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Auto OEMs Under the Microscope: Infotainment Usability Analyzed
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Auto OEMs Under the Microscope: Infotainment Usability Analyzed

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  • 1. Automotive Infotainment Usability New Research Practice by iSuppli Applied Market Intelligence June 8-9th, 2010 Phil Magney VP, Automotive Division Mark Boyadjis Analyst, NA & Usability Practice Formerly TRG
  • 2. OEMs Control the Space – Make the Best of It!  Your domain – What you control?  Human Machine Interface  Infotainment platform  Premium audio and video  ADAS and Safety  Other domains -- What you cannot control  What consumers want to do in the car  What consumers are willing to spend money on But you can  The pipe and the connectivity control how user  The cloud, and the companies in it.. Google, Apple, interact with Pandora… these elements!  The next hot smartphone app  The applications eco-system  Regulation and mandates iSuppli Corporation – 2 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 3. Usability: What to Examine?  HMI  Voice Input and Output  Menu logic (flat vs. hierarchical)  Controller(s) and other physical input  Displays  Device/Source Unit Compatibility  Device Pairing & Device function  Media compatibility (physical and file formats)  Infotainment Function  Digital Entertainment (audio and video, operation & control)  Navigation and Routing (navi, routing,  Telematics and LBS iSuppli Corporation – 3 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 4. Usability: Methodology  2009 Volkswagen Jetta TDI  2009 Infiniti EX35 with Navi  2009 BMW 7 Series 750 Li  2009 Hyundai Sonata Limited  2010 Lexus RX350  2009 Lincoln MKS  2010 Ford Fusion Hybrid  2009 Acura TL Tech  2010 Toyota Camry Hybrid  2009 Acura TSX Technology  2010 Audi A6 3G MMI   2009 2009 Mercedes-Benz C-Class C63 AMG Mazda Mazda6 GT Choose Vehicle   2010 2010 Ford Taurus w/ Sync TDI Mercedes-Benz E-Class with mbrace  2009 Hyundai Genesis V8  2010 Nissan Sentra SL  2009 BMW 3 Series 335i  2010 Kia Forte Koup  2009 Mitsubishi Outlander with Navi  2010 Buick LaCrosse  2010 Lexus HS 250h with Enform Database Pillars Outputs iSuppli Corporation – 4 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 5. Usability Movie: 2011 Audi A8 - MMI Touch  Pros  Attractive feature for target market  Familiar form-factor, like laptop computing  Audible confirmation of character selection  Multi-lingual capabilities  Cons  Misread characters  Troublesome for lefties, or those with long-fingernails  Latency for character recognition  Gloves will be intermittent at best  Trouble with Chinese Character set iSuppli Corporation – 5 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 6. Usability Movie: 2010 BMW 7-Series - Travel Guide Language Error  Pros  Travel Guide LBS is appealing for BMW ConnectedDrive users (value-add)  Easy to search and find feature within iDrive GUI  TTS (Text-to-Speech) feature adds a layer of usability  Broad set of POI with reviews and information  Cons  When in English language setting, TTS will attempt to pronounce German text, as if it were in English  Compatible while driving? – If so, this is a potential driver distraction iSuppli Corporation – 6 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 7. Usability Movie: 2010 Mercedes mbrace - Mobile App Door Unlock  Pros  First to market with this app  Simple and clear menu on app  Secure login and password  10-minute time frame to get to car and being unlock process  Visual and audible “click” confirmation of completed unlock procedure  Cons  50-second unlock process is a bit of a nuisance, but is worth it for those who are locked out  Limited smartphone compatibility at this point iSuppli Corporation – 7 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 8. Usability Movie: 2011 SAIC Roewe 350 - Android 3G Car  Pros  First Android-based Infotainment System - lots of potential apps  Focused on newer infotainment and social networking trends, and less on traditional telematics  Customized apps linked to driver’s SIM Card enable ultimate personalization  Cons  No Safety & Security features yet  Nearly limitless capabilities could yield VERY distracting solution while driving  Connection to telematics server seemed to be slow or not working iSuppli Corporation – 8 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
  • 9. Usability Key Take Away  There is a upheaval in infotainment architectures to accommodate the changing requirements the car  Layered software architectures (necessary to support new apps) will save you money in the long run.  You are not de-contenting the vehicle, to the contrary your adding content it is just stored somewhere else  HMI and usability is heightened to a new level  Controlling potential distractions really become a problem  The infotainment platform will help you sell cars – its already proven! iSuppli Corporation – 9 Copyright  2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending