the impact of free navigation navigation 3.0

The impact of free navigation: Navigation 3.0

Telematics MunichNovember 2010

David McClure

Director of Telematics & ITS

Closed &Isolated

navigation

Flexible &Connectednavigation

‘Connexible’

How?Why?

Free navigation to

account for over 70% of all ‘sales’ by 2014

Apps in the car viewed as

important by 80% of Nokia users

Free navigation

Apps

1

2

3

4

5

Dramatic increase in interest in navigation

after experiencing free navigation

Before After

But, given the choice, people prefer to

use optimised navigation systems

‘Connexible’

How?Why?

Platform Back-end

Communication module

Requirements for

Connexible navigation

Control is the key

Platform Back-end

Communication module

Fully embedded vision

High control &

high cost

Are OEMs ready

for the cost &

complexity?

Built-in

Brought-in

Connectivity critical to business model &

ease of use

Connectivity solutions

Embedded SIM and modem

OEM pays forSIM

Customer pays for SIM

Customer SIM (non-embedded)

Embedded modem

Bluetooth SAP to user SIM

SIM slot

External modem (non-embedded)

USB modem

Customer phone

Wired connection USB cable

Bluetooth (BT) connection

Data over voice (BT HFP)

CSD/GPRS (BT DUN/PAN)

Sideloading (BT SPP)

SMS(BT MAP)

Platform Back-end

Communication module

Non-embedded vision

Less control &

low cost

MAPS AND NAVIGATION

SOCIAL NETWORKING (FACEBOOK, TWITTER)

ENTERTAINMENT (BBC iPLAYER etc.)

DRIVING (ECODRIVE, SPEED CAMERAS etc.)

SHOPPING

NEWS

LOCATION BASED SOCIAL NETWORKING (FOURSQUARE, FACEBOOK PLACES etc.)

PHOTO AND VIDEO (FLICKR etc.)

FINANCE / STOCKS

eBOOKS

Strong interest in

Terminal Mode to access limited number

of apps whilst driving

Smartphone integration

is not a trivial task

16

MINI Connected

SOLUTION TYPE BUSINESS MODEL

HMI FOR IN-CAR INTEGRATION FEATURES

Proxy software in car with pre-defined HMI allows control of MINI

Connected app on phone

Hardware cost App cost Data cost

€1,200 (hardware) + €250 (software)

Free Phone data plan

Car HMI (Control via in-car joy stick)RSS feeds, Facebook, Twitter, Google search, Google send to car, MINIMALISM analyzer,Trip information

Internet

Free MINI Connected

app

Control phone app from car

App features sent to car

Proxy software

17

BMW/MINI iPod Out

SOLUTION TYPE BUSINESS MODEL

HMI FOR IN-CAR INTEGRATION FEATURES

iPod Out – Pre-defined iPod MI streamed to in-car display

Hardware cost App cost Data cost

BMW: €3,000MINI: €1,450

N/A N/A

Car HMI (Control via in-car joy stick/iDrive controller)

• Music streaming• Full control of iPod music menu

Internet

iPhone iOS 4.0

Select and play media

iPod HMI streamed to car

iPod Out SW

Who is going to certify the apps?

Choosing the right strategies…

Customer demand

Technology maturityPartnerships

Business models

Choosing the right strategies…

Market trends reports

Bespoke consultancy

www.sbd.co.ukdavidmcclure@sbd.co.uk

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