MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. FESTA Nomadic Device Workshop Field Operational Tests (FOT) – Perspective from MEDION as a ND manufacturer

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE.

FESTA Nomadic Device Workshop

Field Operational Tests (FOT) –Perspective from MEDION as a ND manufacturer

Mark Jendrzok, Brussels, December 10th 2007

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. 2

Nomadic Device Manufacturers(example: MEDION AG, Germany)

Potential benefits of FOT‘s for the Nomadic Device Industry

Outlook of future Nomadic Devices

Stakeholders’ FOT benefits

Conclusion

Agenda

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. 3Company_and_Products


Nomadic Devices

Example: MEDION AG’s Nomadic Device history

• In 2003 MEDION presented its first portable navigation system on the market (based on Pocket PC + external GPS)

• MEDION is developing its own hard- and software since 2005• therefore an internal evaluation team has been built up as part of

the quality management• the GoPal® series represents a dedicated Nomadic Device product

range that combines hard- and software having the goal to result in a more intuitive & overall beneficial product

History and positioning in the market


Nomadic Devices

Example: MEDION AG’s Nomadic Device Research & Development manners

• very fast iteration cycles allow feature trials in the consumer market, making it possible to quickly judge about their benefits and whether they should be followed up in future iterations

• next to market response & presstestings only little professionalfeedback is given in this veryyoung product category

• therefore, R&D in the NomadicDevice consumer markethappens to be a kind of “trial & error” approach

Anti-theft protectionDay/night display

SOS call (location statement)Infrastructure of a city

Advice of an emergencyWeather conditions

Hands-free kitCar-finder

Integrated Vignette, toll, Parking ticketData memory

RadioDisplay (color adjustable)

MP3Direct access between navigation device

Mobile phoneProjection of the display in the windshield

Parking aidDictating machine

Traffic rulesMaintenance rates

DVDExchangeable front covers

CB-radioAlcohol tester

GamesAudio book

Example: survey about car drivers‘ likes and dislikes

History and positioning in the market


Field operational tests

Possible benefits that FOT’s could provide for the Nomadic Device industry

• Field operation tests could for the first time provide a very objective & realistic overview of the Nomadic Device market as well as its particular feature-sets and acceptance level

• helping especially those companies who are new players in the market and/or do not have their roots in the automotive industry

• providing a much larger scale than isolated company-internal market reviews and press reviews that usually happen on a national level

What would be different to the status quo?

+ + + = enough??

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. 7Outlook of Nomadic Devices


Nomadic Device Trends in 2008

Core Features

• bigger screen sizes (4.x”/5” and up) will get an increasing market share

• slim form factors, allowing easy detachment from the vehicleand mobility (low weight, autonomy through long battery life)

• Dynamic Traffic services (TMC etc.) will get more and more a commodity feature (already high implementation rate in Germany)

• Computing performance getting much better in Nomadic Devices, allowing to process many other features & applications in parallel

• many devices will support text-to-speech engines (naming city and street names) as well as speech recognition (for voice destinationentry and even a complete control ability of the user interface)

5“

Foreseeable technologies in 2008‘s Nomadic Devices

TTSASR



Connectivity

• several devices will be available with integrated GSM modules(allowing voice communication & bi-directional data transfervia GPRS or even high-bandwith HSDPA)

• Bluetooth v3.0 will include a dedicated PND profile (“PNP”) forNomadic Devices, providing standards for low-range wirelessimage transmission and control methodologies, e.g. for displaying the map screen on the in-built OEM head unit andcontrolling it via in-dash or steering wheel button controls)

• WiFi in order to connect devices more easily in the household,allowing fast content transmission and internet connection (e.g., for downloading current weather & traffic informationfor pre-planning the trip)




Convenience

• using the Nomadic device for other convenient applications such as:

- permanent cruise control (including speed advisory & traffic information along the estimated route)- night vision support (through a camera on the back side)- multiple lane assistance & collision avoidance (connecting to the car’s inbuilt park distance control in order to make it visible; in addition, autonomous collision detection in front of the vehicle also possible/reasonable?) - car to car sensing and communication- premium traffic services (either 3rd party or community based)- driver hypo vigilance warning?- blind spot monitoring?


FCD

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. 11Benefits of Field Operation Tests


Objectives of the FOT’s

Effectiveness of the Nomadic Devices in regard of Safety measures

• How much do Nomadic Devices already follow recommendations for safer and more intuitive products? (e.g., ESoP 2006)

• Which possibilities do Nomadic Devices offer in regard of a safe integration into the vehicle (especially in regard or crash scenarios)?

- measures for good or bad windshield mounting- possibilities to have a better dashboard integration- possibilities to connect the device to line-fit OEM head units

What must Field Operation Tests provide?



Impact of Nomadic Devices on the car driver

• How big is the acceptance level of the car driver? (quantifiable?)

• What are the most used beneficial functionalities, which “features” are not needed but only confuse the drivers and distract them?(MP3 & Video players, in-built TV reception etc.)

• How do Nomadic Devices change the way the driver iscontrolling his vehicle in the whole traffic ecosystem?

- influence on driver’s overall concentration level- increase or decrease of potential accidents risks (benefits of Nomadic Devices vs. their potential threats)- how beneficial is text-to-speech and voice recognition in order to keep the view on the road and the hands on the steering wheel?




Benefit of Safety and Efficiency functions

• Are the existing Nomadic Devices’ safety features good enough?

• Where can Nomadic Devices help to integrate safety and efficiency functions into vehicles more easily and faster?

- eCall can be supported in Nomadic devices, combining GPS with GSM and helping the automotive industry to more easily include the eCall in entry-level and mid-range cars until 2011- how helpful are first aid videos that show the right behaviour in case of emergencies?- how good are the offered location based services so far?- how sufficient does Bluetooth-based handsfree call support work?


911



Intelligent Transport systems

• How good do the offered TMC premium services work?

• What is the impact on the first offered community-based traffic services?

• Can Nomadic Devices contribute to Traffic Shaping?

• Does the use of ND’s actively help to reduce CO2 emissions? (by having less routing mistakes and especially ergonomic route calculations as a compromise between shortest, fastest and least crowded routes)

• Would a community-based traffic service which is not bound to a specific device or brand help to provide better accuracy of traffic data?



Benefits of the FOT’s for…

Nomadic Device manufacturers

• How big is the acceptance level of the car driver?

• What are the mostly used beneficial functionalities, which “features” are not needed but only confuse the drivers and distract them?

• How do Nomadic Devices change the way how the driver is controlling his vehicle in the overall traffic ecosystem?



Automotive industry

• Providing an objective insight into today’s Nomadic Devices quality

• Potentially giving OEM’s better (or worse?) confidence level about part-integrating Nomadic devices and cooperating with their manufacturers(in most cases possibly on a Tier-2 base)

• Identifying the good solutions from Nomadic Devices in order to derive them for the own OEM products, especially entry-level and mid-range vehicles

• Giving the European automotive industry an aid to select the right time-to-mark solutions in order to keep their cars attractive and competitive over a longer period of time (keyword: flexible upgradeabilities)



Customer base (car drivers)

• Need to get better understanding of the Nomadic Devices market

• Increasing the awareness of good and bad solutions, especially in regard of safety and transport efficiency

• Providing an understanding to the customer where the differences are between a Nomadic Device which has been already crash-tested and is providing good documentation versus a cheap imported product without a good instruction manual and non-optimised HMI



The European industry

• Strengthening the whole European market by

- helping European Device Manufacturers improving their devices (by providing better benchmarks and even critical feedback)

- outlining potential solutions for the automotive industry (by showing out the good solutions for a fast in-vehicle adoption)

- increasing the consumer awareness of good & efficient solutions (by identifying the benefits and therefore increasing market demand)

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. 20Conclusion


Conclusion

Field Operational Tests of Nomadic Devices could help driving the awareness on vehicle driver side in regard of their potential & safety

Like for other grown-up industries, also the Nomadic Device industry needs to have certain measurements and benchmarks which only can be created with field operation tests (and only by independent, no press-related parties)

FOT’s require the support from Nomadic device manufacturers as well as other potential industry stakeholders (automotive industry, network operators) identifying the right perspectives to look at and to judge on

It must be clear to the Nomadic Device industry as well as other European industry stakeholders what the FOT results can be used for

FOT’s have probably to be revised over the time due to the fast product change cycles (taking first results into consideration)!

MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. Thank_You

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MEDION CONFIDENTIAL. DO NOT COPY OR DISTRIBUTE. FESTA Nomadic Device Workshop Field Operational Tests (FOT) – Perspective from MEDION as a ND manufacturer