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Figure 4-6 Q4-2 How Can New Hardware Affect Competitive Strategies? 157
Microsoft’s Redmond, WA,
Campus
Source: Ian Dagnall/Alamy

building? When you consider that 40 percent of the world’s energy is consumed in corporate
buildings, you can start to get an idea of the immense cost savings.

Self-driving Cars

The second disruptive force that could change the way businesses operate is self-driving cars. A self-
driving car (also known as a driverless car) uses a variety of sensors to navigate like a traditional
car but without human intervention. It will be full of advanced hardware and integrated software
and is the epitome of a mobile system. In fact, it will be so mobile that it will be able to move without
anyone being in the car (Figure 4-7). Yes, self-driving cars are in your very near future.
A recent report by KPMG and the Center for Automotive Research indicates that self-driving
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cars will be a reality as soon as 2019. Google is shooting for 2018, and most auto manufactur-
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ers (Mercedes-Benz, Nissan, Audi, and BMW) say they will have self-driving cars by 2020. As
of 2015, Google’s latest self-driving car is a two-seater with no steering wheel, brake pedals, or
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accelerator. Google’s cars have logged more than 700,000 miles without a single accident. The
Mercedes-Benz F 015 was the hit of the CES 2015 show when it drove itself on stage and opened
its saloon-style doors revealing passenger seats facing each other. It looks like the race to develop
self-driving cars is heating up. The competition will be fierce.
Self-driving cars will make things easier, cheaper, and safer. They’ll also disrupt well-established
industries.

Self-driving Cars Make Things Easier
Imagine how a self-driving car will change the lives of a typical family. A self-driving car could
allow Dad to review sales reports while “driving” to work. He’s much less stressed out—and more
productive—during his commute than he was with his old car. The self-driving car could then drop
off the kids at school—without Dad in the car—and return home to take Mom to work.
After work the family goes shopping and is dropped off curbside at the store. No need to park
anymore. It’s safer too. While shopping, Dad gets a message from his college-aged daughter that
she needs the car sent to pick her up from the airport. Dad’s glad he won’t have to drive all the way
out there.