Automo&ve 101 for Qt Developers. Linda Campbell, QNX So>ware Systems

Transcription

1 Automo&ve 101 for Qt Developers Linda Campbell, QNX So>ware Systems

2 Topics Confiden&al Informa&on of 2 QNX backgrounder A look at the market What about apps? Addressing the challenges Why a developer community makers

3 Confiden&al Informa&on of 3 QNX Backgrounder

4 QNX in 60 seconds Confiden&al Informa&on of 4 Global presence: North America, Europe, Asia Products: opera&ng system, middleware, tools, services Markets: auto, medical, industrial, networking, mil- aero, consumer, m2m History: privately owned Harman Interna&onal 2010 à BlackBerry

5 QNX technology: mission cri&cal performance Confiden&al Informa&on of 5 Microkernel architecture benefits Hard real&me: responsive and predictable performance (more than just fast) Ultra reliable: built in memory protec&on, file system protec&on, CPU protec&on Truly scalable: mul&- tasking, mul&core, network distributed AND Standards based: OS, graphics, tooling, web Clean intellectual property Awesome UX capabili&es for graphics and mul&media Safety and security cer&fied

6 Market leaders using QNX Confiden&al Informa&on of 6 Nuclear Reactors Warehouse Control HVAC Power Genera=on Turbine Controllers Financial Cancer Therapy Instrument Clusters Networking Telema=cs Process Control Locomo=ves Space Vision Laser Eye Surgery Military

7 QNX automo&ve leadership Confiden&al Informa&on of QNX So>ware Systems Limited Automakers Deployed by over 40 OEMs in 250 vehicle plaoorms and over 40 million vehicles throughout North America, Europe, and Asia Tier 1 Suppliers 7

8 Confiden&al Informa&on of A look at the market 8

9 Talk the talk Confiden&al Informa&on of 9 OEM Automakers: GM, BMW, Audi, Toyota, Chrysler Tier1 Tier2 Module supplier & system integrator: Delphi, Harman, Denso, Panasonic, Visteon So>ware/hardware/components supplier: QNX, TI, Qualcomm, Pandora, RedBend RFI/RFQ/RFP SOP Request for info/quote/proposal Start of produc&on Head unit/center stack Originally referred to the centerpiece of the car s stereo system, now used to describe the built in system for naviga&on or infotainment Infotainment Informa&on + entertainment + nav + telema&cs + hands- free

10 Understanding the supply chain Confiden&al Informa&on of 10 OEM Tier 1 Tier 2

11 Confiden&al Informa&on of In vehicle connec&vity 11

12 Ecosystems in transi&on Confiden&al Informa&on of 12

13 OEM Development Cycle Confiden&al Informa&on of 13 Research Labs Product Planning RFI & RFQ Contract Award Develop SOP Produc&on Historically: months Targe&ng: months

14 Decreasing development cycles and increasing so>ware expecta&ons Confiden&al Informa&on of 14

15 So>ware and the OEM development cycle Confiden&al Informa&on of 15 Research Labs Product Planning RFI & RFQ Contract Award Develop SOP Produc&on OEM Updates Samples Tier 1(s) Development Tier 1 Produc=on Branches QNX CAR Subscrip&on QNX

16 The automaker s dilemma Confiden&al Informa&on of 16 Applica&ons Consumer electronics Challenges: Technology lifecycles Obsolescence Relevance Vehicle electronics SOP Year 5 Year 10

17 Confiden&al Informa&on of Value shi>s in the supply chain 17 OEMs Taking back control of their in- vehicle systems So>ware increasingly viewed as a differen&ator Changing models (Audi/Tesla) Their history as metal benders permeates business Tier Ones Historically had control over systems, receding as OEMs reduce dependency on suppliers Trying to develop value proposi&on Under major pressure to reduce costs New Entrants Smart phones with compe&ng brands Social networking brands Big data players Carriers

18 Confiden&al Informa&on of Driver distrac&on sensi&vity 18 Driver distrac&on directly linked to accidents NA 4M crashes per year Virginia Tech Transporta&on Ins&tute: Tex&ng equivalent to drunk driving (ups crash risk 23 &mes) Widespread legisla&ve response US: 90% of states have legisla&on of some type Europe: majority of countries ban hand- held New Delhi: ban on hand- held and hands- free Execu&ve summary OEMs are on the hook for anything that is built into the vehicle, a>er- market devices adhere to different standard (none) OEMs want to be in control of their des&ny, work to minimize driver distrac&on so that technology doesn t get regulated out

19 And let us not forget The consumer perspec&ve Confiden&al Informa&on of 19 Mobile experience changes expecta&ons Ubiquitous access to their content Up- to- date electronics Personalized & familiar experience Self- branding Ease of use

20 Increased integra&on to mobile Phone connec&vity Applica&on & content connec&vity Challenges: life cycle disparity, lack of standards, branding & user experience (car, phone, app?)

21 Applica&on stores Advantages for OEM Cer&fica&on Extends technology lifespan Builds brand loyalty Vehicle state considera&ons Plaqorm specific Personaliza&on Model is evolving Who provides?

22 Confiden&al Informa&on of Autonomous cars 22 Convergence of ADAS and other technologies Con&nued push for drivers to disengage Aging popula&on wan&ng to retain mobility Longer- term challenging (but rewarding) goal Pursued by numerous groups DARPA, Google/Stanford, VisLab/U. of Parma GM, Ford, Diamler, VW, Audi, BMW, Volvo

23 Confiden&al Informa&on of 23 What about apps?

24 Confiden&al Informa&on of What apps make sense? 24 Don t try to replicate the mobile experience, augment based on context & safety 30 not 30,000 Driver distrac&on OEM valida&on Balance brought- in & built- in Context relevant First genera&on: focus on connected driver naviga&on, informa&on, entertainment Next genera&on: add focus on connected car

25 Confiden&al Informa&on of Applica&ons ROI 25 Automo&ve is not big enough market on its own to akract large community will leverage mobile Automo&ve is fragmented, not based on a common plaqorm OEM designs and preferences differ OS, screen size, CPU, form factor etc. Cer&fica&on implica&ons Auto development cycles are long What is the channel to the customer? Who is the customer?

26 Confiden&al Informa&on of Plaqorm fragmenta&on 26 Acura Hands- free link Audi MMI 3G BMW ConnectedDrive Chevy MyLink Chrysler MyGig Ford F- 150 driver informa&on center GMC/Buick IntelliLink Hyundai Blue Link Jaguar and LandRover instrument clusters OnStar and OnStar FMV Porsche PCM Toyota Entune Toyota Touch & Go

27 Comparing TAM & app prices Confiden&al Informa&on of 27 $1.00/app x 37, 040, 000 units = $37, 040, 000 revenue/344, 714 units = $107/app Sample mobile app price Number iphones sold in 2012 Q1 Number Toyota Camry s sold in US in 2012 Equivalent app price to match revenue

28 Confiden&al Informa&on of The reality 28 OEM- specific plaqorms shrink the app ecosystem Only the very biggest app companies can afford to par&cipate Plaqorm differen&a&on hurts everyone Lack of scale has nega&ve effect on differen&a&on of content

29 Confiden&al Informa&on of OEMs and apps 29 Many do app por&ng themselves, too difficult to enable third par&es Doesn t scale (how to get from 10 to 100 apps) Sacrifice unan&cipated innova&ons Sacrifice TTM Challenge to respond to trending apps OEM specific SDKs Ongoing fragmenta&on Doesn t scale Discourages developers

30 Confiden&al Informa&on of 30 Addressing some of the challenges

31 Cri&cal success factors - Enabling apps in automo&ve Confiden&al Informa&on of Common plaqorm 2. Revenue for app developers 3. Mi&gate driver distrac&on

32 A common plaqorm Confiden&al Informa&on of 32 Need to standardize on app plumbing, doesn t mean we have to standardize on overall UI and UX, doesn t mean we need to standardize on OS or hardware Differen&a&on is possible Needs to be driven by mobile paradigms in order to en&ce developers Scale and familiarity, reduces incremental cost of automo&ve Open source is not always mandatory Interoperability is needed, which means open standards QNX supports today s broadest cross- plaqorm mobile development environments Qt HTML 5 C++/OpenGL ES Android Java Industry specific Elektrobit GUIDE, Crank Storyboard

33 Open standards: Qt Confiden&al Informa&on of 33 Significant interest by OEMs for Qt Powerful flexible high performance framework that is industry standard, open and OS agnos&c Qt projects at Bosch, Harman, Panasonic, Garmin, Mercedes, Honda, Porsche, PSA, Magnex Marelli Qt usage is on the rise in automo&ve

34 How app developers can make money Confiden&al Informa&on of 34 OEM pre- funded? Provides revenue assurance to small developers OEMs not sixng on big stacks of gambling money Footprint extension Car app adds more users and more usage Works when you have a model to extend Adver=sing Adver&sing model obviously successful AKrac&ve if relevant (LBS), and non- distrac&ng Wait for established car stores? Safest choice for &me to revenue Might wait a long &me Gives compe&tors a chance to get established Raise app prices? Could work for some apps, but customer expecta&ons have been set low Other mobile models? SaaS Freemium In- app purchases

35 Confiden&al Informa&on of Answering the safety ques&on 35 Industry recognizes need to self- police before government does Driver distrac&on OEMs working on models Develop internally OEM SDKs Valida&on process Industry standards Automobile protec&on Separate virtualized environment Separate applica&on sandbox Tightly controlled access to services Voice as primary interface, heads up displays etc

36 Confiden&al Informa&on of 36 Why enabling a developer community makers

37 Opportunity: beyond the driver Confiden&al Informa&on of 37 Connected Driver Connected Car Stakeholders OEM, Dealer Keeping it safe Traffic management Collision avoidance Accident response Road condi&ons Keeping it green Performance Monitoring Op&mized rou&ng Charge status Keeping it fresh Firmware updates Lifecycle management Applica&on deployment Nomadic/personalized Government Insurance Rental agencies Services (repairs, gas) Driver state Drowsiness, health Driving performance Vehicle state Preven&ve maintenance Sales opportuni&es Enable innova&on Maintain privacy and security Loca=on Based Services Produc=vity Infotainment

38 Good news story for Qt developers Confiden&al Informa&on of 38 Automo&ve is an industry in transi&on, change opens doors and creates opportuni&es New standards New technologies New partnerships all necessary for success Automo&ve OEMs seem to be embracing Qt Qt 5.2 mobile edi&on support for Android and IOS solidifies the bridge between mobile and auto for Qt OEMs recognize need to enable developers for connected services on smart phones and head units

39 Resources Confiden&al Informa&on of 39 Upcoming shows that focus on automo&ve Telema&cs Update Munich, Nov hkp:// Auto Apps and mobile device evolu&on, Berlin December 5-6 hkp://automo&ve- apps2013.we- conect.com/en/ CES, Las Vegas, Jan 7-10 hkp:// Automo&ve Developer programs to look at hkps://developer.ford.com hkps://developer.gm.com/# QNX CAR hkp:// hkp://qnxauto.blogspot.de

40 Linda Campbell QNX, QNX CAR, NEUTRINO, MOMENTICS, AVIAGE and other product names are trademarks of BlackBerry Limited, which are registered and/or used in certain jurisdic&ons, and used under license by QNX So>ware Systems Limited. The informa&on herein is for informa&onal purposes only and represents the current view of QSSL as of the date of this presenta&on. Because QSS must respond to changing market condi&ons, it should not be interpreted to be a commitment on the part of QSSL, and QSSL cannot guarantee the accuracy of any informa&on provided a>er the date of this presenta&on. QSSL MAKES NO WARRANTIES, REPRESENTATIONS OR CONDITIONS EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.