Full Circle: The Rise of Vehicle-Installed Telematics
Telematics Munich 2009
Director Telematics, Infotainment and Cabin EE
Group Research and Advanced Engineering,
Nov. 10th 2009
Head Unit (HU) Contents Migrated From Off-board to
On-board, then to Off-board Again
Current HU: Most contents
come from onboard media
Simple Radio: All contents (Radio myCOMAND HU: All contents
stations) come from the network come from the network
Provisioning and Storing Software (SW) in the Cloud
Enables Easier Upgrades and Quicker SW Distribution
Screen + Controller
Application Space Screen + Controller
Data Application Space Screen + Controller Platform
Stand-Alone Computing Data Application Space Backend
Client-Server Computing Data
Ability to update Software
Time & Cost
Time between Software Releases/Builds
Equal Opportunity: Head Unit Joined Other Devices in
Receiving Contents From the Cloud
PC Phone TV PND Head Unit
Unique Opportunity: Only HU Can Take Advantage of
ADAS and Vehicle’s Ergonomics & Acoustic Models
• Customers wants the most efficient route, lowest gas prices, the best restaurant etc.
• As we deliver this information to drivers, how & when it is presented becomes important.
• Only factory-installed telematics systems can take advantage of vehicle ergonomics and
acoustic models to offer an intuitive and comfortable multi modal user interface.
• Only factory-installed telematics systems can take advantage of ADAS to increase the
driving safety and enhance the in-vehicle infotainment experience while driving.
Customer Does not Need Another In-Vehicle Display if
His Car Comes With One
• Small display
• Not connected to vehicle’s ADAS
• Not integrated with Vehicle power or GPS (wires dangling in the
• Gets infotainment contents from the Cloud
• Large automotive display
• Connected to vehicle’s ADAS, optimized for vehicle ergonomics
and acoustic models
• Integrated with Vehicle power and optimized GPS antenna
• Embraces infotainment contents from the Cloud and from
Consumer Electronics (CE) devices
Internet OEM CE Internet CE
Services Telematics Devices Services Devices
Connected Head Unit Will Embrace a
Higher expectations of Mobile Internet services
functionality, visual now the benchmark
experience, content, etc.
Barriers to off-board
Influenced by factors connectivity lowered
outside the vehicle Connected
Business Domain Consumer
Supplier role augmented Electronics
by large, vertically Can augment part of
integrated Internet players Head Unit Functionality
Increased need for partnering, Device platforms become HU platforms
new co-branding opportunities
myCOMAND HU Vision: All Features Are Internet-Based
Complete off-board navigation with graphically rich features,
including Google Streetview.
Replaces the on-board Satellite and AM/FM radio with
Internet radio stations from around the world.
Media Library Allows seamless access to a personal off-board media library.
Integrates Voice over IP calling with Picture CallerID,
Messaging, and off-board Address Book.
Unrestricted web browser, enabled when vehicle is
not in motion.
Offers a flexible framework to integrate context-specific web
services (e.g. Make Reservation, Find Parking).
Other Services Weather, Traffic, Social Networking, Parking Availability, ..etc.
Underlying Trend: Wireless Internet Bandwidth Will
Continue to Increase Dramatically
<10 50 Mbps
1996 2002 2008 2014 2020
User Experience of Internet Applications is improving...
myCOMAND Test with LTE showed Great
Performance While Driving
myCOMAND test drive with LTE network Data rates along campus and wide area routes in Munich