Download a free copy from our website at www.firstpartner.net. The 2015 Automotive In-Vehicle Infotainment Market Map addresses the rapidly evolving role of the Infotainment systems, moving from a role focused on media delivery to supporting access and presentation of a wide range of information and services linked to journey management.

1. Automotive IVI in
Numbers
Services
• Automatic crash response
• Stolen vehicle location
• Vehicle entry control
• Roadside assistance
• Maintenance & recall
scheduling
• Concierge
Entertainment Content Social Media
Sources
(1) ABIresearch 02/2014
(2) Strategy Analytics 01/2015
(3) Touch Display Research 10/2014
(4) Juniper Research 06/2014
(5) ABIresearch 08/2014
(6) ABIresearch 08/2014
(7) ABIresearch 10/2014
66 Million
Streaming music enabled
infotainment systems shipped
globally by end 2019 , 93% of
all connected systems (1)
269 Million
In-vehicle apps in use by
2018 (4)
$40 Billion
Total market value of OEM
& Aftermarket IVI systems
in 2020, rising from $36.3
billion in 2013 (2)
$1.9 Billion
Automotive head-unit
processor revenue
worldwide in 2013, rising
from $680 million in 2013 (5)
34 Million
Infotainment systems will ship
globally with multiple OS
architectures. Secure
container types will account
for 57.3% & VM 42.7% (6)
$6 Billion
Size of automotive
touchless sensing market
in 2020, including gesture
control, voice recognition,
eye tracking, proximity
touch & motion sensors. (3)
Introduction
Infotainment systems combine entertainment,
multi-media and driver information functions in
one in-car platform, delivering key services of
connected navigation, multimedia streaming,
social media, and Wi-Fi hotspots. Platforms deliver
brand differention whilst exploiting common code
and hardware modules to dramtically reduce
time to market.
Influencers
Intelligent Car
Coalition
App Stores
Smartphone
Automotive OEM
Industry Associations /
Standards
OEM Platform
Suppliers
Multimodal Travel Planning
Route & Travel Method Planning &
Booking
Real Time Navigation
Payments
Tolls
Parking
mCommerce
Streaming Media
Real time & catch up Audio
Video on Demand to Passengers
Gaming to passengers
Docking for stored media devices
WiFi Hotspot
Extension of connectivity
to all devices used in
cabin without need for
device docking
Car to Car Information
Real Time local Traffic
Information
Eco Driving Information
Car to Smart Home
Control of Smart Home
functions
Car to Work
Extension of BYOD
functions to Car
Car to Smart City
Intelligent Transporation
Information
Congestion Management
Smart Parking
Vehicle Functon Display
Climate / Phone / Apps status display
Vehicle energy conservation status
Vehicle safety video camera display
Dealer Funded
Vehicle brand provides specific vehicle
information from on board vehicle diagnostics
and push messaging facilities to dealers to
provide proactive maintenance engagement.
Value Services
Access to value paid for services such as managed
security, concierge,& breakdown services delivered in
a personalised format.
Location aware advertising presented in formats to
minimise driver distraction. Automotive information
available to advertisers includes fuel / charge level,
location, traffic conditions & driver alertness level.
Ad funded
Infotainment service and any embedded connectivity
costs are included for a fixed period in the vehicle
purchase price, with subscription option after. Regular
OTA updates may also be included.
BundledSubscription
IVI supplier provides access to basic functionality with
options to access additional levels of functionality by
paid subscription. Access rights are managed through
the OTA connectivity of the IVI platform.
Service
Revenue
Models
Voice
Assistance
Information Content
Traditional In-Vehicle Navigation Systems:
24.4 million worldwide in 2020
(Source IHS 10/2014)
Display Audio Infotainment Systems:
25.4 million worldwide in 2020
(Source IHS 10/2014)
IVI system
formats are
changing:
Principle change drivers:
- US NHTSA requiement for all new vehicles to be fitted with
rear view visibility systems in 2018
- Feature enhancement to stimulate customer selection
IVI System
Components
Interconnect
Bus
LVDS
Used to transfer large amounts of data (e.g. HD video data)
via a high speed serial connection to an external location
LIN
Supports low speed (up to 20kps) single wire connection
to communicate with remote sub functions of the IVI
High Speed CAN
Up to 1Mbps 2 wire fault tolerant differential bus connecting
a variety of different electronic modules
Local Connectivity
Bluetooth - Audio and control
NFC - Reader & Tag modes
WLAN - WiFi Access Point
Location - Autonomous & Assisted GPS
USB - External media storage and transfer
Voice command &
speech for both control
& communication
functions
Voice Control Gesture
Control of functions
using face or hand
movements
Joystick / Rotary Wheel
Combined
mechanical
navigation & selection
of IVI functions
Touch Screen
Control of apps &
settings combined
with media &
information display
Projection Display
Information projected
onto a surface such
as a windscreen as a
head up display
Human
Interfaces
Developers
Operating SystemsSecurity Processors
30%
Of all new vehicles in 2019 will
have smartphone integration,
either mixture of all standards
or by car makers choice. (7)
Smartphone
integration is
forecast to
reach 30% of
new vehicles by
2019 (ABIresearch
10/2014)
Embedded Connect
A fully integrated IVI platform which requires no connectivity provision
by the user. Connection of external handsets may be supported to
enable hands free calling functionality only. Users may signup and
provision services directly from the in car screen, with connectivity
managed by the brand. Connectivity functionality is generally shared
with the telematics and emergency functions.
QNX & Windows Embedded Automotive
market share forecast to drop to 69%
with Open Source Linux/GENIVI
increasing to 20% of shipments by end
of 2018 (ABI research 07/2013)
Externally Connected
External connectivity is provided by a smartphone connected to
the IVI system, which adopts the smartphone identity and data
plan. Operation of apps installed on the smartphone can be
extended to the IVI providing user portability & potential build
cost savings. Connectivity is provided through existing carrier
contract of the connected device. and managed by user
Fully Integrated
Platforms
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Tim Ellis
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Authors
www.firstpartner.net
Copyright FirstPartner Ltd 2015
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Influencing Trends
Rich &
relevant user
functionality
Localisation
& service
deployment
In life
updates
ClosedoropenIVIplatformenvironment
Brand
engagement
Control of
app use in
vehicle
Connected
device
support
Local
regulation
conformance
Influencing
Trends
Reduced
Time to
Market
Product
Differentiation
& Brand
Identity
Design &
Finished
Cost
Increasing
Levels of
Functionality
Time To
Market
Increasing use of Automotive Infotainment to
differentiate and sell vehicles. Increases pressure to
to adopt new technologies and bring them to
market within model lifetimes.
Proprietary
development
moving to
adoption of
standards based
platforms and
open source
software
modules
Cost
Optimisation
Malware
Security
Safety
Increased functionality requirements drives
adoption of standards based hardware modules or
complete platform solutions with reuse ability
Integration of infotainment into main car system bus
requires security firewalls to prevent malware
introduction from connected devices, services or
apps into critical control or security system modules
Potential
product liability
through
unexpected or
faulty operation
Driver distraction issues have resulted in US Federal
guidelines that drivers should not need to look
away from the road for more than 2 secs or 12 secs
in total to use entertainment or communication
Service Delivery
Influencing Trends
Cross Brand
alliances
IVI Developer
APIs & Tools
In car centric
operation
OptimisedtoInCarenvironment
Information
prioritisation
Increasing levels
of integration &
feature richness
from OEMs is
driving market
share away from
Aftermarket
suppliers
Aftermarket Platforms
Intended to access the existing base of
vehicles to provide in life platform
upgrades. These upgrades may be
supported by original vehicle brands and
installed by their dealer network.
The Aftermarket Infotainment sector will
need to become agile in its approach to
providing in-life upgrades at competitive
price points as replacement hardware
installation costs increase rapidly.
Functionality
upgrades
using existing
ports e.g. USB
FirstPartnerMarket
Insight
Proposition
Development
Product
Launch
Customer
Engagement
2015 Automotive In-Vehicle Infotainment
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