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QNX RIM – QNX Automotive Collaboration

VIEWS: 89 PAGES: 27

									Emerging Trends and Business Models
for the Connected Car




  Andrew Poliak
  Director, Business Development, Automotive
  QNX Software Systems

A subsidiary of Research In Motion Limited   1   QNX Confidential. All content copyright QNX Software Systems.
 Where will you find QNX?




           Navigation
                                             Telematics / Handsfree
           and Radio




     Infotainment                                 Instrument
                                                    Clusters


A subsidiary of Research In Motion Limited
Extensive automotive experience


    Silicon relationships                                   Suppliers




                                             QNX
                Middleware                                 Auto OEMs



                                                  QNX is in over 20M vehicles and
                                                    Over 200 vehicle models




A subsidiary of Research In Motion Limited    3                 QNX Confidential. All content copyright QNX Software Systems.
Agenda


   Automotive application platforms
   Connectivity trends
   The automotive application store
   Interaction between cars and mobile devices
   The cloud
   Evolution of the value chain
   Theoretical example of business model evolution for the connected
   car: RIM


   Backup – Application Platforms (Microsoft, Adobe, HTML 5, Android)




A subsidiary of Research In Motion Limited   4     QNX Confidential. All content copyright QNX Software Systems.
Importance of software and application platforms


   Consumers want cars to work seamlessly with their mobile devices
          Software strategy is key to market differentiation

   Benefits of application platforms
          Rapidly integrate new applications to keep vehicle up to date
          Enable new business models and revenue opportunities
          Leverage rapid development cycles of mobile device market

   Characteristics of application platforms
          Connected to the Internet and to mobile devices/services
          Offer compelling user experience
          Enable large developer community
          Dynamically support new technologies
          Scale across low-end, mid-range, and high-end systems


A subsidiary of Research In Motion Limited   5                 QNX Confidential. All content copyright QNX Software Systems.
Delivering connected services into the vehicle


                                             ―Car‖ applications
                                                 For features that consumers expect in a vehicle:
                                                 navigation, driver safety, security
                                                 Applications are enhanced by connectivity, but
                                                 may not require it



                                             ―Pocket‖ applications brought into the vehicle on
                                              smart phones and other consumer devices
                                                 Application logic resides on consumer device
                                                 Integrated into the automotive experience



                                             ―Cloud‖ applications
                                                 Application logic resides in cloud
                                                 HTML 5 engine to render content in vehicle
                                                 Browser or lightweight web app in vehicle


A subsidiary of Research In Motion Limited                6                      QNX Confidential. All content copyright QNX Software Systems.
   Connectivity trends

 Embedded                                          Tethering




  Application and connectivity implemented          Application resides only in car
  completely in car                                 Smart phone provides connection to cloud
  Available today, platform dependent               Connectivity: USB or Bluetooth rSAP/DUN



Remote skin                                        Remote terminal




  Application resides in phone                       Application resides only in phone
  Remote skin resides in car, controls phone         Remote terminal client (such as VNC)
  application                                        in car replicates phone HMI
  Connectivity: USB or Bluetooth SPP                 Connectivity: USB or Bluetooth SPP


  A subsidiary of Research In Motion Limited   7                   QNX Confidential. All content copyright QNX Software Systems.
Application stores: Continental, Ford, etc.


  Tier 1 application stores                         OEM application stores




  ―Continental will unveil an application         ―Openbeak Pandora and Stitcher are first
      store concept in the second                  to use Ford Sync API, bringing Twitter,
             half of 2010.‖                          Internet radio control into vehicles‖
          — Continental FAQ                                — Ford Press Release

Disadvantages:                                   Disadvantages:
   Creates vendor lock-in by being                Disrupts supply chain
   ―open‖ but proprietary                         OEM must make large up-front investment
                                                  Difficult to attract development community




A subsidiary of Research In Motion Limited   8                          QNX Confidential. All content copyright QNX Software Systems.
    Mobile devices playing new roles

        OEM device                                     Remote interaction                          Hybrid OEM +
        replacement                                      with vehicle                          device-based systems




        iPhone integration                            Mobile Onstar       Strasbourg                  MINI Connected
          concept system                               BlackBerry         EV iPhone                Infotainment System




  Denso
example:

                                                                      Scroll map,
                                                 Operate map                                     Map in car navigation system
                Download free                                         Zoom in or out,
                                                 in iPhone                                       makes the same moves
                app from app store                                    Input your destination

       QNX is a leader in device connectivity supporting Apple, MS, RIM, BT, ...
    A subsidiary of Research In Motion Limited                        9                           QNX Confidential. All content copyright QNX Software Systems.
     Emergence of pocket application platforms

      Benefits
          Leverage rapid rollout of new applications developed for the consumer market
          Reduce time to introduce new, connected applications into the car
          Large ecosystem of apps and services appeals to all demographics
          Improve personalization – what is more personal than a personal device?
          Off-load hardware / BOM costs
                For example, Internet radio can eliminate need for expensive satellite radio chipset



      Mobile
                                                  Develop & deploy        Develop & deploy      Develop & deploy
development
                                                      2 years                 2 years               2 years
      cycles




 Automotive
development                                           Develop                               Deploy
      cycles                                         2 - 3 years                         8 - 10 years




     A subsidiary of Research In Motion Limited                      10                       QNX Confidential. All content copyright QNX Software Systems.
Smart phone application trends


                                                         Server   Uses smart phone as modem
Cloud-based
                                                                  App runs on server
application                                               App
                            HMI /Display                          Car accesses data on server
                             Command




                                                         Server   Uses smart phone as modem
Smart phone
                                                                  App runs in car
download                                                  App
                            HMI/Display                           Car accesses data on server
                               App




                                                         Server   App runs in smart phone
Smart phone
type A                                        App
                                                                  App can be controlled from
                            HMI/Display                           the car
                             Command



                                                                  Partial app runs in smart phone
                                                         Server
Smart phone                                                       Partial app runs in car
type B                                                            Smart phone app and in-car app
                            HMI/Display       App
                               App                                work together



 A subsidiary of Research In Motion Limited         11                     QNX Confidential. All content copyright QNX Software Systems.
  Cloud-based applications

Connecting the car to Internet applications




                  QNX support for HTML 5, Adobe Flash 10.1, and Adobe Air
 A subsidiary of Research In Motion Limited   12              QNX Confidential. All content copyright QNX Software Systems.
Webkit — Used everywhere




                                                                             HP WebOS




      Google Chrome


A subsidiary of Research In Motion Limited   13   QNX Confidential. All content copyright QNX Software Systems.
                                                         QNX Confidential. All content copyright QNX Software Systems.
          Software value chain: moving towards OEMs
 HMI Applications
                                                                                                                                                                             HMI
 Media     Photo             Email          Browser         Navigation          Google      Youtube           Phone        Weather          Digital




                                                                                                                                                                                                                                OEM
 Player    Viewer                                                               Maps                                                        Cluster




                                                                                                                                                                                                                                                             OEM
 HMI Services
 Flash        Application
 Lite 3       Framework




                                                                                                                                                                                             Supply Chain Software Stack 2005
 Multimedia                                                                                                   Phone                                  Middleware
 Media        Meta            Audio            Video           iPod      Zune       PFS          UPnP          Phone            SMS
 Sync         Data            Codecs           Codecs                                                          Manager                           and applications




                                                                                                                                                                                                                                Supply Chain Software 2008
Navigation              Update                      Browser              Speech                                       Other Applications
 Navigation                  Update                   HTML                 AEC /         Voice         TTS             Social Apps




                                                                                                                                                                                                                                                             Supply Chain Software 2012
 Engine                      Manager                  Engine               NS            Rec                           / Games



File Systems                                                   Graphics                           High Availability                              Database
  Disk                NAND / NOR              CD                OpenGL ES          OpenVG            System Health        Adaptive                QDB
  Transaction         Transaction             DVD               3D                 2D                Monitor              Partitioning            SQLite        Services
  FAT         NTFS      HFS           NFS          CIFS


 Device Connectivity                                       Haptic Controls                                   Networking
  USB         Bluetooth        MOST          CAN           Touch         Hard             Mouse               IPv4       WiFi         Security    Distributed
                                                           Gesture       Buttons          Joystick            IPv6                                Processing



Core Operating System
  Microkernel        Multi           Fast          Power       Instant Device        Event                     Resource Manager
                     Core            Boot          State       Activation            Notification              Framework                                          Core OS

                                                                                                                                                                Hardware


          A subsidiary of Research In Motion Limited                                                     14                                                 QNX Confidential. All content copyright QNX Software Systems.
Ford example




                               Disadvantage – High upfront engineering cost
                                     (over 150 contracted engineers)
A subsidiary of Research In Motion Limited       15                  QNX Confidential. All content copyright QNX Software Systems.
Example of business model evolution:
BlackBerry Traffic

   Cloud connectivity and
   mobile devices may have
   huge impact on OEM
   business models

   Device integration with OEM
   systems can reduce BOM
   costs; for example, traffic,
   navigation, local search,
   Internet radio

   Example: In North America
   real-time traffic information
   can cost as much as $2 per
   month per vehicle
        Some mobile devices
        (e.g. Blackberry Traffic)
        provide this service for
        free




A subsidiary of Research In Motion Limited   16   QNX Confidential. All content copyright QNX Software Systems.
QNX Approach: Universal Application Platform
Modular components consisting of Adobe Air, Adobe Flash,
HTML 5, OpenVG, OpenGL, and Java




  A subsidiary of Research In Motion Limited   17   QNX Confidential. All content copyright QNX Software Systems.
Universal application platform




A subsidiary of Research In Motion Limited   18   QNX Confidential. All content copyright QNX Software Systems.
 Putting it all together




HMI




                         Composition Manager

 Adobe Air
 Video /
 OpenGL
HTML 5 +                                                                      Device
Adobe Flash                                                                 Integration
  A subsidiary of Research In Motion Limited   19   QNX Confidential. All content copyright QNX Software Systems.
Addressing the challenges

   QNX understands automotive requirements and challenges

   Focused on bringing customers to production

   Over 200 production models to date

   Full support for automotive silicon (ARM, SH, PowerPC, x86)

   Design, planning, and integration services anticipated and built in

   Integration not left to you: team of QNX senior automotive engineers
   working on QNX components ─ no one is more qualified

   Open and integrated ─ select from a wide array of hardware and
   middleware components, depending on your design




A subsidiary of Research In Motion Limited   20       QNX Confidential. All content copyright QNX Software Systems.
Contact information


      QNX Software Systems
              International telephone: +1 613 591-0931

              Web: www.qnx.com

              Andrew Poliak
                Director, Business Development, Automotive
                     apoliak@qnx.com




                                             Thank you


A subsidiary of Research In Motion Limited       21          QNX Confidential. All content copyright QNX Software Systems.
Application Platforms


Application Platforms
•Android
•Microsoft
•HTML 5
•Adobe




  A subsidiary of Research In Motion Limited   22   QNX Confidential. All content copyright QNX Software Systems.
Android


Benefits                                          Drawbacks
   Free to use and distribute                      Boot times can be long
   Leverages Java                                  Designed for mobile phones, not cars
   Thousands of apps                               Limited ability to influence Google –
                                                   especially outside of the mobile market
   Widget-based HMI development tools
   for Eclipse                                     Android virtual machine is not quite Java
   Safe, upgradable environment                        Java code must be recompiled
                                                       Java environment can be challenging
                                                       for graphics designers
                                                       No solution for sharing display with
                                                       native applications
                                                   Linux only (GPL, etc.)
                                                   Google’s future direction: HTML 5 /Chrome?




A subsidiary of Research In Motion Limited   23                       QNX Confidential. All content copyright QNX Software Systems.
Microsoft


Benefits                                          Drawbacks
   Many developers familiar with                   Fragmented approach
   Windows API                                     Features such as multi-core not consistently
                                                   supported across products
   Choice of device drivers
                                                   All or nothing: core WinCE not enough, but full
   Full-featured automotive stack with             automotive stack much more expensive
   Bluetooth, multimedia, etc.
                                                   Embedded browser not HTML 5 compliant
   Large third-party ecosystem
                                                   Customer must develop all iPod interfaces
   Core (basic) WinCE inexpensive
                                                   Limited ability to influence Microsoft
   Inexpensive tools
                                                   Currently lacks application store support




A subsidiary of Research In Motion Limited   24                           QNX Confidential. All content copyright QNX Software Systems.
HTML 5


Benefits                                                Drawbacks
   Built on open industry standards                      Poor development environment for
                                                         rich user experiences*
   Supports multiple operating systems
   Wide industry adoption                                Poor application environment*

   Create once, deploy on multiple devices               Standards not yet ratified
   Huge development community                            Limited stand-alone applications and
                                                         application store
                                                         Difficult to leverage native operating
                                                         system resources
                                                         No full-featured media player that can
                                                         integrate with mobile devices
                                             HP WebOS




   Google
   Chrome                                                * New suppliers trying to address this.
                                                           Example: www.sencha.com

A subsidiary of Research In Motion Limited       25                               QNX Confidential. All content copyright QNX Software Systems.
Adobe Air / Flash

Benefits
   Flexible: Can be an application platform,             of Internet-connected                of top 20 smart phones will
                                                         PCs worldwide have                   support Flash Player this year
   HMI solution, or browser plug-in                      Flash Player installed

   Supports multiple operating systems
   HMIs are very easy to design                          develop using the                   of Alexa 100 top
                                                         Flash Platform                      websites use Flash Player
   ActionScript-based HMIs can be accelerated
   with OpenGL ES
                                                         penetration rate in                 of web games are
   Lots of built-in application, multimedia, and         enterprises - Forrester             delivered using Flash Player
   graphics functionality with ActionScript 3
   Adobe Air framework can interact with native
   resources and applications                            of enterprise professionals will seek Flash Platform
                                                         development skills in 2010 – Society of Digital Agencies
   Flash plug-in enables full Internet experience
   Adobe Air Marketplace application store               Drawbacks
                                                          Proprietary solution
                                                          Open to developers, but the Adobe Flash /
                                                          Adobe Air engine isn’t ―open‖
                                                          No full-featured media player that can
                                                          integrate with mobile devices (e.g. Apple)
                                                          Limited ability to influence Adobe


A subsidiary of Research In Motion Limited          26                                  QNX Confidential. All content copyright QNX Software Systems.
    Device integration: iPod out / terminal mode

Benefits                                              Drawbacks
 Simple integration                                       Developer community might not have appetite to
                                                          create ―car mode‖ HMI
 When app becomes available on phone, it
 also becomes available in the car                        Possible fragmented user experience
 Keeps the vehicle up to date and allows                  Policy management and driver distraction issues
 end-user to leverage personal devices                    Pressure on OEM brand




                                                                                 Pocket applications
                                                                                 • Internet radio
                                                                                 • Navigation
                                                                                 • Local search
          A2DP, AVRCP
        Application control
                                                 A2DP, AVRCP, Video (iPod Out)   • Traffic
        policy management
                                                   Application on smart phone               Device application
                                                      policy management                           store

Bluetooth SPP (Serial Port Profile)              Bluetooth SPP    2.5G, 3G, 4G              Server application
           USB / WiFi                             USB / WiFi         Wireless                   (optional)

    A subsidiary of Research In Motion Limited       27                           QNX Confidential. All content copyright QNX Software Systems.

								
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