Telematics MarketPlace: Reality Check
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Transcript of Telematics MarketPlace: Reality Check
Let’s All build a MarketPlace !
Part 1: Opening suggestions Part 2: Fundamentals of a telematics OS and MarketPlace
Part 3: How to build a telematics MarketPlace
Part 4: Reality check
QUICK OVERVIEW
TELEMATICS BASIC MODEL HAS NOT EVOLVED MUCH SINCE 2000
Many channels to market
Complex ecosystem
No interoperability
Firmware based
TSP ASP
Live Content
Map Network
SIM
Reporting
Brands
Resellers
Integrators
OEM
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MARKET AND SERVICES ARE MATURING SLOWLY
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SUPPLIERS APPLICATIONS GEOGRAPHY UNITSQUALCOMM HCV, Local fleets, trailers… US< EU, South Africa,
Asia 600,000
TRIMBLE/ @ROAD (acq. PUNCH) Local fleets & mobile workers US, EU 250,000
SKYBITZ Trailer & assets monitoring US 200,000XORA (acq. GEARWORKS) Mobile worker monitoring US, Australia 150,000DIGICORE Local fleets South Africa, EU, ME 140,000MASTERNAULT (acq. THREE X, merge w. CYBIT) Local fleets and HCV EU (focus on France,
UK) 120,000
GE EQUIPMENT SERVICES (acq. by id systems)
Trailer and container monitoring US, EU 120,000
AUTOTRAC HCV Tracking (cargo and security) Brazil, Argentina 100,000
XATA (acq. TURNPIKE GLOBAL) HCV with private fleet focus US 100,000
NAVMAN WIRELESS Local fleet US, UK, Australia, NZ 100,000NETWORKFLEET Local fleet US 100,000
TRAFFIC MASTER Local fleet focus with some HCV US, UK 100,000
TOMTOM WORK Local fleet tracking and Nav EU, US 90,000
FLEETMATICS Local fleet US, UK, Ireland 90,000PEOPLENET HCV, private trucking US 85,000
Source: Licht Associates
BUT THE DEMAND IS STILL EVOLVING RAPIDLY
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Benefits understood by the users
MRM business case made
Demand is more complex- Multiple applications- New actors types- New devices- New verticals- Regional requirements- New applications
merging the MRM and consumer markets
Large screens overselling small ones OBD widely
required
Live traffic, speed limit alertsnow competitive advantagesin dispatch
THE BATTLE IS ON FEATURE SET INTEGRATION, SPEED AND QoS, NOT JUST COST
“Hardware agnostic” solutions don’t exist!
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$ UI $ Features$ Speed$ QoS
WE ARE STILL LIVING IN THE PRE- iOS ERA
Volume growth
Services m
ultiply
Complexity
emerges
Value understood
Brand education
push Hardware cost f
all
Service provis
ion
model breaks/
changesOS model
Do you recognise this pattern?
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DiagnosticsSafety
…
OEM
OEM specific priorities??
Assets Management
…
LEASING
No visibility on the Leasing app
??
Task Management
…
FLEET
No visibility on the Fleet’s need
??
Trafficspeedcam
…
DRIVER
Each Driver has different needs
WITH TELEMATICS, THE LACK OF OSIS FELT THROUGHOUT THE VALUE CHAIN
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SMARTPHONE STYLE SERVICE PROVISION CAN’T WORK NOW IN
TELEMATICS
Web-based platform not ideal today because of high bandwidth cost
Too many devices & no platforms Complexity not well supported in firmware environment
Calculation and data manipulation cannot be scaled on the embedded side
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Part 1: Opening suggestions Part 2: Fundamentals of a telematics OS and MarketPlace
Part 3: How to build a telematics MarketPlace
Part 4: Reality check
QUICK OVERVIEW
HOW TO BUILD AN OPEN TELEMATICS OPERATING SYSTEM
Requirements:
Availability on a range of form factors Multitasking between every services installed In-car usage / adapted UI Integration of each application with the navigation engine Adaptation/ localization… Built-in resistance to bugs and viruses
Barriers:
CPU speed / BOM cost No carrier support/ low ARPU
How many apps are running here?
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AN OPEN TELEMATICS OSNEEDS TO BE AN APPLICATION ENABLER
BUT MORE THAN THAT…
High Level APIs
Remote diagnostic Text to
SpeechDriver
Profiling
Navigation Push Messaging Tracking
OBD Library ScreenShare
engineOptimisedwirelessprotocols
Low level interface: GPS, GPRS accelero, battery,
CAN, OBD…
Power manageme
ntMemory
management
Flexible intercommunicatingcore components
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BUT MORE THAN THAT…
The OTOS needs:
The friendly environment of Windows CE Drivers SDK
Flexibility of Linux License free Compatibility with
numerous VM
AN OPEN TELEMATICS OSNEEDS A LINUX KERNEL
Dongle Black Box
PND Smart screen PND 2
eCall Black Box
CORE
&
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AN OPEN TELEMATICS OSNEEDS TO INCLUDE A NAVIGATION ENGINE
BUT MORE THAN THAT…
Remote diagnostic
Text toSpeech
DriverProfiling
Navigation Push Messaging
Tracking
OBD Library ScreenShareengine
Optimisedwireless
protocols
Low level interface: GPS, GPRS accelero, battery,
CAN, OBD…
Power management
Memory management
Navigation
Announcement manager
Embedded DBGUI
RoutingRendering
Dynamic Navigation Engine
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The Nav engine interact also with all the other embedded applications
AN OPEN TELEMATICS OSNEEDS TO BE A LOT MORE
Open on top and at the bottom
Multi applications
Performance
Reliable
Hardware agnostics
Built from the ground up with telematics in mind
CORE
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MOBILE DEVICES PROVIDES AN OPEN OPERATING
SYSTEM FOR THE TELEMATICS INDUSTRYWe offer Telematics Service Providers the simplicity enjoyed by Consumer Electronics players
PC & SmartPhones
Telematics Today
Telematics with
Morpheus3
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THERE MIGHT STILL BE A VALUE TO FIRMWARE
BUT FOR HOW LONG? Still the best approach if: Simple solution, one App, No update, Slow evolution C++ control Vs. Java’s flexibility Configuration tool : Ready Mix Pancake
The OS approach is not an alternative, it opens up more choices:
Advanced config tool to tune only the events Ability to use a 3rd party developer Brand or distribute an already-integrated app Create your own solution from starch! …. Or start with one choice and evolve!
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MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS
- Services are now provided by specialist companies: live traffic, driver profiling, scheduling/ optimization…
- Application sets need to adapt to geographical markets as well as verticals
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- Screen based apps must be native: the service comes to the driver to maximize relevance and limit distraction - Screen based solutions are becoming pervasive and crossing over the consumer/ MRM words
MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS
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Part 1: Opening suggestions Part 2: Fundamentals of a Telematics OS and MarketPlace
Part 3: How to build a telematics MarketPlace
Part 4: Reality check
QUICK OVERVIEW
THE PILLARS OF A TELEMATICS MARKETPLACE
All devices run on the same Operating System: Morpheus3 OS
Developers have access to a full SDK to build applications on the devices and change its settings
Smart communication protocols handle all the services at once while restraining the bandwidth used
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BASIC FUNCTIONSResellers
TSPWhiteLabel
Integrators
TSP
TSP
MarketPlaceLive Content & MapsProviders
Vertical specific application providers
Backend software providers
Customer specific solution
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TELEMATICS MARKETPLACEBENEFITS
Integrators and distributors come to find the latest and best in Telematics applications and content
Control the device through API Libraries
Control the communication gateway side through REST APIs
Control data plan’s cost through optimised Wireless Telematics Protocol
No joint ownership or shared IP between the MarketPlace and the TSP
=> REDUCED TIME TO MARKET
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Source: Licht Associates
CASE STUDY 1: RESPOND TO THE FEDERAL MANDATE ON
ELECTRONIC ONBOARD RECORDERS (EOBRS)
Hours of Service solution needed for all commercial vehicles
All size fleets now looking for more integrated and comprehensive solutions
MRM companies often don’t have the infrastructure, R&D resources and sales processes to provide for evolving solution
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Use OS based devices
Install a basic set of services
ASP build specific solutions on open SDK
White label solutions available to upgrade the basic service set
Already installed devices can be updated OTA
ResellersTSP
Integrators
TSP
TSP
CREATING A SOLUTION FOR HOS
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The service pack is made of:
Navigation
Live Traffic
Track and Trace
Hours of Service
Messaging
Task management
Signature recognition
E-call and B Call alerts
THE SERVICE SET BECOMES TARGET SPECIFIC
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CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE
EVOLVE Navigation Real-time speed camera alert Local search (Yellow Pages) Real-time parking place availability Real-time fuel price Real-time weather forecast
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Multitask: Get alerts whatever app you are on Shipped first with 5 services Weather application pushed OTA to all devices in June Now added MyLive Traffic, night mode, lane guidance…
CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE
EVOLVE
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Part 1: Opening suggestions Part 2: Fundamentals of a Telematics OS and MarketPlace
Part 3: How to build a telematics MarketPlace
Part 4: Reality check
QUICK OVERVIEW
REALITY CHECK Numbers will never compare to SmartPhones How many apps do we need in a car? Regulations around the world Who is actually developing
Who publishes on the marketplace today? A business case for 3rd party developers? Who is calling the shot on service sets
How will a MarketPlace for Telematics stand out?
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Consumer services available todayService Provider Availability Integrated
app.Distributed app. (*)
Navigation, Routing and Real-time traffic information
NAVTEQ Traffic USA, Western Europe
Local search Google search Worldwide Pages Jaunes France, Spain, Belgium Infobel Western Europe
Real-time parking space availability
Navx France, Germany, Austria and Switzerland Neopark France
Real-time fuel prices Navx France, Italy, Spain, UK, NL, Belgium, USA Touristic guide Resto gourmets France
Safety cameras fixed
Navx 19 major European countries including France, UK, Spain, Germany, Italy…
Coyote 28 European countries including Russia Safety cameras reported Coyote France, Belgium, Netherlands, Italy
Weather forecast Custom Weather Worldwide Instant Messaging MSN Worldwide e-Mail Any Worldwide SMS Any Worldwide
(*) Distributed app. means that Mobile Devices can include this application in its quotation – Upon final agreement of the provider
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Services available in the MarketPlace tomorrow
Consumer applications Professional applicationsPayd Internet access Fleet managementDriver behavior Email TaxiRemote diagnostic News, stock, sport info AmbulanceRemote monitoring Concierge BusAnti theft (svr) Operator route guidance SnowplowTOLLING (proof of amount paid) Bcall Tachometer (integration with)
V2x Destination sent to car Trailer securityManual and automatic ecall CAR PAIRING (follow car A) Obd/ can bus
Congestion charging OFF BOARD NAVIGATION => multimodal Messaging
Navigation Electric vehicle services Driver profilingPoi search Eco drive Task managementFuel prices Speedcam alert Waste collectionLocal search Car pooling Signature recognitionWeather Music streaming Temperature controlParking Messaging Rfid connectorTraffic Police patrol alert Pda connector
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DO THE SAME TODAY!
You should build a Telematics MarketPlace too!
Build an Open Telematics OS (instructions above) Train the TSP with your SDK Build OS based black boxes for less than $100 Build screens that run unlimited number of apps for less than $400
Or chose to focus on your core business!
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© 2010 Mobile Devices. All rights reserved.
THE GENERIC TELEMATICS PLATFORMEXISTS TODAY
Thank you !