The connected car 2011

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research

The Connected Carubermore research, march 2011

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Over 1 million connected cars were sold last year.

Future generations of car buyers will place far greater importance on in-car services and software capabilities.

http://www.emarketer.com/Reports/All/Emarketer_2000690.aspxInternet in the Car: The Future of In-Vehicle Connectivity Automotive Research Q4 2009 Topical Report - Internet in the Car 2

Whats making the connect car more important?

Rise of the Smartphone

Thirst for connectivity

Willingness to pay

Rise of location services

The opportunity is for connected daily utility highly integrated into the car39% European penetration by 2014.

77% of Europeans cannot live without daily internet access.

Analysts estimate Apples App store generated $428 in revenue since launch.

Facebook places, Gowalla, etc.NFC wallet integration.

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"The game has changed from a battle of devices to a war of ecosystems.

The emergence of ecosystems represents the broad convergence of the mobility, computing and services industries.

Stephen Eslop, Nokia CEOCar manufactures are focused on inventing the connected car as a source of competitive advantage.Automotive OEMs need to understand that ecosystems sell the hardware

Why should manufactures have the best connected car?

USP

Risk

Servicing Profitability

Secondary revenue and loyalty

Cars of the future will be differentiated by interface not mechanicsThe ecosystem lesson.

Ask Toyota why connected fault monitoring might be important.

The bulk of value for manufactures comes servicing rather than sales.

Apple makes 30% on all apps sold in its ecosystem.

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Navigation: Smartphone vs. Automotive

3652,010

vs.Who will own the OS & developer environment of tomorrows car app store?Free SatNav on your NokiaiDrive on BMW Series 1

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NFC : key fob vs. Smartphone

Key fob NFC paymentMobile NFC paymentWho will own the billing relationship?Key IgnitionMobile Ignition

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The future is about just knowing based on context and history

"We still think of search as something you type. Perhaps a decade from now, you will think, well, that was interesting, I used to type but now it just knows.

Eric Schmidt

Cars have a particular form of context and social interaction

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How can we make the car just know?

THINK MORE ABOUT

Upgradable intelligence

The car as a social connected space

The revenue share model

Developers and APIs

Voice, gestures and sensors

Replicating the Smartphone

THINK LESS ABOUT

Fixed bought options

The isolated pilot

Closed proprietary systems

Ivory tower product designers

The traditional dial dash

Enhancing via the context

Who will own the interior experience? The smartphone or the car?

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Review of current in-car software systems

Ford Mercedes BMW VW Group Audi Hyundai Toyota*

Sync Mbrace Assist, Connected Drive Planned Google 3dBlue / linkSafety Connect / Lexus Enform * Not reviewed

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FORD

Leadership in telemetrics has been a large part of Ford's greater credibility in North American. Sync is so important that it's one of the few (only?) sub-brands to be physically badged in ford interiors. Already in 14 models in North America, its based on Microsoft Windows Embedded Automotive

Sync has revived the perception of the brand as an innovator and leader. But Ford is struggling to bring the proven technology quickly to the European market. Originally promised in 2010the old hardware it runs on will begin to look very tired by the end of this year.

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MERCEDES

The king of safety and convenience has mbrace. A long term partnership with American based innovator Huges Telematics. The platform gave a real step change in capability, but can a single development partner keep up with the pace of innovation in this sector?

Fittingly, Mercedes is one of the few systems to offer and in-car and human concierge system.

www.mbusa.com/mercedes/mbrace/navigation_and_destination

ATLANTA, Jan. 6, 2011 - Mercedes-Benz USA (MBUSA) announces a new mbrace service planned to launch in early 2011. Developed by its partner, Hughes Telematics, Inc. (HTI), (OTCBB: HUTC and HUTCW), the new feature allows customers to safely and conveniently send destinations to their Mercedes-Benz in-vehicle navigation system. Also included is an innovative networking function called Drive2Friend, which enables customers to connect and navigate to contacts and/or friends.

The new mbrace service extends remote access beyond traditional map websites, offering nine different ways to send destinations to Mercedes-Benz vehicles. mbrace customers can experience enhanced flexibility, using the new service to send destinations with a new mbrace Mobile Application feature, website and browser toolbar widget.12

AUDI

Part of VW group, Audi has their own startup focused in for 'multimedia systems' (MIS), and seem the test bed for VWs most advanced innovations. Announced at CES, Audi intended to create an entertainment app store.

"A major area of activity is total control systems. These include the next- and next-but-one-generation MMI concepts, freely programmable instrument clusters and attractive advances in the head-up display, for instance." Rupert Stadler, Chairman of the Board of Management of AUDI AG CES 2011

Audi concept carhttp://www.audi.co.uk/about-audi/latest-news/audi-e-tron-spyder-concept.html

Instead of the classic instrument cluster, the concept car is equipped with a large display with integrated MMI functions and flanked by two round dials. The MMI can be controlled via a touch-sensitive control panel on the steering wheel an element inspired by modern smartphones. It can also be controlled via the MMI control unit (MMI touch) on the centre console. Besides information about the speed, the revs of the combustion engine and the electric drive, the central display also provides all of the key information from the infotainment and navigation systems.13

VW GROUP

Unusually for a German brand, VW have their research group, Electronics Research Laboratory (ERL), based outside Germany in Silicon Valley. Arguably the lab to really watch.

They've had many high profile and successful projects - the world first 3D Google earth integrated into current production models, a fruitful partnership with Nvidia and a range of amazing collaborations with Stanford.

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BMW

Their current offer is called Assist. ConnectedDrive the umbrella for a number of prototypes and technologies from BMW futurelab. The key fob wallet using near field communication seems the most developed surprising idea. Eagerly awaited is the forthcoming 2011 futurelab concept car.

BMW have announced that meego which will become the infotainment platform of their future cars. (Nokia has abandoned meego for Microsoft)Worth watching are the four futurology documentaries on: www.bmwactivatethefuture.com

www.bmw.com/futurelab15

HYUNDAI

Heavily invested in a lab and research group thee years ago, co-funded with Microsoft using Microsoft Windows Embedded Automotive. Whilst not the most attractive, it appears to be the most innovative UI.

At Detroit, Hyundai introduced an array of innovations including configurable displays and really nice haptic input devices. These must make BMW finally think of re-inventing the awkward and hated iDrive jog wheel!

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Where should manufactures focus?

As internet cars hit the mainstream, manufactures will have to become far more agile to the demands of a connected consumer if they wish to be the brand of choice.

The battle has started, and the pace of innovation is far greater in the web and telecoms industry.

The automotive industry has to move at internet speed by investing in digital experience and experts.

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us@ubermore.comthanks

mike@ubermore.com18