OSCon 2013

July 25, 2013

Past - Present

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Going Forward

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Motivations

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Developer Motivation

 Large  Addressable  Market

Developer  Interest

Choice

Consumer  interest

Developer Motivation •  New vehicle factory-installed connected car penetration: 60% by 2017 •  Installed base forecast: 350mm+ subs in 2017 (ABI) •  Uptake will soar in the next 12-18 months, with Europe and China launches •  Government telematics mandates accelerate adoption (Europe, Russia and Brazil)

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2008   2009   2010   2011   2012   2013   2014   2015   2016   2017  

Global  AFermarket  Subscribers  (Millions)  

Global  OEM  Subscribers  (Millions)  

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10.00%  

20.00%  

30.00%  

40.00%  

50.00%  

60.00%  

70.00%  

2008   2009   2010   2011   2012   2013   2014   2015   2016   2017  

Connected  Car  PenetraOon  into  Vehicles(%)  

Learning Curve •  Devices / Sensors: Engine, Drivetrain, Chassis, Electrical, GPS, Accelerometer,

Windows, Locks, Seats, Doors, Mirrors, Heater, A/C, Fan, Defrost, Seat Warmer, Climate Zones.

•  Onboard Entertainment: AM/FM/CD/XM/USB/SD/AUX, Storage Media. Analog and Digital sources. Bluetooth (A2DP/AVRCP). iPod support.

•  Control: Commander, Bezel Buttons, Steering Wheel. •  Host Services: Remote Voice Commands, Local Voice Commands, Text-to-

Speech, On-board OR Off-board Telephony, Bluetooth, Specialized Host Connectivity Options (Bluetooth/USB/WiFi/NFC)

•  Host Platform Support Differences: Device Protocols, Media Player Interfaces, Internet Services, Persistence and Security, Telematics Management, Update Installer, 3rd Party Native App Support

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Current Engagement Model: Broken

Develop  InteresOng  App

Strike  OEM  Deal

Customize  HMI  for  target  vehicle

Test/Validate  and  Deliver  App

Localize  App  for  Each  Global  Market

New  Model,  New  HMI

App  Revision,  New  HMI

Two designers take 6-8 weeks to design a new app

Three developers take 8-12 weeks to develop, test, & release

Additional cars, functionality, testing

3-4 updates per year to keep app fresh and competitive

The “Million Dollar App”

New  OEM  Deal,  Start  Again

Varying Degrees of “Open” •  Published APIs to automaker’s proprietary

systems: –  BMW ConnectedDrive –  Ford –  GM –  OpenCar (sdk.opencar.com)

•  Full Systems –  GenIVI open source initiative –  Wind River, Monta Vista, XSe –  QNX

OS Vendor Decision Criteria •  Established relationships •  Automotive development expertise •  Maintenance and support expertise •  Automotive infotainment development expertise •  Kernel / Driver development expertise •  Current platform module support

–  USB, Ethernet, SPI, CAN, GPU, etc •  Total cost, including license if applicable •  Ability to meet development schedule •  “Risk factors”

–  Resource stability –  Resource scalability –  Confidentiality matters

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Different SDKs, Different Business Goals Goal Ford GM OpenCar

Expand application catalog using 3rd party developers ✔ ✔ ✔

Free publicity and brand extension via software community ✔ ✔ ✔

Reduce overall development costs ✔ ✔ ✔

“Lock-In” developers to single OEM brand ✔ ✔ 　

Leverage and capitalize on smartphone consumer focus / popularity ✔ 　 ✔

Code portability across models (within a brand) ✔ ✔ ✔

Code portability across operating environments (head units, OS, etc) ✔ ✔

Code portability across OEMs ✔

2011 (Non-China) Light Vehicle Sales

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User Experience and Design for Cars

User Experience Principles •  Anticipate user’s needs •  Be consistent •  Provide cues and system feedback •  Offer predictable system behavior •  Avoid superfluous features •  Make the experience snappy and responsive •  Empathize with the user

Driver Experience

Where User Experience meets Automotive Safety

Safety

Safety

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Safety Principles •  Do not distract or visually entertain the driver •  Complete tasks in short, sequential glances •  All text and icons are legible •  Ample contrast in all lighting situations •  Interaction sequences are interruptible and resumable •  Interaction pace is controlled by the driver •  System feedback is timely and clear •  Driver does not need to keep his/her eyes on the display

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Platform Drill-Down

Development Architecture The Car as a Platform

•  CAN, LIN busses •  OBD II •  Other feeds: GPS, Telephony,

Audio, Accessory systems •  Inputs: HMI Voice, Touch •  Connection to Cloud services

HTML5 in Cars Critical Component

•  Embedded Browser in IVI, eg WebKit OpenCar Platform and SDK

•  Supporting UI Layer to screens and HMI controls and microphones

•  Runs on IVI or Smartphone OS •  Manages APIs and Services to Car and Cloud •  OS X-ready development environment

provides an API solution implemented on a Linux platform against open-source host services

Inside Track Developer Support Site

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•  Comprehensive API Documentation

•  Designer’s Guide: UX style best practices for safety compliance (NHTSA, AAM, JAMA, ESoP specific templates).

•  Developer’s Guide: “How to” configure, code, test, and deploy OpenCar applications.

•  Resources, FAQs, Release Notes. •  Upcoming additions: Support forums

and developer community, Publishing and deployment guidelines, Developer training programs, hackathons, and more.