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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
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