telematics update munich 2010

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AvMap International Sales meeting Carrara, 28th – 30th September 2009 FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS Carla Beccari Sales Manager AvMap s.r.l.

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Telematics update presentation: fuuture trends in in automotive

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Page 1: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Carla Beccari

Sales Manager AvMap s.r.l.

Page 2: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Market trends in the automotive sectorWhat’s next

Personalization

Geo - advertising

Applications proliferation

Embedded Low Cost Navigation

Open and Connected cars

Eco friendly driving

All these trends influence the evolution of the infotainment and navigation systems

Page 3: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Growth of low cost embedded navigation% share by 2010

According current projections the low cost share in total line-fit market will grow to >40% in 2010

0

500

1000

1500

2000

2500

3000

3500

4000

2007 2008 2009 2010 2011 2012

Total Line-fit

ULC / LC share

TREND:

Embedded Low Cost Navigation

Source: Navteq Research 2010

Page 4: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Segments of low cost navigation systems

Manufacturers take various approaches to achieve low cost

Fixed in-Dash Systems

85%

Integrated PNDs

1%

Mobile Phone Based

1% (except TM)

Blackbox Implementations

13%

Source: Navteq Research 2010

Types of Low Cost navigation systems

TREND:

Embedded Low Cost Navigation

Page 5: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

New automotive business model

Connected services come with the car: basic services are subsidized and premium

services are opted-in and paid for

The vehicle is differentiated by the branded user interface: the UI is easy to use

and attractive

On-going opportunities to interact with the consumer: improved CRM with new on-

going revenue, possibly through new app stores which fuels innovation and/or

subsidized services

TREND:Open and

Connected cars

TREND:Personalization

TREND:Applications proliferation

Page 6: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

The consumer in control Consumer electronics are influencing the automotive sector

Consumers are expecting to find the same kind of user experience HMI and innovations inside the car

Consumers want to personalize their devices more and more

Consumer is in control of

What, Where and How

Device Centric

Proposition

Application Centric

Solutions

Consumer Centric

Solutions

Page 7: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

CE MARKET IMPACTS

PND and smartphone user experience is shaping

expectations

OEMs are switching from Developing task-centric user

interfaces to user experience interfaces …..learning from

the CE industry players such as Apple.

Defining the user experience for the car means including a

wide range of features and functions, encompassing safety,

infotainment, and now the use of devices outside the car

(remote control apps, for example).

User interfaces are developing rapidly: State of the art

systems include input devices such as touch screens and

gesture, while advancement in output technologies such as

voice and display have ever-increasing performance

Page 8: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Summing up,Consumers are looking for

Flexibility and services

Community

High quality contents

Choice - Customization

Page 9: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

How to bring all that into the carImplementation options

Automotive Focused:

Open platform

Closed platform

CE Focused:

Terminal mode

Brought-in OEM apps

Page 10: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Human Machine Interface Why is so important and what do consumers need?

Consumers perspective

74.0% Easy to use / simple

12.3% Safety

5.5% Aesthetics/ attractiveness

2.7% Cost value

Source: Human-Machine Interface Technologies Report by Telematics Update

Page 11: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

HMI is strategic for OEM

OEM perspective

Reasons for the importance of the user interface include:

Safety (minimal distraction) Cost/value Customization Quality/value added

Attractiveness

Page 12: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

HMI is strategic for OEM

The attractiveness is associated with the brand.

The user interface — is attributed to an OEM and becomes key to its brand.

The user interface is important for: customer satisfaction, brand differentiation, and the safe introduction of new connectivity features.

Page 13: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

What features define a leading HMI?

1% Touchscreen

1% Inputs

3% Outputs

47% Simple / easy-to-use / intuitive

3% Graphics

6% Safety

6% Display

7% Design / Innovation

9 % Voice

15% ControlsSource: Human-Machine Interface Technologies Report by Telematics Update

Page 14: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

HMI: Voice Technology

Increasing amounts of functions and dynamic contents

increase the demand for user interface

Controls that are easier to use and reduce driver distraction should be preferred

Speech interaction is simple, intuitive and above all extremely natural

Providing a single user interface for all available services will increase use of remote services & revenues of connected services

Speech interaction improves safety as it significantly reduces driver distraction compared to tactile controls, so the driver can keeps his eyes on the road

ASR Automatic Speech Recognition is an enabling technology

Page 15: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

HMI: Voice Technology

Example of services that can be enabled with Voice technology

E -Books reading

Traffic / weather info

Transactions

Controlling audio & entertainment by Voice

Local Search and More

Voice destination entry

Voice activated dialing

Email / SMS reading

Agenda / Calendar interface

Page 16: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Bringing smart HMI to market

OEM are getting more involved in the development process of user experience

interfaces and they need to get solutions to market in time and on budget

It takes 3 to 4 years for new technology to make its way into new cars

and 12 years for the entire fleet to be outfitted

Taking an after market approach by providing new cars with new features has a time-

to-market advantage: product releases in CE are much faster than product preleases in

Automotive

Semi-embedded solutions:

Page 17: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

What are the Key OEM industry players’

HMI strategies?

Ford: HMI strategy with SYNC VW / Audi: the leader in multimodal UI Honda: a leader in connected navigation BMW: a winner with iDrive Volvo: Leading with Safety Mercedes: an internet vision for infotainment and a leader in ADAS apps GM: simplicity and safety Toyota: Embracing the connected car Hyundai and Kia: Connected UIs for all Chrysler: Rethinking its connected car strategy Nissan: revisiting the SUV PSA Peugeot Citroën: integrating PNiD from AvMap that monitors iPhone, iPod, and

connects to the sound System of the Car

Page 18: Telematics update Munich 2010

AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Consumer Electronics meets Auto

Mobile device control via touch screen

In-Car Mobility through connected device

Can be used inside and outside the vehicle

Hand free phone calls

Multimedia functions connected to car sound system

Voice Guidance through car audio

Consumer electronics influences customer expectations in automotive,

thus the integration of portable solutions, terminals or brought in applications

ensures newer HMI, faster time to market and more open and flexible platforms.

SAFETY

FLEXIBILITY

SERVICES

COMMUNITY

CUSTOMIZED

ATTRACTIVE

MORE VALUE FOR MONEY