Based on interviews with major HMI players, primary research and independent analysis, this report is your strategic resource to overcoming the challenges to the commercialization of HMI. Uncover winning methods for bringing high quality, sales-driven and easy-to-use Human Machine Interface (HMI) technology to market quickly. Over 30 in-depth interviews! Receive exclusive strategy insight obtained from major OEMs around the world, including * Ford, * BMW * Fonix * Lexus, * Pioneer, * Nuance, * QNX, * Harman, * Visteon, * Microsoft, * Audi and many, many more. Find out how HMI impacts your bottom line, and drives sales. Luxury? Functional? Flashy? Intuitive? Customizable? Find out what OEMs and suppliers each believe are the selling features.

1. Human-Machine Interface
Technologies Report
Summary
Benchmark your market access strategy with leading industry
experts & rapidly introduce profitable HMI technologies
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www.telematicsupdate.com/hmi

2. About this report
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This Telematics Update report provides new insights into the emerging and dynamic market
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for automotive user interfaces (UIs), also known as human-machine interfaces (HMIs).
COMPLIMENTARY REPORT SUMMARY
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literature, carried out in-depth interviews with more than 30 experts in the U.S. and Europe, and
conducted a detailed online survey of some 75 users and decision makers. The result is a document
To compile this report, Dave McNamara, the author, and Telematics Update research staff studied the existing
that not only presents the most important data and describes the most influential trends in this sector, but also
outlines potential strategic responses.
The report identifies industry consensus around certain key topics, such as the attributes of a winning user interface,
as well as a few controversies, such as the role of the tier one supplier. A modified Delphi process was used to
What are the benefits of this report?
capture important dialogues around these divergent opinions; viewpoints were shared anonymously with a subset of
experts in a subsequent round of interviews. This helped hone the analysis of controversial topics and sharpen
market forecasts.
Brand new market and technical insight on voice, displays, gesture and more.
The report includes a market forecast of HMIs and key HMI components such as gesture, displays and voice. Market
data was expertly analysed, confirmed by several industry veterans, and adjusted according to the qualitative insight
obtained from the in-depth expert interviews.
and how their approach is changing.
Obtain market data, analysis and expert insight through to 2020.
Understand the major players and their HMI strategies, including: VW, Mercedes, BMW, Nissan,
Chrysler, Honda, Kia, Volvo and GM, as well as service providers such as Pandora, and solution
Learn how automotive OEMs manage the development and procurement of HMI technology,
and tool providers such as Fonix.
Receive real, in-depth case studies on the technology you asked for.*
Get advice on designing profitable partnerships.
Gain the critical, timely information that you need on leading displays, voice, disruptive input,
software, haptics technology and more.
Learn about what HMIs of 2015 will be, and why your HMIs can’t be left behind.
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* In a 2010 Telematics Update survey of information needs

3. Some key findings
1. Why HMI should be your priority
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74.0% of respondents listed easy-to-use/simple
12.3% of respondents listed safety
5.5% of respondents listed aesthetics/attractiveness
2.7% of respondents listed cost value
Consumer preferences do not fall neatly into decisive market segments. Therefore many developers start the
design processes seeking to address the majority preferences such as visual aesthetics, ease of use, integration
and customisation. Telematics Update research shows how leading companies have addressed consumer
preferences in the context of their brand.
interface needs and wants from the consumer perspective. Below are the most mentioned results –
“Ford SYNC has shown there is a demand for advanced UIs,” according to Jo Kennedy, President of Pandora. And,
according to Ford, SYNC has helped them sell more cars.
Interviewees for this report agree. Their customers crave new, advanced features, especially those related to entertainment.
In a 2010 survey conducted for this report, we asked professionals working in telematics to describe specific user
which differ significantly from the needs and wants of OEMs and suppliers.
2. What the OEMs need
Brand differentiation and the ability to market and sell cars are overwhelming reasons for OEMs to think
* Note: 73 survey respondents
that the user interface is strategic.
Other reasons for the importance of the user interface include:
safety (minimal distraction)
cost/value
customisation
quality/value added
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attractiveness
The attractiveness and overall aesthetic feel is associated with the brand, according to the experts interviewed. A
specific appearance—the look and feel of the user interface—is attributed to an OEM and becomes key to its brand.
The user interface is the all-important platform for customer satisfaction, brand differentiation, and the safe
introduction of new connectivity features.

4. Some more key findings
3.Criteria that defines an HMI leader
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1% Touchscreen 1% Inputs
Telematics Update's 2010 survey asked: What features define a leading HMI?
3% Outputs 47% Simple/easy-to-use/intuitive
3% Graphics
6% Safety
6% Display
7% Design/innovation
15% Controls
4. Models and processes for bringing HMIs to market on time and on budget
9% Voice
OEMs are getting more involved in the HMI development process.
Note: 73 survey respondents
Connected services come with the car: basic services are subsidized and premium services are
It takes three to four years for new technology to make its way into new cars and 12 years for the entire fleets to
be outfitted.
The vehicle is differentiated by the branded user interface: the UI is easy to use and attractive,
Taking an after market approach by provisioning cars with new features has a time-to-market advantage.
The new automotive business model is characterized by:
On-going opportunity to interact with the consumer: improved CRM with new on-going
opted-in and paid for
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which means more cars are sold
revenue, possibly through new apps stores, which fuels innovation and/or subsidizes services

5. Some more key findings
5. Quantifying the size of the HMI opportunity
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How big is the HMI opportunity (2013 Projections – non EV)
US economy fully recovered
The following graphic shows the overall user interface-related market size. In-depth market analysis and an
GNP in 3-5% range
explanation of the driving factors are discussed in detail in the report.
Auto elecs growth stable at 7-9%/yr
$173bn
ADAS infotainment
$100bn
HMI components
$1.5bn
Powertrain elecs
Chassis elecs
HMI content
Body elecs
about 1-2%
of ADAS/
6. Lessons from outside the industry
infotainment
total revenue
OEMs are learning from the CE Industry players such as Apple on how to be user-experience focused versus
Order your report today, and receive more in-depth information on bringing
developing task-centric user interfaces. Great user experiences are clearly defined by the iPhone and iPod,
according to the Telematics Update survey and expert interviews. How this translates well from the CE world to
winning HMI technologies to market on time and on budget.
the automotive world is still a subject of debate. Defining the user experience for the car means including
a wide range of features and functions, encompassing safety, infotainment, and now the use of
devices outside the car (remote control apps, for example).
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User interfaces are developing rapidly. State-of-the-art systems include input devices such as touchscreens and
gesture, while advancement in output technologies such as voice and display have ever-increasing performance.

6. Table of contents
COMPLIMENTARY REPORT SUMMARY
ORDER NOW! Publishing date: June 2010
Foreword Section 8. HMI technology case studies
8.1 Display technology
Executive Summary
8.1.1 LED backlighting
Section 1. Introduction and methodology 8.1.2 Automotive applications
8.1.3 Organic light emitting diode displays
Section 2. How OEMs use automotive HMIs as brand differentiators 8.1.4 Heads up displays
and how they impact the bottom line 8.1.5 New projection technology
2.1 The strategic importance of the HMI 8.1.6 Rear-seat entertainment
2.2 A taxonomy of the user interface 8.1.7 3D LCD
2.3 The attributes of a winning HMI
8.2 Voice technology
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Section 3. North American HMI market forecasts 8.2.1 Nuance
3.1 The macro-economic situation: Slow recovery 8.2.2 Embedded ViaVoice
3.2 Steady growth in ADAS and infotainment 8.2.3 Voicebox
3.3 UI growth areas 8.2.4 Microsoft
8.2.5 Fonix iSpeak
Section 4. HMI challenges and policy issues
8.2.6 Speak With Me
4.1 A summary of current regulation and the potential for
8.2.7 Will voice technology deliver?
additional government responses
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4.2 Distraction and UI design 8.3 Disruptive input technologies
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4.3 Security and privacy: New challenges 8.3.1 Surface capacitance
8.3.2 Projected capacitance
Section 5. Future technological growth areas in HMI 8.3.3 Mutual capacitance
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5.1 The user interface of the 2015 vehicle 8.3.4 Self-capacitance
5.2 Technology trends to watch 8.3.5 Capacitive touch in automotive applications
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8.3.6 Haptics (input and output)
Section 6. Key OEM industry players and their HMI strategies
8.3.7 Gesture in automotive systems
6.1 Ford: Leading with a signature HMI strategy and SYNC
6.2 VW/Audi: the leader in multimodal UI 8.4 The software ecoysystem
6.3 Honda: A leader in connected navigation 8.5 Winning UI implementations
6.4 BMW: A winner with iDrive 8.5.1 iPhone
6.5 Volvo: Leading with safety 8.5.2 Ford SYNC and Ford MyTouch
6.6 Mercedes: An Internet vision for infotainment and a 8.5.3 Audi A8
leader in ADAS apps 8.5.4 BMW 5-series
6.7 GM: Simplicity and safety 8.5.5 Range Rover
6.8 Toyota: Embracing the connected car 8.5.6 Volvo S60
6.9 Hyundai and Kia: Connected UIs for all 8.5.7 Aha Radio
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6.10 Chrysler: Re-thinking its connected car strategy 8.5.8 Pandora
6.11 Nissan: Revisiting the SUV
Section 9. Conclusions
Section 7. Winning HMI suppliers and their strategies
Section 10. Other information
7.1 The major players
Survey results
7.2 Telematics service providers: Enticing consumers to pay
Acronyms
for services
Acknowledgements
7.3 Tier twos: The solution and tool providers
Disclaimers
7.4 The winning HMI development process
About the author
7.5 Profitable partnerships
References