iDRIVE

Presented By:
Anna Peev
Anuritha Bandi
Songar Idues
Alvaro Caceres
To Dallas Chamber of Commerce for Business Gives Back Competition 2017

Table of Contents
Introduction ........................................................................................................................... 3
Objective of the Proposal ................................................................................................................. 3
Why is this Important? ..................................................................................................................... 3
The effects of the proposal ............................................................................................................... 3

Background ............................................................................................................................ 4
Dangers of Distracted Driving ........................................................................................................... 4
Insurance .......................................................................................................................................... 5
Staffing ................................................................................................................................... 6
Staff ................................................................................................................................................. 6
Project Manager ............................................................................................................................... 6
UI Developer .................................................................................................................................... 6
UX Developer ................................................................................................................................... 6
Application Developer ...................................................................................................................... 6
The Proposal .......................................................................................................................... 7
What is iDrive? ................................................................................................................................. 7
How does it work? ............................................................................................................................ 8
Incentives ......................................................................................................................................... 8

Budget ................................................................................................................................... 8
Staffing ............................................................................................................................................. 8
Marketing ......................................................................................................................................... 8
Miscellaneous ................................................................................................................................... 8
Total ................................................................................................................................................. 8
Budget Analysis ................................................................................................................................ 9

Target Questions and Answers .............................................................................................. 10

Authorization Form ............................................................................................................... 11
Notarized Authorized Signatures .................................................................................................... 11
Dallas Chamber of Commerce ............................................................................................................ 11
Apple .............................................................................................................................................. 11

Sources ................................................................................................................................. 12

Introduction
Objective of the Proposal
With the fast pace of developing technology, the risk of distracted driving is growing.
Drivers are constantly engaged with texting, tweeting, and snapping while driving. For the
Businesses Give Back Competition, Apple has decided to develop a software that limits phone
usage for drivers in the Dallas area. This tool will be designed to incentivize users to increase
usage of the program. Driver engagement with this software could substantially reduce the
number of accidents that occur in Dallas.

Why is this Important?
The Dallas-Fort Worth metroplex is the second fastest growing metro in the nation
according to Forbes. This growing population results in an increased number of drivers on the
road. As the Dallas area continues to grow, there will be more construction and roadwork for
developing highways. All of this is exciting for businesses in the area that expect a significant
economic resurgence. However, with an expanding population, there comes many concerns. In
2015, there were more than 31,000 accidents in the Dallas area, with 154 of those crashes being
fatal. Each year about 3,000,000 car accidents occur, with sixty four percent of those car
accidents happening due to cellphone usage on the road.
What if there was something put in
place to minimize or eliminate these
habits? A habit is “an acquired behavior,
regularly followed until it has become almost
involuntary.” How then does one control
these “involuntary” impulses? Apple has
decided to develop a program that limits cell
phone usage for drivers in the Dallas area.
The software will act as a setting on the
phone that will temporarily disable selected
applications so that drivers will not be able
to mindlessly scroll through social media.
The challenge, then, is making people voluntarily turn on such a setting. Apple can team
up with car insurance companies such as Geico and Allstate and fuel companies to provide
incentives for people to use this tool. Users could get rewards such as discounted insurance and
cash back for gas.

The effects of the proposal
The potential benefit of this program could save the city millions of dollars. It costs the
city an average of 6 million per fatal accident and 126,000 per nonfatal accident. To measure the
benefits of this application Apple could track the usage of the setting and compare it with data
regarding the number of accidents over a specified time. “iDrive” will be the best choice of
investment for the Dallas Chamber of Commerce due to the rate of return that will result from
minimizing accidents and saving lives.
Background
Each year about 3,000,000 car accidents occur, and sixty four percent of those car
accidents happen because of cellphone usage on the road. Each day, you and your loved ones
are exposed to this risk. You could potentially be involved in a fatal texting and driving incident
just because of someone’s irresponsible decisions. This is an epidemic issue that needs to be
resolved.

Dangers of Distracted Driving

Distracted driving has become more common in the recent years. People are constantly
tempted to reach over to their phone to answer text messages. However, people don’t realize
the weight of their own minute distractions. It can take up to 30 seconds to regain full attention
towards driving after answering a short text. If a vehicle is traveling only 25 miles per hour, the
distance traveled covers more than 3 football fields. The issue is prevalent with drivers of all ages
but it’s particularly frequent among young drivers.

This generation has benefited from large technological advancements, however, it's
become an addiction that's costing lives and bringing on life threating injuries. According to
Dallas Horton and Associates, in 2013 the average claim for bodily injury was $15,443 and the
average property damage claim for property damage was $3,231. With the average injured party
in a car accident paying for 23% of car accident costs, it means an average cost of over $28,000
per injured victim. Highway accidents alone cost this country $871 billion each year in economic
damages, loss of productivity, and other social harm. Of this total cost, $277 billion includes
economic damages, while $594 billion is the cost of social harm from highway accidents. The
economic cost alone adds up to about $900 for each American.
 Aside from the accidents caused by the responsible parties, there often can be severe
damage done to the roads and the neighboring environment. Localities must then use taxes to
pay for road repairs and clean up. Crashes often also lead to traffic delays, causing lost
productivity at work, wasted fuel, and the need for traffic intervention along with other services.
Overall, accidents affect not only the driver and the people involved in the accident, but the
entire community.

Insurance
The concept of liability on
the road is seldom understood
completely. States that require
drivers to have liability insurance
have their own set of minimum
limits that car insurance policies
must meet. The “limit” refers to
the maximum amount car
insurance companies will pay in a
claim. In Texas, the minimum
liability limits are $30,000 per
injured person, $60,000 per
accident, and $25,000 for property
damage per accident. Liability insurance only pays for injuries or property damage suffered by
others in an accident. The injuries of the minimum liability policy owner are not covered.
Because of the high cost of car repairs and medical care, the minimum amounts might not be
enough to pay all the other driver's costs if drivers get in an accident. This could result in law
suits for the injured party to collect the difference.
In summary, if an individual is texting and driving and causes an accident with damages
totaling up to 100,000, they can be sued for the difference. 100,000 in damages is easy to
incur. Insurance companies only defend policy holders in court up to the limits of the coverage.
All other legal expenses and damage compensation are on the shoulders of responsible party.
That means that the court can decide to garnish the responsible party’s wages until all costs are
payed for. Those costs don’t even include the additional legal defense costs that individuals will
acquire. Many don’t understand the weight of the responsibility of driving. People not only have
a civic obligation to execute caution when driving, but are also entirely liable for the choices they
make. The mistakes made on the road could potentially have residual financial consequences
years after the accident.

Staffing
Staff:
As iDrive is an Apple application, we look for dedicated and talented employees that will
provide excellence and help us create change for the world.

Project Manager
The Project Manager will provide three essential functions. First, a Project Manager will
provide fluidity to the team. By facilitating good communication and good coordination between
members the Project Manager ensures the progress of the project. Second, the Project Manager
provides scope. By providing and controlling scope, the Project Manager keeps changes in
project’s aspects (time, cost, resources) relative to the rest of the project. Finally, the Project
Manager handles all internal and external issues that arise for the project. This allows for the
project to continue smoothly despite normally inhibiting circumstances.

UI Developer
The UI Developers main role is to
focus on the way the functionality is
displayed and the concentrate on
the fine detail of how users interact
with the interface. The UI Developer
will develop the visual composition
and the functioning front-end code.
Ultimately, the UI Developer will
create a polished and functioning
final production.

UX Developer
The UX Designers main role is to combine their research and design skills together to create a
product that users will enjoy by understanding the user needs and produce designs accordingly.
This position will also require a fundamental understanding human behavior and psychology. The
work of the UX Developer will be to focus on the content structure, navigation, and how users
interact with them. The primary productions by the UX Developer will be site-maps, user flows,
prototypes and wireframes, to focus on the underlying structure and purpose of the software.

Application Developer
The Application Developers will be building the underlying functionality which makes the
product work by writing the coding. This will be the back-end code that enables the entire
application to work and will be the largest portion of the project. To do their jobs the Application
Developers will need fluency in multiple coding languages including Java, JavaScript, SQL, C#,
C++, Python, PHP, Ruby on Rails.
The Proposal
We are living in a time when technology is becoming increasingly essential to daily
functions. Life changing innovations such as cell phones have connected us with the world and
with each other. Ideas, videos, blogs, news, and information can be accessed by one simple
touch of a button. But this technological trend also brings a negative backlash. Every day
thousands of people, especially young adults, are glued to their cell phones. What started as a
simple device to call and message people, has created a dangerous habit; one that is difficult to
break due to the increasing demand of applications in the market. The place where this habit has
caused the most harm, is where individuals decide to multitask between texting and driving.
Luckily there is a solution.

What is iDrive?
Apple is developing software called “iDrive” that will be integrated within the newest IOS
system for iPhone users. Users that have the iPhone 5s, 5c, 6, 6s, 7, and 7s will receive iDrive in
the nearest update for IOS. Through just one simple touch of the screen, customers will be able
to access iDrive. Our goal is to make iDrive a necessity when people are driving on the road. In
the next five years, iDrive will become a popular application that is used constantly to create a
safer environment on the roads.


The following flow chart shows how the setting operates:


Measurements are Points are converted
Access: Main Pages translated into into discounts on car
points insurance premiums

Program measures Points are converted

Access: Drop Menu
distance and time into discounts for feul

Points are converted

Setting locks
Access: Siri into discounts for
selected apps
phone bills

iPhone is paired
Access: IOS Watch
with Bluetooth



How does it work?
To access the application, users can utilize the main pages, drop menu, Siri, and the IOS
watch. The user must simply turn on the setting and pair their phone with the Bluetooth device
in their car. As soon as the device is paired and the setting is turned on, Applications such as
Twitter, Facebook, Instagram, Snapchat, and the texting app will be locked. Notifications will not
show up on the lock screen and distractions will be eliminated. Users will only be able to access
calls, navigation, and music.

Incentives
The iDrive program will then use calculations of time, distance, and speed to measure the
use of the setting. These measurements will be converted into points that contribute towards
discounts on insurance premiums, cell phone bills, and fuel. The more the driver uses iDrive,
more points are earned. Through these incentives, iDrive will promote responsible and safe
driving. Many times, it is easier for individuals to do the right thing when they know someone is
watching. This system allows drivers to be rewarded for their good behavior. iDrive will have a
user-friendly experience. Apple’s goal is for people from ages 15- 80 to be able to easily and
comfortably access this application. Some individuals may not be technology oriented, but this
application offers features to help guide everyone.

Budget
Staffing
iOS Developers
($62.50 hourly wage x 8 hours per day x 5 days a week) x (7 staff members) x (26 weeks)
$455,000.00
Marketing
Social Media Marketing
($9.66 clicks per Mile x 800 times)
$7,728.00
Miscellaneous
(emergency cases) $12,000.00

Total $474,728.00




This chart below shows the distribution of the finances:

iDrive
2% 2%

96%
iOS Developers Social Media Marketing Miscellaneous

Budget Analysis
Financing for this iPhone application through Apple costs a total of $474,728.00. This cost is
allocated through the cost for staffing to develop the app, marketing, and emergency case
situations that can arise for the developers. This project’s life span is over a course of six months
so the costs apportioned that way.
Apple will hire seven developers; the hourly wage of a developer is $62.50. The developers will
work for eight hours a day, five days a week for a total of twenty-six weeks. This is a total of
$455,000.00.
Social media marketing is crucial to technology business. Marketing can help increase awareness
of what Apple’s new features. Therefore, marketing through Facebook will help guide this project
towards success. Facebook marketing costs about nine dollars and sixty-six cents per mile, this
also means that there has been one thousand impressions or views of the advertisement. Over a
time of six months, there can be eight hundred thousand interactions which totals up to
$7,7228.00
Since this is a technical project, it is very likely of unpredictable circumstances. There is $12,000.00
set aside for emergency cases. This could mean developers going on call, working weekends, or
things that are not progressing as needed in result creating a delay.

Target Questions and Answers
1. How will Apple be able to control how many people will gather points in one car?
a. Only one person can be connected to the Bluetooth of the car at a time which
ensures that only the driver will be able to gather points for using the setting. We
have taken this precaution to avoid any potential cheating as it's crucial to maintain
trust and avoid fraud when partnering with insurance agencies.
2. Why are Music, Navigation, and Calls still permitted?
a. We do not want iDrive to take away from the comfort of driving. The phone will be
paired to Bluetooth, so people will still be able to listen to music, navigation, and
phone calls.
3. Per this proposal, Apple must make contracts with these third-party companies, but will
they?
a. These agreements between Apple and the third-party companies would be
mutually beneficial. This would greatly increase social responsibility efforts of the
various companies involved and they contribute to accident reduction efforts.
4. This setting is only for Apple phones. What about Androids?
a. As Apple is a separate entity from Samsung, we will not be developing this software
for Android users.
5. It seems like a hassle to disable one’s phone. Will people really be motivated to do it?
a. At the end of the day, the choice to turn on the setting is completely up to the user.
However, we believe that users will make use of iDrive for not only the incentives
but for overall improving the safety of the road.


Authorization Form
Authorization
The Dallas Chamber of Commerce authorizes Apple to initiate the project of iDrive, which was
presented March of 2017.The Dallas Chamber of Commerce accedes to provide the finances
portion of ($478,727.00) by June 1, 2017.

Notarized Authorized Signatures
Dallas Chamber of Commerce

__________________________________________________ ___________________
Print Name Date

Apple
Print Name
Anna Peev
__________________________________________________ 4/18/2017
Print Name Date
Anuritha Bandi
__________________________________________________ 4/18/2017
Print Name Date
Songar Idues
__________________________________________________ 4/18/2017
Print Name Date
Alvaro Caceres
__________________________________________________ 4/18/2017
Print Name Date

 Sources
App Programming Guide for iOS. (2017, March 27). Retrieved April 18, 2017, from
https://developer.apple.com/library/content/documentation/iPhone/Conceptual/iPhone
OSProgrammingGuide/Introduction/Introduction.html

Automobile Insurance Made Easy . (n.d.). Retrieved April 18, 2017, from
http://www.tdi.texas.gov/pubs/consumer/cb020.html
Habit. (n.d.). Retrieved April 18, 2017, from
http://www.dictionary.com/browse/habit

In The Driver’s Seat. (2015, August 10). Retrieved April 18, 2017, from
http://www.messageloud.com/2015/07/17/in-the-drivers-seat/

Jensen, C. (2010, September 04). A Crash. A Call for Help. Then, a Bill. Retrieved April 18, 2017.
Marsan, J., Setchell, C., Aland, M., Cook, K., Ishola, W. A., Z., . . . D. (2017, March 08). How Much
Does Facebook Advertising Cost? Retrieved April 18, 2017, from
http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/

Municipal Accident Response Fees. (n.d.). Retrieved April 18, 2017, from
http://www.iii.org/article/municipal-accident-response-fees

Salary: IOS Developer. (n.d.). Retrieved April 18, 2017, from
https://www.glassdoor.com/Salaries/ios-developer-salary-SRCH_KO0,13.htm


Up to 27 seconds of inattention after talking to your car or smart phone. (n.d.). Retrieved April
18, 2017, from https://unews.utah.edu/up-to-27-seconds-of-inattention-after-talking-to-
your-car-or-smart-phone/

W. (2016, February 01). How Much Do Auto Accidents Cost? Retrieved April 18, 2017, from
http://gdallashorton.com/how-much-do-auto-accidents-cost/