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October 23, 2014 Strategy Analytics, Inc 1 Automotive Infotainment & Telematics NVIDIA Munich 2014

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October 23, 2014 Strategy Analytics, Inc 1

Automotive Infotainment & TelematicsNVIDIA ‐Munich 2014

RICHARD ROBINSON

October 23, 2014 Strategy Analytics, Inc 2

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

Source: Infotainment & Telematics Service

SA SERVICES OVERVIEW

October 23, 2014 Strategy Analytics, Inc 3Source: Infotainment & Telematics Service

INFOTAINMENT & TELEMATICS DESIGN TRENDS

October 23, 2014 Strategy Analytics, Inc 4

2nd Generation 1998  2006

Display

CD Changer

Head unit

Navigation

Phone ECU Sat Radio

Amplifier

Distributed Architecture e.g. MOST

$$$$

Display

Connectivity ECU

Head unit

Telematics ECU

OR

Native and Phone based apps – Hybrid solution

Cloud

4th Generation 2010 

3G 4G

$$

Connectivity ECU

Telematics ECUOR

3rd Generation 2005  2010

Head unit& Display

Navigation

Amplifier

Headunit Integration

$$$

Source: Infotainment & Telematics Service

EMBEDDED MODEMS REGIONAL SHIPMENT VIEW

October 23, 2014 Strategy Analytics, Inc 5

0

20,000

40,000

60,000

80,000

100,000

120,000

Uni

t Shi

pmen

ts (0

00's

)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

North America Europe South Korea Japan China

India Russia Brazil Rest Of the World Non Connected

Source: Infotainment & Telematics Service

October 23, 2014 Strategy Analytics, Inc 6

OEM TELEMATICSCELLULAR MODEM CHOICE – GLOBAL SHIPMENTS

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

Uni

ts (0

00's

)

2.5G

3G

4G/LTE

• Telematics ECU Modem Shipments 2014 vs. 2021 (15.3 Mil. units  66 Mil. units)– 2.5G Wireless Network: 9.4 Mil units in 2014 to Zero (by 2020)– 3G Wireless Network: 4.1Mil units in 2014 to 40.5 Mil units in 2021– 4G Wireless Network: 1.6Mil units in 2014 to 25.7 Mil units in 2021

Source: Infotainment & Telematics Service

AFTER THE CAR IS CONNECTED….WHO IS THE MAIN ‘WINNER’??

October 23, 2014 Strategy Analytics, Inc 7

OEM? Driver?

Winner! Winner

OR

Source: Infotainment & Telematics Service

October 23, 2014 Strategy Analytics, Inc 8

Device Maker? Device Owner?

Winner! Winner

OR

AFTER THE CAR IS CONNECTED….WHO IS THE MAIN ‘WINNER’??

Source: Infotainment & Telematics Service

TELEMATICS: THE BMW EFFECT?DON’T PUT UP BARRIERS TO ADOPTION!

October 23, 2014 Strategy Analytics, Inc 9

OEM Connectivity Solution Network Speed TSP Carrier Free trial

BMW - BMW Assist Embedded GSM 2.5G WirelessCar, Agero AT&T 10 Years

Chrysler Uconnect Embedded CDMA 2.5G WirelessCar,

Airbiquity Sprint 6 Months

Ford - EV Focus Embedded GSM 2.5G Airbiquity, Acuity AT&T 4 years

GM - OnStar Embedded CDMA

2.5G Proprietary, Convergys, Airbiquity Verizon 1 Year

GM - OnStar For My Vehicle Embedded GSM 4G/LTE Proprietary,

Convergys AT&T 5 Years

Hyundai - Blue Link Embedded CDMA 2.5G Agero, Aeris, TCS Sprint 1Years

Infiniti Connection Embedded GSM 2.5G Agero, Airbiquity AT&T 1 year trial

Mercedes Benz - mBrace2 Embedded CDMA 3G Hughes Telematics Verizon 6 Months

Toyota/Lexus - Enform with Safety Connect

Embedded CDMA 2.5G Agero Verizon 1 Year

?

?

??

?

?

Source: Infotainment & Telematics Service

SO…WHAT HAPPENS IF NOTHING CHANGES?

October 23, 2014 Strategy Analytics, Inc 10Source: Infotainment & Telematics Service

HARDWARE IN MARKET (CUMULATIVE)OEM EMBEDDED TELEMATICS - GLOBAL

October 23, 2014 Strategy Analytics, Inc 11

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

2011 2012 2013 2014 2015 2016 2017 2018

Units (0

00's)

Hardware in Market

Source: Infotainment & Telematics Service

October 23, 2014 Strategy Analytics, Inc 12

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

2011 2012 2013 2014 2015 2016 2017 2018

Units (0

00's)

Hardware in Market

Active Subs

ACTIVE SUBSCRIPTIONS (CUMULATIVE)OEM EMBEDDED TELEMATICS - GLOBAL

Source: Infotainment & Telematics Service

October 23, 2014 Strategy Analytics, Inc 13

IN-ACTIVE SUBSCRIPTIONS (CUMULATIVE)OEM EMBEDDED TELEMATICS - GLOBAL

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

2011 2012 2013 2014 2015 2016 2017 2018

Units (0

00's)

Hardware in Market

Active Subs

Inactive Subs

Source: Infotainment & Telematics Service

INACTIVE SUBS = DEAD $$$OEM EMBEDDED TELEMATICS (UNITS/REVENUES)

October 23, 2014 Strategy Analytics, Inc 14

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2011 2013 2015 2017

Revenu

es (U

SD M

illion

Units (0

00's)

Revenues Units

Over $4 Billion wasted in 2017 aloneOver $12 Billion wasted 2011  2017

Source: Infotainment & Telematics Service

CONVERGENCE OF INFO/TELEMATICS & SAFETY

October 23, 2014 Strategy Analytics, Inc 15

1. Connectivity: Embedded and brought in2. Infotainment: The big screen, in‐vehicle experience3. Smartphone Connections: Personal content, apps, authentication

We NEED solutions to address:Privacy Security LiabilityRecalls

Personalization

PrivacySecurity

Source: Infotainment & Telematics Service

CONTEXTUAL AWARENESS

October 23, 2014 Strategy Analytics, Inc 16

We have increasing reliance on:• LIDAR, RADAR and LTE• Cameras• Contextual awareness with the objective 

of collision avoidance• Integration/convergence of safety and 

infotainment systems

…Most of these systems have COMPLEX software…!

Source: Infotainment & Telematics Service

NEW VEHICLE OWNERSHIP PARADIGM

October 23, 2014 Strategy Analytics, Inc 17

• Connected Car = Always fresh = Reduce Risk– Content – Apps – Maps – Feature/function add‐ons, updates – Collision avoidance & airbag algorithms: High Priority– Safety Systems: High Priority

Source: Infotainment & Telematics Service

LEARNING FROM OUR MISTAKES…DETROIT, WE HAVE A PROBLEM!!

October 23, 2014 Strategy Analytics, Inc 18

Mechanical Recalls shift to Software Related Recalls 

(in the US)

Source: Infotainment & Telematics Service

MAP: FOR NAVIGATION USAGE….

October 23, 2014 Strategy Analytics, Inc 19Source: Infotainment & Telematics Service

MAP: AS BROWSER

October 23, 2014 Strategy Analytics, Inc 20

FacebookTwitterLinked‐In

POI’sEvents

Dealer Contact ‐ CRMTraffic

CloudSocial Loc. Serv.

Google EarthStreet View

FuelParkingTraffic

NavigationRed Light CameraAccident hotspotsCurve warningWeatherTraffic

ADAS

Source: Infotainment & Telematics Service

BEHIND EVERYTHING….$/£/Y/EURO

October 23, 2014 Strategy Analytics, Inc 21

• Global:– $60B/$300B in annual unperformed service– $40B/$300B in collision aftercare– $340B/$1T in schedule/unscheduled maintenance performed

Big, Important, Profitable Business!

Source: Infotainment & Telematics Service

CONCLUSIONS

October 23, 2014 Strategy Analytics, Inc 22

• Safety, Security, CRM: Are becoming the priority

• Safety and Infotainment are Converging: But safety is the more important purchasing priority for the customer

• Managing, maintaining customer content: e.g. apps etc. in/from the cloud (or phone)

• Browser‐based in‐vehicle systems• Contextual awareness• Software updates

Source: Infotainment & Telematics Service

October 23, 2014 Strategy Analytics, Inc 23

Contact:Richard [email protected]