Secure your place in the in-vehicle smartphone integration market and plan for future tech. innovation

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SELECTED FINDINGS INSIDE
E- E F ST
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OR R A
D E I DA N D
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In-Vehicle Smartphone
$3
Integration Report 2011
50
Secure your place in the smartphone integration
market and plan for future tech. innovation
Essential analysis of smartphone
integration dynamics and the
strategies of key industry players
WWW.TELEMATICSUPDATE.COM/SMARTPHONEREPORT
OPEN NOW FOR SELECTED FINDINGS FROM THIS UNPARALLELED REPORT

2. In-Vehicle Smartphone Integration Report 2011
Leading automakers’ strategies to secure your place in the in-vehicle PRE ORDER BEFORE th AUGUST
smartphone integration market and plan for future technological innovation SAVE $ TODAY
Leading automakers’ strategies to secure your place in the smartphone
In-Vehicle Smartphone
Integration Report 2011 integration market and plan for future technological innovation.
Over 80% of Telematics Update’s stakeholders have a burning need for intelligence
on in-vehicle mobile device integration and consumer demands. Challenges
exist for many within the telematics industry as they endeavour to deal with the
exponential rise of sophisticated smartphone technology. This comprehensive 156
page guide to smartphone integration will facilitate your business development,
strategic planning and resource allocation necessary to capitalize on this lucrative
real opportunities
Identify and define the
in the worldwide CSP markets
business opportunity.
Purchase the report and benefit from… In-Vehicle Smartphone Integration
Smartphone integration
In depth case studies of existing OEM smartphone applications from OnStar, Application Integration Approaches
Toyota, Mercedes-Benz USA, BMW and Mini. Learn how to allocate your
OEMs have attempted several different approaches to integrating
smartphones. Essentially, there are three basic approaches that
are differentiated by the location from which the apps run. They
include building everything into the head unit, running apps in the
smartphone, or running apps in the cloud and using the head unit as a
terminal.
resources and capitalize on this lucrative business opportunity.
Figure 12: Key functions associated with integration approach
Head unit Link Smartphone
Connectivity Bluetooth Connectivity
Examination of driver distraction concerns and the potential legislation
HmI control USB HmI control
Connectivity VNC Applications
In-Vehicle Smartphone Integration
The connected vehicle
Figure 12 above shows some of the functions that are important to the
surrounding it so you can account for this in your strategic planning.
integration approach in a basic schematic format, which will be used
in some of the following sections to illustrate the difference between
approaches.
Figure 13: Functions of HmI controller
Insider Intelligence from the in-vehicle smartphone eco-system. Executive
Screen(s)
Buttons/switches Touch screen
Our survey suggests that the top application for an embedded in-car
HmI controller
system would be real-time traffic reports, followed by speed camera
warnings, navigation and internet radio. Integration with
interviews are supplemented with a wider survey across the Telematics Update
Voice recognition
infotainment
Figure 9: top four automotive-related apps needed outside of the vehicle
Voice Output
Speed camera warning
TV/streaming video In some implementations, the HMI of the solution may be fairly basic,
Realtime traffic for example, just a rendered display. In others, it may be more complex,
community to facilitate your business development.
Ticket booking/reservation extending to secondary or even tertiary displays in the car, and
Messenger/chat type apps
integrating voice control and voice output.
Buddy finder applications
In principle, there is no reason why this control cannot come from the
Auto location blogging smartphone itself, however, this depends on the interface specification
Projections of future smartphone architecture in the vehicle with input from
Facebook or other social between the various systems. The actual implementation often
Augmented reality Pol depends on what the OEM is trying to achieve. If the OEM wants a
branded range of applications, perhaps with some bespoke services,
In-Vehicle Smartphone Integration
Assessment of OEM smartphone
Navigation apps
Internet radio
it’s tempting to take an embedded approach. If an OEM is merely
enabling a customer’s phone to access smartphone applications, it’s
0% 10% 20% 30% 40% 50%
more cost-effective for the OEM to limit involvement to just enabling
industry decision makers so you can plan your future technological direction.
the application.
Our survey suggests that, for applications based in smartphones,
this group of respondents rated chat-type applications highly, along
with the ability to book tickets or make reservations. Facebook and
navigation-type apps rated highly.
36
Figure 10: top four automotive-related apps needed in and outside of the vehicle
Speed camera warning Audi has also discussed introducing specially developed smartphone Figure 43: Audi Roadside Assistance app
Answers on: What are OEMs looking for when identifying partners for ventures in
TV/streaming video apps that can upload photos taken with a GPS cell phone to the screenshots
navigation system, which can show the co-ordinates for the location Courtesy iTunes
Realtime traffic
Ticket booking/reservation
of the photo. For electric vehicles such as the A1 e-tron, the driver can
view the status of the rechargeable battery on their cell phone display
Messenger/chat type apps
at all times. The driver can also check whether the doors and windows
Buddy finder applications
are closed, or if there is any service information. Controlling interior
the smartphone integration space? Establish your place in this profitable market.
Auto location blogging
temperature by cell phone is also possible.
Facebook or other social
Augmented reality Pol In the US, Audi offers the Roadside Application that connects
Navigation apps customers directly with Audi and its roadside assistance partner,
Signature Motor Club. The app is available on iPhone, Android and
Internet radio
BlackBerry devices. The application leverages the Audi customer’s pre-
0% 10% 20% 30% 40% 50% 60%
registered vehicle information, a smartphone’s GPS capabilities and an
intuitive interface to ease calls for roadside assistance. The app works
In terms of apps to which respondents would like ubiquitous access,
by accessing an Audi vehicle’s basic information, which is stored as
internet radio scores highest, along with navigation, real-time traffic
OEM’s smartphone functionality needs; to enhance customer relationships,
reports and streaming video. part of the broader roadside assistance service and includes vehicle,
Audi Roadside Assistance and a dealer locator.
It’s questionable how representative our cross sample is of the general
public3. For people between 18 and 25 years old, a mobile phone and an iPhone app called CarMonitor that monitors,
In 2010, Audi released
connectivity in general are ‘more important’ than a car, according to a key performance characteristics for a driver’s vehicle,
analyses and stores
study, iCar: The younger generation and the networked car, for pure performance, eco-friendly driving or providing trip logs.
whether conducted
retention and maximise after sales opportunities in North American, Chinese
The app uses the vehicle OBD-II port to access real-time performance data,
30
which the app then analyses, also in real-time. Characteristics include
engine Revolutions Per Minute (RPM) which is especially useful with
older vehicles that do not have an RPM gauge. It also provides emissions
information, including the amount of CO2 a driver is saving by adjusting
and European markets. Learn what telematics solutions you need to provide
driving performance. Drivers using the iPhone CarMonitor app also have
the option of uploading the data collected to www.MyAudiLabs.com and
sharing driving performance with the VW Labs Community.
and thrive financially.
Figure 44: Audi Car monitor app
Courtesy Audi
The OEM decision making process to engineer smartphone functionality into
their vehicles so you can keep pace with evolving OEM perceptions. 104
Who should buy this report?
This report is essential to Tier 1 companies eager to supply telematics solutions to OEMs. Tier 2
companies in software and application development can identify where they can make money in the in-
vehicle smartphone eco-system. Automotive OEMs not yet leading the field can learn from OEMs with
smartphone applications already in place.
Report Methodology
We interviewed 19 leading stakeholders within the telematics industry including Mercedes, Hyundai,
ONX, Volvo, Microsoft and Verizon. Interviews comprised of extensive case studies and conversations
examining the evolution of telematics giants’ smartphone strategies and what they have learnt. In
addition a targeted survey canvassed more than 100 industry experts around the world and was
supplemented with carefully-selected and well-researched secondary source material.
Turn the page now for the ground-breaking selected findings from this report!
ORDER YOUR COPY TODAY, VISIT WWW.TELEMATICSUPDATE.COM/SMARTPHONEREPORT

3. In-Vehicle Smartphone Integration Report 2011
Leading automakers’ strategies to secure your place in the in-vehicle PRE ORDER BEFORE th AUGUST
smartphone integration market and plan for future technological innovation SAVE $ TODAY
Exclusive selected findings...
Microsoft’s Walter Sullivan believes there are prospects
for embedded communications in the car. He said: Nearly 50% of companies
“ ere are some markets where there are making a substantial
is limited ability to establish the data e ort in the development of
connection over Bluetooth from the car smartphone resident apps
via a tethered connection...Having the
embedded approach is one way to get
around that.”
Standards and legislation are required in
each of the following areas: 30%
of respondents said simplified
80% 49% 29%
in-car app interface is the
most important element of a
smartphone interface when
Driver Validation/ Input controls making their next vehicle
distraction certification purchase
parameters
Companies across the telematics industry
are focusing their development budget on:
YouTube and
46% 38% 32%
Pandora will be
able to skip Flash
entirely and begin
streaming audio Smartphone Embedded Embedded
and video using resident apps apps and apps using
HTML5… comms in smartphone
head unit connectivity
Hyundai’s Michael Dietz explains that the company’s
Blue Link-branded telematics solution is about more
than the technology:
OEMs revealed two key drivers behind
“Blue Link is a telematics o ering that strategies to integrate apps into the vehicle:
enables us to develop a direct relationship
with our consumers. At the end of the day,  meeting customer expectations
it’s all about forming the relationship.”  improving product attractiveness
ORDER YOUR COPY TODAY, VISIT WWW.TELEMATICSUPDATE.COM/SMARTPHONEREPORT

4. In-Vehicle Smartphone Integration Report 2011
Leading automakers’ strategies to secure your place in the in-vehicle PRE ORDER BEFORE th AUGUST
smartphone integration market and plan for future technological innovation SAVE $ TODAY
Contents
IN VEHICLE SMARTPHONE INTEGRATION ......................... Voice Recognition ................................................................. 75
Gesture Control .................................................................... 77
TABLE OF FIGURES .......................................................... Approaches to Increase Situational Awareness...................... 77
User Interface Regulation...................................................... 78
FOREWORD .................................................................... Who Has Responsibility For Safe Operation?.......................... 78
Analysis of OEM strategies.................................................... 81
EXECUTIVE SUMMARY ................................................... Solution Design and Integration Considerations ....................83
Organizing for Success ......................................................... 85
INTRODUCTION AND METHODOLOGY ............................ Regional Considerations .......................................................86
PREDICTIONS/VISION ...........................................................89
WHAT IS THE ‘CONNECTED CAR EXPERIENCE’ AND WHY IS Convergence ........................................................................89
IT IMPORTANT? ............................................................. Future Communications Technologies – 4G and LTE?.............. 91
Connected Car or Connected Driver?...................................... 15 Improved Product Strategy.................................................... 91
How Does the Smartphone Change the Landscape?............... 16
What Would Seamless In-Vehicle Smartphone CONCLUSIONS..............................................................
Integration Look Like?........................................................... 16 Some predictions for the future ............................................94
Why Are There So Many Di erent Approaches? ...................... 18 Prediction: The Hybrid Approach With Some Cloud Will Win! ...... 95
Where Does the Revenue Come From? ................................... 19
Customer Choice? Or More Complexity?................................. 19 ASSESSMENT OF OEM SMARTPHONE APPLICATIONS
Influence of Smartphone Solutions on the Purchasing Decision ..21 AND CASE STUDIES ......................................................
Aftermarket Activities ...........................................................24 Acura ...................................................................................98
Audi .....................................................................................99
THE CONNECTED VEHICLE: PRODUCTS AND SERVICES ... BMW: Case Study ................................................................101
Safety and Security............................................................... 25 BMW My Remote App ......................................................... 102
Remote Vehicle Monitoring and Control ................................. 25 BMW ConnectedDrive O ce Functions ................................ 103
Remote Services ...................................................................26 Roadside Assistance App.................................................... 104
Electric Vehicle (EV) ..............................................................26 BMW Application Integration .............................................. 104
Connected Navigation ..........................................................26 Chrysler ............................................................................. 106
Infotainment ........................................................................26 Fiat .................................................................................... 107
Other Automotive .................................................................26 Ford ................................................................................... 108
Other Non-automotive .......................................................... 27 SYNC Versions: ................................................................... 108
How Many Apps Do We Need? ............................................... 27 General Motors and OnStar: Case Study ............................... 111
How is Product Strategy Developed? .....................................30 Texting and Facebook in the Car ...........................................112
OnStar and Smartphone Applications ..................................113
SMARTPHONE INTEGRATION: Chevrolet MyLink Smartphone Applications .........................114
CHALLENGES AND SOLUTIONS ...................................... OnStar App for Chevy Volt ....................................................115
A Brief History of Phone Integration Over the Ages ................. 32 Future OnStar Services ........................................................ 117
Integrating Telematics .......................................................... 32 Hyundai: Case Study............................................................119
Building in Hands-free .......................................................... 33 In-Vehicle Platform ..............................................................121
Smartphone Integration Decision Framework ........................ 34 Smartphone Integration...................................................... 122
Application Integration Approaches ...................................... 35 Jaguar/Land Rover .............................................................. 123
Applications Embedded in the Head Unit ..............................36 KIA ..................................................................................... 124
Applications Based in the Smartphone .................................39 Mazda................................................................................ 125
RealVNC ...............................................................................39 Mercedes-Benz Case Study ................................................. 126
Terminal Mode .....................................................................42 Mercedes-Benz USA and mbrace ......................................... 126
Remote Skin ......................................................................... 43 Media Interface .................................................................. 129
Simple UI .............................................................................44 Mercedes Europe................................................................ 130
iPod Out............................................................................... 45 MINI ....................................................................................133
HTML5.................................................................................. 47 MINI Connected PlugIn ....................................................... 134
Cloud-Based Applications.....................................................48 Nissan ............................................................................... 136
In-Vehicle WiFi Access...........................................................49 Porsche...............................................................................137
Summary of Integration Methods ..........................................49 Saab .................................................................................. 138
Future Models of Integration ................................................. 51 Smart................................................................................. 138
Where Will Apps Be Resident in Future? ................................. 52 Toyota Entune: Case Study .................................................. 139
Certification ......................................................................... 55 Review of Entune’s Suite of Applications ..............................141
Approach to In-Vehicle App Development ............................ 143
KEY STRATEGIC ISSUES ................................................. In-Vehicle Implementation .................................................. 143
Pace of Change..................................................................... 59 Future Developments.......................................................... 143
Whose Customer is it Anyway? ..............................................60 Volkswagen........................................................................ 144
Who’s in the Driving Seat? ....................................................62 Volvo Cars ...........................................................................145
Economics ........................................................................... 63
Competition Versus Co-operation .......................................... 65 APPENDIX A: SMARTPHONE MARKET INFORMATION ....
Breakdown of Smartphone Market in US and Europe ........... 147
REGULATION ................................................................. What Do Customers Do With Smartphones?......................... 149
Driver Distraction .................................................................69
Does Inhibiting Smartphone Functionality Make It Safe? Or Just OTHER INFORMATION ..................................................
Safer? .................................................................................. 71 Data from Survey ................................................................. 151
So, What is Distracted Driving? ............................................. 72
User Interface Initiatives to Minimize Driver Distraction ......... 75 ACKNOWLEDGEMENTS................................................
Touch Screen Interface ......................................................... 75
ABOUT THE AUTHOR ...................................................
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5. In-Vehicle Smartphone Integration Report 2011
Leading automakers’ strategies to secure your place in the in-vehicle PRE ORDER BEFORE th AUGUST
smartphone integration market and plan for future technological innovation SAVE $ TODAY
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