Nissan Carwings connects driver to the world. Kenji Ikeura Nissan Motor Co., Ltd.

Transcription

1 Nissan Carwings connects driver to the world Kenji Ikeura Nissan Motor Co., Ltd.

2 Objectives of this presentation Current situation of Telematics Automotive industry has actively worked on Telematics. However,no economic success has been achieved. Objectives of the presentation Find out What we need to do What success we can have by referring to how Nissan deals with Telematics and mobile phones from an automotive viewpoint.

3 Corporate vision Environment policy Nissan Corporate Vision Enriching people s lives Symbiosis of people,vehicle and nature Contribute to the development of a flourishing society by integrating the heart of conscious of people, society, nature and the earth into a vehicle design. Target for Driving Safety Reduce fatal and serious injuries by half Vehicle People Symbiosis Society Nature Pushing actively ITS/Telematics as a means to to realize Environment and Safe concepts as well as boost products values.

4 Concept-1 Open model Win-Win with open model Mobile phone operators Service providers Nissan s core business is Vehicles Mobile phone suppliers Nissan try to realize excellent Telematics services with good partners.

5 Concept-2 Expand navigation value Expand value of navigation by Telematics Pleasure Telematics Navigation system Music Game Navigation Camera Vehicle info Convenience Digital broadcast V- telephone E-commerce MP3 DVD video Bluetooth Map/POI/Software Hands-free The latest info download phone Traffic info on demand ETC HMI VICS Stolen car tracking E/B-call Concierge Real time / the latest Ease of mind

6 Concept-3 Expand mobile phone value Make your mobile phone more valuable in your vehicle - Hands-free telephone - CARWINGS connection - - Telephone directory etc Bluetooth

7 Services of Nissan CARWINGS (Text-to-speech reading) Drive plan (Destination setting) Navigation with Telematics type Traffic/Weather information Hands-free phone I am here mail ( vehicle location mail service) Operator service Nearest restaurant

8 CARWINGS Subscribers/Subscription ratio Number of subscribers Subscription ratio Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 80 %

9 How CARWINGS is used Driver focused services are accepted well Drivers use it most during a drive. Simple operation makes necessary (useful) info available for drivers. Ratio (% ) Access rate by speed Access ranking 1. My channel ( Bookmark, quick connection) 2. Navigation system to destination 3. Operator service 4. Destination weather info 5. The nearest restaurants 6. I am hear mail ( Related with a mobile phone) 7. Info package about your location 0 0~ 10 ~ 20 ~ 30 ~ 40 ~ 50 ~ 60 Main contents of Operator service Destination setting Traffic info Emergency call support (24hours) Road service, Hospital.. Auto DJ : Channel search engine ~ 70 ~ 80 ~ 90 ~ 100 Vehicle speed(km/h) 100~

10 Strength of Nissan Telematics How drivers use Carwings has been accumulated though 6 years of operation. Operator service Information available when you ask operators One Push Operation Information available by pressing a button once Operator service? AutoDJ? Direct call button? AutoDJ? My channel (All your favorite info channels available) Button to call an operator

11 Telematics in Japan Nissan, Toyota and Honda are pushing ITS/Telematics forward Telemaitcs Keep-to-lane support Vehicles distance control Crash speed reduction break Navigation system prevalence Traffic info Highway fee machine

12 Customers Expectations Opinions on telematics in the future Don t want to use 33.4% Want to use 66.6 % It s nice to have, but less customers are willing to pay ( N=10,4850) Source: Nikkei BP I use one with charge Locate a stolen car Car theft notice to your mobile phone Ask for help when emergency( MAYDAY) Download a latest map Unlock doors by a remote control Pedestrians info by IR camera Immediate service when Breakdown Identify an owner (IC tip etc ) Active instruction on a best trip route Opinions on telematics I use one if it s free I don t need one. 0% 20% 40% 60% 80% 100% Source: Yano Research Institute edition, I T S Telematics marketing forecast report

13 Challenges for Telematics More value by Less cost for customer Win-Win-Win model among Driver, mobile phone and Car ( 1) More Value Easy and seamless connection among Driver, mobile phone, Car and the internet world through standardized seven layers. Synchronized database among Car, mobile phone, own PC and internet world to realize The Fully Networked car. ( 2) Less Cost Affordable charge for airtime and services. Single Contract for Seamless connection.

14 Mobile phone realizes Ubiquitous Mobile phone is, Basic tool to access People, Music, personal database, and internet world A part of yourself ( ID of yourself, another wallet... ) Accessible to any information Seamless connection available 24 hours a day, 365 days a year, and anywhere you are. ID and account of individuals Camera IrDA Telephone TV Internet Bluetooth Wallet Ticket

15 Layer 7 Application Seven Layers compatibility Network architecture based on the OSI model Application Protocol Application Exchange Unit APDU 6 Presentation Presentation Protocol Presentation PPDU 5 Session Session Protocol Session SPDU 4 Transport Transport Protocol Transport TPDU 3 Network Network Network Network Packet 2 Data Link Data Link Data Link Data Link Frame 1 Physical Physical Physical Physical Bit

16 Facts of connectivity It is not easy to guarantee physical connection Car navigation system Bluetooth Mobile phone Mobile phone companies radio tower Service Wired Nissan prepares 4 wires to customer It makes 80% cell phone possible to connect It is far better than the situation in US???

17 Commonization among automakers Seek for a scale effect by commonization Commonization Seek for a scale effect in cooperation with partners and other OEMs. (Increase the number of members) Differentiation Pursue the originality as OEM maker Basic parts of on-board equipment (processor, DVD, etc) Development of basic software Voice recognition On-board communication unit Communication/carrier services General contents Portal infrastructure Billing, certification and settlement Call center, agent service e-crm (Utilization of customer and vehicle information) Vehicle inherent contents Vehicle related portals HMI

18 Telematics and communication More diversity of communication infrastructure is coming. What is suitable to what? Is it possible to catch the change up? Life cycle is different between vehicle and communication devices Each transceiver needs own device and contract. It cause much cost. Mobile phone Quasi-zenith Satellite Wide area communication /broadcast Terrestrial digital broadcast Mobile broadcast etc DSRC Wireless LAN Optical Beacon Limited area communication DSRC(Dedicated Short Range Communication): Communication between vehicles on exclusive drivers roads/communication medium for vehicles. It is applied to ETC.

19 Could 4G mobile phone be messiah? Next generation mobile phone may have powerful ability Is it possible to realize plug and play capability? Service area(m) 1K PDC Cdma 1x FOMA Cdma1x EV-DO 2.5~ 3G mobile phone 2G mobile phone DSRC Coverage over limited DSRC zone 4 G mobile phone 1 10K 100K 1M 10M 100M Communication speed (BPS)

20 Conclusion 1. More value with less cost for customer is essential for growth of Telematics. 2. Open model, Enhanced Car Navigation System and Greater power of customer s mobile phone are three policies of Nissan to build affordable and valuable Telematics. 3. Nissan is focusing on Driving related Services. Other services could be common among car makers and service providers. 4. Mobile phone is bringing Ubiquitous and seamless connection. It is becoming a part of personality now. 5. Standardized connectivity is essentially required for customer s usability. All seven layers has problems in compatibility. 6. Win-Win-Win relation among User, mobile phone and Car is the key factor to success. We have to make clear perception about what could be common and what must be competition.

21 Thank you