Let’s All build a MarketPlace !

Part 1: Opening suggestions Part 2: Fundamentals of a telematics OS and MarketPlace

Part 3: How to build a telematics MarketPlace

Part 4: Reality check

QUICK OVERVIEW

TELEMATICS BASIC MODEL HAS NOT EVOLVED MUCH SINCE 2000

Many channels to market

Complex ecosystem

No interoperability

Firmware based

TSP ASP

Live Content

Map Network

SIM

Reporting

Brands

Resellers

Integrators

OEM

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MARKET AND SERVICES ARE MATURING SLOWLY

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SUPPLIERS APPLICATIONS GEOGRAPHY UNITSQUALCOMM HCV, Local fleets, trailers… US< EU, South Africa,

Asia 600,000

TRIMBLE/ @ROAD (acq. PUNCH) Local fleets & mobile workers US, EU 250,000

SKYBITZ Trailer & assets monitoring US 200,000XORA (acq. GEARWORKS) Mobile worker monitoring US, Australia 150,000DIGICORE Local fleets South Africa, EU, ME 140,000MASTERNAULT (acq. THREE X, merge w. CYBIT) Local fleets and HCV EU (focus on France,

UK) 120,000

GE EQUIPMENT SERVICES (acq. by id systems)

Trailer and container monitoring US, EU 120,000

AUTOTRAC HCV Tracking (cargo and security) Brazil, Argentina 100,000

XATA (acq. TURNPIKE GLOBAL) HCV with private fleet focus US 100,000

NAVMAN WIRELESS Local fleet US, UK, Australia, NZ 100,000NETWORKFLEET Local fleet US 100,000

TRAFFIC MASTER Local fleet focus with some HCV US, UK 100,000

TOMTOM WORK Local fleet tracking and Nav EU, US 90,000

FLEETMATICS Local fleet US, UK, Ireland 90,000PEOPLENET HCV, private trucking US 85,000

Source: Licht Associates

BUT THE DEMAND IS STILL EVOLVING RAPIDLY

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Benefits understood by the users

MRM business case made

Demand is more complex- Multiple applications- New actors types- New devices- New verticals- Regional requirements- New applications

merging the MRM and consumer markets

Large screens overselling small ones OBD widely

required

Live traffic, speed limit alertsnow competitive advantagesin dispatch

THE BATTLE IS ON FEATURE SET INTEGRATION, SPEED AND QoS, NOT JUST COST

“Hardware agnostic” solutions don’t exist!

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$ UI $ Features$ Speed$ QoS

WE ARE STILL LIVING IN THE PRE- iOS ERA

Volume growth

Services m

ultiply

Complexity

emerges

Value understood

Brand education

push Hardware cost f

all

Service provis

ion

model breaks/

changesOS model

Do you recognise this pattern?

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DiagnosticsSafety

…

OEM

OEM specific priorities??

Assets Management

…

LEASING

No visibility on the Leasing app

??

Task Management

…

FLEET

No visibility on the Fleet’s need

??

Trafficspeedcam

…

DRIVER

Each Driver has different needs

WITH TELEMATICS, THE LACK OF OSIS FELT THROUGHOUT THE VALUE CHAIN

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SMARTPHONE STYLE SERVICE PROVISION CAN’T WORK NOW IN

TELEMATICS

Web-based platform not ideal today because of high bandwidth cost

Too many devices & no platforms Complexity not well supported in firmware environment

Calculation and data manipulation cannot be scaled on the embedded side

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Part 1: Opening suggestions Part 2: Fundamentals of a telematics OS and MarketPlace

Part 3: How to build a telematics MarketPlace

Part 4: Reality check

QUICK OVERVIEW

HOW TO BUILD AN OPEN TELEMATICS OPERATING SYSTEM

Requirements:

Availability on a range of form factors Multitasking between every services installed In-car usage / adapted UI Integration of each application with the navigation engine Adaptation/ localization… Built-in resistance to bugs and viruses

Barriers:

CPU speed / BOM cost No carrier support/ low ARPU

How many apps are running here?

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AN OPEN TELEMATICS OSNEEDS TO BE AN APPLICATION ENABLER

BUT MORE THAN THAT…

High Level APIs

Remote diagnostic Text to

SpeechDriver

Profiling

Navigation Push Messaging Tracking

OBD Library ScreenShare

engineOptimisedwirelessprotocols

Low level interface: GPS, GPRS accelero, battery,

CAN, OBD…

Power manageme

ntMemory

management

Flexible intercommunicatingcore components

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BUT MORE THAN THAT…

The OTOS needs:

The friendly environment of Windows CE Drivers SDK

Flexibility of Linux License free Compatibility with

numerous VM

AN OPEN TELEMATICS OSNEEDS A LINUX KERNEL

Dongle Black Box

PND Smart screen PND 2

eCall Black Box

CORE

&

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AN OPEN TELEMATICS OSNEEDS TO INCLUDE A NAVIGATION ENGINE

BUT MORE THAN THAT…

Remote diagnostic

Text toSpeech

DriverProfiling

Navigation Push Messaging

Tracking

OBD Library ScreenShareengine

Optimisedwireless

protocols

Low level interface: GPS, GPRS accelero, battery,

CAN, OBD…

Power management

Memory management

Navigation

Announcement manager

Embedded DBGUI

RoutingRendering

Dynamic Navigation Engine

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The Nav engine interact also with all the other embedded applications

AN OPEN TELEMATICS OSNEEDS TO BE A LOT MORE

Open on top and at the bottom

Multi applications

Performance

Reliable

Hardware agnostics

Built from the ground up with telematics in mind

CORE

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MOBILE DEVICES PROVIDES AN OPEN OPERATING

SYSTEM FOR THE TELEMATICS INDUSTRYWe offer Telematics Service Providers the simplicity enjoyed by Consumer Electronics players

PC & SmartPhones

Telematics Today

Telematics with

Morpheus3

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THERE MIGHT STILL BE A VALUE TO FIRMWARE

BUT FOR HOW LONG? Still the best approach if: Simple solution, one App, No update, Slow evolution C++ control Vs. Java’s flexibility Configuration tool : Ready Mix Pancake

The OS approach is not an alternative, it opens up more choices:

Advanced config tool to tune only the events Ability to use a 3rd party developer Brand or distribute an already-integrated app Create your own solution from starch! …. Or start with one choice and evolve!

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MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS

- Services are now provided by specialist companies: live traffic, driver profiling, scheduling/ optimization…

- Application sets need to adapt to geographical markets as well as verticals

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- Screen based apps must be native: the service comes to the driver to maximize relevance and limit distraction - Screen based solutions are becoming pervasive and crossing over the consumer/ MRM words

MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS

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Part 1: Opening suggestions Part 2: Fundamentals of a Telematics OS and MarketPlace

Part 3: How to build a telematics MarketPlace

Part 4: Reality check

QUICK OVERVIEW

THE PILLARS OF A TELEMATICS MARKETPLACE

All devices run on the same Operating System: Morpheus3 OS

Developers have access to a full SDK to build applications on the devices and change its settings

Smart communication protocols handle all the services at once while restraining the bandwidth used

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BASIC FUNCTIONSResellers

TSPWhiteLabel

Integrators

TSP

TSP

MarketPlaceLive Content & MapsProviders

Vertical specific application providers

Backend software providers

Customer specific solution

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TELEMATICS MARKETPLACEBENEFITS

Integrators and distributors come to find the latest and best in Telematics applications and content

Control the device through API Libraries

Control the communication gateway side through REST APIs

Control data plan’s cost through optimised Wireless Telematics Protocol

No joint ownership or shared IP between the MarketPlace and the TSP

=> REDUCED TIME TO MARKET

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Source: Licht Associates

CASE STUDY 1: RESPOND TO THE FEDERAL MANDATE ON

ELECTRONIC ONBOARD RECORDERS (EOBRS)

Hours of Service solution needed for all commercial vehicles

All size fleets now looking for more integrated and comprehensive solutions

MRM companies often don’t have the infrastructure, R&D resources and sales processes to provide for evolving solution

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Use OS based devices

Install a basic set of services

ASP build specific solutions on open SDK

White label solutions available to upgrade the basic service set

Already installed devices can be updated OTA

ResellersTSP

Integrators

TSP

TSP

CREATING A SOLUTION FOR HOS

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The service pack is made of:

Navigation

Live Traffic

Track and Trace

Hours of Service

Messaging

Task management

Signature recognition

E-call and B Call alerts

THE SERVICE SET BECOMES TARGET SPECIFIC

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CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE

EVOLVE Navigation Real-time speed camera alert Local search (Yellow Pages) Real-time parking place availability Real-time fuel price Real-time weather forecast

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Multitask: Get alerts whatever app you are on Shipped first with 5 services Weather application pushed OTA to all devices in June Now added MyLive Traffic, night mode, lane guidance…

CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE

EVOLVE

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Part 1: Opening suggestions Part 2: Fundamentals of a Telematics OS and MarketPlace

Part 3: How to build a telematics MarketPlace

Part 4: Reality check

QUICK OVERVIEW

REALITY CHECK Numbers will never compare to SmartPhones How many apps do we need in a car? Regulations around the world Who is actually developing

Who publishes on the marketplace today? A business case for 3rd party developers? Who is calling the shot on service sets

How will a MarketPlace for Telematics stand out?

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Consumer services available todayService Provider Availability Integrated

app.Distributed app. (*)

Navigation, Routing and Real-time traffic information

NAVTEQ Traffic USA, Western Europe     

Local search Google search Worldwide Pages Jaunes France, Spain, Belgium   Infobel Western Europe

Real-time parking space availability

Navx France, Germany, Austria and Switzerland Neopark France

Real-time fuel prices Navx France, Italy, Spain, UK, NL, Belgium, USA Touristic guide Resto gourmets France

Safety cameras fixed

Navx 19 major European countries including France, UK, Spain, Germany, Italy…

Coyote 28 European countries including Russia Safety cameras reported Coyote France, Belgium, Netherlands, Italy

Weather forecast Custom Weather Worldwide Instant Messaging MSN Worldwide e-Mail Any Worldwide  SMS Any Worldwide  

(*) Distributed app. means that Mobile Devices can include this application in its quotation – Upon final agreement of the provider

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Services available in the MarketPlace tomorrow

Consumer applications Professional applicationsPayd Internet access Fleet managementDriver behavior Email TaxiRemote diagnostic News, stock, sport info AmbulanceRemote monitoring Concierge BusAnti theft (svr) Operator route guidance SnowplowTOLLING (proof of amount paid) Bcall Tachometer (integration with)

V2x Destination sent to car Trailer securityManual and automatic ecall CAR PAIRING (follow car A) Obd/ can bus

Congestion charging OFF BOARD NAVIGATION => multimodal Messaging

Navigation Electric vehicle services Driver profilingPoi search Eco drive Task managementFuel prices Speedcam alert Waste collectionLocal search Car pooling Signature recognitionWeather Music streaming Temperature controlParking Messaging Rfid connectorTraffic Police patrol alert Pda connector

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DO THE SAME TODAY!

You should build a Telematics MarketPlace too!

Build an Open Telematics OS (instructions above) Train the TSP with your SDK Build OS based black boxes for less than $100 Build screens that run unlimited number of apps for less than $400

Or chose to focus on your core business!

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THE GENERIC TELEMATICS PLATFORMEXISTS TODAY

Thank you !