telematics future trends and technology breakthroughs, avmap

FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Carla Beccari

Sales Manager AvMap s.r.l.

AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Carla Beccari

Sales Manager AvMap s.r.l.

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Market trends in the automotive sectorWhat’s next

Personalization

Applications

Embedded Low Cost Navigation

Open and


Geo -

Applications proliferation

Open and Connected cars

Eco friendly driving

Market trends in the automotive sector

Applications


All these trends influence the


- advertising


influence the evolution of the infotainment and navigation systems

Growth of low cost embedded navigation% share by 2010

3000

3500

4000

TREND:



0

500

1000

1500

2000

2500

2007 2008 2009

Growth of low cost embedded navigation% share by 2010


2009 2010 2011 2012

Total Line-fit

ULC / LC share

Source:

Navteq Research 2010

Segments of low cost navigation systems

Fixed in-Dash Systems

85%Types of Low Cost

TREND:



Mobile Phone Based

1% (except TM)

Low Cost navigation systems

Segments of low cost navigation systems % share by 2010

Integrated PNDs

1%Types of Low Cost


Blackbox Implementations

13%

Source:

Navteq Research 2010

Low Cost navigation systems

Towards the Open platform:The consumer in control

� Consumer electronics are influencing the automotive sector

� Consumers are expecting to find the same kind of user experience

HMI and innovations inside the car

� Consumers want to personalize their devices more and more

TREND:

Personalization

TREND:


TREND:

Open and Connected cars


Device Centric

Proposition

Application Centric

Solutions

Towards the Open platform:The consumer in control

Consumer electronics are influencing the automotive sector

Consumers are expecting to find the same kind of user experience

HMI and innovations inside the car

Consumers want to personalize their devices more and more


Consumer is in control of

What, Where and How

Application Centric

Solutions

Consumer Centric

Solutions

Summing up,Consumers are looking for

� Flexibility and services

� Community


� High quality contents

� Choice - Customization

Consumers are looking for


How to bring all that into the carImplementation options

Automotive Focused:

� Open platform

� Closed platform


CE Focused:

� Terminal mode

� Brought-in OEM apps

How to bring all that into the car


Consumer Electronics meets AutoHMI is changing

Mobile device control via touchscreen


Inthrough connected device

Multimedia functions connected to car sound system

Consumer Electronics meets Auto

Can be used inside and outside the vehicle

Hand free

Voice Guidance through car audio


In-Car Mobility through connected device

Hand free phone calls

Human Machine Interface Why is so important and what do consumers need?

Consumers perspective

74.0%

12.3%


12.3%

5.5%

2.7%

Human Machine Interface Why is so important and what do consumers need?

Consumers perspective

74.0% of respondents listed Easy to use / simple

12.3% of respondents listed Safety


12.3% of respondents listed Safety

5.5% of respondents listed Aesthetics/ attractiveness

2.7% of respondents listed Cost value

Source: Human-Machine

Interface Technologies Report

by Telematics Update

HMI is strategic for OEM

OEM perspective

Reasons for the importance of the user interface include:

� Safety (minimal distraction)

� Cost/value


� Cost/value

� Customization

� Quality/value added

� Attractiveness

Reasons for the importance of the user interface include:


HMI is strategic for OEM

The attractiveness and overall aesthetic feel is associated with the brand.

A specific appearance — the look and feel of the user interface — is attributed to an OEM and becomes


attributed to an OEM and becomes key to its brand.

The user interface is the all-important platform for customer satisfaction, brand differentiation, and the safe introduction of new connectivity features.


What features define a leading HMI?

Controls

15%

Touchscreen

1%

Voice

9%

Design / Innovation

Inputs

1%

Outputs

3%


Design / Innovation

7%

Display

6%Safety

6%Graphics

3%

Simple / easy-to-use

/ intuitive

Source: Human



What features define a leading HMI?

Outputs

3%

1% Touchscreen

1% Inputs

3% Outputs

47% Simple / easy-to-use / intuitive

3% Graphics


Simple / easy-to-use

/ intuitive

49%

3% Graphics

6% Safety

6% Display

7% Design / Innovation

9 % Voice

15% ControlsSource: Human-Machine



HMI: Voice Technology

ASR Automatic Speech Recognition is an enabling technology

� Increasing amounts of functions and dynamic contents increase the demand for user interface

� Controls that are easier to use and reduce driver distraction should be preferred


� Providing a single user interface for all available services will increase use of remote services and revenues of connected services

� Speech interaction is simple, intuitive and above all extremely natural

� Speech interaction improves safety as it significantly reduces driver distraction compared to tactile controls, so the driver can keeps his eyes on the road

is an enabling technology

Increasing amounts of functions and dynamic contents increase the demand for user

Controls that are easier to use and reduce driver distraction should be preferred


Providing a single user interface for all available services will increase use of remote services and revenues of connected services

Speech interaction is simple, intuitive and above all extremely natural

Speech interaction improves safety as it significantly reduces driver distraction compared to tactile controls, so the driver can keeps his eyes on the road

HMI: Voice Technology

Example of services that can be enabled with Voice technology

Voice destination entry

Voice activated dialing

Email / SMS reading


Email / SMS reading

Agenda / Calendar interface

Example of services that can be enabled with Voice technology

E –Books reading

Traffic / weather info

Transactions


Transactions

Controlling audio & entertainment by Voice

Local Search and More

Bringing smart HMI to market

� OEM are getting more involved in the HMI development process

and they need to get solutions to market in time and on budget

� It takes 3 to 4 years for new technology to make its way into new cars

and 12 years for the entire fleet to be outfitted

� Taking an after market approach by providing new cars with new features has a time

to-market advantage: product releases in CE are much faster than product preleases in


to-market advantage: product releases in CE are much faster than product preleases in

Automotive

Semi-embedded solutions examples:

Bringing smart HMI to market

OEM are getting more involved in the HMI development process

solutions to market in time and on budget

It takes 3 to 4 years for new technology to make its way into new cars

and 12 years for the entire fleet to be outfitted

by providing new cars with new features has a time-

market advantage: product releases in CE are much faster than product preleases in


market advantage: product releases in CE are much faster than product preleases in

New automotive business model

� Connected services come with the car: basic services are subsidized and premium

services are opted-in and paid for

� The vehicle is differentiated by the branded user interface

and attractive

� On-going opportunities to interact with the consumer: improved CRM with new


� On-going opportunities to interact with the consumer: improved CRM with new

going revenue, possibly through new app stores which fuels innovation and/or

subsidized services

New automotive business model

come with the car: basic services are subsidized and premium

The vehicle is differentiated by the branded user interface: the UI is easy to use

going opportunities to interact with the consumer: improved CRM with new on-


going opportunities to interact with the consumer: improved CRM with new on-

, possibly through new app stores which fuels innovation and/or

Lessons from outside the industry

OEMs are learning form the CE industry players such as Apple on how

To be user-experience focused Versus Developing task

How this translates well form the CE world to the automotive world?

Defining the user experience for the car means including a wide range of features and

functions, encompassing safety, infotainment, and now the use of devices outside the car



(remote control apps, for example).

User interfaces are developing rapidly.

State of the art systems include input devices such as touch screens and gesture, while

advancement in output technologies such as voice and display have ever

performance

Lessons from outside the industry

OEMs are learning form the CE industry players such as Apple on how

Developing task-centric user interfaces.

How this translates well form the CE world to the automotive world?

Defining the user experience for the car means including a wide range of features and




State of the art systems include input devices such as touch screens and gesture, while

advancement in output technologies such as voice and display have ever-increasing

Key OEM industry players

and their HMI strategies:

� Ford: HMI strategy with SYNC

� VW / Audi: the leader in multimodal UI

� Honda: a leader in connected navigation

� BMW: a winner with iDrive

� Volvo: Leading with Safety

� Mercedes: an internet vision for infotainemnt and a leader in ADAS apps


� Mercedes: an internet vision for infotainemnt and a leader in ADAS apps

� GM: simplicity and safety

� Toyota: Embracing the connected car

� Hyundai and Kia: Connected UIs for all

� Chrysler: Rethinking its connected car strategy

� Nissan: revisiting the SUV

� PSA Peugeot Citroën: integrating PNiD from AvMap that monitors iPhone, iPod, and

connects to the sound System of the Car

Key OEM industry players

and their HMI strategies:

an internet vision for infotainemnt and a leader in ADAS apps


an internet vision for infotainemnt and a leader in ADAS apps

Rethinking its connected car strategy

integrating PNiD from AvMap that monitors iPhone, iPod, and

Conclusions

� Embedded low cost navigation is gaining share

as car manufacturers face cost pressure.

� Consumer electronics influences customer expectations

integration of portable solutions, terminals or brought in applications ensures

newer HMI, faster time to market and more open and flexible platforms.


Embedded low cost navigation is gaining share

customer expectations in automotive, thus the

, terminals or brought in applications ensures

and more open and flexible platforms.


telematics future trends and technology breakthroughs, avmap

Documents

market trends

enabling technology

trends open andapplications

user interface controls

single user interface

human machine interface

auto hmi

controls source