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  • 1. www.telema(csupdate.com   03  April  2013   1  Automo&ve  Voice:  A  Long  Road,  Much  Progress  with  the  End  in  Sight?  Presenter  Dave  McNamara    dmcnamara@autotechinsider.com  
  • 2. www.telema(csupdate.com   03  April  2013  Topics  !  Let’s  put  Voice  in  context,  our  beginnings  !  Megatrends  driving  HMI  development  !  And  the  best  Auto  HMI  is..”the  envelope  please”  !  Mul(modal  HMI  Design  !  Voice  technology  defining  the  Auto  HMI  !  The  End  Game  -­‐  Challenges  and  Strategies    2  
  • 3. www.telema(csupdate.com   03  April  2013  Voice  in  Context,  A  long  Road  Automo(ve  Voice  -­‐  A  Brief  History  “Your  door  is  ajar”  “Turn  leV,  now!”  ①  Elec.  Voice  Alert  on  Chrysler  K  cars  in  the  mid-­‐1980s  ②  Voice  synthesis  of  turn  instruc(ons  on  naviga(on  systems  in  the  late  1990s  ③  Jaguar  S-­‐Type  world’s  first  voice-­‐ac(vated  audio  and  climate  control  system  in  1999  ④  Honda  Accord  naviga(on  with  voice  in  2003  ⑤  Ford  SYNC  introduces  voice  for  hands-­‐free  and  media  access  to  the  mass  market  in  2007  ⑥  Apple  with  SIRI  introduces  conversa(onal  voice  to  the  mass  market  in  2010  ⑦  Message  dicta(on  on  BMW  Connected  Drive  in  2012  ⑧  SIRI  on  Chevy  Sonic  in  2013  3  
  • 4. www.telema(csupdate.com   03  April  2013  !   Urbaniza(on  with  a  focus  on  safety  and  enjoyment  while  riding  MegaTrends  to  Consider  !   Ac(ve  safety  features  usher  in  the  unparalleled  safety.  But,  driver  distrac(on  is  intractable  with  increasing  legisla(on  !   Connec(vity  and  cloud-­‐based  features  dominate,  but  the  market  is  segmented      !   Voice  is  now  complimented  by  new  input  modali(es  –  gesture,  HUDs,  mul(-­‐touchscreens  and  touch  pads  (handwri(ng)  Automo(ve  excellence  was  defined  by  styling  and  powertrain  afributes.  Tomorrow  the  driving  experience  will  have  the  highest  levels  of  safety,  enjoyment  and  efficiency.  The  user  interface  now  becomes  the  car’s  key  design  aHribute!  Youth  18-­‐24  are  2-­‐4  &mes  more  likely  to  rent  a  car  vs.  ownership  as  compared  to  54  yr  olds  or  older  (Gartner)  4  
  • 5. www.telema(csupdate.com   03  April  2013  HMI  on  the  Main  Street  When will HMI Technologies hit Main Street? - Significant Growth in Input Modalities(emo(ve  sensing)  Do  we  design  the  Auto  interface  around  voice  …or  rather  use  voice  tac(cally  for  complex  func(onality,  such  as  connected  services??  5  
  • 6. www.telema(csupdate.com   03  April  2013  System  level  Component  level  Technology  level  Contact  analog  HUD  /  HUD  Hap(cs  controller  Steering  wheel    switches  Touch  Pad  Cluster  Displays  Projec(on    Technologies  Handwri(ng    recogni(on  Control  panel  surfaces  Laser    light  sources  Speech    recogni(on  OLED  Displays  Handwri(ng    recognizer  Mul(modal  Master    Controller  Touch  Screen    w/Voice  Capaci(ve    Switches  Center    stack  display  SoVware    planorm  Connec(vity  Center  stack  module  Instrument  cluster  LCD  Displays  Naviga(on/  Audio  Increasing  Integra(on  Separate  displays/  Switches  HMI  Design  Decisions  6  
  • 7. www.telema(csupdate.com   03  April  2013  “BMW’s  iDrive  the  slickest  and  clearest  interface  ..                its  closest  compe&&on  Audi’s  MMI”      Best-­‐in  Class  HMIs                        Source:  Telema(cs  Update,  The  Automo(ve  HMI  Report  2013    7  Mul&Modial  HMIs  
  • 8. www.telema(csupdate.com   03  April  2013  Mul&Modal  –  Combine  Input  Modali&es  Complimentary  or  Redundant  Mul(modal  HMIs  using  a  “central  data”  model  allows  the  user  to  combine  input  modali(es,  such  as  voice,  based  on  user  preferences  or  as  the  driving  situa(on  dictates.  Dumas  et  al  2009  8  
  • 9. www.telema(csupdate.com   03  April  2013  Mul&Modal  Design  is  an  Integra&on  Challenge  Keys  to  Excep&onal  Usability  PHOTO  CREDIT:  hfp://shufo.wordpress.com/2010/11/20/user-­‐centered-­‐design-­‐the-­‐key-­‐to-­‐a-­‐usable-­‐website/  Slide  compliments  of    Conduct  Drive  Alongs  to  Discover  User  Needs  Develop  Experien(al  Theme  Generate  Code  for  Reference  Hardware  Test  In-­‐Vehicle  Usability  Tweak  Model  Where  Required  Generate  Code  for  Produc(on  Hardware  Congratulate  the  Team  Validate  System  Integra&on  Model  Design  in  Mul&modal  Environment  9  
  • 10. www.telema(csupdate.com   03  April  2013  Voice  is  Best  for  Most  10  NA  and  Europe    CAGR  of  about  16%  China  CAGR  of  32%  Voice  based  HMIs  will  show  significant  growth.  Provides  an  extensible  HMI  by    allowing  OEMs  to  respond  quickly  to  ever  growing  consumer  feature  demands.  
  • 11. www.telema(csupdate.com   03  April  2013  The  Road  Ahead  –  Voice  emerges  as    principal  automo&ve  Interface  !  In  spite  of  the  need  for  improved  accuracy  and  development  cost,  voice  becomes  the  principal  interface  on  mid-­‐line  and  entry  level  vehicles.  !  Smartphones  and  cloud-­‐based  services  driving  tectonic  shiV  in  user  preferences,  that  is  the  acceptance  and  use  of  a  natural  voice  interface.  11  !  Driver  distrac(on  calls  for  “non-­‐contac(ng”  interfaces,  voice  and  gesture.  Personaliza(on  and  workload  managers  also  a  solu(on.  !  Other  input  modali(es,  gesture  recogni(on,    eye  recogni(on,  touch  pads,  hap(cs  and  even  thought  (emo(ve  vs.  control)  to  compliment  voice.  Knight  Rider  1982  becomes  SIRI  on  Chevy  Sonic  in  2013  everyone’s  car  (31  yrs  later)  
  • 12. www.telema(csupdate.com   03  April  2013   12  For  more  Informa&on  visit:  hfp://analysis.telema(csupdate.com/reports  Insurance  Telema&cs  Report  2013  Devise  a  winning  UBI  strategy    !   Market  Analysis:  Breakdown  of  the  market  composi(on,  global  ini(a(ves  and  business  models  to  support  your  partnership  and  investment  decisions  !   Business  model  case  studies:  Determine  whether  PAYD,  MHYD  and  PHYD  will  deliver  the  biggest  ROI  for  insurers  to  make  strategic  investment  decisions    !   How  to  form  partnerships:  Understand  data  collec(on  models  and  how  this  will  determine  which  parts  of  the  ecosystem  from  insurers,  telema(cs  providers,  wireless  carriers  and  OEMs  need  to  collaborate  for  the  biggest  ROI  Telema&cs  Connec&vity  Strategies  Report  2013  Analysis  of  the  Revenue  Models,  Commercial  Strategies  &  Consumer  Demands  that  are  Driving  Content,  Apps  &  Smartphone  IntegraAon  !   Market  prospects:  Discover  how  infrastructure  and  the  role  of  wireless  carriers  will  affect  the  connected  car  to  develop  a  durable  business  model  to  mone(ze  in-­‐vehicle  content  !   OEM  and  app  developer  case  studies:  Learn  from  tried  and  tested  content  integra(on  strategies  from  companies  such  as  Volvo,  Toyota  and  Vodafone  in  order  to  differen(ate  your  products  !   Region-­‐specific  strategies:  Iden(fy  the  in-­‐vehicle  content  needs  of  North  America,  Europe,  China,  Brazil  and  Russia  in  order  to  tailor  your  products  and  solu(ons  to  further  penetrate  these  markets  The  Automo&ve  HMI  Report  2013  Analyze  Best-­‐In-­‐Market  HMI  Designs  &  Technology  to  Develop  an  Updatable,  Personalized  &  IntuiAve  Auto  HMI  !   Auto  HMI  Market  Overview:  Understand  the  latest  advancements  in  HMI  design  introduced  by  market  leaders  such  as  BMW,  Audi,  Mercedes,  Ford  and  GM  to  help  you  assess  the  compe((ve  landscape  and  iden(fy  opportuni(es  for  innova(on  !   Exclusive  Industry  B2B  Survey  Results:  Survey  of  100+  experts  reveal  the  key  input  and  output  technologies  such  as  mul(-­‐touch  HMI  concepts  from  Visteon,  QNX  and  Tesla,  to  re-­‐define  your  route  into  the  auto  HMI  market  !   Key  Factors  in  HMI  Design:  Pin  point  important  aspects  like  the  user  experience,  regional  design  requirements  and  driver  distrac(on  affec(ng  HMI  design  to  enhance  the  driving  experience  and  remain  compliant  on  a  global  scale  
  • 13. www.telema(csupdate.com   03  April  2013  visit  WWW.TELEMATICSUPDATE.COM    Thank  you  for  your  aHen&on  More  Informa&on…