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Strategic Analysis of Automotive Digital Assistant Market,
Forecast to 2025 Despite Fierce Competition, Digital Assistants will Coexist And Become Complementary,
Providing Access to Each Other's Growing Strengths and Services
Global Automotive & Transportation Research Team at Frost & Sullivan
K329-18
November 2019
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2K329-18
Section Slide Number
Executive Summary 6
Key Findings 7
Digital Assistant Evolution 8
Hybrid Platforms—Emerging Winner 9
OEM Digital Assistant Partnerships 10
Digital Assistant—Select OEM Proprietary Solution Analysis 11
Current and Future Outlook 12
Research Scope, Objective, Background and Methodology 13
Research Scope 14
Research Background 15
Research Aims and Objectives 16
Key Questions this Study will Answer 17
Research Methodology 18
Market Overview 19
Digital Assistants—An Overview 20
Automotive Digital Assistant Market Insights 21
Contents
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Section Slide Number
Audio Vendors Focus on Advancing Noise Cancellation Tech 22
Digital Assistant Evolution in the Automotive Environment 23
Role of AI in Automotive Digital Assistants 24
Emotional Intelligence AI Integration in Digital Assistants 25
In-car AI Assistants to Assimilate with User’s Digital Lifestyle 26
In-Car Voice Biometrics 27
Monetizing Voice Search 28
Application Roadmap for Digital Assistants 29
Forecast and Outlook 30
Voice Recognition Integral Part of HMI 31
Forecast Assumptions and Analysis 32
Embedded Digital Assistant Market Penetration 33
Brought-in Digital Assistant Market Penetration, 2018 and 2025 34
Global Automotive Digital Assistant Market Penetration Forecast 35
Digital Assistants—Regional Highlights 36
Automotive Digital Assistant Market—Future Outlook 37
Contents (continued)
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Section Slide Number
Use Cases and OEM Examples 38
Digital Assistant Use Cases 39
Teslabot v2.0 40
BMW Intelligent Personal Assistant (IPA) 41
MBUX Voice Assistant—Hey Mercedes 42
Ford SYNC with Amazon Alexa 43
Digital Assistant through Customer Reviews 44
Company Profiles 45
Industry Players Developments 46
Nuance—Dragon Drive 47
IBM—IBM Watson AI Assistant 48
SoundHound—Houndify 49
Digital Assistants in China 50
Emotion-Aware Vehicle Assistants (EVA) 51
Amazon Alexa in Automotive Environment 52
Amazon Alexa is Going Deeper in Vehicles 53
Contents (continued)
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Section Slide Number
Innovative Microsoft Solutions Digital Assistants, AI and Azure IOT 54
Google's Growing Presence in the Automotive World 55
Growth Opportunity Analysis 56
Automotive Digital Assistant Ecosystem Companies 57
Growth Opportunity—Partnerships, Business Models & Acquisitions 58
Automotive Digital Assistants—Strategic Imperatives 59
OEM Recommendations 60
The Last Word 61
Conclusions 62
Legal Disclaimer 63
Appendix 64
Acronyms 65
Market Engineering Methodology 66
List of Exhibits 67
Contents (continued)
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Research Scope
Source: Frost & Sullivan
Passenger Cars Vehicle Type
2019–2025 Forecast Period
2018–2025 Study Period
2018 Base Year
North America (NA), Europe, and China Geographical Scope
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Research Background
Source: Frost & Sullivan
This study summarises content from several of Frost & Sullivan’s recently published and in-progressresearch services in the area of passenger vehicle telematics, including the following:
• ME93-18: Global Connected Car Market Outlook, 2019 (Completed)
• K329-18: Strategic Analysis of Usage-based Insurance Market for Passenger Vehicles, Forecast to2025-Global (Completed)
• MDF0-18: Analysis of Embedded Telematics in the Automotive Industry, Forecast to 2025 (Completed)
• K329-18: Global Automotive Navigation System Market, North America, Europe, and China: Forecast to2025 (Completed)
• K36F-18: CES Automotive and Transportation Highlights, 2019 (Completed)
• MD7B-18: Global Automotive Operating Systems Market, Forecast to 2025 (Completed)
This study is also supplemented by ongoing interactions with vehicle manufacturers, suppliers, serviceproviders and software providers in the area of connected vehicle services.Prev
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Research Aims and Objectives
Source: Frost & Sullivan
Aim
• The aim of this study is to research the key trends in the global automotive digital assistant market andidentify various segments and discuss their potential for growth.
Objectives
• To provide a strategic overview of the global automotive digital assistant market, including key technologytrends and developments.
• To provide the penetration rate of the global automotive digital assistant market for 2018 and 2025.
• To provide profiles of key market participants.
• To furnish an analysis of the current and future addressable market, available opportunities, and detailedanalysis of use cases focusing on the automotive industry.
• To identify growth opportunities and companies to action pertaining to the automotive industry.Preview
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Key Questions this Study will Answer
Source: Frost & Sullivan
Which type of automotive digital assistant sees higher adoption in the global market?
How does the competitive landscape look like? What are the different strategies adopted by OEMs,Tier I suppliers, and security start-ups?
What are the current trends in the automotive digital assistant market?
What are the approaches automakers are adopting to include digital assistants in the vehicle?
What are the different business models adopted for vehicle voice suppliers and which one willgarner value in both the current and the future ecosystems?
What future trends are likely to be seen in the automotive digital assistants market?
What are the growth opportunities for OEMs and Tier I suppliers in the automotive digital assistantspace?
Automotive Digital Assistant Market: Key Questions, Global, 2018–2025
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Research Methodology
Source: Frost & Sullivan
Research Methodology: Frost & Sullivan’s research services are based on secondary and primary research data.
Secondary Research: Information is extracted from existing studies and project material within theFrost & Sullivan database. Data is also gathered from technical papers, specialised magazines, seminars, and Internet research.
Primary Research: More than 20 telephonic interviews were conducted by senior consultants/industry analysts with originalequipment suppliers, regulatory authorities, and Tier I suppliers. Primary research accounts for 80% of the total research.
Company
Amazon
Apple
Continental
Sensory
Harman
IBM
Microsoft
Nuance
SoundHound
Company
Audi
BMW
Daimler
Ford
Honda
Hyundai
Tesla
Toyota
Volvo
Volkswagen
Automotive Digital Assistant Market: Key Participants, Global, 2018–2025
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Digital Assistants—An Overview
Source: Frost & Sullivan
Automotive Digital Assistant Market: Overview, Global, 2018–2025
New Entrants
Huawei XiaoyiBMW Intelligent personal assistant
Shift in Microsoft Approach
Virtual assistant solutionaccelerator; building customizeddigital assistants is Microsoft'snew conversational AI strategy.
Expanding Array of Digital
Assistant Services
Access, Authenticate,Personalize and Pay
Driver Companion
OEMs—Honda(HANA) andToyota(Yui)—are building omnipresentdigital assistants, capable ofrecognizing occupants mental statesand making recommendations
Tech Players’ Aftermarket Route
Anker's Roav Bolt device for Googleassistant
Echo Auto and Anker's Roav Viva forAmazon's Alexa on board
Personalization
In-house digital assistantwith ML/AI capabilities that
help it to store multipleprofiles and learn the
preferences of customers
Multimodal biometrics
Convergence of voicebiometrics and facialbiometrics for drivermonitoring systems
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Voice Recognition Integral Part of HMI
Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan
Automotive Digital Assistant Market: Voice
Recognition Integral Part of HMI, Global,
2018, 2020 and 2025 Market Implications
HM
I T
ec
hn
olo
gie
s P
en
etr
ati
on
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Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan
Key Observations
Pe
ne
tra
tio
n o
f E
mb
ed
ded
DA
in
Ca
rs W
orl
dw
ide (
%)
Embedded Digital Assistant Market Penetration
Automotive Digital Assistant Market: Embedded Digital Assistant Penetration Forecast, Global, 2018–2025
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Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan
Global Automotive Digital Assistant Market Penetration Forecast
Automotive Digital Assistant Market: Penetration Forecast, Global*, 2018 and 2025
X Million
Cars
X Million
Cars
*North America, Europe and China
Millio
n C
ars
Frost & Sullivan Analysis Preview
63 K329-18
Legal Disclaimer
Frost & Sullivan is not responsible for any incorrect information supplied to us by manufacturers or users. Quantitative market information is based primarily on interviews and therefore is subject to fluctuation. Frost & Sullivan research services are limited publications containing valuable market information provided to a select group of customers. Our customers acknowledge, when ordering or downloading, that Frost & Sullivan research services are for customers’ internal use and not for general publication or disclosure to third
parties. No part of this research service may be given, lent, resold or disclosed to noncustomers without written permission. Furthermore, no part may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the permission of the publisher.
For information regarding permission, write to:
Frost & Sullivan
3211 Scott Blvd., Suite 203
Santa Clara, CA 95054
© 2019 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property of Frost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan. Prev
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Acronyms
Source: Frost & Sullivan
4G and 5G 4th and 5th Generation (Internet connectivity)
ADAS Advanced Driver Assistance System
API Application Program Interface
eCall Emergency Call
HMI Human Machine Interface
LBS Location-based Services
OEMs Original Equipment Manufacturers
OTA Over the Air
POI Point of Interest
SOTA Update Software Over-the-air Update
UX User Experience Preview
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Market Engineering Methodology
One of Frost & Sullivan’s core deliverables is
its Market Engineering studies. They are based on our proprietary Market Engineering Methodology. This approach, developed across the 50 years of experience assessing global markets, applies engineering rigor to the often nebulous art of market forecasting and interpretation.
A detailed description of the methodology can be found here.
Source: Frost & Sullivan Prev
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