5
OverviewIndustry Resurgence At the SAE Convergence held October 19-20 at Cobo Hall, Detroit, we saw the early signs of recovery in our industry. Auto electronics leaders have attended this conference every two years for the last 30 years. This confer- ence is the opportunity to understand and dis- cuss strategy and to see the new technologies associated with automotive electronics on a broad front, from safety, powertrain (now EV/ hybrids) to infotainment. Convergence is the “premier transportation electronics event at- tracting leading executives, engineers and technologists from around the globe”. It was fitting that Ford and Microsoft organized the event as Ford just announced additional signs of resurgence, retiring debt and announcing a profitable third quarter (1.7B profit, $.43/share earnings and the sixth consecutive quarter of net profit). Also, on the way to Convergence as I traveled down I94 into Detroit, my eyes were drawn to the new Gentex bill board advertising open- ings for software engineers. It has been sev- eral years since I’ve seen the public display of these opportunities. Hiring is slowly occurring in key technology areas (e.g. software, wire- less, etc.) as needed to execute new pro- grams adopting electronics. A key take away from Convergence is that electronics is important, not only from a functional viewpoint safety and EV, but as the means to differentiate the vehicle and brand. Derrick Kuzak, Ford Executive VP made this point in his keynote, detailing the role of the Signature HMI and technologies in Ford vehicles (e.g. SYNC, Fusion Hybrid cluster, Taurus “the most innovative car”, etc.). The Automotive Forum sponsored by Nuance reinforced the strategic importance of the HMI (see MyTouchLincoln as shown on the exhibition floor below). Nuance advocates voice technology as the key enabler to the safe, useable and desir- able HMI. Look to Ford SYNC, OnStar, ATX and others leading in the application of con- nectivity to our vehicles to see the impor- tance of voice. We provide a brief report on Nuance’s Auto Forum on page 4 The purpose of this newsletter is to survey Convergence, especially the infotainment related products/technologies and to identify opportunities and developments of interest AUTOTECHINSIDER, LLC AutoTechInsider Newsletter NOV/DEC 2010 Automotive Electronics in Recovery 2010 Convergence Conference Version 1 10-30 INSIDE THIS ISSUE: 2010 Convergence Industry Resurgence 1 Convergence Keynotes 2 Convergence Exhibitions 3 Nuance Auto Forum 4 Telematics/ IntelliDrive at Convergence 4 SEMA and CES Key Events to Follow 5 About Us/ Contact Info 5

Nov 2010 Newsletter Autotechinsider Llc

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Autotechinsider November newsletter covering the recent 201 SAE Convergence, and up coming SEMA and 2011 Consumer Electronics Shows

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Page 1: Nov 2010 Newsletter Autotechinsider Llc

OverviewmdashIndustry Resurgence At the SAE Convergence held October 19-20

at Cobo Hall Detroit we saw the early signs of recovery in our industry Auto electronics leaders have attended this conference every two years for the last 30 years This confer-ence is the opportunity to understand and dis-cuss strategy and to see the new technologies associated with automotive electronics on a broad front from safety powertrain (now EVhybrids) to infotainment Convergence is the ldquopremier transportation electronics event at-tracting leading executives engineers and technologists from around the globerdquo It was fitting that Ford and Microsoft organized the event as Ford just announced additional signs of resurgence retiring debt and announcing a profitable third quarter (17B profit $43share earnings and the sixth consecutive quarter of net profit) Also on the way to Convergence as I traveled down I94 into Detroit my eyes were drawn to the new Gentex bill board advertising open-ings for software engineers It has been sev-eral years since Irsquove seen the public display of these opportunities Hiring is slowly occurring in key technology areas (eg software wire-

less etc) as needed to execute new pro-grams adopting electronics A key take away from Convergence is that electronics is important not only from a functional viewpoint ndash safety and EV but as the means to differentiate the vehicle and brand Derrick Kuzak Ford Executive VP made this point in his keynote detailing the role of the Signature HMI and technologies in Ford vehicles (eg SYNC Fusion Hybrid cluster Taurus ndash ldquothe most innovative carrdquo etc) The Automotive Forum sponsored by Nuance reinforced the strategic importance of the HMI (see MyTouchLincoln as shown on the exhibition floor below)

Nuance advocates voice technology as the key enabler to the safe useable and desir-able HMI Look to Ford SYNC OnStar ATX and others leading in the application of con-nectivity to our vehicles to see the impor-tance of voice We provide a brief report on Nuancersquos Auto Forum on page 4 The purpose of this newsletter is to survey Convergence especially the infotainment related productstechnologies and to identify opportunities and developments of interest

A U T O T E C H I N S I D E R

L L C AutoTechInsider

Newsletter N O V D E C 2 0 1 0

Automotive Electronics in Recovery ndash

2010 Convergence Conference

Version 1

10-30

I N S I D E

T H I S

I S S U E

2010

Convergence

Industry

Resurgence

1

Convergence

Keynotes

2

Convergence

Exhibitions

3

Nuance Auto

Forum

4

Telematics

IntelliDrive

at

Convergence

4

SEMA and

CES mdash Key

Events to

Follow

5

About Us

Contact Info

5

P A G E 2

to our Autotechinsider friends and clients At the end of this newsletter we talk about a spe-cial offer as we will be attending and reporting on key events associated with automotive electronics Our goal once again is to provide valuable and affordable business and technol-ogy intelligence reports Microsoft and Ford Keynotes ndash Consumer in the Driver Seat Back to what we learned at Convergence the Microsoft keynote underscored a theme of Convergence that the ldquoconsumer is in the driverrsquos seatrdquo Microsoft is not only offering Win-dows as part of the infotainment system SYNC but will partner with Ford to provide an inte-grated home energy management system called Holm with the car Microsoftrsquos Holm allows the car owner to determine the best time to charge their EVplug-in Derrick Kuzak best articulated the theme of the customer in the driverrsquos seat by identifying the key features as quality green safe and smart Smart was defined as leadership in interiors especially infotainment typified by Ford SYNC - leadership achieved through a steady and consistent stream of signature (branded) tech-nologies The newly announced Applink will open up the Ford cars such as the new 2011 Fiesta to smart phone applications of two types 1 designed especially for Ford such

as Drivers Ed 20 2 or popular phone apps such as

Pandora Twitter etc adapted to the auto

Ford is partnering with many new companies non-traditional CE companies as a key ele-ment of the strategy to be innovative and first to market Carmaker Speak ndash The role of suppliers is changing We have attended Convergence since the late 1990s and consider the Carmakers Blue Rib-bon Panel moderated by Paul Hansen of the Paul Hansen Report fame a highlight of the conference This panel included the chief electrical engineers from Ford GM Honda Chrys-ler PSA and BMW The group addressed nine questions offered by Paul Hansen and a few others that came from the floor The questions addressed the challenges of increasing com-plexity the tradeoffs between using virtual and physical prototypes for testing software secu-rity the changing role of suppliers and the growing challenges of hybrid powertrains thermal management and intelligent highway systems The panel also talked about newer standards and Paul challenged the panelists to comment on whether or not they are implementing them in their coming products The standards dis-cussed included AUTOSAR Flexray GENIVI (Linux based) Android Nokiarsquos Terminal Mode Ethernet and Bluetooth Message Access Protocol It was especially interesting that BMW said they plan to implement all of these standards while Ford and Honda only plan to make use of one or two of them We expect as Ford stated that manufacturers would imple-ment the standards that make good business Therefore we should expect a variety of imple-

mentations or ldquoecosystemsrdquo to emerge using these standards

ldquoa theme of

Convergence that

the ldquoconsumer is

in the driverrsquos

seatrdquo rdquo

A U T O T E C H I N S I D E R

2010 Convergence KeynotesPanels - Continued

ldquoConvergence

continues to be a

defining event

providing us insight

into the future of

auto electronics rdquo

P A G E 3

Convergence Exhibition ndash New Technologies and Tools available Eighty two exhibitors as listed by SAE were present with Ford and Microsoft having large and busy booths as shown below Several companies such as QNX Microsoft BSquare Elektrobit WindRiver (GENIVI) and MECEL showed new tools and capabilities for improv-ing time to market for software and user inter-face development An example is shown to the right a new user interface tool development environment from MECEL QNX supports mobile applications a platform-agnostic approach is promoted to deliver con-nectivity to a variety of devices For example both Noikarsquos Terminal Mode and Applersquos ap-proach to display content from an iPhone or iPod touch was demoed These technologies were showcased in the Corvette to include a multimedia head unit and a dynamically reconfigurable digital instrument cluster In conclusion Convergence continues to be a defining event providing us insight into the future of auto electronics We might expect an offgap year program to provide technical papers in the same manner as Convergence SAE is looking for our thoughts and ideas as to an alternative methodformat I have sug-gested a Webinar format

A U T O T E C H I N S I D E R

2010 Convergence Exhibition - Continued

Last week Dave McNamara attended the first Nuance auto forum held in North America Nuance has held similar technical and networking events with their clients and partners in Europe and Asia with great success Nuance has emerged as the leader of voice technology thanks to their commitment and hard work over the years Voice has arrived as the key user interface technology Ford SYNC has validated the importance and market ac-ceptance of voice for complex data entry such as music search ndash ldquospeech is the natural way to interface to musicrdquo The launch of Ford SYNC in Europe and the expanded launch as MyTouch FordMyTouch Lincoln in NA will widen global market acceptance As mentioned in the Telematics Update User interface Report the 30 or so HMI experts interviewed agreed ldquovoice is of strategic importance to a compelling and easy to use interfacerdquo The forum held at the elegant MGM Detroit venue presented the audience attended by about 120 with an objec-tive and in-depth understanding of not only the recent market trends but the best practices in integrating voice We learned voice has expanded its utility beyond voice control to music search - to new features such as SMS dictation and will eventually support new in-car social networking apps We hope Nuance decides to return to Detroit next year

A report on the Nuance Auto Forum ndash

Voice the User Interface of Choice

P A G E 4

Telematics and IntelliDrive at Convergence There were several excellent technical papers presented at the session Smart Safety is Connected relative to Telematics and IntelliDrive Notable were the following papers relative to new applications (eg voice based and EV related) hybrid system design for embedded and personal phone communications and modeling assessing and determining the benefits of IntelliDrive

- 2010-01-2313 Commercial Business Viability of IntelliDriveSM Safety Applications Robert White Tao Zhang Paul Tukey Kevin Lu Telcordia Technologies David McNamara MTS LLC

- 22010-01-2314 Realizing Customization and Personalization through Vehicle Connectivity Niall T Berkery ATX Group

- 2010-01-2315 Connected Vehicle Accelerates Green Driving Tsuguo Nobe Nissan Motor Co Ltd - 2010-01-2316 Digital Maps Connectivity and Electric Vehicles - Enhancing the EVPHEV Ownership

Experience Kevin Moran Brendan Foley Ulrich Fastenrath Jeff Raimo NAVTEQ - 2010-01-2317 Using IntelliDriveSM Connectivity to Improve Mobility and Environmental Preservation

at Signalized Intersections Roger Berg Denso International America Inc

P A G E 5

Key Events to Follow ndash 2010 SEMA in November and 2011 Consumer Electronics Show in January

This is an exciting season for automotive electronics The Special Equipment Manufacturers Equipment (SEMA) ldquoaftermarketrdquo an-nual show held in Las Vegas opens in early November The after-market will showcase their ingenuity and importantly their partner-ship with OEMs to seamlessly integrate new and compelling fea-turesfunctions For example Ford will recognize craftsmanship ingenuity through its vehicle design awards This Ford award rec-ognizes unique vehicles that make a significant contribution to vehi-cle design OEMs continue to open the carrsquos interior to the plethora of consumer devices and are working closely with the ldquoaftermarketrdquo The other key event on our calendar is the Consumer Electronics Show held in Las Vegas January 6-9th

We expect Mr Mulally CEO of Ford to again use the CES venue to make industry defining announcements ndash what will Ford SYNC pioneer next The Audi Chairman Rupert Stadler will join Mulally to make CES an auto show Audi will be the first luxury car to exhibit at the Electric Vehicle Techzone The Consumer Telematics Show will be held the day prior to CES This event sponsored by Telematics Update will focus on the ap-plication of Telematics connectivity and wireless to vehicles AutoTechInsider LLC is always delighted by what we learn by attending these industry-defining shows As a service to our customers we are making both of our new expanded reports - SEMA 2010 and CES 2010 available to our clients for the discounted price of $399 ndash an offer avail-able until January 4 2011 Note after Jan 4th the reports will be sold separately for $199 and $399 respectively These will be extensive reports - a full narrative photos and analysis based on a walk through the shows I think you will agree this is a value and that you should take advantage of this offer These are challenging but promising times for our industry ndash resurgence Please visit our site to place your order and to obtain past reports many of them free

Dave McNamara

Phone_ 734-645-1598

Emaildmcnamaraautotechinsidercom

Craig Simonds

Phone 313-408-0640

E-mail csimondsautotechinsidercom

The automobile industry is profoundly affected by adjacent industries that

produce the technologies that are involved directly or indirectly in the

production of a vehicle Since the percentage of a given vehicles cost re-

lated to electronics software networking solutions and related services

continues to grow we are most interested in these technology areas

Based own our extensive experience in the automotive industry we cover

major events and produce insightful reports on the technologies the com-

panies and the trends that we believe will have a significant impact in the

near future

AutoTechInsider LLC

Insights For The Automotive

Industry

See you at SEMA CES and CTIA Wersquore on the Web

wwwautotechinsidercom

Page 2: Nov 2010 Newsletter Autotechinsider Llc

P A G E 2

to our Autotechinsider friends and clients At the end of this newsletter we talk about a spe-cial offer as we will be attending and reporting on key events associated with automotive electronics Our goal once again is to provide valuable and affordable business and technol-ogy intelligence reports Microsoft and Ford Keynotes ndash Consumer in the Driver Seat Back to what we learned at Convergence the Microsoft keynote underscored a theme of Convergence that the ldquoconsumer is in the driverrsquos seatrdquo Microsoft is not only offering Win-dows as part of the infotainment system SYNC but will partner with Ford to provide an inte-grated home energy management system called Holm with the car Microsoftrsquos Holm allows the car owner to determine the best time to charge their EVplug-in Derrick Kuzak best articulated the theme of the customer in the driverrsquos seat by identifying the key features as quality green safe and smart Smart was defined as leadership in interiors especially infotainment typified by Ford SYNC - leadership achieved through a steady and consistent stream of signature (branded) tech-nologies The newly announced Applink will open up the Ford cars such as the new 2011 Fiesta to smart phone applications of two types 1 designed especially for Ford such

as Drivers Ed 20 2 or popular phone apps such as

Pandora Twitter etc adapted to the auto

Ford is partnering with many new companies non-traditional CE companies as a key ele-ment of the strategy to be innovative and first to market Carmaker Speak ndash The role of suppliers is changing We have attended Convergence since the late 1990s and consider the Carmakers Blue Rib-bon Panel moderated by Paul Hansen of the Paul Hansen Report fame a highlight of the conference This panel included the chief electrical engineers from Ford GM Honda Chrys-ler PSA and BMW The group addressed nine questions offered by Paul Hansen and a few others that came from the floor The questions addressed the challenges of increasing com-plexity the tradeoffs between using virtual and physical prototypes for testing software secu-rity the changing role of suppliers and the growing challenges of hybrid powertrains thermal management and intelligent highway systems The panel also talked about newer standards and Paul challenged the panelists to comment on whether or not they are implementing them in their coming products The standards dis-cussed included AUTOSAR Flexray GENIVI (Linux based) Android Nokiarsquos Terminal Mode Ethernet and Bluetooth Message Access Protocol It was especially interesting that BMW said they plan to implement all of these standards while Ford and Honda only plan to make use of one or two of them We expect as Ford stated that manufacturers would imple-ment the standards that make good business Therefore we should expect a variety of imple-

mentations or ldquoecosystemsrdquo to emerge using these standards

ldquoa theme of

Convergence that

the ldquoconsumer is

in the driverrsquos

seatrdquo rdquo

A U T O T E C H I N S I D E R

2010 Convergence KeynotesPanels - Continued

ldquoConvergence

continues to be a

defining event

providing us insight

into the future of

auto electronics rdquo

P A G E 3

Convergence Exhibition ndash New Technologies and Tools available Eighty two exhibitors as listed by SAE were present with Ford and Microsoft having large and busy booths as shown below Several companies such as QNX Microsoft BSquare Elektrobit WindRiver (GENIVI) and MECEL showed new tools and capabilities for improv-ing time to market for software and user inter-face development An example is shown to the right a new user interface tool development environment from MECEL QNX supports mobile applications a platform-agnostic approach is promoted to deliver con-nectivity to a variety of devices For example both Noikarsquos Terminal Mode and Applersquos ap-proach to display content from an iPhone or iPod touch was demoed These technologies were showcased in the Corvette to include a multimedia head unit and a dynamically reconfigurable digital instrument cluster In conclusion Convergence continues to be a defining event providing us insight into the future of auto electronics We might expect an offgap year program to provide technical papers in the same manner as Convergence SAE is looking for our thoughts and ideas as to an alternative methodformat I have sug-gested a Webinar format

A U T O T E C H I N S I D E R

2010 Convergence Exhibition - Continued

Last week Dave McNamara attended the first Nuance auto forum held in North America Nuance has held similar technical and networking events with their clients and partners in Europe and Asia with great success Nuance has emerged as the leader of voice technology thanks to their commitment and hard work over the years Voice has arrived as the key user interface technology Ford SYNC has validated the importance and market ac-ceptance of voice for complex data entry such as music search ndash ldquospeech is the natural way to interface to musicrdquo The launch of Ford SYNC in Europe and the expanded launch as MyTouch FordMyTouch Lincoln in NA will widen global market acceptance As mentioned in the Telematics Update User interface Report the 30 or so HMI experts interviewed agreed ldquovoice is of strategic importance to a compelling and easy to use interfacerdquo The forum held at the elegant MGM Detroit venue presented the audience attended by about 120 with an objec-tive and in-depth understanding of not only the recent market trends but the best practices in integrating voice We learned voice has expanded its utility beyond voice control to music search - to new features such as SMS dictation and will eventually support new in-car social networking apps We hope Nuance decides to return to Detroit next year

A report on the Nuance Auto Forum ndash

Voice the User Interface of Choice

P A G E 4

Telematics and IntelliDrive at Convergence There were several excellent technical papers presented at the session Smart Safety is Connected relative to Telematics and IntelliDrive Notable were the following papers relative to new applications (eg voice based and EV related) hybrid system design for embedded and personal phone communications and modeling assessing and determining the benefits of IntelliDrive

- 2010-01-2313 Commercial Business Viability of IntelliDriveSM Safety Applications Robert White Tao Zhang Paul Tukey Kevin Lu Telcordia Technologies David McNamara MTS LLC

- 22010-01-2314 Realizing Customization and Personalization through Vehicle Connectivity Niall T Berkery ATX Group

- 2010-01-2315 Connected Vehicle Accelerates Green Driving Tsuguo Nobe Nissan Motor Co Ltd - 2010-01-2316 Digital Maps Connectivity and Electric Vehicles - Enhancing the EVPHEV Ownership

Experience Kevin Moran Brendan Foley Ulrich Fastenrath Jeff Raimo NAVTEQ - 2010-01-2317 Using IntelliDriveSM Connectivity to Improve Mobility and Environmental Preservation

at Signalized Intersections Roger Berg Denso International America Inc

P A G E 5

Key Events to Follow ndash 2010 SEMA in November and 2011 Consumer Electronics Show in January

This is an exciting season for automotive electronics The Special Equipment Manufacturers Equipment (SEMA) ldquoaftermarketrdquo an-nual show held in Las Vegas opens in early November The after-market will showcase their ingenuity and importantly their partner-ship with OEMs to seamlessly integrate new and compelling fea-turesfunctions For example Ford will recognize craftsmanship ingenuity through its vehicle design awards This Ford award rec-ognizes unique vehicles that make a significant contribution to vehi-cle design OEMs continue to open the carrsquos interior to the plethora of consumer devices and are working closely with the ldquoaftermarketrdquo The other key event on our calendar is the Consumer Electronics Show held in Las Vegas January 6-9th

We expect Mr Mulally CEO of Ford to again use the CES venue to make industry defining announcements ndash what will Ford SYNC pioneer next The Audi Chairman Rupert Stadler will join Mulally to make CES an auto show Audi will be the first luxury car to exhibit at the Electric Vehicle Techzone The Consumer Telematics Show will be held the day prior to CES This event sponsored by Telematics Update will focus on the ap-plication of Telematics connectivity and wireless to vehicles AutoTechInsider LLC is always delighted by what we learn by attending these industry-defining shows As a service to our customers we are making both of our new expanded reports - SEMA 2010 and CES 2010 available to our clients for the discounted price of $399 ndash an offer avail-able until January 4 2011 Note after Jan 4th the reports will be sold separately for $199 and $399 respectively These will be extensive reports - a full narrative photos and analysis based on a walk through the shows I think you will agree this is a value and that you should take advantage of this offer These are challenging but promising times for our industry ndash resurgence Please visit our site to place your order and to obtain past reports many of them free

Dave McNamara

Phone_ 734-645-1598

Emaildmcnamaraautotechinsidercom

Craig Simonds

Phone 313-408-0640

E-mail csimondsautotechinsidercom

The automobile industry is profoundly affected by adjacent industries that

produce the technologies that are involved directly or indirectly in the

production of a vehicle Since the percentage of a given vehicles cost re-

lated to electronics software networking solutions and related services

continues to grow we are most interested in these technology areas

Based own our extensive experience in the automotive industry we cover

major events and produce insightful reports on the technologies the com-

panies and the trends that we believe will have a significant impact in the

near future

AutoTechInsider LLC

Insights For The Automotive

Industry

See you at SEMA CES and CTIA Wersquore on the Web

wwwautotechinsidercom

Page 3: Nov 2010 Newsletter Autotechinsider Llc

P A G E 3

Convergence Exhibition ndash New Technologies and Tools available Eighty two exhibitors as listed by SAE were present with Ford and Microsoft having large and busy booths as shown below Several companies such as QNX Microsoft BSquare Elektrobit WindRiver (GENIVI) and MECEL showed new tools and capabilities for improv-ing time to market for software and user inter-face development An example is shown to the right a new user interface tool development environment from MECEL QNX supports mobile applications a platform-agnostic approach is promoted to deliver con-nectivity to a variety of devices For example both Noikarsquos Terminal Mode and Applersquos ap-proach to display content from an iPhone or iPod touch was demoed These technologies were showcased in the Corvette to include a multimedia head unit and a dynamically reconfigurable digital instrument cluster In conclusion Convergence continues to be a defining event providing us insight into the future of auto electronics We might expect an offgap year program to provide technical papers in the same manner as Convergence SAE is looking for our thoughts and ideas as to an alternative methodformat I have sug-gested a Webinar format

A U T O T E C H I N S I D E R

2010 Convergence Exhibition - Continued

Last week Dave McNamara attended the first Nuance auto forum held in North America Nuance has held similar technical and networking events with their clients and partners in Europe and Asia with great success Nuance has emerged as the leader of voice technology thanks to their commitment and hard work over the years Voice has arrived as the key user interface technology Ford SYNC has validated the importance and market ac-ceptance of voice for complex data entry such as music search ndash ldquospeech is the natural way to interface to musicrdquo The launch of Ford SYNC in Europe and the expanded launch as MyTouch FordMyTouch Lincoln in NA will widen global market acceptance As mentioned in the Telematics Update User interface Report the 30 or so HMI experts interviewed agreed ldquovoice is of strategic importance to a compelling and easy to use interfacerdquo The forum held at the elegant MGM Detroit venue presented the audience attended by about 120 with an objec-tive and in-depth understanding of not only the recent market trends but the best practices in integrating voice We learned voice has expanded its utility beyond voice control to music search - to new features such as SMS dictation and will eventually support new in-car social networking apps We hope Nuance decides to return to Detroit next year

A report on the Nuance Auto Forum ndash

Voice the User Interface of Choice

P A G E 4

Telematics and IntelliDrive at Convergence There were several excellent technical papers presented at the session Smart Safety is Connected relative to Telematics and IntelliDrive Notable were the following papers relative to new applications (eg voice based and EV related) hybrid system design for embedded and personal phone communications and modeling assessing and determining the benefits of IntelliDrive

- 2010-01-2313 Commercial Business Viability of IntelliDriveSM Safety Applications Robert White Tao Zhang Paul Tukey Kevin Lu Telcordia Technologies David McNamara MTS LLC

- 22010-01-2314 Realizing Customization and Personalization through Vehicle Connectivity Niall T Berkery ATX Group

- 2010-01-2315 Connected Vehicle Accelerates Green Driving Tsuguo Nobe Nissan Motor Co Ltd - 2010-01-2316 Digital Maps Connectivity and Electric Vehicles - Enhancing the EVPHEV Ownership

Experience Kevin Moran Brendan Foley Ulrich Fastenrath Jeff Raimo NAVTEQ - 2010-01-2317 Using IntelliDriveSM Connectivity to Improve Mobility and Environmental Preservation

at Signalized Intersections Roger Berg Denso International America Inc

P A G E 5

Key Events to Follow ndash 2010 SEMA in November and 2011 Consumer Electronics Show in January

This is an exciting season for automotive electronics The Special Equipment Manufacturers Equipment (SEMA) ldquoaftermarketrdquo an-nual show held in Las Vegas opens in early November The after-market will showcase their ingenuity and importantly their partner-ship with OEMs to seamlessly integrate new and compelling fea-turesfunctions For example Ford will recognize craftsmanship ingenuity through its vehicle design awards This Ford award rec-ognizes unique vehicles that make a significant contribution to vehi-cle design OEMs continue to open the carrsquos interior to the plethora of consumer devices and are working closely with the ldquoaftermarketrdquo The other key event on our calendar is the Consumer Electronics Show held in Las Vegas January 6-9th

We expect Mr Mulally CEO of Ford to again use the CES venue to make industry defining announcements ndash what will Ford SYNC pioneer next The Audi Chairman Rupert Stadler will join Mulally to make CES an auto show Audi will be the first luxury car to exhibit at the Electric Vehicle Techzone The Consumer Telematics Show will be held the day prior to CES This event sponsored by Telematics Update will focus on the ap-plication of Telematics connectivity and wireless to vehicles AutoTechInsider LLC is always delighted by what we learn by attending these industry-defining shows As a service to our customers we are making both of our new expanded reports - SEMA 2010 and CES 2010 available to our clients for the discounted price of $399 ndash an offer avail-able until January 4 2011 Note after Jan 4th the reports will be sold separately for $199 and $399 respectively These will be extensive reports - a full narrative photos and analysis based on a walk through the shows I think you will agree this is a value and that you should take advantage of this offer These are challenging but promising times for our industry ndash resurgence Please visit our site to place your order and to obtain past reports many of them free

Dave McNamara

Phone_ 734-645-1598

Emaildmcnamaraautotechinsidercom

Craig Simonds

Phone 313-408-0640

E-mail csimondsautotechinsidercom

The automobile industry is profoundly affected by adjacent industries that

produce the technologies that are involved directly or indirectly in the

production of a vehicle Since the percentage of a given vehicles cost re-

lated to electronics software networking solutions and related services

continues to grow we are most interested in these technology areas

Based own our extensive experience in the automotive industry we cover

major events and produce insightful reports on the technologies the com-

panies and the trends that we believe will have a significant impact in the

near future

AutoTechInsider LLC

Insights For The Automotive

Industry

See you at SEMA CES and CTIA Wersquore on the Web

wwwautotechinsidercom

Page 4: Nov 2010 Newsletter Autotechinsider Llc

Last week Dave McNamara attended the first Nuance auto forum held in North America Nuance has held similar technical and networking events with their clients and partners in Europe and Asia with great success Nuance has emerged as the leader of voice technology thanks to their commitment and hard work over the years Voice has arrived as the key user interface technology Ford SYNC has validated the importance and market ac-ceptance of voice for complex data entry such as music search ndash ldquospeech is the natural way to interface to musicrdquo The launch of Ford SYNC in Europe and the expanded launch as MyTouch FordMyTouch Lincoln in NA will widen global market acceptance As mentioned in the Telematics Update User interface Report the 30 or so HMI experts interviewed agreed ldquovoice is of strategic importance to a compelling and easy to use interfacerdquo The forum held at the elegant MGM Detroit venue presented the audience attended by about 120 with an objec-tive and in-depth understanding of not only the recent market trends but the best practices in integrating voice We learned voice has expanded its utility beyond voice control to music search - to new features such as SMS dictation and will eventually support new in-car social networking apps We hope Nuance decides to return to Detroit next year

A report on the Nuance Auto Forum ndash

Voice the User Interface of Choice

P A G E 4

Telematics and IntelliDrive at Convergence There were several excellent technical papers presented at the session Smart Safety is Connected relative to Telematics and IntelliDrive Notable were the following papers relative to new applications (eg voice based and EV related) hybrid system design for embedded and personal phone communications and modeling assessing and determining the benefits of IntelliDrive

- 2010-01-2313 Commercial Business Viability of IntelliDriveSM Safety Applications Robert White Tao Zhang Paul Tukey Kevin Lu Telcordia Technologies David McNamara MTS LLC

- 22010-01-2314 Realizing Customization and Personalization through Vehicle Connectivity Niall T Berkery ATX Group

- 2010-01-2315 Connected Vehicle Accelerates Green Driving Tsuguo Nobe Nissan Motor Co Ltd - 2010-01-2316 Digital Maps Connectivity and Electric Vehicles - Enhancing the EVPHEV Ownership

Experience Kevin Moran Brendan Foley Ulrich Fastenrath Jeff Raimo NAVTEQ - 2010-01-2317 Using IntelliDriveSM Connectivity to Improve Mobility and Environmental Preservation

at Signalized Intersections Roger Berg Denso International America Inc

P A G E 5

Key Events to Follow ndash 2010 SEMA in November and 2011 Consumer Electronics Show in January

This is an exciting season for automotive electronics The Special Equipment Manufacturers Equipment (SEMA) ldquoaftermarketrdquo an-nual show held in Las Vegas opens in early November The after-market will showcase their ingenuity and importantly their partner-ship with OEMs to seamlessly integrate new and compelling fea-turesfunctions For example Ford will recognize craftsmanship ingenuity through its vehicle design awards This Ford award rec-ognizes unique vehicles that make a significant contribution to vehi-cle design OEMs continue to open the carrsquos interior to the plethora of consumer devices and are working closely with the ldquoaftermarketrdquo The other key event on our calendar is the Consumer Electronics Show held in Las Vegas January 6-9th

We expect Mr Mulally CEO of Ford to again use the CES venue to make industry defining announcements ndash what will Ford SYNC pioneer next The Audi Chairman Rupert Stadler will join Mulally to make CES an auto show Audi will be the first luxury car to exhibit at the Electric Vehicle Techzone The Consumer Telematics Show will be held the day prior to CES This event sponsored by Telematics Update will focus on the ap-plication of Telematics connectivity and wireless to vehicles AutoTechInsider LLC is always delighted by what we learn by attending these industry-defining shows As a service to our customers we are making both of our new expanded reports - SEMA 2010 and CES 2010 available to our clients for the discounted price of $399 ndash an offer avail-able until January 4 2011 Note after Jan 4th the reports will be sold separately for $199 and $399 respectively These will be extensive reports - a full narrative photos and analysis based on a walk through the shows I think you will agree this is a value and that you should take advantage of this offer These are challenging but promising times for our industry ndash resurgence Please visit our site to place your order and to obtain past reports many of them free

Dave McNamara

Phone_ 734-645-1598

Emaildmcnamaraautotechinsidercom

Craig Simonds

Phone 313-408-0640

E-mail csimondsautotechinsidercom

The automobile industry is profoundly affected by adjacent industries that

produce the technologies that are involved directly or indirectly in the

production of a vehicle Since the percentage of a given vehicles cost re-

lated to electronics software networking solutions and related services

continues to grow we are most interested in these technology areas

Based own our extensive experience in the automotive industry we cover

major events and produce insightful reports on the technologies the com-

panies and the trends that we believe will have a significant impact in the

near future

AutoTechInsider LLC

Insights For The Automotive

Industry

See you at SEMA CES and CTIA Wersquore on the Web

wwwautotechinsidercom

Page 5: Nov 2010 Newsletter Autotechinsider Llc

P A G E 5

Key Events to Follow ndash 2010 SEMA in November and 2011 Consumer Electronics Show in January

This is an exciting season for automotive electronics The Special Equipment Manufacturers Equipment (SEMA) ldquoaftermarketrdquo an-nual show held in Las Vegas opens in early November The after-market will showcase their ingenuity and importantly their partner-ship with OEMs to seamlessly integrate new and compelling fea-turesfunctions For example Ford will recognize craftsmanship ingenuity through its vehicle design awards This Ford award rec-ognizes unique vehicles that make a significant contribution to vehi-cle design OEMs continue to open the carrsquos interior to the plethora of consumer devices and are working closely with the ldquoaftermarketrdquo The other key event on our calendar is the Consumer Electronics Show held in Las Vegas January 6-9th

We expect Mr Mulally CEO of Ford to again use the CES venue to make industry defining announcements ndash what will Ford SYNC pioneer next The Audi Chairman Rupert Stadler will join Mulally to make CES an auto show Audi will be the first luxury car to exhibit at the Electric Vehicle Techzone The Consumer Telematics Show will be held the day prior to CES This event sponsored by Telematics Update will focus on the ap-plication of Telematics connectivity and wireless to vehicles AutoTechInsider LLC is always delighted by what we learn by attending these industry-defining shows As a service to our customers we are making both of our new expanded reports - SEMA 2010 and CES 2010 available to our clients for the discounted price of $399 ndash an offer avail-able until January 4 2011 Note after Jan 4th the reports will be sold separately for $199 and $399 respectively These will be extensive reports - a full narrative photos and analysis based on a walk through the shows I think you will agree this is a value and that you should take advantage of this offer These are challenging but promising times for our industry ndash resurgence Please visit our site to place your order and to obtain past reports many of them free

Dave McNamara

Phone_ 734-645-1598

Emaildmcnamaraautotechinsidercom

Craig Simonds

Phone 313-408-0640

E-mail csimondsautotechinsidercom

The automobile industry is profoundly affected by adjacent industries that

produce the technologies that are involved directly or indirectly in the

production of a vehicle Since the percentage of a given vehicles cost re-

lated to electronics software networking solutions and related services

continues to grow we are most interested in these technology areas

Based own our extensive experience in the automotive industry we cover

major events and produce insightful reports on the technologies the com-

panies and the trends that we believe will have a significant impact in the

near future

AutoTechInsider LLC

Insights For The Automotive

Industry

See you at SEMA CES and CTIA Wersquore on the Web

wwwautotechinsidercom