1. I’m not a car guy; I’m a software
guy and I work at Ford.
SEMA 2014 – Product Development Experience

2. Disclaimers
Everything stated in this presentation is to be considered
my own opinion, and not an official representation of
Ford Motor Company or any other Ford employees.
All rights reserved – but some wrongs are still available.
If you don’t ask questions, I can’t give answers.

3. Who Am I?
Never disrespectful. Always irreverent.
It just works.
Before Siri there was SYNC.™
Don’t tell me what I can’t do.
Go big or go home.
Code beats paper.

4. I’m a developer.
limofoundation.org
perl.org
vim.org
spdx.org
linuxfoundation.org
genivi.org/projects/smartdevicelink
thecorconian
opensource.motorola.com

5. Today’s High Tech Automobile – More Complex…
Space
Shuttle
500,000 lines
of code
Boeing 777
3-4 million
lines of code
Ford Taurus
2012
50+ million
lines of code
Ford 2020
100+ million
lines of code

6. Today’s High Tech Automobile – More Complex…

7. Customer Interface
Single Dot Matrix Display
• Trip Odometer A,B
• Fuel Economy
• Timer
• Vehicle Setup
2010 Ford Fusion Cluster
14 Features
RH Color Display
• Entertainment
• Phone
• Navigation
• Climate
2013 Ford Fusion Cluster
Customer Interface
LH Color Display
• Display
• Trip Odometer 1,2
• Fuel Economy
• Information
• Settings
100 Features 19 Features
Today’s High Tech Automobile – More Complex…

8. APPLINK – FORD’S SMARTPHONE-TO-VEHICLE
CONNECTIVITY SOLUTION
Description
• AppLink is Software
• Both on the vehicle (SYNC or radio) and within a
smartphone application
• Wraps in-vehicle services such as speech, buttons
and the display
• Allows the smartphone app to interface with the
driver using the in-vehicle infotainment system
• Enforces driver distraction policies and limited touch
screen sequences
63
AppLink Apps
52
Ford First
35
Unique
Not first
Unique to Ford and Ford First-To-Market First-To-Market

9. SMARTDEVICELINK – CONTINUING TO LEAD THE
INDUSTRY
Description
• Goal of a de-facto standard for SmartPhone-to-
vehicle communication
• Based on award winning AppLink
• Leverage the open source model
• Use GENIVI because of the automotive
ecosystem
• projects.genivi.org/smartdevicelink
• Ford has lead on project maintenance
Ford benefits / deliverables
• Address industry fragmentation due to a multitude of solutions
• Attract and keep the best brands without the need for a bounty
Industry benefits / deliverables
• One connectivity solution and one code base
• Ability to focus on the true value which is content

10. DEVELOPER.FORD.COM – HOW FORD IS FIRST
Description
• Automotive industry first-ever open developer
program
• Built by developers for developers
• One entry for all 3rd party software development
for Ford
• AppLink, Service Delivery Network,
OpenXC
• Supports app discovery and facilitates participant
success with tight integration to
catalog.ford.com.
Ford benefits / deliverables
• Ability to deliver affinity brands in conjunction with our vehicle launches
• Worldwide 3rd party partner management
• One point of contact and control for the Ford & Lincoln brands
• Vehicle to deliver “Ford First” strategy
Implementation:
• Modeled after existing developer programs (e.g., Google, Motorola, Facebook, Amazon)
• All the assets expected and needed by application developers
• SDK
• Documentation
• Sample code
developer.ford.com
• Test Procedures
• Tips and Tricks
• Go-to-market support

12. HTTP://IMGS.XKCD.COM/COMICS/ESTIMATION.PNG

13. We can evade reality, but we
cannot evade the consequences of
evading reality.
-- Ayn Rand

14. Ford Motor Company is
a software company.
Come and code with us!