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Car Navigation Market               in South East Asia                             by                       Vivek VaidyaVi...
Agenda I    Overview Southeast Asian Automotive Market II   Drivers & RestraintsIII   Navigation Market TrendsIV    Market...
OverviewASEAN is home to more than 2.5 million light vehicle sales in 2010                                                ...
Overview     Thailand is the largest light vehicle market in the region which account    18%             18%              ...
Navigation Market Characteristics by Country  • OEMs has offered navigation systems for their        • Proton is currently...
Thailand Navigation Market: PNDs dominate the car navigation market with nearly 96 percent of the market due to reasonable...
Malaysia Navigation Market:                 Aftermarket is still major contributor, accounting for 90 percent of the marke...
Singapore Navigation Market:                   Embedded type is available as OE fitment but not available in the aftermark...
Indonesia Navigation Market: OE and dealer fitting is not common and yet to see signs to become popular• The car navigatio...
Generation Y: Goods and Services Catered to Values, Beliefs, Interest and Lifestyle       Personalization          Techno ...
Smartphones are integral part of life                                        Queue for iphone                             ...
Embedded systems in Southeast asia are set to grow…but                        Embedded Systems in South East Asia250.00200...
The volumes of PND would be significantly higher… but what ismore exciting is…                          Embedded Vs PND gr...
Smart Phones are likely to outnumber PND and Embeddedsystems in order of magnitude!                           Smart Phones...
Southeast Asia shows one of the highest intentions to purchasesmartphones at global level                                 ...
Built in Apps Already Exists like 911, Beamed-in and Brought-in are the ones infocus Currently                            ...
Internet in the Car: From an automakers perspective Brought-In method the mostcost effective and way to bring internet rad...
Southeast Asia has the potential to leapfrog the conventionalsteps in development of navigation and telematics market     ...
Critical Development Points for Vehicle Centric and ConsumerCentric Apps                                                Ho...
Vehicle Manufacturer Developed AppsOEMs are Currently working on API’s to Control Entertainment Apps on Smartphones throug...
Conclusions and Opportunities                                                                                 Implications...
Appendix – Frost & Sullivan Research Content22                                                  22
Telematics, HMI, Connectivity and Navigation Related Existing andUpcoming Consumer Research                       2011 App...
Telematics, HMI, Connectivity and Navigation Related Upcoming            Research – 2012                                  ...
Telematics, HMI, Connectivity and Navigation Related Existing and            Upcoming Research – 2010 and 2011            ...
Electrical, Electronics, Comfort and Convenience Related Existingand Upcoming Research                     2012   Strategi...
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Asean connectivity marketbyvivekvaidya

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Transcript of "Asean connectivity marketbyvivekvaidya"

  1. 1. Car Navigation Market in South East Asia by Vivek VaidyaVice President - Asia Pacific Automotive & Transportation 29th Nov, 2011 Automotive Practice
  2. 2. Agenda I Overview Southeast Asian Automotive Market II Drivers & RestraintsIII Navigation Market TrendsIV Market Forecasts and Future Outlook V New Market TrendsVI Key Conclusions and Opportunities 2
  3. 3. OverviewASEAN is home to more than 2.5 million light vehicle sales in 2010 29% 29% 28% 28% 31% 28% Market 29% Overview: Light Vehicle Sales, 2007 - 2015 4% 4% 4% 25% 29% 27% 5% 28% 4% 27% 5% 28% 6% 28% 4% 29% 31% 28% 5% 4% 29% 5% 4% 30% 25% 30% 31% 31% 27% 5% 31% 4% 27% 5% 32% 28% 6% 29% 5% 29% 5% 30% 29% 30% 29% 31% 31% 39% 39% 31% 34% 37% 37% 38% 38% 32% 36% 36% 28% 28% 4% 31% 28% 4% 25% 39% 4% 39% 34% 37% 37% 38% 38% 27% 5% 36% 36% 4% 27% 5% 28% 6% 29% 5% 29% 5% 30% 30% 31% 31% 31% 32% 39% Brunei Burma (Myanmar) 39% 34% 37% 37% 38% 38% Indonesia 36% 36% Cambodia Laos Philippines Vietnam Thailand Singapore Malaysia• The light vehicle market in in South East Asia 4 countries (Thailand, Malaysia, Singapore and Indonesia) accounted for more than 1.5 million vehicles in 2010• Thailand is the largest light vehicle market in the region which account for nearly 40 percent 3
  4. 4. Overview Thailand is the largest light vehicle market in the region which account 18% 18% 18% for nearly 40 percent 24% 18% 24% 18% 25% 18% 19% Market Overview: Light Vehicle Sales by Market Overview: Market Share of Top 18% 18% 24% 25% 24% 18% Segments, 2007 - 2015 Vehicle Manufacturers, 2010 25% 19% 19% 18% 21% 21% 18% 24% Continental brands such as Mercedes-Benz, BMW and 21% 24% 25% 18% 25% 19% Audi holds less than 1 percent of the market 25% 19% 21% 21% 21% 24% 21% 19% 24% 18% 25% 18%% 25% Others, 28% 25% 18% Toyota, 32% 19%% 26% 21% 21% 21% 21% 20% 19% 20% 24% 19% 24% Nissan, 6% 27% 25% 20% 25% 21% 21%25% Proton, 7% Honda, 10% 21%26% 21% 20% 22% 26% 26%% 20% Isuzu, 9% Perodua, 8% 21% 21% 21% 21% 17% 18% 20% 18% 20% • Toyota holds the largest market share in South East Asia 4 countries with more then 30 percent of the market share, followed by Honda, Perodua, Isuzu, Proton and Nissan • MPV and Pickup segment will remain major segment which account for nearly half of the market because of popularity in Thailand and Indonesia, although A and B segment will grow gradually 4
  5. 5. Navigation Market Characteristics by Country • OEMs has offered navigation systems for their • Proton is currently offering PNDs and will change passenger cars but recently introduced for pick up to embedded type, and even plan to start trucks telematics services in 2015. • Japanese OEMs fit navigation systems in • While, another local OEM, Perodua is currently production line in Thailand, while continental offering PNDs for limited models but no intention OEMs import CBU vehicles with navigation. to increase models with navigation. Thailand Malaysia • Singapore can afford more embedded navigation • Although Indonesia has large population and land, systems than other countries, but necessity of navigation systems are still very expensive for navigation systems are very low because the land most of Indonesian. is small and traffic systems are well established. • Richer people who can afford navigation systems • The market is too small for OEMs to develop do not need navigation systems because they have navigation systems for Singapore. drivers. Singapore Indonesia 5
  6. 6. Thailand Navigation Market: PNDs dominate the car navigation market with nearly 96 percent of the market due to reasonable price and plenty of choices• PNDs dominate the car Market Size by Stage: Frost & Sullivan Scenarionavigation market with nearly (Thailand), 2007-2015 779,00095 percent of the market due 652,400to reasonable price and plenty 544,500of choices 418,800• Embedded type is used by 322,300 247,800OEMs but will not penetrate 176,700 114,700into the market due to high 74,400price and availability in theaftermarket Embedded 4.0% • Currently mainly luxury and larger vehicles in D segment and above offer navigation systems but it will shift to smaller PND 96.0% segment such as C and B segment in the future • Garmin and MIO are major PND players in Thailand which account for more than 70 percent of the market share 6
  7. 7. Malaysia Navigation Market: Aftermarket is still major contributor, accounting for 90 percent of the market• The navigation market in Malaysia Market Size by Stage: Frost & Sullivan Scenariohas been growing very fast in the (Malaysia), 2007-2015past 2 years, although the market is 781,100still small.• Currently the car navigation market 524,800is dominated by PND and embedded 353,300type is not favored by nationalautomakers due to the complexity of 238,100 155,800the system integration on their 104,400 60,400 69,600current product and higher cost 24,400 Embedded 1.1% • Garmin and Papago are major PND players in Malaysia PND 98.9% • Mobile phone map is a threat for PNDs as the functions of mobile phone map have improved dramatically in the last few years and the screen size is getting bigger which is easier to see 7
  8. 8. Singapore Navigation Market: Embedded type is available as OE fitment but not available in the aftermarket• Car navigation systems are not Market Size by Stage: Frost & Sullivan Scenarioindispensable in Singapore (Singapore), 2007-2015because the land is small, road 48,000 48,000 46,800network is relatively simple and 45,700 42,200busy traffic time is predictable. 38,000 31,200• However, car navigation 18,400systems , especially PND type,are getting popular because of 5,200reasonable price, convenienceand multi-functions Embedded 5.3% • Garmin dominates the PND market in Singapore with more PND than half of the market share in the aftermarket. 94.7% • Embedded type may penetrate into the market if more attractive telematics services such as maintenance reminder, breakdown calls, emergency calls are available 8
  9. 9. Indonesia Navigation Market: OE and dealer fitting is not common and yet to see signs to become popular• The car navigation market in Market Size by Stage: Frost & Sullivan ScenarioIndonesia is currently very (Indonesia), 2007-2015small but will grow very fast 174,600toward 2015 due to increasing 158,400 143,800public awareness andaffordability. 110,600 79,100• The car navigation market is 52,900dominated by PND and 37,700embedded type may not able 18,100 12,200to penetrate further into themarket due to high price. Embedded 0.5% • Garmin and Mio are the major market players in Indonesia PND which have about 90 percent of the market share. 99.5% • Garmin holds about half of the market share, while MIO has about 40 percent of the market share. 9
  10. 10. Generation Y: Goods and Services Catered to Values, Beliefs, Interest and Lifestyle Personalization Techno Savvy and Civic and Demanding and and Connected 24 X 7 Environmentally Impatient – “Fast Individualization Friendly and the Furious” Gaming Gizmos Personalized Search and Instant Text Messaging Eco- Transport News Smart Phones Social Networking Profiles Bag-For-Life (Paper Bags Instead of Plastic) Instant Chat Facebook-on-the Move Personalized Products Paperless Banking Speed Oriented Gaming (Car Racing) MicroblogsM65B-18 10
  11. 11. Smartphones are integral part of life Queue for iphone It is very common for people to take picture of food they are about to eat and post it on Facebook…before they finish the dish they get hundreds of likes Cell Phones are commonly used while travelling, for voice as well as data service. Unlike Japan it is not considered rude to make a call while travelling 11
  12. 12. Embedded systems in Southeast asia are set to grow…but Embedded Systems in South East Asia250.00200.00150.00100.00 50.00 - 2010 2011 2012 2013 2014 2015 Embedded 12
  13. 13. The volumes of PND would be significantly higher… but what ismore exciting is… Embedded Vs PND growth4,000.003,500.003,000.002,500.002,000.001,500.001,000.00 500.00 - 2010 2011 2012 2013 2014 2015 Embedded PND 13
  14. 14. Smart Phones are likely to outnumber PND and Embeddedsystems in order of magnitude! Smart Phones Vs PND Vs Embedded300,000.00250,000.00200,000.00150,000.00100,000.00 50,000.00 - 2010 2011 2012 2013 2014 2015 Embedded PND Smart Phones 14
  15. 15. Southeast Asia shows one of the highest intentions to purchasesmartphones at global level 15
  16. 16. Built in Apps Already Exists like 911, Beamed-in and Brought-in are the ones infocus Currently Built-In Beamed-In Built-In – Source Beamed-In – Source of revenues are of revenues are App from hardware Subscription fees Features like eCall which are Features like Ford Service and apps for OEMs and built into the vehicle Delivery Network (FSDN) which subscription for associated service embedded telematics unit allows real time services to be OEMs, hardware providers e.g. Ford Sync 911, OnStar sent to user using his mobile providers and e.g. Mercedes ACN phone with data and Bluetooth service providers Mbrace $280 subscription for 3 years service Brought-In Brought-In – Source of revenues Bringing in apps from for OEMs are only through platforms like Apple App interfaces for using Smartphone store through users apps inside the car, e.g. Smart smartphone for use in iPhone cradle, Ford Sync, etc vehicle through vehicle HMI, e.g. Syncast in Ford Sync 16
  17. 17. Internet in the Car: From an automakers perspective Brought-In method the mostcost effective and way to bring internet radio into the car Built - In Beamed - In A dedicated SIM card built into the vehicle These are head-units which are USB Modem installed when the vehicle is GM OnStar** BMW Connected Drive assembled. Connectivity is provided by tethering consumer mobile phone or having a modem in the car Bluetooth is the primary method of data These are mobile phones used as a modem transfer from the portable device to the or have a USB modem car speakers Brought - In Aftermarket Ford SYNC Smart drive kit for ClarionMIND Pioneer in-dash unit iphone + smart drive app These are aftermarket head-units that provide access to internet with use of These are portable devices such as mobile phone or music consumer mobile phone players. The mobile phone network is used for connectivity **OnStar has some safety features built in but a variety of media features are beamed in only on request Source: Frost & Sullivan 17
  18. 18. Southeast Asia has the potential to leapfrog the conventionalsteps in development of navigation and telematics market Brought - In These are portable devices such as mobile phone or music players. The mobile phone network is used for Beamed - In connectivity Built - In Aftermarket These are mobile phones used as a These are head-units which are modem or have a installed when the vehicle is USB modem assembled. These are aftermarket head-units that provide access to internet with use of consumer mobile phone 18
  19. 19. Critical Development Points for Vehicle Centric and ConsumerCentric Apps Hosted from Smartphone inside Embedded car using tethered connectivity Critical Internet radio, Vehicle information, breakdown Emergency Assistance, Ecodriving, assistance, Social Stolen vehicle tracking, Diagnostics networking, parking usage-based insurance, , Internet information, dynamic POI advanced diagnostics and radio, etc information, EV charge breakdown assistance spots location information, EcoDriving, etc Good to Have Tethered Built inside the car by OEMs and tier 1 suppliers 19
  20. 20. Vehicle Manufacturer Developed AppsOEMs are Currently working on API’s to Control Entertainment Apps on Smartphones through VehicleHMI and are Also Developing Dedicated Apps in many Areas Vehicle Telematics Entertainment Location Based Navigation Information Others Related Apps Apps Service Apps Related Apps Apps Toyota I Heart EV Apps – BMW BMW Roadside Audi Car Toyota Park TomTom Internet Radio Active E, Nissan Assistance Monitor App Smart App Navigation App App LEAF apps Ford - Sync Mercedes myChevrolet OnStar Mylink Bosch Zip Car – Car Enabled Mbrace App App App Navigation App Sharing App Pandora Ciao Fiat Trapster – Fauercia Smart BMW Ford – Sync Toyota Smart G- Smartphone Speed Camera Fit – Seat Connected App Enabled Stitcher Book App App App Related App Viper Smart Green Apps – Continental Dynolicius – BMW/Mini Mercedes Smart Start Remote Green Meter TPMS App Diagnostics App Connected App Drive App App App Source: Frost & Sullivan. 20
  21. 21. Conclusions and Opportunities Implications ASEAN Market is mainly dominated by PNDs with slower growth for Embedded systems A growing user base for mobile phone- Market is still based Navigation and location based nascent to many services is prompting interfacing these evolving devices to vehicle display technologies around telematics and infotainment Mobile phones may become the preferred navigation and connectivity devices for Few major PND majority of the car users manufacturers dominate the market however, Mobile phones are a threat to PNDs In-dash unit market may never take off in Gen Y Influence very high in this region future HMI designs and infotainment concepts – touch screen, voice commands critical requirements Vehicle manufacturers and connectivity service providers need to evolve a different road map for these markets Source: Frost & Sullivan 21
  22. 22. Appendix – Frost & Sullivan Research Content22 22
  23. 23. Telematics, HMI, Connectivity and Navigation Related Existing andUpcoming Consumer Research 2011 Apps, HMI and Telematics Voice of Consumer Study (In-progress) US Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Mobility Apps, HMI 2011 Concepts and Telematics Services 2011 Apps, HMI and Telematics Voice of Consumer Study (In-progress) European Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Mobility Apps, 2011 HMI Concepts and Telematics Services 2011 Comfort and Convenience VOC Study (In-progress) European Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Multiple 2011 Comfort and Convenience Technologies during Different Driving Phases 2010 US Voice of Customer Study: Telematics & Infotainment and App-Store Applications 2010 Infotainment Voice of the Customer: European Consumers’ Attitudes, Perceptions, and Willingness to Pay Regarding New Generation Infotainment, App Concepts, and HMI 2010 Solutions European Consumers’ Desirability and Willingness to Pay for Connected Navigation, 2009 Location-Based Services and Features Russian Consumers’ Desirability and Willingness to Pay for Connected Navigation, Location- 2009 Based Services and Features Voice of Customer Study – Desirability and Willingness to Pay for Navigation Systems and 2008 Telematics Services (US) 2008 Consumer Desirability & Willingness to Pay for Navigation Systems and Features (Europe) European Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Multiple Forthcoming 2007 Comfort and Convenience Technologies 23
  24. 24. Telematics, HMI, Connectivity and Navigation Related Upcoming Research – 2012 Strategic Analysis of the European Telematics Services Market - Focus on Emergency 2012 and Breakdown Assistance Strategic Analysis of the European Telematics Services Market - Focus on Stolen 2012 Vehicle Tracking Strategic Analysis of the North Telematics Services Market - Focus on Emergency, 2012 Breakdown and Vehicle Tracking Features • Location-based services Strategic Analysis of Tracking Legislation and its Impact on the Telematics Services • GPS / Navigation 2012 Market in Brazil systems Strategic Analysis of ERA GLONASS Legislation and its Impact on the Telematics • Infotainment systems 2012 Services Market in Russia • Wireless Communication / Strategic Update of the In-Car Audio Systems Market in North America - Including Focus Bluetooth on Audio Systems, Amplifiers, Speakers, Aux-in Features, Sound Processing Software, • CV Telematics 2012 etc • RVD eCall Pedestrian - Aftermarket Navigation Solution letely Parking 2012 Strategic Update of New Developments in the European Automotive HVAC Market Information oard &gation Reservation Variable message signs Impact Assessment and New Developments in Smartphone Interface Technologies Such 2012 as Mirrorlink in the European and North American Automotive Market Time 3G, GPRS. HSDPA, UMTS, WiFi Socialamic Networking ffic Toolsmation Mobile TV Audio * Draft titles subject to change based on other customer feedback as well & Video Forthcoming - DVB H Downloading 24
  25. 25. Telematics, HMI, Connectivity and Navigation Related Existing and Upcoming Research – 2010 and 2011 Key Trends and Forecasts of Navigation Systems and Telematics Services in China, India and 2011 Select APAC Markets Key Trends and Forecasts of Navigation Systems and Telematics Services in North and Latin 2011 American Markets Key Trends and Forecasts of Navigation Systems and Telematics Services in Western and Eastern 2011 European Markets including Russia • Location-based Strategic Analysis of European and North American Automotive Human Machine Interface Market - services 2011 Part 2 Display and Instrument Clusters • GPS / Navigation Connectivity, App Stores and Cloud-based Delivery Platforms - Future of Connected Infotainment systems 2011 and Telematics Market • Infotainment systems • Wireless Strategic Analysis of Global Automotive Market for IT Mobility Platforms Communication / 2011 Billing and Smart Charging are Two Key Opportunity Areas in the EV Infrastructure Segment Bluetooth Strategic Analysis of European and North American Automotive Human Machine Interface Market - • CV Telematics 2011 Part 1 Steering Wheel Controls, Voice Interfaces and Multifunctional Switches • RVD Executive Analysis of European Consumers’ Awareness and Preferences for Usage of eCall Pedestrian - Aftermarket Navigation Solution Parking 2010 Smartphone Apps Inside and Outside Car letely Information oardgation & Reservation Strategic Analysis of the Impact of Smartphones and Apps on the European and North American 2010 Infotainment Market Variable message signs Timeamic ffic 3G, GPRS. HSDPA, UMTS, WiFi Social Networking Tools Strategic Analysis of the North American Market for Telematics-Enabled Usage-based Insurancemation Mobile TV Audio 2010 Market & Video Forthcoming - DVB H Downloading 2010 Strategic Analysis of North American Embedded-Connected Hybrid Telematics Market Existing 2010 Strategic Analysis of the European Market for Telematics -enabled Usage-based Insurance 2010 Automotive Telematics Application Stores – Will it Succeed like the Apple App Store Concept 25
  26. 26. Electrical, Electronics, Comfort and Convenience Related Existingand Upcoming Research 2012 Strategic Update of the Automotive HVAC Market in Europe Strategic Analysis of Automotive Electronics Market for Electric Vehicles in Europe and North 2012 America Strategic Analysis of Automotive Interior and Exterior Lighting Systems Market in Europe and 2012 North America 2012 Strategic Analysis of Automotive Seating Systems in Europe and North America 2009 Strategic Analysis of the European Automotive Human Machine Interface Market Executive Analysis of the Market for Solar Technology Applications in the European Automotive• Lighting Systems 2009 Industry • HVAC Systems 2009 Strategic Analysis of the North American Automotive Software Market• Body Electronics 2008 European Automotive Original Equipment DAS, ESP, Passive Safety and Rain Sensors Market • ECU’s • Tire pressure 2008 Strategic Analysis of European Market for Electric Corner Modulesmonitoring systems 2008 Strategic Analysis of the European Automotive Advanced Electronic Controller Market • Aftermarket Electronic 2008 Strategic Analysis of the European Automotive Exterior Lighting Market Components 2008 Strategic Analysis of the European Automotive Interior Lighting Markets 2008 Strategic Analysis of Automotive Human Machine Interface Systems in North America European Automotive Original Equipment (OE) Heating Ventilation and Air Conditioning (HVAC) Forthcoming 2007 Systems Markets 2007 European Automotive Original Equipment Position, Pressure and Temperature Sensors Market 2006 Analysis of European Automotive Wiring Harness and Connectors Markets 26
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