In Autonomy Ecosystem, Suppliers, Demanders and Coordinators
Autonomous technology doesn’t mean much to people yet. In other words, they don’t really feel the need for it. A game of guessing is currently underway between suppliers, demanders and coordinators. Usually, new technologies grow in size as suppliers introduce them and demand grows. And if problems arise in the process of growing, the coordinator makes efforts to solve them as product problems by creating limitations.
Currently, in the case of autonomous vehicles, suppliers have made efforts for over 10 years, but they have not been able to move to the next level. In particular, there are still questions about the possibility of expansion given that opportunities for demanders to experience are extremely rare. The biggest reason for this situation is probably because there is a hill that is difficult to know the end of ‘Safety’. As a vehicle is a means of moving at high speed, it is exposed to external and internal risks. And responsibility for it must be resolved.
For this big reason, various concerns are going on, but the tolerance level that can be accommodated to some extent has not yet been recognized. Here, it can be said that the role of the coordinators rather than the demanders should play an important role. For that reason, autonomous technology development companies have difficulty in recognizing their technology to both demanders and coordinators. Currently, Cruise and Waymo are providing robotaxi services in San Francisco (SF) in earnest. In particular, they are making efforts to expand and raise awareness of the possibilities and awareness of driverless autonomous vehicles by disclosing them to demanders.
Nevertheless, problems due to technical issues are being disclosed. In the case of Cruise, which unveiled its driverless autonomous car service in earnest, various traffic congestion news appeared on social media and became an issue. News like this is making people suspicious of technology. And the coordinators response to that refers to control through regulation.
Cruise and Waymo are currently making efforts to expand their testing areas and confirm commercial viability. Now, they do not obtain immediate profits, but they have great expectations that they can take a monopoly position through corporate survival. Ultimately, the key is how well the technology can emerge at the right time to benefit people. Currently, the scope of application of autonomous driving technology is well known, but it still needs to survive through competition in a small market. The business approach of autonomous technology is by no means pioneering a new market. It is a replacement of the operating entity in the existing mobility ecosystem. I think the key to success is how much trust this substitution can give to people.
In order to have this key, current companies have been making efforts for more than 10 years to get closer and get used to the existing system. Now they just have opened the door and taken a step forward. In order to take the next step, they need to be more active in persuading demanders and coordinators than now. In particular, persuasion of the coordinators is very important.
However, the trust that people currently have in autonomous technology is getting worse.
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