to become truly driverless vehicles. Getting up to date Understandably a whole host of car manufacturers want a slice of the future action - even if the future is not clear: Audi, GM, Lexus, Mercedes-Benz, Nissan, Peugeot, Renault, Toyota, Volkswagen and Volvo have all been developing vehicles. No problems there - as a CEO, I’d be remiss if my company didn’t have an active interest, with or without Google (for that matter, here’s a digest of Google car videos [Ed. note: no longer available on YouTube as at September 2019] freshly squeezed from from Mountain View). Driving_Google_Self-Driving_Car.jpg: Ste...