Overview of Bug Labs + Automotive sector; includes company overview, automotive case studies and details on BUG technology

1. Bug Labs + Automotive
Rapid, low-cost development
buglabs.net/auto

2. Agenda
• Introduction
• Industry Solutions
• Platform Overview
• Opportunities
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3. About
• Soho - New York City headquarters
– 18 employees
– Venture backed
• 1st open, modular electronics platform
• Best of CES 2008 - Emerging Tech
• Shipping since March 2008
• Fortune 500 client list
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4. Mission
• Allow enterprise system developers and
software engineers to explore new
hardware innovations and markets more
efficiently.
–“Get to market twice as fast at half the cost.”
• Long Tail of Electronics
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5. Long Tail of Electronics
Untapped Potential
Today's CE – a few devices for the millions
- Cellphones
- MP3 players
- LCD TVs
- DVDs
- PDAs
New Markets – millions of devices for the few
- Vertical markets
- Personalized, networked devices
$171B $171B +
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6. Long Tail of Electronics
Telemedicine
Disease Management
Drug compliance
Wellness/Prevention
Energy
Security
Media
Telemetry
Energy
Media
Utilities
Retail/CPG
Logistics
Industrial
Health
Care Home Auto M2M
CRM
ERP
SCM Hundreds more...
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7. The Need
Easy to understand
+ +
GPS Wireless RFID Reader
“I want a simple wireless, GPS-enabled RFID reader.”
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8. The Prototype
Hard to make
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9. Industry Standard
$1 Million
One Year
One Prototype
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10. BUG Development Method
Prototype Pilot/Limited Deployment Full Production
Off-the-Shelf Semi-Custom Fully Custom
Modular Hardware Deeper Integration Integrated Device
1 month 2 months 4-6 months
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11. BUG Platform Advantage
Early/Rapid Feedback and Iteration
“Get to market twice as fast at half the cost.”
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12. Agenda
• Introduction
• Industry Solutions
• Platform Overview
• Opportunities
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13. Opportunity
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14. Case 1: Wireless Telematics
“Real-time, web-based vehicle information.”
Features: Benefits:
- WiFi hot spot (aka MiFi) - Passengers can surf web while traveling
- Log/Auto-post energy usage metrics - No more manual tracking and entry
- Music server - Organize music collection w/ computer
- GPS + Accelerometer (aka “OnStar”) - Monitor safety of driver and occupants
- VoIP phone - Low cost communications while driving
- On-board Linux computer - Benefit from 3rd party app development

15. Case 2: Sensors + Metadata
“Synchronized sensor data + GPS + timestamp.”
Above: Roof-mounted video system
Left: Mashup between video, gps, timestamp
and Google Maps
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16. Case 3: Fleet Management
“Keep a ‘smart’ eye on your fleet.”
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17. Case 4: Custom Services
“Build your own vehicle system.”
Real-world examples:
• Analog Devices
• BUGsense has gyroscope, microphone array, accelerometer & inclinometer
• JLM Innovation
• BUGnose detects volatile organic compounds, methane, carbon monoxide
• Pitney Bowes
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• BUGsecure is a custom-built hardware-based encryption module

18. Agenda
• Introduction
• Industry Solutions
• Platform Overview
• Opportunities
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19. BUG Platform Purpose
Bring innovative, high quality electronic devices to
market quickly and economically.
Phase I Phase II Phase III Phase IV
Prototype Produce Deploy Distribute
Seamless path
Certified hardware + Services + Air Time + Distribution Options
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20. BUG Platform Components
Hardware
Software
Cloud
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21. BUG Platform Value
Vertically Integrated Development
1. Configure / Build Hardware
2. Write Software Application
3. Integrate with Web/Internet
100% Customized Solutions
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22. BUG 2.0
Certified OMAP-based
3G/4G devices

23. BUGmodules
Physical Interface Extensions
• Full-color, touchscreen LCD
• 2MP Camera
• GPS
• Motion detector/Accelerometer
• von Hippel module (build your own)
• Audio
• 3G cell/data modem - CDMA & GSM
• 802.15.4 modem
• RFID scanner
• BUGnose - atmospheric gas sensors
• BUGsense - temp, RH/BP, digital compass, proximity, light
• BUGsecure - hardware-based, cryptographic security engine
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24. Future Development
• microBUG
–Much smaller and cheaper
–Seamless integration into BUG system
–Potentially use existing OSH design
• E.g. - Marvell SheevaPlug
• BUGsecure base
–Integrated PB chipset
–Secure boot
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Confidential

25. BUG Software
Application Layer
Angstrom Industry-Standard
OpenJDK
Linux Eclipse SDK
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26. BUG Software
Application Layer :: SDK
• Industry-standard Eclipse software development environment
• Integrates BUG hardware, software and BUGnet community
• Drag & drop application sharing and BUG configuration
• BUGnet window displays top picks for connected BUG config
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27. BUG Cloud Services
Network Layer :: Web services interface for H/W
http://138.169.10.1/service/GPS/Location
http://138.169.10.1/service/motion
http://138.169.10.1/service/camera/picture
Seamless integration with SOA 27

28. Agenda
• Introduction
• Industry Solutions
• Platform Overview
• Opportunities
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29. What if...
...wireless hardware
development were as easy
as application development?
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30. Agile Software Development
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31. Agile Hardware Development
Gadget Developer Program ™
The fastest path from prototype to deployment.
1. Prototype 2. Produce 3. Deploy
Develop your device using the Quickly move to pilot and full Deploy your new gadget to a
pre-certified prototyping toolset production using integrated variety of vehicles and soldiers
and the wealth of technical Gadget Development and quickly and economically
resources in the Gadget Deployment Platform
Development Center
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32. Benefits
• Take advantage of new model
– Prototype and pilot new capabilities easily, quickly and affordably
– Frictionless path from prototype to pilot to deployment
• Leverage BUG support channels
– Thousands of innovators in BUG ecosystem worldwide
– Value-added BUG development and support services available
• Low cost, low risk, high potential
– Rapid iteration encourages experimentation & provides feedback
– Open-source means no IP hassles or technology lock-ins
• Our interests are aligned
– Bug Labsʼs success hinges on YOUR success
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33. Thank You!
Michael de Senna
Director of Sales and Business Development
Bug Labs, Inc.
t: +1 212 792 6357 x107
Skype: MikeAtBugLabs
buglabs.net/auto
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