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