Export finland maas-intelligent vehicle and traffic kick-off

:
MaaS-Intelligent Vehicle and Traffic Kick-off on May 26th at 8.30 – 13.00
Finpro Auditorium, Porkkalankatu 1, Helsinki
AGENDA
Registration, coffee and networking 8:30
Welcome and agenda of the day 8:55
Team Finland
- Team Finland, Finpro and Growth Programs
(Hanna Marttinen-Deakins)
- MaaS – Intelligent Vehicle and Traffic Growth Program
(Mikko Koskue and Jouni Salonen)
Global business opportunities
- Opportunities in Intelligent Traffic and Connected Car in Korea
(Yoon-mee Kim)
- Connected Car opportunities in Italy
(Marjaana Karjalainen)
- Business cases from Germany and France
(Hanna Marttinen-Deakins)
SLUSH Hackathon for MaaS
(Petri Vilén)
Short Break 10:30
Workshops 10:45
- Companies' Needs and Wants –work in groups
Conclusions and Next Steps 11:45
- Comments, Conversation and Conclusions
Networking Lunch 12:30

Team Finland–Finpro–Growth Programs
Hanna Marttinen-Deakins
26.5.2015

29/05/2015 © Finpro4
Team Finland internationalisation
services
 Government-funded services that help Finnish
companies to succeed in international markets

Team Finland network includes
• Prime Minister’s Office
• Ministry of Employment and the Economy
• Ministry for Foreign Affairs
• Ministry for Transport and Communication
• Ministry of Education and Culture
• Finpro
• Tekes, The Finnish Funding Agency for Innovation
• Finnvera
• Finnfund, Finnish Fund for Industrial Cooperation
29.5.2015
• ELY Centres
• Finnpartnership
• Finnish Industry Investment
• VTT Technical Research Centre of
Finland
• Centres for economic development,
transport and the environment
• National culture and science institutes
• Finnish-Russian Chamber of
Commerce
• Finnish-Swedish Chamber of
Commerce
5

29/05/20156
What
opportunities
are there?
http://services.team.finland.fi

29/05/20157
We will help you plan your business internationalization or
get help with practical issues
Are we ready to
go international ?
The internationalisation test can identify in basic level
company´s strengths and needs for development
 https://oma.yrityssuomi.fi/en/kansainvalistymistesti
The business infrastructure analysis is to form
an overview of your company´s needs for development
 https://oma.yrityssuomi.fi/yrityksen-kehittamiskartoitus
What to do
next ?
Team Finland
Service Plan
Pre-internationalization evaluation
Sparring business ideas

29/05/2015
8 http://services.team.finland.fi
How can I
finance this?

29/05/20159
With
whom?

Focus activities of Growth Programs
Strengthening Marketing and Sales competencies
Co-operation and Networking
Identifying opportunities; clients, partners, markets
Impact through Marketing and Communication
10

Increased Business
to Participating
Companies

MaaS – Intelligent Vehicle and Traffic
Growth Program

Focus activities of Growth Program
•Training and strategy workshops in Finland/in target markets
•Coaching companies to conduct meetings with potential clients
and partners
•Based on end customer needs, looking for potential synergies
in offering and when necessary building up business consortia.
Strengthening Marketing
and Sales competencies
•Entering the target countries together
•Conducting activities together in Finland
•Utilizing innovative approaches such as Hackathons, Venture
Forums.
Co-operation and
Networking
•Identifying new potential markets and clients
•Increasing understanding of new markets, challenges that
potential clients have and their needs.
Identifying opportunities
•Conference presentations, Road Shows, Fact Finding tours,
Delegation trips, Media visits.
•Affecting decision makers at markets/ bringing them to Finland
and raising the awareness of Finnish offerings at target markets
with various marketing activities.
Impact and Marketing
13

MaaS – Intelligent Vehicle and Traffic
program content
5/29/2015 © Finpro14
International plan
and business models
Preparation Export
camp for target
market
Trade fairs,
Conferences,
Exhibitions
Minister delegations,
Fact findings trips,
Road shows
International
marketing, Sales,
Distribution
channels
Market study for
target market
Market study for
company group
Vehicle Traffic
MaaS

General notes on Export Camps
• Target group: SMEs that plan to expand or increase their business abroad
• Participation in the training camps is typically free of charge
• Duration of a single training day is 7 hours. Travelling time is not inluded
• 6 - 10 companies per Export Camp, 1-2 key persons per company
• 1 - 4 days per Export Camps
• Export Camp and be arranged if minimum of 6 companies have confirmed their
participation. In special cases module can be arranged for 4-5 companies.
5/29/2015 © Finpro15

Export Camp 1.1
Development of business model and internationalization plan
• Group training may include, for instance, the following elements:
– History and status of a company
– Reasons and visions of internationalization
– Company’s competitive advantages in international setup
– Selection of potential target countries and segments
– Company’s focus areas and painpoints in internationalization
– Development path and its funding
5/29/2015 © Finpro16

Export Camp 2.1
Development of International marketing, Sales, Distribution channels
• Focus in sales, marketing and supply chain
• Group training may include, for instance, the following entities:
– Planning the sales and marketing channels
– Customers needs and value proposition
– Branding and its development
– Partnerships and the selection of partners
– Leading marketing – and sales channels
5/29/2015 © Finpro17

Export Camp 3.1
Preparation Export camp for target market
• Preparations in Finland to participate Export Camp in a target country.
• Prepare to meet potential customers, investors and press of desired target
country
• Training could include, for instance, the following entities:
– Collect basic information on target market and business opportunities as
well as business culture, which affect puchasing decisions
– Sparring/discussing about company’s product/service offering, value
proposition and marketing messages and finetuning them for selected
target countries
– Training for Invest in Finland and venture capitalist events
• Content will be individually determined based on business area and company
grouping
5/29/2015 © Finpro18

MaaS Kick-Off Workshop, May 26, 2015
Opportunities in Connected
Car & Intelligent Traffic
in Korea
Yoon-mee Kim, Senior Advisor,
Finpro Korea / ym.kim@finpro.fi

5/29/2015 © Finpro21
Smart Car
ITS
Connected
Car
IoT
Autonomous Driving
MSIP :
• Embedded SW, SW Platform
• Open OS
• Computing
• Map
• Cloud
• Big Data
• Security
• Communications
• ICT-convergence related regulations
Car OEM, Telecom, Device Maker, OS
MOLIT:
• Road infra
• Roadside equipment
• Traffic management
services
• Driving/Road
related laws
MOTIE :
• Components
• Electric/Electronics Platform
& Controls
• Car-related laws
KEC, Police, Municipalities, Car OEM,
Telecom, Construction Companies
Car OEM, OS, Device Maker
Who owns what?
- Car OEM : Vehicle
- Telecom : Network
- KEC & authorties : Roads
Let’s put the Words into Perspectives
(Country specific)

Cross-Ministry National R&D Program for
Smart Car (Autonomous Driving)
5/29/2015 © Finpro22
MOTIE
• 300 million USD
investment into national
R&D for 7 years (until
2022)
• Selected 10 Core
Components : (1) Radar
sensor, (2) Video sensors,
(3) Personalization Module,
(4) Autonomous Driving
Record (ADR) , (5) V2X
Comm Module, (6) ADAS
Map, (7) Enhanced Hybrid
Positioning System, (8)
Smart Actuator, (9) HVI
Module, (10) Next
Generation IVN Domain
Control Unit
MSIP
• 42.5 million USD
investment into national
R&D focusing on Cloud-
based traffic services and
Center :
• Cloud Map,
• Driving Context
Awareness SW,
• Open OS Platform,
• V2X communication,
• Security
MOLIT
•2009~2017, 29 million USD
investment into R&D for “
Safety Evaluation Technologies
for Advanced Safety Vehicle”
•Deregulation to allow
autonomous driving test on the
road and installing autonomous
driving system in the vehicle.
•Support R&D and expand
relevant infrastructure.
•Work on insurance
•From 2017, LKAS and AEBS will
be included in the vehicle safety
evaluation. ESP will be
mandatory in vehicle weighing
over 4.5 tons.
•Test project of Autonomous
Driving during 2018
Pyeongchang Winter Olympics
& commercialization by 2020

What are we talking about?
5/29/2015 © Finpro23
Massive Connectivity
Processing
Complexity
Vice Chairman Lee, LG U+
5G Global Summit
Fast network
Accurate sensing
integrated with network
Artificial
intelligence
Cloud with fast
processing
Devices connected to
the cloud
• Improved Safety,
• Saved Time,
• Time Management,
Emotional Care

Car, another connected device with safety
5/29/2015 © Finpro24
 Infotainment synchronized
with smart phone
 Smart ADAS
 Augmented Reality HUD
LTE-based Smart Car
Service
“TiA” by LG U+
With Wolksvagen dealer in Korea
- OBU with LTE modem & sensors in the vehicle
 Send data collected from the vehicle
realtime to Smart phone on fuel
efficiency and usage, vehicle accident &
malfunctions, status of batteries and
other replaceable components, driving
hours and driving history, location, etc.
 Access to the invehicel blackbox via
smart phone over LTE
Car Maker vs Telco
SK
Telecom

Hyundai Group in the Automotive
Hyundai-KIA Motors plans to invest 27.1 billion USD in R&D by 2018
5/29/2015 © Finpro25
Hyundai/KIA
Motors
OAA member
Hyundai
Mobis
Tier 1
Modules
Hyundai
Autoever
Telematics,
Network,. IDC
Hyundai
Autron
Electronic
control and
SW
Mando
Tier 1
Radar sensor
system, break
Hyundai
Powertec
Components
for engine
and power
train
Hyundai
M& Soft
Map
Infotainme
nt &
Telematics
Hyundai
Kepico
ECU sensor
Hyundai
WIA
Components
(engine
transmission,
power train,)
ADAS-based
convergence,
V2V- V2I Comm
Hyundai
Steel
Hyundai
Globvis
logistics
Hyundai
Dymos
Components

R&D for MAP-enabled ADAS
5/29/2015 © Finpro26
Hyundai Motors : PM
Hyundai M&N Soft :
map DB building
Hyundai Mobis :
comm module for the
Cloud
Joint R&D in
Autonomous
Driving since
2013

LG Group in the Automotive
5/29/2015 © Finpro27
- EV Batteries : Global No.1 in mid-
large size 2ndary batteries
- ABS :High value-add synthesis
resin for automotive : Global
Nov.1
LG Chemicals
Supply to 20 Auto makers including
Hyundai/Kia, GM, Renault, Ford,
Shanghai Motors, etc.
TiA Service ; remote realtime
automotive diagnotics, driving
record, maintenance services
synchronized with mobile device
LG Innotek
LG Electronics
VC Company
Tier 1
OAA member
Key components for smart
vehicles (Tier 1)
- Supply to TaTa Motors, Wolksvagen
- Supply LTE communication module to GM
- Together with Benz, developed stereo camera
system that is a core component for ADAS
- Supply to Google battery pack for ADAS
LG Display
Display for Cluster
(instrument) and CID
(central information display)
Motor, sensor, camera
module, wireless comm
module, LED, etc.
LG U+
1.3 billion USD turnover in 2014
2 billion USD turnover in 2015

Facts about ITS Infrastructure in Korea
29/05/2015 © Finpro28
11,969 km of road (14%
penetration rate) is linked with
various ITS services
34 public organizations including
Ministry of Land, Transport, and
Maritime Affairs, Korea Expressway
Corporation, and National Police have
built and are operating traffic
information centers.
5,186 units of CCTV and 13,535 units
of vehicle detector installed on the
road are collecting traffic information
and monitoring traffic conditions
52 local governments have built Bus
Information Systems. 93% of buses of
Korea and 13% of bus stops nation wide
are linked to the BIS.
100% of expressway toll gates (316
toll gates with 793 lanes) is equipped
with high-speed electronic toll
collection system, “Hi-Pass”. 52% of
cars is installed with Hi-Pass terminal
in the car.
Over 100 traffic related application
services (road, bus, taxi, metro,
railroad etc.)

TESIV (Traffic Enforcement System Inspection Vehicle) in use
from 2015 in Seoul : sensing+video+mobile
5/29/2015 © Finpro29
Video data
Geometric sensor:
Linear & gradient
data
GPS data
Loop detector data
LED signage
(warning)
Power
input/output
Data
collection &
Analysis

C-ITS Core Services
5/29/2015 © Finpro30
Source : KEC, 2014

Mobility as a Service : O2O
“Connect Everything”
5/29/2015 © Finpro31
KaKaoTaxi
38 million KaKaoTalk user
Within 2 month from the
service launch, 1.1 million
app downloads, 70,000
taxies, 1 million Taxi Calls
T-Map Taxi
18 million T-
Map user
T-Money Taxi
6 million
Mobile T-
Money users
Customer
Location
info
Big Data
Customer’s
destination
info
Driver/Vehicl
e info & real-
time
availability to
customer
Payment
solutions Real-time Map,
Traffic & Navigation
Data
“Using realtime
traffic & map & Big
Data, Transport
and logistics are
the most
important O2O
Service”

National Computing & Information Agency :
Government’s Integrated Data Center
• NCIA recently made a “Big Data Analysis Team” provides Big Data analysis system to
the government for the policy making and problem solving.
5/29/2015 © Finpro32
NCIA Government
Public Data
Portal /
Government
data
Generation
Private Data
(SNS, Web,
Portal, etc.)
collection Storage &
Processing
Anlaysis
Transport
& logistics
Service
Development

Big Data in ITS
• KEC operates Expressway Public Data Portal as for traffic volume, speed & flow,
expected driving time, service stations and road conditions on the expressways
(http://data.ex.co.kr)
• MOLIT operates ITS National Traffic Information Center as for the traffic volume and
flow, CCTV video, construction and accident data on the national road.
(http://openapi.its.go.kr)
• Incheon Metropolitan City will build Big Data-based ITS between 2015 and 2016
– Phase I : Build Big Data platform analysis and analysis infra for the Big Data-based
traffic surveillance system / H1 2015 / 600,000USD
– Phase 2 : Build Smart traffic control service and intelligent parking guidance system
/ H2 2015 / 700,000 US
– Phase 3 : inter-city traffic network service system / 2016
5/29/2015 © Finpro33

Challenges for Korea = Opportunity for Finland
Korea is good in system development, but weak in core
components
• Expert engineer competent in processing big data based on
Autosar - HTML5 . Expert engineer competent in application
program using ARXML
• Sensing technology
• Unmanned maintenance and operation (Automation)
• Data analytics
• Components and solutions in Autonomous Driving (If USA is
100%, Korea is 85%)
• Map is the key to ADAS
5/29/2015 © Finpro34

CONNECTED CAR OPPORTUNITIES IN
ITALY
Marjaana Karjalainen
May 2015

CONNECTED CAR ECOSYSTEM IN ITALY
TELEMATIC
PLATFORMS,
TELEMATIC
SYSTEMS
TIERS 1
SUPPLIERS
OEMS
CONNECTIVITY
PROVIDERS
INSIDE THE CAR
AROUND THE CAR
WITH THE
ENVIROMENTS
WITH THE ROAD
CONNECTIVITY…
INFORMATION
ENTERTAINMENT
LOCATION
COMMUNICATION
SOCIAL MEDIA
INSURANCE
OEMS
APPLICATION
PROVIDERS
IT PROVIDERS
AND INTEGRATORS

FIAT-CHRYSLER AUTOMOBILE AT A GLANCE

“UCONNECT” INFOTAINMENT SYSTEM
ENTERTAINMENT
PHONE
NAVIGATIONECO-DRIVE
CONTROLS
System blends touchscreen, voice
and steering wheel controls,
delivering different kinds of
information and entertainment

FURTHER CONSIDERATIONS
•The solutions need to be scalable –
services that work only in one
country are not interesting
•Plain vanilla mobile applications are
NOT interesting
•The solutions that Fiat is hunting for
now will be implemented in the cars
that will be produced in 2017 – 2018
OPPORTUNITIES AT FIAT-CHRYSLER IN ITALY
Innovative services (e.g.
audio books, parking
solutions)
Smart navigation (cloud
connectivity)
End-to End telematics
service providers
Premium audio
optimization
Face recognizion, AR
Fiat is evaluating
new solutions
that ”can change
the world”
especially in
innovative
services
Opportunities exist also for any innovative
services and solutions

ITALIAN PLAYERS WILL MEET AT…
http://www.smartmobilityworld.net

Marjaana Karjalainen
Finpro representative for Italy
c/o Dreamex Consulting
marjaana.karjalainen@finpro.fi
+39 348 222 1847
Skype: marjaanakarjalainen

Business Cases from
Germany and France

5/29/2015 © Finpro45
Audi Electronics Venture is looking for
• Transforming unstructured information like car bus signals into
valuable event based information
• Building an abstraction layer between different content sources
• Automatic pattern detection in unstructured data
• Self-organizing & -optimizing storage and handling of big data in
order to reduce redundant information by taking shape and
topology of data into account

5/29/2015 © Finpro46
• Companies with an innovative technology, product or service that can
significantly advance or disrupt the automotive industry.
• Companies that want to demonstrate the value of their solution to the
automotive industry by integrating it first with a BMW Group car.
• Companies that aim to become a major player in the global automotive market.
Source: www.bmwstartupgarage.com

49
France: Ecomobility Ventures
 Are interested in meeting with innovative Finnish start-ups and growth companies in the
area of sustainable mobility and intelligent vehicles and traffic

Thank you
• Contact details for the opportunities:
Program Manager
jouni.salonen@finpro.fi
+358 50 572 0647
© Finpro5/29/201551

MaaS Workshop
Groups
Group Meeting room Facilitators
• 1- Yellow Tokyo Teuvo Heikkinen and Perry Le Dain
• 2- Red New York Hanna Marttinen-Deakins and Minna Juuti
• 3- Blue America Yoon-mee Kim and Sari Ojala
• 4- Green India Marjaana Karjalainen and Jouni Salonen
• 5- Black Auditorium Petri Tulensalo and Jukka Lintusaari
5/29/2015 © Finpro54

MaaS Workshop
Questions for discussion
Company Needs, wants, suggestions
1. Short introduction of participants (30 seconds each)
2. What are the pain points and challenges in your company´s internationalization?
3. How to improve the business? How can a Growth Program support your business in
international markets?
4. Target countries (prioritization) and Customers segments (automotive, traffic, end
customer…)
5. Events (trade fairs, conferences etc.)
• ITS World Congress Bordeaux 10/15
• Smart Mobility World Monza (Milano) 10/15
• Telematics Update Stuttgart 11/15
• MWC Mobile World Congress Barcelona 03/16
• Cebit Hannover 03/16
• Hannover Trade Fair 04/16
• Intertraffic Amsterdam 04/16
• Any other?
5/29/2015 © Finpro55

Possible marketing events
5/29/2015 © Finpro57
http://itsworldcongress.com/
http://www.gsma.com/events/mobile-world-congress
http://www.smartmobilityworld.net/en/
http://www.intertraffic.com/intertraffic-
amsterdam/Pages/default.aspx
http://www.itsa.org/events/range.listevents/-

Tentative MaaS-program schedule
5/29/2015 © Finpro58
Action May
2015
June
2015
July
2015
Aug
2015
Sept
2015
Oct
2015
Nov
2015
Dec
2015
Jan
2016
Feb
2016
Mar
2016
Competence mapping
International plan and
business models
International marketing,
sales, distribution
channels
Preparation Export camp
for target market
Trade fairs, conferences,
exhibitions
ITS World Congress
Bordeaux
Other Events ?

59
http://itsworldcongress.com/

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