FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Carla Beccari
Sales Manager AvMap s.r.l.
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
FUTURE 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
FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Market trends in the automotive sectorWhat’s next
Personalization
Applications
Embedded Low Cost Navigation
Open and
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Geo -
Applications proliferation
Open and Connected cars
Eco friendly driving
Market trends in the automotive sector
Applications
Embedded Low Cost Navigation
All these trends influence the
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
- advertising
Applications proliferation
influence the evolution of the infotainment and navigation systems
Growth of low cost embedded navigation% share by 2010
3000
3500
4000
TREND:
Embedded Low Cost Navigation
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
0
500
1000
1500
2000
2500
2007 2008 2009
Growth of low cost embedded navigation% share by 2010
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
2009 2010 2011 2012
Total Line-fit
ULC / LC share
Source:
Navteq Research 2010
Segments of low cost navigation systems
Fixed in-Dash Systems
85%Types of Low Cost
TREND:
Embedded Low Cost Navigation
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Mobile Phone Based
1% (except TM)
Low Cost navigation systems
Segments of low cost navigation systems % share by 2010
Integrated PNDs
1%Types of Low Cost
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Blackbox Implementations
13%
Source:
Navteq Research 2010
Low Cost navigation systems
Towards the Open platform: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
TREND:
Personalization
TREND:
Applications proliferation
TREND:
Open and Connected cars
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Device Centric
Proposition
Application Centric
Solutions
Towards the Open platform: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
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Consumer is in control of
What, Where and How
Application Centric
Solutions
Consumer Centric
Solutions
Summing up,Consumers are looking for
� Flexibility and services
� Community
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
� High quality contents
� Choice - Customization
Consumers are looking for
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
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
CE Focused:
� Terminal mode
� Brought-in OEM apps
How to bring all that into the car
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Consumer Electronics meets AutoHMI is changing
Mobile device control via touchscreen
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Inthrough connected device
Multimedia functions connected to car sound system
Consumer Electronics meets Auto
Can be used inside and outside the vehicle
Hand free
Voice Guidance through car audio
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
In-Car Mobility through connected device
Hand free phone calls
Human Machine Interface Why is so important and what do consumers need?
Consumers perspective
74.0%
12.3%
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
12.3%
5.5%
2.7%
Human Machine Interface Why is so important and what do consumers need?
Consumers perspective
74.0% of respondents listed Easy to use / simple
12.3% of respondents listed Safety
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
12.3% of respondents listed Safety
5.5% of respondents listed Aesthetics/ attractiveness
2.7% of respondents listed Cost value
Source: Human-Machine
Interface Technologies Report
by Telematics Update
HMI is strategic for OEM
OEM perspective
Reasons for the importance of the user interface include:
� Safety (minimal distraction)
� Cost/value
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
� Cost/value
� Customization
� Quality/value added
� Attractiveness
Reasons for the importance of the user interface include:
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
HMI is strategic for OEM
The attractiveness and overall aesthetic feel is associated with the brand.
A specific appearance — the look and feel of the user interface — is attributed to an OEM and becomes
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
attributed to an OEM and becomes key to its brand.
The user interface is the all-important platform 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?
Controls
15%
Touchscreen
1%
Voice
9%
Design / Innovation
Inputs
1%
Outputs
3%
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Design / Innovation
7%
Display
6%Safety
6%Graphics
3%
Simple / easy-to-use
/ intuitive
Source: Human
Interface Technologies Report
by Telematics Update
What features define a leading HMI?
Outputs
3%
1% Touchscreen
1% Inputs
3% Outputs
47% Simple / easy-to-use / intuitive
3% Graphics
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Simple / easy-to-use
/ intuitive
49%
3% Graphics
6% Safety
6% Display
7% Design / Innovation
9 % Voice
15% ControlsSource: Human-Machine
Interface Technologies Report
by Telematics Update
HMI: Voice Technology
ASR Automatic Speech Recognition is an enabling 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
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
� Providing a single user interface for all available services will increase use of remote services and revenues of connected services
� Speech interaction is simple, intuitive and above all extremely natural
� Speech interaction improves safety as it significantly reduces driver distraction compared to tactile controls, so the driver can keeps his eyes on the road
is an enabling technology
Increasing amounts of functions and dynamic contents increase the demand for user
Controls that are easier to use and reduce driver distraction should be preferred
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Providing a single user interface for all available services will increase use of remote services and revenues of connected services
Speech interaction is simple, intuitive and above all extremely natural
Speech interaction improves safety as it significantly reduces driver distraction compared to tactile controls, so the driver can keeps his eyes on the road
HMI: Voice Technology
Example of services that can be enabled with Voice technology
Voice destination entry
Voice activated dialing
Email / SMS reading
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Email / SMS reading
Agenda / Calendar interface
Example of services that can be enabled with Voice technology
E –Books reading
Traffic / weather info
Transactions
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Transactions
Controlling audio & entertainment by Voice
Local Search and More
Bringing smart HMI to market
� OEM are getting more involved in the HMI development process
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
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
to-market advantage: product releases in CE are much faster than product preleases in
Automotive
Semi-embedded solutions examples:
Bringing smart HMI to market
OEM are getting more involved in the HMI development process
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
by providing new cars with new features has a time-
market advantage: product releases in CE are much faster than product preleases in
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
market advantage: product releases in CE are much faster than product preleases in
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
and attractive
� On-going opportunities to interact with the consumer: improved CRM with new
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
� On-going opportunities to interact with the consumer: improved CRM with new
going revenue, possibly through new app stores which fuels innovation and/or
subsidized services
New automotive business model
come with the car: basic services are subsidized and premium
The vehicle is differentiated by the branded user interface: the UI is easy to use
going opportunities to interact with the consumer: improved CRM with new on-
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
going opportunities to interact with the consumer: improved CRM with new on-
, possibly through new app stores which fuels innovation and/or
Lessons from outside the industry
OEMs are learning form the CE industry players such as Apple on how
To be user-experience focused Versus Developing task
How this translates well form the CE world to the automotive world?
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
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
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
performance
Lessons from outside the industry
OEMs are learning form the CE industry players such as Apple on how
Developing task-centric user interfaces.
How this translates well form the CE world to the automotive world?
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
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
functions, encompassing safety, infotainment, and now the use of devices outside the car
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
Key OEM industry players
and their 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 infotainemnt and a leader in ADAS apps
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
� Mercedes: an internet vision for infotainemnt 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
Key OEM industry players
and their HMI strategies:
an internet vision for infotainemnt and a leader in ADAS apps
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
an internet vision for infotainemnt and a leader in ADAS apps
Rethinking its connected car strategy
integrating PNiD from AvMap that monitors iPhone, iPod, and
Conclusions
� Embedded low cost navigation is gaining share
as car manufacturers face cost pressure.
� Consumer electronics influences customer expectations
integration of portable solutions, terminals or brought in applications ensures
newer HMI, faster time to market and more open and flexible platforms.
AvMap International Sales meeting Carrara, 28th FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Embedded low cost navigation is gaining share
customer expectations in automotive, thus the
, terminals or brought in applications ensures
and more open and flexible platforms.
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS