Monetizing the
Connected Car through
Open Platforms
Driving the Automotive Software Revolution
through Open Innovation
Rud...
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 Middlew...
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 ...
ROI
Services
Applications

New Revenues

Revenues
Market Revenue

0

Costs

Internal
Development
Costs

Closed Model

Market R...
If you you are looking to
succeed in
connected ecosystems
you must master
open innovation, open
platforms and open source
...
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

Mar...
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 u...
Finding the Balance
Private Innovation
Innovation

Open Innovation

Advantages:
Full Control
Full Control
First-to-Market
...
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
...
Automotive Grade Linux (AGL)

Enable the Automotive Industry to successfully utilize
Linux and Open Source technologies fo...
AGL Member Companies
Developer Accessible Hardware
● 

● 

System with different CPU platforms and
automotive peripherals.
Affordable price poi...
AGL IVI Demo System
● 

● 

● 
● 

● 
● 
● 

AGL Collaboration of Feuerlabs, Jaguar
Land Rover, Symbio and Symphony Teleca...
AGL Reference IVI Stack
HTML5 GUI
HTML5 / Java Engine
Middleware
Tizen OS

Graphics
Framework

VM
Image
Complete
System Im...
Enabling Collaboration
● 

● 

● 

Access Software and Documentation
●  http://automotivelinux.com/agldemonstrator
Downloa...
Ford Smart Device Link
● 

● 

● 

● 

Integrated with AGL Software
Stack
Simple and easy to use API on
Device and Headuni...
AGL Webinar Series
● 

● 
● 
● 

AGL presents monthly webinars on topics related to open platforms, open
source and Linux ...
Automotive Linux Summit 2013 Fall

Edinburgh International Conference Centre
Edinburgh UK
October 24 – 25, 2013
http://eve...
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@li...
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
Develo...
Training Courses from the Experts
Ranging from Kernel Development to
Legal Compliance
Over 20 courses to choose from.

Cov...
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
Monetizing the Connected Car through Open platforms
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Monetizing the Connected Car through Open platforms

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By Rudolf J Streif, The Linux Foundation

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Monetizing the Connected Car through Open platforms

  1. 1. Monetizing the Connected Car through Open Platforms Driving the Automotive Software Revolution through Open Innovation Rudolf J Streif, The Linux Foundation
  2. 2. Impressions of the connected car...
  3. 3. Where is the value proposition?
  4. 4. If you want to succeed you must differentiate where it matters.
  5. 5. 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
  6. 6. Searching for the killer app... Killer App
  7. 7. 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... ● 
  8. 8. ROI
  9. 9. 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
  10. 10. If you you are looking to succeed in connected ecosystems you must master open innovation, open platforms and open source software.
  11. 11. The most successful companies are building their products and services on open platforms.
  12. 12. Wait a minute Apple???
  13. 13. 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
  14. 14. How can you successfully compete in this new landscape?
  15. 15. 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
  16. 16. 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
  17. 17. We need an Open Innovation Platform
  18. 18. 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
  19. 19. 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
  20. 20. AGL Member Companies
  21. 21. 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.
  22. 22. 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
  23. 23. 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/
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Automotive Linux Summit 2013 Fall Edinburgh International Conference Centre Edinburgh UK October 24 – 25, 2013 http://events.linuxfoundation.org/events/automotive-linux-summit-fall
  28. 28. We are bringing together the industry and raising the innovation bar!
  29. 29. Automotive Grade Linux Open for Business – Open for Collaboration http://automotive.linuxfoundation.org rudolf.streif@linuxfoundation.org
  30. 30. Thank You!
  31. 31. Why The Linux Foundation?
  32. 32. Linux Foundation Events are the Centerpiece of Linux Collaboration
  33. 33. 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
  34. 34. 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.
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