A Full PDF version of this Market Map is downloadable at www.firstpartner.net. This new Market Map provides an essential visual overview of the Automotive In-Vehicle Infotainment (IVI) market landscape. It includes a review of IVI System Components, OEM Platform Suppliers and Service and App suppliers. It describes typical business models with differences between In-Vehicle platform formats and Human Interaction Interfaces. The Market Map gives a concise overview of the Automotive In-Vehicle Infotainment (IVI) value chain and the roles played by Mobile Network Operators, Automotive Brands, App stores, Content Providers and technology vendors. Key players are named and important trends and figures are highlighted. FirstPartner is an independent research and proposition development company specialising in areas including Payments, Mobile Advertising, Mobile Value Added Services and M2M. For more information click on the “Get in touch” button or visit www.firstpartner.net

1. 2013 Automotive In-Vehicle Infotainment (IVI) FirstPartner
Dealer Funded
Vehicle brand provides specific vehicle information from
on board vehicle diagnostics and push messaging
facilities to dealers to provide proactive maintenance
engagement.
Value Services
Access to value paid for services such as
managed security,concierge,& breakdown
services delivered in a personalised format.
Location aware advertising presented in formats to
minimise driver distraction.Automotive information
available to advertisers includes fuel / charge level,
location,traffic conditions & driver alerteness level
Ad funded
Revenue
Models
Infotainment service and any embedded connectivity
costs are included for a fixed period in the vehicle
purchase price.,with subscription option after.Regular
OTA updates may also be included.
BundledSubscription
IVI supplier provides access to basic functionality with
options to access additional levels of functionality by
paid subscription.Access rights are managed through
the OTA connectivity of the IVI platform.
The map includes information compiled from interviews and information available
in the public domain. As information sources are outside our control, FirstPartner
makes no representation as to its accuracy or completeness. Responsibility for any
interpretation or actions based on this map lies solely with the reader.
Copyright FirstPartner Ltd 2013
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Contactless Acceptance Terminals
Influencing
Trends
Reduced
Time to
Market
Product
Differentiation
& Brand Identity
Design &
Finished Cost
Reduction
Increasing
Levels of
Functionality
Time To
Market
Increasing use of Automotive Infotainment to differentiate
and sell vehicles. Increases pressure to to adopt new
technologies and bring them tio market within model
lifetimes
Propriatary
development
moving to
adoption of
standards based
platforms and
open source
software modules
Cost
Optimisation
Malware
Security
Safety
Increased functionality requirements drives adoption of
standards based hardware modules or complete platform
solutions with reuse ability
Integration of infotainment into main car system bus
requires security firewalls to prevent malware introduction
from connected devices, services or apps into critical
control or security system modules
Potential product
liability through
unexpected or
faulty operation of
vehicle systems
Driver distraction issues have resulted in US Federal
guidelines that Drivers should not need to look away from
the road for more than 2 secs or 12 secs in total to use
entertainment or communication features
OEM Platform Suppliers
2012
Market Ranking:1
Market Share:8.5%
2012
Market Ranking:2
Market Share:7.6%
2012
Market Ranking:3
Market Share:7.5%
2012
Market Ranking:4
Market Share:7.0%
2012
Market Ranking:5
Market Share:6.9%
Source:Strategy Analytics 04/2013
Influencing Trends
Cross Brand
alliances
IVI Developer
APIs & Tools
In car centric
operation
OptimisedtoInCarenvironment
Information
prioritisation
Influencing Trends
Rich & relevant
user
functionality
Localisation &
service
deployment
In life
updates
ClosedoropenIVIplatformrenvironment
Brand
engagement
Control of app
use in vehicle
Connected
device
support
Local
regulation
conformance
Services
• Automatic crash response
• Stolen vehicle location
• Vehicle entry control
• Roadside assistance
• Maintenance & recall scheduling
• Concierge
Entertainment ContentService
Delivery
Information Content Social Media
Sources
(1) ABIresearch 03/2013
(2) Strategy Analytics 04/2013
(3) IHS Automotible 03/2013
(4) Juniper Research 03/2012
(5) IHS Automotible 03/2013
(6) SBD / GSMA 2012
(7) IMS Research 02/2013
62Million
IVI system shipments
worldwide in 2018, rising from
9 million in 2013 (1)
92Million
Vehicles will feature
technology to integrate the
smartphone into the IVI
head unit by 2016 (4)
$36Billion
Total market value of
OEM & Aftermarket IVI
systems in 2020, rising
from $37.4 billion in 2012 (2)
$8.5Billion
Semiconductor
revenue worldwide from
IVI systems in 2018, rising
from $6.48 billion in 2013 (5)
55%
Of all new vehicles sold
worlwide in 2019 will be fitted
with voice recognition. (7)
70%
Of the 600 million vehicles
by 2025 fitted with embedded
telematics will be located in
USA, Europe & China (6)
$1.8Billion
Revenue of OnStar type
embedded systems in
2018, rising from $480
million in 2012 (3)
Introduction
Infotainment systems combine entertainment,
multi-media and driver information functions in one
in-car platform,delivering key services of connected
navigation,multimedia streaming,social media,and
Wi-Fi hotspots.Platforms deliver brand differention
whilst exploiting common code and hardware
modules to dramtically reduce time to market.
Influencers
Intelligent Car
Coalition
App Stores
AutomotiveOEM
Smartphone
Industry Associations /
Standards
Connectivity provided through existing carrier contract of connected device and managed by user Automotive brand holds customer relationship and provides connectivity & subscriber management through regional carrier M2M / Telematics service contracts
Embedded Connect
A fully contained IVI platform which requires no connectivity provision by the user.
Users may signup and provision services directly from the in car screen,with
connectivity managed by the brand.Connectivity functionality is generally shared
with the telematics and emergency functions.Connection of external handsets
may be supported to enable hands free calling functionality only.Dual connectivity
is emerging in luxury products.to secure high standards of user experience.
BMW are to provide music streaming service rara.com
using an embedded Vodafone SIM in the 5 series
range in UK,Germany,France,Italy & The Netherlands.
This is part of the BMW Connected Drive package
which includes satnav and entrtainment.Payment by
subscription to BMW,with free roaming included
between any of the launch countries.
Audi America have partnered with T-Mobile to offer
an embedded SIM hybrid connectivity option for
Audi Connect to access:
•Goggle Earth,Google Voice Local Search,news,
weather & fuel prices
•WiFi connection for up to 8 devices in vehicle
Owners can Audi pay either:
•$450 for a 30 month plan ($15 / month equivalent)
•Monthly charge of $30
Provides a variety of value services to subscribers
including:
•Hands free calling,Weather,Traffic & Stocks updates
•Blue button to speak directly to a live OnStar Advisor
24/7.Includes Turn by Turn direction requests.
•Emergency button for priority connection to trained
Emergency Advisors
Chrysler has changed from previous smartphone only
connectivity offerings to introduce a hybrid offering
for 2013 model releases which uses a partnershup
with Sprint to control which 3rd party apps can run
on the IVI platform.
Service is paid by a subscription fee to Chrysler.
Aftermarket
•Audio & video content &
playlists inc YouTube,
Pandora,Aupeo
•Email & social network
updates
Cloud connected A/V Navigation units connecting by
WiFi to a smarthphone or mobile hot spot.Cloud
subscription services include:
•Turn by turn navigation & real time traffic information
•Simultaneous navigation &
streaming AV ,
•Android app install & ODB2
support.
•Wireless connection via
handset.
Android 2 DIN platform supporting:
•iGo navigation app
•Wireless connection through smartphone,USB
dongle or WiFi access point
•Audio and video media
support
•App download from
Asteroid app store
Android 2 DIN platform supporting:
•Automatic crash response
•Turn by turn navigation
•Stolen vehicle location
•Hands free calling
Access for non GM cars to OnStar services including:
Packaged as a clip on interior mirror for aftermarket
fitment
Intended to access the existing base of vehicles to
provide in life platform upgrades. These upgrades
may be supported by original vehicle brands and
installed by their dealer network.
Externally Connected
External connectivity is provided by a
smartphone connected to the IVI system.which
adopts the smartphone identity and data plan.
Operation of apps installed on the smartphone
can be extended to the IVI providing user
portability & potential build cost savings.
Car Connectivity Consortium standard
for interoperability
•Hands free calling
•Bluetooth connection to
user’s handset for
connectivity
Delivery of services including:
•Navigation using images from Google and Audi
traffic information
•Audio streaming
•In car WiFi hotspot
•MINIMALISM Analyser providing
driving data & style information
•Context aware audio driver
information
•Hands free calling
Offers a tight iPhone & App integration only offering:
•Navigation with Google powered local search
•Google Send to Car to transfer routes from PC
•iPhone App access including Web radio,RSS News,
Twitter & Facebook (standstill only)
MINI Connected
•Data connectivity using
either smartphone or USB
3G data dongle
Delivery of services including:
•Voice activated navigation with Navteq & TeleNav
•Audio streaming from Spotify or Pandora
•Vehicle Health Report
•In car WiFi hotspot
Available in
Japan,China
and Thailand
Included for 3 years with US new
car purchases
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Voice command and
speech for both
control and
communication
Voice Control Gesture
Control of functions
using face or hand
movements
Joystick / Rotary Wheel
Combined mechanical
navigation and
selection of IVI
functions
Touch Screen
Control of apps and
settings combined
with media &
information display
Projection Display
Information projected
onto a surface such as
a windscreen as a
head up display
Human
Interfaces
Developers
IVI System
Components
Local Connectivity
Bluetooth - Audio and control
NFC - Reader & Tag modes
WLAN - WiFi Access Point
Location - Autonomous & Assisted GPS
USB - External media storage and transfer
ProcessorsOperating SystemsSecurity
Interconnect
Bus
LIN
Supports low speed (up to 20kps) single wire
connection to communicate with remote sub
functions of the IVI system
High Speed CAN
Up to 1Mbps 2 wire fault tolerant differential bus
connecting a variety of different electronic modules
MOST
Synchronous network to transport audio,video,data
& control information between plug & play devices.
Provides physical layer for Ethernet implementation
LVDS
Used to transfer large amounts of data (e.g.HD video
data) via a high speed serial connection to an
external location such as a video screen
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