AGL AMM Renesas Keynote · Allies&Build&Foundations&for&Business&Expansion 2 Philip II of...

GENIVI & AGL -‐ How to Get Along and Grow the Market

Joel Hoffmann, Open Platform Marketing Manager, Renesas Electronics

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Allies Build Foundations for Business Expansion

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Alexander, the oldest surviving image Philip II of Macedonia, father of Alexander the Great

Joel Hoffmann

• Over 30 years experience developing new markets, with heavy focus on automotive software and open development concepts in the Connected Car segment. He is currently developing and executing open software marketing strategy for the largest automotive silicon supplier, Renesas Electronics.

• Previously, Joel held a longstanding career with Intel, where he served in numerous positions of increasing seniority. Most recently, from March 2011-‐February 2015, he served as an Automotive Strategist for the Intel Automotive Solutions Division where he successfully grew the first open automotive software consortium, GENIVI Alliance, as Director of Marketing and Intel representative to Board. Additionally, he expanded Intel’s Automotive Industry influence from #3 to #1 on the Connected Car topic through social media, interviews and public showcases worldwide.

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Who is Renesas?

4https://www.youtube.com/watch?v=HUclp3eVNKk

https://www.youtube.com/watch?v=HUclp3eVNKk

What GENIVI is not

• An Operating System or distribution

• A Complete Specification

• An Infotainment Head Unit

• Automotive Linux Reference

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Complimentary Value Propositions

GENIVI ■ An open standard for aligning

automotive and consumer infotainment cycles

AGL ■ Collaborating to build the car of

the future through rapid innovation

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■ Faster time to market: Leverage standard architectures, tools and components to accelerate product innovation, development and deployment






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■ Lower cost: Re-‐usable components and re-‐deployable solutions take the pain out of individual integrations as your solutions evolve, with no licensing fees






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■ Lower cost: Re-‐usable components and re-‐deployable solutions take the pain out of individual integrations as your solutions evolve, with no licensing fees

■ Better quality: Best-‐in-‐class partners throughout the supply chain are continuously improving solutions built to standard interfaces, from chips to apps

GENIVI Survey Says

“The survey also showed market information noting that 12 respondents received GENIVI-‐specific product requests from automakers. Most respondents had received between one and five requests for GENIVI solutions in the past 12 months. Six respondents expected the same number in the next 12 months while three believed they would receive more requests in the next 12 months. None believed they would receive fewer requests. The survey also showed seven requests in Europe for Linux-‐only (i.e., not specifying GENIVI) solutions, four in Asia and three in the Americas.”

GENIVI Supplier Usage Survey Report © 2015 GENIVI Alliance

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GENIVI Survey Says

“The survey also showed market information noting that 12 respondents received GENIVI-‐specific product requests from automakers. Most respondents had received between one and five requests for GENIVI solutions in the past 12 months. Six respondents expected the same number in the next 12 months while three believed they would receive more requests in the next 12 months. None believed they would receive fewer requests. The survey also showed seven requests in Europe for Linux-‐only (i.e., not specifying GENIVI) solutions, four in Asia and three in the Americas.”

GENIVI Supplier Usage Survey Report © 2015 GENIVI Alliance

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The survey showed that the following potential benefits of using GENIVI deliverables were the most important to them (in ranked order): -‐ Flexibility to pick and mix open source and commercial components -‐ Time to market acceleration -‐ Reduced development costs -‐ Ability to deploy software on multiple hardware targets -‐ Reusability of software modules.

Renesas Automotive Open Source Credentials

• Linux Foundation Gold Member since 2014

• AGL Gold Member • Active in BSP team • AMM and ALS frequent sponsor

• GENIVI Alliance Core Member since 2009 • Active in BIT and AMM sponsorship • Reference platform for GDP and AA integration project

• Generally first to achieve GENIVI compliance (latest is 8.0)

• Yocto Project Silver Member

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Collaboration at its Finest

• Stable supply for customers is core value

• Respect for worldwide requirements and responsibility

• Open at all levels leads to higher reliability and trust

• Using “Obeya” or “big room” method to visualize customer needs

• Thorough sharing of information accelerated progress

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CASE STUDY

Recovering Renesas’ Naka FabRecovering Renesas’ Naka Fab

Courtesy EE Times News & AnalysisEE Times News & Analysis

03August2011

https://youtu.be/Vwkdf7j65IQ (8:50)

https://youtu.be/Vwkdf7j65IQ

Renesas Automotive Open Source Experience

■ Better quality software: Best-‐in-‐class partners throughout the supply chain are continuously improving solutions built to standard interfaces, from chips to apps

■ Re-‐use through single Open BSP strategy same software is used from prototype through to production, continuous improvement by customer feedback

■ Liability management and compatibly across scaled product offerings and OSVs

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Implementing and Influencing Standards

Draft W3C specification for vehicle data web APIs delivered at GENIVI Spring AMM (May 2014) Formed a working group to take draft spec and publish as a full W3C standard

http://www.w3.org/auto/ Several GENIVI members contributed significantly to draft spec and hosts the only open source reference implementation GENIVI navigation requirements and APIs primary input to W3C standard Navigation Web API

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GENIVI chosen by AUTOSAR as 1st partner to develop interface concept to non-‐AUTOSAR ECU

Standard Navigation Web API

http://www.w3.org/auto/

Interconnecting Industry Stakeholders

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GENIVI Money Flow

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$$$

Google Android Money Flow

■ Google starts with a software stack in the open, then adds value to build it’s private ecosystem

■ Advertising revenue is the goal, so prices must be low and wide hardware choices are needed

■ High volumes are essential as each set of viewers represents ad revenue

■ 1 billion cars are the new ad consumers

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Apple Money Flow

■ Apple starts with elegant and pricey hardware and adds valuable software to make it “just work”

■ Control of the ecosystem is extremely important to preserve brand value

■ Revenue is derived from hardware and upgrades / licensing

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AGL Money Flow

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How to work with both GENIVI and AGL

• Identify the AGL Business Value and promote to the industry -‐ increased low cost marketing

• Interact closer with GENIVI and other common forums • Expand story beyond IVI to more complete solutions using the AGL distribution

• Encourage joint membership • Offer AGL incentive to GENIVI members (see new GENIVI startup program)

• Negotiate industry visibility for members through both alliances

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THANK YOU

Joel Hoffmann, Open Platform Marketing Manager, Renesas Electronics

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