drive 2 digital november 2012
TRANSCRIPT
Mainstream Automotive
Technologies
Auto Start-Stop Quickclear Windscreen Traffic Sign Recognition
2003
26%
50%
26%
40%
48%
10%
0% 20% 40% 60% 80% 100%
Industry
Ford
DAB Standard DAB Option Not Available
DAB availability
Factory-fitted DAB
2010 Ford C-MAX 2008 2011 All-New Ford Focus
360,000 over the last 4 years
New car sales - UK
Q3 2012
560,000 STANDARD
OPTION
NOT AVAILABLE
DAB
80m
New car sales - Global
12m 2m
DAB switchover?
CONCEPT PRODUCTION 4 YEARS
Global Product Development Cycle
CONCEPT PRODUCTION 4 YEARS
Financial considerations
Integrate - existing electrical
systems
Thatcham Category 1 Alarm Ford Eco Mode driver information system Trip Computer
Design Steel Wheels – 5 spoke Body-colour door handles 16” 5x2-spoke alloy wheels
Quickclear heated windscreen Front fog lights Leather-trimmed 4-spoke steering wheel
Chrome finish on upper door line Sports-style front seats Lumbar support on driver seat
17” 10x2-spoke alloy wheels Ford DAB Audio system with 3.5" dot-matrix display &
Bluetooth
Premium centre console with armrest Sports Alloy pedals Sports suspension Full body styling kit Rear
lights with LED technology Ford Power Starter button Heated door mirrors Body colour rear sports spoiler
Sony audio system with DAB Cruise control with speed limiter Auto headlights, rain sensitive
windscreen wipers and auto dimming rear view mirror Dual-zone Electronic Air Temperature Control (DEATC)
air conditioning LED interior ambient lighting High gloss black upper and lower grilles Chrome door
release lever Aluminium finish front scuff plates Footwell courtesy lights Rear seat folding armrest
Leather gearshift knob Electrically operated rear windows
Hill Start Assist Active Park Assist, including front and rear parking distance sensors
Bi-Xenon headlights Front LED day running lights Partial Leather trimmed seats with heated front seats
Power operated driver seat Power folding door mirrors Deflation Detection System (DDS)
Feature choices available on
Focus
20% of radio listening
on the road
DAB Opportunity
Switchover to DAB
2013
DAB RADIO
ESSENTIAL NICE TO HAVE
Promote the benefits of DAB
Dealer-fit DAB upgrade for used
cars Quality installation at an
affordable price
‘Black box’ solution fitted in less than an hour
650 Ford Authorised Repair Centres
2.3 million Ford customers for DAB
DAB as standard
Ford B-MAX All-New Ford Kuga
Ford Sync
MyFordTouch
Summary
DAB available on 90% of the Ford range
DAB engineered into future product launches
Aftermarket solution from December 2012
We’re ready and waiting…
•
•
•
•
3%
7% 8%
11% 12% 13%
18%
0%
5%
10%
15%
20%
Dec/Jan Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
Sarah Sillars OBE FIMI
IMI Executive Chair
Launch of ATA DAB
Radio Installation Technician
We’re driving
professional
excellence.
Consumer Impact • Customers can buy a new vehicle
with DAB built-in as standard
• Will affect all other vehicle users:
• New audio unit
• Audio adaptor unit
• Customers need confidence: • Quality of work
• Technician skills & competence
What is involved? • More than replacing
your radio • Remove & replace trim
• Antenna placement
• Install electrical
components
• Integration with vehicle
systems
Need appropriately skilled
automotive technicians to
complete the job
What does the consumer need to look for? • Approved Installer
• Employing ATA Technician in Digital Audio Broadcasting
• Proven they are capable
• Professionally Registered - credible
• Adhere to a code of conduct providing consumer with
confidence
• ATA Technician in Digital Audio Broadcasting • Developed with industry, for industry
• Specific to DAB Radio Installation
• Recognition of skills, knowledge and competence
• First Technicians achieved
Moving Forward
• With big numbers come big challenges
• 31.3 million in Vehicle Parc
• Consumers need to be confident in Technician
• ATA DAB provides proof of competency
• Assessment Centres
• Competent Technicians
• Consumer Awareness
Route for the Consumer
Find an
Approved
Installer
Book
Appointment
ATA DAB Technician
completes
installation
Satisfied
Customer
Consumer need
for radio
switchover
ATA Digital Audio Broadcasting is now
open to all installers.
Speak to the IMI to find out more.
Digital Radio in the Aftermarket
Clive West, Digital Director, Halfords
1.8million wefits
???% Sales Growth 23%
Of Total Sales
Discussion…
‘Converting the vehicle parc’
DAB IN ASIA-PACIFIC
99
DAB WORLDWIDE
SOURCE: WWW:WORLDDAB.ORG
100
DAB IN EUROPE
SOURCE: WWW:WORLDDAB.ORG
101
Facts
77,8 % of all Germans listen to
radio every day*
Average listening while driving
31 min per day*.
Time Spent Listening 240 minute
per day*.
© 2012 cepolina.com
*ma 2012 Radio II, older than 10 years 104
Facts
Digital Radio
One national multiplex and several
regional and local multiplexes.
Joint committees between
broadcasters, manufacturers etc.
Website: www.digitalradio.de
(available in English).
© 2012 digitalradio.de
105
Status 30.11.2012
Coverage
DAB+ total
Reception area 79,23%
Population coverage 87,78%
© Bundesamt für Kartographie und Geodäsie,
Institut für Rundfunktechnik
Mobile outdoor Portable indoor
106
Stations
DAB+ total
130 digital radio stations and 1
data channel
In particular
117 regional and local radio stations
13 national stations and 1 data channel
107
Stations Highlights
90elf
Football radio station.
Kiraka
Station only for children.
Deutschlandradio
PAD and N-PAD.
Media Broadcast
Data channel with exclusive
content.
108
Marketing
Coordination of all marketing activities
between ARD, Deutschlandradio und
DRD Digitalradio GmbH.
3 sales people to support retailers.
Marketing packages for retailers.
109
Challenges
Euro-Chip.
European regulation to foster Digital
Radio.
Starting a second national multiplex.
Securing the long term financing for
broadcasters.
110
Questions
Helmut G. Bauer
Digital Radio Analyst
Rechtsanwalt
Am Stachelshäuschen 3
D - 51107 Köln/Cologne
Tel: +49 221 98 62 18 6
Fax: +49 221 98 62 18 7
Mobile: +49 175 16 46 51 1
E-Mail: [email protected]
Skype: helmutg.bauer
111
Garmin The Global Leader in Personal Navigation Devices
• Worldwide company:
– Over 9,300 associates
– Nearly16 million units in 2011
– Expected 2012 revenue $2.8B
• Strategic emphasis on:
– Market segmentation
– Vertical integration
First sat-nav with DAB/TPEG Traffic dezl - 7” Commercial truck sat-nav
DAB
Smartphone
Link
Strong consumer demand for traffic
information: – 90% Germans use traffic
information*
– 80% UK customers would purchase new Digital Traffic Service**
Traffic is a ‘Killer App’ for sat-navs.
...Other services
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Germany UK
*Source: GfK, 12 months to August
**Source: Garmin survey, September 2013
What can Digital do that analogue
can’t?
300 traffic messages 3000 traffic messages
Analogue Digital
1. Exact, pinpointed traffic information
2. Show all traffic reports
3. Faster updates
4. The right model:
Quality Traffic - Lifetime FREE of SUBSCRIPTION
Digital is the future for traffic
...We still need better DAB signal strength & coverage
0
10
20
30
40
50
60
70
80
90
100
Q1
2004
Q1
2006
Q1
2008
Q1
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
RAJAR, 3 months, 15+
% o
f a
du
lts
list
enin
g t
o
rad
io
Radio in-car is stronger than ever
Connected car – opportunity & threat
Source:: SBD consulting
Fast forward to driverless cars
Apps are key for smartphones
• 54% of adults (12.8m) own a smartphone
• 82% of these downloaded at least one app
• 35% downloaded a radio app
Source: MIDAS November 2011
Base: All Respondents
Nov 2011: Unwed Base = 1,614, Wgt Base = 23,410
Radio apps are heavily used
45
14
21
13
At least once a week About once a month Less often Never
124
Source: MIDAS November 2011
Base: All smart phone owners who have downloaded a radio app
Nov 2011 15+: Unwed Base = 312, Wgt Base = 4,483
Nov 2011 15-34: Unwed Base = 113, Wgt Base = 2,934
Nov 2011 35-54: Unwed Base = 154, Wgt Base = 1,348
How often do you use the radio apps on your phone? % of mobile phone users who have downloaded a radio app
Options for apps in-car
• Simple playout
• Tethered
• Embedded
Significant Barriers
1. No common standard for tethered/embedded apps
2. 3G/4G coverage and costs
3. Business models (people want it free)
4. Ease of use and safety
Next Steps
1. Standardise technology for integrating apps and adapt them for in-car
2. Build UK Radioplayer as the must-have radio aggregator for the UK
3. Build hybrid FM/DAB/IP services in-car
Station Apps
