Bug Labs + AutomotiveRapid, low-cost development

buglabs.net/auto

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Agenda

• Introduction• Industry Solutions• Platform Overview• Opportunities

About• Soho - New York City headquarters

– 18 employees– Venture backed

• 1st open, modular electronics platform• Best of CES 2008 - Emerging Tech• Shipping since March 2008• Fortune 500 client list

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Mission

• Allow enterprise system developers and software engineers to explore new hardware innovations and markets more efficiently.–“Get to market twice as fast at half the cost.”

• Long Tail of Electronics

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Long Tail of Electronics

Today's CE – a few devices for the millions - Cellphones - MP3 players - LCD TVs - DVDs - PDAs

New Markets – millions of devices for the few - Vertical markets - Personalized, networked devices

Untapped Potential

$171B $171B +

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HealthCare Auto CRM

ERPSCM

Home M2M Hundreds more...

TelemedicineDisease ManagementDrug complianceWellness/Prevention

EnergySecurityMedia

TelemetryEnergyMedia

UtilitiesRetail/CPGLogisticsIndustrial

Long Tail of Electronics

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The Need

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GPS Wireless

Easy to understand

“I want a simple wireless, GPS-enabled RFID reader.”

RFID Reader

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The PrototypeHard to make

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Industry Standard

$1 Million One Year

One Prototype

BUG Development Method

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Off-the-ShelfModular Hardware

1 month

Semi-CustomDeeper Integration

2 months

Fully CustomIntegrated Device

4-6 months

Prototype Pilot/Limited Deployment Full Production

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BUG Platform AdvantageEarly/Rapid Feedback and Iteration

“Get to market twice as fast at half the cost.”

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Agenda

• Introduction• Industry Solutions• Platform Overview• Opportunities

Opportunity

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Case 1: Wireless Telematics“Real-time, web-based vehicle information.”

Features:- WiFi hot spot (aka MiFi)- Log/Auto-post energy usage metrics- Music server- GPS + Accelerometer (aka “OnStar”)- VoIP phone- On-board Linux computer

Benefits:- Passengers can surf web while traveling - No more manual tracking and entry- Organize music collection w/ computer- Monitor safety of driver and occupants- Low cost communications while driving- Benefit from 3rd party app development

Case 2: Sensors + Metadata

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“Synchronized sensor data + GPS + timestamp.”

Above: Roof-mounted video systemLeft: Mashup between video, gps, timestamp and Google Maps

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Case 3: Fleet Management“Keep a ‘smart’ eye on your fleet.”

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Real-world examples:• Analog Devices

• BUGsense has gyroscope, microphone array, accelerometer & inclinometer• JLM Innovation

• BUGnose detects volatile organic compounds, methane, carbon monoxide• Pitney Bowes

• BUGsecure is a custom-built hardware-based encryption module

Case 4: Custom Services“Build your own vehicle system.”

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Agenda

• Introduction• Industry Solutions• Platform Overview• Opportunities

Prototype Produce Deploy Distribute

Phase I Phase II Phase III Phase IV

Bring innovative, high quality electronic devices to market quickly and economically.

Seamless pathCertified hardware + Services + Air Time + Distribution Options

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BUG Platform Purpose

BUG Platform Components

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Hardware

Software

Cloud

Vertically Integrated Development1. Configure / Build Hardware

2. Write Software Application

3. Integrate with Web/Internet

100% Customized Solutions

BUG Platform Value

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BUG 2.0

OMAP-baseddevices

Certified 3G/4G

BUGmodules

• Full-color, touchscreen LCD• 2MP Camera• GPS• Motion detector/Accelerometer• von Hippel module (build your own)• Audio• 3G cell/data modem - CDMA & GSM• 802.15.4 modem• RFID scanner• BUGnose - atmospheric gas sensors• BUGsense - temp, RH/BP, digital compass, proximity, light• BUGsecure - hardware-based, cryptographic security engine

Physical Interface Extensions

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Confidential

Future Development

• microBUG–Much smaller and cheaper–Seamless integration into BUG system–Potentially use existing OSH design

• E.g. - Marvell SheevaPlug

• BUGsecure base–Integrated PB chipset–Secure boot

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AngstromLinux OpenJDK Industry-Standard

Eclipse SDK

BUG SoftwareApplication Layer

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BUG Software

• Industry-standard Eclipse software development environment

• Integrates BUG hardware, software and BUGnet community

• Drag & drop application sharing and BUG configuration

• BUGnet window displays top picks for connected BUG config

Application Layer :: SDK

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BUG Cloud Services

http://138.169.10.1/service/camera/picture

http://138.169.10.1/service/GPS/Location

http://138.169.10.1/service/motion

Seamless integration with SOA

Network Layer :: Web services interface for H/W

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Agenda

• Introduction• Industry Solutions• Platform Overview• Opportunities

What if...

...wireless hardware development were as easy

as application development?

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Agile Software Development

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Agile Hardware DevelopmentGadget Developer Program™The fastest path from prototype to deployment.

1. PrototypeDevelop your device using the pre-certified prototyping toolset and the wealth of technical resources in the Gadget Development Center

2. Produce 3. DeployQuickly move to pilot and full production using integrated Gadget Development and Deployment Platform

Deploy your new gadget to a variety of vehicles and soldiers quickly and economically

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Benefits• Take advantage of new model

– Prototype and pilot new capabilities easily, quickly and affordably– Frictionless path from prototype to pilot to deployment

• Leverage BUG support channels– Thousands of innovators in BUG ecosystem worldwide– Value-added BUG development and support services available

• Low cost, low risk, high potential– Rapid iteration encourages experimentation & provides feedback– Open-source means no IP hassles or technology lock-ins

• Our interests are aligned– Bug Labsʼs success hinges on YOUR success

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Thank You!

Michael de SennaDirector of Sales and Business DevelopmentBug Labs, Inc.t: +1 212 792 6357  x107Skype: MikeAtBugLabs

buglabs.net/auto