1. 2011 Consumer Electronics Show Insights

3. CEA represents more than 2,000 corporate members involved in the design, development, manufacturing, distribution and integration of consumer electronics products.

4. CEA provides industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.

5. More than 120,000 people attended the show2

7. Portable devices are predicted to have 1 terabyte of memory in the next 3-5 years

8. Extensive partnering to design and deliver functions/features

9. Multiple partners for both development and delivery to the market

10. Ford had 10+ (30?) partners to develop Sync – another 10 plus to deliver and service (Best Buy does Sync servicing)

11. Integration being done both at the OEM and with partners

12. Significant capability for systems and feature design

13. Linux vs Microsoft – no clear direction right now

14. Multiple vendors developing “auto” layers/functionality

15. Trend to hardware platforms that are flexible – not tied to a specific machine/model and functionality

16. Extensive sharing and demonstration of developmental projects3

18. Focus on keeping the driver focused on the road

19. Eliminating the need to view the controls

20. Seamless connection between portable devices and the machine

21. Both ways – control/view the vehicle infotainment from the portable device to the machine and vice versa (example; Ipad with docking was used as a display with an application to run car ‘house controls’ on the can,, wirelessly)

22. The apps on auto displays are moving to a thin-client model where most of the data resides in the cloud4

24. Ford (Sync Systems); Major player (Keynote; 2011/2012 products)

25. Audi (Voice free / non touch Control Systems, heads up display)

26. Hyundai (User Interface variations / Blue Link - OnStar Copy)

27. GM (universal OnStar; China ‘segway style’ car); Panel: Connect 2 Car

28. Toyota had a very limited presence

29. Significant sharing of future technology and features

30. Significant presence of suppliers from China and Korea

31. Some visibility of India suppliers

32. All major Automotive aftermarket ‘head unit’ manufacturers were present with next generation head-units

33. Focused on iphone, BlackBerry, and Android control (phone and music) and limited application integration (Pandora etc.) Integration of smart phones and their applications will continue.5

35. OEM owned path for moving machine diagnostic related data

36. Supporting customer owned device connection for other types of data that consumer desires

37. Voice recognition in a restricted context/vocabulary has become very reliable

38. Acura/Honda has an implementation of IBM’s voice recognition technology while Ford/Fiat/Hyundai has utilized Microsoft’s Speech recognition technology – both implementations are very usable

39. While voice recognition work is a clear focus going forward, 80-90% accuracy is current state. (continuous speech recognition has room for improvement)6

40. Worksite Electronic System 7 Machine Electronic System Roles Operate the machine (Actuator) Collect data (data node) Access information (portal)

41. Technology/Component Map Draft TBD Partner Machine Electronic System Roles Operate the machine (Actuator) Collect data (data node) Access information (portal) Deere Shared Telematics - Modem Integration Telematics - Carrier Data Storage & Mgmt System Design DLNA Communications Radio Processor/ Server Operating System Entertainment Radio Internet HUD Displays Deere Core Technologies (Differentiating) Controls Wireless Comm Bluetooth/Wifi HMI/UI Onboard communications Sensor - 1 Machine Apps GUI Architecture IMS Sensor - 2 GPS Receiver Text to Speech Sensor - N PerformanceManagement GPS Correction Voice Recognition Camera/ Video Vision

43. Alignment of responsibilities

44. Develop future technology roadmap

45. What can be delivered by FT4? And before?

46. Working with supply management to identify potential partners to ensure we have the latest capabilities

47. Conti, Visteon, Johnson Controls, Microsoft, etc.

48. Visibility and access to second and third tier suppliers

49. Developing GSx and GSi to provide a flexible, upgradeable, and replaceable (FUR) system to ensure machine hardware is capable and relevant

50. Engage Strategic Marketing to define the customer requirements

51. “Equal to Auto” or feature by feature

52. Meeting with Ford and Paccar to understand the role/relationship with Microsoft9

53. Displays 10