- DAB is available on 90% of Ford's vehicle range and will be engineered into future product launches. - An aftermarket solution for upgrading vehicles with non-DAB radios to include DAB will be available from December 2012. - Ford is ready and waiting for the potential increase in customers that widespread DAB availability could provide.

19. Mainstream Automotive
Technologies
Quickclear Windscreen Auto Start-Stop Traffic Sign Recognition

20. 2003

21. DAB availability
Ford 50% 40% 10%
Industry 26% 26% 48%
0% 20% 40% 60% 80% 100%
DAB Standard DAB Option Not Available

22. Factory-fitted DAB
2008 2010 Ford C-MAX 2011 All-New Ford Focus
360,000 over the last 4 years

23. New car sales - UK
DAB
Q3 2012
560,000 NOT
AVAILABLE
STANDARD
OPTION

24. New car sales - Global
2m
12m
80m

25. DAB switchover?

26. Global Product Development Cycle
CONCEPT
4 YEARS PRODUCTION

27. Financial considerations
CONCEPT
4 YEARS PRODUCTION

28. Integrate - existing electrical
systems

29. Feature choices available on
Focus 1 Alarm Ford Eco Mode driver information system
Thatcham Category Trip Computer
Design Steel Wheels – 5 spoke Body-colour door handles 16” 5x2-spoke alloy wheels
Quickclear heated windscreen Front fog lights Leather-trimmed 4-spoke steering wheel
Chrome finish on upper door line Sports-style front seats Lumbar support on driver seat
17” 10x2-spoke alloy wheels Ford DAB Audio system with 3.5" dot-matrix display &
Bluetooth
Premium centre console with armrest Sports Alloy pedals Sports suspension Full body styling kit Rear
lights with LED technology Ford Power Starter button Heated door mirrors Body colour rear sports spoiler
Sony audio system with DAB Cruise control with speed limiter Auto headlights, rain sensitive
windscreen wipers and auto dimming rear view mirror Dual-zone Electronic Air Temperature Control (DEATC)
air conditioning LED interior ambient lighting High gloss black upper and lower grilles Chrome door
release lever Aluminium finish front scuff plates Footwell courtesy lights Rear seat folding armrest
Leather gearshift knob Electrically operated rear windows
Hill Start Assist Active Park Assist, including front and rear parking distance sensors
Bi-Xenon headlights Front LED day running lights Partial Leather trimmed seats with heated front seats
Power operated driver seat Power folding door mirrors Deflation Detection System (DDS)

30. DAB Opportunity
20%
of radio listening
on the road

31. Switchover to DAB

32. Promote the benefits of DAB
ESSENTIAL NICE TO HAVE
DAB RADIO

33. Dealer-fit DAB upgrade for used
cars
 Quality installation at an
affordable price
 ‘Black box’ solution fitted in
less than an hour
 650 Ford Authorised Repair
Centres
 2.3 million Ford customers for
DAB

34. DAB as standard
Ford B-MAX All-New Ford Kuga

35. Ford Sync
MyFordTouch

36. Summary
 DAB available on 90% of the Ford range
 DAB engineered into future product launches
 Aftermarket solution from December 2012
 We’re ready and waiting…

44. •
•
•
•

53. 20% 18%
15% 13%
11% 12%
10% 8%
7%
5% 3%
0%
Dec/Jan Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

77. We’re driving
professional
excellence.
Launch of ATA DAB
Radio Installation Technician
Sarah Sillars OBE FIMI
IMI Executive Chair

78. Consumer Impact
• Customers can buy a new vehicle
with DAB built-in as standard
• Will affect all other vehicle users:
• New audio unit
• Audio adaptor unit
• Customers need confidence:
• Quality of work
• Technician skills & competence

79. What is involved?
• More than replacing
your radio
• Remove & replace trim
• Antenna placement
• Install electrical
components
• Integration with vehicle
Need appropriately skilled
systems
automotive technicians to
complete the job

80. What does the consumer need to look for?
• Approved Installer
• Employing ATA Technician in Digital Audio Broadcasting
• Proven they are capable
• Professionally Registered - credible
• Adhere to a code of conduct providing consumer with
confidence
• ATA Technician in Digital Audio Broadcasting
• Developed with industry, for industry
• Specific to DAB Radio Installation
• Recognition of skills, knowledge and competence
• First Technicians achieved

81. Moving Forward
• With big numbers come big challenges
• 31.3 million in Vehicle Parc
• Consumers need to be confident in Technician
• ATA DAB provides proof of competency
• Assessment Centres
• Competent Technicians
• Consumer Awareness

82. Route for the Consumer
Consumer need Find an
for radio Approved
switchover Installer
ATA DAB Technician
Book
completes
Appointment
installation
Satisfied
Customer

83. ATA Digital Audio Broadcasting is now
open to all installers.
Speak to the IMI to find out more.

88. Digital Radio in the Aftermarket
Clive West, Digital Director, Halfords

90. 1.8million
wefits

91. ???%
23% Sales Growth
Of Total Sales

94. Discussion…
‘Converting the
vehicle parc’

99. DAB IN ASIA-PACIFIC
99

100. DAB WORLDWIDE
SOURCE: WWW:WORLDDAB.ORG
100

101. DAB IN EUROPE
SOURCE: WWW:WORLDDAB.ORG
101

104. Facts
 77,8 % of all Germans listen to
radio every day*
 Average listening while driving
31 min per day*.
 Time Spent Listening 240 minute
per day*.
© 2012 cepolina.com
*ma 2012 Radio II, older than 10 years
104

105. Facts
Digital Radio  One national multiplex and several
regional and local multiplexes.
 Joint committees between
broadcasters, manufacturers etc.
 Website: www.digitalradio.de
(available in English).
© 2012 digitalradio.de
105

106. Coverage
DAB+ total
 Reception area 79,23%
 Population coverage 87,78%
Status Mobile outdoor
30.11.2012 Portable indoor
© Bundesamt für Kartographie und Geodäsie,
Institut für Rundfunktechnik
106

107. Stations
 DAB+ total
 130 digital radio stations and 1
data channel
 In particular
 117 regional and local radio stations
 13 national stations and 1 data channel
107

108. Stations  90elf
Highlights
 Football radio station.
 Kiraka
 Station only for children.
 Deutschlandradio
 PAD and N-PAD.
 Media Broadcast
 Data channel with exclusive
content.
108

109. Marketing
 Coordination of all marketing activities
between ARD, Deutschlandradio und
DRD Digitalradio GmbH.
 3 sales people to support retailers.
 Marketing packages for retailers.
109

110. Challenges
 Euro-Chip.
 European regulation to foster Digital
Radio.
 Starting a second national multiplex.
 Securing the long term financing for
broadcasters.
110

111. Questions
Helmut G. Bauer
Digital Radio Analyst
Rechtsanwalt
Am Stachelshäuschen 3
D - 51107 Köln/Cologne
Tel: +49 221 98 62 18 6
Fax: +49 221 98 62 18 7
Mobile: +49 175 16 46 51 1
E-Mail: hgb@hgb.fm
Skype: helmutg.bauer
111

114. Garmin
The Global Leader in Personal Navigation Devices
• Worldwide company:
– Over 9,300 associates
– Nearly16 million units in 2011
– Expected 2012 revenue $2.8B
• Strategic emphasis on:
– Market segmentation
– Vertical integration

115. First sat-nav with DAB/TPEG Traffic
dezl - 7” Commercial truck sat-nav
Smartphone
Link
DAB

116. Strong consumer demand for traffic
information:
– 90% Germans use traffic
information* 100%
90%
– 80% UK customers would 80%
purchase new Digital 70%
Traffic Service**
60%
50%
40%
30%
Traffic is a ‘Killer App’ 20%
10%
for sat-navs. 0%
...Other services Germany UK
*Source: GfK, 12 months to August
**Source: Garmin survey, September 2013

117. What can Digital do that analogue
can’t?
1. Exact, pinpointed traffic information
2. Show all traffic reports Analogue Digital
3. Faster updates 300 traffic messages 3000 traffic messages
4. The right model:
Quality Traffic - Lifetime FREE of SUBSCRIPTION

118. Digital is the future for traffic
...We still need better DAB signal strength & coverage

120. Radio in-car is stronger than ever
100
90
% of adults listening to
80
70
60
radio
50
40
30
20
10
0
Q1 Q1 Q1 Q1 Q1 Q2 Q3 Q4 Q1 Q2
2004 2006 2008 2010 2011 2011 2011 2011 2012 2012
RAJAR, 3 months, 15+

121. Connected car – opportunity & threat
Source:: SBD consulting

122. Fast forward to driverless cars

123. Apps are key for smartphones
• 54% of adults (12.8m) own a
smartphone
• 82% of these downloaded at
least one app
• 35% downloaded a radio app
Source: MIDAS November 2011
Base: All Respondents
Nov 2011: Unwed Base = 1,614, Wgt Base = 23,410

124. Radio apps are heavily used
How often do you use the radio apps on your phone?
% of mobile phone users who have downloaded a radio app
45
21
14 13
At least once a week About once a month Less often Never
Source: MIDAS November 2011
Base: All smart phone owners who have downloaded a radio app
Nov 2011 15+: Unwed Base = 312, Wgt Base = 4,483
Nov 2011 15-34: Unwed Base = 113, Wgt Base = 2,934 124

125. Options for apps in-car
• Simple playout
• Tethered
• Embedded

126. Significant Barriers
1. No common standard for tethered/embedded apps
2. 3G/4G coverage and costs
3. Business models (people want it free)
4. Ease of use and safety

127. Next Steps
1. Standardise technology for integrating apps
and adapt them for in-car
2. Build UK Radioplayer as the must-have
radio aggregator for the UK
3. Build hybrid FM/DAB/IP services in-car

135. Station
Apps