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Automo&ve 101 for Qt Developers Linda Campbell, QNX So>ware Systems

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Page 1: Automo&ve)101)for)QtDevelopers - KDAB · Confiden&al)Informaon)of)) QNXSo>ware)Systems)Limited) QNXin)60)seconds) 4 Globalpresence: North)America,)Europe,)Asia Products: operang)system,)middleware,)tools

Automo&ve  101  for  Qt  Developers  

Linda  Campbell,    QNX  So>ware  Systems  

Page 2: Automo&ve)101)for)QtDevelopers - KDAB · Confiden&al)Informaon)of)) QNXSo>ware)Systems)Limited) QNXin)60)seconds) 4 Globalpresence: North)America,)Europe,)Asia Products: operang)system,)middleware,)tools

Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

2  Topics  

•  QNX  backgrounder  •  A  look  at  the  market    •  What  about  apps?  •  Addressing  the  challenges  •  Why  a  developer  community  maKers  

Page 3: Automo&ve)101)for)QtDevelopers - KDAB · Confiden&al)Informaon)of)) QNXSo>ware)Systems)Limited) QNXin)60)seconds) 4 Globalpresence: North)America,)Europe,)Asia Products: operang)system,)middleware,)tools

Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

3  

QNX  Backgrounder  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

4  QNX  in  60  seconds  

Global  presence:  North  America,  Europe,  Asia  

 

Products:  opera&ng  system,  middleware,  tools,  services  

 

Markets:  auto,  medical,  industrial,  networking,  mil-­‐aero,  consumer,  m2m  

 

History:  1980-­‐2004  privately  owned  

 2004-­‐2010  Harman  Interna&onal  

 2010  à  BlackBerry  

   

   

 

     

 

 

Page 5: Automo&ve)101)for)QtDevelopers - KDAB · Confiden&al)Informaon)of)) QNXSo>ware)Systems)Limited) QNXin)60)seconds) 4 Globalpresence: North)America,)Europe,)Asia Products: operang)system,)middleware,)tools

Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

5  QNX  technology:  mission  cri&cal  performance  

•  Microkernel  architecture  benefits  •  Hard  real&me:  responsive  and  predictable  performance  (more  than  just  fast)  •  Ultra  reliable:  built  in  memory  protec&on,  file  system  protec&on,  CPU  protec&on  •  Truly  scalable:  mul&-­‐tasking,  mul&core,  network  distributed  AND  •  Standards  based:  OS,  graphics,  tooling,  web  •  Clean  intellectual  property  •  Awesome  UX  capabili&es  for  graphics  and  mul&media  •  Safety  and  security  cer&fied  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

6  

Financial   Networking   Telema=cs  

Military  

Turbine  Controllers  

HVAC  

Space  Vision  

Nuclear  Reactors   Warehouse  Control  

Power  Genera=on  

Process  Control   Laser  Eye  Surgery  

Cancer  Therapy  

Locomo=ves  

Instrument  Clusters  

Market  leaders  using  QNX  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

7  

Automakers  

     QNX  automo&ve  leadership  

Tier  1  Suppliers  

Deployed  by  over  40  OEMs  in  250  vehicle  plaOorms  and  over  40  million  vehicles  throughout  North  America,  Europe,  and  Asia  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

8  

A  look  at  the  market  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

9  Talk  the  talk  

•  OEM    –  Automakers:  GM,  BMW,  Audi,  Toyota,  Chrysler…  

•  Tier1    –  Module  supplier  &  system  integrator:  Delphi,  Harman,  Denso,  Panasonic,  Visteon…  

•  Tier2    –  So>ware/hardware/components  supplier:  QNX,  TI,  Qualcomm,  Pandora,  

RedBend…  •  RFI/RFQ/RFP  

–  Request  for  info/quote/proposal  •  SOP  

–  Start  of  produc&on    •  Head  unit/center  stack    

–  Originally  referred  to  the  centerpiece  of  the  car’s  stereo  system,  now  used  to  describe  the  built  in  system  for  naviga&on  or  infotainment    

•  Infotainment  –  Informa&on  +  entertainment  +  nav  +  telema&cs  +  hands-­‐free    

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

10  Understanding  the  supply  chain  

OEM  

Tier  1  

Tier  2  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

11  In  vehicle  connec&vity  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

12  Ecosystems  in  transi&on  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

13  OEM  Development  Cycle  

Research  Labs  

Contract  Award   SOP  Develop  RFI  &  RFQ   Produc&on  Product  

Planning  

Historically:  24-­‐36  months  Targe&ng:  12-­‐18  months  

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14  

Decreasing  development  cycles  and    increasing  so>ware  expecta&ons  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

15  So>ware  and  the  OEM  development  cycle  

OEM  

Tier  1  

Research  Labs  

Contract  Award   SOP  Develop  RFI  &  RFQ   Produc&on  Product  

Planning  

Produc=on  Branches  

QNX  CAR  Subscrip&on  

QNX  

Samples  

Tier  1(s)  Development  

Updates  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

16  The  automaker’s  dilemma  

Applica&ons  

Consumer  electronics  

Vehicle    electronics  

SOP   Year  5   Year  10  

Challenges: •  Technology

lifecycles •  Obsolescence •  Relevance

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

17  

Value  shi>s  in  the  supply  chain  

•  OEMs    –  Taking  back  control  of  their  in-­‐vehicle  

systems  –  So>ware  increasingly  viewed  as  a  

differen&ator  –  Changing  models  (Audi/Tesla)  –  Their  history  as  “metal  benders”  permeates  

business  •  Tier  Ones  

–  Historically  had  control  over  systems,  receding  as  OEMs  reduce  dependency  on  suppliers  

–  Trying  to  develop  value  proposi&on    –  Under  major  pressure  to  reduce  costs  

•  New  Entrants  –  Smart  phones  with  compe&ng  brands    –  Social  networking  brands  –  Big  data  players  –  Carriers  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

18  

Driver  distrac&on  sensi&vity  

Driver  distrac&on  directly  linked  to  accidents  •  NA  –  4M  crashes  per  year  

–  Virginia  Tech  Transporta&on  Ins&tute:  Tex&ng  equivalent  to  drunk  driving  (ups  crash  risk  23  &mes)  

Widespread  legisla&ve  response  •  US:  90%  of  states  have  legisla&on  of  some  type  •  Europe:  majority  of  countries  ban  hand-­‐held  •  New  Delhi:  ban  on  hand-­‐held  and  hands-­‐free  Execu&ve  summary  •  OEMs  are  on  the  hook  for  anything  that  is  built  

into  the  vehicle,  a>er-­‐market  devices  adhere  to  different  standard  (none)    

•  OEMs  want  to  be  in  control  of  their  des&ny,  work  to  minimize  driver  distrac&on  so  that  technology  doesn’t  get  regulated  out    

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

19  And  let  us  not  forget…  The  consumer  perspec&ve  

•  Mobile  experience  changes  expecta&ons  

•  Ubiquitous  access  to  “their”  content  

•  Up-­‐to-­‐date  electronics  

•  Personalized  &  familiar  experience  •  Self-­‐branding  •  Ease  of  use    

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•  Phone  connec&vity  •  Applica&on  &  content  connec&vity  •  Challenges:  life  cycle  disparity,  lack  of  standards,  branding  &  user  experience  (car,  phone,  app?)  

 

Increased  integra&on  to  mobile  

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Applica&on  stores  

Advantages  for  OEM  –  Cer&fica&on  –  Extends  technology  lifespan  –  Builds  brand  loyalty  –  Vehicle  state  considera&ons  –  Plaqorm  specific  –  Personaliza&on  

Model  is  evolving  –  Who  provides?  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

22  

Autonomous  cars  

•  Convergence  of  ADAS  and  other  technologies  •  Con&nued  push  for  drivers  to  disengage  •  Aging  popula&on  wan&ng  to  retain  mobility  •  Longer-­‐term  challenging  (but  rewarding)  goal  •  Pursued  by  numerous  groups  

–  DARPA,  Google/Stanford,  VisLab/U.  of  Parma  –  GM,  Ford,  Diamler,  VW,  Audi,  BMW,  Volvo  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

23  

What  about  apps?  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

24  

What  apps  make  sense?  

•  Don’t  try  to  replicate  the  mobile  experience,  augment  based  on  context  &  safety  

–  30  not  30,000  –  Driver  distrac&on  –  OEM  valida&on  

•  Balance  brought-­‐in  &  built-­‐in  •  Context  relevant  

–  First  genera&on:  focus  on  connected  driver    •  naviga&on,  informa&on,  entertainment  

–  Next  genera&on:  add  focus  on  connected  car  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

25  

Applica&ons  ROI  

•  Automo&ve  is  not  big  enough  market  on  its  own  to  aKract  large  community  

–  will  leverage  mobile  •  Automo&ve  is  fragmented,  not  based  on  a  

common  plaqorm  –  OEM  designs  and  preferences  differ  –  OS,  screen  size,  CPU,  form  factor  etc.  –  Cer&fica&on  implica&ons  

•  Auto  development  cycles  are  long  •  What  is  the  channel  to  the  customer?  

–  Who  is  the  customer?  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

26  

Plaqorm  fragmenta&on  

•  Acura  Hands-­‐free  link  •  Audi  MMI  3G  •  BMW  ConnectedDrive  •  Chevy  MyLink  •  Chrysler  MyGig  •  Ford  F-­‐150  driver  informa&on  center  •  GMC/Buick  IntelliLink  •  Hyundai  Blue  Link  •  Jaguar  and  LandRover  instrument  clusters  •  OnStar  and  OnStar  FMV  •  Porsche  PCM  •  Toyota  Entune  •  Toyota  Touch  &  Go  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

27  Comparing  TAM  &  app  prices  

$1.00/app  x  37,  040,  000  units  =   $37,  040,  000  𝑟𝑒𝑣𝑒𝑛𝑢𝑒/344,  714  𝑢𝑛𝑖𝑡𝑠   =  $107/app  

Sample  mobile  app  

price  

Number  iPhones  sold  in  

2012  Q1  

Number  Toyota  

Camry’s  sold  in  US  in  2012  

“Equivalent”  app  price  to  

match  revenue  

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28  

The  reality  

•  OEM-­‐specific  plaqorms  shrink  the  app  ecosystem  –  Only  the  very  biggest  app  companies  can  

afford  to  par&cipate  •  Plaqorm  differen&a&on  hurts  everyone  

–  Lack  of  scale  has  nega&ve  effect  on  differen&a&on  of  content  

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29  

OEMs  and  apps  

•  Many  do  app  por&ng  themselves,  too  difficult  to  enable  third  par&es    

–  Doesn’t  scale  (how  to  get  from  10  to  100  apps)  

–  Sacrifice  unan&cipated  innova&ons  –  Sacrifice  TTM  –  Challenge  to  respond  to  trending  apps  

•  OEM  specific  SDKs    –  Ongoing  fragmenta&on  –  Doesn’t  scale  –  Discourages  developers  

 

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30  

Addressing  some  of  the  challenges  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

31  Cri&cal  success  factors  -­‐  Enabling  apps  in  automo&ve  

1.  Common  plaqorm  2.  Revenue  for  app  developers  3.  Mi&gate  driver  distrac&on  

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Confiden&al  Informa&on  of    QNX  So>ware  Systems  Limited  

32  A  common  plaqorm  

•  Need  to  standardize  on  app  plumbing,  doesn’t  mean  we  have  to  standardize  on  overall  UI  and  UX,  doesn’t  mean  we  need  to  standardize  on  OS  or  hardware  

–  Differen&a&on  is  possible  •  Needs  to  be  driven  by  mobile  paradigms  in  order  to  en&ce  developers  

–  Scale  and  familiarity,  reduces  incremental  cost  of  automo&ve  •  Open  source  is  not  always  mandatory  

–  Interoperability  is  needed,  which  means  open  standards  

•  QNX  supports  today’s  broadest  cross-­‐plaqorm  mobile  development  environments  –  Qt  –  HTML  5  –  C++/OpenGL  ES  –  Android  Java  –  Industry  specific  

•  Elektrobit  GUIDE,  Crank  Storyboard    

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33  Open  standards:  Qt  

•  Significant  interest  by  OEMs  for  Qt  •  Powerful  flexible  high  performance  framework  that  is  industry  standard,  open  

and  OS  agnos&c  •  Qt  projects  at  Bosch,  Harman,  Panasonic,  Garmin,  Mercedes,  Honda,  Porsche,  

PSA,  Magnex  Marelli…  

•  Qt  usage  is  on  the  rise  in  automo&ve  

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34  How  app  developers  can  make  money  

•  OEM  pre-­‐funded?  –  Provides  revenue  assurance  to  small  

developers  –  OEMs  not  sixng  on  big  stacks  of  

gambling  money  •  Footprint  extension  

–  Car  app  adds  more  users  and  more  usage  

–  Works  when  you  have  a  model  to  extend  

•  Adver=sing  –  Adver&sing  model  obviously  

successful  –  AKrac&ve  if  relevant  (LBS),  and  non-­‐

distrac&ng  

•  Wait  for  established  car  stores?  –  “Safest”  choice  for  &me  to  revenue  –  Might  wait  a  long  &me  –  Gives  compe&tors  a  chance  to  get  

established  •  Raise  app  prices?  

–  Could  work  for  some  apps,  but  customer  expecta&ons  have  been  set  low  

•  Other  mobile  models?  –  SaaS  –  Freemium  –  In-­‐app  purchases  

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35  

Answering  the  safety  ques&on  

•  Industry  recognizes  need  to  self-­‐police  before  government  does  

•  Driver  distrac&on  –  OEMs  working  on  models  

•  Develop  internally  •  OEM  SDKs  •  Valida&on  process  •  Industry  standards  

•  Automobile  protec&on  –  Separate  virtualized  environment  –  Separate  applica&on  sandbox  –  Tightly  controlled  access  to  services  –  Voice  as  primary  interface,  heads  up  displays  

etc  

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36  

Why  enabling  a  developer  community  maKers  

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37  Opportunity:  beyond  the  driver  

•  Connected  Driver  •  Connected  Car  •  Stakeholders  

–  OEM,  Dealer  –  Government  –  Insurance  –  Rental  agencies  –  Services  (repairs,  gas)  

•  Enable  innova&on  –  Maintain  privacy  and  

security    

Keeping  it  safe  •  Traffic  management  •  Collision  avoidance  •  Accident  response  •  Road  condi&ons  

Loca=on  Based  Services   Infotainment  Produc=vity  

Driver    state  •  Drowsiness,  health  •  Driving  performance    

Keeping  it  fresh  •  Firmware  updates  •  Lifecycle  management  •  Applica&on  deployment  

•  Nomadic/personalized  

Vehicle    state  •  Preven&ve  maintenance  

•  Sales  opportuni&es  

Keeping  it  green  •  Performance  Monitoring  

• Op&mized  rou&ng  •  Charge  status  

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38  Good  news  story  for  Qt  developers  

•  Automo&ve  is  an  industry  in  transi&on,  change  opens  doors  and  creates  opportuni&es  –  New  standards  –  New  technologies    –  New  partnerships      

•  Automo&ve  OEMs  seem  to  be  embracing  Qt    •  Qt  5.2  mobile  edi&on  support  for  Android  and  IOS  solidifies  the  bridge  between  mobile  

and  auto  for  Qt  •  OEMs  recognize  need  to  enable  developers  for  connected  services  on  smart  phones  

and  head  units  

all  necessary  for  success  

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39  Resources  

•  Upcoming  shows  that  focus  on  automo&ve  –  Telema&cs  Update  Munich,  Nov  11-­‐12  

•   hKp://www.telema&csupdate.com/munich/  –  Auto  Apps  and  mobile  device  evolu&on,  Berlin  December  5-­‐6  

•  hKp://automo&ve-­‐apps2013.we-­‐conect.com/en/  –  CES,  Las  Vegas,  Jan  7-­‐10  

•  hKp://www.cesweb.org    

•  Automo&ve  Developer  programs  to  look  at…  –  hKps://developer.ford.com  –  hKps://developer.gm.com/#  

•  QNX  CAR    –  hKp://www.qnx.com/products/qnxcar/  –  hKp://qnxauto.blogspot.de    

 

 

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©  2013  QNX  So>ware  Systems  Limited.    QNX,    QNX  CAR,    NEUTRINO,    MOMENTICS,    AVIAGE  and  other  product  names  are  trademarks  of  BlackBerry  Limited,  which  are  registered  and/or  used  in  certain  jurisdic&ons,  and  used  under  license  by  QNX  So>ware  Systems  Limited.  The  informa&on  herein  is  for  informa&onal  purposes  only  and  represents  the  current  view  of  QSSL  as  of  the  date  of  this  presenta&on.  Because  QSS  must  respond  to  changing  market  condi&ons,    it  should  not  be  interpreted  to  be  a  commitment  on  the  part  of  QSSL,    and  QSSL  cannot  guarantee  the  accuracy  of  any  informa&on  provided  a>er  the  date  of  this  presenta&on.  QSSL  MAKES  NO  WARRANTIES,    REPRESENTATIONS  OR  CONDITIONS  EXPRESS,    IMPLIED  OR  STATUTORY,    AS  TO  THE  INFORMATION  IN  THIS  PRESENTATION.  

Linda  Campbell  [email protected]