Automo&ve 101 for Qt Developers
Linda Campbell, QNX So>ware Systems
Confiden&al Informa&on of QNX So>ware Systems Limited
2 Topics
• QNX backgrounder • A look at the market • What about apps? • Addressing the challenges • Why a developer community maKers
Confiden&al Informa&on of QNX So>ware Systems Limited
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QNX Backgrounder
Confiden&al Informa&on of QNX So>ware Systems Limited
4 QNX in 60 seconds
Global presence: North America, Europe, Asia
Products: opera&ng system, middleware, tools, services
Markets: auto, medical, industrial, networking, mil-‐aero, consumer, m2m
History: 1980-‐2004 privately owned
2004-‐2010 Harman Interna&onal
2010 à BlackBerry
Confiden&al Informa&on of QNX So>ware Systems Limited
5 QNX technology: mission cri&cal performance
• Microkernel architecture benefits • Hard real&me: responsive and predictable performance (more than just fast) • Ultra reliable: built in memory protec&on, file system protec&on, CPU protec&on • Truly scalable: mul&-‐tasking, mul&core, network distributed AND • Standards based: OS, graphics, tooling, web • Clean intellectual property • Awesome UX capabili&es for graphics and mul&media • Safety and security cer&fied
Confiden&al Informa&on of QNX So>ware Systems Limited
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Financial Networking Telema=cs
Military
Turbine Controllers
HVAC
Space Vision
Nuclear Reactors Warehouse Control
Power Genera=on
Process Control Laser Eye Surgery
Cancer Therapy
Locomo=ves
Instrument Clusters
Market leaders using QNX
Confiden&al Informa&on of QNX So>ware Systems Limited
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Automakers
QNX automo&ve leadership
Tier 1 Suppliers
Deployed by over 40 OEMs in 250 vehicle plaOorms and over 40 million vehicles throughout North America, Europe, and Asia
Confiden&al Informa&on of QNX So>ware Systems Limited
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A look at the market
Confiden&al Informa&on of QNX So>ware Systems Limited
9 Talk the talk
• OEM – Automakers: GM, BMW, Audi, Toyota, Chrysler…
• Tier1 – Module supplier & system integrator: Delphi, Harman, Denso, Panasonic, Visteon…
• Tier2 – So>ware/hardware/components supplier: QNX, TI, Qualcomm, Pandora,
RedBend… • RFI/RFQ/RFP
– Request for info/quote/proposal • SOP
– Start of produc&on • Head unit/center stack
– Originally referred to the centerpiece of the car’s stereo system, now used to describe the built in system for naviga&on or infotainment
• Infotainment – Informa&on + entertainment + nav + telema&cs + hands-‐free
Confiden&al Informa&on of QNX So>ware Systems Limited
10 Understanding the supply chain
OEM
Tier 1
Tier 2
Confiden&al Informa&on of QNX So>ware Systems Limited
11 In vehicle connec&vity
Confiden&al Informa&on of QNX So>ware Systems Limited
12 Ecosystems in transi&on
Confiden&al Informa&on of QNX So>ware Systems Limited
13 OEM Development Cycle
Research Labs
Contract Award SOP Develop RFI & RFQ Produc&on Product
Planning
Historically: 24-‐36 months Targe&ng: 12-‐18 months
Confiden&al Informa&on of QNX So>ware Systems Limited
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Decreasing development cycles and increasing so>ware expecta&ons
Confiden&al Informa&on of QNX So>ware Systems Limited
15 So>ware and the OEM development cycle
OEM
Tier 1
Research Labs
Contract Award SOP Develop RFI & RFQ Produc&on Product
Planning
Produc=on Branches
QNX CAR Subscrip&on
QNX
Samples
Tier 1(s) Development
Updates
Confiden&al Informa&on of QNX So>ware Systems Limited
16 The automaker’s dilemma
Applica&ons
Consumer electronics
Vehicle electronics
SOP Year 5 Year 10
Challenges: • Technology
lifecycles • Obsolescence • Relevance
Confiden&al Informa&on of QNX So>ware Systems Limited
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Value shi>s in the supply chain
• OEMs – Taking back control of their in-‐vehicle
systems – So>ware increasingly viewed as a
differen&ator – Changing models (Audi/Tesla) – Their history as “metal benders” permeates
business • Tier Ones
– Historically had control over systems, receding as OEMs reduce dependency on suppliers
– Trying to develop value proposi&on – Under major pressure to reduce costs
• New Entrants – Smart phones with compe&ng brands – Social networking brands – Big data players – Carriers
Confiden&al Informa&on of QNX So>ware Systems Limited
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Driver distrac&on sensi&vity
Driver distrac&on directly linked to accidents • NA – 4M crashes per year
– Virginia Tech Transporta&on Ins&tute: Tex&ng equivalent to drunk driving (ups crash risk 23 &mes)
Widespread legisla&ve response • US: 90% of states have legisla&on of some type • Europe: majority of countries ban hand-‐held • New Delhi: ban on hand-‐held and hands-‐free Execu&ve summary • OEMs are on the hook for anything that is built
into the vehicle, a>er-‐market devices adhere to different standard (none)
• OEMs want to be in control of their des&ny, work to minimize driver distrac&on so that technology doesn’t get regulated out
Confiden&al Informa&on of QNX So>ware Systems Limited
19 And let us not forget… The consumer perspec&ve
• Mobile experience changes expecta&ons
• Ubiquitous access to “their” content
• Up-‐to-‐date electronics
• Personalized & familiar experience • Self-‐branding • Ease of use
• Phone connec&vity • Applica&on & content connec&vity • Challenges: life cycle disparity, lack of standards, branding & user experience (car, phone, app?)
Increased integra&on to mobile
Applica&on stores
Advantages for OEM – Cer&fica&on – Extends technology lifespan – Builds brand loyalty – Vehicle state considera&ons – Plaqorm specific – Personaliza&on
Model is evolving – Who provides?
Confiden&al Informa&on of QNX So>ware Systems Limited
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Autonomous cars
• Convergence of ADAS and other technologies • Con&nued push for drivers to disengage • Aging popula&on wan&ng to retain mobility • Longer-‐term challenging (but rewarding) goal • Pursued by numerous groups
– DARPA, Google/Stanford, VisLab/U. of Parma – GM, Ford, Diamler, VW, Audi, BMW, Volvo
Confiden&al Informa&on of QNX So>ware Systems Limited
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What about apps?
Confiden&al Informa&on of QNX So>ware Systems Limited
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What apps make sense?
• Don’t try to replicate the mobile experience, augment based on context & safety
– 30 not 30,000 – Driver distrac&on – OEM valida&on
• Balance brought-‐in & built-‐in • Context relevant
– First genera&on: focus on connected driver • naviga&on, informa&on, entertainment
– Next genera&on: add focus on connected car
Confiden&al Informa&on of QNX So>ware Systems Limited
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Applica&ons ROI
• Automo&ve is not big enough market on its own to aKract large community
– will leverage mobile • Automo&ve is fragmented, not based on a
common plaqorm – OEM designs and preferences differ – OS, screen size, CPU, form factor etc. – Cer&fica&on implica&ons
• Auto development cycles are long • What is the channel to the customer?
– Who is the customer?
Confiden&al Informa&on of QNX So>ware Systems Limited
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Plaqorm fragmenta&on
• Acura Hands-‐free link • Audi MMI 3G • BMW ConnectedDrive • Chevy MyLink • Chrysler MyGig • Ford F-‐150 driver informa&on center • GMC/Buick IntelliLink • Hyundai Blue Link • Jaguar and LandRover instrument clusters • OnStar and OnStar FMV • Porsche PCM • Toyota Entune • Toyota Touch & Go
Confiden&al Informa&on of QNX So>ware Systems Limited
27 Comparing TAM & app prices
$1.00/app x 37, 040, 000 units = $37, 040, 000 𝑟𝑒𝑣𝑒𝑛𝑢𝑒/344, 714 𝑢𝑛𝑖𝑡𝑠 = $107/app
Sample mobile app
price
Number iPhones sold in
2012 Q1
Number Toyota
Camry’s sold in US in 2012
“Equivalent” app price to
match revenue
Confiden&al Informa&on of QNX So>ware Systems Limited
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The reality
• OEM-‐specific plaqorms shrink the app ecosystem – Only the very biggest app companies can
afford to par&cipate • Plaqorm differen&a&on hurts everyone
– Lack of scale has nega&ve effect on differen&a&on of content
Confiden&al Informa&on of QNX So>ware Systems Limited
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OEMs and apps
• Many do app por&ng themselves, too difficult to enable third par&es
– Doesn’t scale (how to get from 10 to 100 apps)
– Sacrifice unan&cipated innova&ons – Sacrifice TTM – Challenge to respond to trending apps
• OEM specific SDKs – Ongoing fragmenta&on – Doesn’t scale – Discourages developers
Confiden&al Informa&on of QNX So>ware Systems Limited
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Addressing some of the challenges
Confiden&al Informa&on of QNX So>ware Systems Limited
31 Cri&cal success factors -‐ Enabling apps in automo&ve
1. Common plaqorm 2. Revenue for app developers 3. Mi&gate driver distrac&on
Confiden&al Informa&on of QNX So>ware Systems Limited
32 A common plaqorm
• Need to standardize on app plumbing, doesn’t mean we have to standardize on overall UI and UX, doesn’t mean we need to standardize on OS or hardware
– Differen&a&on is possible • Needs to be driven by mobile paradigms in order to en&ce developers
– Scale and familiarity, reduces incremental cost of automo&ve • Open source is not always mandatory
– Interoperability is needed, which means open standards
• QNX supports today’s broadest cross-‐plaqorm mobile development environments – Qt – HTML 5 – C++/OpenGL ES – Android Java – Industry specific
• Elektrobit GUIDE, Crank Storyboard
Confiden&al Informa&on of QNX So>ware Systems Limited
33 Open standards: Qt
• Significant interest by OEMs for Qt • Powerful flexible high performance framework that is industry standard, open
and OS agnos&c • Qt projects at Bosch, Harman, Panasonic, Garmin, Mercedes, Honda, Porsche,
PSA, Magnex Marelli…
• Qt usage is on the rise in automo&ve
Confiden&al Informa&on of QNX So>ware Systems Limited
34 How app developers can make money
• OEM pre-‐funded? – Provides revenue assurance to small
developers – OEMs not sixng on big stacks of
gambling money • Footprint extension
– Car app adds more users and more usage
– Works when you have a model to extend
• Adver=sing – Adver&sing model obviously
successful – AKrac&ve if relevant (LBS), and non-‐
distrac&ng
• Wait for established car stores? – “Safest” choice for &me to revenue – Might wait a long &me – Gives compe&tors a chance to get
established • Raise app prices?
– Could work for some apps, but customer expecta&ons have been set low
• Other mobile models? – SaaS – Freemium – In-‐app purchases
Confiden&al Informa&on of QNX So>ware Systems Limited
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Answering the safety ques&on
• Industry recognizes need to self-‐police before government does
• Driver distrac&on – OEMs working on models
• Develop internally • OEM SDKs • Valida&on process • Industry standards
• Automobile protec&on – Separate virtualized environment – Separate applica&on sandbox – Tightly controlled access to services – Voice as primary interface, heads up displays
etc
Confiden&al Informa&on of QNX So>ware Systems Limited
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Why enabling a developer community maKers
Confiden&al Informa&on of QNX So>ware Systems Limited
37 Opportunity: beyond the driver
• Connected Driver • Connected Car • Stakeholders
– OEM, Dealer – Government – Insurance – Rental agencies – Services (repairs, gas)
• Enable innova&on – Maintain privacy and
security
Keeping it safe • Traffic management • Collision avoidance • Accident response • Road condi&ons
Loca=on Based Services Infotainment Produc=vity
Driver state • Drowsiness, health • Driving performance
Keeping it fresh • Firmware updates • Lifecycle management • Applica&on deployment
• Nomadic/personalized
Vehicle state • Preven&ve maintenance
• Sales opportuni&es
Keeping it green • Performance Monitoring
• Op&mized rou&ng • Charge status
Confiden&al Informa&on of QNX So>ware Systems Limited
38 Good news story for Qt developers
• Automo&ve is an industry in transi&on, change opens doors and creates opportuni&es – New standards – New technologies – New partnerships
• Automo&ve OEMs seem to be embracing Qt • Qt 5.2 mobile edi&on support for Android and IOS solidifies the bridge between mobile
and auto for Qt • OEMs recognize need to enable developers for connected services on smart phones
and head units
all necessary for success
Confiden&al Informa&on of QNX So>ware Systems Limited
39 Resources
• Upcoming shows that focus on automo&ve – Telema&cs Update Munich, Nov 11-‐12
• hKp://www.telema&csupdate.com/munich/ – Auto Apps and mobile device evolu&on, Berlin December 5-‐6
• hKp://automo&ve-‐apps2013.we-‐conect.com/en/ – CES, Las Vegas, Jan 7-‐10
• hKp://www.cesweb.org
• Automo&ve Developer programs to look at… – hKps://developer.ford.com – hKps://developer.gm.com/#
• QNX CAR – hKp://www.qnx.com/products/qnxcar/ – hKp://qnxauto.blogspot.de
© 2013 QNX So>ware Systems Limited. QNX, QNX CAR, NEUTRINO, MOMENTICS, AVIAGE and other product names are trademarks of BlackBerry Limited, which are registered and/or used in certain jurisdic&ons, and used under license by QNX So>ware Systems Limited. The informa&on herein is for informa&onal purposes only and represents the current view of QSSL as of the date of this presenta&on. Because QSS must respond to changing market condi&ons, it should not be interpreted to be a commitment on the part of QSSL, and QSSL cannot guarantee the accuracy of any informa&on provided a>er the date of this presenta&on. QSSL MAKES NO WARRANTIES, REPRESENTATIONS OR CONDITIONS EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Linda Campbell [email protected]