車對車通信和車對基礎(chǔ)設(shè)施通信統(tǒng)稱為V2X，在長期的發(fā)展過程中，設(shè)計團隊考慮了多種方式，使用其他通信信號以降低成本。但V2X政府法規(guī)遲遲不出臺，導(dǎo)致可選擇的方式有所減少，而廣告成為為數(shù)不多的影響成本的潛在方式之一。
美國國家公路交通安全局（NHTSA）的一項研究預(yù)測，2020年，車對車（V2V）設(shè)備和安全管理等支持通信功能的成本約為每輛車341至350美金。對此，NHTSA面臨著諸多問題，其中之一是V2X帶來的安全利益是否能抵消成本，而NHTSA馬上要在2016年做出一項決議，即是否要求所有車輛裝載V2X。
汽車制造商則可能必須將這些部件設(shè)計到車輛中，因此他們正在尋求能夠應(yīng)用這一技術(shù)的各種方式，以攤銷成本。5.9赫茲專用短程通信（DSRC）是美國的V2X技術(shù)，其主要作用是向車輛發(fā)送信號并提出警示：另一輛車是潛在的危險。
盡管政府法規(guī)會將V2X置于與安全帶和安全氣囊同等的地位，但策略人士已經(jīng)在探索多種方式攤銷或降低成本。V2X部件曾被視為一種應(yīng)用于固件無線升級、實時交通監(jiān)控和其他任務(wù)的免費通信方式。但在法規(guī)未出臺時，蜂窩技術(shù)已開始應(yīng)用于這些領(lǐng)域。
“如果前方兩英里處有交通堵塞預(yù)警，為什么不用蜂窩技術(shù)呢？”通用汽車全球車輛安全部門總監(jiān)John Capp說，“對于更多即時安全信息來說，DSRC絕對是發(fā)展方向。
蜂窩技術(shù)已被應(yīng)用基站普遍采用，同時，它也駁斥一種觀點，即V2X成本即便在法規(guī)沒有出臺的情況下也可以降低。汽車制造商和購車人都不愿意投資這種技術(shù)，因為除非為數(shù)眾多的車量可以相互通信，否則該技術(shù)不會有用。
“DSRC將實現(xiàn)免費，但企業(yè)將不得不對硬件進行投資，”沃爾沃（Volvo）安全電子與功能部門高級技術(shù)領(lǐng)導(dǎo)人Erik Coelingh說。“通?？蛻舨惶赡芑ㄥX購買一樣得不到任何好處的東西。”
一些觀察人士認為，可以給車輛發(fā)送廣告來抵消部分成本。對于車對基礎(chǔ)設(shè)施通信來說尤為如此，因為車對基礎(chǔ)設(shè)施通信還需要路邊信標。DSRC數(shù)據(jù)或許也會被發(fā)送到數(shù)據(jù)處理中心。廣告也能幫助支付這些安裝費用。
“很多模型依賴于某種形式的廣告，”施樂公司（Xerox）技術(shù)政策與策略部門高級總監(jiān)Joe Averkamp說。“你需要確保廣告設(shè)計恰當，而且不會讓駕駛員分心。”
DSRC具備多種頻道，因此某個頻道可用于發(fā)送當?shù)氐膹V告或者其他信息。這也將取決于頻段如何分配。
“廣告問題仍未解決，”福特（Ford）全球駕駛員輔助與主動安全經(jīng)理Mike Shulman說。“七個DSRC頻道已經(jīng)進行了分配。安全信息將通過一個頻道，紅綠燈通信等信息可以通過另一個頻道。廣告信息頻道還未確定。”
有些經(jīng)理人認為，在監(jiān)管者出臺V2X法規(guī)，汽車制造商開始運輸裝備有V2X的車輛前，廣告商將會打造一個替代型的基礎(chǔ)設(shè)施平臺。
“其他廣告方式可能會出現(xiàn)得更早，并且成本也可能更低，”Capp說。
作者：Terry Costlow
來源：SAE《汽車工程雜志》
翻譯：SAE 上海辦公室
原標題：Can ads help in vehicle-to-vehicle rollout?
Can ads help in vehicle-to-vehicle rollout?
During the long development of vehicle-to-vehicle/-infrastructure communications, collectively referred to as V2X, design teams looked at many ways to cover costs by using the signals for other tasks. But the long wait for a government mandate requiring V2X has reduced the options, leaving advertising as one of the few potential ways to impact costs.
A U.S. NHTSA (National Highway Traffic Safety Administration) study predicted that V2V equipment and supporting communications functions such as security management would cost approximately $341 to $350 per vehicle in 2020. Whether the safety benefits offset these costs is one of many questions facing the agency as it nears a decision in 2016 on whether or not to require V2X on all vehicles.
The automakers who may have to design these modules into vehicles are exploring ways to use the technology in different ways to amortize costs. The main role of 5.9-GHz dedicated short range communications (DSRC), the U.S. technology for V2X, is to send signals that will alert vehicles that another car is a potential threat.
Even though a mandate would put V2X on par with seat belts and airbags, strategists have explored ways to amortize or reduce costs. V2X modules were once viewed as a free communications link for firmware over-the-air updates, real-time traffic monitoring, and other tasks. But when no regulations were issued, cellular technology began filling these roles.
“If there’s an alert for a traffic jam two miles ahead, why not use cellular?” said John Capp, Director, Global Vehicle Safety at General Motors. “For more immediate safety messages, DSRC is definitely the way to go.”
As cellular chipped away at the applications base, it also knocked down the idea that V2X costs could be justified even without a mandate. Neither automakers nor car buyers are likely to invest in a technology that won’t be useful until a large number of vehicles can talk to each other.
“DSRC will be free, but companies will have to invest in hardware,” said Erik Coelingh, Senior Technical Leader, Safety Electronics & Functions at Volvo. “It’s always difficult for customer number one to pay for something without gaining any benefit from it.”
Some observers feel that advertising may be sent to vehicles to help offset some of the cost. That’s especially true for vehicle-to-infrastructure communications, which will require roadside beacons. DSRC data may also be sent to data-processing centers. Ads could help pay for these installations.
“Many models rely on some form of advertising,” said Joe Averkamp, Senior Director, Technology, Policy & Strategy, at Xerox. “You need to make sure it’s subtle and not distracting.”
DSRC has multiple channels, so it’s possible that one could be used to send localized ads or other information. That will depend on how bands are allocated.
“Advertising questions are still unresolved,” said Mike Shulman, Ford’s Global Driver Assistance and Active Safety Manager. “Seven DSRC channels have been allocated. Safety messages will go on one channel, things like traffic-light communications could go on another. An ad message channel has not been defined.”
Some managers feel that advertisers will build an alternative infrastructure in the years before regulators mandate V2X and automakers start shipping equipped vehicles.
“There are other ways to do advertising that can happen sooner and are possibly less costly,” Capp said.
Author: Terry Costlow
Source: SAE Automotive Engineering Magazine
施樂公司（Xerox）認為，投放廣告有助于降低諸如交通管理設(shè)施的V2X成本。