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1 Developing attractive business models Creating a rich Automotive Application Platform Realising successful partnerships Designing accessible apps December 5 6, 2013 Maritim ProArte Hotel Berlin More than 15 Case Studies FROM OEMs & Suppliers IceBreaker Session Challenge your Peers App Planet Evening Session World CafÉ session

2 OVerview Automotive Apps Evolution 2013 SPeakers Uwe Koch, Senior Program Manager ConnectedDrive BMW AG / Germany Masaru Idoguchi, General Manager, Electronics Engineering Division Hino Motors, Ltd. / Japan Atsushi Ikeno, Senior Researcher Toyota Info Technology Center C., Ltd. / Japan Chris Schreiner, Director User Experience Practice Strategy Analytics / USA Siani Kiyonaga, Business Development Manager Toyota / USA Aldric Loyer, Manager Connectivity, Telematics and Infotainment PSA / France Eric La Fay, Business Unit Infotainment & Connectivity Continental Automotive Rambouillet France SAS / France Philipp Schöne, Senior Presales Consultant & EMEA Solution Lead API Server, Axway GmbH / Germany Rudolf Streif, Director of Embedded Solutions, Linux Foundation / USA Donna L. Bell, Manager, EV Infrastructure & Smart Grid Technology, Sustainability & Vehicle Environmental Matters Ford Motor Company / USA Andy Knott, Senior Manager Information and Communication Technology DENSO / UK Sonia Sharma, Technical Account Manager Google, Inc. / USA Antonio Fernandez Barciela, Telecoms Engineer PSA / Spain Detlef Kuck, Technical Expert Infotainment Strategies, Global Driver Assistance & Active Safety Europe, Ford Research and Advanced Engineering Europe / Germany Uwe Baumgarten, Head of Faculty of Computer Science Technical University of Munich / Germany Peter Striekwold, Manager Type Approval Department RDW / The Netherlands Lutz-Wolfgang Tiede, Project Manager e-mobility, Continental AG / Germany Matthew Fry, Engineering Manager Knorr-Bremse Systems for Commercial Vehicles Ltd. / UK Konstantin Ewald, Partner Osborne Clarke / Germany Emil Dautovic, Automotive Business Development Manager QNX Software Systems Limited / Canada App Lounge Silvan Rath, Founder Digital Natives / Germany Prof. Dr. Ansgar Gerlicher, Chair Academy for Media / Germany Nicolas Kint, Chief Parking Facilitator Carambla / Belgium Adrienne Gauldie, Senior Business Development Manager App Annie / UK Main Topics Sophisticated & Sustainable, Concepts, Business Models and Operating Systems Achieving Interoperability > Development of sustainable Business Models that entice the app developer community to the automotive environment > How to utilize embedded, smartphone and cloud hosted services to blend native and cached cloud data and analyze standardized OSs, required SDKs and APIs to attract third-party developers to the auto space > Development of data plans and roaming charges that are acceptable to the consumer and OEMs > How to reach convergence in platform technology? > HMI experience around content & apps how to create a convincing in-vehicle user experience? > How will auto apps stores replicate and differ from your smartphone model to ensure your strategy is in sync with the specifics of the auto market? > Personalized Car Portals Content & App User-experience Design & Design Thinking > User-centred content design for automotive systems > User-experience Design, Personalization, Localization & Regional demand for apps such as navigation, radio and traffic in the current smartphone market to align in-vehicle content with existing local consumer demands > Downloadable and cloud hosted contents & services to satisfy in-vehicle consumer requirements > Mastering the challenge of delivering a personalized user-experience, content and apps across multiple devices and platforms > Realistic In-Car Content & In-Car Services Guidelines and approval processes by working together with OEMs > The role of social networking in developing communities to offer driver-centric services and driver-to-driver interactions and gaming Platforms, Development, Processing & Consumer Requirements > Operating Systems: Android, QNX, GENIVI, MirrorLink, HTML5 and other developer environments which developer will win market shares and is the right one for your business case? > Build Auto App Developer Communities existing business models and requirements from development communities efficient ways of collaboration through OEMs and developer communities for in-house OEM app frameworks > Open and closed OS and related application APIs how platforms should be licensed and how to evaluate the emerging options for thirdparty developers? > Integration of multiple systems and platforms for mobile devices, content and Apps > HMI-configuration and system construction with Future Web > App & mobile device testing > Hybridise embedded vs. smartphone vs. cloud for ultimate content how to transfer app functionality through in-vehicle HMIs to maintain a smartphone compatibility throughout the vehicle life cycle? Stephan Kaufmann, Founder & Chief Executive Officer mad by Augmentation Industries GmbH / Germany Page 2 / 9

3 Automotive Apps and Mobile Device Evolution 2013 OVerview Contents Automotive Apps Evolution 2013 P. 2 Overview Speakers Main Topics Business Partners P. 3 Overview Business Partners Media Partners Icebreaker Icebreaker Roundtables Klocwork 15 New England Executive Park Burlington, MA Phone: [email protected] QNX Software Systems Limited 1001 Farrar Road Ottawa, Ontario, K2K 0B3, Canada Phone: Fax: [email protected] P. 4-6 Conference Day 1 Challenge your Peers Evening Session P. 6-8 Conference Day 2 World Café Axway GmbH Mainzer Landstraße Frankfurt am Main, Germany Phone: +49(0) MEDIA Partners Design embedded Produkte - Entwicklung - Design-In ICEBREAKER Session Wednesday, December 4, 2013 we.conect ICEBREAKER Our Icebreaker Session consists of small roundtables with speakers, business partners and attendees where the audience will discuss the main challenges and cutting edge topics of the conference in a relaxed atmosphere. Glass in hand, make your way around our roundtables and get to know each other. Enjoy food and drinks at the opening of the conference, break the ice and get the show on the road Roundtables Pre-conference drinks on sunday evening to break the ice and get the show on the road. This session includes Icebreaker roundtables with speakers and business partners in a relaxed location in the heart of Berlin. ICEBREAKER RoundTable 1 The legal framework for Apps > Developing Apps: Protecting innovation and investment > Legal qualification of Apps > Choosing platforms Distribution and In-App-Sales: The legal roadmap to commercial success Konstantin Ewald, Partner, Osborne Clarke / Germany ICEBREAKER RoundTable 2 Ecall Benefits & Challenges > Public & private ecall systems > Political & economical aspects > Vehicle access Uwe Koch, Senior Program Manager ConnectedDrive, BMW AG / Germany Page 3 / 9

4 Conference Day 1 Thursday, December 5, Registration with coffee and tea 8.30 Welcome and introduction by we.conect and the Chair Short introduction of we.conect s App Developer Lounge Chair: Chris Schreiner, Director User Experience Practice, Strategy Analytics Inc. / USA we.conect Business Model & User experience Track 8.50 Case Study The Automotive App User Experience > Current consumer experiences with connected infotainment systems > Future of connected services > HMI issues with connectivity > Driver distraction management Chris Schreiner, Director User Experience Practice, Strategy Analytics / USA 9.20 Case Study Current challenges and future developments for Business Models in the area of App & Content Development from the OEM Perspective and across vertical markets > What is the right content: infotainment vs. vehicle centric? > Who controls the customer experience? > What does a successful business model look like? Siani Kiyonaga, Business Development Manager, Connected Vehicle Technologies (CVT), Toyota Motor Sales, USA Inc. / USA 9.50 Case Study New connected services and business models for plug-in vehicles > Ford reveal their approach to electrification & infrastructure such as integration of new technologies and business models > Invest vs partner: Assess current technology approaches & partners of Ford, hear analysis lessons learnt so that you can adopt successful growth strategies > View a technology roadmap and hear about Ford s next gen EV infrastructure projects to assess the emerging market and align your product portfolio accordingly Donna L. Bell, Manager, EV Infrastructure & Smart Grid Technology, Sustainability & Vehicle Environmental Matters, Ford Motor Company / USA Refreshment break with Networking Zone Case Study Ecall in dicsussion > Public & private ecall systems > Politics and economics > Ecall and an universal & open vehicle access Uwe Koch, Senior Program Manager, ConnectedDrive, BMW AG / Germany we.conect Platform Technology & Processing Track Case Study Automotive Grade Linux Building the next generation automotive software platform with open collaboration > proprietary systems are increasingly failing to deliver on-time and on-budget too much effort is spent on non-differentiating core functionality leaving less room for customer-valued innovation > Industry consortia are limiting themselves through their introverted perspectives, they are missing opportunities by purposely and inadvertently restricting collaboration to their own and closely related industries > Building a successful software platform is not just a matter of technology, but a matter of creating an ecosystem of contributors > Open collaboration accelerates innovation by sharing the cost of building common platforms and creating open standards > Many car companies are creating great concepts, which never go into production even though they were positively received by potential customers. The common reason is cost because many companies believe that they have to build the entire product themselves. Striking a balance between internal and external innovation will ultimately determine success or failure of products and companies > Automotive Grade Linux (AGL) is a collaboration project with the goal to create an open reference software stack for an automotive operating system based on Linux and open source Rudolf Streif, Director of Embedded Solutions, Linux Foundation / USA Case Study Beyond Telematics: The Battle of In-Vehicle Electronics > What s next in automotive: How are today s infotainment advancements impacting the systems of tomorrow > discover how to split the human machine experience from the application environment in order to leverage big ecosystems such as HTML5 and Android, driven from a low price point processor > delight or distract the consumer? Debate the on-going struggle for control between OEM and device manufacturers to find the optimal balance between regulation and openness of the driving experience > explore how disparate safety and consumer systems can be blended to reduce BOM costs while still enabling the critical safety systems to meet ISO26262 certification Emil Dautovic, Automotive Business Development Manager, QNX Software Systems Limited / Canada Page 4 / 9

5 Conference Day 1 Thursday, December 5, Lunch with Networking Zone Case Study Web Apps in Cars The webinos Approach > Webinos Web Apps: Usage on different devices: Smartphone, tablets, TV and cars > Integration as the basis for a personlised device world which is independent from place of presence > Easy implementation due to the usage of web standards Features and capabilities of apps and the interaction with computer-based services > Case study: BMW Prof. Dr. Uwe Baumgarten, Faculty of Computer Science, Head of the Chair for Software Systems, Technical University of Munich / Germany we.conect Cooperation Track Realising successful partnerships Case Study Safe and quick Integration of Apps and Mobile Devices in the Automotive industry > The Need for an Enterprise API Gateway > Use Cases: Connected Car, Truck Telematics and Consumer Apps Philipp Schöne, Senior Presales Consultant & EMEA Solution Lead API Server, Axway GmbH / Germany Refreshment break with Networking Zone Parallel Roundtables we.conect Challenge your peers What would you do? In these roundtables, each with one moderator, the participants interact, describe & discuss their specific issues, approaches and solutions regarding the conference topic. we.conect finds out in advance the most important issues facing the participants. Roundtable 1 Business opportunities for Auto Apps > New connected Services and Business Models > Electrification as a business model for auto apps > Who is going to pick up the bill for in-vehicle content and apps? > Can or should connected services in the car be for free for the consumer > Connected services in an autonomously driving car? is this the future Detlef Kuck, Technical Expert Infotainment Strategies, Global Driver Assistance & Active Safety Europe, Ford Research and Advanced Engineering Europe / Germany Roundtable 2 Building a successful software platform > Not just a matter of technology, but a matter of creating an ecosystem of contributors > Open source or proprietary platform solutions > Will the future be sharing source codes or secrecy > Platform standardization: why end when? > Analyzing the trend towards Linux Rudolf Streif, Director of Embedded Solutions, Linux Foundation Roundtable 3 User Experience > Current consumer experiences with connected infotainment systems > Future of connected services > HMI issues with connectivity > Driver distraction management > Delight or distract the consumer? > Controlling Apps and HMI Chris Schreiner, Director User Experience Practice, Strategy Analytics Inc. / USA Roundtable 4 Designing accessible Applications > What benefits and services can 3rd parties bring to the table, to create a win-win that balances invention and originality with the realities of the auto environment? > Creating a developer support program that goes beyond offering APIs and SDKs to enable both established content providers and start-ups to develop auto solutions > Turning the car into a lucrative developer platform Silvan Rath, Founder, Digital Natives / Germany Case Study Ecomove project integrated approach for Green Mobility supported by intelligent auto apps > Project objectives > Cooperative data exchange as enabler > ecosmartdriving applications > ecofreight & Logistics > ecotrafficmanagement & Control > Validation & Evaluation Detlef Kuck, Technical Expert Infotainment Strategies, Global Driver Assistance & Active Safety Europe, Ford Research and Advanced Engineering Europe / Germany Page 5 / 9

6 Conference Day 1 Thursday, December 5, Developers Lounge Enter we.conect s Developers Lounge and discover innovative apps & technology for the automotive sector: Presenting Carambla Park Smartly Carambla helps parking operators in Belgium sell their services online by offering a mobile payment- and reservation module. Nicolas Kint, Chief Parking Facilitator, Carambla / Belgium Presenting ParkTAG never circle the block again... Find parking & always know where your car is parked Silvan Rath, Founder, Digital Natives / Germany Presenting RemoteUI App With the new RemoteUI Web Framework you can now build Rich Mobile Internet Applications that look and feel like native apps. Prof. Dr. Ansgar Gerlicher, Chair, Academy for Media / Germany Presenting App Annie What s driving the global app economy? As the market consolidates, what are the key lessons learnt from the Apple and Google duopoly? Adrienne Gauldie, Senior Business Development Manager, App Annie / UK Presenting mad mad builds smarter cars for a smarter planet, we change the way of global mobility by building an open and retrofitable telematics platform. Stephan Kaufmann, Founder & Chief Executive Officer, mad by Augmentation Industries GmbH / Germany 20:00 Dinner and end of day one NETWORKING Dinner Restaurant Habel Weinkultur Luisenstraße Berlin Conference Day 2 Friday, December 6, Registration with coffee and tea 8.30 Welcome and introduction by we.conect and the Chair Chair: Jack Bergquist, Senior Analyst Automotive Infotainment & Telematics, IHS Automotive / UK 8.40 Case Study Designing accessible android applications > Integrating accessibility features into new or existing applications to make it noticeable and reachable to more users > Importance of accessibility while designing an application > Android s built-in accessibility features and its evolution in different Android versions. > This will include Android s built in support for touch, speech and many other features that can be incorporated to make an application more accessible > Deep dive into few of the available features like sensors, haptics, and gestures that will make the application stand out and be more accessible > Tips to add common useful effects that go a long way in creating a compelling User Interface Sonia Sharma, Senior Technical Account Manager, Google Inc. / USA 9.10 Case Study Using Conversational Agent in Car > smart G-BOOK and its related technologies > Introduction, Functions & Dialogue Agent > Dialogue Agent in Car > Basisc Flow, Problems & Solutions > Smartphone in-vehicle Device Collaboration > Trend, Technologies & Problems Atsushi Ikeno, Senior Researcher, Toyota Info Technology Center C., Ltd. / Japan Page 6 / 9

7 Conference Day 2 Friday, December 6, Case Study The Competing Landscape of Automotive Telematics Consumer Desires vs. OEM Advantage > Overview and forecasts of automotive telematics in Europe from 2010 to 2020 > Key players in the market. > App and infotainment Vs. vehicle relationship management > Consumer opinion around apps in the car Jack Bergquist, Senior Analyst Automotive Infotainment & Telematics, IHS Automotive / UK Case Study Making apps easily available in your car > Make car data and some car actuators available for smart-apps development > Keep a certain control over the use of these assets in order to be in the value chain > The main deliverables will be: > API & development kit for the main smartphone operating systems (ios, Android, ) > Software vehicle infrastructure > Smart Apps: several use cases will be evaluated during the project Antonio Fernandez Barciela, Telecoms Engineer, PSA Peugeot Citroen / Spain Eric La Fay, Business Unit Infotainment & Connectivity, Continental Automotive Rambouillet France SAS / France we.conect World Café we.conect and the chair open the World Café, explaining the principles and set the World Café etiquette Introduction Each World Café moderator gives a short description of the specific Café Refreshment break with Networking Zone Safe Software Café Business Model Café Platform Development Café Distributed Data Mining Café Safe Software Café How to ensure safe functionality with appropriate security > Combining safe functionality with appropriate security with regard to hacking, interoperability and wireless updates > Consequences of the fact that the legislation for EG type approval lacks the requirements for safe software > Arguments for a clear separation in software which affects requirements for safety and environmental issues and software for other purposes > Why there is a great need for ICT architecture for ITS applications > ITS software as a big forum for hackers Peter Striekwold, Manager Type Approval Department, RDW / The Netherlands Business Model Café Discussing Apps for electromobility, what is useful and helpful for the driver? > How does electro-mobility become more attractive with the help of smart connectivity? > How do smartly connected EVs contribute to a balanced power supply system? > How can Apps help to configurate charging and make the charging process more transparent to the driver? Lutz-Wolfgang Tiede, Project Manager e-mobility, Continental AG / Germany Platform Development Café Introducing an intelligent cross platform development tool > How can a common unified platform be delivered for to provide security, functionality and the space for developers to get involved in the connected car space? > How can a customised platform be created? > How can an open software architecture be utilised to create a two-way platform that shares big vehicle data with local city and road authorities? Matthew Fry, Engineering Manager, Knorr-Bremse Systems for Commercial Vehicles Ltd. / UK Distributed Data Mining Café Vehicle data mining, opportunity and obstacles > Why catching information from the vehicle? > How onboard analysis of data can change the face of vehicle applications for the consumer market, insurance industry, car repair chains, car OEMs and any other stakeholderß > Is the customer ready to open his own car to a big brother? > What are the core technical challenges for an efficient vehicle data mining system (API standardization, cyber security, big data, telco etc.)? > How can advanced data analysis help to create new innovative products and make them commercially successful? Aldric Loyer, Manager Connectivity, Telematics and Infotainment, PSA Peugeot Citroën / France Page 7 / 9

8 Conference Day 2 Friday, December 6, START WORLD CAFÉ PART 1 Two Rounds circa 30 MINUTES Lunch with Networking Zone START WORLD CAFÉ PART 2 Continuing world café sessions Two more roundtables we.conect Harvesting Session Short Discussion & Summary of the World Café Sessions Refreshment break with Networking Zone we.conect Seamless Connectivy Track How to ensure seamless and save exchange of data Case Study IT solution perspective on Commercial Vehicles and surrounding areas > Introduce commercial vehicle aspect regarding some interpretations of IT solution > Highlight features and differences between commercial vehicle and passenger vehicles > Explain currently available solutions on commercial vehicle and future expectations > How to connect vehicle data stored on each ECU to users of those data > Future environmental change and direction of bi- or mutual- lateral connection of vehicle data Masaru Idoguchi, General Manager, Electronics Engineering Division, Hino Motors, Ltd. / Japan Case Study Driver Workload Assessment and Management for save in-car apps experience > The need to manage Driver Workload > Controlling Apps and HMI > Assessing Workload > Driver Workload Management within the GENIVI Alliance Andy Knott, Senior Manager Information and Communication Technology, DENSO / UK Closing words from the chair and end of the conference We thank all the speakers, partners and participants for their support in making the Automotive Apps and Mobile Device Evolution 2013 a successful we.conect event. Henry Fuchs, Managing Director / Product Management & Marketing, we.conect Global Leaders GmbH REFERENCES OF OUR PAST conferences One of the best conferences I have ever been. Frank Althoff, Volkswagen AG A challenging brainstorm towards a favorable interaction between humans and machines. you.conect we.create Matteo Durelli, Ferrari S.p.a. Excellent networking and discussion, with a stunning speaker panel and great audience Frankie James, Ph.D., General Motors Inc. Excellent event, well organized by a great team! Matthieu Flipo, Toyota Motor Europe One of the best conferences I have ever been. Frank Althoff, Volkswagen AG Page 8 / 9

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