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

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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

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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

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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

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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

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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?