InVehicleSmartphoneIntegRep SF V7 Final Version

8/6/2019 InVehicleSmartphoneIntegRep SF V7 Final Version

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In-Vehicle SmartphoneIntegration Report 2011

Secure your place in the smartphone integrationmarket and plan for future tech. innovation

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Essential analysis of smartphoneintegration dynamics and the

strategies of key industry players

SELECTED FINDINGS INSIDE


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In-Vehicle Smartphone Integration Report 2011Leading automakers’ strategies to secure your place in the in-vehicle

smartphone integration market and plan for future technological innovationPREORDER BEFORE th AUGUST

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Purchase the report and benefit from… In depth case studies of existing OEM smartphone applications from OnStar,

Toyota, Mercedes-Benz USA, BMW and Mini. Learn how to allocate your resources and capitalize on this lucrative business opportunity.

Examination of driver distraction concerns and the potential legislation surrounding it so you can account for this in your strategic planning.

Insider Intelligence from the in-vehicle smartphone eco-system. Executiveinterviews are supplemented with a wider survey across the Telematics Updatecommunity to facilitate your business development.

Projections of future smartphone architecture in the vehicle with input fromindustry decision makers so you can plan your future technological direction.

Answers on: What are OEMs looking for when identifying partners for ventures inthe smartphone integration space? Establish your place in this profitable market.

OEM’s smartphone functionality needs; to enhance customer relationships,retention and maximise after sales opportunities in North American, Chineseand European markets. Learn what telematics solutions you need to provideand thrive financially.

The OEM decision making process to engineer smartphone functionality intotheir vehicles so you can keep pace with evolving OEM perceptions.

Leading automakers’ strategies to secure your place in the smartphone

integration market and plan for future technological innovation.Over 80% of Telematics Update’s stakeholders have a burning need for intelligence

on in-vehicle mobile device integration and consumer demands. Challenges

exist for many within the telematics industry as they endeavour to deal with the

exponential rise of sophisticated smartphone technology. This comprehensive 156

page guide to smartphone integration will facilitate your business development,

strategic planning and resource allocation necessary to capitalize on this lucrative

business opportunity.

In-VehicleSmartphone

Integration Report2011

Identif y and define the real opportunities

in theworld wide CSP markets

Who should buy this report?

This report is essential to Tier 1 companies eager to supply telematics solutions to OEMs. Tier 2companies in software and application development can identify where they can make money in the in-vehicle smartphone eco-system. Automotive OEMs not yet leading the field can learn from OEMs with

smartphone applications already in place.

Report Methodology

We interviewed 19 leading stakeholders within the telematics industry including Mercedes, Hyundai,ONX, Volvo, Microsoft and Verizon. Interviews comprised of extensive case studies and conversationsexamining the evolution of telematics giants’ smartphone strategies and what they have learnt. Inaddition a targeted survey canvassed more than 100 industry experts around the world and wassupplemented with carefully-selected and well-researched secondary source material.

Turn the page now for the ground-breaking selected findings from this report!

36

In-Vehicle Smartphone Integration S m ar t ph on ei n t e gr a t i on

Application Integration Approaches

OEMshaveattemptedseveraldierentapproachesto integrating

smartphones.Essentially,therearethreebasicapproachesthat

aredierentiatedbythelocation from whichtheappsrun.They

includebuilding everything into theheadunit,running appsin the

smartphone,orrunning appsin thecloudand using theheadunitas a

terminal.

Figure 12: Key functionsassociated withintegration approach

Figure 13: FunctionsofHI controller

Connectivity

HI control

Connectivity

Screen(s)

Voice Output

Buttons/switches

HI controller

Touchscreen

Voice recognitionIntegration with

infotainment

Bluetooth

USB

VNC

Connectivity

HI control

Applications

Figure12 aboveshowssomeofthe functionsthatareimportantto the

integration approachin abasicschematicformat,whichwillbe used

in someofthefollowing sectionsto illustratethedierencebetween

approaches.

In someimplementations,theHMI ofthesolution maybefairlybasic,

forexample,justa rendereddisplay.In others,itmaybe morecomplex,

extending to secondaryoreven tertiarydisplaysin thecar,and

integrating voicecontrolandvoiceoutput.

In principle,thereisno reason whythiscontrolcannotcomefrom the

smartphoneitself,however,thisdependson theinterfacespecication

between thevarioussystems.Theactualimplementation often

dependson whattheOEM istrying to achieve.IftheOEM wantsa

brandedrangeofapplications,perhapswithsome bespokeservices,

it’stempting to takean embeddedapproach.Ifan OEM is merely

enabling acustomer’sphoneto accesssmartphoneapplications,it’s

morecost-eectivefortheOEM to limitinvolvementto justenabling

theapplication.

Head unit Link Smartphone

30

In-Vehicle Smartphone IntegrationT h e c onn e c t e d v eh i c l e

Speedcamerawarning

TV/streaming video

Realtimetrac

Ticketbooking/reservation

Messenger/chattypeapps

Buddyfnderapplications

Auto location blogging

Facebookorothersocial

AugmentedrealityPol

Navigation apps

Internetradio

Speedcamerawarning

TV/streaming video

Realtimetrac

Ticketbooking/reservation

Messenger/chattypeapps

Buddyfnderapplications

Auto location blogging

Facebookorothersocial

AugmentedrealityPol

Navigation apps

Internetradio

Figure9:topfour automotive-relatedappsneededoutsideofthe vehicle

Figure10:topfourautomotive-relatedappsneededinandoutsideofthevehicle

0%

0%

40%

40%

50%

5 0% 6 0%

10%

10%

30%

30%

20%

20%

Oursurveysuggests thatthetop application oran embeddedin-car

system wouldbereal-time tracreports,ollowed byspeedcamera

warnings,navigation andinternetradio.

Oursurveysuggests that,orapplicationsbased in smartphones,

thisgroupo respondentsratedchat-typeapplications highly,along

withtheability to bookticketsor makereservations.Facebookand

navigation-typeappsratedhighly.

In termsoapps to whichrespondentswouldli keubiquitousaccess,

internetradio scoreshighest,along withnavigation,real-timetrac

reportsandstreaming video.

It’squestionablehow representativeourcross sampleiso thegeneral

public3. Forpeoplebetween 18 and25 yearsold,amobilephoneand

connectivityin generalare‘ moreimportant’ than acar,according to a

study, iCar: The youngergeneration andthe networkedcar ,conducted

104

In-Vehicle Sartphone IntegrationA s s e s s m en t of OE M s m ar t ph on e

Audihasalso discussedintroducing speciallydevelopedsmartphoneappsthatcan uploadphotostaken withaGPScellphoneto the

navigation system,whichcan showtheco-ordinatesforthelocation

ofthephoto.ForelectricvehiclessuchastheA1e-tron,thedrivercan

viewthestatusoftherechargeablebatteryontheircellphonedisplayatalltimes.Thedrivercanalso checkwhetherthedoorsandwindows

areclosed,orifthereis anyserviceinformation.Controllinginterior

temperaturebycellphoneisalsopossible.

In theUS,Audioersthe RoadsideApplication thatconnects

customersdirectlywithAudiandits roadsideassistancepartner,

SignatureMotorClub.Theappis availableon iPhone,Androidand

BlackBerrydevices.Theapplication leveragestheAudicustomer’spre-registeredvehicleinformation,asmartphone’sGPScapabilitiesandan

intuitiveinterfaceto easecallsforroadsideassistance.Theappworks

byaccessing an Audivehicle’sbasicinformation,whichis storedas

partofthebroaderroadsideassistanceserviceandincludesvehicle,AudiRoadsideAssistanceandadealerlocator.

In2010,AudireleasedaniPhoneappcalledCarMonitorthatmonitors,

analysesandstoreskeyperformancecharacteristicsforadriver’svehicle,whetherforpureperformance,eco-friendlydrivingorprovidingtriplogs.

TheappusesthevehicleOBD-IIporttoaccessreal-timeperformancedata,

whichtheappthenanalyses,alsoinreal-time.CharacteristicsincludeengineRevolutionsPerMinute(RPM)whichisespeciallyusefulwith

oldervehiclesthatdonothaveanRPMgauge.Italsoprovidesemissions

information,includingtheamountofCO2

adriverissavingbyadjusting

drivingperformance.DriversusingtheiPhoneCarMonitorappalsohavetheoptionofuploadingthedatacollectedtowww.MyAudiLabs.comand

sharingdrivingperformancewiththeVWLabsCommunity.

Figure 43: AudiRoadside Assistance app

screenshotsCourtesyiTunes

Figure 44: AudiCarmonitor appCourtesyAudi





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Exclusive selected findings...

Microsoft’s Walter Sullivan believes there are prospectsfor embedded communications in the car. He said:

“ere are some markets where thereis limited ability to establish the dataconnection over Bluetooth from the car via a tethered connection...Having theembedded approach is one way to get around that.”

Hyundai’s Michael Dietz explains that the company’s

Blue Link-branded telematics solution is about more

than the technology:

“Blue Link is a telematics oering that enables us to develop a direct relationship

with our consumers. At the end of the day,it’s all about forming the relationship.”

Nearly 50% of companiesare making a substantialeort in the development of smartphone resident apps

30% of respondents said simplified

in-car app interface is themost important element of asmartphone interface whenmaking their next vehicle

purchase

46%Smartphone

resident apps

38%Embeddedapps andcomms inhead unit

32%Embeddedapps usingsmartphoneconnectivity

Companies across the telematics industryare focusing their development budget on:

80%Driver

distraction

parameters

49% Validation/ certification

29%Input controls

Standards and legislation are required ineach of the following areas:

OEMs revealed two key drivers behindstrategies to integrate apps into the vehicle:

meeting customer expectations improving product attractiveness

YouTube and

Pandora will be

able to skip Flash

entirely and begin

streaming audio

and video using

HTML5…





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Voice Recognition .................. ..................... ..................... ..... 75Gesture Control ..................... ..................... ..................... ..... 77Approaches to Increase Situational Awareness .................... .. 77User Interface Regulation ......................................................78Who Has Responsibility For Safe Operation? ..................... ..... 78Analysis of OEM strategies ................... ..................... ............ 81Solution Design and Integration Considerations .................. ..83Organizing for Success .........................................................85Regional Considerations .................. ..................... ................86PREDICTIONS/VISION ...........................................................89Convergence ........................................................................89Future Communications Technologies – 4G and LTE? .............. 91Improved Product Strategy ................... ..................... ............ 91

CONCLUSIONS ..............................................................Some predictions for the future ............................................94Prediction: The Hybrid Approach With Some Cloud Will Win! ...... 95

ASSESSMENT OF OEM SMARTPHONE APPLICATIONSAND CASE STUDIES ......................................................

Acura ...................................................................................98Audi .....................................................................................99BMW: Case Study ................................................................101BMW My Remote App ................................. ..................... ... 102BMW ConnectedDrive O ce Functions .................. .............. 103Roadside Assistance App ..................... ..................... .......... 104BMW Application Integration .................. ..................... ....... 104Chrysler .................. ..................... ..................... ................. 106Fiat .................. ..................... ..................... ..................... ... 107Ford ..................... .................... ..................... ..................... 108SYNC Versions: ................... .................... ..................... ....... 108General Motors and OnStar: Case Study .................... ........... 111Texting and Facebook in the Car ..................... ..................... .112

OnStar and Smartphone Applications ..................................113Chevrolet MyLink Smartphone Applications .......... ...............114OnStar App for Chevy Volt ....................................................115Future OnStar Services ........................................................117Hyundai: Case Study............................................................119In-Vehicle Platform ..............................................................121Smartphone Integration..................................... ................. 122Jaguar/Land Rover .................... ..................... ..................... 123KIA ................... ..................... ..................... ..................... ... 124Mazda ..................... ..................... ..................... ................. 125Mercedes-Benz Case Study .................. ..................... .......... 126Mercedes-Benz USA and mbrace .................... ..................... 126Media Interface ..................... ..................... ..................... ... 129Mercedes Europe................................. ..................... .......... 130MINI ....................................................................................133MINI Connected PlugIn .................... ..................... .............. 134Nissan .................... ..................... ..................... ................. 136Porsche ...............................................................................137Saab .................... .................... ..................... ..................... 138Smart ................... .................... ..................... ..................... 138Toyota Entune: Case Study ................... ..................... .......... 139Review of Entune’s Suite of Applications .............................. 141Approach to In-Vehicle App Development ..................... ....... 143In-Vehicle Implementation ................... ..................... .......... 143Future Developments.................... ..................... ................. 143Volkswagen .................... ..................... ..................... .......... 144Volvo Cars ...........................................................................145

APPENDIX A: SMARTPHONE MARKET INFORMATION .... Breakdown of Smartphone Market in US and Europe ........... 147What Do Customers Do With Smartphones?......................... 149

OTHER INFORMATION ..................................................

Data from Survey .................................................................151ACKNOWLEDGEMENTS ................................................

ABOUT THE AUTHOR ...................................................

Contents

INVEHICLE SMARTPHONE INTEGRATION .........................

TABLE OF FIGURES ..........................................................

FOREWORD ....................................................................

EXECUTIVE SUMMARY ...................................................

INTRODUCTION AND METHODOLOGY ............................

WHAT IS THE ‘CONNECTED CAR EXPERIENCE’ AND WHY ISIT IMPORTANT? .............................................................

Connected Car or Connected Driver?.............................. ........ 15How Does the Smartphone Change the Landscape? ............... 16What Would Seamless In-Vehicle SmartphoneIntegration Look Like? .................... ..................... .................. 16

Why Are There So Many Dierent Approaches? ...................... 18Where Does the Revenue Come From? .................... ............... 19Customer Choice? Or More Complexity?................................. 19Influence of Smartphone Solutions on the Purchasing Decision ..21Aftermarket Activities ...........................................................24

THE CONNECTED VEHICLE: PRODUCTS AND SERVICES ...Safety and Security.................................. ..................... ........ 25Remote Vehicle Monitoring and Control .................. ............... 25Remote Services ...................................................................26Electric Vehicle (EV) ..............................................................26Connected Navigation ..........................................................26Infotainment ........................................................................26Other Automotive .................................................................26Other Non-automotive ................... ..................... .................. 27How Many Apps Do We Need? .................. ..................... ........ 27How is Product Strategy Developed? .....................................30

SMARTPHONE INTEGRATION:CHALLENGES AND SOLUTIONS ......................................

A Brief History of Phone Integration Over the Ages .................32Integrating Telematics ..........................................................32Building in Hands-free ................... ..................... .................. 33Smartphone Integration Decision Framework ........................ 34Application Integration Approaches .................... .................. 35Applications Embedded in the Head Unit ..............................36Applications Based in the Smartphone .................................39RealVNC ...............................................................................39Terminal Mode .....................................................................42Remote Skin .........................................................................43Simple UI .............................................................................44iPod Out ...............................................................................45HTML5..................................................................................47

Cloud-Based Applications.....................................................48In-Vehicle WiFi Access...........................................................49Summary of Integration Methods ..........................................49Future Models of Integration .................... ..................... ........ 51Where Will Apps Be Resident in Future? .................. ............... 52Certification .................... ..................... .................... ............ 55

KEY STRATEGIC ISSUES .................................................Pace of Change.....................................................................59Whose Customer is it Anyway? ..............................................60Who’s in the Driving Seat? ....................................................62Economics ...........................................................................63Competition Versus Co-operation ..................................... ..... 65

REGULATION .................................................................Driver Distraction .................................................................69Does Inhibiting Smartphone Functionality Make It Safe? Or Just

Safer? ................... .................... ..................... ..................... . 71So, What is Distracted Driving? .................... .................... ..... 72User Interface Initiatives to Minimize Driver Distraction ......... 75Touch Screen Interface .................. ..................... .................. 75


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InVehicleSmartphoneIntegRep SF V7 Final Version