Today, Red Bend is the recognized market leader in updating and managing mobile software over the air. In fact we have the distinction of being in the top 5% of mobile software shipments globally. According to the analyst firm VisionMobile, of the roughly 300 companies that develop embedded software for mobile phones, we are amongthe few companies that have deployed its software products in more than 1 Billion handsets (others include the Myriad Group’s browser and messaging client, Nuance’s T9 dictionary and three operating systems: Nokia’s S40, ENEA’s OSE and Mentor Graphic’s Nucleus RTOS), and we did this in just 5 years. To put that in perspective, it took McDonalds Corporation 7 years to sell one billion hamburgers. Red Bend has 80% share of FOTA-enabled mobile phones, according to market research firm Ovum. Our customers have made our software a standard feature on more than 1300 different device models, and not just mobile phones, but also tablets, PC cards, modems, automotive and machine-to-machine (M2M) wireless modules. As you know, there are more wirelessly connected devices than ever, and operators want to manage all devices in a unified and standards-based manner.http://www.redbend.com/index.php?option=com_releases&view=article&id=1216&Itemid=73&lang=en
The acceleration of the connection between automotive and mobile which some of the analyst calls mobility is increasing , even in events which usually was focused on mobile like Mobile World Congress becoming a place where automotive executive are coming to discuss about this convergence. As you can see this only few example from this year for example : AT&T and GM announce about 4G connectivity the same like sprint and Chrysler , T-Mobile and Audi and BMW and VF but this collaboration is not only about connectivity but also about development of new direction like the autonomous car by Nokia and Mercedes and also by Cisco and Continental.
connectivity is already here as we can see by Machine Research in this graph there will be about 200 million connection by the end of this year and this number will increase significantly by 2022 to about 1.8 billion, this number includes also aftermarket devices in addition to embedded connectivity.Also the amount of associated revenue will increases dramatically which mean a new opportunities for OEM and T1.
Connectivity brings new business opportunities to the automotive value-chain , things that were not possible before are now reality.Consumer Relationship – the OEM can now connect directly with the customer without the need of the dealer as the proxy and perform software updatesCustomer Experience – the connectivity enables the customers to get much better user experience in the car , in my rented car which is a normal mid-range , I already have ability to know on-line the weather and traffic issues, this improve dramatically my user experience and make it more and more similar to what I have in my smartphone Business model - The deal between GM and AT&T regarding 4G connectivity inside GM cars reveals some of these opportunities for car manufacturers to capture a portion of the data bill and ongoing services revenue. Environmental Impact - One of the key components that will determine the success of electric vehicles (EVs) and hybrid cars is the ability to manage the car’s power resources, with the connectivity consumers can plan the optimum route and update the driver about charging stationsRegulation and safety – the connected car increases the safety and in the future it will be the cornerstone for the autonomous driving Resource utilization – the ability to perform some of the activities that until now were done manually to an automatic process Cisco did a research on that and find out that by connecting the car there is 1400$ benefits per car per year , its divided between the user like lower insurance, society with fewer crashes , service provider and OEM
But this opportunities are not coming free , there are few challenges that associated with that Car Complexity – new features like self parking, adaptive cruse control , radar and ultimately autonomous car increases the car complexity mainly by adding more line of codes CE Cycle – the cycle of CE devices is between 12-18 months where in cars is much longer lets for example take the new iphone 5S which came exactly one year after the iphone 5 , and iphone 5 was already the sixth generation from the first iphone that was introduced in mid 2007. Need to make it closerIP Contamination – when working with open source there is always a chance of unwanted usage of open source in proprietary software modules or this component don’t have the right license , can cause big legal issue Ensuring safety – the connection to the cloud open the car to virus and malware Rising expectations – the new buyer generation what the analyst calls the Y generation are coming with a new buying approach , its not like me that car is a passion they are very practical and looking mainly for MPG and continue their digital lifestyle also in the car
In place update both images and file systemDeal with memory and network constrain
Any time you talk about ECU updating now it should always be about Fuse. So on this slide talk about our partnership with Vector and describe the challenges of ECU updating.Inorder to get to the whole car electrical systems and not only for infotainment and telematics we partner with Vector and integrated our UA with vectore flash bootloader. This enable OEM to update ECU either in the production line or OTA . In the demo that we showed in Detroit Telematics we achieved 97% reduction in the file size and more than 50% reduction in the update time.During this process with Vector we also understood that there are many ECU that because of low memory resources cant accommodate dour standard update installer and for that we came with our new installer which we announce this week Fuse.
Then here explain our solution and how it works. So I changed the title of the slide.Fuse is a new offering in the vRapid Mobile product suite to specifically manage Firmware Updating of Small Electronics Overcomes traditional, manual software updating methods that are time-consuming, error prone and expensiveRed Bend’s innovative and patented vRapid Mobile Fuse is faster, less expensive and more reliable by: Using a new small update installer that requires as little as 7KB of working memoryDividing the update package into small, streamable segments capable of distribution over networks with extremely limited bandwidthSimultaneously performing updates as the streamed segments are received in the device, requiring fewer system resources to store an update packageI encourage you to see this demo
I hope you enjoyed the presentation and again I am encouraged you to see the demos and the partners exhibitions
Megatrends 2013: Manage the AcceleratingAmount of Software in Cars