break-through in in-car sound experience with digital sound processing
TRANSCRIPT
June 2011
White Paper – Global In-Car Audio and DSP Market
2
Agenda
1. In-Car Audio Systems Market
2. Arkamys Value Proposition
3. Opportunities offered to OEMs by Digital Sound Processing
Solutions
3
Branded Premium Sound Systems Penetration Increasing– Key USP to sell vehicles
Increasing Focus on HDD for Storage – through different medias like USB, SD Card, physical HDD
Weight Reduction Key Factor – Reducing weight from speakers, wiring using sound absorbing elements
DSP is More for Compact/Small Car Segment – Speaker Number not key in this segment so DSP important
Mixed Scenario with Number of Speakers – NA OEMs tending to go for more speakers while leaders in EU like Volvo are
focusing on improving efficiency with existing speakers
Auxiliary Input for Nomad Devices Critical – Nomad device connectivity with vehicle HMI control is a critical feature
Top Level Market Overview
“ Branded premium sound: OEMs consciously put well known brands such as Bose,Bang&Olufsen, etc. in their vehicles as this is the key selling point for premium audiosystems.” – Mercedes Benz
Sound Quality is Definitely a Key USP for OEMs, Premium Branded and DSP are Two Approaches Used by High-End and Mass Manufacturers
4
Premium car buyers in China require a branded sound system as a must to have
product
Premium brands boast of high end Bluetooth hands free telephony
Growing demand in China for integratedInfotainment systems
Premium OEMs like BMW in China offerhigh end branded Audio
MP3 system with 4 speakers and frontaux connection for nomadic devices
is required in India
Only a few OEMs like Fiat offer BluetoothTelephony in India with low uptake rates and
awareness levels due to high cost
Low awareness and demand for Infotainment solutions purely because of the
high cost
Low consumer awareness and requirements for sound quality
offering very little potential
Type of System
Bluetooth Connectivity
Sound Quality
Integration
Key Requirements
Emerging Market In-Car Audio Requirements – Branded Audio Systems are a Must to Offer Feature for Premium Cars in China
“Multimedia is big in China, even in smaller cars. High expectation when it comes to
brands – selling a unbranded sound system is almost impossible (esp. in China).
Expectation regarding sound quality is still low. Will increase in the mid- to long-
term.” – Volvo
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Imp
act
Ma
rke
t D
rive
rsM
ark
et
Re
str
ain
ts
Imp
act
Demand for Aux Input for Nomad
Devices
Initial cost of investment for the premium sound
system
Increasing Sound Quality Demands from Aware
Consumers
Low
High
Low
High
Advances in the Consumer
Electronics Field
Continuous Technology
Improvements like dynamic volume etc
Improvements in Areas like Hands Free
Calling
Lag between Consumer Electronics and
Automotive Development Cycles
New Developments like Emotions through Sound still limited to High End
Consumers
Source: Frost & Sullivan
Customer Demand for Improved Sound Quality is a Big Driver. Conversely High Initial Investment is a Big Restraint owing to Current Crisis
Consumers turning from Car Performance
to Comfort
6
Weight constraints with large speakers
complicating manufacturing process
Available processing capacity on head units
and power in vehicles
Cost of the premium audio product for mass
market customers with rising audio requirements
Packaging Constraints with speakers
impacting sound quality
Technical
Challenges
Commercial
Challenges
“Weight and packaging constraints are the biggest challenges when it comes to audiodevelopment in a specific car – Visteon
Cost Remains to be the Biggest Challenge but Weight Reduction, Power Management and Packaging Constraints are Also Critical Challenges
Need to reduce development costs
High
Low
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Audio
Processing
Market
• Enabling CD/DVD media to play in 5.1 or 7.1 surround modes
• Encoding/decoding technologies
Encoding and
Decoding
• Algorithms to create sound effects � 2 channel sounding like 5
• Effects that can be switched off by customer
Algorithms for
Effects and
Sound
Processing
High Quality
Audio Tuning
• Digital Tuning of sound to offer audio quality in line with cabin acoustics
• Superior audio experience comparable to systems with 10+ speakers but with only 4
Sound Processing Market – Multiple Layers of Companies Cater to this Sector offering Different Expertise
Typical Features
of Audio
Processing
� Sound rendering enhancement
� Sound scene lifting
� Simulated surround sound
� Volume levelling for different compressed format
� Active noise reduction
� Audio compressed decoding like MP3, AAC…
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Agenda
1. In-Car Audio Systems Market
2. Arkamys Value Proposition
3. Opportunities offered to OEMs by Digital Sound Processing
Solutions
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Specialized in audio processing and services for Consumer Electronic market
Two mains offers :- “Sound Staging” for Automotive
- “Immerse U” for mobile and connected devices
Sound Staging, User options, Audio features, HMI & Controls
Upper Mid RangeMid RangeEntry Level
Performance
Standardization of audio solution across many suppliers for a single VM
Cost innovative
sound technology dedicated to car
audio enhancement
Software solution, no impact on
audio hardware (head unit,
speakers set-up)
Customizable audio solution
tailored for all types of head units
and speakers set-up
Customer specific sound signature
based on vehicle type and acoustics
Arkamys Value Proposition – One Sound Staging Solution across the Whole Product Range and Platforms Constraints
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Processing poweroptimized
Phantom Tweeter Option
Phantom Center Speaker Option
Platform Independent
Sound Staging
Audio Enhancement Cost Reduction
Arkamys Value Proposition – 3D Positioning is the key Offer with Renault on many Models
Benefits Cost Reduction Areas
• Creation of a wide sound scene lifted in front ofeach listener
• Correction of lateralization due to door speakers
localization
• Optimization of audio rendering
• Respect of timber and dynamics
• Standardization of audio signature
• Sound engineer mastering for a natural listeningpleasure
Phantom Tweeter Option• Allows to remove the physical tweeters and to save the
cost of their installation • Recreates smooth and detailed highs without tweeters to
reach at least the same level of quality Phantom Center Speaker Option• Allows to remove the physical center speaker • Creates a virtual center whose position can be precisely
managed • Allows to accurately display 5.1 contents in standard
configurations
3D Positioning
Acoustic compensation
In-vehicle adaptation
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Arkamys Value Proposition – Sound Staging and Multiple Level Advanced Audio Features are Available
ComplianceWith many speaker set ups – 2 to 12
speakersWith every audio material (mono,
stereo, 5.1, 7.1)With every source
Ad
van
ced
Au
dio
Featu
res
Sound Staging Solution
Expert Audio TuningSound Adjustment Tool (SAT)Skilled sound engineers in charge of sound rendering definition, audio validation, final qualitySAT with real time tuning, audio professional GUI and automatic tuning feature
Surround Sound• Enhances the
feeling of sound immersion
• Is dedicated to a front listening (1
or 2 passengers)
ANC & ECNRActive Noise Control, Echo Cancelling Noise Reduction to reduce noise and ease hands-free communications
Phantom Subwoofer
Rendering similar to a
physical subwoofer
HMI ControlsSimplified access
to controls and controls for
spacilziation and touch panel
ergonomics
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Arkamys Cost Benefit Analysis – Sound staging by Arkamys on a middle range vehicle case save 3.5 gCO2/km and as high as 60 M€ / year
Bose vs. Arkamys configuration
Weight
Power
consumption
- 0.136 L/100km - 204€
- 60 W/h - 0.12 L/100 kmAmplifier, central speaker,
2 tweeter, subwoofer-190€
- 4,7 kg - 0.016 L/100 km - 4,7 kg +0.014 L/100km
Total => Total =>
Configuration Hifi Mid BOSE – 10HP Sound staging by Arkamys – 6 HP
# Cost Weight # Cost Weight
Amplifier 8 channels DSP � 90€ 2,5 kg � - -
Arkamys Sound Staging � - - � 5€ -
Tweeters 4 4*10€ = 40€ 4*60g = 240g 2 2*10€ = 20€ 2*60€ = 120g
Woofer 4 4*20€ = 80€ 4*500g=2 kg 4 4*20€ = 80€ 4*350g=1.4kg
Central speaker 1 60€ 0.5kg - - -
Subwoofer 1 25€ 1 kg - - -
Total 10 295€ 6.24 kg 6 105€ 1.52 kg
10 kg = 0.9 gCO2/km 100 W/h = 0.2 L/100 km 120 gCO2/km = 4.5 L/100 km Diesel 1kg = 3€
- 3.6 gCO2/km - 61 M€Total => Total (300,000 car)=>
- Fuel consumption -
- 14€
- Costs -
Bose vs. Arkamys configuration
Weight
Bill of material
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Arkamys Value Proposition – Summary of Key Benefits Makes Arkamys a Killer Solution
Summary of Key Benefits
Cost Reduction
Processing power optimized
Cost and weight reduction by
eliminating needs for tweeters and woofers
using Arkamys DSP solution
Development time reduction
Efficient tuning process
� only few days compared to speaker
tuning which can take several weeks
Compliance
• Tier 1 Supplier
independent implementation
• Can be standardized across
vehicle platforms and styles
Sound Enhancement
Audio enhancement
features like front scene lifting,
surround sound and volume levelling are
key audio USP.
Arkamys’ software creates a full and pleasant surround sound that delivers an unrivalled listeningpleasure at this level of the product range. With Arkamys, even those who choose an entry-level
vehicle are able to enjoy a sound of “auditorium quality”. This listening pleasure is not reserved toupscale models anymore.
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Agenda
1. In-Car Audio Systems Market
2. Arkamys Value Proposition
3. Opportunities offered to OEMs by Digital Sound Processing
Solutions
15
Optimal Pricing and Purchasing ProcessSound staging software offered by companies like
Arkamys dramatically reduce tuning time and cost spent on audio enhancement making the
entire process very simple
Importance of Weight ReductionLot of OEMs are focusing on reducing weight
added by sound systems (speakers, woofers)and DSP is ideal for such a scenario
Adaption of Sound based on Local MarketsGrowing demand for sound adjustments based on
listening habits and local preferences (greater presence of bass in certain content, enhancement of highs, etc…)
Growing Demand for Small CarsGrowing demand for small cars in EU, NA and APAC
will shift more focus on DSP type enhancementsowing to low affordability of branded audio
Key Opportunity Areas for Sound Processing – Growing Demand for Small Cars even in Markets like NA will Increase Demand for DSP Type Solutions
• Sound staging is meant for all
types of cars – suits compact
car needs very well
• Automatic tuning tools are
critical, as current OEM
processes take days
• Affordable and clear
purchasing process is a big
advantage of DSP
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Summary of Key Benefits for OEMs – Arkamys Solution is Designed to be Platform and Supplier Independent thereby Increasing Efficiency and Reducing Costs for the OEM
Efficient tuning process
� only few days compared
to speaker tuning which can
take several weeks
Cost and weight reduction by
eliminating needs for tweeters
and woofers using DSP
�Arkamys solution fits the bill
and is more eco-friendly
Audio enhancement features
like front scene lifting, surround
sound and volume leveling are
key audio USP
Ability to adapt the sound
rendering to listening habits
and music types in local
markets Key
Benefits of
Arkamys
Solution
�Tier 1 Supplier independent
implementation
�Can be standardized
across vehicle platforms
and styles
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For Additional Information
For Additional InformationKatja FeickCorporate Communications
Automotive & Transportation
+49 (0) 69 [email protected]
Nicolas Meilhan
Senior Consultant
Automotive & Transportation Europe
+33 1 42 81 23 24