Mobile Device Integration Opportunities and Risks

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1 International Telecommunication Union Mobile Device Integration Opportunities and Risks Thomas Moder Harman/Becker Automotive Systems

2 Contents ITU-T o o o o Levels of mobile device integration Challenges of HMI design when integrating mobile devices Opportunities and risks for car OEMs Does mobile device integration drive the telematics marketplace? 2

3 Levels of mobile device integration ITU-T Network Access and Synchronisation of Contact data music data picture data Integration Level Integration Level Universal OEM Carkit With Voice Control Universal BT OEM Carkit OEM ipod Integration Wired OEM ipod Integration Wireless OEM USB MP3 Player Universal Portable Audio Player Universal Digital Camera Aftermarket Carkit Universal Aftermarket Carkit Universal OEM Carkit Portable Audio Player via AUX IN Up to

4 Challenges of HMI design when integrating mobile devices The HMI of the mobile device is not accessible During driving The HMI of the mobile device is not suitable for use During driving (e.g. search in a phonebook) The HMI of the car infotainment system is owned by the car OEM The car OEM has a stronger brand name than the mobile device OEM Mobile Device industry is moving fast in terms of new features and new products Mobile Device industry has not agreed on interface standards for their products 4

5 How can these challenges be overcome? The HMI of the mobile device is not accessible during driving The HMI of the mobile device is not suitable for use during driving (e.g. search in a phonebook) Add functionalities of the mobile device HMI to the car HMI where appropriate Do not try to rebuild functions of the mobile device HMI in the car HMI where not appropriate Add speech recognition as a means to ease access to data that have been stored on the mobile device (e.g. access to phonebook data via speech recognition) Example Add other HMI elements for further passengers if extende functionalities might be used (e.g. a handset or keypad connected via BT could be used to write SMS or ) 5

6 How can these challenges be overcome? The HMI of the car infotainment system is owned by the car OEM The car OEM has a stronger brand name than the mobile device OEM The car HMI wins and needs to be consistent over all applications (navigation, phone, audio, media player,...) 6

7 How can these challenges be overcome? Mobile Device industry is moving fast in terms of new features and new products - Mobile Device industry has not agreed on interface standards for their products Define a virtual device and Separate abstract function from underlying physical device (ipod, Creative Labs ZEN player,...) Application Virtual Device (MOST Fblock) Ipod driver ZEN driver USB Player XYZ driver Define a universal physical interface, e.g. wireless technology like Bluetooth wired technology (e.g. USB) with adapter extensions specific to dedicated physical devices 7

8 Risks for car OEMs ITU-T Extended development work to keep track with the mobile device industry Compatibility issues with mobile devices Customers complaining about incompatibilities or malfunctions due to errors in the mobile devices Mobile devices can replace functions that have been originally located in the car (e.g. navigation systems) and thus might reduce business. 8

9 Opportunities for car OEMs ITU-T Satisfy the user expectation of bringing personal content into the car Differentiate from competitors Generate new products (optional equipment or even standard equipment) Generate new revenue OEMs might profit from the marketing campaigns of mobile device manufacturers DRIVE Telematics applications 9

10 Opportunities vs. Risks ITU-T New business opportunities clearly outperform potential risks There is no alternative to mobile device integration as customers will require this. 10

11 Does mobile device integration drive the telematics marketplace? YES, because The user brings not only a mobile device but he also brings content into the car The user might be willing to extend the content or use the content for communication (e.g. if I have Comfortable access to the address of someone I will use that for sending s). This however requires the smooth HMI integration of those Functions. 11

12 Does mobile device integration drive the telematics marketplace? Example 1: Sending s to Thomas Moder to Thomas Moder: Go ahead with text Hi Thomas, please don t forget to copy your presentation for the ITU workshop onto your laptop today tomorrow Encode according to GSM codec And send as mail with attachment Handle by dictation software and send as with plain text 12

13 Does mobile device integration drive the telematics marketplace? Example 2: Download MP3 tracks Browse tracks of Brian Adams Available tracks for download are: Summer of 69 Run to you Cuts like a knife... Heaven Available tracks for download: Summer of 69 $0.99 Run to you $0.99 Cuts like a knife $ Heaven $0.99 Fine. Get Summer of 69 for me Downloading Summer of

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