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Where+the+Connected+Car+ + is+Moving + +
Mark!Saga! Head!of!Business!Development,!Automo?ve! Teleca!USA,!Inc.! !
Agenda !
1.!What!is!the!connected!car!experience?!!What! will!cars!require!moving!forward!from!both!a! UX!and!wireless!perspec?ve!to!give! consumers!the!desired!infotainment! experience?!!! 2.!How!will!mobile!applica?ons!be!handled! inside!the!vehicle!environment?!!! 3.!InQVehicle!Smartphone!integra?on!! challenges!and!future!trends.!!!
The!Car!is!GeTng!Complex !
1.!The!Connected!Car!Experience !
Connec?vity!op?ons! Handset!sales!by!type! Instrument!cluster!issues!
Connec?vity!Op?ons !
North!America!Handset!Sales!by!Type +
Percent of Total Handset Sales
100%! 90%! 80%! 70%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! 2012! 2013! 2014! 2015!
72%+ 40%+
Smartphones
Feature Phones
Basic Phones
Android superphone popularity leading huge growth in North American smartphone volumes.
Source:!Strategy!Analy?cs!!Wireless!Device!Strategies!(WDS)!
Todays!instrument!clusters! present!new!challenges:! !
!
Challenges+
! Mul?QDriver!Ownership! (Personalized!UI!and!seTngs,! PIM,!etc)! ! Connected!InQVehicle!Services! ! CE!device!integra?on! ! Lifecycle!Management!! Somware!/!Func?onality! upgrade! ! ContextQaware!availability!of! func?onality!to!prevent!driver! distrac?on!
NavigaBon+/+LBS+via+Voice+ Control+
! HandsQFree!Echo!Cancella?on!! and!Noise!Reduc?on!
DierenBaBng+and+Personal+ HMIs+
! Support!mul?Qownership!of!vehicles!! through!!driver!proles! ! Support!!UI!dieren?a?on!through!! advanced!MMI!frameworks!(Flash,!Qt,!! Kanzi,!Mentor!Inexion)! ! Support!mul?Qmarket!rollout!through! localiza?on! ! Usability!concepts!for!direct!access!to! main!func?onality!
1.!The!Desired!Consumer!Experience !
Familiar!user!experience!or!UI!from!tablets! and!mobile!devices! Easy!access!to!services! Secure!environment! NonQdistrac?ve!
2.!Mobile!Apps!!
How!will!mobile!applica?ons!be!handled! inside!the!vehicle!environment?! Safety!regula?ons!and!concerns! App!storefronts!!who!manages!these?!
3.!InQVehicle!Smartphone! Integra?on!
How!to!get!your!Smartphone! experience!extended!to! your!vehicle?! Challenges!of!integra?on! Future!trends! !
Connec?ng!to!the!Cloud !
Services!on!your!Smartphone!available!in!the! vehicle!via!Terminal!Server! !
How!Does!Teleca!Handle! Connected!Car!Opportuni?es !
Combining!network!access!and!entertainment!systems!to!provide:!! Crea?on!and!produc?za?on!of!inQvehicle!infotainment!and!telema?cs! communica?on!planorms!! Personal!informa?on!management!(email,!contacts,!calendar,!! audio/video,!media!sync)!! InQcar!audio!and!video!rou?ng!and!processing!! Loca?on!based!services!bringing!realQ?me!geographic!informa?on!using! device/user!loca?on!informa?on,!spa?al!data!and!content!based!on!user! preferences!! Web!2.0!for!enhanced!design!and!usability!!
The+Future+of++++++++++++++++++++++++++++++++++++ the+Connected+Vehicle +
! !
ATX Group, Inc A Cross Country Automotive Services Company Scott Nelson Director of Business Development
Cross!Country!Automo?ve!Services ! and!The!ATX!Group !
Markets
Roadside !
Insurance !
Connected! Vehicle !
CCAS!and!ATX !
Privately held Cross Country Automotive Services established in 1972; acquired ATX Group in 2008; together the enterprise is a leading provider of services, technology that provide automobile manufacturers, auto insurers with higher customer satisfaction, retention, and brand loyalty with greater operating efficiencies.
Provide client branded services Over 100 corporate clients, serving 80 million vehicle owners 12 million requests for services per year Roadside assistance network manages over 34,000 independent contractors one of largest in North America- responding to over 6 million roadside events per year Nearly 2 million telematics subscribers across luxury and mass-market platforms (BMW-Hyundai-Lexus-Rolls Royce Motor Cars-Toyota). Services delivered 24/7/365, managed to SLAs to four-nines. 6 response centers / 4 data centers
Penetra?on!/!Subs!/!Demand!
Connected Vehicle
Apps!in!the!Car !
Content & Services from The Cloud
Which apps & services? Why in-vehicle? What interfaces? Whats the User Experience?
CloudQBased!Plaform!
for!Integra+ng!Connected!Vehicle!Services!
ATX Connected Vehicle Platform
Carrier! Command! Control! Interface! Content! Delivery! Services!
Hyundai BlueLink
Data! Services!
Head!! Unit!
Full!Connected!Vehicle!Example! Service!and!Contents!Suite!
MOBILE APP
PACKAGES!BUILD!ON!EACH!OTHER !
OWNER WEBSITE
IN-VEHICLE
Challenges!to!Service!!!!!!!!!!!!!!!!!!!!!!! &!Content!Delivery!to!Vehicle !
Bandwidth!&!Cost;!Business!Models! FutureQProof;!Vehicle!vs.!Consumer!Device! Life!Cycle! Scalability! Security,!Vehicle!&!User!Data!Privacy! User!Experience,!Driver!Distrac?on! Deliver!globally!
Handset!Linked!vs.!Embedded!Systems!
Whats!the!eventual!solu+on?!
Embedded - Protocol
Vehicle User Interface Data Interface Protocol
TSP
App
BT WiFi USB
Phone
Tethered
Phone
Tethered
V N C
BT WiFi USB
Phone
VNC App
BT WiFi USB
BT WiFi USB
Phone
App/ Tether
EMERGING / PROMISING
Challenges!!Bandwidth!&!Cost!
Embedded!
3G/4G!hardware!just!emerging!to!car! Costly!device!!most!OEMs!have!been!reluctant! Separate!billing!today! BUT,!brings!reliability!and!always!there!connec?on!
Handset!
Tethered!or!through!apps!on!the!handset! Could!solve!data!cost!problem!(consumer!plan)! Unreliable!connec?on,!pairing!problems*!(*lajer!on!decline)! Some!believe!in!leveraging!content!already!o!the!smartphone! onto!vehicle!interfaces!
Challenges!!FutureQProof!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Vehicle!vs.!Consumer!Device!Lifecycle!
CE device development cycle Vehicle development cycle Average vehicle age
(RL Polk 2010)
today
12 mos 18-24 mos 3 years 50 mos
10.2 years
Average vehicle ownership period (RL Polk 2010) Vehicle features fixed according to todays technology expectations
Approaches!!FutureQProof!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Vehicle!vs.!Consumer!Device!Lifecycle!
Design in app-based and updateable vehicle architectures CE device development cycle Add new app(s) or update in-vehicle feature Add new app(s) or update in-vehicle feature Average vehicle age*
(*RL Polk 2010)
today
12 mos 18-24 mos 3 years 50 mos
10.2 years
Challenges!!Scale!
Toyota Entune
Disparate!Auto!App!Ecosystems!Not!Sustainable!
Ford Sync Chevy MyLink
MINI Connected
KIA UVO
ATX OEM X
Although great start, development, maintenance, and scalability of disparate app ecosystems will be a huge challenge. High vehicle integration and testing costs, cannot develop new apps and meet consumer demands quickly enough.
Scale!!Unica?on!/!Federa?on! Individualized or model-specific features ! expressed with OEM BRANDs identity and user
experience. Content! Management! Voice! Enablement!
+
Safety &an! Security Convenience Information Services
and Partners!
Challenges!!Security!and!!Privacy!
More!Connected!Vehicle!Demands!Tighter!Handling! Of!User!Data,!Privacy!and!Security!
Dealers
Carriers
Secure, private Secure, private
ATX
Automaker
e secur secu re
Thirdparties
Vehicle security Alarm Anti-intrusion Remote device shutdown Remote vehicle immobilization Stolen Vehicle Recovery
Security inherent in pipe Secure sockets (HTTPS) Device authentication Device deprovisioning
Consistent private network access point to vehicle Consistent authentication and security procedures Fraud Monitoring and security alerts Consistent policies and audits around sharing of user data Authenticate, broker and prioritize access to vehicle and data
User!Experience!
Individualized!or!modelQspecic!features!expressed!with! automaker!BRAND!iden?ty!and!user!experience.!
Content! Management! Voice! Enablement!
OEMs branded UI OEM specified feature set Balanced with Personalized feature set
+
Safety & Security Convenience Information Services
and Partners!
Challenges!!Mi?ga?ng!Risk!of!Driver!Distrac?on! !
User!Experience!and!Driver!Distrac?on!Q!Complex!
versus
balance Select apps allowed Many apps ENHANCE safety and driving experience Vehicle-tailored interface, updateable from cloud Evolves feature set according to automaker, end user and societal needs Workload management Voice enabled access to services and content