The document discusses future trends in automotive technology, including the growth of low-cost embedded navigation systems, open and connected cars, personalization, and proliferation of applications. It notes consumers want flexibility, services, community, customization, and high quality content. Future automotive interfaces will be influenced by consumer electronics and focus on easy to use, intuitive interfaces. Voice control is presented as an important interface technology due to its safety and natural interaction. The document reviews navigation trends and various automakers' human-machine interface strategies to meet these demands.

1. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Carla Beccari
Sales Manager AvMap s.r.l.

2. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Market trends in the automotive sector
What’s next
Personalization
Geo - advertising
Applications
proliferation
Embedded Low
Cost Navigation
Open and
Connected cars
Eco friendly driving
All these trends
influence the
evolution of the
infotainment and
navigation systems

3. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Growth of low cost
embedded navigation
% share by 2010
According current projections the low cost share in
total line-fit market will grow to >40% in 2010
0
500
1000
1500
2000
2500
3000
3500
4000
2007 2008 2009 2010 2011 2012
Total Line-fit
ULC / LC share
TREND:
Embedded Low
Cost Navigation
Source:
Navteq Research 2010

4. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Segments of low cost
navigation systems
Manufacturers take various approaches to achieve low cost
Fixed in-Dash
Systems
85%
Integrated
PNDs
1%
Mobile Phone
Based
1% (except TM)
Blackbox
Implementations
13%
Source:
Navteq Research 2010
Types of
Low Cost
navigation
systems
TREND:
Embedded Low
Cost Navigation

5. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
New automotive business model
 Connected services come with the car: basic services are subsidized and premium
services are opted-in and paid for
 The vehicle is differentiated by the branded user interface: the UI is easy to use
and attractive
 On-going opportunities to interact with the consumer: improved CRM with new on-
going revenue, possibly through new app stores which fuels innovation and/or
subsidized services
TREND:
Open and
Connected cars
TREND:
Personalization
TREND:
Applications
proliferation

6. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
The consumer in control
 Consumer electronics are influencing the automotive sector
 Consumers are expecting to find the same kind of user experience
HMI and innovations inside the car
 Consumers want to personalize their devices more and more
Consumer is in control of
What, Where and How
Device Centric
Proposition
Application Centric
Solutions
Consumer Centric
Solutions

7. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
CE MARKET IMPACTS
 PND and smartphone user experience is shaping
expectations
 OEMs are switching from Developing task-centric user
interfaces to user experience interfaces …..learning from
the CE industry players such as Apple.
 Defining the user experience for the car means including a
wide range of features and functions, encompassing safety,
infotainment, and now the use of devices outside the car
(remote control apps, for example).
 User interfaces are developing rapidly: State of the art
systems include input devices such as touch screens and
gesture, while advancement in output technologies such as
voice and display have ever-increasing performance

8. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Summing up,
Consumers are looking for
 Flexibility and services
 Community
 High quality contents
 Choice - Customization

9. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
How to bring all that into the car
Implementation options
Automotive Focused:
 Open platform
 Closed platform
CE Focused:
 Terminal mode
 Brought-in OEM apps

10. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Human Machine Interface
Why is so important and what do consumers need?
Consumers perspective
74.0% Easy to use / simple
12.3% Safety
5.5% Aesthetics/ attractiveness
2.7% Cost value
Source: Human-Machine
Interface Technologies
Report by Telematics Update

11. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
HMI is strategic for OEM
OEM perspective
Reasons for the importance of the user interface include:
 Safety (minimal distraction)
 Cost/value
 Customization
 Quality/value added
 Attractiveness

12. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
HMI is strategic
for OEM
The attractiveness is
associated with the
brand.
The user interface — is
attributed to an OEM and
becomes key to its brand.
The user interface is important
for:
 customer satisfaction,
 brand differentiation,
 and the safe introduction of
new connectivity features.

13. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
What features define a leading HMI?
1% Touchscreen
1% Inputs
3% Outputs
47% Simple / easy-to-use /
intuitive
3% Graphics
6% Safety
6% Display
7% Design / Innovation
9 % Voice
15% Controls
Source: Human-Machine
Interface Technologies
Report by Telematics Update

14. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
HMI: Voice Technology
Increasing amounts of functions and dynamic contents
increase the demand for user interface
Controls that are easier to use and
reduce driver distraction should be
preferred
Speech interaction is simple,
intuitive and above all
extremely natural
Providing a single user interface for all
available services will increase use of
remote services & revenues of
connected services
Speech interaction improves safety as it
significantly reduces driver distraction
compared to tactile controls, so the driver
can keeps his eyes on the road
ASR Automatic Speech Recognition is an enabling technology

15. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
HMI: Voice Technology
Example of services that can be enabled with Voice technology
E -Books reading
Traffic / weather info
Transactions
Controlling audio & entertainment by Voice
Local Search and More
Voice destination entry
Voice activated dialing
Email / SMS reading
Agenda / Calendar interface

16. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Bringing smart HMI to market
 OEM are getting more involved in the development process of user experience
interfaces and they need to get solutions to market in time and on budget
 It takes 3 to 4 years for new technology to make its way into new cars
and 12 years for the entire fleet to be outfitted
 Taking an after market approach by providing new cars with new features has a time-
to-market advantage: product releases in CE are much faster than product preleases in
Automotive
Semi-embedded solutions:

17. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
What are the Key OEM industry players’
HMI strategies?
 Ford: HMI strategy with SYNC
 VW / Audi: the leader in multimodal UI
 Honda: a leader in connected navigation
 BMW: a winner with iDrive
 Volvo: Leading with Safety
 Mercedes: an internet vision for infotainment and a leader in ADAS apps
 GM: simplicity and safety
 Toyota: Embracing the connected car
 Hyundai and Kia: Connected UIs for all
 Chrysler: Rethinking its connected car strategy
 Nissan: revisiting the SUV
 PSA Peugeot Citroën: integrating PNiD from AvMap that monitors iPhone, iPod, and
connects to the sound System of the Car

18. AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Consumer Electronics meets Auto
Mobile
device
control via
touch screen
In-Car Mobility
through
connected device
Can be used inside
and outside the
vehicle
Hand free
phone calls
Multimedia
functions
connected to car
sound system
Voice Guidance
through car audio
Consumer electronics influences customer expectations in automotive,
thus the integration of portable solutions, terminals or brought in applications
ensures newer HMI, faster time to market and more open and flexible platforms.
SAFETY
FLEXIBILITY
SERVICES
COMMUNITY
CUSTOMIZED
ATTRACTIVE
MORE VALUE FOR
MONEY