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Page 1: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

Strategy Analytics, Inc 1

Automotive Infotainment & Telematics

March 24, 2017

Page 2: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

RICHARD ROBINSON

March 24, 2017 Source: Infotainment & Telematics Service 2

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

[email protected]

Page 3: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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.

Page 4: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 5: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 6: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

$$$

Page 7: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 8: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 9: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 9

TELEMATICS IS A VALUE ADD

MORE OEM’S 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

* GM’s 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

Page 10: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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+ =

Page 11: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

February 28, 2017 Strategy Analytics, Inc. 11

HARDWARE IN MARKET (CUMULATIVE)

OEM EMBEDDED TELEMATICS - GLOBAL

Source: Strategy Analytics Infotainment & Telematics Service

Page 12: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

February 28, 2017 Strategy Analytics, Inc. 1212

ACTIVE SUBSCRIPTIONS (CUMULATIVE)

OEM EMBEDDED TELEMATICS - GLOBAL

Source: Strategy Analytics Infotainment & Telematics Service

Page 13: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

February 28, 2017 Strategy Analytics, Inc. 13

IN-ACTIVE SUBSCRIPTIONS (CUMULATIVE)

OEM EMBEDDED TELEMATICS - GLOBAL

Source: Strategy Analytics Infotainment & Telematics Service

Page 14: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

February 28, 2017 Strategy Analytics, Inc. 1414

INACTIVE SUBS = DEAD $$$

OEM EMBEDDED TCU’S (UNITS/REVENUES)

Source: Strategy Analytics Infotainment & Telematics Service

Over $19 Billion wasted 2011 2017

Page 15: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 15

TELEMATICS 2.0: IT’S TIME FOR CHANGE…

1)Identify Growth Opportunities

2) Update the Domain Architecture

3)Rework the Business model

Page 16: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

WHAT’S 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

Page 17: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 17

SOFTWARE RECALLS

Page 18: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 19: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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…

Page 20: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 21: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

Page 22: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

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

ption

s (

00

0's

)

North America Europe

South Korea Japan

China India

Russia Brazil

Telematics 1.0

Leading Regions:

➢ North America: Market Driver - Single Market

➢ Europe: Market Driver – eCall

➢ China: Market Driver – Biggest Global Car market

Global Active subscriptions will exceed 250 Million by 2022

Page 23: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 23

OEM EMBEDDED TELEMATICS

CELLULAR MODEM SHIPMENTS - GLOBAL

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Un

its (

00

0's

)

2.5G 3G 4G/LTE 5G

Telematics Forecast 2015 vs. 2023 (18.8 Mil. units 78.6 Mil. units)

• 2.5G Network: 7.4 Mil units in 2015 to 0K units from 2020

• 3G Network: 8.4 Mil in 2015 units to 13.7 Mil units in 2023

• 4G/LTE Network: 2.8 Million units in 2015 to 58 Mil units in 2023

• 5G Network: 5.6 Million in 2023

Page 24: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 24

SOFTWARE MANAGEMENT

The Auto Industry was built around producing and selling cars

NOT

Delivering secure software and services

Page 25: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 25

DIGITIZATION

Space Shuttle:

500,000 lines of code

Mercedes S Class:

100 million lines of code

Boeing 777:

3-4 millions lines of code

Page 26: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 26

SOFTWARE MANAGEMENT

SUPPLIER ACQUISITIONS - SUMMARY

Tier 1s are rapidly building software development expertise to remain relevant. More acquisitions will likely

occur as OEMs & Tier suppliers compete and tech

companies (e.g. Google, Apple, Cisco, Oracle, IBM)

make headway in the connected car marketplace.

Half of Visteon’s 4,000 employees are focused on automotive cockpit

software.

Interest increasing in other software companies with automotive software expertise and products:

Page 27: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 27

SOFTWARE MANAGEMENT

CURRENT & FUTURE…

1st Generation 2000s

• No OTAs• Limited to IVI• High Friction for

Consumer• OBD II for ECU Flashing

• Entire vehicle can be updated through multiple ECUs

• Vehicle fully part of IoT

3rd Generation 2020 2nd Generation 2010 2019

• Limited OTA for TCU and IVI systems

• USB still mainly used• Wired OBD II & Ethernet for

Powertrain/Safety updates

OBD IIOBD II

Page 28: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 28

OTA OEM IMPLEMENTATION

OEMTelematics

Control UnitInfotainment

SystemPowertrain/

Safety All ECUs

2020

2020

2020+

2020+

2020

Late 2016

Late 2016Late 2016

Late 2016

2017

2020+

TBD TBD

TBD

TBD

TBD

TBD

TBD

2017

2017

2018

2017

2020+

TBD TBD TBD

TBD TBD2017

2017 2017

TBD

TBD

TBD TBD

TBD

In 2017?

Page 29: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

March 24, 2017 Source: Infotainment & Telematics Service 29

CONCLUSIONS

➢ No subscriptions!

➢ OEMs need to resolve privacy and security issues

➢ Manage real-time, on-board/off-board data acquisition and management challenges

➢ Empower customers and dealers with access to data

➢ Secure and anonymize data appropriately

➢ Find data partners, as necessary

Page 30: Automotive Infotainment & Telematics - Cambridge … · on automotive cockpit ... Automotive Infotainment & Telematics March 24, 2017. Title: Designing a Robust In-Vehicle HMI Author:

Strategy Analytics, Inc 30

Automotive Infotainment & Telematics

March 24, 2017


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