There is a competitors on the Pyeongchang Winter Olympics that has nothing to do with sports activities, and many to do with jousting between automakers and tech corporations over autonomously driving automobiles.
South Korea’s largest automaker and an area telecom agency haggled for months over who would get to say the unique proper to label its car as “autonomous.” In the long run, Hyundai Motors rolled out an “autonomous” sedan whereas KT Corp.’s self-driving bus was christened the “5G Bus.”
The self-driving automobiles on show on the Winter Olympics are showcasing South Korea’s prowess in each automotive and telecoms know-how.
They took to the roads solely after a sponsorship battle over whether or not such automobiles ought to be thought-about a type of transportation or a brand new sort of web-related gadget, like smartphones.
Every Olympic company sponsor will get unique advertising rights in its personal business, so a blurring of boundaries between industries can result in friction, stated Kang Joon-ho, a sports activities advertising professor at Seoul Nationwide College. “It isn’t clear whether or not we should always see self-driving automobiles as automobiles or software program, so it is unclear which sponsorship class they belong to.”
In the long run, a compromise was labored out.