Ford Motor Company has requested that you examine the services embedded within Ford Pass mobile App and evaluate their impact on the company with the aim of identifying potential areas where the data collected could be used to redefine the strategic aims of the organisation and the

potential impact that this will have on developing new products and services the company could offer. Motivations for data collection; Understanding of the data collected and how it will be prepared, analysed and stored; Opportunities for data Monetization; Strategic implications; and Consideration of future trends.