Automotive Infotainment & Telematics
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1 March 24, 2017 Strategy Analytics, Inc 1 Automotive Infotainment & Telematics
2 RICHARD ROBINSON Director Global Automotive Practice Previous: Alpine as HMI lead on Navigation and Infotainment Design March 24, 2017 Source: Infotainment & Telematics Service 2
3 AUTOMOTIVE VALUE CHAIN: HARDWARE/SOFTWARE COMPANY EXAMPLES Value-Chain Player Vehicle OEMs Tier 1 Suppliers Tier 2 & 3 Suppliers Software Suppliers Semiconductor Suppliers Hardware Networks, Elect. Systems, ECU Modules, Sensor Modules, etc. Elect. Systems, ECU Modules, Sensor Modules Electronic Sub- Systems, ECU modules, Sensor Modules MCUs, Memories, ASICs, Sensors, Software System integration, Application software, Operating system, Drivers etc. Application software, Operating System, Drivers etc. Application software, Operating System, Driver Software Operating Systems, Drivers, Tools, etc. Driver Software Company Examples March 24, 2017 Source: Infotainment & Telematics Service 3
4 20 YEAR ANNIVERSARY OF ONSTAR Automatic Crash Notification Contextual Awareness Good Samaritan Waze Turn-by-Turn Navigation HERE, TomTom, Garmin, Googlemaps Hands-Free Phone Bluetooth Live Assistance Nuance/Servers March 24, 2017 Source: Infotainment & Telematics Service 4
5 WHAT CHANGED? Externally: Smartphones! Internally: A shift from Reaction Anticipation/Prediction On-board and off-board systems gathering and interpreting data to determine: Hardware and software integrity of the car Mood, physical health, attention of the driver Identification of driver and passengers State of the roadway (around & ahead of the car) State of surrounding vehicles Weather and traffic User interfaces driver needs voice, eye/facial tracking, gestures March 24, 2017 Source: Infotainment & Telematics Service 5
6 INFOTAINMENT & TELEMATICS DESIGN TRENDS PAST & FUTURE $$$$ $$$ 2nd Generation rd Generation $$ 4th Generation 2010 Device Connectivity ECU OR Telematics ECU Display Head unit Head unit & Display Display Head unit CD Changer Phone ECU Amplifier Navigation Sat Radio Distributed BUS Architecture e.g. MOST Navigation Amplifier Headunit Integration Device Connectivity ECU OR Telematics ECU Native and Phone based apps Hybrid solution March 24, 2017 Source: Infotainment & Telematics Service 6 3G 4G Cloud
7 4 TH GENERATION IVI ARCHITECTURES BY OEM EMBEDDED TELEMATICS Headunit and Telematics ECU 4 th Gen Headunit with Embedded Telematics Display Display Wireless LAN Bluetooth USB Head unit Telematics ECU Wireless LAN Bluetooth USB Head unit Modem 3G 4G Cloud 3G 4G Cloud GM: OnStar Audi: Connect BAIC: NovaLink BMW: Connected Drive Chery: Cloudrive Hyundai: BlueLink (1 st gen) Jaguar Land Rover: InControl Remote/Protect Mercedes-Benz: mbrace Nissan: NissanConnect Services Peugeot: Connect Toyota/Lexus: G-Book/Enform Volkswagen: Car-Net Volvo: OnCall/Sensus Connect SAIC: Inkanet Citroen: etouch Hyundai: Blue Link 2 (2 nd gen) Fiat-Chrysler: Uconnect Access March 24, 2017 Source: Infotainment & Telematics Service 7
8 INFOTAINMENT SERVICES: IP BANDWIDTH SEGMENTATION Weather, Stocks, data, News Eco-Driving Location based services Internet radio PAYD Usage Based Insurance Road tolling EV Charging and billing Workflow Management/Fleet High Definition Traffic Music Streaming Basic Traffic Remote Diagnostics Video Streaming HD Video Download Stolen vehicle tracking Remote Door unlock/heat ecall - Automatic Crash notification Connectivity Suitability: Embedded Modem Tethered Smartphone March 24, 2017 Source: Infotainment & Telematics Service 8
9 TELEMATICS IS A VALUE ADD MORE OEM S OFFERING EXTENDED FREE TRIAL OEM Connectivity Solution Typical Players in U.S. OEM Market Network Speed Audi Audi connect BMW ConnectedDrive Chrysler Uconnect Ford SYNC Connect GM OnStar Hyundai Next-Gen Blue Link Infiniti Infiniti Connection Mercedes-Benz mbrace Connect Toyota/Lexus Safety Connect LTE FDD LTE FDD EVDO LTE FDD LTE FDD LTE FDD GPRS CDMA EVDO CDMA EVDO 4G 4G 2.5G/3G 2.5G 4G 4G 2.5G 3G 2.5G Embedded telematics is evolving to longer free trial period. Jasper Wireless, Raco Wireless WirelessCar To Proprietary WirelessCar, Airbiquity Proprietary Proprietary, Convergys Hyundai Autoever America SiriusXM Verizon Telematics SiriusXM Carrier AT&T AT&T Sprint AT&T AT&T Verizon AT&T Verizon Verizon Free Trial 6 Months 4 Years 6 Months 5 Years 5 Years* 1 Year 1 Year 5 Years* 6 Months * GM s OnStar Basic plan, and Mercedes mbrace Connect plan are free for 5 years with GM vehicles and Mercedes vehicles. TSP B2C B2C B2C B2C B2C March 24, 2017 Source: Infotainment & Telematics Service 9
10 WHAT WAS WRONG WITH TELEMATICS? Trying to monetize the consumer directly Too many de-activated modems, Free periods too short 6 months FREE! Only $10 + = per month! Market FAILURE February 28, 2017 Strategy Analytics, Inc. 10
11 HARDWARE IN MARKET (CUMULATIVE) OEM EMBEDDED TELEMATICS - GLOBAL Source: Strategy Analytics Infotainment & Telematics Service February 28, 2017 Strategy Analytics, Inc. 11
12 ACTIVE SUBSCRIPTIONS (CUMULATIVE) OEM EMBEDDED TELEMATICS - GLOBAL Source: Strategy Analytics Infotainment & Telematics Service February 28, 2017 Strategy Analytics, Inc. 12
13 IN-ACTIVE SUBSCRIPTIONS (CUMULATIVE) OEM EMBEDDED TELEMATICS - GLOBAL Source: Strategy Analytics Infotainment & Telematics Service February 28, 2017 Strategy Analytics, Inc. 13
14 INACTIVE SUBS = DEAD $$$ OEM EMBEDDED TCU S (UNITS/REVENUES) Over $19 Billion wasted Source: Strategy Analytics Infotainment & Telematics Service February 28, 2017 Strategy Analytics, Inc. 14
15 TELEMATICS 2.0: IT S TIME FOR CHANGE 1)Identify Growth Opportunities 2) Update the Domain Architecture 3)Rework the Business model March 24, 2017 Source: Infotainment & Telematics Service 15
16 WHAT S DRIVING THE CONNECTED CAR? CRM / VRM Big Data FOTA / SOTA V2V/V2X (DSRC vs. role for 5G / LTE) Artificial Intelligence IoT February 28, 2017 Strategy Analytics, Inc. 16
17 SOFTWARE RECALLS March 24, 2017 Source: Infotainment & Telematics Service 17
18 Telematics 2.0 NEXT GEN CONNECTED CAR DESIGN DOMAIN & BUS CONVERGENCE 2018 Display Cloud Body ECU Smart Antenna Telematics ECU Head Unit Telematics ECU Smart Antenna Headunit Chassis ECU Safety Ethernet Body Chassis March 24, 2017 Source: Infotainment & Telematics Service 18
19 COMPLEX CRITICAL SYSTEMS NEED RAPID UPDATE CYCLES Example is Safety - There is increasing reliance on: LIDAR, RADAR Cameras Contextual awareness with the objective of collision avoidance most of these systems have COMPLEX software March 24, 2017 Source: Infotainment & Telematics Service 19
20 CONNECTED CAR ECOSYSTEM TELEMATICS Privacy Telematics Liability Security Safety Convergence Connectivity Infotainment Smartphone Connections Convergence Infotainment Telematics Safety Body Chassis Recalls March 24, 2017 Source: Infotainment & Telematics Service 20
21 Unit Shipments (000's) AUTOMOTIVE EMBEDDED MODEMS GLOBAL ANNUAL SHIPMENTS 120,000 50% of vehicles shipped will have embedded modems 100,000 80,000 60,000 40,000 20, North America Europe South Korea Japan China India Russia Brazil Rest of World Non Connected Cars Telematics 1.0 Telematics 2.0 March 24, 2017 Source: Infotainment & Telematics Service 21
22 OEM EMBEDDED TELEMATICS ACTIVE VEHICLE SUBSCRIPTIONS BY REGION Active Subscriptions (000's) Global Active subscriptions will exceed 250 Million by , , , , ,000 Leading Regions: North America: Market Driver - Single Market 125, ,000 75,000 50,000 25,000 0 Telematics Europe: Market Driver ecall China: Market Driver Biggest Global Car market North America South Korea China Russia Europe Japan India Brazil March 24, 2017 Source: Infotainment & Telematics Service 22
23 Units (000's) OEM EMBEDDED TELEMATICS CELLULAR MODEM SHIPMENTS - GLOBAL Telematics Forecast 2015 vs (18.8 Mil. units 78.6 Mil. units) 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10, G Network: 7.4 Mil units in 2015 to 0K units from G Network: 8.4 Mil in 2015 units to 13.7 Mil units in G/LTE Network: 2.8 Million units in 2015 to 58 Mil units in G Network: 5.6 Million in G 3G 4G/LTE 5G March 24, 2017 Source: Infotainment & Telematics Service 23
24 SOFTWARE MANAGEMENT The Auto Industry was built around producing and selling cars NOT Delivering secure software and services March 24, 2017 Source: Infotainment & Telematics Service 24
25 DIGITIZATION Space Shuttle: 500,000 lines of code Boeing 777: 3-4 millions lines of code Mercedes S Class: 100 million lines of code March 24, 2017 Source: Infotainment & Telematics Service 25
26 SOFTWARE MANAGEMENT SUPPLIER ACQUISITIONS - SUMMARY Tier 1s are rapidly building software development expertise to remain relevant. More acquisitions will likely occur as OEMs & Tier suppliers compete and tech companies (e.g. Google, Apple, Cisco, Oracle, IBM) make headway in the connected car marketplace. Interest increasing in other software companies with automotive software expertise and products: Half of Visteon s 4,000 employees are focused on automotive cockpit software. March 24, 2017 Source: Infotainment & Telematics Service 26
27 SOFTWARE MANAGEMENT CURRENT & FUTURE 1st Generation 2000s 2nd Generation rd Generation 2020 OBD II OBD II No OTAs Limited to IVI High Friction for Consumer OBD II for ECU Flashing Limited OTA for TCU and IVI systems USB still mainly used Wired OBD II & Ethernet for Powertrain/Safety updates Entire vehicle can be updated through multiple ECUs Vehicle fully part of IoT March 24, 2017 Source: Infotainment & Telematics Service 27
28 OTA OEM IMPLEMENTATION OEM Telematics Control Unit Infotainment System Powertrain/ Safety All ECUs Late TBD TBD TBD TBD Late Late 2016 Late 2016 TBD TBD TBD In 2017? TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD March 24, 2017 Source: Infotainment & Telematics Service 28
29 CONCLUSIONS No subscriptions! OEMs need to resolve privacy and security issues Manage real-time, on-board/off-board data acquisition and management challenges Empower customers and dealers with access to data Secure and anonymize data appropriately Find data partners, as necessary March 24, 2017 Source: Infotainment & Telematics Service 29
30 March 24, 2017 Strategy Analytics, Inc 30 Automotive Infotainment & Telematics
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