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All Energy 2011
- 1. Business opportunities for software developers created by the emerging EV driver interface 18 May 2011
- 2. The age of electric motoring is here
- 3. The gateway to new opportunities – cars enter the digital domain
- 4. Before – cars had faces
- 5. In future
- 8. Ford Focus EV interface
- 9. Strategic EV interface alliances • Ford and ITT • Renault/Nissan and AXA Assistance • Toyota and Microsoft • Siemens – open to OEMs • BMW – new Active E brand • Google – power meter
- 10. FAST into the new market Apple & Google
- 11. Why is this important?
- 12. Will EVs make more money for OEMs and dealers?
- 13. Why this is relevant
- 14. The chance to make real money
- 16. The opportunity for business is …
Editor's Notes
- It’s now a fact that almost every automotive OEM is to launch an electric or hybrid car.
- This opens the door to a whole new era of applications and products linked to the emergence of an all new eco-system. Car – home/office – smart interface – grid.
- You could recognise a car by its marque character. Each marque had a look, a badge and a pedigree built through the OEM’s history – Jaguar, Porsche, BMW, Audi, Mercedes etc
- Nissan Leaf, MitsubishiiMiev, ThinkDue to the introduction of safety standards, the next generation of cars will tend to look very similar, but once inside you will be met by a digital driving interface. It is at this point that the new difference between cars will become apparent.
- Ford Focus MyTouch
- These two marques display and project very different characters at the driver interface. The Nissan character is more utilitarian while the Ford one is very friendly and begins to nod towards the convergence between car, smartphone, tablet for information, utility and entertainment.
- In the case of Ford, their Ford Sync application program interface (or API) allows sync to harness the power of smartphone mobile operating systems to access and control applications in Ford vehicles.Open Beak, Pandora and Stitcher were the first applications to embrace this opportunity, allowing Twitter and internet radio control into Ford vehicles.
- Available at Google on code.google.com for all software developers.
- Right now how do OEMs and dealers make money on the sale of new cars? With difficulty. Dealer margins are tight and for OEMs most new EVs will leave the factory making a loss at first. Discounting is the norm. They survive by selling parts and accessories, servicing and branded lifestyle accessories - like BMW Motorsport golf bags, jackets and sweatshirts.
- No! EVs require very little servicing. Their engines will last for decades and there are fewer moving parts than in ICE cars. There will be even less when EVs adopt fly-by-wire.
- In Britain and especially in Scotland we have a history of good software development. The gaming made in Dundee is a prime example. We missed the boat in Scotland when it came to securing an EV or battery plant, while the North East got the Nissan Leaf car factory and a lithium-ion EV battery plant. So this is something we can do well.
- Skype was created just 8 years ago in 2003. It now has over 170 million connected users and last week it was snapped up by Microsoft for $8.5 billion in cash. Cars are one consumer durable designed for volume sales thus enabling good licensing and royalty revenues for developers of apps, especially as EVs converge with smartphones and computers.
- Think of the character of your laptop. They all look a bit alike but when you know them they are very different. Each product has its character.
- In the words of our learned friend, the meerkat – Simples!If they are going to take advantage of this all new market sector, developers must move swiftly. This paper is flagging the opportunity and is a call to action for the software industry to take advantage of a lucrative new part of the automotive supply chain as the digitisation of cars becomes the norm.