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Drive Drive smallsmallTHINKTHINK BIG!BIG!
The New Digital Living Room -Integrating HDDs into the Car
Scott WrightSeptember 14, 2006
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Topics‣Market Trends
‣Automotive HDD Technology
‣Current & Future Directions
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50 Years Ago…
1956 Buick Roadmaster
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Auto Makers’ Needs
1.Safety• And Security…
2.Profitability• Give the customer what they want…
3.Satisfied CustomersComponents and technologies that …
• Meet automotive specifications• Are field proven• Remain relevant over the life of the vehicle
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Consumer NeedsMobile Lifestyle – It’s Digital‣ Lifestyle
• Cell phones / text messaging • Blackberry / PDA • Email
‣ Entertainment• Media players• Gaming• Audio & video channels
‣ Information Lifestyle• Internet / Web access• Digital still & video• Navigation & POI
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Auto Consumer NeedsBetter Driving Experience‣ Integrated digital audio‣ Hands-free cell phones‣ GPS navigation, traffic & POI‣ Safety & security‣ Theft deterrence‣ Rear-seat entertainment &
gaming options
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Technology Convergence in the CarTechnology Convergence in the Car
WirelessWirelessGPS
CellSat.
Radio
Bluetooth
AMRadio
FMRadio
Wide-band
MediaMediaCD DVDMP3Cassette
Tape8 Track
ServicesServicesConcierge
RT TrafficRT Weather
Time-ShiftRadio
Sat.TV
Web-connect
On-demandcontent
HD-DVD
RT News VoIP
1956 2006
Audio DigitalAudio
“Infotainment”
Telematics
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Auto Infotainment:Capacity is King• GPS/navigation = 4-15 GB • Digital music 1-5k songs = 4-20 GB• Digital video* (std def) = 1 GB • Digital video* (hi def) = 10 GB• Gaming = 1-20 GB• Audio books = 1 GB
Capacity requirements – HDD = 20-65GB+*1 hour
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HDDs Meet the Challenge: High Capacity in the Car
• Stringent market requirements• Environmental extremes• Lengthy qualification & test cycles• Vendor experience & know-how• Longer product lifecycles
• Automotive-class HDDs deliver• High-capacity, cost effectively
• 40GB today• Broad operating range
• -30˚C to +85˚C • Improved humidity control • Improved altitude; 4,300 meters
• Field proven
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Current Directions‣ Integrated Information
• Navigation & POI• Real-time traffic, weather• Systems status
‣ Integrated Audio• USB port• iPod Integration• HDD-based jukebox / navigation
‣ Aftermarket• GPS navigation• iPod integration• Rear-seat entertainment
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The Next Wave …‣ Enablers
• Middle-ware / flexible HMI• Higher storage capacity• Wireless-based services
‣ Infotainment• Personal content continuity• Route and Image capture• Location-based services
‣ Telematics• Threat detection & deterrence• Enhanced concierge services• Predictive diagnostics
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Drive Drive smallsmall
THINKTHINK BIG!BIG!
Thank You!
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Toshiba Automotive HDD Experience‣ 1967 - Toshiba starts HDD business‣ 1990 - First Toshiba 2.5” HDD‣ 1996 – Auto-grade HDD research begins‣ 2000 - Dedicated automotive design group‣ 2001 - 10GB Auto HDD Ships ‣ 2002 - 16GB Auto HDD Ships‣ 2003 - 20GB Auto HDD Ships‣ 2004 - 30GB Auto HDD Ships‣ 2005 - 40GB Auto HDD Ships
‣ First automotive OEM installed HDD in Japan‣ 85% auto HDD market share (source TSR)‣ Almost 3 million auto HDDs shipped to date