Tag Archives: Magneti Marelli Motorsport

A deep dive about new horizons disclosed by Augmented Humanity

As a keyword coined in 2010 by former Google CEO Eric Schmidt, “Augmented Humanity” defines the use of technology to aid and replace human capability in a way able to join people and machines.

How can humans interact with technology?*

Augmented Humanity: which potential applications?

At a basic level, augmentation defines machinery used to replace or enhance parts of the body. On a more sophisticated layer, human augmentation can involve a wide range of industries and activities like security, fashion, communication.

Predictions about possible applications of Augmented Humanity in different industries is very wide and heterogeneous; by the way, here are a few interesting concepts**:

  • ‘Edios Audio’ – a mask that allows you to “zoom in” on nearby conversations, gaining a momentary ‘spidey sense’ of enhanced selective hearing.
  • Google Glass’ wink activated snapshot feature – a tool that allows you to take a photographic memory of where your car is parked to ensure you never lose it on a shopping trip again.
  • Spotify’s sensor which listens to the user’s body to measure heartrate and choose music based on mood.
  • A tiny device called Reveal LINQ, which sends irregular heart rate data from patient to doctor, via a 3G box that lives under your bed.

New horizons in Motorsport and Automotive

As Eric Schmidt already suggested when coining the AH term back in 2010, the next step of the Age of Augmented Humanity are things like autonomous cars and the massive growth of real-time telemetry. Some examples?

  • Google driverless cars, a project currently led by engineer Sebastian Thrunthat that involves developing technology for autonomous cars, mainly electric cars.
  • Protective clothing that includes accelerometers and activate mini-airbags in the most affected body areas.
  • Local telemetry, that may let marshalls or race control capable to get information even before getting any close to the driver.

SEE ALSO: Does the Future Belong to Connected Cars?

Conclusions: from scarcity to ubiquitous economies, Augmented Humanity as a disruptive business model

To sum up, the near Motorsport and Automotive future will be strongly “touched” by the use of technology to both aid, and replace, human capability in a way that joins person and machine as one. This phenomenon will increase the ability of pilots and drivers, optimizing their performance and the overall company’s one.

On the other side, start thinking about Augmented Humanity is not an easy challenge, as it requires a mindset shift***:

“Large existing businesses that depend on the economics of scarcity to change to the economics of ubiquity [...]”

SEE ALSO: Wearable and safety analysis: a short history about idea generation in LapTime Club

Are you ready? Take the challenge of Augmented Humanity also on Magneti Marelli LapTime Club, and share your breakthrough suggestions related to topics like wearable, V2I and Internet of Things. Here’s a few stimula:

  • The potential of wearable tech for the pilot’s safety;
  • New improvement in performance analytics;
  • Side effects for the racing and motorsport show business;
  • Privacy risks and issues.

* slideshare.net, The age of Augmented Humanity - By Antonio de Pasquale
** codegent.com, Augmented Humanity
*** gigaom.com, Eric Schmidt: Welcome to “Age of Augmented Humanity”

LapTime Club celebrates its first 1000 members

Time flies! Just one year ago we were officially launching the LapTime Club Community designed to generate disruptive ideas about Motorsport world. Thanks to the contribution of all the community members, LapTime Club is growing month after month and today we are celebrating a special happening: the community has reached the number of 1000 innovation enthusiasts. The community members come from all around the world and believe in the power of open collaboration, because as Mr. Deward said:

“Minds are like parachutes; they work best when open”

Nowadays, numerous breakthrough innovations have improved our lives in significant and profound ways. It is important to remember however, that these developments often started with a basic idea, which provided an initial framework for additional innovations and improvements. This was also the original idea behind the LapTime Club Community that became in time a reference community for people who are passionate about Motorsport. 

“Innovation distinguishes between a leader and a follower” (S.Jobs)

Who did say that only professionals can innovate? Innovation isn’t just for professionals anymore: passionate amateurs, thanks to their creative approach and to the new tools, are creating products and paradigms that companies alone couldn’t. It’s a kind of bottom-up innovation process that can be seen in the most fascinating, futuristic projects emerging today. It simply starts with being open and alert to what’s going on around you right now. Joi Ito, influential thinker, speaker, and seed investor driving the international development of the Internet, gives a suggestion about this issue in his TED Talk: 

“Don’t be a futurist, he suggests: be a now-ist”

YouTube Preview Image

Creativity and enthusiasm are the two main ingredients of the LapTime Club project, an online meeting point where people spontaneously make themselves available for sharing ideas and insights about how to improve the Motorsport world thanks to their knowledge and experience. According to Steve Jobs: 

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while”shutterstock_229031989

best_ideaToday the LapTime Club Community has reached an important milestone of 1000 members, considering it not only an important goal but also, above all, a new starting point for reaching always greater results. Keep on innovating with other members of the LapTime Club Community and don’t forget that:

“The impossible is often the untried” (J. Goodwin)


4 Transformative Trends towards the Automotive Industry 4.0

The recent advent of new, disruptive technologies has completely revolutionized and reshaped the way things are made in the manufacturing sector, thus including the Automotive industry.

According to different worldwide studies, executive papers* and research analysis**, we are entering a new business era, called “Industry 4.0″ (especially in Europe) and/or “Industrial Internet” (GE‘s term).

[...] These labels reflect a basket of new digitally-enabled technologies that include advances in production equipment (including 3-D printing, robotics, and adaptive CNC mills), smart finished products (such as connected cars and others using the Internet of Things), and data tools and analytics accross value chain.

The term “Industry 4.0″ is due to the fact that – according to many – it is the fourth industrial revolution after the steam engine, the conveyor belt, and the first phase of IT and automation technology. But how to focus and “adapt” the Industry 4.0 framework on the Automotive world?

Key drivers of Industry 4.0

Behind the “Industry 4.0″ new paradigm, it is possibile to map at least four mega trends that act as game changers, while finding possible application also for the Automotive sector:

  • Big Data: the huge amount of data available to decision makers and tech/business professionals needs to be collected with the right tools and approaches, in order to be transformed in actionable insight and valuable informationLapTime Club 2014 Innovators Cristian Cascetta and Alessandro Sarcina suggested disruptive ideas linked to the right usage and visualization of motorsport data during decision making processes. Curious about them? Read their interviews here (Cristian) and here (Alessandro).
  • Advanced Analytics: someone talks also about analytics 3.0. Regardless the naming, data analysis becomes fundamental to optimize processes while increasing their effectiveness and/or efficiency. Just think about Magneti Marelli WinTAX telemetry software, in the top ranking of PC applications for data acquisition and analysis in Motorsport competitions.
  • Human-machine interfaces: technologies like augmented reality (QR codes, …) open a wide range of opportunity to let people live and feel as if they were sat next to Motorsport drivers and champions, during a race.
  • Digital-to-physical transfer: 3D-printings, laser cuts and other solutions related to digital fabrication let enlarge the traditional R&D internal boundaries, by opening and “democratizing” innovation processes. For example, the hackathon organized during the Motorshow 2014 in Bologna involved university talents, with the possibility of carrying out training experience at the Company. The core point was the context of “Innovaction” with declination of the “New roads for innovation” concept and the Hackathon event on 10th December 2014. As result, The jury of experts appreciated the original approach in the design of the physical part of the dashboard and the combination of graphics, design and software.

No fear! Embrace the New Open Era

Believe it or not, the Automotive sector will be strongly reshaped by the above-mentioned new trends and technologies.

Are you ready for digital disruption? If so, join the LapTime Club and start change the Motorsport world with us. Lots of innovative challenges are waiting for your contribution: see you online! #LapTimeClub

* McKinsey, Digitizing the Value Chain
** McKinsey, Manufacturing's Next Act

Innovation Chat with Vicente Pechuan Vilar, Engineering Specialist at Magneti Marelli Motorsport

The future of Motorsport? Very difficult to guess it. For this reason, after the interviews to LapTime Club 2014 Innovators Alessandro Sarcina and Cristian Cascetta, we decided to introduce Vicente Pechuan Vilar, Engineering Specialist at Magneti Marelli Motorsport.

Besides his daily professional job, Vicente is also one of Magneti Marelli LapTime Club community engagers, and recently published some interested ideas inside the community. Read his community profile here, and enjoy this new Innovation Chat!

SEE ALSO: Innovation Chat with Cristian, Top Innovator and Winner of LapTime Club 2014

Hello Vicente, and welcome. In your personal opinion, does the motorsport future belong to connected cars?

First of all, I wanted to thank the LapTime Club for allowing me to express my ideas in such an open environment. I’d also like to make use of the opportunity to thank everybody who is contributing to this flow by voting and, most of all, by expressing their opinions. Furthermore, remember that most of times the ideas from people outside of the motorsport environment are usually the fresher, most clean from preconceptions and vices. All opinions are welcome!

So coming to us, does the motorsport future belong to connected cars? Well I guess that depends on… connected to what? If you mean to the internet or to some kind of big, public database, I don’t think so. When talking about motorsport, information is key to success, so teams seldom share data, it’s like gold for them. For this reason, data will always be a secret, in my opinion.

On the other hand, if we are talking about vehicles connected between themselves and all this info being monitored by race control, that would be definitely a yes! And not only motorsport, I think one day all road vehicles will be interconnected and, somehow, they will all know what vehicles around them are doing. But coming back to our sports environment, I believe there are still some concepts to exploit: if a car has a mechanical problem, why not to show it not only to the rider, but also to the riders behind him? If race control wants to give an urgent message to all drivers, why not to do it, simultaneously, to all of them? Or to the team? And how?

And to end with it, think about it: when I worked and lived away from races, I imagined all teams had, inside their box, a set of monitors where they could see what their riders were doing, real time. Nothing further from reality… when I came to MotoGP and finally worked with teams inside their boxes, my eyes were fully opened when I saw that, during the races, the only way they have to know what their riders are doing, is through TV broadcast! So, if you are not Marquez or Rossi, meaning that your rider never appears in TV, you are looking all the time at monitors that tell you partial times in current lap and show a yellow dot if he’s doing his pest partial. That’s all, for all the race! Come on, in the 21st century still with this? So as you can imagine, there’s still a long way to go.

Actually the matter will not be if they will be connected, but what data will be shared and how.

SEE ALSO: Innovation Chat with Alessandro, one of the 2014 LapTime Club Winners

Wearable in motorsport: which innovative product development do you foresee in the near future?

I must confess, I love science fiction… since I was very young, so I feel very familiar and consider almost-normal some of the things I’ve “grown with”, watching on TV and films. You know what I’m talking about… Star Trek, Iron Man… you can see them wearing very cool accessories! And I’d love today’s riders/drivers to wear them. And they’d also be useful.

  • Health sensors all around the body, to help medical control to know the status of all riders, all the time. Also, for TV purposes and rider knowledge himself.
  • Accelerometers, to engage safety hardware, like specific airbags or other car/bike safeties.
  • Small monitors worn in the wrist of the mechanics, each of them showing specific data for specific purposes.
  • Head Up Display (HUD). This one I particularly love. I can’t wait, and I believe it’s a matter of time, to see bike information displayed in the visor of helmets. This could help a lot safety and improve information visualization and reaction times.
  • Mini cameras. All around the bike and the body of the rider, to be used by TV or team’s purposes, to monitor situation in 360 degrees.

Which innovative solutions and best practices related to infotainment but useful for the motorsport industry could you imagine?

I have always intended infotainment as a better, easier and “more advance” way of displaying information to the user and interacting with it. Actually, infotainment mixes information and entertainment. It’s like curved-3D TV in opposition to old style, black and white TVs.

We have come a long way in this sense, info is showed in much nicer, powerful and easier to understand modes. The thing with motorsport in particular, is that there is a huge amount of information to be analyzed, and displaying it in the best of the ways is not always easy. Besides, it requires a lot of effort from the user, in order to create the appropriate layouts, which in the other hand renders it much more personal and narrowed upon single needs.

Some of the solutions I’m sure will come sooner rather than later we’ve discussed above. For example, the HUD, Head Up Display, already used from decades in the jet fighter industry, and in use in some road cars such as some BMWs, Peugeots… for me, it’s a huge step in information displaying to the user. In this case, the user being the rider/driver. For the technical staff, I can already imagine touch-screen monitors, mouse that can handle the computer pointer without the need of a solid surface (so, basically, having your hand in the air), small tablets to easily show the rider the info he’s usually most interested at, computers that send voice commands and information to the user, and user that can respond, data transfer through ultra-fast wifi, so cables will be needed only as a backup… without forgetting phasers and plasma torpedoes! :P

What about the application of telemetry tools – such as Magneti Marelli WinTAX – to other non-motorsport sports?

We, motorsport  workers and co-workers, tend to be very proud of ourselves, to believe we are working in an environment that’s actually the pinnacle of performance and speed. We tend to forget that competition itself means the search for perfection and defeating your opponent (with best practices and always friendly approach, that’s for sure), and competition is vast and wide, and goes much, much beyond motorsport, right? Let’s think about a couple of non-motorsport sports, and think how tools like WinTAX could help.

  • Biking. I can’t imagine any other sport that puts so much physical stress into the sportsman. Yet, even without mechanical engines, it’s so focused on speed and performance. I can imagine everybody willing to have situation continuously monitored in real time, speed, strokes per minute, oxygen consumption, calories, position on GPS, distance to a particular rider… for road biking and mountain biking!
  • Marathon. Same here, very focused, in this case, on health parameters. I guess all professional long distance runners would love to see nice data from their performance, and it would help them and medical experts to exploit human capacity to further limits. Also for rush races! Like Usain Bolt and company.
  • Triathlon, Decathlon… sensorizing bike and shoes, and putting a GPS to all riders, in order to see where they’re strong and where they’re not, compared to their best performances and to others.
  • Swimming, skiing, America’s Cup

In the end, it’s about imagining which sensors and which data would make for each particular sport, and being able to analyze data with WintaxPossibilities are endless!

Thank you Vicente for your ideas, insights and suggestions. See you and keep in touch on Magneti Marelli LapTime Club! #LapTimeClub

A Technical Analysis of 2015 24 Heures du Mans (WEC)

24 Heures du Mans is the third FIA WEC (World Endurance Championship) challenge, and the world’s oldest active sports car race in endurance racing. It takes place inside the Circuit de La Sarthe (France). The high-speed route is 13,629 metres long, and racing car needs on average 400 laps to fully complete it.

WEC Categories

World Endurance Championship is characterized by two main categories:

  • LMP1, dedicated to car makers;
  • LMP2, dedicated to indipendent teams or to engine makers/dealers. This second category can also be split in two sub-categories - Le Mans Prototype 1 Hybrid and Le Mans Prototype 1.

24 Heures du Mans performance and reliability analysis


The number of gear shifts is very high (20,000), because of the car race long-lasting duration. Most used gears are the 5th (37% of total time) and the 6th (24%).


Firstly, the race requires 1075 kg of fuel to be completed. Pit stops number is generally between 24 and 32, in coherence with the selected tires strategy.


During 24 Heures Le Mans it is possible to recover:

  • up to 2,218 kJ through braking;
  • 5,300 kJ through MGU-H.

ERS performance on LMP1 racing cars is fundamental, as combustion engine gives just 500-600 HP (out of 900-1,200 HP). Generally speaking, Power Unit performance and reliability becomes really important to keep a good performance during the entire challenge.

Does the Future Belong to Connected Cars?

[Connected car is] the presence of devices in an automobile that connect the devices to other devices within the car/vehicles and or devices, networks and services outside the car.

Taking into account this definition*, a big question remains: does the future of Automotive really belong to Connected Cars?

New technologies for a new paradigm

Before moving forward, it is important to know the main kinds of systems that can be connected through modular and/or embedded solutions. According to autoconnectedcar.com* these are:

  • music/audio, podcasts, Internet radio via various devices such as smartphone or Internet-enabled tablet;
  • navigation (either through a smartphone/iPhone application or through a built-in GPS navigation system);
  • automotive system diagnosis (oil pressure, OB-II computer system information for service, engine diagnostics, …);
  • bluetooth;
  • road side assistance;.
  • voice commands and hands-free controls;
  • contextual help/offers;
  • parking apps;
  • automobile diagnostics;
  • other services like steering for parking, engine-style-controls and other ADAS features;
  • 4G Wi-Fi hotspots.

SEE ALSO: Biometrics, Wearable Technologies and Motorsport

Which are the main pros of connected cars?

Besides cyber security issues, connectivity applied to the Automotive sector – both with the external world and inside the car – offers a wide range of benefits, for each of the stakeholders involved**.

  • Safer drivingvia ADAS (advanced driver assistance systems) and V2V (vehicle-to-vehicle) communication;
  • Green driving: through big data solutions and V2I (vehicle-to-infrastructure) interactions;
  • Entertainment/infotainment: by supporting different devices like smartphones, tablets, sensors, cameras, on-board diagnostics and automated driver assistance systems.


Undoubtedly, there are many benefits of connectivity**. We are not (just) talking about the possibility to buy food through in-car ordering dynamics***, but we are studying this solution from a higher and looking-forward perspective:

Any sensory data collected by a connected vehicle will be fused, analyzed and presented to a driver on the fly, alerting him to take a necessary action.

Will worldwide consumers be ready to use this innovation on a daily basis in the near future? If so, which other connected solutions may be put in place through new technologies, like Internet of Things? Participate now in the following LapTime Club community’s challenges:

* autoconnectedcar.com, Definition of Connected Car – What is the connected car? Defined
** eetimes.com, Topic Teardown: Connected Cars' Pros & Cons
*** pcmag.com, Pizza Hut, Visa Experimenting With In-Car Ordering

WinTAX4: Four Industries Where to Use the Telemetry Tool

Developed in more than 30 years of Formula 1 racing, WinTAX4 is currently one of the top ranking PC applications for data acquisition and analysis in Motorsport competitions. As a matter of fact, the telemetry tool has been developed by Magneti Marelli Motorsport in order to analyze, organize in a database and check performance and reliability data of:

  • racing cars;
  • racing bikes;
  • simulators;
  • all Magneti Marelli products.

WinTAX4 is also one of the core focus topics of LapTime Club, Magneti Marelli’s international social innovation community specifically designed and developed to fuel members’ ideas about telemetry, electronic and electromagnetic systems. By now, already several challenges have been dedicated to WinTAX4:

See also: Deep dive in MotoGP and World SBK: Radiography of the MDU 230 Dashboard

WinTAX4: not just for Motorsport Tech Specialists

As underlined at the beginning of the article, the first usage of WinTAX4 is strictly linked to the Motorsport industry.

On the other side and thanks to its great customizability, Magneti Marelli telemetry and data analysis software may also be successfully used in other fields, like the following 4 industries:

  • Video games
  • Health
  • Aerospace
  • Finance

Wintax Dashboard

Think outside the box: can you come up with innovative, breakthrough solutions how to use WinTAX outside Automotive and Motorsport? If so, share it in LapTime Club and become a reputed Tech Protagonist!

Infotainment in Motorsport: Don’t Miss LapTime Club Social Logbook

Infotainment is a specific type of content, media or other material that combines educational/useful information with entertainment dynamics. Which innovative solutions and best practices related to infotainment but useful for the Motorsport industry could you imagine?

Here’s just a snapshot of the challenge “What about Introducing Infotainment to the Motorsport Industry?” published on Magneti Marelli LapTime Club.

As a matter of fact, when focusing on the Motorsport and Automotive industry the term refers to the hardware/software products and systems built into, or added to vehicles in order to enhance driver and/or passenger experience.  Its main benefits are related to the enrichment the driver’s experience while offering innovative services like apps, multimedia readers, real-time content/information digital providers.

SEE ALSO: Rethinking Infotainment in Motorsport and Automotive: Big Deal or (Still) Big Challenge? 

The LapTime Club challenge focused on Infotainment spurred conversations and buzz in terms of new and interesting ideas, among the community members.

Once it was live, the first contributor suggested to design and implement a communication project: a social contest where LapTime members could produce photos of short videos (5 seconds long). They should try to capture unexpected images of things related to the Motorsport world and meaningful from a human point of view: beautiful takes of circuits (of scenic or romantic value), special actions in the pit stop, behind the scenes moments, celebrations, technical/mechanical exploits, etc. 

Also Alessandro Sarcina – one of 2014 LapTime Club winners – contributed to the challenge by suggesting a reading from Tech Crunch: “How Connected Cars Have Established A New Ecosystem Powered By IoT”.

SEE ALSO: Innovation Chat with Alessandro, One of 2014 LapTime Club Winners

A few hours ago, a third LapTime Club member – a Pilot! – bring his expertise by advising to develop a variety of devices, with affordable price and through interconnected systems such as GPS and Gmeter. You can read his full idea here.

Infotainment matters: take the challenge to become a Race Innovator!

Thanks to our LapTime Community for sharing interesting starting points about possible connection between Infotainment, Automotive and Motorsport!

Now, it’s up to you: take the challenge and start posting your suggestions and ideas. Keep innovating and stay tuned on LapTime Club!

Wearable and safety analysis: a short history about idea generation in LapTime Club

As mentioned by the global analysis made by Gigaom in 2012, wearables may be described as:

“Computing devices that are always on, always accessible and easily worn on the body. They typically feature real-time information access, data-input capabilities, local storage and some form of collaborative communications ability.”

In the last few years, researches about wearable technologies and safety analysis have found heterogeneous and interesting touch points, in a range of different sectors like:

  • Health
  • Clothing
  • Gaming and Entertainment

Talking about this, the challenge launched last month in Magneti Marelli LapTime Club about possible touch points between Biometrics and Motorsport through wearable technologies generated buzz in terms of new and interesting ideas among the community members. It shows how the connection between Biometrics and Motorsport has been considered a nice and useful improvement in the motorsport field by LapTime Club Community members.

SEE ALSO: Biometrics, Wearable Technologies and Motorsport

Once the challenge was live, one of the community contributors launched an innovative suggestion: information gathered via wearable devices could be recorded in loggers and viewed in post processing with WinTAX. It could be considered helpful for recording blood pressure and heartbeat with important implications for measuring the human performance during a race. If you stop and think about it, can you imagine how many real time data can be immediately transformed into usable information?

Starting from this idea, the members shared other interesting comments and ideas about the possibility to connect Biometrics and Motorsport. One among them asked:

“Why do not project a new kind of overalls with health monitoring system integrated?”

This idea was also supported by a sketch made by another technical contributor:


This example shows how wearable tech is eroding the traditional boundaries between assistive technology and the consumer technology market. As interfaces get more creative and sensors get more powerful, sportsmen with different types of bodies will be drawn to technology that enhances senses, monitors health and eases interactions with the environment. As wearables become more and more a part of everyday life, these devices may shift our views on bodies and their limitations.

This is  the reason why Google has poured millions into eyeglasses, why Samsung has unveiled a companion watch for its smartphones, and why Apple is launching its smart watch. A new device revolution is at hand and it’s involving also the sport and motorsport world. So, what’s next?

Thanks to our LapTime Community for sharing interesting starting points about possible connection between Biometrics and Motorsport! What is your opinion? Take the challenge and start posting your suggestions and ideas. Keep innovating and stay tuned on LapTime Club!

Innovation Chat with Alessandro, one of the 2014 LapTime Club Winners

As one of the winners of the first phase of the LapTime Club project, Alessandro proposed a breakthrough idea about integrating data collection with the Google Glass technology.

SEE ALSO: Alessandro Sarcina: my Laptime Club idea? Integrating Google Glass and Data Collection

Like any innovator, he has the ability to truly think outside of imposed boundaries and deliver creative solutions to different kinds of problems. Recently he has participated in the Intel hackathon dedicated to Internet of Things (IoT) and together with his team won the first prize, proposing an innovative solution to a common everyday issue.

Innovation often comes from having a wide-ranging vision and unconventional approach. It seems to be linked less with the expertise and more with how one’s mind can think about details while still focusing on the bigger picture and with the ability to put together a wild idea and the reality.

Discover through the following interview more about Alessandro’s recent project, his approach to innovation and his method for creative problem solving:


I’ve been hearing of IoT for many years, mainly in the academic environment. Nowadays the technology is offering attractive solutions to many issues related to this topic, however there are still many relevant questions that remain open, such as security, energy consumption and communication standards. The ambition to connect multiple objects to the Internet must surely lead us to rethink the way we live and interact with the outside world, managing increasing number of available information.

What personally fascinate me about this area are the infinite potential implementation possibilities and the ubiquity of the issue. As a matter of fact, it could really revolutionize everyday life but especially bring significant contributions into business areas that could benefit in terms of efficiency and cost reduction of some business processes.


In this last experience, the innovative process started from the creation of the group and from the passion for the topic. Immediately after we decided to begin with daily needs and look for solutions to everyday problems. One of these was our project Trashly – a solution to the garbage and recycling collection of household waste.

Trashly 3

Trashly is a system that is activated as soon as the user approaches the recycling bins, a photo of the object to be recycled is taken and a third-party cloud service identifies the content of the image. At this point the system, on the basis of the information received, determines the type of object to recycle and opens the correct bin.

Once the problem is identified, you can design the solution starting from the expertise of each team member, the tools available and especially considering the time constraints. The final approach is to be evaluated in front of the real problem and its criticalities. The most important thing should be changing the perspective from “I stop here because I don’t know how to proceed” to “Let’s see how we can move forward”.


I don’t think it’s a personal approach, I believe however, that it is necessary to have your mind open in order to solve problems by using less conventional tools and methods.


In this kind of projects it is preferable to work with people who have great technical skills, but also knowledge of different fields and industries. It is always important to have a motivated team.


There are three things that are absolutely intangible. The first and most important one is passion. There should be also curiosity and desire to learn, and finally the excitement and adrenaline of doing something new.


We will see…:)


The Challenge of Building User-Centered Open Innovation Projects

Open Innovation Magneti Marelli Motorsport LapTime Club

Nowadays, Open Innovation projects cannot be developed anymore (just) by simply following a monolithic and organization-focused approach.

As a matter of fact, like many innovative and marketable products and services are and must be designed around people, also Open Innovation digital platforms should be optimized in coherence with stakeholders’ needs, skills and abilities. Otherwise, the lack of fit could become really dangerous.

SEE ALSO: Come on Board: How to Optimize an Open Innovation Project?

This fundamental design approach lets join several and valuable social/business objectives:

  • To spur and boost users’ innovativeness and unique creativity;
  • To transform members into real brand/company advocates (do you remember the first Magneti Marelli LapTime Club winners, Cristian Cascetta and Alessandro Sarcina?);
  • To stretch the Open Innovation project lifetime, by ensuring a non-stop flux of user-generated ideas, contents and suggestions;
  • To let the members feel as active protagonists of the project.

SEE ALSO: Open innovation as a strategic leverage: an interview with Riccardo de Filippi, Head of R&D Magneti Marelli Motorsport

You and Magneti Marelli LapTime Club

As the majority of you already know, LapTime Club is the international community designed by Magneti Marelli in order to increase sources of inspiration and new ideas for the motorsport, automotive and racing world. Not only its launch, but also its constant optimization and evolution are driven by the identification of real members’ needs, through their  active participation in terms of ideas, comments and engagement.

On the 1st of March the LapTime Club survey has been officially closed. The survey has been launched at the beginning of February to collect your best opinions and suggestions in order to gain a better understating of the general perception of the project, while trying to draw its future evolution scenarios.

Are you curious enough to know and understand its main outcomes? Do not miss next week’s article; in the meanwhile, see you in the LapTime Club community! #LapTimeClub