HMI Technologies Report Summary FINAL

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Human-Machine Interface Technologies

Benchmark your market access strategy with leading industry experts & rapidly introduce profitable HMI technologies



To compile this report, Dave McNamara, the author, and Telematics Update research staff studied the existing literature, carried out in-depth interviews with more than 30 experts in the U.S. and Europe, and conducted a detailed online survey of some 75 users and decision makers. The result is a document that not only presents the most important data and describes the most influential trends in this sector, but also outlines potential strategic responses.

About this report 1 2 3 4 5 6 7 8Receive real,

This Telematics Update report provides new insights into the emerging and dynamic market for automotive user interfaces (UIs), also known as human-machine interfaces (HMIs).

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The report identifies industry consensus around certain key topics, such as the attributes of a winning user interface, as well as a few controversies, such as the role of the tier one supplier. A modified Delphi process was used to capture important dialogues around these divergent opinions; viewpoints were shared anonymously with a subset of experts in a subsequent round of interviews. This helped hone the analysis of controversial topics and sharpen market forecasts. Understand the major players and their HMI strategies, including: VW, Mercedes, BMW, Nissan, Chrysler, Honda, Kia, Volvo and GM, as well as service providers such as Pandora, and solution and tool providers such as Fonix. Gain the critical, timely information that you need on leading software, haptics technology and more. Learn about what HMIs of 2015 will be, and why

The report includes a market forecast of HMIs and key HMI components such as gesture, displays and voice. Market data was expertly analysed, confirmed by several industry veterans, and adjusted according to the qualitative insight obtained from the in-depth expert interviews. Learn how automotive OEMs manage the development and procurement of HMI technology, and how their approach is changing. Obtain market data, analysis and expert insight through

Brand new market and technical insight on voice, displays, gesture and more. in-depth case studies on the technology you asked for.* profitable partnerships.


* In a 2010 Telematics Update survey of information needs

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your HMIs cant be left behind.

to 2020.

displays, voice, disruptive input,

interface needs and wants from the consumer perspective. Below are the most mentioned results which differ significantly from the needs and wants of OEMs and suppliers. Brand differentiation and the ability to market that the user interface is strategic.* Note: 73 survey respondents

Some key findings1. Why HMI should be your priority 2. What the OEMs needsafety (minimal distraction) cost/value customisation quality/value added attractiveness

Other reasons for the importance of the user interface include:

74.0% of respondents listed easy-to-use/simple 12.3% of respondents listed safety 5.5% of respondents listed aesthetics/attractiveness 2.7% of respondents listed cost value

Consumer preferences do not fall neatly into decisive market segments. Therefore many developers start the design processes seeking to address the majority preferences such as visual aesthetics, ease of use, integration and customisation. Telematics Update research shows how leading companies have addressed consumer preferences in the context of their brand.

Ford SYNC has shown there is a demand for advanced UIs, according to Jo Kennedy, President of Pandora. And, according to Ford, SYNC has helped them sell more cars. In a 2010 survey conducted for this report, we asked professionals working in telematics to describe specific user

Interviewees for this report agree. Their customers crave new, advanced features, especially those related to entertainment.


The attractiveness and overall aesthetic feel is associated with the brand, according to the experts interviewed. A specific appearancethe look and feel of the user interfaceis attributed to an OEM and becomes key to its brand. The user interface is the all-important platform for customer satisfaction, brand differentiation, and the safe introduction of new connectivity features.

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and sell cars are overwhelming reasons for OEMs to think

3.Criteria that defines an HMI leaderNote: 73 survey respondents

Some more key findingsOEMs are getting more involved in the HMI development process. The new automotive business model is characterized by: opted-in and paid for which means more cars are sold

Telematics Update's 2010 survey asked: What features define a leading HMI?

4. Models and processes for bringing HMIs to market on time and on budgetTaking an after market approach by provisioning cars with new features has a time-to-market advantage. revenue, possibly through new apps stores, which fuels innovation and/or subsidizes services

Connected services come with the car: basic services are subsidized and premium services areIt takes three to four years for new technology to make its way into new cars and 12 years for the entire fleets to be outfitted.

1% Touchscreen

The vehicle is differentiated by the branded user interface: the UI is easy to use and attractive, On-going opportunity to interact with the consumer: improved CRM with new on-goingOrder now at

7% Design/innovation

3% Graphics

3% Outputs

6% Display

6% Safety

9% Voice

1% Inputs

47% Simple/easy-to-use/intuitive 15% Controls


Some more key findings6. Lessons from outside the industry 5. Quantifying the size of the HMI opportunityADAS & infotainment $100bn HMI components $1.5bn

OEMs are learning from the CE Industry players such as Apple on how to be user-experience focused versus developing task-centric user interfaces. Great user experiences are clearly defined by the iPhone and iPod, according to the Telematics Update survey and expert interviews. How this translates well from the CE world to the automotive world is still a subject of debate. Defining the user experience for the car means including a wide range of features and functions, encompassing safety, infotainment, and now the use of devices outside the car (remote control apps, for example). User interfaces are developing rapidly. State-of-the-art systems include input devices such as touchscreens and gesture, while advancement in output technologies such as voice and display have ever-increasing performance.

How big is the HMI opportunity (2013 Projections non EV)

The following graphic shows the overall user interface-related market size. In-depth market analysis and an explanation of the driving factors are discussed in detail in the report.

> Order your report today, and receive more in-depth information on bringingwinning HMI technologies to market on time and on budget.

US economy fully recovered GNP in 3-5% rangePowertrain elecs Chassis elecs Body elecs

Auto elecs growth stable at 7-9%/yr $173bn HMI content about 1-2% of ADAS/ infotainment total revenue


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Table of contentsForeword Executive Summary Section 1. Introduction and methodology Section 3. North American HMI market forecasts 3.1 The macro-economic situation: Slow recovery 3.2 Steady growth in ADAS and infotainment 3.3 UI growth areas Section 4. HMI challenges and policy issues 4.1 A summary of current regulation and the potential for additional government responses 4.2 Distraction and UI design 4.3 Security and privacy: New challenges Section 5. Future technological growth areas in HMI 5.1 The user interface of the 2015 vehicle 5.2 Technology trends to watch Section 6. Key OEM industry players and their HMI strategies 6.1 Ford: Leading with a signature HMI strategy and SYNC 6.2 VW/Audi: the leader in multimodal UI 6.3 Honda: A leader in connected navigation 6.4 BMW: A winner with iDrive 6.5 Volvo: Leading with safety 6.6 Mercedes: An Internet vision for infotainment and a leader in ADAS apps 6.7 GM: Simplicity and safety 6.8 Toyota: Embracing the connected car 6.9 Hyundai and Kia: Connected UIs for all 6.10 Chrysler: Re-thinking its connected car strategy 6.11 Nissan: Revisiting the SUV Section 7. Winning HMI suppliers and their strategies 7.1 The major players 7.2 Telematics service providers: Enticing consumers to pay for services 7.3 Tier twos: The solution and tool providers 7.4 The winning HMI development process 7.5 Profitable partnerships

Section 2. How OEMs use automotive HMIs as brand differentiators and how they impact the bottom line 2.1 The strategic importance of the HMI 2.2 A taxonomy of the user interface 2.3 The attributes of a winning HMI

> Click here to see the full list of contents and figuresSpecial pre-order price: $1695Section 9. Conclusions

ORDER NOW! Publishing date: June 2010Section 8. HMI technology case studies 8.1 Display technology 8.1.1 LED backlighting 8.1.2 Automotive applications 8.1.3 Organic light emitting diode displays 8.1.4 Heads up displays 8.1.5 New projection technology 8.1.6 Rear-seat entertainment 8.1.7 3D LCD 8.2 Voice technology 8.2.1 Nuance 8.2.2 Embedded ViaVoice