automotive electronic technology roadmaping experience in thailand
TRANSCRIPT
Automotive electronic technology roadmaping experience in Thailand
Pun-arj ChairatanaGraduate School of Management and Innovation
King Mongkut;s University of Technology Thonburi
[email protected] April 2005
Siam City Hotel
TRM Benefits
âĒ Effective communication of developed technology strategy, and support for technology planning
âĒ Examples of companies that use roadmaps: Motorola, Philips, Lucent Technologies, ABB, etc.
TRM as an integrating mechanism
Time
Market
Product
Technology
R&D programme
M 1 M 2
P 1 P 2 P 3
P 4
T 1
T 2 T 4
T 3
RD 1 RD 2 RD 4 RD 6
RD 2 RD 6
ResourcesCapital investment / finance
Staff / skillsSupply chain
Foresight
Mark
et an
alysis
Technology audit
Benchmarking
R&D man
agem
ent
Allia
nces
ManufacturingFinance
Process
Engin
eerin
gNew product introduction
Strategy formulation Risk
asse
ssm
ent
Forecasting
Skills
Strat
egy
âĒ To support the start-up of company-specific TRM processes
âĒ To establish key linkages between technology resources and business drivers
âĒ To identify important gaps in market, product and technology intelligence
âĒ To develop a âfirst-cutâ technology route map
âĒ To support technology strategy and planning initiatives in the firm
âĒ To support communication between technical and commercial functions
T-Plan: Fast-Start Technology Roadmapping
Aims
Technology roadmap architectureTechnology roadmap architecture
Performance Measures and
targets
Technology and research
Trends and drivers
Market/ industry trends, drivers, key issues and uncertainties
Evolution of required and desired functionalperformance of agriculture
Required and desired technological response, including research needs
NOW VISION+5 years +20 years+10 years +15 years
Challenges
âĒ How to start up roadmapping in the organisation?
âĒ How to keep roadmaps up-to-date?âĒâĒ How to integrate roadmapping with other
strategy and planning initiatives?
Automotive Electronics Technology RoadmappingExperience
The Case of the British Foresight Vehicle Technology Roadmap
The British Vehicle technology roadmapâĒ Department of Trade and Industry (DTI)âĒ 130 experts âĒ 60 organisationsâĒ 6 broad themes have been used to structure the
information contained in the roadmapâ Social trendsâ Economic trendsâ Environmental trendsâ Technological trendsâ Political trendsâ Infrastructural trends
Foresight Vehicle Technology Roadmapping Process
Electronics and control technological trends and driversâĒ Key performing areas: processing speed,
miniaturisation, cost and functionalityâĒ Value of electronics and software in new vehicles
will continue to increase in the following areas:â Control and intelligence â Telematicsâ Information and service provisionâ Entertainment and user interfaces
âĒ The development and agreement of standards is a key enabler
Automotive Electronics RoadmapProduct features and technologies
âĒâĒ Performance measures and targetsPerformance measures and targetsâ Sensors, software and telematics: aim to improve vehicle
performance in terms of control, safety, adaptability, functionality, reliability, intelligence, driver support and integration
âĒâĒ Key technologyKey technologyââ Advance software, sensors, electronics and Advance software, sensors, electronics and telematicstelematics
(ASSET)(ASSET)âĒâĒ Shift to softwareShift to softwareâĒâĒ Access and use of vehiclesAccess and use of vehiclesâĒâĒ Architectures and reliabilityArchitectures and reliability
Technology Evolution of Automotive Electronics
20202007 2012 20172002VISIONVISION
3 Key Technology Areas âĒâĒ Shift to softwareShift to software
â The general trends will be on vehicle design, manufacturing and use.
â Major technical areas: vehicle control, adaptability and intelligence, with system integration being of particular importance
âĒâĒ Access and use of vehiclesAccess and use of vehiclesâ Software, sensors, electronics and telematics technology will lead to
significant mobility benefits, â In terms of improved safety reductions in congestion and crime,
increasing access to mobility and greater vehicle adaptabilityâĒâĒ Architecture and reliabilityArchitecture and reliability
â Requirement of development of appropriate systems architectures and standards, with an emphasis on safety and reliability
â Long term vision leads to robust, tolerant and self-diagnosing and repairing system that is also responsive to user requirements.
Thailand Automotive Electronics Technology Roadmap Exercise 2005
Workshop 1Market
Workshop 2Product
Workshop 3Technology
Workshop 4Charting
âĒ Performancedimensions
âĒ Market / businessdrivers
âĒ Prioritisation
âĒ Product featureconcepts
âĒ GroupingâĒ Impact rankingâĒ Product strategy
âĒ Technologysolutions
âĒ GroupingâĒ Impact ranking
âĒ Linking technologyresources tofuture market opportunities
[Date] [Date] [Date] [Date]
T-Plan: Fast-Start Technology Roadmapping
Procedure
Automotive electronics defined
âĒ Defining automotive electronics in Thailandâ āļāļīāđāļĨāļāļāļĢāļāļāļīāļāļŠāļĒāļēāļāļĒāļāļ āļāļāļ· āļāļīāđāļĨāļāļāļĢāļāļāļīāļāļŠāđāļāļāļē āļĢāļ§āļĄāļāļķāļāļāļāļāđāļ§āļĢāļŦāļĢāļ·āļ
āļŪāļēāļĢāļāđāļ§āļĢ āđāļĨāļ°āļāļēāļĢāļŠāļ·āđāļāļŠāļēāļĢâĒ Electronics systemâĒ Software developmentâĒ Hardware designâĒ TelematicsâĒ Intelligent Transportation System (ITS): Infotainment
āļŠāļēāļĢāļ°āļāļąāļāđāļāļāļī, Advanced Safety Vehicle (ASV)
Market requirement
EURO3 â EURO4 (5 yrs. Gaps)Alternative fuel & engines
āļāļēāļĢāļāļāļļāļĢāļąāļāļĐāļŠāļīāđāļāđāļ§āļāļĨāļāļĄāđāļĨāļ°āļāļēāļĢāļĨāļāļĄāļĨāļāļīāļĐ
Active â preventionPassive â protectionLighting
āļāļ§āļēāļĄāļāļĨāļāļāļ āļąāļĒ
TelemeticsāļŠāļēāļĢāļ°āļāļąāļāđāļāļīāļ
Advanced Safety Vehicleāļāļ§āļēāļĄāļŠāļ°āļāļ§āļāļŠāļāļēāļĒ
Direct injection â common rail Gasoline â Hybrid â electric car
āļāļēāļĢāļāļĢāļ°āļŦāļĒāļąāļāļāļĨāļąāļāļāļēāļ
Market segmentation
âĒ 1 ton pick-up âĒ Small passenger car (Less electronic
equipment options)âĒ After market (REM)âĒ Medium/large passenger carsâĒ Bus & Truck
Market drivers I
âĒ āļāļ§āļēāļĄāļŠāļ°āļāļ§āļāļŠāļāļēāļĒ (Comforts)
â āļĢāļ°āļāļāļāļąāļāđāļāļĄāļąāļāļī (Automatic system) āđāļāļāļāļĢāļ°āļāļāđāļāļāļē, Voice recognition system
â āđāļāļāļāļĩāđāļāđāļēāļāļēāļ (Navigation) āđāļĨāļ°āļĢāļ°āļāļ Sensor āļĢāļāļāļāļąāļâ āļŠāļ āļēāļāđāļ§āļāļĨāļāļĄāļ āļēāļĒāđāļāļŦāļāļāđāļāļĒāļŠāļēāļĢ āđāļāļ āļĢāļ°āļāļąāļāđāļŠāļĩāļĒāļāļ āļēāļĒāđāļāļŦāļāļāđāļāļĒāļŠāļēāļĢ (Acoustic) āļĢāļ°āļāļąāļāđāļŠāļāļŠāļ§āļēāļāđāļĨāļ°āļāļļāļāļŦāļ āļđāļĄāļīāļ āļēāļĒāđāļāļŦāļāļāđāļāļĒāļŠāļēāļĢ āļāļēāļĢāļĨāļāļāļēāļĢāļŠāļąāđāļ āđāļĨāļ°āļāļĨāļīāļāđâ āļĢāļ°āļāļāđāļĢāļŠāļēāļĒ (Wireless system) āđāļāļ āļĢāļ°āļāļāļāļ§āļāļāļļāļĄ
Market driver II
âĒ āļāļēāļĢāļāļĢāļ°āļŦāļĒāļąāļāļāļĨāļąāļāļāļēāļ (Fuel economy)
â āļāļēāļĢāđāļāļēāđāļŦāļĄāļāļāļāđāļāļĢāļ·āđāļāļāļĒāļāļâ āļāļēāļĢāđāļ Electronic control, EGM, ECU
â āļāļēāļĢāđāļāđāļāļĢāļ·āđāļāļāļĒāļāļ Hybrid āļāļēāļĢāļĄāļĩāļĢāļāđāļāļāļē āļŦāļĢāļ·āļ Alternative fuel engine
â Control by wire
â āđāļāļāđāļāļāļĢāļĢāļĩāđ 42 Volts
Market driver III
âĒ āļŠāļēāļĢāļ°āļāļąāļāđāļāļīāļ (Infotainment)
â I/O device:
â High Bandwidthâ Voice interfaceâ GPRSâ Acoustic designâ Wind screenâ Driver and passenger modes
Market driver IV
âĒ āļāļ§āļēāļĄāļāļĨāļāļāļ āļąāļĒ (Safety)
â Security and safety alarm: āļāļąāļāļāđāļĄāļĒâ Sensors: Image, distance, speedâ Processor and software
Market driver V
âĒ āļāļēāļĢāļāļāļĢāļļāļąāļāļĐāļŠāļīāđāļāđāļ§āļāļĨāļāļĄāđāļĨāļ°āļāļēāļĢāļĨāļāļĄāļĨāļāļĐāļīâ Rule and regulationâ Engine management system: ECM, ECU, EGR, Denox,
SCR/CAT etc.â Noise and air pollution: ELV (End of life vehicle)
âĒ Free trade (Global competition)â One market condition: ASEAN
âĒ Thailand gains competitive position among ASEAN competitorsâĒ China and India represent certain level of treat
âĒ Key competitors: â AFTA countries: Malaysiaâ New & Emerging competitors: China (potential
competitor) & Indiaâ Taiwan: car radio (focus on after market in the USA)
Identify competitors
Competitors Strengths & WeaknessesâĒ Strengths
â Technology developmentâ R&D (roles of R&D utilisation)â Economy of scale: market access, priceâ Supporting infrastructure: testing centre, quality assuranceâ Creditability: (leading competitors) Trust, branding etc.â Logistics
âĒ Weaknessesâ Low quality (emerging competitors)â Reliabilityâ Political atmosphere (some countries)â Investment promotion
Strategic implication
âĒ R&DâĒ Knowledge creation (Know how)âĒ Government supportâĒ Corporate investment policyâĒ Domestic marketâĒ Absorptive capabilityâĒ Knowledge transfer
StrengthsâĒ Social
â Livable atmosphereâ Life style (demand of automobile)
âĒ Technologyâ Sufficient knowledge workers in the fields of electronics and computer scienceâ Good manufacturing technology
âĒ EnvironmentâĒ Economic
â Lots of multi-national OEMâsâ Strong automotive production base of the worldâ Good environment to do business
âĒ Politicalâ Strong political will: Detroit of Asia policy, Knowledge-based society
promotionâ Political stability
WeaknessesâĒ Social
â Lack of trust in Thai technology productsâ Lack of systematic thinking and problem solving skillsâ Communication & language barriersâ Education system: Mismatch between demand and supply
âĒ Technologyâ Lack of industrial infrastructure: testing labs, certify bodiesâ Lack of R&D activities in automotive electronicsâ Lack of ICT infrastructure
âĒ Environmentâ Lack of law enforcement â Lack of green incentive
âĒ Economicâ Insufficient IPR systemâ insufficient industrial linkage between automotive and electronic sectors
âĒ Politicalâ Lack of specific governmentâs support on automotive electronicâ Good governance problem
OpportunitiesâĒ Social
â Increasing demand in smarter car among new generationâ Growth of automobile sector
âĒ Technologyâ Technology convergence: exploitation of new and existing technologies in
emerging sectorâ Exploitation of RTOâs and Universities within the manufacturing proximities
âĒ Environmentâ Emission, safety standard, and fuel economy
âĒ Economicâ Attractiveness for investorsâ As global pick-up manufacturing base (Good manufacturing infrastructure)â FTA (USA and Australia markets, etc.) and AFTA
âĒ Politicalâ Expansion of car export value policy
ThreatsâĒ Social
â Increasing number of commuter using public transportationâĒ Technology
â No representatives in international standard control bodiesâ Technology follower
âĒ Environmentâ Non tariff barrier: EU, USA or Japan
âĒ Economicâ Economic uncertainty: fuel prices, terrorism, tax systemâ FTA: China & India
âĒ Politicalâ Policy conflicts
Next steps
âĒ Identify key product featuresâĒ Identify key technologiesâĒ Develop Automotive electronic technology
roadmap