drive 2 digital november 2012
DESCRIPTION
Over 300 delegates attended Drive 2 Digital; including broadcasters, vehicle manufacturers, receiver manufacturers and retailers. The audience heard about digital radio progress in-cars, including Ford of Britain's announcement to make their aftermarket adapter available through 650 dealers and the IMI's launch of their accredited digital radio installer scheme. Chaired by Nick Higham, the conference included the following highlights: • The Broadcast Minister Ed Vaizey confirmed that Government would make a switchover announcement in 12 months time and hailed the great progress on coverage, content and cars. • The outgoing BBC Director of Audio and Music Tim Davie addressed the conference giving an upbeat update on the success of the BBC digital stations which have all recorded audiences of over 1 million, including Olympics pop-up station BBC Radio 5 live Olympics Extra. Tim confirmed that BBC National DAB coverage has been extended to 94% and will be built out to 97% including all motorways and major roads. • Anthony Ireson, Marketing Director at Ford of Britain announced that the majority of their new cars already come with digital radio as standard and that they are launching a behind the dashboard adaptor through their 650 dealers that would enable any Ford car to be converted to receive digital radio. Citroen also announced a digital adapter to be sold through their dealerships Ford and Citroen join Vauxhall , VW , BMW and Mini in doing so. • Ford Ennals, CEO of Digital Radio UK launched the new industry wide campaign featuring digital radio evangelist D Love [see below]. D Love is a new character who will be spreading the love for digital radio and will be featured in a new campaign on BBC TV, BBC radio and commercial radio. The BBC TV trails introduce D Love from mid-November and will be followed a week later on radio. D Love was a big hit at Drive2Digital and has already gone viral and appeared on Radio 4's World at One. • Sarah Sillars from the IMI launched a training and accreditation scheme for installers who fit digital radios. The scheme is open to any installer and the IMI is now able to approve accreditation centres who want to offer the scheme. For more info please visit the IMI website.TRANSCRIPT
Auto Start-StopQuickclear Windscreen Traffic Sign Recognition
26%
50%
26%
40%
48%
10%
0% 20% 40% 60% 80% 100%
Industry
Ford
DAB Standard DAB Option Not Available
2010 Ford C-MAX2008 2011 All-New Ford Focus
over the last 4 years
Q3 2012
STANDARD
OPTION
NOT AVAILABLE
CONCEPT PRODUCTION
CONCEPT PRODUCTION
Thatcham Category 1 Alarm Ford Eco Mode driver information system Trip Computer
Design Steel Wheels – 5 spoke Body-colour door handles 16” 5x2-spoke alloy wheels
Quickclear heated windscreen Front fog lights Leather-trimmed 4-spoke steering wheel
Chrome finish on upper door line Sports-style front seats Lumbar support on driver seat
17” 10x2-spoke alloy wheels
Premium centre console with armrest Sports Alloy pedals Sports suspension Full body styling kit Rear
lights with LED technology Ford Power Starter button Heated door mirrors Body colour rear sports spoiler
Cruise control with speed limiter Auto headlights, rain sensitive
windscreen wipers and auto dimming rear view mirror Dual-zone Electronic Air Temperature Control (DEATC)
air conditioning LED interior ambient lighting High gloss black upper and lower grilles Chrome door
release lever Aluminium finish front scuff plates Footwell courtesy lights Rear seat folding armrest
Leather gearshift knob Electrically operated rear windows
Hill Start Assist Active Park Assist, including front and rear parking distance sensors
Bi-Xenon headlights Front LED day running lights Partial Leather trimmed seats with heated front seats
Power operated driver seat Power folding door mirrors Deflation Detection System (DDS)
of radio listening
DAB RADIO
ESSENTIAL NICE TO HAVE
Quality installation at an affordable price
‘Black box’ solution fitted in less than an hour
650 Ford Authorised Repair Centres
2.3 million Ford customers for DAB
Ford B-MAX All-New Ford Kuga
MyFordTouch
DAB available on 90% of the Ford range
DAB engineered into future product launches
Aftermarket solution from December 2012
We’re ready and waiting…
•
•
•
•
3%
7% 8%
11% 12% 13%
18%
0%
5%
10%
15%
20%
Dec/Jan Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
’
Sarah Sillars OBE FIMI
IMI Executive Chair
Launch of ATA DAB
Radio Installation Technician
’
Consumer Impact• Customers can buy a new vehicle
with DAB built-in as standard
• Will affect all other vehicle users:
• New audio unit
• Audio adaptor unit
• Customers need confidence:• Quality of work
• Technician skills & competence
What is involved?• More than replacing
your radio• Remove & replace trim
• Antenna placement
• Install electrical
components
• Integration with vehicle
systemsNeed appropriately skilled
automotive technicians to
complete the job
What does the consumer need to look for?• Approved Installer
• Employing ATA Technician in Digital Audio Broadcasting
• Proven they are capable
• Professionally Registered - credible
• Adhere to a code of conduct providing consumer with
confidence
• ATA Technician in Digital Audio Broadcasting• Developed with industry, for industry
• Specific to DAB Radio Installation
• Recognition of skills, knowledge and competence
• First Technicians achieved
Moving Forward
• With big numbers come big challenges
• 31.3 million in Vehicle Parc
• Consumers need to be confident in Technician
• ATA DAB provides proof of competency
• Assessment Centres
• Competent Technicians
• Consumer Awareness
Route for the Consumer
Find an
Approved
Installer
Book
Appointment
ATA DAB Technician
completes
installation
Satisfied
Customer
Consumer need
for radio
switchover
ATA Digital Audio Broadcasting is now
open to all installers.
Speak to the IMI to find out more.
Digital Radio in the Aftermarket
Clive West, Digital Director, Halfords
1.8millionwefits
???%Sales Growth23%
Of Total Sales
Discussion…
‘Converting the vehicle parc’
ë
DAB IN ASIA-PACIFIC
99
DAB WORLDWIDE
SOURCE: WWW:WORLDDAB.ORG
100
DAB IN EUROPE
SOURCE: WWW:WORLDDAB.ORG
101
Facts
77,8 % of all Germans listen to
radio every day*
Average listening while driving
31 min per day*.
Time Spent Listening 240 minute
per day*.
© 2012 cepolina.com
*ma 2012 Radio II, older than 10 years104
Facts
Digital Radio One national multiplex and several
regional and local multiplexes.
Joint committees between
broadcasters, manufacturers etc.
Website: www.digitalradio.de
(available in English).
© 2012 digitalradio.de
105
Status30.11.2012
Coverage
DAB+ total
Reception area 79,23%
Population coverage 87,78%
© Bundesamt für Kartographie und Geodäsie,
Institut für Rundfunktechnik
Mobile outdoorPortable indoor
106
Stations
DAB+ total
130 digital radio stations and 1
data channel
In particular
117 regional and local radio stations
13 national stations and 1 data channel
107
StationsHighlights
90elf
Football radio station.
Kiraka
Station only for children.
Deutschlandradio
PAD and N-PAD.
Media Broadcast
Data channel with exclusive
content.
108
Marketing
Coordination of all marketing activities
between ARD, Deutschlandradio und
DRD Digitalradio GmbH.
3 sales people to support retailers.
Marketing packages for retailers.
109
Challenges
Euro-Chip.
European regulation to foster Digital
Radio.
Starting a second national multiplex.
Securing the long term financing for
broadcasters.
110
Questions
Helmut G. Bauer
Digital Radio Analyst
Rechtsanwalt
Am Stachelshäuschen 3
D - 51107 Köln/Cologne
Tel: +49 221 98 62 18 6
Fax: +49 221 98 62 18 7
Mobile: +49 175 16 46 51 1
E-Mail: [email protected]
Skype: helmutg.bauer
111
GarminThe Global Leader in Personal Navigation Devices
• Worldwide company:
– Over 9,300 associates
– Nearly16 million units in 2011
– Expected 2012 revenue $2.8B
• Strategic emphasis on:
– Market segmentation
– Vertical integration
First sat-nav with DAB/TPEG Trafficdezl - 7” Commercial truck sat-nav
DAB
Smartphone
Link
Strong consumer demand for traffic
information:– 90% Germans use traffic
information*
– 80% UK customers would purchase new Digital Traffic Service**
Traffic is a ‘Killer App’ for sat-navs.
...Other services
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Germany UK
*Source: GfK, 12 months to August
**Source: Garmin survey, September 2013
What can Digital do that analogue
can’t?
300 traffic messages 3000 traffic messages
Analogue Digital
1. Exact, pinpointed traffic information
2. Show all traffic reports
3. Faster updates
4. The right model:
Quality Traffic - Lifetime FREE of SUBSCRIPTION
Digital is the future for traffic
...We still need better DAB signal strength & coverage
0
10
20
30
40
50
60
70
80
90
100
Q1 2004 Q1 2006 Q1 2008 Q1 2010 Q1 2011Q2 2011Q3 2011Q4 2011Q1 2012Q2 2012
RAJAR, 3 months, 15+
% o
f a
du
lts
list
enin
g t
o
rad
ioRadio in-car is stronger than ever
Connected car – opportunity & threat
Source:: SBD consulting
Fast forward to driverless cars
Apps are key for smartphones
• 54% of adults (12.8m) own a smartphone
• 82% of these downloaded at least one app
• 35% downloaded a radio app
Source: MIDAS November 2011
Base: All Respondents
Nov 2011: Unwed Base = 1,614, Wgt Base = 23,410
Radio apps are heavily used
45
14
21
13
At least once a week About once a month Less often Never
124
Source: MIDAS November 2011
Base: All smart phone owners who have downloaded a radio app
Nov 2011 15+: Unwed Base = 312, Wgt Base = 4,483
Nov 2011 15-34: Unwed Base = 113, Wgt Base = 2,934
Nov 2011 35-54: Unwed Base = 154, Wgt Base = 1,348
How often do you use the radio apps on your phone?% of mobile phone users who have downloaded a radio app
Options for apps in-car
• Simple playout
• Tethered
• Embedded
Significant Barriers
1. No common standard for tethered/embedded apps
2. 3G/4G coverage and costs
3. Business models (people want it free)
4. Ease of use and safety
Next Steps
1. Standardise technology for integrating apps and adapt them for in-car
2. Build UK Radioplayer as the must-have radio aggregator for the UK
3. Build hybrid FM/DAB/IP services in-car
Station Apps
’