Duncan BurrellConnected Services and Solutions Organisation

Droidcon 10th April 2013

22

Objectives

• Developing for the automotive environment and

Fords strategy for industry wide standards

• Appropriate and safe in vehicle Apps/experiences

• Consumer insights

• Using the AppLink SDK and example development

timelines

• Working with Ford

Demand growth for mobile

devices and applications

3

Mobile devices and applications are globally ubiquitous and highly integrated

into our customers’ lives.

Source: KPCB Internet Trends study; CNET.com; http://tinyurl.com/cftu8pq, Localeze/15 Mile study local search usage

Mobile

usage is

growing

Mobile internet traffic has eclipsed desktop traffic and has grown 2.2x in last 1.5 years

Nearly as many mobile devices (5.3B) as people on the planet (6.8B)

>4.3 million visits to Ford NA’s mobile site in Q2 2012

Mobile

applications

have

exploded

Android and iOS customers have downloaded over 50 billion mobile apps

109 million US smartphone users used an app in the last 30 days

Apps are more than games; apps for news, navigation, productivity, and business have greater long-term value

iPhone 1

Jun 2007

44

Challenges for the Auto Industry:Pace of the Auto Industry vs. Consumer Electronics

4 Ford Confidential

Launched Aug 2008

Fiesta Gen6 Fiesta Gen6 MCA

Launched Aug 2012

4yrs

In Service / Market Beyond 2020In Service / Market Beyond 2025

Fiesta ??

Beyond 2030

In Development Today

iPhone 4

Jun 2010

iPhone 3G

Jun 2008

iPhone 3GS

Jun 2009

iPhone 4S

Oct 2011

iPhone 5

Sept 2012

Upgrade Annually 3-4yrs

Major

Launch

Bi-Yearly 6-8yrs

In

Production

1-2yrs 3-5yrs

In Service 2-4yrs 10-15yrs

SoftwareVoice Recognition

Applications

Content (Maps, Music, etc.)

55

Challenges for the Auto Industry:Brought In vs. Built In

5 Ford Confidential

Built InBrought In

HardwarePhysical User Interface (Screens,

Controls etc.)

Processing

Vehicle Interfaces

Cellular Engine / Data Connection

Etc.

Vehicle manufacturers will need to develop flexibleplatforms to manage complexity and different customer

and market needs

Influencing Factors

Legislation

Network Coverage and Data Costs

Vehicle Segment / Customer

Profile

Market / Region

66

Challenges for the Auto Industry:Open vs. Closed

6 Ford Confidential

• Control

• Quality

• Safety

• Consumer

Experience

• Scale

• Cost

• Innovation

• Consumer Choice

Automotive Manufacturers will need to combine both

Open and Closed Solutions to provide the best possible experience for the consumer

77

In-Car Connected ServicesConsumer Preferences

7 Ford Confidential

88

Developing Apps for the Vehicle

8 Ford Confidential

• Ensure the User Interface is simple

• Leave the driver always in control

• Tasks should not require time critical actions

• Limit the number of steps to complete a task

• Quick Action Menus / Shortcut Commands

• Maintain a logic of operation

Remember – Less is More

99

Ford SYNC Platform

VOICE-ACTIVATED

Hands on the wheel | Eyes on the road

1010

SYNC as a Global Platform

14 Million SYNC-equipped Vehicles Projected Globally by 2015

3.5 Million SYNC-equipped Vehicles Projected in Europe by 2015

SYNC is a Global Platform launched in:North America, Europe, & APA regions

Over 4 Million SYNC-equipped Vehicles Currently on the Road

SYNC supports 19 languages globally inc. Mandarin

What is SYNC AppLink?

11

2 - Access & control apps through SYNC voice commands and vehicle buttons

1 - App audio through vehicle sound system 3 - App content shown

on vehicle display

4 - Apps can access vehicle data like GPS, odo, etc.

AppLinkAppLinkAppLinkAppLink is is is is software software software software on the vehicle and on the smartphone application

1212

AppLink Demo

AppLink Developer Program

13

Access Developer Tools Only Available to Registered Members

Easy Site Navigation & Useful Resources

1414

AppLink –Developer Program

Step by Step Guidance for Every Level of In-Vehicle

Integration

Access Industry-Exclusive Development and Testing

Tools

Information & Support Right at Your Fingertips

1515

Ford App Catalogue

The Ford App Catalog is a Curated Discovery Tool Allowing Ford Owners to Quickly and Easily Browse AppLink

Enabled Apps Without the Clutter of the Other 700,000 Apps in Digital Stores

Clearing the Hurdle of App Discovery

1616

Ford App Catalogue

Familiar User Experience

Home Page Including

Featured Apps

Vehicle-specific Categories

Comprehensive App ListingsVoice CommandsContent Pages

…Until Download!

Navigation

1717

AppLink as an Open Standard

AppLink Source Code contributed to GENIVI Alliance

Code will be known as “SmartPhoneLink”

Release under the established BSD open-source license

Agreements with Luxsoft and Telenav to contribute to

“SmartPhoneLink”

Established AppLink Partners

18

TuneIn Twitter Napster Glympse Weather News News

Stitcher Aha Radio Slacker Amazon SportsRadio

Spotify

Roximity Allergy Alert Kaliki