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November. 13, 2013

Yoram Berholtz
Director of Market Adoption

Manage the Accelerating
Amount of Software in Cars

© 2013 Red Bend Software - Confidential
Red Bend Software, the Leader in Mobile
Software Management

1,300+ models

1.75 billion devices

© 2013 Red Bend Software - Confidential

2
Mobile and Automotive Convergence

© 2013 Red Bend Software - Confidential

3
The Connected Car Market Potential

© 2013 Red Bend Software - Confidential

4
New Business Opportunities
 Consumer Relationships
 Customer Experience
 Business Models
 Environmental Impact
 Regulation and Safety

 Resource Utilization

$300 benefit for OEMs:
Lower service and warranty costs
New profit pools Architectural savings
Source: Cisco

© 2013 Red Bend Software - Confidential

5
Cost & Management Challenges
 Increasing complexity

 Rapid CE cycle
 IP contamination risk
 Ensuring safety
 Rising expectations
Source: U.S. DOT

© 2013 Red Bend Software - Confidential

6
What is FOTA – Firmware Update Solution
Generates Firmware Update
Package

Performs Device Update
OTA
Delivery

Source
Image

Update
Package

Generated
Target
Image

Target
Image

vRapid Mobile Update
Generator extracts only
the essential differences
between versions

Software Management
Center is used to plan,
run, optimize and monitor
the update campaign

© 2013 Red Bend Software - Confidential

vRapid Mobile Update
Installer applies the new file
to the existing software
image on the device to
create an updated version

7
Key FOTA Requirements
Low cost of
bandwidth

Manageable,
Predictable,
Repeatable

Successful
FOTA
Solution

100%
Reliability

Small SW
Footprint

Optimal user
experience

Over-the-air update is the best approach to get the highest adoption
© 2013 Red Bend Software - Confidential

8
What is Software Management

V1 V1
V2 V1
V2 V2

Service Provider

1

2

3

4

Eachupdate is performedis sent the required
The Bend’s in each car on the device with
Red device Software Management Center
Delta the firmware device available
identifiesupdate file. Thecars to analyze the
contactsnew deployed versionsbecomes to
100% reliability
aware that an updatedeployed devices inand
send to the remotely use is downloaded the
firmware versions in file in the IVI or ECUs
available
cars
© 2013 Red Bend Software - Confidential

9
Manage the Connected Car
Automotive End Point

Automotive
Service Provider
Firmware

-

=

ECU

Applications

Manage

© 2013 Red Bend Software - Confidential

CAN BUS

Wireless Network

Head
Unit

ECU
ECU

10
FOTA for ECUs

© 2012 Red Bend Software - Confidential

11
How ECU Updating Works

1
23

4

1

2

3

4

CAN

Head Unit

© 2013 Red Bend Software - Confidential

ECU

12
In Conclusion
 FOTA enables the car value-chain to
improve customer service, increase
revenue and improve profitability through
over-the-air SW updates of infotainment
telematics boxes and ECUs

Krishna Jayaraman,
Industry Analyst, Frost
& Sullivan ”The stage
has clearly been set for
shifting all such update
activities to either the
customer's smartphone
or an embedded
modem in the car via
FOTA solutions”

Roger Lanctot, associate director of the global automotive practice at
Strategy Analytics. “Solutions like Red Bend’s new vRapid Mobile Fuse can
eliminate a manufacturer’s dependency on dealers to perform routine
software maintenance, and ultimately save manufacturers and consumers
both time and money.”

© 2013 Red Bend Software - Confidential

13
© 2013 Red Bend Software - Confidential

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Megatrends 2013: Manage the Accelerating Amount of Software in Cars

  • 1. November. 13, 2013 Yoram Berholtz Director of Market Adoption Manage the Accelerating Amount of Software in Cars © 2013 Red Bend Software - Confidential
  • 2. Red Bend Software, the Leader in Mobile Software Management 1,300+ models 1.75 billion devices © 2013 Red Bend Software - Confidential 2
  • 3. Mobile and Automotive Convergence © 2013 Red Bend Software - Confidential 3
  • 4. The Connected Car Market Potential © 2013 Red Bend Software - Confidential 4
  • 5. New Business Opportunities  Consumer Relationships  Customer Experience  Business Models  Environmental Impact  Regulation and Safety  Resource Utilization $300 benefit for OEMs: Lower service and warranty costs New profit pools Architectural savings Source: Cisco © 2013 Red Bend Software - Confidential 5
  • 6. Cost & Management Challenges  Increasing complexity  Rapid CE cycle  IP contamination risk  Ensuring safety  Rising expectations Source: U.S. DOT © 2013 Red Bend Software - Confidential 6
  • 7. What is FOTA – Firmware Update Solution Generates Firmware Update Package Performs Device Update OTA Delivery Source Image Update Package Generated Target Image Target Image vRapid Mobile Update Generator extracts only the essential differences between versions Software Management Center is used to plan, run, optimize and monitor the update campaign © 2013 Red Bend Software - Confidential vRapid Mobile Update Installer applies the new file to the existing software image on the device to create an updated version 7
  • 8. Key FOTA Requirements Low cost of bandwidth Manageable, Predictable, Repeatable Successful FOTA Solution 100% Reliability Small SW Footprint Optimal user experience Over-the-air update is the best approach to get the highest adoption © 2013 Red Bend Software - Confidential 8
  • 9. What is Software Management V1 V1 V2 V1 V2 V2 Service Provider 1 2 3 4 Eachupdate is performedis sent the required The Bend’s in each car on the device with Red device Software Management Center Delta the firmware device available identifiesupdate file. Thecars to analyze the contactsnew deployed versionsbecomes to 100% reliability aware that an updatedeployed devices inand send to the remotely use is downloaded the firmware versions in file in the IVI or ECUs available cars © 2013 Red Bend Software - Confidential 9
  • 10. Manage the Connected Car Automotive End Point Automotive Service Provider Firmware - = ECU Applications Manage © 2013 Red Bend Software - Confidential CAN BUS Wireless Network Head Unit ECU ECU 10
  • 11. FOTA for ECUs © 2012 Red Bend Software - Confidential 11
  • 12. How ECU Updating Works 1 23 4 1 2 3 4 CAN Head Unit © 2013 Red Bend Software - Confidential ECU 12
  • 13. In Conclusion  FOTA enables the car value-chain to improve customer service, increase revenue and improve profitability through over-the-air SW updates of infotainment telematics boxes and ECUs Krishna Jayaraman, Industry Analyst, Frost & Sullivan ”The stage has clearly been set for shifting all such update activities to either the customer's smartphone or an embedded modem in the car via FOTA solutions” Roger Lanctot, associate director of the global automotive practice at Strategy Analytics. “Solutions like Red Bend’s new vRapid Mobile Fuse can eliminate a manufacturer’s dependency on dealers to perform routine software maintenance, and ultimately save manufacturers and consumers both time and money.” © 2013 Red Bend Software - Confidential 13
  • 14. © 2013 Red Bend Software - Confidential

Editor's Notes

  1. 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
  2. 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.
  3. 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.
  4. 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
  5. 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
  6. In place update both images and file systemDeal with memory and network constrain
  7. 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.
  8. 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
  9. I hope you enjoyed the presentation and again I am encouraged you to see the demos and the partners exhibitions