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Telematics Future trends and technology breakthroughs, AvMap

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    Telematics Future trends and technology breakthroughs, AvMap Telematics Future trends and technology breakthroughs, AvMap Presentation Transcript

    • Carla Beccari Sales Manager AvMap s.r.l. FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • Market trends in the automotive sector What’s next Embedded Low Personalization Cost Navigation All these trends Open and Applications influence the Connected cars proliferation evolution of the infotainment and navigation systems Eco friendly driving Geo - advertising FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • TREND: Embedded Low Growth of low cost Cost Navigation embedded navigation % share by 2010 4000 3500 3000 2500 Total Line-fit 2000 ULC / LC share 1500 1000 500 0 2007 2008 2009 2010 2011 2012 Source: Navteq Research 2010 FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • TREND: Embedded Low Segments of low cost Cost Navigation navigation systems % share by 2010 Fixed in-Dash Integrated Systems PNDs 85% 1% Types of Low Cost navigation systems Mobile Phone Blackbox Based Implementations 1% (except TM) 13% Source: Navteq Research 2010 FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • TREND: Open and Towards the Open platform: Connected cars The consumer in control TREND: Consumer electronics are influencing the automotive sector Personalization Consumers are expecting to find the same kind of user experience TREND: HMI and innovations inside the car Applications proliferation Consumers want to personalize their devices more and more Device Centric Application Centric Consumer Centric Proposition Solutions Solutions Consumer is in control of What, Where and How FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • Summing up, Consumers are looking for Flexibility and services Community High quality contents Choice - Customization FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • How to bring all that into the car Implementation options Automotive Focused: Open platform Closed platform CE Focused: Terminal mode Brought-in OEM apps FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • Consumer Electronics meets Auto HMI is changing Can be used inside and outside the vehicle Mobile Voice Guidance device through car audio control via touchscreen Hand free phone calls Multimedia functions connected to car In-Car Mobility In sound system through connected device FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 value Source: Human-Machine Interface Technologies Report by Telematics Update FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • HMI is strategic for OEM OEM perspective Reasons for the importance of the user interface include: Safety (minimal distraction) Cost/value Customization Quality/value added Attractiveness FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • What features define a leading HMI? Touchscreen 1% Touchscreen 1% Inputs 1% Inputs Controls 1% 15% 3% Outputs Outputs 3% 47% Simple / easy-to-use / Voice 9% intuitive Design / Innovation 3% Graphics 7% 6% Safety Display 6% 6% Display Safety Simple / easy-to-use 6% / intuitive Graphics 7% Design / Innovation 3% 49% 9 % Voice 15% Controls Source: Human Human-Machine Interface Technologies Report by Telematics Update FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • HMI: Voice Technology Example of services that can be enabled with Voice technology Voice destination entry E –Books reading Voice activated dialing Traffic / weather info Email / SMS reading Transactions Agenda / Calendar interface Controlling audio & entertainment by Voice Local Search and More FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 time- to-market advantage: product releases in CE are much faster than product preleases in market Automotive Semi-embedded solutions examples: FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 the UI is easy to use interface: and attractive On-going opportunities to interact with the consumer: improved CRM with new on- going going revenue, possibly through new app stores which fuels innovation and/or , subsidized services FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 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 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 ever-increasing performance FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • 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 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 FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009
    • Conclusions Embedded low cost navigation is gaining share as car manufacturers face cost pressure. Consumer electronics influences customer expectations in automotive, thus the integration of portable solutions, terminals or brought in applications ensures , newer HMI, faster time to market and more open and flexible platforms. FUTURE TRENDS Sales meeting AvMap International & TECHNOLOGY BREAKTHROUGHS Carrara, 28th – 30th September 2009