Smartphone Vehicle Integration & Connectivity 2014

The Only Connected Car Congress Focused On Smartphone Integration To
Optimize Vehicle Competitiveness

REGISTER TODAY
DON’T MISS OUT

February 26-27, 2014 | San Francisco | California
1) Assessing The Very Latest User Data To
Evaluate The Business Case For
Smartphone Vs Embedded Infotainment
2) Examining How OEMs Can Integrate Smartphone
With Embedded Connectivity, Operating Systems &
Apps To Create Competitive Infotainment Systems
That Meet Customer Demand While Maintaining Product Differentiation
Presentations Will Focus On The Following Key Topics:

Over 20 Case Studies From Industry Leaders:

• INTEGRATING SMARTPHONE WITH EMBEDDED: Overcoming

reliability and interoperability challenges and optimizing functionality
• BUSINESS CASE & MONETIZATION: Comparing smartphone and

embedded functionality in regards to customer taste, costs and vehicle
competitiveness

Henry Bzeih

Chief Technology Strategist

Kia

Doron Elliott

Global Bluetooth Lead

Ford

Chip Goetzinger

• APP TRENDS & COMPETITIVENESS: Assessing big data and

Senior Manager Of Development & Program
Management Vehicle Connected Services

customer responses to apps and developing a productive app
ecosystem for developers

Nissan

Steffen Neumann

• CONNECTIVITY COSTS & DATA LIMITS: Using Wi-Fi and big data to

reduce the costs of connectivity for customers and improve reliability

Portfolio Manager App Development Group

Mercedes-Benz R&D North America
Alexander Muir

Senior Design Researcher

• SECURITY & INFORMATION PROTECTION: Evaluating and

Microsoft

mitigating the threats to unauthorized personal information disclosure
and loss of vehicle control
• DRIVER DISTRACTION & HMI: How to measure driver distraction

and NHTSA guidelines and mitigate through user interface and voice
recognition

Brigitte Richardson

Senior Engineer Voice Recognition

Ford

Andrew Poliak

Global Director Business Development,
Automotive

QNX

Tim Johnson
Organized By:

M Follow us @AutomotiveInnov

# SVC14

Director, Crash Avoidance & Electronic
Controls Research

NHTSA

w w w.sma rt- p h on e-vehicle-integration-2014.com

WE HAVE GROUP DISCOUNTS

You Can Involve Your Whole Organisation or Team
email info@london-business-conferences.co.uk for more information

Dear Colleague,
Vehicle OEMs are under significant commercial pressure to differentiate
infotainment products, remain competitive and increase vehicle sales.
To achieve this, the integration of smartphones with embedded solutions
must be optimized without compromising the unique selling point of the
infotainment system. Challenges surrounding interoperability, connection
reliability, security concerns and driver distraction must also be overcome
to provide a seamless in-vehicle infotainment experience that makes
the vehicle stand out while ensuring it meets the latest standardization
demands.
Join us at the first Smartphone & Embedded Connectivity Vehicle Integration
2014, where 20+ senior industry leaders will present case studies on
how they have created competitive infotainment systems and integrated
smartphones with embedded systems to maximize customer appeal and
sell more vehicles.
Other speakers include operating system providers, app developers and
wireless carriers as cross-industry collaborations will be key in overcoming
data usage constraints, enhancing the app developer ecosystem, keeping
connected cars secure and optimizing the user interfaces for each
functionality.
Sharing best practices from all key stakeholders, this congress will provide
a neutral platform to develop seamlessly connected vehicles that meet
customer expectations and maintain product differentiation.
Please take a look through the enclosed agenda and visit the website for the
fastest way to register:
www.smart-phone-vehicle-integration-2014.com
We look forward to welcoming you to San Francisco in February.
Kind regards,
The Automotive Innovation Team

VENUE INFORMATION
Hotel Kabuki San Francisco
1625 Post Street
San Francisco, California 94115
Phone: (415) 614 5419

8 REASON TO ATTEND

1

The only congress focused on the
business case of smartphone versus

embedded functionality and optimizing the
hybrid option

2

The only congress to assess app
competitiveness through the eyes of

the consumer based on big data analysis

3

The only event focused on
understanding infotainment with

the end of goal of increasing commercial
value, optimizing monetization
opportunities and pathways to selling
more vehicles

4

A chance to network with all
stakeholders including wireless

carriers, app developers, operating systems,
smartphone manufacturers, government
regulators and suppliers

5

Hear best practice solutions
for seamless connectivity,

interoperability, security and driver
distraction

6

Offering an agenda and speakers
based on extensive research

exclusively with vehicle OEMs - with no
call for papers and no vendor pitches

7

Identify and overcome security and
information protection concerns

associated with smartphone connectivity
in the vehicle

8

Come to a perfect networking
location with app developers, start-

ups and technology companies in San
Francisco, the heart of Silicon Valley

www.smart-phone-vehicle-integration-2014.com + (1) 800 721 3915 info@american-business-conferences.com

Day 1

Wednesday February 26, 2014
8.50 Chair’s Opening Remarks
KEYNOTE: SMARTPHONE VS EMBEDDED

9.00 Evaluating The Business Case For Embedded
Vs Smartphone Infotainment: Customer Preference,
Costs, And Which Method Will Ultimately Prevail
• Identifying key trends in the market; which OEMs have

chosen embedded, which have chosen smartphone
tethering and why
• Assessing how OEMs can differentiate themselves
and remain competitive in the outcome of a future
dominated by smartphone tethering
• Assessing the willingness of customers to use
existing smartphone data plans versus the additional
subscription costs of embedded connectivity; how to
monetize the opportunities
• Comparing the functionality pros and cons of
embedded and tethered approaches in regards to
short term monetization opportunities for OEMs
Chip Goetzinger, Senior Manager Of Development & Program
Management, Vehicle Connected Services, Nissan Americas
Henry Bzeih, Chief Technology Strategist, Kia

9.30 Question & Answer Session
KEYNOTE 2: OPERATING SYSTEM PERSPECTIVE

9.40 Hearing How OS Providers Plan To Enable Vehicle
Access To Their Operating Systems: Connectivity
Implications And How It Could Impact The Proprietary
Competitiveness Of Embedded Systems
• Assessing how an industry wide standardization of

operating systems would impact the ability of OEMs to
engage in profitable app development
• Outlining the vision of the major operating systems in
providing solutions for seamless in-vehicle connectivity
• Comparing the grades and standards for durability,
reliability, quality and sustainability between the
automotive industry and smartphone industry
• Evaluating opportunities for more transparent
partnerships to produce a productive app developer
community
Rudolf Streif, Director Of Embedded Solutions, Linux Foundation
Andrew Poliak, Automotive Business Director, QNX

SMARTPHONE CONNECTIVITY & INTEROPERABILITY
HOW OEMS ARE MANAGING COSTS, DATA USAGE,
RELIABILITY AND GLOBAL ARCHITECTURE TO PROVIDE
COMPETITIVE INFOTAINMENT SYSTEMS AND INCREASE
VEHICLE APPEAL TO CUSTOMERS

SMARTPHONE INTEGRATION & BUSINESS CASE ANALYSIS
Evaluating the business case for smartphone vs embedded in-vehicle connectivity, apps and operating systems in
relation to vehicle competitiveness, costs, and reliability
• How and where OEMs are acting in terms of

interoperability, testing, limits of reach and excess
of data to ensure the sustained performance of
connectivity
• Reviewing the reliability of smartphone connectivity in
remote areas and reducing the frequency of drop outs
• Comparing the advantages of smartphone and
embedded connectivity in regards to coverage to
assess which will provide more reliable connectivity
Bhaskar Krishnamachari, Associate Professor, University Of
California

CONNECTED DEVICE RELIABILITY

12.10 Overcoming The Current Reliability Challenges
Associated With Smartphone Integration And Ensuring
Any Phone Can Connect To The Vehicle
• Examining the causes and problems associated with the

lack of common platform – why do two Bluetooth phones
behave differently when paired to the same vehicle?
• Understanding the common complaints regarding lack
of consistency and reliability to integrate feedback into
design and ensure future ease of use
• Reviewing tethering options and engaging all industry
stakeholders to assess the road map towards
standardization
Doron Elliott, Global Bluetooth Lead, Ford

SMARTPHONE CONNECTIVITY: DATA USEAGE

11.30 How To Prevent 2G, 3G And 4G Smartphone
Data Limits From Damaging The Reliability Of InVehicle Infotainment
• Comparing streaming and data plans to assess

how different allowances will impact the in-vehicle
infotainment experience

spend time with customers in the vehicle

• Format vs. Functionality: Assessing which apps should

be developed for the smartphone and which for the
embedded system
• Evaluating the value of increasing the quantity of apps
in the vehicle versus concentrating efforts on the
quality of a small number of apps – how many apps
does the customer want or need?
• Revealing the causes behind low usage levels to
assess whether we need to improve the HMI or if the
driver simply does not require the functionality
Nash Ogden, President, Innoppl Inc.
Paul Elsila, Business Development Manager, Livio

3.50 Afternoon Refreshments In Exhibition Area
APP TRENDS & INNOVATIONS

4.20 Evaluating How Key Customer Trends Are Driving
App Innovation Within OEMs: Assessing Whether Apps
Should Be Technology Driven Or User Driven

• Examining whether new apps are driven by customer

1.50 How To Keep Complexity Down By Using
Common Global Architectures Across Different
Cellular Frequencies
• Assessing which connectivity method can ensure the

customer’s digital life is carried to the vehicle with
minimal actions: Wireless vs. Bluetooth vs. USB
• Understanding the trends in transfer methods
including Wi-Fi, USB and Bluetooth for smartphone
integration and the likely roadmap for the future
• Improving communication with customers regarding
transport functionalities to enhance ease of use and
overcome interoperability challenges
Doron Elliott, Global Bluetooth Lead, Ford (Facilitating)


AUTOMOTIVE SALES

11.00 Morning Refreshments In Exhibition Area

which yield optimal customer interest

• Hearing the latest user data taken from going out to

GLOBAL CONNECTIVITY ARCHITECTURE

• Reviewing the potential to reduce the costs of

Arun Venkataramani, Associate Professor, University Of
Massachusetts Amherst

• Comparing embedded to smartphone apps to assess

• Analyzing how to keep up to date with customer app

10.20 How OEMs Are Leveraging Wi-Fi And Big Data
To Drive Down The Costs Of Smartphone Connectivity
For Customers

connectivity for customers through the monetization
of big data
• Understanding the potential to utilize inexpensive WiFi to download and cache online services to reduce the
burden on cellular data plans while driving
• Assessing the monetary value of big data including
user based insurance and driving engineering
improvements internally
• Evaluating privacy concerns relating to big data and
consequent consumer implications

3.10 Assessing Big Data On Existing Smartphone And
Embedded Apps To Assess Which Are Getting Optimal
Response From The Customer: What Types Of Apps
Make People Buy Cars?

12.50 Networking Lunch In Exhibition Area

CUSTOMER TRENDS & USEAGE DATA
MEASURING HOW INFOTAINMENT IMPACTS VEHICLE
SALES AND EVALUATING BIG DATA TO ASSESS WHICH
EXISTING APPS ARE GETTING OPTIMAL RESPONSE FROM
THE CUSTOMER AND WHAT IS DRIVING APP INNOVATION

COSTS OF CONNECTIVITY

APP COMPETITIVENESS

2.30 Reviewing Evidence Measuring The Impact Of
Infotainment Functionality Upon The Quantity Of
Vehicle Purchases Across The Industry
• Assessing the extent at which a customer values

infotainment in a new vehicle; is additional
functionality a major attraction for customers or just a
distraction?
• Understanding to what extent infotainment options
attract new customers that have not previously
considered the vehicle OEM brand
• Analyzing how to create flexible infotainment systems
that can evolve quickly through software and hardware
changes to ensure the system remains competitive
throughout the life of the vehicle
• Evaluating whether the rapid evolution of apps and
infotainment functionality in vehicles increase the
frequency at which customers renew their car
Steffen Neumann, Portfolio Manager App Development Group,


demands within long automotive development cycles

trends and demands or technological development
to assess whether market, technology companies or
customers are leading the market
• Reviewing new and innovative use cases such
as improved places of interest searches and the
amalgamation of traffic and navigation services:
assessing response to new functionalities in
the market
Steffen Neumann, Portfolio Manager App Development Group,
Julien Fourgeaud, Partner, Scarlet Motors

MARKET SEGMENTS: PURCHASE DECISIONS
UNDERSTANDING THE IMPACT AN AGEING
POPULATION AND YOUNGER GENERATIONS HAVE ON
USABILITY OF IN-VEHICLE INFOTAINMENT AND VEHICLE
PURCHASING DECISIONS
INFOTAINMENT ACROSS AGE GROUPS

5.00 Assessing How Infotainment Influences Vehicle
Purchasing Decisions Across Different Age Groups
And Technical Literacies To Inform Product Planning
• Analyzing the segmentation of the market place and

identifying key infotainment user groups

• Millenials: Understanding the demands of millennials

and how their experience of consumer electronics
affects the future demands placed upon the
automotive industry
• Baby Boomers: Assessing the safety and ease of use
considerations for new hardware and apps as the baby
boomer generation grows older
• Evaluating how to design infotainment and connectivity
solutions appropriate for all ages within a single
marketplace
5.40 Chair’s Closing Remarks

5.50 – 6.50 Networking Drinks In Exhibition Area

“The agenda had a big variety,
yet focused on my specific area”
Volvo Cars


Day 2

Thursday February 27, 2014

APP DEVELOPMENT, SECURITY & DRIVER DISTRACTION
Encouraging 3rd party app development, hearing how wireless providers will support automotive connectivity and
overcoming security and driver distraction concerns associated with smartphone infotainment

8.50 Chair’s Opening Remarks

SECURITY: HACKING

USER INTERFACE & HMI

3RD PARTY APP DEVELOPER PANEL

11.50 Analyzing The Threat Of Vehicle Hacking
Through A Smartphone Connection And The OEMs
Role In Providing Security

3.20 Examining How Existing And Emerging Interface
Options Are Enabling Safe Levels Of Driver Attention
During Interaction With Smartphone Infotainment
Systems

9.00 Developing A Stronger Relationship Between The
Automotive Industry And App Community To Further
Attract Developers To Design Products For Vehicles
• Learning the difficulties faced by app developers to

break into and profitably work with the automotive
industry compared to the general mobile domain
• Understanding the preference of developers for
working on embedded or tethered based apps for the
automotive space
• Reviewing methods for attracting app developers to
work within the automotive space and competing with
the larger market for non-automotive related phone
apps
• Evaluating the potential for collaboration within the
automotive community to reduce the barriers faced by
app developers and drive app production for the entire
industry
Joey Grover, Mobile Technology Lead, Livio Connect
Julien Fourgeaud, Partner, Scarlet Motors
Mark Neff, Head Of Business Development, Parkopedia

WIRELESS CARRIER PANEL

9.50 Hearing If And How Wireless Carriers Plan To
Drive Down Charges And Support Smartphone Vehicle
Connectivity Going Forward: 4G And 5G
• Revealing the expectations for the evolution of 3G and

4G across the globe – should we prepare for 5G or
gaining the most value out of 4G?
• Examining the cellular provider’s reaction to the
embedded versus tethered debate and other
automotive trends – what are the implications for
OEM-Carrier relationships?
• Analyzing the effects of tethered connectivity upon
smartphone data plans and the trends in customer
expenditure and expectations
• Evaluating connectivity strength today and in the near
future – how and when will the reliability of tethered
connectivity improve?
Reserved For Wireless Carrier Partner

10.40 Morning Refreshments In Exhibition Area
SMARTPHONE SECURITY & PRIVACY
EVALUATING AND MITIGATING THE THREATS TO
UNAUTHORIZED PERSONAL INFORMATION DISCLOSURE
AND LOSS OF VEHICLE CONTROL WHEN USING
SMARTPHONE CONNECTIVITY
SECURITY: INFORMATION PROTECTION

11.10 Developing Clear Guidelines For Acceptable
Use And Communication Of Personal Information
Through Smartphones And Mitigating Threats From
Unauthorized Persons
• Reviewing the latest security regulations from

the NHTSA and providing specific clarity on the
complexities surrounding the e-call mandate
• Benchmarking the acceptability of messaging
personal information to the vehicle, such as diagnostic
data, subscription updates or vehicle repair advice
• Developing globally marketable vehicles by designing
connectivity and security solutions that are compliant
with the regulations and cultural desires of all market
regions
• Assessing the latency considerations associated with
security options – do we have to sacrifice seamless
connectivity to ensure adequate safety?

• Understanding the security implications of

smartphone tethered connectivity opposed to
embedded connectivity to assess which is most secure
• Identifying the OEMs responsibility in regards to
hacking security of both smartphone tethered and
embedded connectivity
• Reviewing the correlation between Wi-Fi and moving
from mechanical to electrical systems with the threat
from hackers taking control of the vehicle
• Establishing best practices for minimizing risks
associated with mobile phone locking systems to
assess how to ensure ease of use without sacrificing
safety
• Planning for the worst case scenario; how to identify,
track and eliminate the threat following a failure of
security systems
Rudolf Streif, Director Of Embedded Solutions, Linux Foundation

12.30 Networking Lunch In Exhibition Area
REDUCING DRIVER DISTRACTION: SMARTPHONE
INTEGRATION
HEARING WHAT ACTIONS OEMS ARE TAKING WHEN
INTEGRATING SMARTPHONES AND HOW HMI AND VOICE
RECOGNITION CAN REDUCE DRIVER DISTRACTION
NHTSA UPDATE

1.30 Hearing What Actions OEMs Are Taking When
Integrating Smartphones To Meet Existing And Future
NHTSA Guidelines
• Revealing the timetable for phase 1 guidelines between

today and 2017 and the release of phase 2 and 3
guidelines on handheld devices and verbal interaction
• Answering concerns surrounding existing guidelines
to develop a more transparent relationship between
NHTSA and vehicle OEMs
• Setting out a roadmap for what is achievable and
practical today and in the coming years based on
technological trends – can suppliers adequately meet
the demands of reducing driver distraction?

• Evaluating the adaptation of smartphone user

interfaces for use in the connected vehicle,
understanding what can be kept and what needs to be
changed
• Reviewing the next generation of HMI, assessing the
potential for voice as the primary mode of interaction
and gaze and gesture technologies
• Leveraging big data to understand user interface
quality in real time on a global level and drive
improvements across cultural variations
Alexander Muir, Senior Design Researcher, Microsoft

VOICE RECOGNITION

4.00 Analyzing How Existing Voice Recognition
Functionality Is Reducing Driver Distraction
Associated With Smartphone Infotainment And
Assessing Progress Towards A Natural Language
Solution
• Understanding whether natural language is most

appropriate for voice recognition software
• Assessing whether consumers are comfortable talking

to machines as they would people
• Evaluating existing smartphone voice operation

functionality and how to ensure it becomes a
secondary, rather than primary task when operated
while driving
• Assessing the effects of voice recognition upon driver
distraction as compared to visual displays or other
user interfaces
• Assessing whether all functionalities become
completely voice operated to develop a likely roadmap
for moving towards the ideal voice recognition software
Brigitte Richardson, Senior Engineer Voice Recognition, Ford

4.40 Chair’s Closing Remarks
4.50 End Of Congress

Tim Johnson, Director Of Office Of Vehicle Crash Avoidance & Electronic
Controls Research, NHTSA

DRIVER DISTRACTION MITIGATION

2.10 How To Measure And Mitigate Driver Distraction
When Integrating Smartphones Through User Interface
Adaption, App Design And Notification Procedures
• Reviewing methods for effectively measuring the level

of distraction for functions in each scenario
• Evaluating how to reduce or determine thresholds if
distraction can not be effectively measured
• Assessing the safety pros and cons of each user
interface including touch screens, head up displays,
gestures and voice command
• Understanding the cognitive process of the driver to
better evaluate the effects of processing incoming
information upon distraction levels
• Assessing which notifications are acceptable and
which should be prohibited
• Hearing the app developer vision on how content will
be enabled in the vehicle compared to a smartphone
and the implications for brand identity and quality of
functionality

“Good all around, very
open discussion with
various presenters. Broad
representation of the industry.
Will come next year!”
Bentley Motors

2.50 Afternoon Refreshments In Exhibition Area


Sponsorship Opportunities
Smartphone & Embedded Connectivity Vehicle Integration 2014 offers a unique platform for you to deliver your message,
raise awareness and network with industry leaders who are investing in connected car solutions and functionalities.
Achieving Your Marketing And Business Objectives At The Summit:
DEMONSTRATE THOUGHT LEADERSHIP

Who You Will Meet?
Attendees By Organization Type:

In-vehicle infotainment and smartphone vehicle integration are growing areas of technological
development and investment. You may be pioneering these advances, but do your customers
know what differentiates you from your competitors? Use targeted, editorially reviewed
keynotes and case studies to demonstrate thought leadership to your target audience.

RAISE BRAND AWARENESS AND INCREASE YOUR PROFILE
Any solutions selected by vehicle OEMs must be subjected to careful comparative costbenefit analysis. Of course Vice Presidents, Directors and Managers take into account profile,
credibility and market leadership when selecting suppliers to support their investment
plans. Your organization must be at the forefront when these decisions are made. Cement
your leadership position with targeted branding and profiling campaigns directed at the
major vehicle OEMs as they develop the connected cars of the future.

MEET AND NETWORK WITH DECISION MAKERS
Thought leadership, branding and profiling are converted into contracts through extensive

35% Vehicle OEMs
25% Tier 1 Suppliers & Hardware Manufacturers

face-to-face relationship building. As a dedicated event to smartphone integration and

18% App Developers & Operating System
Providers

connectivity, this intimate forum enables you to meet specific job titles in one place at one

10% Wireless Carriers & Telecommunications

time, giving you the best possible chance of influencing key decision makers.

7% Consumer Electronic Manufacturers
5% Academics, Government & Others

To secure your booth or discuss tailor-made sponsorship packages, contact:

Attendees By Job Title:

Andrew Barrett
+ (1) 800 721 3915
sponsorship@american-business-conferences.com
FULL SPEAKER FACULTY:
Henry Bzeih, Chief Technology Strategist, Kia
Doron Elliott, Global Bluetooth Lead, Ford
Chip Goetzinger, Senior Manager Of
Development & Program Management Vehicle
Connected Services, Nissan
Steffen Neumann, Portfolio Manager App
Development Group, Mercedes-Benz R&D
North America
Alexander Muir, Senior Design Researcher,
Microsoft
Rudolf Streif, Director Of Embedded Solutions,
Linux Foundation
Andrew Poliak, Automotive Business Director, QNX
Julien Fourgeaud, Partner, Scarlett Motors

Tim Johnson, Director Of Office Of Vehicle Crash
Avoidance & Electronic Controls Research, NHTSA
Brigitte Richardson, Senior Engineer Voice
Recognition, Ford
Jake Sigal, CEO, Livio
Nash Ogden, President, Innoppl Inc.
Ray Bingham, Professor, University Of
Michigan Transport Research Institute
Bhaskar Krishnamachari, Associate
Professor, University Of California
Arun Venkataramani, Associate Professor,
University Of Massachusetts Amherst
Paul Elsila, Business Development Manager, Livio

22% VPs / Heads of Connected Car, Infotainment,
Telematics
33% Senior Manager Connected Services, App
Portfolio, User Interface, Smartphone
26% Manager Connected Vehicle, HMI, Product
Development, Security
19% Lead / Senior Engineers Bluetooth, Voice
Recognition, Electrical Architecture


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