Embed Size (px)
DESCRIPTION
More than ever, new wireless innovations are quickly changing the driving experience as well as adding new entertainment and connectivity options for passengers in the backseat. With built-in navigation and traffic tools, new safety features for drivers and countless apps and infotainment features for passengers, wireless is bringing a new level of connectivity to the driving experience.
Citation preview
Mobile Future Webinar:
The Connected Car: What’s
Driving “Mobile” Innovation Tuesday, October 18 at 1 PM (ET)
Presenters Jonathan Spalter, Chairman, Mobile Future
Scott Nelson, Director of Business Development, ATX Group/Cross Country Automotive Services
Mark Sagafi, Business Development, Automotive, Teleca
Where the Connected Car is Moving
Mark Sagafi
Head of Business Development, Automotive Teleca USA, Inc.
Agenda
1. What is the connected car experience? What will cars require moving forward from both a UX and wireless perspective to give consumers the desired infotainment experience?
2. How will mobile applications be handled inside the vehicle environment?
3. In-Vehicle Smartphone integration – challenges and future trends.
The Car is Getting Complex
1. The Connected Car Experience
• Connectivity options
• Handset sales by type
• Instrument cluster issues
Connectivity Options
North America Handset Sales by Type
40%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Percent of Total Handset Sales
Smartphones
Feature Phones
Basic Phones
• Android superphone popularity leading huge growth in North American smartphone volumes.
Source: Strategy Analytics – Wireless Device Strategies (WDS)
Todays instrument clusters present new challenges:
Differentiating and Personal HMIs
Support multi-ownership of vehicles through driver profiles
Support UI differentiation through advanced MMI frameworks (Flash, Qt, Kanzi, Mentor Inflexion)
Support multi-market rollout through localization
Usability concepts for direct access to main functionality
Navigation / LBS via Voice Control
Hands-Free Echo Cancellation and Noise Reduction
Voice Control via ASR / TTS
Multimodal Inputs/UI (Touchscreen, Jog-dial, rotary push-button, gesture control)
Local Connectivity via Bluetooth/WLAN for CE device integration
Challenges
Multi-Driver Ownership (Personalized UI and settings, PIM, etc)
Connected In-Vehicle Services
CE device integration
Lifecycle Management – Software / Functionality upgrade
Context-aware availability of functionality to prevent driver distraction
1. The Desired Consumer Experience
• Familiar user experience or UI from tablets and mobile devices
• Easy access to services
• Secure environment
• Non-distractive
2. Mobile Apps
• How will mobile applications be handled inside the vehicle environment?
• Safety regulations and concerns
• App storefronts – who manages these?
3. In-Vehicle Smartphone Integration
• How to get your Smartphone experience extended to your vehicle?
• Challenges of integration
• Future trends
Connecting to the Cloud
• Services on your Smartphone available in the vehicle via Terminal Server
How Does Teleca Handle Connected Car Opportunities
• Combining network access and entertainment systems to provide:
• Creation and productization of in-vehicle infotainment and telematics communication platforms
• Personal information management (email, contacts, calendar, audio/video, media sync)
• In-car audio and video routing and processing
• Location based services bringing real-time geographic information using device/user location information, spatial data and content based on user preferences
• Web 2.0 for enhanced design and usability
The Future of the Connected Vehicle
ATX Group, Inc
A Cross Country Automotive Services Company
Scott Nelson
Director of Business Development
Cross Country Automotive Services and The ATX Group
Markets
Connected Vehicle
Insurance Roadside
ATX – Connected Vehicle Services Business Unit of CCAS Delivering cloud-based content and services to OEM
vehicles – promoting safety and relevancy
CCAS and ATX
» Provide client branded services
» Over 100 corporate clients, serving 80 million vehicle owners
» 12 million requests for services per year
» Roadside assistance network manages over 34,000 independent contractors – one of largest in North America- responding to over 6 million roadside events per year
» Nearly 2 million telematics subscribers across luxury and mass-market platforms (BMW-Hyundai-Lexus-Rolls Royce Motor Cars-Toyota).
» Services delivered 24/7/365, managed to SLA’s to four-nines.
» 6 response centers / 4 data centers
» Privately held Cross Country Automotive Services established in 1972;
acquired ATX Group in 2008; together the enterprise is a leading provider
of services, technology that provide automobile manufacturers, auto
insurers with higher customer satisfaction, retention, and brand loyalty
with greater operating efficiencies.
Penetration / Subs / Demand
Data courtesy of
ABI Research,
Aug-2010.
Connected Vehicle
“Apps” in the Car
• Which apps & services?
• Why in-vehicle?
• What interfaces?
• What’s the User Experience?
Content & Services from “The Cloud”
Cloud-Based Plaform for Integrating Connected Vehicle Services
ATX Connected
Vehicle Platform
Carrier Command
Control Interface
Vehicle Gateway Services
Telematics Business Services
OTA Protocol Head
Unit
Telematics Control
Unit
PSTN PBX CTI
CRM VRM
Billing
Content Delivery Services
Data Services
Gateway Services
Web / Mobile / Dealer
Voice Services
Agent Services
Embedded approach to BlueLink:
“To Ensure a Consistent and Easy-To-Use Experience.” (Hyundai,
2011)
Hyundai
BlueLink
Carriers
Full Connected Vehicle Example Service and Contents Suite
PAC
KA
GES
BU
ILD
ON
EA
CH
OTH
ER
MOBILE
APP
OWNER
WEBSITE
CALL
CENTERS
AND
IVR
IN-VEHICLE
Challenges to Service & Content Delivery to Vehicle
• Bandwidth & Cost; Business Models
• Future-Proof; Vehicle vs. Consumer Device Life Cycle
• Scalability
• Security, Vehicle & User Data Privacy
• User Experience, Driver Distraction
• Deliver globally
Handset Linked vs. Embedded Systems What’s the eventual solution?
MINI CONNECTED / BMW LINK
On-Board App – Tethered Phone
Browser/Proxy - Embedded
Browser/Proxy – Tethered Phone
Embedded - Protocol
Network Access Device
Protocol Vehicle
User Interface
Data Interface
Tethered Phone- Protocol
Phone
Tethered Protocol
Vehicle
User Interface
Data Interface
BT WiFi USB
(DOV)
Phone App – Remote HMI
Phone
App
Vehicle
User Interface
Data Interface
A
P
I
BT WiFi USB
TERMINAL MODE (ONE FLAVOR)
Phone App – Terminal Mode HMI
Vehicle
User Interface
Data Interface
V
N
C
BT WiFi USB
Phone
App VNC
BT WiFi USB
App Vehicle
User Interface
Data Interface
Phone
Tethered
On-Board App – Embedded
Network Access Device
Vehicle
User Interface
Data Interface
App
Vehicle
User Interface
Data Interface
Network Access Device
Phone
App/ Tether
Vehicle
User Interface
Data Interface
BT WiFi USB
TRADITIONAL – ATX & ONSTAR STARTED 1976
TSP
FORD SYNC / TOYOTA ENTUNE
Some of these may be generalizations or
approximations of exact architecture
EMERGING / PROMISING
Browser/
Webapps
Browser/
Webapps
Challenges – Bandwidth & Cost • Embedded
– 3G/4G hardware just emerging to car
– Costly device – most OEMs have been reluctant
– Separate billing today
– BUT, brings reliability and “always there” connection
• Handset
– Tethered or through apps on the handset
– Could solve data cost problem (consumer plan)
– Unreliable connection, pairing problems* (*latter on decline)
– Some believe in leveraging content already off the smartphone onto vehicle interfaces
Challenges – Future-Proof Vehicle vs. Consumer Device Lifecycle
• Increasing challenge as consumers compare digital lifestyle experience outside the car with the lagging experience in car and enduring relatively fixed feature set for 10+ years
(RL Polk 2010) Average consumer
replaces phone
18-24 mos
12 mos
CE device
development cycle
Vehicle development
cycle
3 years
Average vehicle
ownership period
50 mos …
Average
vehicle age
10.2 years
Vehicle features fixed according to today’s technology expectations
“today”
(RL Polk 2010)
Approaches – Future-Proof Vehicle vs. Consumer Device Lifecycle
(*RL Polk 2010)
Average consumer
replaces phone
18-24 mos
12 mos
CE device
development cycle
Vehicle development
cycle
3 years
Average vehicle
ownership period*
50 mos …
Average
vehicle age*
10.2 years
Design in app-based
and updateable
vehicle architectures
Lauch with
“today’s” expected
content and apps
Add new app(s) or
update in-vehicle
feature
Enhance a feature /
content capability
from the cloud with no
update to feature /
app in vehicle
Add new app(s) or
update in-vehicle
feature
(*RL Polk 2010)
Enhance a feature /
content capability
from the cloud with no
update to feature /
app in vehicle
“today”
Challenges – Scale Disparate Auto App Ecosystems Not Sustainable
Toyota
Entune Ford
Sync
Chevy
MyLink
Although great start, development, maintenance, and scalability of disparate app
ecosystems will be a huge challenge. High vehicle integration and testing costs,
cannot develop new apps and meet consumer demands quickly enough.
MINI
Connected KIA
UVO ATX
OEM X
an
Scale – Unification / Federation Individualized or model-specific features
expressed with OEM BRAND’s identity and user
experience.
Safety & Security
Convenience
Information
Services
Voice Enablement
UI / brand personality
Authentication & Security
Provisioning and Billing
Wireless Management (if
embedded)
Content Management
+
and Partners!
Challenges – Security and Privacy More Connected Vehicle Demands Tighter Handling Of User Data, Privacy and Security
Vehicle &
End User Data
• Vehicle security
• Alarm
• Anti-intrusion
• Remote device
shutdown
• Remote vehicle
immobilization
• Stolen Vehicle
Recovery
• Security inherent in
pipe
• Secure sockets
(HTTPS)
• Device
authentication
• Device
deprovisioning
Carriers
• Consistent private
network access point to
vehicle
• Consistent
authentication and
security procedures
• Fraud Monitoring and
security alerts
• Consistent policies and
audits around sharing of
user data
• Authenticate, broker and
prioritize access to
vehicle and data
ATX
Dealers
Automaker
Third-
parties
Owner and
family
members
Secure,
private
Secure,
private
User Experience Individualized or model-specific features expressed with automaker BRAND identity and user experience.
Safety & Security
Convenience
Information
Services
Voice Enablement
UI / brand personality
Authentication & Security
Provisioning and Billing
Wireless Management (if
embedded)
Content Management
+
and Partners!
• OEM’s branded UI
• OEM specified feature set
• Balanced with Personalized
feature set
• Natural voice
commonization, consistent
access across all content
Challenges – Mitigating Risk of Driver Distraction User Experience and Driver Distraction - Complex
versus
• Select apps allowed
• Many apps ENHANCE safety and driving experience
• Vehicle-tailored interface, updateable from cloud
• Evolves feature set according to automaker, end user and societal needs
• Workload management
• Voice enabled access to services and content
balance
THE CONNECTED VEHICLE IS NOT JUST ABOUT TECHNOLOGY. IT IS EMPLOYING TECHNOLOGY TO
ENHANCE DRIVER SAFETY & CONVENIENCE, VEHICLE SECURITY, OWNERSHIP/BRAND
EXPERIENCE, ENHANCE REVENUE OPPORTUNITIES, CUSTOMER RETENTION/LOYALTY,
REAL-TIME MONITORING OF VEHICLE PERFORMANCE.
THANK YOU!
Scott Nelson, ATX Business Development
