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Monetizing the Connected Car through Open platforms

Monetizing the Connected Car through Open platforms



By Rudolf J Streif, The Linux Foundation

By Rudolf J Streif, The Linux Foundation



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    Monetizing the Connected Car through Open platforms Monetizing the Connected Car through Open platforms Presentation Transcript

    • Monetizing the Connected Car through Open Platforms Driving the Automotive Software Revolution through Open Innovation Rudolf J Streif, The Linux Foundation
    • Impressions of the connected car...
    • Where is the value proposition?
    • If you want to succeed you must differentiate where it matters.
    • Applications User Experience Differentiating Functionality UX 1 UX 2 UX 3 UX 4 System API Operating System Middleware Middleware HW and UX independent API Native and Web Application Toolkits and Services Additional OS Utilities, SDK Libraries Kernel , Drivers Hardware Adaptation HW 1 = Commodity HW 2 = Domain HW 3 Domain Functionality Cross-industry Functionality Operating System Base Core Operating System HW Platforms Domain Middleware Extensions HW 4 = Your IPR
    • Searching for the killer app... Killer App
    • Consumers want... Variety – I like to pick and choose. ●  Integrated Services – Apps are great but why don't they talk to each other? ●  Customization – I like to be able to configure the system to my needs. ●  Upgradable – I like my car, I just want to be able to get the latest and greatest infotainment. ●  Device Integration – My smartphone is my life. ●  Cloud Integration – My media and content is on iTunes, Google Drive, Dropbox, ... ●  Ease of Use – Bluetooth pairing, enough said... ● 
    • ROI
    • Services Applications New Revenues Revenues Market Revenue 0 Costs Internal Development Costs Closed Model Market Revenue Internal and External Development Costs Open Model Source: Henry Chesbrough – Open Business Models Cost and time saving from leveraging external innovation
    • If you you are looking to succeed in connected ecosystems you must master open innovation, open platforms and open source software.
    • The most successful companies are building their products and services on open platforms.
    • Wait a minute Apple???
    • The Automotive Industry as a Hardware Supplier? Apple Google Toyota VW GM 388.73 B 292.26 B 206.10 B 90.36 B 44.28 B Market Capitalzation in USD, Source: Bloomberg June 24, 2013
    • How can you successfully compete in this new landscape?
    • New Rules of Innovation Closed Innovation Principles Open Innovation Principles The smart people in our field work for us. Not all the smart people work for us. We need to work with smart people inside and outside our company. To profit from R&D, we must discover it, develop it, and ship it ourselves. External R&D can create significant value; internal R&D is needed to claim some portion of that value. If we discover it ourselves, we will get it to market first. We do not have to originate the research to profit from it. The company that gets an innovation to market first will win. Building a better business model is better than getting to market first. If we create the most and the best ideas in the industry, we will win. If we make the best use of internal and external ideas, we will win. We should control our IP, so that our competitors do not profit from our ideas. We should profit form others' use of our IP, and we should buy others' IP whenever it advances our own business model. Source: Henry Chesbrough – Open Business Models
    • Finding the Balance Private Innovation Innovation Open Innovation Advantages: Full Control Full Control First-to-Market First-to-Market Differentiation Cost Reduction Interoperability Balance Evolving Source: IBM Standardization
    • We need an Open Innovation Platform
    • The car is becoming a mobile Information Device. We need to deploy information and communication technology but we do not have much experience. Information and communication technology is evolving rapidly and it is hard to catch up. We cannot develop everything ourselves anymore. Kenichi Murata Toyota
    • Automotive Grade Linux (AGL) Enable the Automotive Industry to successfully utilize Linux and Open Source technologies for product development and deployment with open collaboration and processes, reference software and hardware, education and practices. www.automotivelinux.org
    • AGL Member Companies
    • Developer Accessible Hardware ●  ●  System with different CPU platforms and automotive peripherals. Affordable price point. Processes and Tools ●  ●  Build systems, collaboration and source code managment, automatic testing and QA. Best practices. Education ●  ●  Collaborating with and contributing to open source projects. Open source licensing and compliance, supply chain management, IP management.
    • AGL IVI Demo System ●  ●  ●  ●  ●  ●  ●  AGL Collaboration of Feuerlabs, Jaguar Land Rover, Symbio and Symphony Teleca Tizen IVI Platform with HTML5/JavaScript User Interface 3 Weeks Project Time Integrated into Land Rover LR4, including CAN Control Built out Media Player and HVAC Controls Built remote control server backend Created remote control website for HVAC
    • AGL Reference IVI Stack HTML5 GUI HTML5 / Java Engine Middleware Tizen OS Graphics Framework VM Image Complete System Image Drivers Hardware http://content.linuxfoundation.org/auto/downloads/images/
    • Enabling Collaboration ●  ●  ●  Access Software and Documentation ●  http://automotivelinux.com/agldemonstrator Downloads ●  UI Framework ●  Hardware Image ●  VMWare Image Try it out in the Cloud ●  http:// ec2-54-226-30-234.compute-1.ama zonaws.com:8080
    • Ford Smart Device Link ●  ●  ●  ●  Integrated with AGL Software Stack Simple and easy to use API on Device and Headunit Sides GENIVI Middleware Open Source Project hosted by the Linux Foundation Downloadable complete software stack for developers to explore functionality
    • AGL Webinar Series ●  ●  ●  ●  AGL presents monthly webinars on topics related to open platforms, open source and Linux relevant for the automotive industry. The webinars are annouced on http://automotivelinux.com/webinars Webinar slides and recordings can be downloaded from that site too. Past Webinars –  Jaguar Land Rover's Experiences in Moving to Linux-Based IVI – Matt Jones, Jaguar Land Rover –  Leveraging the Tizen IVI Build Infrastructure – Mikko Ylinen and Ossama Othman, Intel –  Using Open Source Solutions for V2X – Konstantin Khait, Componentality –  Tizen IVI and an ARM Platform – Subham Sen, Samsung –  Ethernet AVB Stack Architecture – Dr. Gordon Bechtel, Symphony Teleca ●  Upcoming Webinars –  July 17, 2013: An Open Source RTOS for the Automotive Market – Paolo Gai, Evidence –  September 26, 2013: The Art of Making Clear Hands Free Calls – Stefan Balkowiec, Symphony Teleca
    • Automotive Linux Summit 2013 Fall Edinburgh International Conference Centre Edinburgh UK October 24 – 25, 2013 http://events.linuxfoundation.org/events/automotive-linux-summit-fall
    • We are bringing together the industry and raising the innovation bar!
    • Automotive Grade Linux Open for Business – Open for Collaboration http://automotive.linuxfoundation.org rudolf.streif@linuxfoundation.org
    • Thank You!
    • Why The Linux Foundation?
    • Linux Foundation Events are the Centerpiece of Linux Collaboration
    • The Linux Foundation Events is the Place for Industry Collaboration ●  ●  ●  ●  ●  Driver Backporting Green Linux Developer NDA Program Legal Defense Open Source as Prior Art ●  ●  ●  ●  IPv6 Workgroup HPC LTSI Kernel.org Staff ●  ●  ●  ●  End User Council Japan SI Forum Technical Advisory Board Developer Travel Fund
    • Training Courses from the Experts Ranging from Kernel Development to Legal Compliance Over 20 courses to choose from. Covering Linux Kernel, Embedded Linux, Yocto Project, Open Source Compliance, Android, and more. Corporate training delivered at your site by expert instructors, customized to your requirements.