telematics for fleet management
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GPG
Electronic toll collection Car navigation Traffic management and route-guidance On-board
internet and Internet and e-mail access “Mobile office” Theft-tracking Emergency call On-
board collision-warning Interactive vehicle diagnostics Value-added content services Nav Systems
Reservations Entertainment Bundled systems Communications
Video games DVDs Integrated systems Electronic toll collection
Car navigation Traffic management
Automotive Telematics and Multimedia in the United States
GLOBAL POLICY GROUP
GPG Automotive Telematics and Multimedia in the United States
Outline of Presentation•Defining Telematics•Passenger Car Telematics Market Overview•Commercial Vehicle Telematics Market
Overview•Recent Developments: Emerging Drivers of
Growth in the Passenger Market•Future Trends in Passenger Car Telematics•Future Trends in Commercial Vehicle
Telematics
GPG
Defining Telematics
Automotive Telematics and Multimedia in the United States
GPG Defining Telematics
the convergence of wireless communications, location technology, and in-vehicle
electronics which is being used to integrate the automobile
into the information age
telematics
GPG Telematics Building Blocks:Technologies
Networking and Vehicle
Interface Technology
Location Technology
Voice-recognition Technology
Communications Technology
Navigation Systems
Mayday Systems
CarPCs
Audio/Video
Systems
Wireless Phones
Integrated Telematics Systems
Interior Systems
Map Databases
GPG Telematics Building Blocks:Applications and Services
Emergency call or mayday services
Device-to-device communications
Interactiveon-board
entertainment
Navigation and route guidance
services
Remote vehicle access and diagnostics
Person-to-person
communications
E-commerce applications
Interactive value-added services
Commercial fleet management
Remote vehicle theft tracking
Services available using telematics devices:
GPG
Passenger Car Telematics Market Overview
Automotive Telematics and Multimedia in the United States
GPGThe U.S. Passenger Car
Market:Current Device Options
• Autonomous navigation systems• Integrated multimedia systems
• On-board personal computers• Rear-seat entertainment systems• Installed wireless phones
• Can be integrated with mayday service Handheld wireless phones and PDAs
• Not telematics devices• Could affect telematics demand
• Similar technologies/functions, but portable• Wireless integration soon possible
GPGThe U.S. Passenger Car
Market:Current Service Options
•OEM mayday or emergency call services•GM/Saab OnStar, Ford/Lincoln RESCU,
Mercedes TeleAid, Jaguar Assist, etc.•Simple interface, connects to human voice•Fee- or subscription-based•Range of services (mayday, concierge, etc.)
• Independent information and emergency call services•ATX, Cross Country Group•Similar services, fees, etc., to OEM systems
•Often serve as call centers for OEM systems
GPG The U.S. Passenger Car Market:Key Telematics Suppliers
Dot.coms Communications technology firms
Automotive networking and interface firms
Nav system producers
Satellite radio firmsAutomotive audio firms
Locationtechnology
firms
Automotive interior firms
Call center firms
Voice recognition technology firms
Automotive electronics
firmsMapping
software firms
Automotive
Telematics
GPG
Commercial Vehicle Telematics Market
Overview
Automotive Telematics and Multimedia in the United States
GPG The U.S. Telematics Market:Telematics Devices for Tractors
•On-board integrated telematics systems•On-board computer, GPS, wireless
communications, interface with tractor data bus
•Driver interface in cab for data and voice communications with dispatcher•Screen for incoming text messages with
keyboard or touchscreen for sending messages
GPG The U.S. Telematics Market:Telematics Devices for Trailers
•On-board integrated tracking systems with GPS receiver/antenna, wireless communications, and battery/charger
•On-board sensor systems to allow monitoring of whether trailer is loaded, doors open, temperature, etc.• Sensor system often integrated with tracking
system to send real-time information to the fleet office
GPG The U.S. Telematics Market: Commercial Vehicle Services
• Communications• Tractor and trailer location• Routing/dispatch/ETA information• Electronic driver logs• Reporting• Billing/accounting• Electronic customer relations management• Remote tractor/trailer monitoring/diagnostics• Theft monitoring• Driver performance monitoring• Fleet management, cost, productivity
assessments
GPG The U.S. Telematics Market:Fleet Service/System Providers
• Communications/information service providers•American Mobile, Qualcomm/OmniTRACS,
ARINC/Dominium, HighwayMaster, Orbcomm
• Communications/information systems providers•Cadec, XATA, Eaton
• Internet-based communications/information services•@Road, Qwiktrack
• Truck-stop kiosk/hook-up internet-based communications/information services•DriverNet.com, PNV
GPG
Recent Developments:Emerging Drivers of
Growth in the Passenger Market
Automotive Telematics and Multimedia in the United States
GPG Driver #1:Volume
•Primarily on luxury models and minivans
•Some telematics and multimedia devices are standard equipment in MY2000•Only on luxury models
•More telematics and multimedia devices as OE options on MY2000 cars and light trucks
GPG Driver #1:Volume
•More OE telematics services in MY2000• Particularly emergency-response services• Some (OnStar) expanding beyond luxury
models• OnStar available on 29 MY2000 GM models
• Rely on simple interface, human contact •More OEMs providing telematics service
interface as standard equipment•Revenues derived from service fees or
subscription
GPG Driver #1:Volume
•Expanding range of products is essential to market’s growth• Increasing consumer awareness of telematics
• Availability in rental cars, increased advertising (especially OnStar and Mercedes)
• Telematics systems in hands of early acquirers and other trend-setters• High satisfaction and intention to make
second purchase among telematics users•Higher volumes reduce prices, encourage
innovation and integration
GPG Driver #2:Proliferating Industry Alliances
Computer software
firmsAutomotive electronics
firms
Telematics
suppliers
Automotive interior
firms
Location technology
firms
Communications technology
firms
Voice technology
firms
Networking technology
firms
OEMsTelecom
equipment providers
Call center
providers
Telecom service
providers
“Content”
providers
Mapping software
firmsOEMs
Nav system producers
GPG Driver #2:Proliferating Industry Alliances
•Telematics applications depend on diverse technologies•Beyond scope of one individual company•Beyond scope of automotive OEMs•Beyond scope of traditional automotive
suppliers•Beyond scope of telecom, consumer
electronics, IT suppliers•Telematics services require diverse types
of content, customer relations, etc.•Alliances essential to meeting needs for
diverse technologies and skills
GPG Driver #3:Movement on Standards
SAE
TSC AMI-CIDB
Forum
In-vehicle Telematics Standards
• Auto and electronics firms cooperate on standards
Standardizing interfaces to
promote “plug-and-play”
Standardizing open networks through
ITS Data Bus
GPGDriver #4:
Benign or Supportive Public Sector
•Regulations have helped create market•E-911 regulation provided invaluable boost to
GPS location technology•EPA and CARB regulations helped drive OBD-I
and OBD-II development•Federal and state governments actively
promoting ITS research and deployment •Safety concerns on hold so far, but threaten
• Industry adopting some self-regulation•NHTSA focus to date on cell phones
•States and localities also concerned
GPG•Many OEMs view telematics services as part
of web that extends customer relationship•Envision wide-ranging revenues from service
fees, vehicle maintenance, advertising, etc.•Simple interface as standard equipment•Contrast with device-led growth in Japan
Driver #5:Telematics and E-commerce
OEM Call center
Satellite Radio
Internet portal
Internet content
Service Provider
s
GPG
0.01 0.06 0.2 0.822.54
4.96
7.98
11.17
0
2
4
6
8
10
12
1997 1998 1999 2000 2001 2002 2003 2004
Millio
ns o
f sub
scrib
ers
Source: The Strategis Group
Recent Developments Drive Projections of Growth
Subscribers to Telematics Services
GPG
Future Trends in Passenger Car Telematics
Automotive Telematics and Multimedia in the United States
GPG Key Features of Next-Generation Telematics Devices
•Simple interface•Technological capabilities must be balanced
by safety concerns and consumer interests•Voice recognition and text-to-voice
•May be key to safety while car is moving•Systems may limit some functions to parked
car•“Plug and play”
•Consumer will be able to install next-generation telematics and multimedia systems
•Overcomes disparity in design and life cycles
GPG Key Features of Next-Generation Telematics Devices
•“Node on the internet”•Connect vehicle to internet content•Safety concerns must be addressed
•Real-time features•Real-time traffic key to growth in nav systems•Move away from limited coverage of
autonomous CD- and DVD-based systems• Integration of functions
•Single interface for wide range of applications•Communications (data and voice),
navigation, audio, vehicle controls
GPGNext-Generation Telematics:
Is Integration the Killer Application?
•Everyone hopes for a single “killer app”•Navigation systems key in Japan
•Killer application in U.S. could be integration• Integration of interface for voice/data
communications, vehicle controls, vehicle diagnostics, location technology, etc.
• Integration can ease driver distraction• Integration driving cross-sectoral alliances
•Risk: Integrated devices can easily become outdated as technology rapidly changes•Does the answer lie in services, not devices?
GPG Key Features of Next-Generation Telematics Services
•Voice/human contact essential•Call centers will not be replaced by internet•Particularly essential to mayday services•Most important to older buyers
•Location-based content to increase•Nationwide coverage essential•Real-time traffic, weather, road status•Location-based concierge services and POIs•Location-specific targeted advertising
GPG Leading Areas of Consumer Interest in Telematics Services
61%
61%
38%
56%
25%
41%
24%
31%
31%
28%
0% 10% 20% 30% 40% 50% 60% 70%
Emergency Response
Roadside Assistance
Airbag Notification
Severe Impact Notification
Vehicle Alarm Notification
Stolen Vehicle Tracking
Lost & Found
Remote Diagnostics
Routing Assistance
Remote Door Unlock
Source: ATX Technologies
GPG Potential Roadblock #1:Price
•OE telematics devices still expensive• Installed nav systems cost $1800-$2000•Often bundled in luxury packages costing
anywhere from $2500 to $7000•Aftermarket systems also expensive
Device prices must come down•Telematics services usually start at
$200/year for basic packageService prices less an issue – provided
interface is standard equipment
GPGPotential Roadblock #2:
Competition from Portable Devices
Cell phonesSmart Phones
LaptopsPDAs
Nav Systems
Portable
Driving Technology
Portable
Dockable
InstalledMayday
SystemsNav systemsAudio/Video
SystemsAutoPC
Cell phones
VehicleID
B Bu
sBluetoot
h
GPG Potential Roadblock #3:Privacy
•Privacy issues long raised about Internet•Ability of Web sites to track individual
preferences without permission raises concerns
•Telematics compounds concerns through vehicle tracking, remote monitoring, etc. •Concerns already appear in trucking industry•Consumer concerns slow ITS deployment•Consumer concerns likely to grow
•Telematics service revenues depend on location-specific advertising, selling location and purchase information, etc.
GPG Potential Roadblock #4:Infrastructure
•Telematics infrastructure poorly developed:•Multiple wireless communication standards
•3G may resolve some of this problem•What about 4G?
•Traffic information is inconsistent•Traffic Data Forum aims to address issue
•Poorly developed public ITS infrastructure•National ITS Architecture could address
interoperability issues•ITS Deployment funding increasing•Unclear support for IVI research
GPG Potential Roadblock #5:A Proliferation of Standards
TSC AMI-C
IDB Forum
In-vehicle Telematics Standards
Infrastructure Standards
Traffic Data
Forum
ITS Standards
SAE
Communication Standards
3GPP
WAP
Device-to-Device Connection Standards
IrDA
Bluetooth
Safety Standards
?
GPG Potential Roadblock #6:Safety
•Regulators target cell-phone use in cars•NHTSA recently issued public warning•States and localities consider bans
•NHTSA now targeting in-vehicle telematics•NHTSA “forum” and public hearing assess
industry efforts, need for federal action•Ongoing driver-distraction studies seek data
• In-car internet and e-mail of particular concern•Hands-free does not solve distraction problem
•NHTSA open to industry self-regulation•Emergence of groups modeled on MADD?
GPG
Future Trends in Commercial Vehicle
Telematics
Automotive Telematics and Multimedia in the United States
GPG Long-Haul Trucking to Remain Key Telematics Market
•Key customers in long-haul trucking sector•Larger for-hire fleets have resources and needs•Evolving technology offers growth opportunities
•Sector dominated by proprietary systems and well-entrenched national providers•Qualcomm, HighwayMaster, American Mobile•Developing new products and services to take
advantage of new technologies•Trailer-tracking offers new growth area
•Demand driven by concerns about theft, lost trailers, efficient fleet-management, etc.
GPG Commercial Vehicle Telematics:Future Trends
•Open data bus could offer new opportunities• IDB Forum has held discussions with heavy-
truck standards groups•Adoption of IDB architecture could open door
to new services and devices•Multimedia, in-cab computer, infotainment
•Truck makers could become more active•Portable devices would appeal to fleets
that rely on rental units•“Turnkey” solutions would appeal to
smaller LTL fleets and short-haul fleets
GPG•Growth in location-based wireless fleet-
management services•Communications, asset tracking, remote
diagnostics, theft monitoring, etc.• Integrates electronic fleet-management
and CRM functions with the Web• Integration with “virtual” marketplaces
•Existing suppliers, communications, and software firms developing new products•Smaller fleets prime market for new
internet-based technology and services
Commercial Vehicle Telematics:Future Trends
GPG•Privacy issue is a major potential
roadblock•Fleets use data for performance reviews,
incentive programs, etc.•Truckers angered by close monitoring of
performance, driving techniques, etc.•Drivers and unions oppose tracking of trucks
•Fears of “big brother”•DOT mandate of electronic recorders
sparks backlash•NHTSA and FMCSA concerned about
safety of trucking telematics systems
Commercial Vehicle Telematics:Privacy and Safety Pose Threats
GPG•Unlike passenger market, trucking sector
has existing telematics infrastructure •Long-haul market dominated by Qualcomm,
etc.•Heavy investment to date make it hard for
fleets to move to more open systemsTruck makers play little role to date
•Smaller fleets offer best target• Internet-based services appealing due to low
start-up costs•Truck-stop services target individual truckers
•Fast-growing short-haul sector also key
Commercial Vehicle Telematics:A More Mature Market
GPG
Summing Up
Automotive Telematics and Multimedia in the United States
GPGSumming Up:
Keys to the U.S. Telematics Market
•Development of integrated devices with simple interfaces that address safety concerns – at an affordable price•Need to provide more than portable devices•Standardization is key to meeting goals and
offering latest technology in the car•Simplicity and safety essential in vehicles,
even at expense of “gee-whiz” technology• Industry must impose limits – or regulators
will•Risk of public backlash if safety not addressed
GPG•Development of targeted services
delivered safely with low-priced (or free) interface•Need to compete with other similar services
•Potential competition from telcos, etc.•Consumers do not want multiple internet
accounts, e-mail addresses, phone accounts/numbers
•OEM-Internet alliances may be answer•Privacy could become increasingly important
•Key question: Why should the consumer pay an automaker for these services?
Summing Up:Keys to the U.S. Telematics
Market
GPGAutomotive OEMs and
Telematics:Competing in an Open Market
•OEM service-focused strategy endangered by open access, portable devices•Europeans see handheld devices as key
•Safety/roadside aid services clearly appeal
•Voice contact essential in U.S. market•Key test: Renewal rate for OnStar
•Costs of delivering such services will escalate as subscriber base grows
•OEMs must get consumers to buy broader range of services from them
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