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Strategic Analysis of Automotive Digital Assistant Market, Forecast to 2025 Despite Fierce Competition, Digital Assistants will Coexist And Become Complementary, Providing Access to Each Other's Growing Strengths and Services Global Automotive & Transportation Research Team at Frost & Sullivan K329-18 November 2019 Preview

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Page 1: Strategic Analysis of Automotive Digital Assistant Market ... · Strategic Analysis of Automotive Digital Assistant Market, Forecast to 2025 Despite Fierce Competition, Digital Assistants

Strategic Analysis of Automotive Digital Assistant Market,

Forecast to 2025 Despite Fierce Competition, Digital Assistants will Coexist And Become Complementary,

Providing Access to Each Other's Growing Strengths and Services

Global Automotive & Transportation Research Team at Frost & Sullivan

K329-18

November 2019

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Section Slide Number

Executive Summary 6

Key Findings 7

Digital Assistant Evolution 8

Hybrid Platforms—Emerging Winner 9

OEM Digital Assistant Partnerships 10

Digital Assistant—Select OEM Proprietary Solution Analysis 11

Current and Future Outlook 12

Research Scope, Objective, Background and Methodology 13

Research Scope 14

Research Background 15

Research Aims and Objectives 16

Key Questions this Study will Answer 17

Research Methodology 18

Market Overview 19

Digital Assistants—An Overview 20

Automotive Digital Assistant Market Insights 21

Contents

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Section Slide Number

Audio Vendors Focus on Advancing Noise Cancellation Tech 22

Digital Assistant Evolution in the Automotive Environment 23

Role of AI in Automotive Digital Assistants 24

Emotional Intelligence AI Integration in Digital Assistants 25

In-car AI Assistants to Assimilate with User’s Digital Lifestyle 26

In-Car Voice Biometrics 27

Monetizing Voice Search 28

Application Roadmap for Digital Assistants 29

Forecast and Outlook 30

Voice Recognition Integral Part of HMI 31

Forecast Assumptions and Analysis 32

Embedded Digital Assistant Market Penetration 33

Brought-in Digital Assistant Market Penetration, 2018 and 2025 34

Global Automotive Digital Assistant Market Penetration Forecast 35

Digital Assistants—Regional Highlights 36

Automotive Digital Assistant Market—Future Outlook 37

Contents (continued)

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Section Slide Number

Use Cases and OEM Examples 38

Digital Assistant Use Cases 39

Teslabot v2.0 40

BMW Intelligent Personal Assistant (IPA) 41

MBUX Voice Assistant—Hey Mercedes 42

Ford SYNC with Amazon Alexa 43

Digital Assistant through Customer Reviews 44

Company Profiles 45

Industry Players Developments 46

Nuance—Dragon Drive 47

IBM—IBM Watson AI Assistant 48

SoundHound—Houndify 49

Digital Assistants in China 50

Emotion-Aware Vehicle Assistants (EVA) 51

Amazon Alexa in Automotive Environment 52

Amazon Alexa is Going Deeper in Vehicles 53

Contents (continued)

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Section Slide Number

Innovative Microsoft Solutions Digital Assistants, AI and Azure IOT 54

Google's Growing Presence in the Automotive World 55

Growth Opportunity Analysis 56

Automotive Digital Assistant Ecosystem Companies 57

Growth Opportunity—Partnerships, Business Models & Acquisitions 58

Automotive Digital Assistants—Strategic Imperatives 59

OEM Recommendations 60

The Last Word 61

Conclusions 62

Legal Disclaimer 63

Appendix 64

Acronyms 65

Market Engineering Methodology 66

List of Exhibits 67

Contents (continued)

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Research Scope

Source: Frost & Sullivan

Passenger Cars Vehicle Type

2019–2025 Forecast Period

2018–2025 Study Period

2018 Base Year

North America (NA), Europe, and China Geographical Scope

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Research Background

Source: Frost & Sullivan

This study summarises content from several of Frost & Sullivan’s recently published and in-progressresearch services in the area of passenger vehicle telematics, including the following:

• ME93-18: Global Connected Car Market Outlook, 2019 (Completed)

• K329-18: Strategic Analysis of Usage-based Insurance Market for Passenger Vehicles, Forecast to2025-Global (Completed)

• MDF0-18: Analysis of Embedded Telematics in the Automotive Industry, Forecast to 2025 (Completed)

• K329-18: Global Automotive Navigation System Market, North America, Europe, and China: Forecast to2025 (Completed)

• K36F-18: CES Automotive and Transportation Highlights, 2019 (Completed)

• MD7B-18: Global Automotive Operating Systems Market, Forecast to 2025 (Completed)

This study is also supplemented by ongoing interactions with vehicle manufacturers, suppliers, serviceproviders and software providers in the area of connected vehicle services.Prev

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Research Aims and Objectives

Source: Frost & Sullivan

Aim

• The aim of this study is to research the key trends in the global automotive digital assistant market andidentify various segments and discuss their potential for growth.

Objectives

• To provide a strategic overview of the global automotive digital assistant market, including key technologytrends and developments.

• To provide the penetration rate of the global automotive digital assistant market for 2018 and 2025.

• To provide profiles of key market participants.

• To furnish an analysis of the current and future addressable market, available opportunities, and detailedanalysis of use cases focusing on the automotive industry.

• To identify growth opportunities and companies to action pertaining to the automotive industry.Preview

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Key Questions this Study will Answer

Source: Frost & Sullivan

Which type of automotive digital assistant sees higher adoption in the global market?

How does the competitive landscape look like? What are the different strategies adopted by OEMs,Tier I suppliers, and security start-ups?

What are the current trends in the automotive digital assistant market?

What are the approaches automakers are adopting to include digital assistants in the vehicle?

What are the different business models adopted for vehicle voice suppliers and which one willgarner value in both the current and the future ecosystems?

What future trends are likely to be seen in the automotive digital assistants market?

What are the growth opportunities for OEMs and Tier I suppliers in the automotive digital assistantspace?

Automotive Digital Assistant Market: Key Questions, Global, 2018–2025

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Research Methodology

Source: Frost & Sullivan

Research Methodology: Frost & Sullivan’s research services are based on secondary and primary research data.

Secondary Research: Information is extracted from existing studies and project material within theFrost & Sullivan database. Data is also gathered from technical papers, specialised magazines, seminars, and Internet research.

Primary Research: More than 20 telephonic interviews were conducted by senior consultants/industry analysts with originalequipment suppliers, regulatory authorities, and Tier I suppliers. Primary research accounts for 80% of the total research.

Company

Amazon

Apple

Continental

Sensory

Google

Harman

IBM

Microsoft

Nuance

SoundHound

Company

Audi

BMW

Daimler

Ford

Honda

Hyundai

Tesla

Toyota

Volvo

Volkswagen

Automotive Digital Assistant Market: Key Participants, Global, 2018–2025

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Digital Assistants—An Overview

Source: Frost & Sullivan

Automotive Digital Assistant Market: Overview, Global, 2018–2025

New Entrants

Huawei XiaoyiBMW Intelligent personal assistant

Shift in Microsoft Approach

Virtual assistant solutionaccelerator; building customizeddigital assistants is Microsoft'snew conversational AI strategy.

Expanding Array of Digital

Assistant Services

Access, Authenticate,Personalize and Pay

Driver Companion

OEMs—Honda(HANA) andToyota(Yui)—are building omnipresentdigital assistants, capable ofrecognizing occupants mental statesand making recommendations

Tech Players’ Aftermarket Route

Anker's Roav Bolt device for Googleassistant

Echo Auto and Anker's Roav Viva forAmazon's Alexa on board

Personalization

In-house digital assistantwith ML/AI capabilities that

help it to store multipleprofiles and learn the

preferences of customers

Multimodal biometrics

Convergence of voicebiometrics and facialbiometrics for drivermonitoring systems

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Voice Recognition Integral Part of HMI

Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan

Automotive Digital Assistant Market: Voice

Recognition Integral Part of HMI, Global,

2018, 2020 and 2025 Market Implications

HM

I T

ec

hn

olo

gie

s P

en

etr

ati

on

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Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan

Key Observations

Pe

ne

tra

tio

n o

f E

mb

ed

ded

DA

in

Ca

rs W

orl

dw

ide (

%)

Embedded Digital Assistant Market Penetration

Automotive Digital Assistant Market: Embedded Digital Assistant Penetration Forecast, Global, 2018–2025

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Note: All figures are rounded. The base year is 2018. Source: Frost & Sullivan

Global Automotive Digital Assistant Market Penetration Forecast

Automotive Digital Assistant Market: Penetration Forecast, Global*, 2018 and 2025

X Million

Cars

X Million

Cars

*North America, Europe and China

Millio

n C

ars

Frost & Sullivan Analysis Preview

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Legal Disclaimer

Frost & Sullivan is not responsible for any incorrect information supplied to us by manufacturers or users. Quantitative market information is based primarily on interviews and therefore is subject to fluctuation. Frost & Sullivan research services are limited publications containing valuable market information provided to a select group of customers. Our customers acknowledge, when ordering or downloading, that Frost & Sullivan research services are for customers’ internal use and not for general publication or disclosure to third

parties. No part of this research service may be given, lent, resold or disclosed to noncustomers without written permission. Furthermore, no part may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the permission of the publisher.

For information regarding permission, write to:

Frost & Sullivan

3211 Scott Blvd., Suite 203

Santa Clara, CA 95054

© 2019 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property of Frost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan. Prev

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Acronyms

Source: Frost & Sullivan

4G and 5G 4th and 5th Generation (Internet connectivity)

ADAS Advanced Driver Assistance System

API Application Program Interface

eCall Emergency Call

HMI Human Machine Interface

LBS Location-based Services

OEMs Original Equipment Manufacturers

OTA Over the Air

POI Point of Interest

SOTA Update Software Over-the-air Update

UX User Experience Preview

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Market Engineering Methodology

One of Frost & Sullivan’s core deliverables is

its Market Engineering studies. They are based on our proprietary Market Engineering Methodology. This approach, developed across the 50 years of experience assessing global markets, applies engineering rigor to the often nebulous art of market forecasting and interpretation.

A detailed description of the methodology can be found here.

Source: Frost & Sullivan Prev

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