Assignment 4A - Forming An Opportunity Belief

I believe that there is a need for eliminating smart phone use while driving. Yes, we now have laws that state it is illegal to use a smart device while driving. Yes, we have social pressures in place, such as “Don’t text and drive” advertisements on every other billboard. But, the current efforts that rely on driver self-regulation are not working. An article from Bloomberg.com, Smartphones Are Killing Americans But Nobody’s Counting, cites that suddenly in 2016 and 2017, US traffic fatalities surged by 14.4%. With no other obvious indicators for the surge, the article correlates this to the increase in smartphone use, as well as the increasing complexity of apps being used on the devices that require more focus and attention from the user. And, according to statista.com, the number of smartphone users in the US is on the rise, and therefore this issue is likely to also continue to grow. In 2010, the number of smartphone users was 62.2 million. In 2016 the number had jumped to 208.61. in 2022, the number is estimated to be 270.66 million.


Interaction No. 1: Male, mid 40’s, single

· Do you use your smartphone while driving? Why/why not? If you do, do you feel that you focus less on the road than before you had a smart device?

o “Yes, I do. I have ADD with my phone. I’m always texting, on social media, looking up stuff on the internet based on what I hear on the radio. I watch YouTube while driving. I know I have to stop this because I’m going to end up killing someone. I 100% am less focused on the road than before I had my smartphone, no doubt about that.”

· Do you see other drivers using their smartphones while they are driving? What do you observe? What do you think when you see this?

o “Yes, all of the time. I judge them. They are NOT safe! I think ‘Why are they doing that?!’ They will be sitting at a light after it turns green, and they don’t go. I honk and yell at them ‘Get off your phone!!’ Yes, I know. I have no room to talk.”

· Do you think smartphones are contributing to increased frequency of accidents and traffic related fatalities?

o “Yes. I was just recently in an accident where a guy hit me. I know he was on his phone even though he wouldn’t admit it. You also see people veer and swerve all over the road and, when you pass them, they are on their phones.”

· Do you believe the current laws and social pressures are having an effect on this problem?

o “No. People feel entitled, think they will get out of it if caught, or think it won’t happen to them. Younger people don’t understand consequences, so they continue to do it. The AT&T pledge isn’t doing anything. And an ‘I don’t text and drive’ sticker on my car won’t do it.”

· If there was a way to forcibly prevent drivers from using their smartphone while driving (think device disablement), including yourself and outside emergency situations of course, would you think this would be a good thing?

o “Yes, it would be good because it would make drivers safer because they couldn’t use their smartphone. We have the driving apps now, to help curb phone use while driving, and I won’t use it. I’m weak. It’s an addiction. (Pulls out phone and looks at it, checks app usage.) I’ve used my phone almost 5 hours just today. (It was 3:45PM.) I’ve been on social media over 30 hours in the past 7 days. I’d be for it as long as whatever disables the device can distinguish between a driver and a passenger.”



Interaction No. 2: Male, ~30, married with twin infants

· Do you use your smartphone while driving? Why/why not? If you do, do you feel that you focus less on the road than before you had a smart device?

o “I have my smartphone on a magnet connected to my AC vent. I don’t text and drive; that’s very unsafe. I will use Siri for voice-to-text, though. I used to text and drive but realized that was stupid, so I don’t do it anymore. I mostly use my device for playing music. I probably am more distracted now with a smartphone than before, although I used to have CDs instead that would distract me.”

· Do you see other drivers using their smartphones while they are driving? What do you observe? What do you think when you see this?

o “Yes, at traffic lights. I get so angry! Nobody moves at a green light! They are all on their phones! I constantly see people drive off the road and swerve. I also see them drive slower when they are texting, as if that makes it safer.”

· Do you think smartphones are contributing to increased frequency of accidents and traffic related fatalities?

o “Yes. People are swerving off the road, and they come into my lane while on their phones. It’s scary worse than drunk drivers.”

· Do you believe the current laws and social pressures are having an effect on this problem?

o “In different places. In New York, a cop will pull you over if they even see you look at your phone. Here, the cops do nothing. I’m not even sure if a Florida law exists.”

· If there was a way to forcibly prevent drivers from using their smartphone while driving (think device disablement), including yourself and outside emergency situations of course, would you think this would be a good thing?

o “I want people to stop doing it on their own instead of forcibly doing it. What if you are a passenger and want to use the phone? I think some would think it’s a good idea based on personal experience, say if their child was killed in a related accident. Actually, if a passenger could still use the phone, then I think locking out a driver from using it would be a good idea.”



Interaction No. 3: Female, ~40, single

· Do you use your smartphone while driving? Why/why not? If you do, do you feel that you focus less on the road than before you had a smart device?

o “No. I will sit in the parking lot for 20 minutes to take care of whatever I need to take care of on my phone before starting to drive. When I was young, my dad was a ‘body scraper’. I was exposed to the consequences of behaviors like this early in life. I also had a friend in North Carolina who was driving and posting on Facebook what a great day she had, and was killed in an accident while posting that message.”

· Do you see other drivers using their smartphones while they are driving? What do you observe? What do you think when you see this?

o “Yes! I see them in my rearview mirror, on the side of me, in front of me; I honk! I’m selfish cause I want to live! I don’t want them to come into my lane, or hurt me, or hurt themselves. We can avoid it.”

· Do you think smartphones are contributing to increased frequency of accidents and traffic related fatalities?

o “Absolutely! It’s unfortunate. And we now have Apple watches which makes it worse. We feel we always need to be connected. I can hear my phone go off in the back seat and I wonder who it is, but I don’t look. It’s not worth it.”

· Do you believe the current laws and social pressures are having an effect on this problem?

o “I don’t know what the actual laws are. I know in some states it’s legal, and in some it’s not, and some require hands-free. There used to be lots of tv commercials and radio spots, but the seriousness and frequency of the messages is fading. I don’t think either are very effective. It’s the human element. Nobody thinks it will happen to them.”

· If there was a way to forcibly prevent drivers from using their smartphone while driving (think device disablement), including yourself and outside emergency situations of course, would you think this would be a good thing?

o “No. It’s too much government control. You, your family, or those you affect by an incident may have to face the consequences, but that is just too much control. I know it would probably do a lot of good, but it is a slippery slope and it crosses the line. What will they monitor or control next?”


Reflection:

The interactions confirmed most of what I suspected. All responses acknowledge there is a dire problem that current efforts are not solving. There is unanimous agreement that most people cannot self-regulate, and the consequences have life and death implications. All recognize that other drivers lack awareness of their surroundings, and there is concern for personal well-being and safety. Most seem to not be aware of existing laws that prohibit smart device use while driving. Clearly, the main indicator of responsible behavior while behind the wheel is from those that have personally, or known of others, that have suffered consequences. There is a concern that regulation could impede on personal freedom.



Summary:

Based on my initial belief, and reinforcement from my interactions, this opportunity is real and exists. There may, however, be an intermediate step before going to full technological enforcement, or at least an effort that can be explored while the opportunity is developed. The lack of understanding of current law was apparent and, perhaps with focused campaigns to inform the public, increased compliance with laws will occur once the public is aware. Entrepreneurs should definitely adapt the opportunity to customer feedback because, after all, customers will only consume if it satisfies their needs. Therefore, adaptation of this opportunity to have the technology distinguish between a driver and passenger would be critical in opportunity development.