Automotive Infotainment Telematics - Cambridge automotive cockpit ... Automotive Infotainment Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author: Chris Schreiner

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  • Strategy Analytics, Inc 1

    Automotive Infotainment & Telematics

    March 24, 2017

  • RICHARD ROBINSON

    March 24, 2017 Source: Infotainment & Telematics Service 2

    Director Global Automotive Practice Previous: Alpine as HMI lead on Navigation and Infotainment Design

    rrobinson@strategyanalytics.com

  • AUTOMOTIVE VALUE CHAIN:

    HARDWARE/SOFTWARE COMPANY EXAMPLES

    March 24, 2017 Source: Infotainment & Telematics Service 3

    Networks,Elect. Systems,ECU Modules,Sensor Modules, etc.

    Elect. Systems,ECU Modules,Sensor Modules

    Vehicle OEMs

    Tier 1 Suppliers

    Tier 2 & 3 Suppliers

    Software Suppliers

    Semiconductor Suppliers

    Electronic Sub-Systems,ECU modules,Sensor Modules

    MCUs,Memories, ASICs,Sensors,

    Application software, Operating System, Drivers etc.

    Operating Systems, Drivers, Tools, etc.

    Application software, Operating System, Driver Software

    Driver SoftwareSoftware

    Hardware

    Company

    Examples

    Value-Chain

    Player

    System integration,Application software, Operating system, Drivers etc.

  • March 24, 2017 Source: Infotainment & Telematics Service 4

    20 YEAR ANNIVERSARY OF ONSTAR

    Automatic Crash Notification

    Good Samaritan

    Turn-by-Turn Navigation

    Hands-Free Phone

    Live Assistance

    Contextual Awareness

    Waze

    HERE, TomTom, Garmin, Googlemaps

    Bluetooth

    Nuance/Servers

    1996 2016

  • March 24, 2017 Source: Infotainment & Telematics Service 5

    1996 2016 WHAT CHANGED?

    On-board and off-board systems gathering and interpreting data to determine:

    Hardware and software integrity of the car Mood, physical health, attention of the

    driver Identification of driver and passengers State of the roadway (around & ahead of

    the car) State of surrounding vehicles Weather and traffic User interfaces driver needs voice,

    eye/facial tracking, gestures

    Externally: Smartphones!

    Internally: A shift from Reaction Anticipation/Prediction

  • March 24, 2017 Source: Infotainment & Telematics Service 6

    INFOTAINMENT & TELEMATICS DESIGN TRENDS

    PAST & FUTURE

    2nd Generation 1998 2006

    Display

    CD Changer

    Head unit

    Navigation

    Phone ECU Sat Radio

    Amplifier

    Distributed BUS Architecture e.g. MOST

    $$$$

    Display

    Device Connectivity ECU

    Head unit

    Telematics ECU

    OR

    Native and Phone based apps Hybrid solution

    Cloud

    4th Generation 2010

    3G 4G

    $$

    Device Connectivity ECU

    Telematics ECUOR

    3rd Generation 2005 2010

    Head unit

    & Display

    Navigation

    Amplifier

    Headunit Integration

    $$$

  • March 24, 2017 Source: Infotainment & Telematics Service 7

    4TH

    GENERATION IVI ARCHITECTURES BY OEM

    EMBEDDED TELEMATICS

    Wireless LANBluetooth

    USB

    4th Gen

    GM: OnStar

    Audi: Connect

    BAIC: NovaLink

    BMW: Connected Drive

    Chery: Cloudrive

    Hyundai: BlueLink (1st gen)

    Jaguar Land Rover: InControl Remote/Protect

    Headunit and Telematics ECU

    Display

    Telematics ECU

    Head unit

    Cloud

    3G 4G

    Mercedes-Benz: mBrace

    Nissan: NissanConnect Services

    Peugeot: Connect

    Toyota/Lexus: G-Book/Enform

    Volkswagen: Car-Net

    Volvo: OnCall/Sensus Connect

    Headunit with Embedded Telematics

    SAIC: Inkanet

    Citroen: eTouch

    Hyundai: Blue Link 2 (2nd gen)

    Fiat-Chrysler: Uconnect Access

    Display

    Head unit

    Cloud

    3G 4G

    Modem

    Wireless LANBluetooth

    USB

  • March 24, 2017 Source: Infotainment & Telematics Service 8

    INFOTAINMENT SERVICES:

    IP BANDWIDTH SEGMENTATION

    Connectivity Suitability:

    Embedded Modem

    Tethered Smartphone

    Stolen vehicle tracking

    eCall - Automatic Crash notification

    Remote Diagnostics

    Remote Door unlock/Heat

    Basic Traffic

    Video Streaming

    Music Streaming

    HD Video Download

    Weather, Stocks, data, News

    Location based services

    Internet radio

    Eco-Driving

    Workflow Management/Fleet

    PAYD Usage Based Insurance

    Road tolling

    EV Charging and billing

    High Definition Traffic

    Email

  • March 24, 2017 Source: Infotainment & Telematics Service 9

    TELEMATICS IS A VALUE ADD

    MORE OEMS OFFERING EXTENDED FREE TRIAL

    AT&T

    AT&T

    Sprint

    AT&T

    AT&T

    Verizon

    AT&T

    Verizon

    Verizon

    Jasper Wireless, Raco Wireless

    WirelessCar To Proprietary

    WirelessCar, Airbiquity

    Proprietary

    Proprietary, Convergys

    Hyundai Autoever America

    SiriusXM

    Verizon Telematics

    SiriusXM

    4G

    4G

    2.5G/3G

    2.5G

    4G

    4G

    2.5G

    3G

    2.5G

    * GMs OnStar Basic plan, and Mercedes mBrace Connect plan are free for 5 years with 2015+ GM vehicles and 2016+ Mercedes vehicles.

    AudiAudi connect

    BMWConnectedDrive

    Chrysler Uconnect

    FordSYNC Connect

    GMOnStar

    Hyundai Next-Gen Blue Link

    InfinitiInfiniti Connection

    Mercedes-BenzmBrace Connect

    Toyota/LexusSafety Connect

    LTE FDD

    LTE FDD

    EVDO

    LTE FDD

    LTE FDD

    LTE FDD

    GPRS

    CDMA EVDO

    CDMA EVDO

    Connectivity Solution

    OEM

    Typical Players in U.S. OEM Market

    Carrier

    6 Months

    4 Years

    6 Months

    5 Years

    5 Years*

    1 Year

    1 Year

    5 Years*

    6 Months

    Embedded telematics is evolving to longer free trial period.

    Free TrialNetwork

    SpeedTSP

    B2C

    B2C

    B2C

    B2C

    B2C

  • WHAT WAS WRONG WITH TELEMATICS?

    Trying to monetize the consumer directly

    Too many de-activated modems, Free periods too short

    February 28, 2017 Strategy Analytics, Inc. 10

    6 months FREE!

    Only $10 per month!

    Market FAILURE+ =

  • February 28, 2017 Strategy Analytics, Inc. 11

    HARDWARE IN MARKET (CUMULATIVE)

    OEM EMBEDDED TELEMATICS - GLOBAL

    Source: Strategy Analytics Infotainment & Telematics Service

  • February 28, 2017 Strategy Analytics, Inc. 1212

    ACTIVE SUBSCRIPTIONS (CUMULATIVE)

    OEM EMBEDDED TELEMATICS - GLOBAL

    Source: Strategy Analytics Infotainment & Telematics Service

  • February 28, 2017 Strategy Analytics, Inc. 13

    IN-ACTIVE SUBSCRIPTIONS (CUMULATIVE)

    OEM EMBEDDED TELEMATICS - GLOBAL

    Source: Strategy Analytics Infotainment & Telematics Service

  • February 28, 2017 Strategy Analytics, Inc. 1414

    INACTIVE SUBS = DEAD $$$

    OEM EMBEDDED TCUS (UNITS/REVENUES)

    Source: Strategy Analytics Infotainment & Telematics Service

    Over $19 Billion wasted 2011 2017

  • March 24, 2017 Source: Infotainment & Telematics Service 15

    TELEMATICS 2.0: ITS TIME FOR CHANGE

    1)Identify Growth Opportunities

    2) Update the Domain Architecture

    3)Rework the Business model

  • WHATS DRIVING THE CONNECTED CAR?

    CRM / VRM

    Big Data

    FOTA / SOTA

    V2V/V2X (DSRC vs. role for 5G / LTE)

    Artificial Intelligence

    IoT

    February 28, 2017 Strategy Analytics, Inc. 16

  • March 24, 2017 Source: Infotainment & Telematics Service 17

    SOFTWARE RECALLS

  • March 24, 2017 Source: Infotainment & Telematics Service 18

    NEXT GEN CONNECTED CAR DESIGN

    DOMAIN & BUS CONVERGENCE

    2018

    Telematics ECUTelematics ECU

    Headunit

    Display

    Head Unit

    Cloud

    Smart Antenna

    Smart Antenna

    Body

    Chassis

    SafetyChassis

    ECU

    Body ECU

    Ethernet

    Tele

    mat

    ics

    2.0

  • March 24, 2017 Source: Infotainment & Telematics Service 19

    COMPLEX CRITICAL SYSTEMS

    NEED RAPID UPDATE CYCLES

    Example is Safety - There is increasing reliance on:

    LIDAR, RADAR

    Cameras

    Contextual awareness with the objective of collision avoidance

    most of these systems have

    COMPLEX software

  • March 24, 2017 Source: Infotainment & Telematics Service 20

    CONNECTED CAR ECOSYSTEM

    TELEMATICS 1.0 2.0

    Convergence

    Convergence

    Infotainment

    Telematics

    Safety

    Body

    Chassis

    Connectivity

    Infotainment

    Smartphone Connections

    Privacy

    Security

    Liability

    Safety

    Recalls

    Telematics - 2.0

  • March 24, 2017 Source: Infotainment & Telematics Service 21

    AUTOMOTIVE EMBEDDED MODEMS

    GLOBAL ANNUAL SHIPMENTS

    0

    20,000

    40,000

    60,000

    80,000

    100,000

    120,000

    2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

    Un

    it S

    hip

    me

    nts

    (0

    00

    's)

    North America Europe South Korea Japan China India Russia Brazil Rest of World Non Connected Cars

    50% of vehicles shipped will have embedded

    modems

    Telematics 1.0

    Telematics 2.0

  • March 24, 2017 Source: Infotainment & Telematics Service 2222

    OEM EMBEDDED TELEMATICS

    ACTIVE VEHICLE SUBSCRIPTIONS BY REGION

    0

    25,000

    50,000

    75,000

    100,000

    125,000

    150,000

    175,000

    200,000

    225,000

    250,000

    2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

    Active

    Su

    bscri

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