1、Auto Embedded Software: Infotainment,European Commission Project: IPTS-2009-J04-17-NC JRC/IPTS,Hardware: Infotainment system design is following PC model Software/OS: Standardized software/OSs will dominate in the future Apps: Future features will be enabled using software/apps rather than dedicated
2、 hardware blocks,Standardization favors low-cost providers: European software (and hardware) suppliers will need to innovate and demonstrate their value-add to reduce the effects of commoditization, and competition from low-cost regions,Agenda,Hardware: Infotainment Architecture Evolution System Dev
3、elopment Frontier Software: The OS Evolution Open and Closed platform elements Regional trends by task Applications (Apps) Taking development beyond hardware and OS Apps store and Trends Infotainment to Smartphone Apps Trends EU Embedded Infotainment Software SWOT Business Upheaval,Infotainment Arch
4、itecture Evolution,Source iSuppli Corporation Automotive C&D Service,First Gen 1997,Second Gen 1998 - 2008,Third Gen 2006 - 2011,Fourth Gen 2010 ,Distributed Architecture MOST, Separate ECUs,Open Architecture,Headunit Integration,Simple Radio, CD, Cassette,System Development Frontier: OEM vs. Consum
5、er,First Gen 1997,Second Gen 1998 - 2008,Third Gen 2006 - 2011,Fourth Gen 2010 ,Telematics Systems,Navigation Systems,Audio Head-Unit,Windows Auto vs. QNX vs. Wind River,Proprietary OS,Infotainment OS Evolution,QNX vs. ?,Proprietary OS,MS Auto vs. QNX,Genivi vs. MS Auto vs. QNX,Instrument Cluster,Pr
6、oprietary vs. QNX,2000 2010 2020,Genivi vs. MS Auto vs. QNX vs. Others,Genivi vs. MS Auto vs. QNX vs. Others,Multiple, proprietary OSs Single, standard OS,Wind River to Genivi,Auto Infotainment Platforms: Whats Open?,Open Source Open Closed,*GENIVI use Moblin; Will move to MeeGo,Infotainment: OS tre
7、nds by task,Reduces EU Advantage,*LCC = Low Cost Countries *A-P = Asia pacific,EU Advantage lost?,Automotive App Store: Beyond hardware and OS,The App Store Concept for Automotive,What are Apps? Internet-based application store, similar to Apple iPhone App Store Originated in the Smartphone space Ru
8、n on standardized software platforms: Windows/QNX/Genivi/Android What function do Apps serve? Enable new features using software on existing hardware Developers can keep the platform alive with feature innovations after launch Who will provide the apps? Mostly 3rd party software developers OEMs and
9、Tier 1 suppliers will provide a basic set of starter apps How do Apps effect the supply chain? Rewards innovation and developers who are first to market Provides easy scalability and distribution Enables feature and service development which will encourage e-commerce Shifts development/revenue oppor
10、tunity from Hardware to Software,Functionality,Smartphone-Aftermarket Device AppsAftermarket device-based appsOBDII apps, driver assist apps (camera),Smartphone Apps RenderingIVI HMI for Smartphone, tethering, Remote control, navigation, music, RSE video,Smartphone-Infotainment Coop AppsJoint IVI &
11、Smartphone applicationsOBDII apps, cloud computing apps,2005 2010 2015 2020,Infotainment to Smartphone Apps Trends,Smartphone as Communication LinkInfotainment OS Platform, Bluetooth profiles, tethering, WiFi linkHMI, multimedia services, telematics services, native appsExamples: Fiat Blue&Me, Ford
12、Sync, Hyundai UVO,Automotive OEM App Trends,EU Region - Embedded Infotainment Software SWOT (update at workshop),Conclusion: Infotainment Business Upheaval,Hardware level After Platform standardization: Demand side: OEMs will be looking to reduce cost and add value Supply side: Profitability is redu
13、ced as Infotainment design follows the PC design model, and the rise of Standardized platforms Supply side: Tier 1 suppliers will need to demonstrate their value add Software/OS level After standardization: Demand side: OEMs/Tier 1s can leverage OSs standards to reduce development costs Supply side:
14、 Commoditization puts pressure on EU based suppliers to outsource development to low-cost regionsSupply side: Commoditization widens the supplier base in low-cost/non-EU regions Apps/Application level: Demand side: New feature roll-outs: Consumer and Auto apps development will converge Supply side: Ongoing revenues opportunities will be created for the life of the vehicle Supply side: Opportunities exist to export innovation and new feature development,
