Future Trends in Automotive HMI and Connected Technologies

FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Carla Beccari
Sales Manager AvMap s.r.l.
AvMap International Sales meeting Carrara, 28thFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHSFUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
Carla Beccari
Sales Manager AvMap s.r.l.
AvMap International Sales meeting Carrara, 28th – 30th September 2009FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS
FUTURE TRENDS & TECHNOLOGY BREAKTHROUGHS

Market trends in the automotive sector
What’s next
Personalization
Applications
Embedded Low
Cost Navigation
Open and
Geo -
Applications
proliferation
Open and
Connected cars
Eco friendly driving
Market trends in the automotive sector
Applications
Embedded Low
Cost Navigation
All these trends
influence the
- advertising
Applications
proliferation
influence the
evolution of the
infotainment and
navigation systems

Growth of low cost
embedded navigation
% share by 2010
3000
3500
4000
TREND:
Embedded Low
Cost Navigation
0
500
1000
1500
2000
2500
2007 2008 2009
Growth of low cost
embedded navigation
% share by 2010
2009 2010 2011 2012
Total Line-fit
ULC / LC share
Source:
Navteq Research 2010

Segments of low cost
navigation systems
Fixed in-Dash
Systems
85%
Types of
Low Cost
TREND:
Embedded Low
Cost Navigation
Mobile Phone
Based
1% (except TM)
Low Cost
navigation
systems
Segments of low cost
navigation systems % share by 2010
Integrated
PNDs
1%
Types of
Low Cost
Blackbox
Implementations
13%
Source:
Navteq Research 2010
Low Cost
navigation
systems

Towards the Open platform:
The consumer in control
Consumer electronics are influencing the automotive sector
Consumers are expecting to find the same kind of user experience
HMI and innovations inside the car
Consumers want to personalize their devices more and more
TREND:
Personalization
TREND:
Applications
proliferation
TREND:
Open and
Connected cars
Device Centric
Proposition
Application Centric
Solutions
Towards the Open platform:
The consumer in control
Consumer electronics are influencing the automotive sector
Consumers are expecting to find the same kind of user experience
HMI and innovations inside the car
Consumers want to personalize their devices more and more
Consumer is in control of
What, Where and How
Application Centric
Solutions
Consumer Centric
Solutions

Summing up,
Consumers are looking for
Flexibility and services
Community
High quality contents
Choice - Customization
Consumers are looking for

How to bring all that into the car
Implementation options
Automotive Focused:
Open platform
Closed platform
CE Focused:
Terminal mode
Brought-in OEM apps
How to bring all that into the car

Consumer Electronics meets Auto
HMI is changing
Mobile
device
control via
touchscreen
In
through
connected device
Multimedia
functions
connected to car
sound system
Consumer Electronics meets Auto
Can be used inside
and outside the
vehicle
Hand free
Voice Guidance
through car audio
In-Car Mobility
through
connected device
Hand free
phone calls

Human Machine Interface
Why is so important and what do consumers need?
Consumers perspective
74.0%
12.3%
12.3%
5.5%
2.7%
Human Machine Interface
Why is so important and what do consumers need?
Consumers perspective
74.0% of respondents listed Easy to use / simple
12.3% of respondents listed Safety
12.3% of respondents listed Safety
5.5% of respondents listed Aesthetics/ attractiveness
2.7% of respondents listed Cost value
Source: Human-Machine
Interface Technologies Report
by Telematics Update

HMI is strategic for OEM
OEM perspective
Reasons for the importance of the user interface include:
Safety (minimal distraction)
Cost/value
Cost/value
Customization
Quality/value added
Attractiveness
Reasons for the importance of the user interface include:

HMI is strategic
for OEM
The attractiveness and overall
aesthetic feel is associated with
the brand.
A specific appearance — the look
and feel of the user interface — is
attributed to an OEM and becomes
attributed to an OEM and becomes
key to its brand.
The user interface is the all-
important platform for customer
satisfaction, brand differentiation,
and the safe introduction of new
connectivity features.

What features define a leading HMI?
Controls
15%
Touchscreen
1%
Voice
9%
Design / Innovation
Inputs
1%
Outputs
3%
Design / Innovation
7%
Display
6%
Safety
6%
Graphics
3%
Simple / easy-to-use
/ intuitive
Source: Human
What features define a leading HMI?
Outputs
3%
1% Touchscreen
1% Inputs
3% Outputs
47% Simple / easy-to-use /
intuitive
3% Graphics
Simple / easy-to-use
/ intuitive
49%
3% Graphics
6% Safety
6% Display
7% Design / Innovation
9 % Voice
15% Controls
Source: Human-Machine

HMI: Voice Technology
ASR Automatic Speech Recognition is an enabling technology
Increasing amounts of functions and dynamic contents increase the demand for user
interface
Controls that are easier to use and reduce driver distraction should be preferred
Providing a single user interface for all available services will increase use of remote
services and revenues of connected services
Speech interaction is simple, intuitive and above all extremely natural
Speech interaction improves safety as it significantly reduces driver distraction compared
to tactile controls, so the driver can keeps his eyes on the road
is an enabling technology
Increasing amounts of functions and dynamic contents increase the demand for user
Controls that are easier to use and reduce driver distraction should be preferred
Providing a single user interface for all available services will increase use of remote
services and revenues of connected services
Speech interaction is simple, intuitive and above all extremely natural
Speech interaction improves safety as it significantly reduces driver distraction compared
to tactile controls, so the driver can keeps his eyes on the road

HMI: Voice Technology
Example of services that can be enabled with Voice technology
Voice destination entry
Voice activated dialing
Email / SMS reading
Email / SMS reading
Agenda / Calendar interface
Example of services that can be enabled with Voice technology
E –Books reading
Traffic / weather info
Transactions
Transactions
Controlling audio & entertainment by Voice
Local Search and More

Bringing smart HMI to market
OEM are getting more involved in the HMI development process
and they need to get solutions to market in time and on budget
It takes 3 to 4 years for new technology to make its way into new cars
and 12 years for the entire fleet to be outfitted
Taking an after market approach by providing new cars with new features has a time
to-market advantage: product releases in CE are much faster than product preleases in
to-market advantage: product releases in CE are much faster than product preleases in
Automotive
Semi-embedded solutions examples:
Bringing smart HMI to market
OEM are getting more involved in the HMI development process
solutions to market in time and on budget
It takes 3 to 4 years for new technology to make its way into new cars
and 12 years for the entire fleet to be outfitted
by providing new cars with new features has a time-
market advantage: product releases in CE are much faster than product preleases in
market advantage: product releases in CE are much faster than product preleases in

New automotive business model
Connected services come with the car: basic services are subsidized and premium
services are opted-in and paid for
The vehicle is differentiated by the branded user interface
and attractive
On-going opportunities to interact with the consumer: improved CRM with new
On-going opportunities to interact with the consumer: improved CRM with new
going revenue, possibly through new app stores which fuels innovation and/or
subsidized services
New automotive business model
come with the car: basic services are subsidized and premium
The vehicle is differentiated by the branded user interface: the UI is easy to use
going opportunities to interact with the consumer: improved CRM with new on-
going opportunities to interact with the consumer: improved CRM with new on-
, possibly through new app stores which fuels innovation and/or

Lessons from outside the industry
OEMs are learning form the CE industry players such as Apple on how
To be user-experience focused Versus Developing task
How this translates well form the CE world to the automotive world?
Defining the user experience for the car means including a wide range of features and
functions, encompassing safety, infotainment, and now the use of devices outside the car
(remote control apps, for example).
User interfaces are developing rapidly.
State of the art systems include input devices such as touch screens and gesture, while
advancement in output technologies such as voice and display have ever
performance
Lessons from outside the industry
OEMs are learning form the CE industry players such as Apple on how
Developing task-centric user interfaces.
How this translates well form the CE world to the automotive world?
Defining the user experience for the car means including a wide range of features and
State of the art systems include input devices such as touch screens and gesture, while
advancement in output technologies such as voice and display have ever-increasing

Key OEM industry players
and their HMI strategies:
Ford: HMI strategy with SYNC
VW / Audi: the leader in multimodal UI
Honda: a leader in connected navigation
BMW: a winner with iDrive
Volvo: Leading with Safety
Mercedes: an internet vision for infotainemnt and a leader in ADAS apps
Mercedes: an internet vision for infotainemnt and a leader in ADAS apps
GM: simplicity and safety
Toyota: Embracing the connected car
Hyundai and Kia: Connected UIs for all
Chrysler: Rethinking its connected car strategy
Nissan: revisiting the SUV
PSA Peugeot Citroën: integrating PNiD from AvMap that monitors iPhone, iPod, and
connects to the sound System of the Car
Key OEM industry players
and their HMI strategies:
an internet vision for infotainemnt and a leader in ADAS apps
an internet vision for infotainemnt and a leader in ADAS apps
Rethinking its connected car strategy
integrating PNiD from AvMap that monitors iPhone, iPod, and

Conclusions
Embedded low cost navigation is gaining share
as car manufacturers face cost pressure.
Consumer electronics influences customer expectations
integration of portable solutions, terminals or brought in applications ensures
newer HMI, faster time to market and more open and flexible platforms.
Embedded low cost navigation is gaining share
customer expectations in automotive, thus the
, terminals or brought in applications ensures
and more open and flexible platforms.

Future Trends in Automotive HMI and Connected Technologies

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