This white paper proposes an "Infotainment Evangelism Concept" to help accelerate the in-vehicle infotainment market. It involves identifying strengths across regions, engaging all stakeholders, and providing a comprehensive solution to address automakers' needs. A new "evangelist" role would work across North America, Europe, and Asia to promote common strategies, demonstrate solutions, and help align the industry around open standards. The goal is to help major technology companies drive standards adoption and attract automakers seeking more affordable and customizable infotainment options.

1. White Paper
Infotainment Evangelism Concept©
Joel Andrew Hoffmann
Principal Consultant
Hoffmann Group Consulting
(248) 504-9941
JAHoffmann@mac.com
April 21, 2008
Rev 1.2

2. WHITE PAPER: INFOTAINMENT EVANGELISM CONCEPT©
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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
Background
In-vehicle infotainment that is well connected,
blending embedded and vehicle-independent
services and content, with bidirectional
communication capabilities to the outside world,
does not exist today.
A range of nomadic
device services and
proprietary
embedded vehicle
system can currently
be found in some
locations. Yet, these
discrete services are
not operating within a
comprehensive
customer-defined
environment despite
industry market
opportunity size ABI
Research estimates
of $31B by 2012.
In today’s conditions,
too much time and
energy is spent trying
to aggregate data from disparate systems, yielding
systems that are still more data poor than data rich.
Global automakers have come to realize that
customers desire connectivity to content and
services that are not possible to achieve with
existing business models and embedded systems.
In addition, automakers do not have the expertise,
knowledge or business structure to provide the
hardware, applications, data or communications
conduits to support the breadth of needs.
Aftermarket devices have generated tremendous
costs with regard to warranty and repair issues,
liability, and systems integration within the vehicle
electrical/electronics
architecture. On the
other hand,
aftermarket devices
offer the “quick to
market” features
that can be used to
revive business
conditions that exist
in many markets,
and bring features
such as digital
music player and
phone integration at
the pace of
consumer
electronics
innovation.
This digital lifestyle
development is
evident by the
expanding yearly sales of Personal Navigation
Devices (PNDs), which reached over 23M+ units in
2007. Even though sales are increasing, heavy
competition and retail discounting are eroding
profits and challenging this industry. Competing
technologies and platforms for navigation devices
include Ultra Mobile PCs (UMPC), Mobile Internet

3. WHITE PAPER: INFOTAINMENT EVANGELISM CONCEPT©
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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
Devices (MID), smartphones and handsets.
Recently, Intel has taken an aggressive position to
make low cost, small form factor devices, called
Netbooks, appear in the 10s of millions of units. All
of these device types have a home in the 250M
automobiles and light trucks in the US alone. They
all play a role in the automotive infotainment and
transportation application environment.
If standard platforms are available to build upon,
warranty and repair issues could be resolved more
quickly to reduce risks. Navigation products
continue to grow as the most recognizable benefit
to most drivers. According to Technology Research
Group (TRG), projections into 2015 indicate sales
increases to over 60M units for portable versions.
Convergence with OEM platforms is already
underway. In North America, where the competition
from low cost in-dash systems and mobile phone
navigation services is higher, PND shipments will
grow from 2.8 million units in 2006 to 22 million
units in 2012, yielding a compound annual growth
rate of almost 20 percent.
PNDs will however face intense competition from
handset-based navigation applications and voice
services. Next generation advanced features such
as traffic information and local search are interactive
and require real-time communication.
On the wireless networking side, innovations and
competition for bandwidth/spectrum have made it
possible for customers to access data connectivity
at substantially lower prices than prior to Intel’s
Centrino hotspot acceleration program. In effect,
these low cost developments and availability of
aftermarket products have greatly expanded the
market potential for all types of communication
devices. The infrastructure provider will need to offer
an entry level of connectivity, likely using a low cost
technology such as WiMAX®
.
Many automakers have begun formally addressing
these needs under parallel programs such as the VII
Consortiums DSRC evaluation activity as well as
emerging digital city deployments. Internally, every
major automaker is exploring how to deliver
customer desired content and services to the
vehicle through all available communication
protocols (Cellular, Satellite, WiFi/WiMAX, DSRC).
Although every automaker would like to provide
content and services, they incur huge risks being
first to market if other automakers do not
participate. This creates the dichotomy of creating
confidential efforts that need common solutions to
succeed in the market.
Current Situation
Infotainment systems are generally classified as
Embedded (below the dash) or Non-Embedded
(nomadic devices), and then each of these are
subcategorized as Monitored (connecting to outside
services), versus Non-Monitored (CD or hard
memory based). Since automakers historically
engaged tier 1 suppliers to develop, integrate and
deliver components, the value chain was
straightforward and controlled. With the need to
provide a means for customers to communicate
externally to the vehicle for information and
entertainment systems, automakers now must

4. WHITE PAPER: INFOTAINMENT EVANGELISM CONCEPT©
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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
become familiar with all of the stakeholder domains
that impact this larger ecosystem.
The motivators for automaker adoption of any in-
vehicle system are:
1. Features
2. Availability
3. Affordability
4. Reliability
In order for a non-traditional participant in the
automotive environment to introduce products
and/or services in a
manner that addresses
all of the automakers
motivators, there must
be a complete solution
offered. However, in
order to capitalize on
this potential, a strong
partnership between
key providers —
devices, infrastructure, and applications — will be
essential to the acceptance of telematics services
on a broad scale. The solution does not need to
have incorporated all the external stakeholders in
the proposed solution, but rather they must be seen
as available, ubiquitous and compatible.
Consensual alignment must be developed and
implemented cooperatively by the key providers to
distribute the cost of developing and marketing
these innovative connected services. The results will
provide the framework for a newly enabled and
ever-expanding connected device industry. As
consumer and business awareness grows, more
services can be offered at prices acceptable to the
market.
A New Role
Aside from the development of product and
services, the traditional aspects of market targeting
and sales are largely filled by existing functions
within most companies. Data exists and can be
mined to identify the market potential for devices
and services. With the
introduction of new devices
that combine elements of
discrete subsystems, market-
targeting efforts will
necessarily become more
complex. In addition, the sales
efforts now in place must
evolve to include a
demonstration of how all the
needed elements of the
ecosystem are or can be put in place to deliver a
more sophisticated capability.
Central to making this expanded environment
understood and meaningful for the whole
community is the definition and chartering of new
resources to evangelize this potential. North
America, Europe and Asia have substantial
differences in the perception and use of in-vehicle
and nomadic technology. In addition, automakers
have customer demographics that differ by region.
Competitors do not necessarily view introductions
of technologies and services in one region as
market leading advances, nor does it engender

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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
customer acceptance in another region. However,
there are common elements worth advancing and
showcasing across all regions. In addition, there is a
need to address
common functional
needs for content,
provisioning and
mobile-user
adoption.
The “evangelist” role
is well understood
in high technology
areas for consumer
electronics. To
differentiate, the evangelist role in the mobile device
environment is not only to introduce the automakers
and tier suppliers to the capabilities of a new device,
but also engage all the other stakeholders who
would need to participate to meet the adoption
motivators mentioned above. This means that the
evangelism role would need to align all the dominant
players in the vertical market to agree upon a
means of delivering ubiquitous capability and
coverage in each region.
Asia, especially Japan, leads all other regions in
terms of introducing embedded in-vehicle systems.
However, these systems are rarely exported. Most
of the suppliers for the devices being used today
and in the future are build in Asia, so a special
emphasis is needed to support this key element of
the ecosystem. Europe, particularly Germany, has
led the deployment of services and personal
navigation focused devices, although with a cost
penalty which other regions would not accept.
North America leads in the development of safety
and common servicing, while being slowest to
adopt new technology.
For these reasons,
the evangelistic
strategy would
need to focus on
three key elements:
identify, engage and
develop.
A tactical process
would be followed:
1. Identify the strengths and transportability of
each regional success
2. Determine what has or does not have universal
value in the infotainment space
3. Engage all the stakeholders that are needed to
ensure success (content providers, application
developers, communication conduits, etc.)
4. Engage each member of the expanded value
chain to leverage support
5. Provide a comprehensive solution catalog for
the automakers, dealers and end users that
engenders their ownership of the solution to be
deployed
6. Align resources to each region to provide
localized support for sales opportunities
7. Promote regional proof point development while
maintaining focus on common strategy between
regions to build on volume capabilities

6. WHITE PAPER: INFOTAINMENT EVANGELISM CONCEPT©
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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
Transportation Convergence
For the past five years, the United States
Department of Transportation (USDOT) has planned
and funded the pre-development of a national
Vehicle Infrastructure Integration (VII) network. VII is
envisioned as a national communications
infrastructure covering all major roadways, with
250,000 hotspots and 15 million new vehicles per
year equipped with VII technology.
Recognizing the business realities of provisioning a
major national network, the USDOT implementation
efforts have recently focused on incorporating
technologies developed in the commercial market,
such as the large install base of PNDs.
While the roadside infrastructure is mostly a public
sector activity the commercial side deployment in
the vehicle depends on certain market dynamics.
These dynamics are finally coming together in a
dramatic market acceleration driven by consumer
electronics and automobile innovations.
In 2008, sales of electronic equipment and
accessories for cars is expected to top $12 billion,
double the level from five years earlier, according to
the Consumer Electronics Association.
Commercial Opportunity
In order to accelerate the In-Vehicle Infotainment
marketplace, leading technology companies such
as Intel, Adobe, Sprint and Google need to drive a
standard across device makers, automakers, and
software application suppliers. Recognizing the
pace of automotive development for embedded
systems, this process needs to start immediately
without expectation of generating revenue for 2-3
years. Once the pipeline of embedded technology
fills the supply chain, open, standards-based
providers will compete for business in each vehicle
model year thereafter. This will attract automakers
that are currently constrained by proprietary
systems and legacy supplier controlled costs.
In the meantime, demand for consumer electronics
products such as MIDs and UMPCs will draw
automakers into specifying corresponding gateways
and interfaces to the vehicle bus as represented by
the Ford Sync™
offering. These solutions will pull
standard Internet applications, associated industry
hardware and connectivity into the car indirectly.
Performance demanding applications such as
natural speech recognition, on-demand rear seat
video, and advanced multiplayer gaming will be
activated by the Internet-connected attributes of
millions of new users traveling in their cars.
A major concern of electronic device use in vehicles
surrounds driver distraction during device
manipulation. Meanwhile, sophisticated natural
language applications are already available on
industry standard PCs — adaptable to the vehicle if
industry standard platforms are provided.
New capabilities such as driver commanded: “Play
the song (hums a few verses)” will require complex
audio pattern matching, massive cloud computing
services and sophisticated in-vehicle audio noise
cancellation processing.

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The material contained herein is for the individual use of the purchasing Licensee and may not be distributed to any other person or
entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without
the express written permission of Licensor. Special thanks to Scott McCormick for expert research services.
Hoffmann Group Consulting
Integrated voice commands such as: “lower
temperature for driver only” could improve driver
focus by voice-enabling all sorts of manual controls.
In support of emerging government fuel economy
mandates an open architecture embedded device
could analyze real-time 3D road mapping data,
precise location identification and surrounding
probe-based weather information. This enables
advanced hybrid and electric vehicles to be
continuously adjusted for optimal performance and
efficiency.
Safety aware
applications such
as roadside and
vehicle-to-vehicle
interaction will be
supported by state and
federal transportation
departments that
desire access to the
information base of driver patterns and highway
safety. This adjunct revenue stream justifies the
longer investment by service providers toward fully
embedded solutions developed on the open
platform.
Corporate Evangelism
The formation of an Excellence Center provides a
mixing bowl to consolidate market information,
target high probability customers, and bring to bear
all the other participants material to that customer.
Deploying this effort in North America, Europe and
Asia provides a visible anchor and positions one as
both thought leader and desirable partner.
The diverse stakeholder sectors of communications,
content and product integration will require
engaging all three geographies in terms of
presentations at conferences, workshops and
exhibitions, contacting and aligning stakeholders to
the market plan, and coordinating with the market
targeting and sales functions.
While initially used to coalesce and capture the
immediate markets for in-vehicle nomadic devices,
this function would
need to address the
embedded markets
concurrently. This
balanced approach will
help maintain
support of the
long-term effort by
measuring near-
term associated project design wins as well.
The evangelism strategy adds significant scale, yet
requires minimal investment to catalyze the efforts
across five key verticals: PNDs, mobile phones,
Internet services, Intelligent Transportation Logistics
and ultimately Automotive — where the maximum
impact will finally be felt.
Industry participants that employ the evangelism
strategy will benefit themselves and capture a share
of the revenue, but more importantly, will advance
the whole industry for long-term gains. The leader
will not only define the standard, but also capture
the majority of the $31B in projected revenue.