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Applied Market Intelligence
Auto Embedded Software: EU Competitiveness
European Commission Project: IPTS-2009-J04-17-NC JRC/IPTS
• EU is currently in strong position• Future holds increased risks
iSuppli Corporation – 2 Copyright 2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
2010 2015 2020
Autonomous Driving SW
V2V & V2I Software
Powertrain: Combustion
Infotainment Systems
Integrated ADAS SW
Chassis & Body
Safety & Driver Assist
EU Software Competitiveness Overview
Powertrain: Combustion
Infotainment Systems
Chassis & Body
ADAS & Driver Assist
Autosar API
Autosar API
Autosar API
MS Auto
QNX
Genivi
Autosar
MS & QNX Genivi?
QNX & MS Genivi,
Autosar, Other API
Powertrain: Electric
Autosar, Other API?
Powertrain: Combustion
Chassis & Body
Powertrain: Electric
Autosar
Autosar
Autosar, Other API
Genivi, Autosar,
Other API
EU StrengthEU Good/OK
Unknown
iSuppli Corporation – 3 Copyright 2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
EU Embedded Software Competitiveness
Category Key Information Other Information
Software Standards Activities
EU AUTOSAR leadershipGENIVI: USA & EU leadershipEU can make GENIVI a standardGENIVI outside infotainment?
AUTOSAR updates are plannedLed by Intel and BMWEU luxury OEMs play key roleADAS, V2X and other apps
Operating System Software
EU has led OSEK softwareEU has led AUTOSAR specsAUTOSAR OS product: leaderInfotainment OS: EU not leader
OSEK importance to fade: 2015AUTOSAR OS updates plannedAUTOSAR OS commodityQNX and Microsoft are leaders
Driver SW EU leads AUTOSAR driver SWLeadership not needed
Driver SW commodity by 2015Product from many suppliers
Software Tools
AUTOSAR tools: EU leadershipOther tools: Strong EU firmsTools being integrated
USA tool firms are enteringStrong USA PC-related tool firmsEU & USA are main competitors
iSuppli Corporation – 4 Copyright 2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
EU Application Software Competitiveness
Category Key Information Comments
Core Auto Applications
Powertrain: EU leadershipChassis: EU leadershipOthers: Mostly EU leadership
EU need to lead EV SWStandards may erode leadCommoditization is a threat
Infotainment EU need to improve App stores create more risk
Auto Apps Stores
Wide open competitionPotential software upheaval
Much uncertaintyEU need to invest & innovate
ADAS Software
EU: ADAS & sensor expertiseSoftware & sensor systems
Leverage into SW leadershipAUTOSAR or GENIVI platforms?
V2X Software
V2X is software intensiveLayered software architectureSome from PC & CE softwareEU/USA/Jp lead standardsV2X deployment lead needed
EU need to lead in V2X softwareCVIS is defining architectureEU need to invest moreCoordination with USA & JapanRegulation would be leadership
Autonomous Driving SW
Mature V2X applicationWho will lead these apps?
Emerging post-2020EU need to invest in this field
iSuppli Corporation – 5 Copyright 2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
Software Value
Application
SW Driver
OS
2010 2015 2020
Software Commoditization Counter: SW Renewal
Application
SW Driver
SW Driver
New Driver
New Driver
Better OS
OS Version 2
OS Version 3
Better OS
More Drivers
Enhanced OS
Better Apps
Application
Application
Better Apps
New Apps
New AppsMore Apps
More Apps
New Apps
iSuppli Corporation – 6 Copyright 2000-2009 iSuppli Corporation. All Worldwide Rights Reserved. Confidential – Patents Pending
EU Software Competitiveness Summary
EU is in a strong competitive position AUTOSAR standard is providing core auto software lead AUTOSAR can be a guideline for future great achievements
EU software position has increased future risk Standards create software commoditization eventually EU needs to secure EV software leadership Second to USA in infotainment software Faster auto and software development cycle Apps store software trend creates more risk for EU
Software innovation is required, which depends on investment: education, R&D & business climate
Can EU retain auto software leadership with paradigm shifts in technology, business models, applications and innovation?
What are the keys to retain EU software leadership?
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