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Dedicated Short Range Communications Gaining Momentum in the US

There are many ongoing innovations in the auto industry that strengthen autonomous vehicle technology and road safety. One of these is Dedicated Short Range Communications (DSRC), which is a one-way or two-way short-to-medium-range wireless communications capability. It allows for high data transmission in active safety applications. This technology allows autonomous cars to talk to and inform each other about the surrounding environment. In April 2018, Toyota announced its plans to begin deployment of vehicles that utilize Dedicated Short Range Communications by 2021.

Communication Model Types

Current automation systems in autonomous vehicles rely on cameras and sensors to analyze its surroundings. And while this has its benefits, it has limits in protecting motorists as it relies on visuals like humans do. Dedicated Short Range Communications builds on this visual foundation and uses information from other cars from different distances, essentially creating a wider and more informative driving landscape.

autonomous vehicles using dedicated short range communications technology
Toyota reveals its plan to deploy vehicles using Dedicated Short Range Communications in 2021

DSRC is based on Wi-Fi, and it has three different communication models that allow this autonomous vehicle technology to work. First, there is the V2V (vehicle-to-vehicle) where cars and other motor vehicles pass messages to each other as a way of defensive driving. Ninety-two percent of Toyota’s current line-up is equipped with V2V.

Second, there is the V2I (vehicle-to-infrastructure), which capitalizes on road infrastructure and features such as road signs and traffic lights. These systems communicate with vehicles to notify them of lane markings, speed limits, intersections, accidents, and road conditions ahead. V2I also allows autonomous vehicles to park by themselves in designated areas, and manage traffic on a larger scale.


Lastly, there is the V2X or vehicle-to everything communication. It is a combination of V2V and V2I which allows cars to communicate with other cars, bikes, and motorcycles, road systems, networks, even with pedestrians through their smartphones. This gives a more comprehensive awareness of a car’s immediate and approaching environment.

Industry Momentum in Autonomous Vehicle Technology

In the US, the Federal Communications Commission allotted 5.9 GHz in the radio spectrum for connected transportation. Toyota will then make use of this frequency for its autonomous vehicles. It plans to integrate its own V2V communications system across its vehicle lineup within three years.

The Japanese automaker was actually the first to use DSRC-based V2V communications in Japan in 2015. To date, car brands like Toyota and Lexus have sold at least 100,000 cars with V2V capability.

Toyota’s announcement of its DSRC plans points to its aim to be a global leader in autonomous vehicle technology. And it also seeks to convince other car manufacturers to head in the same direction to push the advancement of DSRC everywhere. The full benefits of DSRC can only be achieved once there is a significant number of vehicles equipped with the technology so they can talk to each other and manage a moving network of self-driving cars.

Dedicated Short Range Communications Vs. Cellular

Dedicated Short Range Communications’ competing technology is 5GLTE cellular communication, and Volkswagen preferred to power its self-driving cars with 5GLTE. Cellular communication has its advantages for its interoperability, wider bandwidth, and increased cybersecurity.

5GLTE also operates from private cell towers instead of dedicated roadside systems by the government. It offers numerous advantages for other IoT (Internet of Things) devices and applications, so developing this whole network for cars is inevitable.

While both have their advantages and disadvantages, experts say they are more complementary than competitive. Perhaps autonomous vehicles could benefit from using both in their systems as a way to ensure the safety and of its systems and its passengers.

How DSRC Addresses Safety

Up until the invention of autonomous vehicle technology, traffic management has always been about saving people from road and highway accidents. Traffic control and emergency response teams are always present to address any road hazards and casualties. But now technology is allowing us to move onto a more preventive approach by allowing vehicles to make even more calculated and informed decisions than humans.

DSRC may just be more effective than sensors and cameras because it creates a broader perspective of its surroundings by understanding road and traffic that are not easily visible to cameras. It helps self-driving cars identify nearby and looming dangers and allows them to react accurately and accordingly. This, in turn, reduces the risks of collisions and accidents. Experts say this may be one of the most important safety innovations since the creation of seatbelts and airbags.

DSRC Concerns

Like with many comprehensively connected devices, privacy is a great concern. People would like to know that the vehicles will not compromise passengers’ identities and personal information. There is also a concern that these autonomous vehicles might be hacked, which would compromise the safety of passengers and everyone else on the road. These cars must be impenetrable by hackers, and must continually develop ways to ward off any cybersecurity threats. Software developers and car makers must address these concerns before this technology becomes available globally. Recently, a hearing was held by the US Senate Committee on Environment and Public Works to talk about how self-driving cars will affect US road infrastructure, and touched on the issue of human privacy.

And while it has safety concerns, Dedicated Short Range Communications proves to be a transformational technology that will greatly impact urban and rural societies all over the world. It provides a consistently intelligent way of commuting and operates with safety at the core of its innovation.

As Cities Get Smarter, Do they Need an Urban Technology Testing Department?

A decade ago, no one had ever heard of Uber or Lyft. Five years ago, few knew about dockless bike-sharing. And most did not expect collaborative workspaces to explode. By all accounts, advances in urban technology are making a huge impact on major cities throughout the world. Hundreds of technology startups now flock to urban areas introducing new technology products and services that were not considered before. With such a rapid pace of change, cities face major challenges in the future related to these urban technology shifts.

Urban Shifts and Trends – A “Driving” Force

Consider the design of most major cities today. Roadways and parking lots comprise a major portion of the urban landscape. A hundred years ago, the automobile was the new urban technology. The automobile had a tremendous impact on urban infrastructure. Today, new urban technology pressures are appearing. Technology startups are introducing new transportation options like dockless bikes, dockless scooters, and other “last mile” transportation options. Indeed, urban areas may need to find technology solutions for EV charging stations and autonomous vehicle accommodations. But the scope of new urban tech challenges extends well beyond this.

The Domino Effect of Modern Urban Technology Trends

What began with ride-sharing has continued with other urban technology services. Various technology startups have advanced shared workspaces, community building events, and social networking platforms. But more importantly, urban transportation technology changes have major impacts on other city infrastructures. For example, fewer roads and parking lots will likely be required. Scooter parking, bike lanes, and other urban infrastructures will be needed to support technology shifts.

Likewise, shared workspaces and higher density of urban technology offerings will affect real estate, water, and waste considerations. And greater use of battery-related urban technology products will demand new assessments of power grids. Though the predominant urban driver of new technology services, these transportation shifts will affect all areas of urban function.

Urban Technology Solutions Through Urban Startups

Some cities may perceive technology startups as the cause of their current dilemmas and challenges. These technology startups introduce new products and services that change how city dwellers live and work. But in reality, these companies simply introduce urban technology solutions for problems that already exist. Proactive cities are now partnering with companies that help technology startups excel. Understanding that technology startups can offer innovative urban technology solutions, cities are taking advantage of these opportunities.

One company that facilitates relationships between technology startups and urban technology planners is Urbantech NYC. In addition to collaborative work environments, Urbantech NYC provides technology startups with private, public and industry connections. Urbantech NYC also performs comparable model testing and scalable solutions in conjunction with technology startups to solve urban technology problems.

Dreamit is another company that helps technology startups connect with larger enterprises. By connecting technology startups with a network of urban developers, Dreamit’s Urban Tech vertical also helps cities find effective urban tech solutions. Dreamit recently launched a Secure Tech vertical and formed a strategic partnership with prominent Tampa businessman Jeff Vinik.

Urban Technology Prototyping

Given the complexities of urban technology trends, notable challenges exist in determining how an urban technology might affect a city. Understanding this, some enterprises have pursued small urban prototypes in which to test urban tech solutions. One such enterprise is part of the University of Michigan. Entitled “Mcity,” the prototype consists of a 32-acre area on the north part of the university’s campus. The prototype is specifically designed to test autonomous vehicle function and safety in typical urban environments. Mcity presents a broad range of complexities to assess how this urban tech might fare in an urban setting.

SideWalk Labs, a private enterprise, also provides prototypes for examining urban technology solutions and trends. Specifically, SideWalk Labs has nine different labs in various areas that explore a number of urban technology facets. These not only include transportation options but social networking, sensing, machine learning, artificial intelligence and urban designs.

SideWalk Labs seeks to rebuild urban environments using digital technology as their foundation. In addition, SideWalk Labs is pursuing a 12-acre “high technology” urban district in Toronto as a city design prototype.

Should Cities Invest Now in Urban Technology Testing?

Many cities and their urban planning departments have had the luxury of taking a more methodical approach to change. Evaluating resource availability and making incremental changes were feasible in the past. Today, however, the speed of change with new urban tech offerings is much faster. Likewise, both consumers and technology startups are pushing the envelope. What’s the solution? Perhaps, cities should create departments for urban tech testing. These departments could utilize technology startups to solve current problems and anticipate future ones. And cities could collaborate with larger private enterprises in testing and prototyping an array of urban tech changes to come. Major urban changes are inevitable, and cities that prepare for these changes will naturally be better positioned for the future.

Target Department Stores Biggest Victory in a Decade

The first quarter of 2018 proved to be a record-breaking triumph for mass merchandiser Target Department Store. In the quarter ending on May 5, it boasted 3.7% store traffic growth, its strongest performance in over ten years. Heavy investments in key areas paid off, contributing to the long-term strategic initiatives of Target and is creating hope for other big box retailers. It earned a 3.5% rise in revenue, growing to $16.6 billion over the year-earlier period, ultimately earning $71.88 billion.

High Return on Revamp for Target Department Store

Retail stores are pursuing many innovations to stay on top of the industry. Retail giant Target owes its success to a handful of initiatives. It successfully completed 56 store remodeling across the US and opened seven new Target department stores. This boosted its image as a store that provides high-quality, on-trend, and affordable products, increasing foot traffic in its brick-and-mortar stores.

Target department store also introduced their own product lines to its stores and online. This included Universal Thread, launched in February. It is an exclusive women’s lifestyle brand that provides clothing and accessories for diverse body types. Also in the same month, Target department store launched Opalhouse, its new home brand with an eclectic aesthetic. Partnerships with different brands also boosted Target’s growth. In February, Target collaborated with Umbro for an exclusive collection of sports apparel, equipment, and footwear for kids.

Later in 2018 Target plans to debut a new exclusive Disney collection for a Mickey Mouse-themed clothing and home line. Target will also be releasing a clothing and accessories line with the New York Museum of Ice Cream this year. Such partnerships enable the company to maintain their customer base and reach new audience.

Target department store also diversified its online services, effectively providing an unmatched convenience for its online users. Target Restock is its next-day delivery service for household essentials, which has become available throughout the US. Target Drive-Up has been rolled out which lets app users shop at Target without stepping foot inside a Target department store. Customers can shop through the app and simply pick up their orders easily without them leaving their cars.

These diverse initiatives cemented Target’s reputation as a fresh and original brand that builds product and services around the needs of its customer base.

Missed Targets for Target Department Stores

Even though Target enjoyed a record high in the past decade, it still missed some expectations, which left investors dissatisfied. While sales were positive, the share price was down by 6%. Investors fear that store and product investments could pull margins down. Weather woes forced a decline on apparel sales—the extended cold weather delayed purchases for spring products like patio furniture, grills, and gardening equipment. The blow was buffered by the continual sales of non-seasonal products like clothes, food and beverages, and other home products.

Executives expect more innovative convenient features like Drive-up and Restock. These would work perfectly with more focused marketing and relevant pricing.

More Store Traffic

The newly renovated Target department stores receive more store visits because they now offer fresh food, produce, and prepared options for customers on a budget and on the go. Executives say store traffic is the true indicator of the health and progress of the business. They are also satisfied with store remodels, new inclusive brands, more convenient fulfillment options, and online offerings.

Strengthening Services

Target fortified its order fulfillment and delivery service by acquiring delivery service Shipt for $550 million.

Acquiring Shipt allowed Target to provide next-day delivery service to more than 700 stores in the first quarter of 2018. Consequently, digital sales went up 28%, compared to the 21% growth Target experienced in the first quarter of 2017.

Target has established itself as an omnichannel marketing behemoth, with a multi-category portfolio. Anything a person may need at any time can be provided by Target department store with just a few taps on a smart phone. Target is expecting its second-quarter sales growth will be in the low and mid-single digit range, with a 15% growth over last year.

“We’re very pleased that our business continued to generate strong traffic and sales growth in the first quarter, as we made significant progress in support of our long-term strategic initiatives.” This according to Brian Cornell, Target’s Chairman and Chief Executive Officer. With Target’s aptitude for diversification and innovation, the retail giant is poised to surpass future expectations. Target will continue to increase its valuation, while still creating products and services that the wider public enjoy and benefit from.

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