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Let’s All build a MarketPlace !<br />

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QUICK OVERVIEW<br />Part 1: Opening suggestions<br />Part 2: Fundamentals of a telematics OS and MarketPlace<br />Part 3: How to build a telematics MarketPlace<br />Part 4: Reality check<br />

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3<br />TELEMATICS BASIC MODEL HAS NOT EVOLVED MUCH SINCE 2000<br /><ul><li> Many channels to market

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Complex ecosystem

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No interoperability

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Firmware based</li></ul>ASP<br />TSP<br />Map<br />Network<br />SIM<br />Brands<br />OEM<br />Integrators<br />Live Content<br />Reporting<br />Resellers<br />

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4<br />MARKET AND SERVICES ARE MATURING SLOWLY<br />Source: Licht Associates<br />

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5<br />BUT THE DEMAND IS STILL EVOLVING RAPIDLY<br /><ul><li> Benefits understood by the users

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MRM business case made

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Demand is more complex

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Multiple applications

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New actors types

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New devices

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New verticals

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Regional requirements

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New applications merging the MRM and consumer markets</li></ul>Large screens overselling small ones<br />OBD widely required<br />Live traffic, speed limit alertsnow competitive advantagesin dispatch<br />

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6<br />THE BATTLE IS ON FEATURE SET INTEGRATION, SPEED AND QoS, NOT JUST COST<br />$ UI <br />$ Features<br />$ Speed<br />$ QoS<br />“Hardware agnostic” solutions don’t exist!<br />

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7<br />WE ARE STILL LIVING IN THE PRE- iOS ERA <br />Do you recognise this pattern?<br />Service provision model breaks/ changes<br />Volume growth<br />Services multiply<br />Complexity emerges<br />Value understood<br />Brand education push<br />Hardware cost fall<br />OS model<br />

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8<br />WITH TELEMATICS, THE LACK OF OSIS FELT THROUGHOUT THE VALUE CHAIN<br />OEM<br />LEASING<br />FLEET<br />DRIVER<br />Trafficspeedcam…<br />Each Driver has different needs<br />Task Management…<br />??<br />No visibility on the Fleet’s need<br />Assets Management<br />…<br />??<br />No visibility on the Leasing app<br />??<br />Diagnostics<br />Safety…<br />OEM specific priorities<br />

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9<br />SMARTPHONE STYLE SERVICE PROVISION CAN’T WORK NOW IN TELEMATICS<br /><ul><li> Too many devices & no platforms

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Complexity not well supported in firmware environment

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Calculation and data manipulation cannot be scaled on the embedded side

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Web-based platform not ideal today because of high bandwidth cost</li></li></ul><li>QUICK OVERVIEW<br />Part 1: Opening suggestions<br />Part 2: Fundamentals of a telematics OS and MarketPlace<br />Part 3: How to build a telematics MarketPlace<br />Part 4: Reality check<br />

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11<br />HOW TO BUILD AN OPEN TELEMATICS OPERATING SYSTEM<br />Requirements:<br /><ul><li> Availability on a range of form factors

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Multitasking between every services installed

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In-car usage / adapted UI

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Integration of each application with the navigation engine

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Adaptation/ localization…

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Built-in resistance to bugs and viruses</li></ul>Barriers:<br /><ul><li> CPU speed / BOM cost

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No carrier support/ low ARPU</li></ul>How many apps are running here?<br />

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12<br />AN OPEN TELEMATICS OSNEEDS TO BE AN APPLICATION ENABLER<br /><ul><li> High Level APIs</li></ul>Remote diagnostic<br />DriverProfiling<br />Text toSpeech<br />Push Messaging<br />Navigation<br />Tracking<br />ScreenShareengine<br />OBD Library<br />Power management<br />Optimisedwirelessprotocols<br />Low level interface: GPS, GPRS accelero, battery,CAN, OBD… <br />Memory management<br /><ul><li> Flexible intercommunicatingcore components</li></ul>BUT MORE THAN THAT…<br />

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13<br />AN OPEN TELEMATICS OS<br />NEEDS A LINUX KERNEL<br />The OTOS needs: <br /><ul><li> The friendly environmentof Windows CE

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Drivers

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SDK

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Flexibility of Linux

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License free

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Compatibility with numerous VM</li></ul>CORE<br />&<br />eCall Black Box<br />Black Box<br />Smart screen<br />Dongle<br />PND<br />PND 2<br />BUT MORE THAN THAT…<br />

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14<br />Navigation<br />AN OPEN TELEMATICS OSNEEDS TO INCLUDE A NAVIGATION ENGINE<br />Rendering<br />Routing<br />GUI<br />Embedded DB<br />Announcement manager<br />Remote diagnostic<br />DriverProfiling<br />Text toSpeech<br />Push Messaging<br />Navigation<br />Tracking<br />ScreenShareengine<br />OBD Library<br />Dynamic Navigation Engine<br />Power management<br />Optimisedwirelessprotocols<br />Low level interface: GPS, GPRS accelero, battery,CAN, OBD… <br />Memory management<br />The Nav engine interact also with all the other embedded applications<br />BUT MORE THAN THAT…<br />

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15<br />AN OPEN TELEMATICS OSNEEDS TO BE A LOT MORE<br />Driver Profiling<br /><ul><li> Open on top and at the bottom

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Multi applications

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Performance

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Reliable

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Hardware agnostics

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Built from the ground up with telematics in mind</li></ul>CORE<br />

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16<br />MOBILE DEVICES PROVIDES AN OPEN OPERATING <br />SYSTEM FOR THE TELEMATICS INDUSTRY<br />We offer Telematics Service Providers the simplicity enjoyed by Consumer Electronics players<br />PC & SmartPhones<br />Telematics Today<br />Telematics with <br />Morpheus3 <br />

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17<br />THERE MIGHT STILL BE A VALUE TO FIRMWARE<br />BUT FOR HOW LONG?<br /><ul><li> Still the best approach if: Simple solution, one App, No update, Slow evolution

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C++ control Vs. Java’s flexibility

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Configuration tool : Ready Mix Pancake

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The OS approach is not an alternative, it opens up more choices:

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Advanced config tool to tune only the events

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Ability to use a 3rd party developer

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Brand or distribute an already-integrated app

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Create your own solution from starch!

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…. Or start with one choice and evolve!</li></li></ul><li>18<br />MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS<br />- Services are now provided by specialist companies: live traffic, driver profiling, scheduling/ optimization…<br />- Application sets need to adapt to geographical markets as well as verticals<br />

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19<br />MARKETPLACE MODEL: THE BEST WAY FORWARD FOR TELEMATICS<br /> - Screen based apps must be native: <br />the service comes to the driver <br />to maximize relevance and limit distraction<br /> - Screen based solutions are becoming pervasive and crossing over the consumer/ MRM words<br />

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QUICK OVERVIEW<br />Part 1: Opening suggestions<br />Part 2: Fundamentals of a Telematics OS and MarketPlace<br />Part 3: How to build a telematics MarketPlace<br />Part 4: Reality check<br />

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21<br />THE PILLARS OF A TELEMATICS MARKETPLACE<br />Developers have access to a full SDK to build applications on the devices and change its settings<br />All devices run on the same Operating System: Morpheus3 OS<br />Smart communication protocols handle all the services at once while restraining the bandwidth used <br />

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22<br />BASIC FUNCTIONS<br />Live Content <br />& Maps<br />Providers<br />Resellers<br />TSPWhiteLabel<br />MarketPlace<br />Customer specific solution<br />Vertical specific application providers<br />TSP<br />Backend software providers<br />Integrators<br />TSP<br />

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23<br />TELEMATICS MARKETPLACEBENEFITS<br /><ul><li> Integrators and distributors come to find the latest and best in Telematics applications and content

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Control the device through API Libraries

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Control the communication gateway side through REST APIs

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Control data plan’s cost through optimised Wireless Telematics Protocol

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No joint ownership or shared IP between the MarketPlace and the TSP</li></ul>=> REDUCED TIME TO MARKET<br />

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24<br />CASE STUDY 1: RESPOND TO THE FEDERAL MANDATE ON ELECTRONIC ONBOARD RECORDERS (EOBRS)<br /><ul><li>Hours of Service solution needed for all commercial vehicles

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All size fleets now looking for more integrated and comprehensive solutions

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MRM companies often don’t have the infrastructure, R&D resources and sales processes to provide for evolving solution</li></ul>Source: Licht Associates<br />

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25<br />CREATING A SOLUTION FOR HOS<br /><ul><li> Use OS based devices

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Install a basic set of services

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ASP build specific solutions on open SDK

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White label solutions available to upgrade the basic service set

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Already installed devices can be updated OTA</li></ul>Resellers<br />TSP<br />TSP<br />Integrators<br />TSP<br />

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26<br />THE SERVICE SET BECOMES TARGET SPECIFIC <br /> The service pack is made of:<br /><ul><li> Navigation

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Live Traffic

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Track and Trace

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Hours of Service

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Messaging

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Task management

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Signature recognition

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E-call and B Call alerts</li></li></ul><li>29<br />CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE EVOLVE<br /><ul><li> Navigation

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Real-time speed camera alert

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Local search (Yellow Pages)

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Real-time parking place availability

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Real-time fuel price

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Real-time weather forecast</li></li></ul><li>29<br />CASE STUDY 2: MAKE YOUR CONSUMER PACKAGE EVOLVE<br /><ul><li> Multitask: Get alerts whatever app you are on

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Shipped first with 5 services

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Weather application pushed OTA to all devices in June

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Now added MyLive Traffic, night mode, lane guidance… </li></li></ul><li>QUICK OVERVIEW<br />Part 1: Opening suggestions<br />Part 2: Fundamentals of a Telematics OS and MarketPlace<br />Part 3: How to build a telematics MarketPlace<br />Part 4: Reality check<br />

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31<br />REALITY CHECK<br /><ul><li> Numbers will never compare to SmartPhones

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How many apps do we need in a car?

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Regulations around the world

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Who is actually developing

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Who publishes on the marketplace today?

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A business case for 3rd party developers?

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Who is calling the shot on service sets

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How will a MarketPlace for Telematics stand out?</li></li></ul><li>32<br />Consumer services available today<br />(*) Distributed app. means that Mobile Devices can include this application in its quotation – Upon final agreement of the provider<br />

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33<br />Services available in the MarketPlace tomorrow<br />

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34<br />DO THE SAME TODAY!<br /><ul><li> You should build a Telematics MarketPlace too!

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Build an Open Telematics OS (instructions above)

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Train the TSP with your SDK

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Build OS based black boxes for less than $100

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Build screens that run unlimited number of apps for less than $400

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Or chose to focus on your core business!</li></li></ul><li>THE GENERIC TELEMATICS PLATFORM<br />EXISTS TODAY<br />Thank you !<br />© 2010 Mobile Devices. All rights reserved.<br />