telematics future trends and technology breakthroughs, avmap

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  • 1. Carla BeccariSales Manager AvMap s.r.l. FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009

2. Market trends in the automotive sector Whats next Embedded Low PersonalizationCost Navigation All these trends Open andApplications influence the Connected carsproliferationevolution of theinfotainment andnavigation systems Eco friendly driving Geo - advertising FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 3. TREND:Embedded LowGrowth of low costCost Navigationembedded navigation% share by 20104000 3500 3000 2500Total Line-fit 2000ULC / LC share 1500 1000500 02007 2008 2009 2010 2011 2012 Source:Navteq Research 2010 FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 4. TREND:Embedded Low Segments of low costCost Navigation navigation systems % share by 2010Fixed in-Dash Integrated Systems PNDs 85% 1% Types ofLow Costnavigation systems Mobile PhoneBlackboxBasedImplementations 1% (except TM) 13%Source:Navteq Research 2010 FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 5. TREND:Open andTowards the Open platform:Connected carsThe consumer in controlTREND:Consumer electronics are influencing the automotive sector Personalization Consumers are expecting to find the same kind of user experienceTREND:HMI and innovations inside the carApplicationsproliferation Consumers want to personalize their devices more and more Device Centric Application Centric Consumer Centric Proposition Solutions SolutionsConsumer is in control of What, Where and HowFUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 6. Summing up, Consumers are looking forFlexibility and services Community High quality contents Choice - Customization FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 7. How to bring all that into the car Implementation options Automotive Focused:Open platformClosed platformCE Focused:Terminal modeBrought-in OEM apps FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 8. Consumer Electronics meets Auto HMI is changingCan be used insideand outside thevehicleMobile Voice Guidance device through car audio control via touchscreen Hand free phone callsMultimedia functions connected to car In-Car MobilityIn sound system throughconnected device FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 9. 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 5.5% of respondents listed Aesthetics/ attractiveness 2.7% of respondents listed Cost valueSource: Human-MachineInterface Technologies Reportby Telematics UpdateFUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 10. HMI is strategic for OEM OEM perspective Reasons for the importance of the user interface include:Safety (minimal distraction)Cost/valueCustomizationQuality/value addedAttractiveness FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 11. 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 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. FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 12. What features define a leading HMI?Touchscreen 1% Touchscreen 1%Inputs 1% Inputs Controls 1%15%3% OutputsOutputs3% 47% Simple / easy-to-use /Voice 9%intuitiveDesign / Innovation 3% Graphics 7% 6% SafetyDisplay6% 6% DisplaySafetySimple / easy-to-use 6%/ intuitive Graphics7% Design / Innovation 3% 49% 9 % Voice15% Controls Source: HumanHuman-Machine Interface Technologies Report by Telematics UpdateFUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th 30th September 2009 13. HMI: Voice TechnologyASR 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 FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 14. HMI: Voice TechnologyExample of services that can be enabled with Voice technology Voice destination entryE Books readingVoice activated dialingTraffic / weather infoEmail / SMS readingTransactionsAgenda / Calendar interfaceControlling audio & entertainment by Voice Local Search and More FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 15. Bringing smart HMI to market OEM are getting more involved in the HMI development processand 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 carsand 12 years for the entire fleet to be outfitted Taking an after market approach by providing new cars with new features has a time time-to-market advantage: product releases in CE are much faster than product preleases in marketAutomotive Semi-embedded solutions examples: FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 16. New automotive business model Connected services come with the car: basic services are subsidized and premiumservices are opted-in and paid for The vehicle is differentiated by the branded user interface the UI is easy to useinterface:and attractive On-going opportunities to interact with the consumer: improved CRM with new on- goinggoing revenue, possibly through new app stores which fuels innovation and/or ,subsidized services FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 17. Lessons from outside the industryOEMs are learning form the CE industry players such as Apple on howTo be user-experience focused Versus Developing tasktask-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 andfunctions, 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, whileadvancement in output technologies such as voice and display have everever-increasingperformance FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 18. Key OEM industry players and their HMI strategies:Ford: HMI strategy with SYNCVW / Audi: the leader in multimodal UIHonda: a leader in connected navigationBMW: a winner with iDriveVolvo: Leading with SafetyMercedes: an internet vision for infotainemnt and a leader in ADAS appsGM: simplicity and safetyToyota: Embracing the connected carHyundai and Kia: Connected UIs for allChrysler: Rethinking its connected car strategyNissan: revisiting the SUVPSA Peugeot Citron: integrating PNiD from AvMap that monitors iPhone, iPod, andconnects to the sound System of the Car FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009 19. Conclusions Embedded low cost navigation is gaining shareas car manufacturers face cost pressure.Consumer electronics influences customer expectations in automotive, thus theintegration of portable solutions, terminals or brought in applications ensures ,newer HMI, faster time to market and more open and flexible platforms. FUTURE TRENDS Sales meetingAvMap International & TECHNOLOGY BREAKTHROUGHSCarrara, 28th 30th September 2009

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