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How OEMs Can Benefit from Multimodal HMI and Workload Managers
Apps are now common, focus is more on averting driver Apps are now common, focus is more on averting driver distraction with intelligent HMI solutionsdistraction with intelligent HMI solutions
N Praveen ChandrasekarN Praveen Chandrasekar
Program Manager – Telematics & Infotainment
5th April 2012
© 2012 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property of
Frost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan.
Today’s Presenter
Experience base covers a wide range of industry sectors, forming long standing relationships with
Praveen Chandrasekar
Program Manager–Telematics & Infotainment Research
Frost & Sullivan
2
Experience base covers a wide range of industry sectors, forming long standing relationships with
senior executives in the
• Automotive Telematics and Infotainment
• Automotive Advanced Driver Assistance Systems
• IT and Telecoms
• Electric Vehicles
Focus Points
Today’s Agenda
• Gain top level technology and market trends impacting the infotainment market
• Provide a comparative overview of what different OEMs are doing with respect to
apps, HMI and connectivity in terms of offerings and business models
• Understand more in depth OEM and specially supplier activities in the areas of apps
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and HMI
• Analyze what consumers are willing to pay for in terms of apps and HMI
• Conclusions and Strategic Recommendations
Objectives of the Research
Understand Importance of HMI in the entire Value Proposition
Under App Business Models of OEMs and Tap into Revenue Models
Analyse infotainment package offerings of OEMs and delve into where apps fit here
Understand how OEMs are building multimodal HMI as revenue models to back apps
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Understand the Demand Side of the Equation
Understand EU and US Consumer willingness to pay for apps, HMI and infotainment packages
Understand if tethered, embedded or a hybrid solution will win over other
Understand Importance of HMI in the entire Value Proposition
Understand driver distraction issues and supplier responses
Understand where each OEMs are headed to in terms of HMI mix – to ensure safety
App Stores
Several OEMs have joined this bandwagon
such as BMW (Connected App), Mercedes Benz
(App Shop), Renault R-Link with dedicated app
store
Driver NHTSA guidelines to
avoid accessing
Major Market TrendsOEM business models for apps are built all around HMI value proposition
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Driver Distraction Regulations
avoid accessing email/SMS on move and
to reduce levels to access and use voice
Emergence of New
Suppliers and
EcoSystem Partners
E.g. TomTom has risen to top tier player in the
European market also entering infotainment with
the R-Link on Renault Zoe
Creating HMI Interfaces for Safe Operation of Apps
Bringing popular third party applications inside the car (e.g. Pandora) and allowing
Creating branded applications hosted on smartphone
application stores (e.g. Apple
OEM Approaches to Apps and Connected ServicesPremium OEMs are using this opportunity to interface apps at 2 levels – browser based or smartphone based and tethered into the car
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Revenue opportunity is through head units and HMI (Using
Consumer Pull)
(e.g. Pandora) and allowing them to be operated using
Vehicle HMI (e.g. iDrive)
Apps are not revenue opportunity, its just a crowd puller and HMI is
actual revenue
application stores (e.g. Apple App Store)
Most of these apps follow fremium model and are most touch points to
reach out to existing and new customers
• Awarded contract to Bouygues Telecom to develop app store to be launched in 208 model later 2012 – ten different apps powered by USB key (25/35). Some apps- MyPeugeot, Michelin Traffic. Available at annual subscription of 350 Euros
Peugeot Connect Apps
• Harman’s Aha radio platform is rapidly emerging as entertainment hub – assuring safety by voice operation wit h customers including – Subaru, Pioneer, Kenwood and 6 other premium OEMs. EU launch soon with Inrix traffic
Harman Aha Radio Platform
• Integrating dedicated app store called Mercedes Benz App Shop with first apps being park finder and morning star news for stocks and financial information. Available with the ComandOnline system and to be launched by March end 2012
Mercedes Benz App Shop
Recent Announcements and InnovationsHarman’s Aha Radio Platform has had tremendous traction in the last 6 months
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• Showcased at CES 2012 a concept developed by Kia engineers over 4 months spending almost $500,000 a concept on IVI and user centred driving - with widgets, augmented reality navigation and dedicated app store
Kia Infotainment Concept
• Entune for US and Touch and GO for Europe developed by Harman. In Europe Touch & Go has MirrorLink access. Harman recently announced app interface for Touch & Go where users can access apps through dedicated Toyota portal
Toyota Entune & Touch & Go
• Fully integrated multimedia system with voice and steering mounted controls on a touch screen (unit supplied by TomTom) with dedicated apps powered by different players-e.g. Coyote Speed camera zone warning app
Renault R-Link
8%
92%
29%
71%
Unlimited Data Plan Share of all smartphone data subscribers
As of Early 2011Operator Unlimited
Data PlansNew Plans Extra Usage
ChargesTetherSupport
Verizon US Scrapped2011
Max 10GB -$80
$10/GBExtra
Yes
AT&T US Scrapped 2010
Max 2GB -$25
$10/GB Extra
Yes
VodafoneEU
Scrapped 2010
500 MB free $7.5/500 MB Yes
O2 Scrapped 2010
$60 – 1 GB data
£10/GB YesUnlimited data plans makes an easy case for Tethered app supportWith more apps – managing data
Is Tethered Connectivity a Sustainable Model?Long term with more apps inside the car will become a challenge but family data plans can change the landscape
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Consumes 30MB/ hour to playOn average one day 30MB/hour leads to 1GB per month for Pandora alone
Excess Data
- Only a very limited part of the smartphone subscribers are in unlimited data plans in US and EU
- More apps especially more radio and streaming type apps consumes more data
- Pandora, Slacker, iHeartRadio, Stitcher all are streaming music or podcasts apps (each consumer MB/day for just an hour)- High probability that in the future the data usage will exceed capped plans- MNO will also keep a keen eye on tethering bandwidth consumption
With more apps – managing data plan/price is a challenge “As higher the app
integration with car, higher will be average
data plan usage”
Terminal Mode
Display of smartphone screen could distract driver
• Separate cost for HMI tooling software• Smartphone screen and application is replicated
to head unit as it is
HTML 5
Apps
OEM designed menu structures
and user interfaces suitable for
automotive environment
Display of applications in a less distractive interface
HTML 5 OpportunitiesQNX Actively Pushing it. HTML 5 allows OEMs to bring the focus back on the car
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to head unit as it is automotive environment
• Phone with a web server is connected to head unit with
HTML5 engine.
• Allows two way interaction, if the head unit also has a
web server, allows hosting web pages on the phone.
• Allows OEMs to create a separate module where
graphics for individual functionality can be made and
addition of more features.
OEM App ApproachesTethered support for smartphone apps is a common concept with most of them being free
OEM
MirrorLink Type
Interface Support
Third Party Apps Support Using Native
HMI
Types of Apps Supported
App Related Strategies Bundledwith Head Unit/HMI packages
BrandedApplicatio
ns
Browser Based
SmartphoneBased
Free Paid Centralized Decentralized
BMW N Y Y Y Y Munich, Shanghai,
US
Y Y
Mercedes Benz
Late 2012 Y Y Y N Germany, US
Y Y
Toyota Y Y Y Y Y US Only Y Y
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Ford N N Y Y N US Only Y N
GM N N Y Y N US Only Y Y
Hyundai By 2014 N Y Y N US & Korea Y Y
Kia N N N N N US NA N
Renault N N Y Y Y Europe (TomTom)
Y N
Honda N N Y Y N US Only Y N
Nissan N N N N N EU, US & Japan
Y N
OEM App StrategiesStrictly tied with advanced navigation system options which also features HMI options such as Touch screen and Voice Controls
OEM Apps Supported Package to Access Apps through Native HMI in Car
RecurringCost for Apps
Total Cost to Customer
BMW BMW Connected App – Facebook, Twitter, Web Radio (Pandora) , Mog on-demand Radio
Free Connected App+ PhoneCradle ($250 (US), E150 (EU)Navigation+iDrive Solution ($2150 (US), E3000(EU))
Mog App -$4.99 or $9.99 subscriptions to use
US - ~$2500EU - ~E3300
Mercedes Benz
Comand Online Apps - Google Apps, FacebookMercedes Mbrace Apps- for US only
US – Mbrace Package ($660)EU – Comand Online (E3000) +Bluetooth (E400)
No RecurringCost. Focusing on free apps
US - $700EU - ~E3500
Toyota Entune (US) – Bing™, iHeartRadio Opentable™ , Movietickets.com Pandora®, Fuel Prices
US – Navigation System with Touch Screen ($1000 min) EU – Navigation System with
US -3 years app access free then
US - $1000 (3 Yrs), $60/yr
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Pandora®, Fuel PricesTouch & Go Touch Life (EU) – Nokia car mode app, Garmin Streetpilot, AUPEO, Facebook, Twitter
EU – Navigation System with touch screen for E500
free then $12/monthEU – 6 months free then sub/month
EU – E500 (6 months), EX/yr
Ford SYNC Applink – Pandora, Openbeak, iHeartRadio, Stitcher, Slacker
US – SYNC or SYNC with MyFord Touch
No US - $395 or$1000
GM MyLink/IntelliLink – Pandora, Stitcher, Gracenote
US - required 7 inch touch screen navigation system with Bluetooth connectivity
No US - ~$500
Hyundai BlueLink - Pandora US- available as a part of the technology package which also features navigation system with Bluetooth and voice
No US - $4000
North American OEMs HMI PreferencesTouch screen development is favorite closely followed by proximity sensing on buttons and touch screens
HMI Technologies
Text to Speech
Reconfigurable Instrument Cluster CUE
Head Up Display
Resistive Touch Screen NA
Capacitive Touch Screen CUE
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Command-based voice recognition
Semantic Natural Voice Recognition
Multifunctional Controller NA NA NA
Dual View Display NA NA NA NA NA
Proximity Sensing CUE
Handwriting Recognition NA NA NA NA NA NA
Multi-touch Gesture Recognition
Expected in Long TermExpected in Short TermCurrently Available
Suppliers HMI Connectivity and AppsDriver workload
management
Continental
Magic user interfaceSimplify your drive (cluster modes)Virtual Key (NFC)Voice, visual and haptic offerings
Autolinq connected platform with dedicated auto-centric apps store
Prioritization of information via different displays (central, cluster and HUD)
Harman
Situational HMI (customized information display to driver)Expertise in TTS and STT with Haptics
Aha connected radio platform with personalized content from internet and apps
Prioritization of information via different displays (central, cluster and HUD)
Key Suppliers Comparative AnalysisSuppliers such as Delphi are creating a key USP by addressing driver distraction as the major issue and offering intelligent solutions
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Delphi
Usage of touch screens, voice recognition, text-to-speech, reconfigurable displays,smartphone integration with MyFi connected system
Connected car portal with cloud based service and delivery powered by Windows Azure
Workload management technology to tailor custom information for driver and linkwith safety systems
Bosch
Reconfigurable instrument clustersDual view displaysEco route
Smart phone integration solution which allows app hosting and cloud services access
NA
Denso
Instrument clustersRemote touch controllersHead up displays
Arpeggio smartphone integration solutionJaguar Connect and view (replication)Toyota Entune system
Intelligent HMI manager blocks unwanted informationdepending on driving situation
Before 2009 2009 2010
Satellite Navigation
SystemCarminat TomTom
Introduction Carminat TomTom with Live services
introduced Carminat TomTom
2011
For Clio, Megane,
Scenic, Laguna,
Advanced Lane
guidance and IQ
routes
Live services (Real-
time traffic, local
search and weather) Carminat TomTom success
• More than 1 million Renault cars are equipped with TomTom Navigation system across 20 different models.
• Renault has recorded a fit rate of 38% on Clio, 25% on Traffic and 77% on Scenic models.
• 48% take rate of embedded systems since launch in 2009.
• Initially was available only to Clio, Megane,
Scenic, Laguna and Fluence. Currently
Renault Case StudyMore than1.3 Million Renault cars are equipped with Carminat TomTom navigation system currently.
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introduced Carminat TomTom replaced by Carminat
TomTom Live
Scenic, Laguna,
Fluence and Kangoo Latitude, Espace and
LagunaAll cars except
Modus, Twingo and
Wind
Scenic, Laguna and Fluence. Currently available with all models except Modus, Twingo and Wind.
Cost
• Carminat TomTom Live costs €490. • All models come with a three month free
subscription of live services. • Post free trial Live services are charged at
€145 for 3 years. • Additional European mapping for long
distance travel is available for €120.
5.8” colour screen
Joystick Remote control Speech to text
HMI Options
Inkanet 3G Case StudyMercedes Benz won’t be the first OEM to introduce SIRI type interface. SAIC has already done with Ivoka on Roewe 350 MG5
Point of Interest
search
Voice input text
Liberation of the driver's hands ���� greatly reducing the
driving risks
Future urbanites ���� life in smart drivingRecord traffic data e.g.
CAN-BUS system
interaction
With interactive driving experience
having a considerable
learning curve in the near future,
IVOKA’s Influence
Voice cloud driving ���� voice-interactive technology ���� Benefits
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Voice input text
messaging
Voice control radio
music e.g. InkaNet
Douban music
library
Voice based
phone calls
IVOKA’s Experience
Voice based real-time
information check e.g.
stocks, weather
security umbrella ���� initiative to avoid accidents and incidents
record traffic data for vehicle safety information ���� forward-
looking insight
Provides rich entertainment features with automatic query
and selection
near future, IVOKA’s definition on the relationship between ‘man and
machine’ will have a key influence on the
world wide interactive
entertainment market
51%
44% 43%
37%35%
46%49%
53%
47%
62%
47%
58%
33%
39%42%
39%
31%
36%40%
60%
80%
Preferred Inputs (N=1,911)
Climate Control System Navigation System Apps from Smartphone Vehicle Information
Preferred Input by Application - HMITouch Screens are Highly Preferred for Applications such as Navigation and Apps Control
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25%27%26% 25%
28%
33%31%
29%
24%
30%
0%
20%
Individual Buttons Single Switch Steering Wheel
Controls
Touch Pad Touch Screen Touch Screen with
Physical Feedback
Voice Activation
Q8. If the following is/was available in your car, please indicate how you would like to interact/communicate for the following.(Multiple response.)
Source: Frost & Sullivan.
Nokia MirrorLink Type Solution has a close to 50% appeal with willingness to pay close to 150 Euros
49%
52%
Advanced solution that completely replicates your smartphone contents in the vehicle display where you can control smartphone features using multiple in-car controls like touch screen, voice commands, physical
Slightly more advanced solution that connects your smartphone using bluetooth to the car and controls the
phone features using steering wheel controls, or single/multi-function switch
Preference toward Smartphone Control Concepts in Car (N=1,911)
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12%
26%
0% 20% 40% 60%
Control/operate smartphone using smartphone controls
Cable that connects your smartphone to the car but still you control the phone by physically operating it
controls like touch screen, voice commands, physical buttons, steering wheel controls, etc.
Source: Frost & Sullivan
Q15. Considering smartphone use while in your car, which of the following would you like to have available? (Multiple response.)
High Apps Users: 9%
Moderate-to-Low
Apps Users
58 percent of High Apps Users prefer an advanced solution using
a visual display for smartphone control.
• How often do consumers use their smartphone inside the car?
• Do consumers dock their smartphone inside the car on a regular basis?
• Are consumers interested in free smartphone navigation, nominal paid smartphone navigation over other ones
such as PND and OEM? Satisfaction levels if already have a smartphone navigation solution?
• Do they consider the smartphone to be a long term information and connectivity source inside car?
• What is consumer interest in accessing apps inside car in areas such as parking, augmented reality,
crowdsourced navigation, ADAS, car sharing etc? Satisfaction levels if already access any of these apps?
• Are consumers willing to pay for these apps – even a nominal $2-5 as an one time fee?
• What are the future app areas that consumers are interested to see - vehicle to grid, smart charging, integrated
parking and EV charging, etc?
• When it comes to infotainment, connectivity and smartphone interfacing what are the HMI input output options
that comes to mind to consumers? Satisfaction levels with existing solutions (verbatim and with solutions)
• What is the consumer interest to pay for different input HMI options, current and future?
Smartphone Usage Trends – e.g.
Navigation, etc
Interest in Current and Expected Apps in Entire Mobility Space
Attitude, Perceptions and
Willingness to Pay
2012 Apps, HMI and Telematics Voice of Consumer StudyEuropean and US Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Mobility Apps, HMI Concepts and Telematics Services
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• What is consumer interest to pay for different HMI output options, current and future?
• How important is HMI in brand retention according to consumers compared to other key factors ?
• What is the customer satisfaction with existing OEM nav, connected nav, connected PND or other navigation
solutions?
• What brands consumers perceive to have best in class app ready connected solutions?
• What brands do consumers perceive to be best in terms of having the best HMI input output options?
• What brands do consumers perceive to be best in terms of offering telematics services?
• How has app usage, needs and willingness to pay changed from 2010 results? • How has HMI usage, needs and willingness to pay changed from 2010 results?• How has smartphone usage levels changed from 2010 results?
Vehicle Satisfaction &
Brand Perceptions
Tracking Analysis - Comparison with 2010 Study Results
• What is consumer interest when it comes to telematics services such as eCall, bCall, vehicle tracking and mileage based insurance? Satisfaction levels with existing solutions?
• How much are consumers willing to pay for these services as an option? Do they want these features as standard inside the car?
• How does telematics features compare to others such as fuel economy in purchase influencer in vehicle buying?
Attitude, Perceptions and
Willingness to Pay for Telematics
Services
Willingness to Pay for HMI Options
Dynamic Intermodal Transport Planning
e.g. Opti-Trans, Anystop
Dynamic Ride Sharinge.g. RelayRides, Carticipate
Others – Location-enabled social networking, remote
communicatione.g. Foursquare, Viper
SmartStart
Mobile Apps Developed in a Variety of Fields Impacting Sustainability and New Age Mobility
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Mobility App Categories
Advanced Driver Assistance Services
e.g. iOnRoad
Parking Management and Payment Solutions
e.g. Parking Dialogue
LBS Categories – e.g. Taxi Booking
e.g. 1TouchTaxi, TaxiZapp
Crowdsourced Navigation and Traffic Application
e.g. Waze, Inrix, Beat the Traffic
Augmented Reality Applicationse.g. Mobilizy
No clear importance for MirrorLink type interface for
smartphone app access inside car (focus on voice
control)
Short to medium term focus is on music and social networking related app
control through vehicle HMI (Multimodal Mix). Largely US
driven trend
Conclusions and Strategic RecommendationsNorth American market is an ideal launch pad for mobile apps. Bundling apps with cool hardware is critical for OEMs to create a revenue stream.
Q&A!!!!!!!!!!!
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Tethered connectivity for smartphone apps is a weak model and at the same time users willingness to pay for
dedicated data plan is unclear
Several OEMs have launched branded applications in line with
their connected services package – e.g. Mbrace, BlueLink. This is a
good free convenience add on (GM app downloaded over 400,000
times)
OEM strategies to allow apps access inside the
vehicle ties in with package options which make sure
revenue add-on are healthy (e.g. Ford SYNC applink)
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For Additional Information
Katja FeickCorporate Communications
Automotive & Transportation
+49 (0) 69 [email protected]
Cyril Cromier
Sales Director
Europe
+33 1 42 81 22 44
23
N Praveen Chandrasekar
Program Manager, Telematics and Infotainment
Automotive & Transportation
(9144) 6681.4129
Sarwant Singh
Partner
Automotive & Transportation
+44 207 915 7843
