session 2: the connected car doesn't brake for glass ceilings · session 2: the connected car...

Session 2:

The Connected Car Doesn't Brake for Glass Ceilings

Moderator:

Mark Fitzgerald, Associate Director, Automotive Electronics, Strategy Analytics

Speakers:

Larry Zibrik, VP, Market Development, Sierra Wireless

Stefan Gudmundsson, Principal of Automotive Market Development, u-blox


Mark Fitzgerald Associate Director, Automotive Electronics, Strategy Analytics

2nd Generation 1998 2006

Display

CD Changer

Head unit

Navigation

Phone ECU Sat Radio

Amplifier

Distributed Architecture e.g. MOST

$$$$

Infotainment & Telematics Design Trends Past & Future…

Display

Connectivity ECU

Head unit

Telematics ECU

OR

Native and Phone based apps – Hybrid solution

Cloud

4th Generation 2010

3G 4G

$$

Connectivity ECU

Telematics ECU OR

Source: Automotive Multimedia & Communications - AMCS

3rd Generation 2005 2010

Head unit

& Display

Navigation

Amplifier

Headunit Integration

$$$

5th Generation 2018?

Display

Connectivity ECU

Head Unit

Telematics ECU

OR

Cloud

3G LTE

Smart Antenna

Headunit

Display

Connectivity ECU/ Telematics ECU

Smart Antenna

IVI Infotainment Design The Next Generation


Automotive Embedded Modems Regional Shipment - Most Cars Not Connected


0

20,000

40,000

60,000

80,000

100,000

120,000

Un

it S

hip

me

nts

(0

00

's)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

North America Europe South Korea

Japan China India

Russia Brazil Rest Of the World

Non Connected Cars (Global)

After the car is connected….Who is the main ‘winner’??

6


OEM? Driver?

Winner! Winner

OR


7


Device Maker? Device Owner?

OR

Winner Winner!


8


OEM? Driver? Understand Customer Preferences

Be Proactive rather than Reactive

Anticipate failures before they happen

Develop CRM/VRM Opportunities

Enable Firmware Over the Air Updates

Exploit Crowd Sourcing opportunities

Enable ‘Big-data’!!

Safety/Security/Location Services etc.

Understand Customer Preferences

Be Proactive rather than Reactive

Anticipate failures before they happen

Develop CRM/VRM Opportunities

Enable Firmware Over the Air Updates

Exploit Crowd Sourcing opportunities

Enable ‘Big-data’!!

Safety/Security/Location Services etc.

Winner! Winner!


Larry Zibrik VP, Market Development, Sierra Wireless

Sierra Wireless – Connecting the Internet of Things

Device to Cloud Offering

Modules

Routers & Gateways

#1 in machine-to-machine market globally

Automotive market a key driver

Blue-chip customers and partners

Cellular M2M Embedded Module Revenue Market Share in 2013

Sierra Wireless

34%

22%

19%

25%

… OMA-DM

Legato embedded app environment opens up TCU for 3rd party apps – eg. UBI, Ecodriving, Fleet – enabling delivery of

new services over the life of the car

App. OTA + FOTA

Data OTA LWM2M, MQTT…

Embedded Platform managing multiple Apps & SDK

Ap

p. 1

Ap

p. 2

Ap

p. n

Tier1 App. Ap

p. n

Dat

a

App. Store

Ap

p. M

gt

Big Data

Web APIs

Secure

Tier1 Hardware Integration

Dev

ice

Mgt

Maintenance

AirVantage M2M Cloud enables remote monitoring and

maintenance + data collection

Sierra Wireless Automotive Solution


Stefan Gudmundsson Principal of Automotive Market Development, u-blox

Joins u-blox with over 20 years of Telematics, Infotainment and M2M

experience from companies like Volvo, Sony Ericsson, Telit and

WirelessCar with direct involvement in many key global OEM programs.

Focus on further developing u-blox’s global Automotive Cellular

Communications products and markets.

Email: [email protected]

© u-blox AG

Stefan Gudmundsson Principal, Automotive Market Development

© u-blox AG

u-blox at a glance • Swiss semiconductor company

– Founded in 1997 – Listed on the SIX Swiss Exchange since 2007 (SIX:UBXN)

• Core competencies – Cellular communications technologies – Satellite based positioning technologies – Short range radio technologies

• Product offering – Integrated circuits – the foundation of our solutions – Modules – fully implemented, drop-in solutions – Services – delivering added value to our solutions

• Market focus – Automotive – robust, automotive grade products – Industrial – durable components for professional electronics – Consumer – mass market ICs and modules

• Business model – Fabless operation – Commercial, off-the-shelf products

u-blox World-wide Offices

Automotive market – high quality and robustness

• Typical applications

– In-car navigation

– Emergency call systems

– Stolen vehicle tracking

– Internet connectivity

– Advanced Driver Assistance Systems

• u-blox’ advantages

– Automotive quality

– Dead-reckoning solutions

– Seamless positioning/wireless compatibility

– Robust performance

– Long product lifetime

© u-blox AG

Strong combination of technology and product offerings

Positioning Cellular

Communication Short Range

Communication

Integrated Circuits

Modules

Services

CellLocate®

AssistNow™

Wireless solutions

© u-blox AG

© u-blox AG

Significant benefits when working with u-blox

• Chip or module based solutions support a very large range of applications from a vendor that has full control over the product life cycle

• Quick time to market based on our solid technology background

• Outstanding product performance based on tight integration of positioning and wireless technologies

• Low risk through all phases of your design cycle assured by our profound competence and extensive experience in both positioning and wireless

• High quality thanks to end-to-end control over the entire production chain

• Competent, local support during all phases of your design

Positioning

Cellular wireless communication

2003…………………..………..2014 2001…………………………..………..………..2014

Short Range Radio

Global leader in modules

Core IP in silicon

Our quality assures high product reliability • u-blox

– ISO 9001 certified

– Zero defect strategy

• Strict adherence to automotive standards

– Manufacturing sites ISO/TS 16949 automotive certified

– Modules ISO 16750 qualified for vehicle use

– ICs JESD47 and AEC-Q100 automotive qualified

• Structured life cycle management

– Product change notification (PCN) process

– End-of-life (EOL) process

• Corporate responsibility

– Member of UN Global Compact

– Hazardous-use materials program implemented

– Green partnerships

© u-blox AG


Thank you for joining us. A transcript of the Q&A will be

available in 10 days at: www.m2mzone.com

session 2: the connected car doesn't brake for glass ceilings · session 2: the connected car...

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