The Record - Issue 21: Summer 2021

97 cars on the road will also help to reduce the use of land for parked vehicles, freeing space up for more useful purposes. This does not mean that cars will cease to exist. Instead, a smaller number of vehicles will have a much higher utilisation. And if people begin to share vehicles more, the net number of miles driven will reduce. This is the scenario that we’re thinking about as an industry and trying to understand how to respond to. We are using data to drive over 50 per cent of commuting to our Redmond headquarters to shared modes, as an example.” Automotive companies are therefore looking to identify their role within a shifting land- scape, as they pivot towards enabling these new modalities. Many are considering a shift towards providing the new mobility services that are envisioned in the future, while others may move away from interacting as directly as they cur- rently do with consumers. In such a period of change, Microsoft is looking to support compa- nies in adapting quickly. “For any actor within the industry to survive these transitions and be successful, they have to be smart about what they do,” says Ravi. “They have to understand how things are shifting and change with it, using the nature of software and data to build in flexibility. Establishing digital feedback loops from all operational data allows you not only to deeply optimise your current business, but to make smart decisions on next steps based on simulation and modelling as you transform.” For those who can adapt, the opportunities are significant. A total of 50 per cent of the industry’s $6.6 trillion revenues in 2030 will come fromdis- ruptive technology or business models, accord- ing to consultant firm McKinsey. Furthermore, according to one prediction by Data Bridge Market Research, the mobility-as-a-service market will see a compound annual growth rate of 33.1 per cent in the period of 2021 to 2028, reaching a total of $712 billion. “We are very committed to helping people make these transitions, to become more sustain- able and contribute to a shift towards net zero,” says Ravi. “We have a number of offerings and strategies which are geared around helping to connect vehicles, using their data, and improv- ing manufacturing efficiency. Microsoft is also very invested in the work we’re doing with organisations like the World Business Council for Sustainable Development (WBCSD) to drive data sharing for sustainable mobility. In some sectors of transportation this is already happen- ing – General Electric uses Azure to make aero engine performance data available to its cus- tomers and partners so they can optimise their operations and reduce emissions. Providing transportation which is more predictable, com- fortable, safe and sustainable has to be our ulti- mate end goal, and helping to drive better ways of achieving that is absolutely critical.” AUTOMOT I V E We asked Microsoft partner ICONICS how it has been helping the automotive industry in its shift towards sustainability Partner perspective ICONICS has over three decades of automotive industry experience, from the vehicle makers themselves to the Tier I and II suppliers, to original equipment manufacturers and machine builders across the supply chain. Initially, for automotive manufacturers and parts suppliers, ICONICS handled automation solutions that were mostly related to production processes. Today, ICONICS still provides exemplary production process automation, but also aims to become a more holistic solutions provider to the automotive industry, especially pertaining to sustainability initiatives. ICONICS has since developed complementary software and services to help companies in the auto industry make use of energy management and fault detection/diagnostics data, in addition to enhanced quality control and productivity data. By incorporating these newer tools, such as Energy AnalytiX and Facility AnalytiX, with trusted HMI/SCADA solutions such as GENESIS64, auto manufacturers and suppliers can benefit from a more comprehensive dashboard of not only their traditional manufacturing and production costs, but those related to energy use and facility maintenance, as well.” Melissa Topp Senior Director of Global Marketing at ICONICS