2016 North American Over-the-air Update Enabling Technology Leadership Award

Transcription

1 2016 North American Over-the-air Update Enabling Technology Leadership Award 2016

2 Contents Background and Company Performance... 3 Industry Challenges... 3 Conclusion... 7 Significance of Enabling Technology Leadership... 8 Understanding Enabling Technology Leadership... 8 Key Benchmarking Criteria... 9 Best Practice Award Analysis for Movimento... 9 Decision Support Scorecard... 9 Technology Leverage Customer Impact Decision Support Matrix The Intersection between 360-Degree Research and Best Practices Awards Research Methodology Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices About Frost & Sullivan Frost & Sullivan We Accelerate Growth

3 Background and Company Performance Industry Challenges The future of the automotive ecosystem is heading toward the integration of multiple domains, such as the Internet of Things (IoT), connected vehicles, autonomous vehicles, and vehicle2x communication. This shift means that software-defined cars will be the essence of the connected car future. In today s connected cars, software coding has become a vital part in the ecosystem, as it has given rise to a number of sensors and electronic control units (ECUs) in the car, which is software driven. This transition has led to an increase in security challenges and cyber attacks across the globe, leading to vulnerability in autonomous vehicles such as: Theft of personal data such as passwords and credit card information Hacking of driving-critical features such as Advanced Drive Assisting Systems and braking system Original equipment manufacturers (OEMs) need to have the tools and the platform necessary to enhance security in real time and in a seamless manner, in order to avert the above-mentioned threats. OEMs look to partner with Tier-I suppliers with outstanding security portfolio in order to overcome these threats. Harman s recent acquisition of Towersec cements this fact. Frost & Sullivan s research indicates that 50% of vehicle recalls are related to electronics/software; early detection and over-the-air (OTA) updates can help reduce this number. GM, North America s largest automaker, recalled 2.6 million cars for their flawed ignition switch. This recall costed GM $4.1 billion. FCA recalled 1.4million vehiclesin the US market for software updates, owing to recent cyber security issues. OTA updates are of 2 types: Software OTA (SOTA) which is not mission-critical and relates to infotainment, operating system, and navigation and Firmware OTA (FOTA) which is mission-critical and updates the software that resides in the ECU of the powertrain, autopilot, chassis, and safety. Most OEMs are implementing SOTA, especially in navigation, infotainment performance improvement, and graphical user interface. Frost & Sullivan s research shows that most OEMs in North America will focus on SOTA for the next 3 5 years. This trend is driven by the adoption of long-term evolution (LTE), spearheaded by OEMs such as GM and Audi. Tesla is the only OEM in the market to perform FOTA for its autopilot feature Model S; It has an Ethernet duplex (100 Mbps) that allows easy FOTA. BMW is expected go the Tesla route for a complete EE architecture on Ethernet post 2018, offering clear FOTA capabilities. Frost & Sullivan We Accelerate Growth

4 As we move toward autonomous cars, SAE Level 3 and above, automation will need selflearning and prescriptive diagnostics capabilities, which would make FOTA/SOTA critical. When pushing out an update to a customer, the technology enabler should have the ability to understand criteria such as File size to be updated Connectivity status Status of the vehicle Number of vehicles to be updated OEMs should be in a position to update their latest software in vehicles seamlessly, in order to increase customer satisfaction and help reduce warranty spending. The technology enablers should be able to cater to the need of the moment, which is to offer OTA solutions through a smartphone to the car that is not equipped with embedded connectivity. Movimento, a market leader in the OTA space, has a unique way of managing the software across the entire life cycle of the vehicle and is tapping the fiercely competitive OTA updates market with a proven and tested OTA platform. This platform can be easily integrated with existing and future vehicles across different operating systems (OS), with no re-designing required. The company also has successful running projects with automakers. Commitment to Innovation Movimento has uniquely positioned itself in the automotive industry from a software-update point of view; it is the only company that offers software life cycle management. Unlike other OTA companies, Movimento engages with OEMs at the early stages of a car assembly line and keeps a record of the vehicle s ECUs and its hardware and software lifecycle through an OTA-enabled advanced gateway. This gateway is physically connected to On Board Diagnostics II or the body controller module that, in turn, connects to a secured cloud server. With access to the vehicle s software- and ECU-related information, the platform offers situational software updates (just-in-time software updates). This innovative solution from Movimento has gained traction among North American automotive OEMs and Tier-I suppliers, as the software update can be offered anywhere at any time throughout the entire life cycle of the car. The success of this service is reflected through the company s partnerships with North American OEMs, such as GM, FCA, and Ford. The deployment of Movimento s OTA platform in the automotive industry, especially in the North American market, to improve customer satisfaction, reduce warranty recalls for OEMs, and optimize overall user experience is a striking outcome of the company s success to ensure innovative excellence. Frost & Sullivan We Accelerate Growth

5 Commitment to Creativity Movimento has been updating software OTA since 2012, updating 5 cars every minute across the globe. It has updated approximately 3.5 million vehicles worldwide through December The vehicle Software Client architecture is basically separated into Black side architecture and Red side architecture with the black side being the non-critical issues including infotainment, external connectivity (wired or wireless) and its related operating system and the red side being the safety-related or mission-critical issues adhering to safety, such as air bags, braking system, and body control module. Movimento has a firm foot in updating the red side architecture of the vehicle, body control unit, powertrain, and ADAS. With its evolution in the red side of the architecture, Movimento has gained the trust of OEMs for achieving updates that require reliability and security. It has now begun updating the black side of the architecture. Another unique feature is that the company understands the need to update vehicles that do not come with embedded connectivity, paving way for the new solution Bring Your Own Device (BYOD). Software updates can be enabled with the help of a smartphone. It s a twostage solution: Movimento s application is integrated as a white label solution with the OEM Mobile App and activated to get connected to the servers and the latest software is downloaded. The phone is then connected to the car through Bluetooth, WiFi or USB, enabling vehicle updates. This model is expected to be commercialized by 2018 in North America, China and other global markets. Movimento has the scalability to offer timely updates to the safety system of the vehicle to support the evolving needs of ADAS, body control modules, and drivetrains, with the proliferation of autonomous vehicles. This uniqueness helps Movimento reinforce its position as a market leader in this space. Stage Gate Efficiency Movimento s success and trust gained from OEMs and Tier-I suppliers largely depend upon its well-laid process and best practices followed across the organization. While deploying OTA updates, it follows a strategy called Crawl, Walk, and Run. Movimento does not push OTA updates directly to the customers; instead it engages with the OEM to update, analyze, and experience the new software update on the OEM s test vehicles, which are retrofitted with Movimento s wireless gateway if embedded connectivity is not available or not yet mature enough for the task. When the trial-run results are positive, OEMs push it to the customers. In addition, Movimento collects data from the cars before the update is pushed; it collects the VIN number, the ECU specifics, and the hardware and software versions to its Automotive Intelligent Engine (AIE), which is located in the cloud. AIE comprises various software updates from the OEM, and analyzes and resolves the difference between the collected data and the stored data and decides which vehicle requires which update and Frost & Sullivan We Accelerate Growth

6 updates accordingly. Movimento, with its OTA platform, not only helps reduce the number of recalls, but also supports OEMs in warranty aspects. The AIE constantly collects data about the vehicle and the frequency of data collection is OEM defined. When the AIE finds a mismatch or tweaked software in a vehicle that was completed by aftermarket service providers, the system automatically flags it, sending information to the OEM and the dealer, and helps the OEM avoid the specific vehicle from warranty. Customer ownership experience With continuous focus on providing effective OTA to vehicles manufacturers and Tier-I suppliers, Movimento has taken the onus of providing tailored products to meet customer requirements. Movimento holds the advantage over its competitors by providing its customers with a robust, reliable, secure, and user-friendly OTA platform. Movimento s AIE resides in the data center of the OEM or is hosted in a secure, scalable and global Cloud platform. This offers OEMs independence to update the system themselves or seek Movimento s assistance if and when needed. The ownership experience and enhanced customer satisfaction are evident from the company s contracts with leading OEMs and Tier- I suppliers, such as GM, FCA, Opel, Nissan, Bosch, Continental, Delphi, Denso, Mitsubishi Electric, and Panasonic. This OTA platform is a major milestone; however, Movimento believes that this is just the beginning for this technology, which has more potential to unveil in the future. Customer Purchase Experience In a highly competitive space, purchase experience is considered to be a crucial factor for customer loyalty. Movimento s dedication to providing a positive purchase experience has been critical for its rise as a competitive market participant. Movimento has constantly cashed itself on its strength with its just-in-time software updates to OEMs and Tier-I suppliers. This unfailing focus has been a major asset in its mission to keep its customers satisfied by providing a strong supply of technology to meet demand. In addition, it continues to offer value through its various flexible purchasing options, which allow customers to customize the technology that caters to their needs. Customer Service Experience Capitalizing on its ability to work as a valued partner with Tier-I suppliers and OEMs, Movimento s ability to offer state-of-the-art service experience to its customers is unique in the North American OTA updates industry. Customers can avail Movimento s services at any stage of the product development phase starting from the assembly line of the vehicle to hardware installations and post product introduction stages. The company works closely with its customers and offers them the required assistance to ensure that its solutions function optimally, delivering the best outcome. Not only does the company follow a Frost & Sullivan We Accelerate Growth

7 proactive approach to understanding customers evolving requirements, but it also ensures that customers achieve their desired objectives through constant feedback. Movimento has an after-sales support program that allows customers to reach out directly to its executives. This direct line of communication gives customers an efficient way to tackle issues they encounter. It also provides a second line of support online for issue management and process management. Frost & Sullivan believes that Movimento s enhancement of customer value lies in delivering unique services that result in customers always looking to Movimento as a trusted partner. Conclusion Movimento has exhibited excellent growth potential and dominance in the OTA industry. Its relentless dedication to addressing its customers needs while maintaining quality, reliability, and security is commendable. The company is continuing to build a strong brand image by expertly addressing its customers needs and meeting their demands. Movimento s image of high-quality and reliable service with a well-experienced team is aiding the company in sustaining and expanding its business, in order to establish market dominance amid heavy competition. With its strong overall performance, Movimento has earned Frost & Sullivan s 2016 Enabling Technology Leadership Award. Frost & Sullivan We Accelerate Growth

8 Significance of Enabling Technology Leadership Ultimately, growth in any organization depends upon customers purchasing from your company, and then making the decision to return time and again. In a sense, then, everything is truly about the customer and making those customers happy is the cornerstone of any long-term successful growth strategy. To achieve these goals through technology leadership, an organization must be best-in-class in three key areas: understanding demand, nurturing the brand, and differentiating from the competition. Understanding Enabling Technology Leadership Product quality (driven by innovative technology) is the foundation of delivering customer value. When complemented by an equally rigorous focus on the customer, companies can begin to differentiate themselves from the competition. From awareness, to consideration, to purchase, to follow-up support, best-practice organizations deliver a unique and enjoyable experience that gives customers confidence in the company, its products, and its integrity. Frost & Sullivan We Accelerate Growth

9 Key Benchmarking Criteria For the Enabling Technology Leadership Award, Frost & Sullivan analysts independently evaluated two key factors Technology Leverage and Customer Impact according to the criteria identified below. Technology Leverage Criterion 1: Commitment to Innovation Criterion 2: Commitment to Creativity Criterion 3: Stage Gate Efficiency Criterion 4: Commercialization Success Criterion 5: Application Diversity Customer Impact Criterion 1: Price/Performance Value Criterion 2: Customer Purchase Experience Criterion 3: Customer Ownership Experience Criterion 4: Customer Service Experience Criterion 5: Brand Equity Best Practice Award Analysis for Movimento Decision Support Scorecard To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Scorecard. This tool allows our research and consulting teams to objectively analyze performance, according to the key benchmarking criteria listed in the previous section, and to assign ratings on that basis. The tool follows a 10-point scale that allows for nuances in performance evaluation; ratings guidelines are illustrated below. RATINGS GUIDELINES The Decision Support Scorecard is organized by Technology Leverage and Customer Impact (i.e., the overarching categories for all 10 benchmarking criteria; the definitions for each criteria are provided beneath the scorecard). The research team confirms the veracity of this weighted scorecard through sensitivity analysis, which confirms that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies. Frost & Sullivan We Accelerate Growth

10 The results of this analysis are shown below. To remain unbiased and to protect the interests of all organizations reviewed, we have chosen to refer to the other key players as Competitor 2 and Competitor 3. DECISION SUPPORT SCORECARD FOR ENABLING TECHNOLOGY LEADERSHIP AWARD Measurement of 1 10 (1 = poor; 10 = excellent) Enabling Technology Leadership Technology Leverage Customer Impact Average Rating Movimento Competitor Competitor Technology Leverage Criterion 1: Commitment to Innovation Requirement: Conscious, ongoing adoption of emerging technologies that enables new product development and enhances product performances Criterion 2: Commitment to Creativity Requirement: Technology is leveraged to push the limits of form and function, in the pursuit of white space innovation Criterion 3: Stage Gate Efficiency Requirement: Adoption of technology to enhance the stage gate process for launching new products and solutions Criterion 4: Commercialization Success Requirement: A proven track record of taking new technologies to market with a high rate of success Criterion 5: Application Diversity Requirement: The development and/or integration of technologies that serve multiple applications and can be embraced in multiple environments Customer Impact Criterion 1: Price/Performance Value Requirement: Products or services offer the best value for the price, compared to similar offerings in the market Criterion 2: Customer Purchase Experience Requirement: Customers feel like they are buying the most optimal solution that addresses both their unique needs and their unique constraints Criterion 3: Customer Ownership Experience Requirement: Customers are proud to own the company s product or service, and have a positive experience throughout the life of the product or service Frost & Sullivan We Accelerate Growth

11 Criterion 4: Customer Service Experience Requirement: Customer service is accessible, fast, stress-free, and of high quality Criterion 5: Brand Equity Requirement: Customers have a positive view of the brand and exhibit high brand loyalty Decision Support Matrix Once all companies have been evaluated according to the Decision Support Scorecard, analysts can then position the candidates on the matrix shown below, enabling them to visualize which companies are truly breakthrough and which ones are not yet operating at best-in-class levels. DECISION SUPPORT MATRIX FOR ENABLING TECHNOLOGY LEADERSHIP AWARD High Movimento Competitor 2 Competitor 3 Customer Impact Low Low Technology Leverage High Frost & Sullivan We Accelerate Growth

12 The Intersection between 360-Degree Research and Best Practices Awards Research Methodology Frost & Sullivan s 360-degree research methodology represents the analytical rigor of our research process. It offers a 360-degree-view of industry challenges, trends, and issues by integrating all 7 of Frost & Sullivan's research methodologies. Too often, companies make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. The integration of these research disciplines into the 360-degree research methodology provides an evaluation platform for benchmarking industry players and for identifying those performing at bestin-class levels. 360-DEGREE RESEARCH: SEEING ORDER IN THE CHAOS Competitive Benchmarking Availability of Capital Demographics Buying Behavior Growth Strategies Economic Trends Industry Expansion Industry Evolution New Vertical Markets GeoPolitical Stability Growth Implementation Technology Obsolescence Emerging Technologies CEO Sustainability Disruptive Technologies New Business Cultures Smart Cities Career Development New Applications Segmentation Industry Convergence Country Risk Branding and Positioning Crowd Sourcing Competitive Strategy Needs and Perceptions Capital Investments Emerging Competition Frost & Sullivan We Accelerate Growth

13 Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices Frost & Sullivan Awards follow a 10-step process to evaluate award candidates and assess their fit with select best practice criteria. The reputation and integrity of the Awards are based on close adherence to this process. STEP OBJECTIVE KEY ACTIVITIES OUTPUT 1 Monitor, target, and screen Identify award recipient candidates from around the globe Conduct in-depth industry research Identify emerging sectors Scan multiple geographies Pipeline of candidates who potentially meet all bestpractice criteria 2 Perform 360-degree research Perform comprehensive, 360-degree research on all candidates in the pipeline Interview thought leaders and industry practitioners Assess candidates fit with best-practice criteria Rank all candidates Matrix positioning all candidates performance relative to one another 3 Invite thought leadership in best practices Perform in-depth examination of all candidates Confirm best-practice criteria Examine eligibility of all candidates Identify any information gaps Detailed profiles of all ranked candidates 4 Initiate research director review Conduct an unbiased evaluation of all candidate profiles Brainstorm ranking options Invite multiple perspectives on candidates performance Update candidate profiles Final prioritization of all eligible candidates and companion best-practice positioning paper 5 Assemble panel of industry experts Present findings to an expert panel of industry thought leaders Share findings Strengthen cases for candidate eligibility Prioritize candidates Refined list of prioritized award candidates 6 Conduct global industry review Build consensus on award candidates eligibility Hold global team meeting to review all candidates Pressure-test fit with criteria Confirm inclusion of all eligible candidates Final list of eligible award candidates, representing success stories worldwide 7 Perform quality check Develop official award consideration materials Perform final performance benchmarking activities Write nominations Perform quality review High-quality, accurate, and creative presentation of nominees successes 8 Reconnect with panel of industry experts Finalize the selection of the best-practice award recipient Review analysis with panel Build consensus Select winner Decision on which company performs best against all best-practice criteria 9 Communicate recognition Inform award recipient of award recognition Present award to the CEO Inspire the organization for continued success Celebrate the recipient s performance Announcement of award and plan for how recipient can use the award to enhance the brand 10 Take strategic action Once licensed, company may share award news with stakeholders and customers Coordinate media outreach Design a marketing plan Assess award s role in future strategic planning Widespread awareness of recipient s award status among investors, media personnel, and employees Frost & Sullivan We Accelerate Growth

14 About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages almost 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 31 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan We Accelerate Growth