Monetizing the Software Defined Car with Secure OTA Application and Content Updates
The automotive industry is currently facing the dilemma of focusing on one of three things – keeping pace with digital innovations, developing fully automated driving features or making greener vehicles by means of electrification and fuel cells. This dilemma has grown as every device that we use today is evolving into a smart connected device, including vehicles that have transitioned from hardware-enabled to software-enabled in to being software-defined today. The Software Defined Car™ is about proactively managing vehicle software, security, and data. The automotive industry has to develop new revenue streams from these new connected devices and data-driven business models where existing value chains will be disrupted and new value chains will be created. Automotive OEMs will need to think about new revenue streams when automotive sales will only be an increasingly smaller portion of the new business models. These emerging trends lead to the generation of the automotive Co-X platform. This iTunes-like marketplace that requires a secure over-the-air (OTA) content delivery platform will serve end users or customers as they will eventually have more influence on the usage of vehicles and the monetization of data. Key Take-Aways: How to decouple digital innovation and services creation from physical assets? How to enable the automotive Co-X platform using secure OTA content delivery from the cloud to the car? How to create a new after-market revenue opportunity for OEMs and ecosystem partners through new applications?
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Monetizing the Software Defined Car with Secure OTA Application and Content Updates
- 1. 1www.movimentogroup.com Monetizing the Software Defined Car™ with Secure OTA Application and Content Updates October 25, 2017 Live Webinar Series
- 2. 2www.movimentogroup.com Industry Speaker Host Presenter Follow me on Mahbubul Alam CTO & CMO Movimento Group Follow me on Sushaiv Wadekar AVP, Automotive ERS HCL Technologies Mahbubul Alam is an international entrepreneur, technology and business executive with broad management experience. A frequent author, speaker and multiple patent holder, he currently holds the position of CTO/CMO at Movimento, a Delphi company, reinventing the company’s technology and strategy. He has been honored with the ‘2016 Bay Area CIO of the Year’ award finalist by the Silicon Valley Business Journal and the San Francisco Business Times. Highly accomplished and successful automotive advanced technology executive in sales & business development. Over 25 years of high level, senior executive experience with OEM, tier one, tier two automotive direct sales, as well as distribution and sales rep management for corporate sales revenue and margin growth.
- 3. 3www.movimentogroup.com Agenda • Trends and Vision • Care Abouts • Solutions • Co-X • Data Opportunity
- 4. 4www.movimentogroup.com The Software-Defined Evolution Software Defined Car 10 01 1 0 Pre 2000 2000-2015 Post 2015 Hardware Enabled Car Software Enabled Car
- 6. 6www.movimentogroup.com Automotive OEM Care Abouts Software Complexity Automotive Cybersecurity Disruption of Value Chain Lifecycle Software & Data Management from Cradle to Grave Post-Sales Revenue Accelerate Product Development
- 7. 7www.movimentogroup.com Automotive Solutions Secure OTA Update & Content Delivery from Cloud to Cars Ability for Proactive & Contextual based Software Update Enable Direct Relation between OEM and Customer Lifecycle Software & Data Management from Cradle to Grave Ability to Add New Features for Post Sales Possibility of Enhancement for Software Defined Car Platform
- 9. 9www.movimentogroup.com Embracing Open Innovation Software Defined CarAutomotive Platform Automotive Connected Services Automotive Market Place Co-ideation Co-innovation Co-creation Co-development Co-production Co-investment Co-fulfillment Eco-System Partner Business Model Co-investment Co-ownership Co-branding Co-marketing Co-monetization Co-IPR Co-liability
- 10. 10www.movimentogroup.com Non Real-Time (days) Urban Scale Vehicle Mobility Real-Time (milliseconds) 270 27 2.7 1000K 100K 10K 1K 100 10 1 1 10 100 1K 10K 1M 10M 100M Real-Time Analytics Diagnostics & Telematics V2V/V2I (Safety message) Individual Vehicle Mobility Value to OEM Value to End-User 2020 Data Monetization Opportunity Driving Experience Usage, Style, Insurance, Etc. Contextual Services Target Ads, Social, etc. Warranty & Early Recall Avoidance Preventative/Proactive ADAS Real-Time map Driving Suggestion (Regional) Automated Driving 3D HD Map Real-Time Comm. w Cloud
- 11. 11www.movimentogroup.com APTIV Data Monetization Strategy OEM / RETAIL / FLEET PLATFORM CUSTOMER VEHICLE Flow of Data Flow of Money DATA CONSUMERS • Vehicle information database • Multi-module OTA update • Secure content delivery • Big Data capture • CT-EDGE data methods • Highly configurable acquisition logic • Data Strategy alignment with Business Value • Fleet management 3RD PARTY DATA EXCHANGE Unlock the turnkey monetization opportunities externalinternal APTIV
- 12. 12www.movimentogroup.com Business Justification for OTA Industry Relevance Deploy by 2020 Disruptive Potential OEM Benefits 25% 50% 75% 100% Business Impact New Value Creation Improve OPEX Revenue Potential 25% 50% 75% 100% Existing Solution Providers Without Full Vehicle OTA Tesla: Close Garden, Full OTA only Available for Own Vehicles Android O: Open Platform, Only for IVI System Car Play: Close Platform for Apple Eco-System, Only for IVI System OTA Applicability Process Automation Connected Drive Automated Drive 25% 50% 75% 100%
- 13. 13www.movimentogroup.com Reduce OPEX Generate Revenue • Avoid Software Warranty Cost • Reduce Recall Expenses • Rapid Cybersecurity Updates. • Remote Diagnostics & Troubleshooting • Proactive Maintenance • Free Time from Scheduling • Hassel Free Maintenance • No Loaner or Rental • Faster Compliance Create New Value X X • Cross-Sell Productivity and Subscription Services. • Up-Sell New Apps and Enhance Vehicle Features/Value. • Co-Sell Smart Mobility Services with Partners. • Monetize from Connected Car Services • Periodic Update of Map, Apps and Content. • Vehicle Personalization: Owned or Car Sharing • Reduce Citizen Productivity Loss From Traffic Congestion SDC Value Proposition OEM/Tier-1 End-User Government 10x 10x100x • Improve Automated Driving Experience • Re-configure Vehicle Like Smartphone • Improve Direct Customer Engagement • Increase Brand Royalty • Keyless Drive for Car Sharing • Shopping Delivered to Car • Connected Lifestyle • Stay Current with Emerging Regulations and Cyber Threats • Better Oversight of Compliance
- 14. 14www.movimentogroup.com Key Takeaways We are in the era of the Software-Defined Car™. The vision for 2020 is bright, but challenges are there. Closed-loop architectures will change with Co-X. Large range of data monetization opportunities. The value proposition for Software-Defined Car™ is huge and across all stakeholders.