Telematics Future trends and technology breakthroughs, AvMap

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Telematics Future trends and technology breakthroughs, AvMap

  1. 1. FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Carla Beccari Sales Manager AvMap s.r.l. AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHSFUTURE 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
  2. 2. Market trends in the automotive sector What’s next Personalization Applications Embedded Low Cost Navigation Open and AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Geo - Applications proliferation Open and Connected cars Eco friendly driving Market trends in the automotive sector Applications Embedded Low Cost Navigation All these trends influence the AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS - advertising Applications proliferation influence the evolution of the infotainment and navigation systems
  3. 3. Growth of low cost embedded navigation % share by 2010 3000 3500 4000 TREND: Embedded Low Cost Navigation AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 0 500 1000 1500 2000 2500 2007 2008 2009 Growth of low cost embedded navigation % share by 2010 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 2009 2010 2011 2012 Total Line-fit ULC / LC share Source: Navteq Research 2010
  4. 4. Segments of low cost navigation systems Fixed in-Dash Systems 85% Types of Low Cost TREND: Embedded Low Cost Navigation AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Blackbox Implementations 13% Source: Navteq Research 2010 Low Cost navigation systems
  5. 5. 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: Applications proliferation TREND: Open and Connected cars AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Consumer is in control of What, Where and How Application Centric Solutions Consumer Centric Solutions
  6. 6. Summing up, Consumers are looking for Flexibility and services Community AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS High quality contents Choice - Customization Consumers are looking for AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
  7. 7. How to bring all that into the car Implementation options Automotive Focused: Open platform Closed platform AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS CE Focused: Terminal mode Brought-in OEM apps How to bring all that into the car AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
  8. 8. Consumer Electronics meets Auto HMI is changing Mobile device control via touchscreen AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS In through 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS In-Car Mobility through connected device Hand free phone calls
  9. 9. Human Machine Interface Why is so important and what do consumers need? Consumers perspective 74.0% 12.3% AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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
  10. 10. HMI is strategic for OEM OEM perspective Reasons for the importance of the user interface include: Safety (minimal distraction) Cost/value AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Cost/value Customization Quality/value added Attractiveness Reasons for the importance of the user interface include: AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
  11. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
  12. 12. What features define a leading HMI? Controls 15% Touchscreen 1% Voice 9% Design / Innovation Inputs 1% Outputs 3% AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Design / Innovation 7% Display 6% Safety 6% Graphics 3% Simple / easy-to-use / intuitive Source: Human Interface Technologies Report by Telematics Update What features define a leading HMI? Outputs 3% 1% Touchscreen 1% Inputs 3% Outputs 47% Simple / easy-to-use / intuitive 3% Graphics AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Simple / easy-to-use / intuitive 49% 3% Graphics 6% Safety 6% Display 7% Design / Innovation 9 % Voice 15% Controls Source: Human-Machine Interface Technologies Report by Telematics Update
  13. 13. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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
  14. 14. HMI: Voice Technology Example of services that can be enabled with Voice technology Voice destination entry Voice activated dialing Email / SMS reading AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Email / SMS reading Agenda / Calendar interface Example of services that can be enabled with Voice technology E –Books reading Traffic / weather info Transactions AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Transactions Controlling audio & entertainment by Voice Local Search and More
  15. 15. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS market advantage: product releases in CE are much faster than product preleases in
  16. 16. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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- AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS going opportunities to interact with the consumer: improved CRM with new on- , possibly through new app stores which fuels innovation and/or
  17. 17. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 functions, encompassing safety, infotainment, and now the use of devices outside the car AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS functions, encompassing safety, infotainment, and now the use of devices outside the car 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
  18. 18. 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 AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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 AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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
  19. 19. 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. AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS 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. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

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