Emerging Trends and Business Models for the Connected Car
Transcript of Emerging Trends and Business Models for the Connected Car
1 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Emerging Trends and Business Models for the Connected Car
Andrew PoliakDirector, Business Development, AutomotiveQNX Software Systems
A subsidiary of Research In Motion Limited
Navigation and Radio
Infotainment InstrumentClusters
Telematics / Handsfree
Where will you find QNX?
3 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Silicon relationships
Auto OEMs
Suppliers
QNX
QNX is in over QNX is in over 200200 vehicle modelsvehicle models
Middleware
Extensive automotive experience
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Agenda
Connectivity trends
The automotive application store
Interaction between cars and mobile devices
The cloud
Rear-seat entertainment challenge
Instrument clusters transition into cockpit displays
Green trends
Evolution of the value chain
Example of business model evolution: RIM
5 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Delivering connected services into the vehicle
“Car” applications
For features that consumers expect in a vehicle: navigation, driver safety, security
Applications are enhanced by connectivity, but may not require it
“Pocket” applications brought into the vehicle onsmart phones and other consumer devices
Application logic resides on consumer device
Integrated into the automotive experience
“Cloud” applications
Application logic resides in cloud
HTML 5 engine to render content in vehicle
Browser or lightweight web app in vehicle
6 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Connectivity trends
Remote terminal
Application resides only in phone
Remote terminal client (such as VNC) in car replicates phone HMI
Connectivity: USB or Bluetooth SPP
Remote skin
Application resides in phone
Remote skin resides in car, controls phone application
Connectivity: USB or Bluetooth SPP
Application resides only in car
Smart phone provides connection to cloud
Connectivity: USB or Bluetooth rSAP/DUN
Tethering
Application and connectivity implemented completely in car
Available today, platform dependent
Embedded
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Application stores: Continental, Ford, etc.
“Openbeak Pandora and Stitcher are first to use Ford Sync API, bringing Twitter,
Internet radio control into vehicles”
— Ford Press Release
“Continental will unveil an application store concept in the second
half of 2010.”— Continental FAQ
Tier 1 application stores OEM application stores
Disadvantages:
Creates vendor lock-in by being “open” but proprietary
Disadvantages:
Disrupts supply chain
OEM must make large up-front investment
Difficult to attract development community
8 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
iPhone integrationconcept system
MINI Connected Infotainment System
Strasbourg EV iPhone
Mobile Onstar BlackBerry
Mobile devices playing new roles
QNX is a leader in device connectivity supporting Apple, MS, RIM, BT, ...
OEM device replacement
Remote interaction with vehicle
Hybrid OEM + device-based systems
Download free
app from app store
Operate map
in iPhone
Scroll map,
Zoom in or out,Input your destination
Map in car navigation system
makes the same moves
Denso example:
9 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Smart phone application trends
App runs in smart phone
App can be controlled fromthe car
Smart phonelink, type A
Partial app runs in smart phone
Partial app runs in car
Smart phone app and in-car appwork together
Uses smart phone as modem
App runs in car
Car accesses data on server
Uses smart phone as modem
App runs on server
Car accesses data on server
Smart phonedownload type
Smart phonelink, type B
Cloud-based application
Server
HMI /DisplayCommand
App
Server
HMI/DisplayApp
App
Server
HMI/DisplayCommand
App
Server
HMI/DisplayApp
App
10 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
iPod out / terminal mode integration
VNC client / video in
Bluetooth SPP / USB
VNC server / video
Smart phone app
Device display integration
Consumer device provides simplified “car mode” user interface
Restricted access to device applications
Car and device negotiate display characteristics and scaling
Benefits
Simple integration
When app becomes available on phone, it also becomes available in the car
Drawbacks
Developer community might not have appetite to create “car mode” HMI
Possible fragmented user experience
Policy management and driver distraction issues
Pressure on OEM brand
TCP/IP stack
App negotiation, policymanagement & configuration
11 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Cloud-based applications
QNX support for HTML 5, Adobe Flash 10.1, and Adobe Air
Connecting the car to Internet applications
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Webkit — Used everywhere
Google Chrome
HP WebOS
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Cockpit displays — The next ‘big thing’
QNX provides advanced graphics support: Silicon (Imagination, Fujitsu, ATI, Nvidia, etc.), Standards (OpenGL, VG, OpenKode)
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Heads-up displays
QNX advantage: Composition manager layering / graphics
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Problems for rear seat entertainment: $499 tablet versus $1,999 OEM system
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The importance of “Green” in automotive electronics
QNX fast boot and power management solutions
Example: Harman/Becker GreenEdge
Example: Bose
As more electric and hybrid vehicles launch, the need to manage power consumption will increase dramatically
Current is now effectively fuel; every bit of current draw decreases total vehicle range
Suppliers are already developing and marketing solutions
17 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Software value chain: moving towards OEMs
HMIMedia
Player
Media
PlayerPhoto
Viewer
Photo
ViewerEmailEmail BrowserBrowser NavigationNavigation Google
Maps
MapsYoutubeYoutube PhonePhone WeatherWeather Digital
Cluster
Digital
Cluster
HMI Applications
Flash
Lite 3
Flash
Lite 3Application
Framework
Application
Framework
HMI Services
Middleware
and applicationsMedia
Sync
Media
SyncMeta
Data
Meta
DataAudio
Codecs
Audio
CodecsVideo
Codecs
Video
CodecsiPodiPod ZuneZune PFSPFS UPnPUPnP
Multimedia
Phone
Manager
Phone
ManagerSMSSMS
Phone
Update
Manager
Update
Manager
Update
HTML
Engine
HTML
Engine
Browser
AEC /
NS
AEC /
NSVoice
Rec
Voice
RecTTSTTS
Speech
Navigation
Engine
Navigation
Engine
Navigation
Core OSMicrokernelMicrokernel Multi
Core
Multi
CoreFast
Boot
Fast
BootPower
State
Power
StateInstant Device
Activation
Instant Device
Activation
Core Operating System
Event
Notification
Event
NotificationResource Manager
Framework
Resource Manager
Framework
Supply Chain Softw
are 2008
Supply Chain Softw
are Stack 2005
Services
Touch
Gesture
Touch
GestureHard
Buttons
Hard
ButtonsMouse
Joystick
Mouse
Joystick
Haptic Controls
Graphics
OpenGL ES
3D
OpenGL ES
3DOpenVG
2D
OpenVG
2D
Device Connectivity
USBUSB BluetoothBluetooth MOSTMOST CANCAN
High Availability
System Health
Monitor
System Health
MonitorAdaptive
Partitioning
Adaptive
Partitioning
Networking
IPv4
IPv6
IPv4
IPv6WiFiWiFi SecuritySecurity Distributed
Processing
Distributed
Processing
File Systems
FATFAT NTFSNTFS HFSHFS
Disk
TransactionCD
DVD
CD
DVD
NFSNFS CIFSCIFS
NAND / NOR
TransactionQDB
SQLite
QDB
SQLite
Database
Supply Chain Softw
are 2012
Hardware
Social Apps
/ Games
Social Apps
/ Games
Other Applications
OEM
OEM
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Ford example
Disadvantage – High upfront engineering cost (over 150 contracted engineers)
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Quick facts about RIM
#4 mobile phone maker worldwide ─ shipped 294.9M phones in Q1 2010
41 million BlackBerry subscribers today with 65% year-over-year growth
10.5 million BlackBerry phones sold in Q1 2010
FORTUNE magazine’s fastest growing company in the world in 2009
20 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Example of business model evolution: BlackBerry Traffic
Cloud connectivity and mobile devices may have huge impact on OEM business models
Device integration with OEM systems can reduce BOM costs; for example, traffic, navigation, local search, Internet radio
Example: In North America real-time traffic information can cost as much as $2 per month per vehicle
Some mobile devices (e.g. Blackberry Traffic) provide this service for free
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Within the car
Around the car
((((((
((( (((
Universal application platform
To media sources
To the cloud
Connected devices
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“Dashboard 2.0”Wired
“The car of the future”LT Wire
“Future ride pimped with Internet”
CNN Money
QNX CAR platform overview
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Inside the connected car
Driver: Access to advanced navigation, vehicle safety and wellness, hands-free communication, automatic dealer appointment scheduling, and other driver-centric services.
Front passenger: Access to applications, home control, my PVR, and other management and control services.
Backseat: Free to enjoy a wide range of services: on-demand video, gaming, social networking, and web-based applications.
Wi-Fi modem creates a hotspot inside the car, providing connectivity for netbooks, personal media players, smart phones
3G or LTE provides high bandwidth, for both upstream and downstream content and data delivery
24 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
Addressing the challenges
QNX understands automotive requirements and challenges
Focused on bringing customers to production
Over 200 production models to date
Full support for automotive silicon (ARM, SH, PowerPC, x86)
Design, planning, and integration services anticipated and built in
Integration not left to you: team of QNX senior automotive engineers working on QNX components ─ no one is more qualified
Open and integrated ─ select from a wide array of hardware and middleware components, depending on your design
25 QNX Confidential. All content copyright QNX Software Systems.A subsidiary of Research In Motion Limited
QNX Software Systems
International telephone: +1 613 591-0931
Web: www.qnx.com
Andrew Poliak
Director, Business Development, Automotive
Thank you
Contact information