Australia’s Emerging Telematics Australia’s Emerging Telematics IndustryIndustry - Integrating Globally in - Integrating Globally in

a Digital Worlda Digital World

1313thth World Electronics Forum World Electronics Forum

IsraelIsrael Angus M RobinsonAngus M Robinson

Chief Executive, AEEMAChief Executive, AEEMA

November 2007November 2007

Today’s AgendaToday’s Agenda

The Digital Revolution – CES 2007 perspective

Australia’s Electronics Industry Action Agenda

Integrating globally Australia’s Emerging Telematics Industry Industry Consolidation

The Networked ConsumerThe Networked Consumer

CES, Las Vegas, January 2007 CES, Las Vegas, January 2007 “What defined the 2007 International CES is that it is all about the ‘new convergence’: the the convergence ofconvergence of content, services and productscontent, services and products”

Gary Shapiro, the President and Chief Executive of the Consumer

Electronics Association

‘It’s the networked consumernetworked consumer’

John Chambers, CEO, CISCO Systems

More From John Chambers, CISCOMore From John Chambers, CISCO

CES, Las Vegas, January 2007CES, Las Vegas, January 2007 ‘The networked consumer” heralded the evolution of a new operating paradigm – ‘the human networkthe human network’ with ‘people subscribing to people’.‘people subscribing to people’.

“Once video is married to voice, data and mobilityOnce video is married to voice, data and mobility, the way we work, live and communicate will change”.

“Such an environment would provide new revenue new revenue streams for content providers and device manufacturers streams for content providers and device manufacturers to innovate and add value on top of the networkto innovate and add value on top of the network”.

Main Office 1

Main Office 2

Remote OfficeHomeHome

IP-PBX

PBX

PSTN IP Mobile

IP Centrex

Mobile Worker

Connected Delivered Services,Connected Delivered Services,“Networked Consumer”“Networked Consumer”

Source: Telstra Corporation

AutomobileAutomobile

Automotive telematics - consumer applicationsAutomotive telematics - consumer applications“Always on-line, real time information anytime, anywhere”“Always on-line, real time information anytime, anywhere”

InfotainmentSTBDigital TV Digital RadioDVD MoviesCDMP3GamesMusic downloads

World Wide webPortal

E-mailSMSBluetoothWiFiVoice Control

Voice Portal

Digital PicturesPicture Messaging

Navigation

Concierge servicesRestaurants locationsParking locationsHotel locationsWeather and TrafficTourist InfoAuto AssistLocation based services

Mobile CommerceBook and PurchaseMovie ticketsTheatre ticketsGamingToll payments

TrackingRemote Door unlockStolen car disableDiagnostic monitoringCrash detection

Other Services

SafetySecurity

Revenue SourcesRevenue Sources•Hardware Hardware •SoftwareSoftware•SubscriptionSubscription

Australian electronics industry developmentAustralian electronics industry development

Electronics Industry Action AgendaElectronics Industry Action Agenda is focusing on is focusing on

a unified industrya unified industry a shared visiona shared vision commercialisation of R&Dcommercialisation of R&D industry industry clusteringclustering an export focus an export focus Branding under Branding under ‘Branding Australia’‘Branding Australia’

Efforts made/making to enhance Efforts made/making to enhance valuevalue

Higher Added-Higher Added-value and Lower value and Lower

ReplacementReplacement

PRODUCT PRODUCT REALISATION REALISATION

CENTRECENTRE

Marketing

Brand

Innovation

DesignR&D

R&D/R&D/Innovation Innovation

CentreCentre

Value CreationValue Creation

Standardization

AddeAddeddValuValuee

Value-added ChainValue-added Chain

Global Logistic Centre

Logistic

AssemblyManufacture

Electronics Industry Action Agenda - key Electronics Industry Action Agenda - key realisationsrealisations

Electronics & other ICTs are Electronics & other ICTs are pervasive, enabling, pervasive, enabling,

transforming – ‘horizontal’transforming – ‘horizontal’ These technologies enable a These technologies enable a whole suite of vertical whole suite of vertical

industry sectorsindustry sectors such as defence, such as defence, automotiveautomotive, mining, , mining,

telecommunications etctelecommunications etc Several of these sectors offered Several of these sectors offered substantial substantial

opportunities for domestic industry developmentopportunities for domestic industry development as well as well

as serving as serving new overseas marketsnew overseas markets, particularly in the , particularly in the Greater China Region and the USA and the USA

Australia - ‘Greater China’ Engagement Australia - ‘Greater China’ Engagement FocusFocus

AustraliaAustralia

ChinaChina

TaiwanTaiwan

Hong Kong

USAUSA

JapanJapanKoreaKorea

ThailandThailandASEANASEAN

Underpinned by Government support e.g. Underpinned by Government support e.g. Electronics Industry Action Agenda linked to linked to mechanisms such as the mechanisms such as the Australia-Taiwan Strategic Framework Agreement (ATSFA) Australia-Taiwan Strategic Framework Agreement (ATSFA) and and the Australia Thailand FTAthe Australia Thailand FTA for the mutual development of the electronics/ICT for the mutual development of the electronics/ICT industriesindustries

Australia’s electronics industry game Australia’s electronics industry game plan?plan?

MassMassManufactureManufacture

Commercialise & DistributeCommercialise & Distribute

CommercialiseCommercialise

IdentifyIdentifyMarketMarket

SourceSourceComp.Comp.

CapabilitiCapabilitieses

Design, developDesign, develop & integrate& integrate

AEEMA International linkagesAEEMA International linkages ‘Greater China/North Asia Region’ ‘Greater China/North Asia Region’

MOU with TEEMA, MOU with TEEMA, strategic framework agreementstrategic framework agreement with III with III ((Taiwan)Taiwan)

MOU with HKEIA and MOU with HKEIA and Hong KongHong Kong Auto Parts Industry Auto Parts Industry AssociationAssociation

MOU with CECC, MOU with CECC, ChinaChina MOU with KOTEF, MOU with KOTEF, KoreaKorea, joint projects with KOBTA, joint projects with KOBTA MOU with CIAJ, MOU with CIAJ, JapanJapan MOU with ATiS, MOU with ATiS, SingaporeSingapore MOU with FTI, MOU with FTI, ThailandThailand Active member of the World Electronics Forum, Active member of the World Electronics Forum, and theand the Global Global

Telematics ForumTelematics Forum (Australia, Korea, US and Sweden) (Australia, Korea, US and Sweden) Active member of Active member of Asian Electronics ForumAsian Electronics Forum and and Asia Telecom & Asia Telecom &

Information Exchange (ATIE).Information Exchange (ATIE).

AEEMA participated in the inaugural AEEMA participated in the inaugural conference of theconference of the Global Telematics Global Telematics ForumForum, , 30 October 300730 October 3007

Founding partners – Australia, Korea, Sweden Founding partners – Australia, Korea, Sweden and the USAand the USA

Members to be invited – China, TaiwanMembers to be invited – China, Taiwan Forum will Forum will promote the sound development of promote the sound development of

the global industry through mutual the global industry through mutual cooperation, understanding and benefit of the cooperation, understanding and benefit of the Forum’s members Forum’s members

Automotive Telematics – the Six CsAutomotive Telematics – the Six Cs

CComputingomputing CCommunicationsommunications CConsumer Electronicsonsumer Electronics

CCarar CContentontent CChannelhannel

Automotive Electronics Suppliers in TaiwanAutomotive Electronics Suppliers in Taiwan

Antiglare Antiglare Rear View Rear View MirrorMirrorNavigation

Adaptive Headlight

E/E SuspensionE/E Suspension

Automatic ACAutomatic AC

HUD

OBUInfortainmentInfortainment

Short Range Radar

Brake by Wire

Smart Air Smart Air BagBag

Keyless Entry Control

Adaptive Fuel Injection

Tyre Tyre Pressure Pressure MonitorMonitor

Adaptive Cruise Control

Parking Assist

Side Air BagSide Air BagDoorDoor

Sun Sun RoofRoof

Digitalized Display

Automatic Transmission

ABS

Dynamic Balance Control

Source ： IEK/ITRI （ 2005/08）

徽昌電子

From Traditional Car to From Traditional Car to Smart CarSmart Carand ITS Systemand ITS System

1980 1990 2000 2005 2010 2020

Computer Control Substitution• Control of mechanical/electrical systems: Engine, power-train, chassis, interior and other functions

• First basic functions Then improved performance And then new functionality

TelematicsTelematics• Applications using 2-way communication & location detection

• Safety/security, real-time navig’n, content access, entertainment

X-by-Wire System

• Replace mechanical-hydraulics with electronic systems

• Steer-by-wire, brake-by-wire, throttle-by-wire

Smart Car

• Advanced functions using sensors & computer power

• Driver assist and active safety functions

ITS

• IT communication

• Traffic Management, advanced highways

Source ： TRG,IEK/ITRI, Taiwan （ 2005/08)

Vehicle MaintenanceService bookings

Remote diagnosisOnline software update

SafetyCrash notificationCrash dataMedical record link

SecurityRemote lock / unlockLow battery alertEmergency callTheft alertRemote immobilisationVehicle tracking

Driver AssistVehicle locate

Traffic camera view

Real time trafficNavigation

Car park vacancies and pricesNearest fuel and pricesTollway account balance

InformationNewsWeather / Rain mapFinance / SharesInternet searchEmail

ConciergePersonal callingRestaurantsTheatre / Cinema

FleetFuel level

SpeedGeo fence

Automated FBT reporting

EntertainmentCar to car gamingNetworked video

Digital TVMusic downloadMovie download

Personal photo displayRear seat access

Home AutomationHome AutomationAlarm systems

LightsGarage door

GatesFront door camera

Heating / Air conditioningSprinkler system

AppliancesCombined automation

IdentifiedAustralianIndustry

Capabilities

Telematics Cluster

LO

W V

OL

UM

E

ME

DIU

M V

OL

UM

E

HIG

H V

OL

UM

E

LOW VALUE

MEDIUM VALUE

HIGH VALUE

Consumer Electronics Cos e.g. Sony, LG,

Samsung, BenQ, HP, etc

Electronics Standards (EMC, CE), Product Stewardship, Environmental,Quality and Technical Standards, OH&S, Geography Specific Business regulation, etc.

Auto Manufacturers

Location Service Providers

Digital Content, Media

SUPPLY NETWORK

CLIENTS & CUSTOMERS

World Markets

North America, Europe, Greater China,

North Asia

Australian Markets

REGULATORS & REGULATIONS

COLLECTIVE SUPPORT INFRASTRUCTURE

Technology precincts (ATP), Technology Networks and Clusters (AEEMA, ITS and FAPM), Telcos, Wireless operators, Testing Facilities, NICTA, CSIRO, Universities/TAFE, Government agencies eg RTA, Vic Road, toll way operators

OEMFINAL CUSTOMER

OEMFINAL CUSTOMER

TECHNOLOGY INTEGRATION

TELEMATICSECOSYSTEM

(Defined by Technology/Solution)

Define the core technologies--

VALUE --

-- VOLUM

E --

OE

M

FIN

AL

CU

S`T

OM

ER

OE

M

FIN

AL

CU

STO

ME

R

COMMERCIALISATION MARKETING

ICT/Electronics SMEs

ICT MNCse.g. Google, Microsoft,

Yahoo, Intel, IBM

Auto Component Manufacturers

‘‘Telematics EcosystemTelematics Ecosystem’Australia’s automotive manufacturersAustralia’s automotive manufacturers

General Motors (Holden)General Motors (Holden) ToyotaToyota FordFord Mitsubishi Mitsubishi

Holden and Toyota have Holden and Toyota have global design centresglobal design centres Well developed Well developed ‘after market’ industry‘after market’ industry

‘Telematics Ecosystem’Telematics Ecosystem’ Major ‘electronics’ automotive component Major ‘electronics’ automotive component

manufacturers based in Australiamanufacturers based in Australia

Air InternationalFuturis Automotive

Autoliv Australia Australian Arrow Bosch Denso International

PBR International Redarc Electronics Schefenacker Siemens VDO

Automotive Startronics Tyco Electronics

‘Telematics Ecosystem’Telematics Ecosystem’Communications Providers in AustraliaCommunications Providers in Australia

Four 3G operatorsFour 3G operators – Telstra, Optus, Vodafone, Hutchinson

Various Wireless operatorsWireless operators – iBurst, Unwired etc

Emerging WIMAX operatorsWIMAX operators Emerging mobile digital TVmobile digital TV operators

‘Telematics Ecosystem/Cluster’Telematics Ecosystem/Cluster’Other Providers in AustraliaOther Providers in Australia

National Telematics ClusterNational Telematics Cluster – over 150 electronics/ICT companies

Vibrant digital contentVibrant digital content and new medianew media industries ‘Home Grown’ Integrators e.g. Intelematics Intelematics

www.intelematics.com New opportunitiesNew opportunities for Location Service providers ITS Australia, toll way operators and government ITS Australia, toll way operators and government

road managersroad managers are working closely together in major capital cities

VehicleVehicle

R&DPlant

Dealer/Service Center

NISSAN DB

CRM

VRM

DSRCfor ITS

DataBroadcastCellular Phone

& Wireless LAN

Services provided by TelematicsServices provided by Telematics TelematicsTelematics combines combines ComputingComputing and and Communication Communication technologies and conveys technologies and conveys business and consumer services over business and consumer services over networksnetworks

Intranet

Better way of customer care and marketing

-Fleet Management- Second Hand

Market

Social Responsibility

Main Office

Main Office

Remote Office

Home

PBX

PSTN

IP

IP Centrex

Mobile Worker& Consumer

Mobile

Existing Connected WorldTelematics

Front-end

Internet

Source: Telstra (amended)

IP-PBX

Safety & Security

PSAP

Services provided by Car InfotainmentServices provided by Car Infotainment Vehicle InfotainmentVehicle Infotainment provides provides ConnectivityConnectivity to to Multimedia and Multimedia and NetworkNetwork

All the Consumer Electronics devices are transformed to “Digital” and connected All the Consumer Electronics devices are transformed to “Digital” and connected as “as “Digital HomeDigital Home”, ”, so is the Vehicleso is the Vehicle

BROADBANBROADBANDD

Entertainment,Entertainment,E-Business, E-Business,

ServicesServices

MEDIAMEDIAPre-Recorded ContentPre-Recorded Content

PersonalPersonal MediaMedia

BROADCASTBROADCASTServices,Services,

EntertainmentEntertainment

Any Content, Any Place, Any Content, Any Place, Any Device, Any TimeAny Device, Any Time

Source: Intel

Existing Digital Home

VehicleVehicle

Iconic “Demonstrator”Iconic “Demonstrator”

‘‘ATS Signature’ ProjectATS Signature’ Project ‘‘Turn by turn’Turn by turn’ directions to a required destination Real-time monitoring of traffic congestiontraffic congestion Real-time roadside cameraroadside camera images Nearby car park locationscar park locations, availability and prices Emergency featuresEmergency features e.g. SOS assistance, vehicle alarm

monitoring and crash detection Ability to check toll way balancetoll way balance High-value alertsHigh-value alerts e.g. traffic alerts, car service

reminders, fuel pricing and weather alerts Home control systemsHome control systems

‘ ‘ATS Signature’ ProjectATS Signature’ ProjectConnected companies through Connected companies through

wireless!wireless! 20 companies include Holden (GMH), Sensis

(Telstra), IntelematicsIntelematics, 3M, Australian Arrow & Clipsal

Project completed in just eight (8) weeks! Now installed and operating in a GM vehicleinstalled and operating in a GM vehicle with

multi information services Connecting the Home with the Car – a world Connecting the Home with the Car – a world

first!first!

‘‘AT Signature’ Vehicle – mark 2AT Signature’ Vehicle – mark 2

Brand positioning:Brand positioning:

“ “AT Signature – Safe, Smart, Connected”AT Signature – Safe, Smart, Connected” Embedded systemEmbedded system and and aftermarket aftermarket

models considered models considered Other projects under consideration Other projects under consideration

include include fleet performance systemsfleet performance systems, , traffic traffic congestion probes,congestion probes, optimised emergency optimised emergency vehicle telematicsvehicle telematics

Automotive telematics - What are the Automotive telematics - What are the opportunities for doing business with opportunities for doing business with

Australia?Australia?

Australia is an Australia is an innovative economyinnovative economy Partnerships are easier than in most other countriesPartnerships are easier than in most other countries Design/systems integrationDesign/systems integration Underlying R&DUnderlying R&D – develop new solutions for – develop new solutions for offshore offshore

transport & auto manufacturers & their supplierstransport & auto manufacturers & their suppliers International development test-bedInternational development test-bed (similar to (similar to

Sweden)Sweden) Product Realisation Centre potentialProduct Realisation Centre potential Australian Govt is now funding Global Opportunities Australian Govt is now funding Global Opportunities

projects!projects!

Australian ICT industryAustralian ICT industry competitive advantage competitive advantage

“ “ Innovative engineering skills which can Innovative engineering skills which can integrate and adaptintegrate and adapt technologies sourced technologies sourced locally/globally with field knowledge to locally/globally with field knowledge to QUICKLY meet niche market opportunitiesQUICKLY meet niche market opportunities initially locally and then overseas”initially locally and then overseas”

Angus M RobinsonAngus M Robinson

The Big Australian – Industrialising The Big Australian – Industrialising Australia!Australia!

The proposed Consolidation will create The proposed Consolidation will create Australia’s Australia’s largest grouping of high technology companieslargest grouping of high technology companies (+1,000 (+1,000 companies)companies)

Providing higher level of support to AEEMA’s industry Providing higher level of support to AEEMA’s industry development modeldevelopment model

NewNew ICT Australia ICT Australia ® ® division division National Telematics ClusterNational Telematics Cluster will be part of a large will be part of a large

national industry group with state-based basesnational industry group with state-based bases Allowing enhanced access to allied auto industry Allowing enhanced access to allied auto industry

groupingsgroupings Strengthening of international presenceStrengthening of international presence based on based on

AEEMA’s established relationshipsAEEMA’s established relationships

FURTHER INFORMATIONFURTHER INFORMATION

AEEMA Ltd and ICT AustraliaAEEMA Ltd and ICT Australia®®

www.aeema.asn.auwww.aeema.asn.au

And useful linksAnd useful links

http://www.fapm.com.auhttp://www.fapm.com.auhttp://directory.fapm.com.auhttp://directory.fapm.com.au

http://www.its-australia.com.auhttp://www.its-australia.com.auhttp://www.aaaa.com.auhttp://www.aaaa.com.au

arobinson@aeema.asn.auarobinson@aeema.asn.au+ 61 2+ 61 2 6204 1301 6204 1301