State of Telematics 2014

1. BIG DATA, MOBILE
TECHNOLOGY &YOUR CAR
A Mobile App Developer’s Perspective

3. A study by McKinsey Global Institute found that the auto
industry will be the second largest data producer by 2015.

5. SMART PHONE CONNECTIVITY PARTNERS
OPENCAR, UIE, AIRBIQUITY, ABALTA, ETC
Enable any mobile device to seamless connect
Enable brand differentiated experience for OEM
Get people to connect their phone to the car.

6. CONSUMER SURVEYS
 Millennials Would Rather Ditch CarThan Smartphone Or Computer:
Zipcar Survey
 A third of Aussies prefer smartphone overTV
 MyFordTouch is appealing to customers, as it consistently ranks
among the top 10 purchase considerations with new owners. --
Michelle Moody, Ford cross-vehicle marketing manager.
 65 percent of those intending to purchase a vehicle reporting SYNC
definitely plays a role in their purchase consideration,” says Moody

7. POPULAR APPS USED IN CARS
 MORE POPULAR APPS
 Pandora, Spotify, NPR News,
 iGasUP, ParkDroid,
 Augmented Reality
 Trapster
 Green Meter,Trip Analyzer, My Max
Speed,Torque, Dynolicious,
DriveScribe
 Greatest Drive, BMW Ultimate Drive
 Repair Pal, iWrecked, Edmunds

8. CHALLENGESTO OVERCOME
Major Challenges to Overcome
Driver Acceptance
Driver Distraction

9. DO DRIVERS WANT MORE HMI?
YES, BUTTHE UI HASTO BE SIMPLE

13. HOWWILL CUSTOMERS PAY?

14. USER ACCEPTANCE OF HMI SOLUTIONS FOR
LANE DEPARTUREWARNING SYSTEM IN NORWAY

15. PUBLIC OPINION FROM AAA RESEARCH
 The majority of Americans (88.5 percent) feel that a driver talking on a cell
phone represents a somewhat or a serious threat to their personal safety. That
proportion increases to 95.7 and 95.1 percent, respectively, with regards to
drivers text messaging or emailing behind the wheel, and drivers checking or
updating social media.
 Nine in ten people believe that distracted drivers are a somewhat or much
bigger problem today compared to three years ago.
 Most drivers (71.3 percent) believe that when talking on a cell phone while
driving, it is safer to use a hands-free device than a hand-held device.
 One out of two drivers who reported using a hands-free, speech-based in-
vehicle system said they believed use of the technology was “not distracting at

16. 2013 – UNIV. OF UTAH COMPLETES
LARGEST COGNITIVE DISTRACTION STUDY

17. UTAH UNIV. DISTRACTED DRIVING RESULTS

19. EMBEDDEDVS SMARTPHONE APPS
 Embedded Pros
 Can Integrate with 100’s of vehicle sensors
 Typically has larger screen
 Hands Free or integrated to steering wheel
 Embedded Cons
 Expensive and limited - 47% of navigaton owners said they would not buy it again if their
smartphone app could be synced with their dashboard displays.
 Not always up to date
 Learning Curve is step for older generation especially
 Most screen locations are terrible (in center and below console)
 Smartphone Pros
 Unlimited variety with individual preferences
 Free or very cheap
 Rapidly adopt new technologies (Predictive Apps like Google Now)
 SmartphoneCons
 Can be very distractive to driver

20. FRAGMENTED MARKETPLACE HINDERS
DEVELOPER ECOSYSTEM
 Open AutomotiveAlliance (OAA) , an Android/Google platform
announced at CES Jan 2014. Audi, GM, Honda, and Hyundai are the
first car OEMs to join the OAA.
 In the U.S. our 4G cars are going to be linked to a specific carrier
 2015 vehicles, GM will start connecting all cars sold in the US to
AT&T’s 2G, 3G and 4G networks.
 Ford has at least a million vehicles equipped with its SYNC AppLink
today, perhaps the largest collection of API-enabled cars. It expects
another 3.4 million vehicles to be able to run its aps in the coming
year. Ford also announced it will hold its first ever developer’s
conference this June. Currently has 60 apps.
 Volkswagen will begin offering MirrorLink in all its mid and high-end
radios during 2014, said Car Connectivity Consortium (CCC), which
developed the MirrorLink standard.

21. AUTO MFG HMI PACKAGES
 Ford - SYNC solution, MyFordTouch – AppLInk; open store to 3rd parties with
their SDK. Ford accommodates the users smart phone.
 Mercedes Benz – US Mbrace Package
 BMW - open store to 3rd parties with their SDK
 Toyota – eTune
 Opel – IntelliLink ; integrates with smartphone DavidVoss (Lead Engineer HMI –
Simple one click approach and/or voice and flexible favorite concept
 Mazda – OpenCar Connect (Mazda Connect)
 Honda – HondaLink
 Kia - Google

22. CONNECTEDVEHICLETECHNOLOGY

23. BIG DATA ANDTHE CONNECTEDVEHICLE
 IBM – Partners to improve urban traffic Control using big data analytics
to make mobility quicker, safer, and greener.
 New Databases like Hbase , Hive, Mongdb (Hadoop) are better suited
for real-time processing of data.
 New technologies : Dedicated Short-Range Communication
(DSRC) and Long Range Bluetooth
 Honda Demonstrates AdvancedVehicle-to-PedestrianV2P and
Vehicle-to-Motorcycle V2M SafetyTechnologies using DSRC
8/28/2013 3:24:00 PM
 Pedestrian accidents account for approximately 13 percent of the 33,000 traffic fatalities
that occur each year in the U.S.
 http://www.youtube.com/watch?v=4M3ni40FFDo

24. THOUGHTS ON HYBRID SOLUTIONS
 Create a platform that offers the best of both worlds
 Allow phone apps to display on the car HMI with restrictions
 Opensource automotive toolset standards needed for developers to use
 Separate the Infotainment from the core components of the car.
 (GPS, phone pairing, Maps,WiFi hotsopt,Audio/Video package, etc).
 Separate the computer from the peripherals. Make the screen, touch,
voice, speakers, etc. true peripherals rather than being an all-in-one unit.
 Auto manufacturers develop their own smart phone apps
 GM’s $50 map application for iPhones, which will display directions on the
dashboard touchscreen of a Chevrolet Spark
 Partner with the top smartphone apps
 An undisclosed Japanese automaker has paired withWaze which was
subsequently purchased by Google for 1.3B. Google plans to integrate its traffic
reports into Google Maps.

25. STILL NOTTHERE – SOME NEGATIVE
CONSUMER FEEDBACK
 “The touch screen is almost impossible to use when wearing gloves.”
 “ Understanding of voice commands pretty much stinks.”
 “That big ol' touchscreen sure is distracting.”
 Ford has some good ideas here. But they need a LOT more refinement to
be useful.
 "What are you doing Dave?“ " I can not allow you to do that Dave."
Dave mumbles something about xxxxxx cars as he yanks the touchscreen
out of the dash.

26. TAKE AWAYS
 Telematics will become increasingly standardized and cross compatible between vehicle models and manufacturers.
 The disparity between product development cycles of the car, apps and connected services has proved
challenging for automakers,Tier ones and app developers.
 As apps and user interfaces become more closely tied to the vehicle’s core functions, integrated connectivity
will likely take precedence over simple tethering; however, people don’t want to pay subscriptions
 Smartphone role changing from tethered modem to configuration/settings/of auto’s head unit. – not for the
actual consumption. OEMs to take the lead on safety and control UI for least distraction.
 Embeded systems will deliver a much better mobile data experience than a smartphone linked to the dash by
Bluetooth.
 Connected vehicle technology is creating a new age of automobile innovation
 Ford is working with MIT, Stanford to build “common sense” into self-driving cars
 Big Data is coming toYour Car - 3D HD situational dynamic immersive maps , autonomous vehicles, find your
car with augmented reality, analysis of auto sensor information, etc.
 IBMs, HPs, Oracle, IT companies – Big Data guys are going to become players
 Distracted Driving is a MAJOR concern.

27. ThankYou
Nash Ogden 404-409-2410
nash@innoppl.com

29. SUPPORT SLIDES