Snippets: Automotive Digital Cockpit

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An Analysis by DraupThese are the snippets from our report on Automotive Digital Cockpit andOpportunities for Technology Service Providers (TSP)Document is not intended to provide client specific advice.Copyright @2020 Draup. All rights reservedCLICK HERETo access the full reportCopyright 2020 Draup. All rights reservedSnippets: Automotive Digital Cockpit1

Draup empowers sales teams withcomprehensive industry, account &stakeholder intelligence to enablemicrotargetingwww.draup.comSource : DRAUP2

AGENDADigital Cockpit- Overview02Automotive Digital Cockpit Landscape03Cross Industry Collaborations04Service Providers OpportunitiesTopics Covered:ooooooooooMarket OverviewKey TrendsOEM Collaborations and Focus SegmentsTech Giants and Start – ups EcosystemVendor Analysis - OverviewEvolution of Digital CockpitAutomotive Digital Cockpit LandscapeCross Industry CollaborationsStart-ups EcosystemKey Vendor Engagements AnalysisTopics covered only in the Snippets ReportCopyright 2020 Draup. All rights reserved01Topics covered only in the Full Report3

Overview: Auto electronics vendors are redefining their HMI offerings with the increasing penetration ofdigital cockpitsAutomotive Digital CockpitGlobal Automotive Cockpit Electronics MarketA digital cockpit is a digital screen in place of a traditional instrument cluster providing adigital experience within a car covering multiple screens, digital assistants and differentmeans of input.55.134.4Market size inUSD BillionThe digital cockpit makes the driving experience safer as it provides a platform wherethe front, rear and side cameras and sensors (used when changing lanes, parking orreversing) can warn drivers of any hazards.20152020A computer-augmented transparent display to present information, dataor other visual elements to a user's focal viewpoint.Key PlayersMirror Replacement Vision SystemProvide a front/back HD camera and display system instead of physicalside and rear-view mirrorsInfotainment & Head UnitIn-car entertainment or in-vehicle infotainment is a collection ofhardware and software in automobiles to provide audio or videoentertainment.Control DisplayEnables control of other features such as air conditioning.Copyright 2020 Draup. All rights reservedHeads Up DisplayDigital ClusterSet of instrumentation including speedometer that is displayed with adigital readout gauge.Note: Analysis is based on the DRAUP’s proprietary database, updated in Jan, 2019NOTE: These key players occupies more than 50% of thetotal market share4

Key Trends: Haptic feedback and speech recognition are highly focused features that are being integratedinto first gen Digital cockpitCurrent TechnologySamsung's (SSNLF) Harman unit unveils a dual-display system that personalize its settings with theInfotainment andNavigationhelp of a paired smartphone. Future Focus electronically controlledSamsung’s Digital cockpit platform combines 5G technology and an IoT platform to support aconnected lifestyle without compromising safety or performance while on-the-go vehicle mechanismHeads - up displayQualcomm demoed an LG Electronics system to put the instrument cluster and main infotainment Expected market value (2023) - USD4.71 billion Expected CAGR (2023)- 29.91% Reducing tailpipe emissions Improving functionality ofsystem on a common 30-inch display, while also delivering content to rear displays built into a car'sseats the braking system,Digital ClusterVolkswagen and Cinemo via Volkswagen’s media control app for iOS or Android to integrate newGermanyUS South KoreaChinaJapanKey Driving FactorsMarket TrendsIncreasing introduction of holographic display Inclusion of haptic feedback systemswithin vehicle infotainment systemBrazil Increase in awareness about passengerand vehicle safetyDigitalization - an enhancement to the Rapid electrification of vehiclesvehicle interiors and a USP for OEMs Falling prices of LCD/TFT Display willConnected vehicle technology & IoTAPAC - 34% of the total market share in 2017Projected - CAGR of over 8% during the forecast periodChina - largest contributor in the APAC marketNote: Analysis is based on the DRAUP’s proprietary database, updated in Jan 2019Note: The above insights are curated from news articles, journals and other similar sourcesgives economy of scale benefits throttle control. Cloud Computing for cars Digital Cockpit platformwith 5G technology and anIoT platform to support aIncreasing demand for connectedvehicles steering control, and Expected Market value (2025) - USD6.60 Billioninfotainment content and features into the latest TouaregAutomotive Cockpit Electronics Market KeyCountriesIntroduction ofconnected lifestyle Next five years will see alot of action in the humanmachine interface andcreation of servicesplatform in cloudCopyright 2020 Draup. All rights reserved Expected CAGR (2014 to 2020) 12.0% Expected estimated value (2020) USD 61.5 billion.Rapid Rise In Automotive Industry5

OEM Collaborations: NVIDIA and Bosch are major go-to market partners for deploying digital cockpit solutionsKey Partners :Services: Generation of driver-assistancetechnology(ADAS)Models Volkswagen Jetta Volkswagen Golf RKey Partners :Services: MMI infotainment system replaces theinstrument cluster that can display everythingfrom a digital speedometer to Google Mapssatellite images.Models Audi A4,Audi A3Services: Formation of next-gen digital dashboardsModels Mercedes-Benz A-Class Mercedes-Benz E-ClassKey Partners :Services: Infinity instrument cluster Touchscreen Infotainment systemModels Renault CapturKey Partners :Services: Virtual Cockpit of programmable and digitalinstrument panel along with high-definitionelectronic displayModels Skoda Octavia Skoda Superb & KodiaqKey Partners :Services: Intelligent Personal Cockpit - voicerecognition, audio control via an artificialintelligence system, and Internet of ThingsServices: Digital Instrument Cluster configurable layoutwith multiple styles of displaysModels Ford MustangKey Partners :Services: Glass Cockpit System Interfacing navigation displays with alarmsand options such as Autopilot and JoystickDrivingModels Volvo XC90Note: Analysis is based on the DRAUP’s proprietary database, updated in Jan, 2019Services: Infinity instrument cluster Touchscreen Infotainment systemModels Tesla Model S Tesla Model XKey Partners :Services: Android-based Auto infotainment system Apple’s rival product, CarPlayModels Chevrolet MalibuCopyright 2020 Draup. All rights reservedServices: BMW Operating System 7.0 display Replacement of BMW iDrive Controller Advanced touch and audio gesture controlModels BMW 8 Series, BMW X5Key Partners :6

As vehicle dashboards are crowded with more digital Electronic Control Units or ECUs, OEMs will partnerwith specific cockpit solution providers for each model to offer unique solutionsFocus SegmentsDeveloped Infotainment system - MBUXNVIDIA DRIVE CX is a hardware and software solution that enables advanced graphicsand computer vision for navigation, infotainment, digital instrument clusters, anddriver monitoring.Development of SmartCore Cockpit Domain Controller. Phoenix Infotainment system. Augmented Reality Head-Up Display Continental created AR-Head-up Display technologyHybrid Instrument Cluster.MultiViu Professional 12 TFT display. Panasonic launched SPYDR 2.0 a single brain cockpit domain controller solutionfeaturing a Driver Monitoring System (DMS) with Head-Up Display (HUD)Integration.Features 3D Touch panel that combines multi touch panel with gesture recognitionover the touch panel.Panasonics smart mirror technology adjusts the image according to the mirror tilting. Samsung’s Bixby voice assistant - control functions for moving the QLED displaycontrol each and every feature of the cockpit by a set of recognizable voicecommands.Center displays and infotainment.Advanced driver assist systems (ADAS) Design Holistic human machine interface (HMI)technology and cameras. The digital cockpit enables a highly immersive digital driver experience bydesigning - HMI for digital instrument, IVI (in-vehicle infotainment and rearseat entertainment systems. DENSO developed various HMI products, such as instrument clusters, carnavigation systems and head-up displays that contribute to the safety and theconvenience of automobiles.DENSO and Intel provide a highly functional, virtual cockpit including a safetycertified digital instrument cluster that will be the new gold standard in theautomotive industry.Launched Curved instrument cluster. OEMNote: Analysis is based on the DRAUP’s proprietary database, updated in Jan, 2019 Copyright 2020 Draup. All rights reserved 7

Tech-giants, Start-ups and Service providers – OverviewKey Start-ups Intel manufactures specialized SoCs with optimized powerefficient processing which supports all the latest AndroidSoftware Security features Google offers voice-controlled Google Assistant, GooglePlay Store, Google Maps and other Google servicesthrough its infotainment and connected solutionssegment Microsoft through its cloud backed connected VehiclePlatform supports end user with personalized userexperience inside the car along with the support ofCortana(Microsoft Assistant) The Car Play is a major contribution from Apple in theconnected car space. Most of the car play features can beaccessed using Siri (Apple’s Digital assistant) The AWS Solutions offer OEM/Tier1 supplier a secureconnection between Vehicle IoT to AWS cloud along withmanaging the underlying infrastructure operations Rightware offers tools and services for development ofadvanced digital user interfaces. HUDWAY offers application and accessories that helpsdrivers in navigation by looking at their windshield. Mapillary offers maps with street level imagery. It collectsthe map data through crowdsourcing. Drust offers a personalized user experience through amobile app called AKOLYT. The community-based appfeatures real-time guidance for improving driving skills andmanaging car condition. Gestigon offers software packages that interprets usergestures and behaviour while driving with a focus toenhance user experience in the connected carenvironmentNote: Analysis is based on the DRAUP’s proprietary database, updated in Jan, 2019Key Service Providers Heads-up display and DriverInformation Systems Android based auto apps Reusable HMI frameworks ECU Hardware & Software Design Smartphone integration HMI/User interface Personalization Audio/ Video/ Speech multimediacodecs Tata Elxsi Open IVI SoftwarePlatform Middleware support Voice Recognition and acoustictechnologiesCopyright 2020 Draup. All rights reservedTech Giants8

Tech-Giants: Integration of personalized settings, android features and voice enabled navigation are key solutionthat trigger partnershipsPartnershipKey ActivitiesPersonalizedSettingsThis Strategic partnership helps LG to utilize Microsoft 'Azure cloud and Artificial Intelligence (AI)technologies to grow its Autonomous Vehicle & Infotainment business.LG incorporates Microsoft's Virtual Assistant Solution accelerator in it's infotainment systems.Personalized SettingsVolkswagen had partnered with Microsoft to develop its own Cloud to enhance its digital and mobilityofferings . This Automotive cloud provides the consumers a personalized settings in making calls,personalized music list, Calendar appointments etc Google ServicesAccessThis Partnership, helps Renault Nissan Mitsubishi Customers to access Google’s maps, app store and voiceassistant from their vehicle’s dashboardsNative Android AutoSystemVolvo had partnered Google to help in the build its native android system. This is expected to be releasedin 2020 Volvo model carsNavigationVoice AssistantAmazon Alexa and HERE are working together to integrate Alexa with HERE’s in vehicle navigationsoftware. Consumers using HERE Navigation On-Demand can experience the intuitive virtual assistant.NavigationVoice AssistantTelenav and Alexa partners to bring a voice conversational interface for in car navigation .The drivers canhave hands-free access to the in-vehicle connected navigation system and also can get help from Alexaregarding traffic and directions information.Integrated DigitalCockpitIntel and Luxoft partners to build an Integrated Digital Cockpit computer reference platform.This platform allows flexible integration of third party applications.Note: Analysis is based on the DRAUP’s proprietary database, updated in Jan, 2019Copyright 2020 Draup. All rights reservedUse-Cases9

Service Providers: Embedded Testing is the highly outsourced segment in Automotive Digital Cockpit394000 – 5000Active Outsourcing PartnersWorkforce split acrossOutsourcing PartnersTop Outsourcing Partners Barcelona Area, SpainBengaluru Area, IndiaBraunschweig Area, GermanyBucharest, RomaniaChennai Area, IndiaGothenburg, SwedenGreater Atlanta Area, United StatesMexico City Area, MexicoShanghai Area, ChinaSodertalje, SwedenStuttgart Area, GermanyUlm Area, GermanyDistrict Mlada Boleslav, CzechiaKey Provider Locations Barcelona Area, SpainBengaluru Area, IndiaBerlin Area, GermanyBirmingham, United KingdomBrasov County, RomaniaChennai Area, IndiaGothenburg, SwedenGreater Atlanta Area, United StatesNanjing, ChinaNational Capital Region, IndiaNurnberg Area, GermanyParis Area, FrancePrague, CzechiaStockholm, SwedenNote - Above analysis is based on the DRAUP’s proprietary Outsourcing module, updated in January, 2019.Outsourcing Intensity by Sub thers1%Copyright 2020 Draup. All rights reservedKey Buying Locations10

About DraupDRAUP Capabilities & Data PERLOCATIONINTELLIGENCESTRATEGIC &TACTICALSIGNALSExploreAccounts,Executives, R&DLocations andEcosystemInsightsR&D CENTREANALYSISDIGITALINTENTIONSDIGITAL ROIMAPPERDIGITAL USECASE LIBRARY240,000 3,000 300,000 COMPANIES ANALYSEDDATA SOURCESDAILY SIGNALS ANALYSED1.2 M 2,400 2,500 CURATED GLOBAL EXECUTIVESUNIQUE ATTRIBUTES ANALYZEDGLOBAL’ LOCATIONS3,000 33INDUSTRIESTECHNOLOGY SERVICE PROVIDERS’PARTNERSHIPS ANALYSED1,300 BRAINDESK REPORTSCLICK HERECLICK HERETo access the full reportTo access our whitepapers librarySend your requests to info@Draup.com to receive the Full Report15Source: Draup

12Copyright 2020 Draup. All rights reserved

BMW Operating System 7.0 display Replacement of BMW iDrive Controller Advanced touch and audio gesture control Models BMW 8 Series, BMW X5 Services: . This Strategic partnership helps LG to utilize Microsoft 'Azure cloud and Artificial Intelligence (AI)

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