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From The Connected Car To The
Managed Car
YORAM BERHOLTZ
DIRECTOR, MARKET ADOPTION
RED BEND SOFTWARE
The Fully Networked Car
Geneva, 2-3 March 2011
Who is Red Bend Software?
o Global Leader in Mobile
Software Management (MSM)
o Mass-Market Adoption
• From zero to 1 Billion Red
Bend-Enabled mobile
devices in 5 years
o Market Leadership
• 71% market share
o Broad Appeal
• 730 device models
The Fully Networked Car
Geneva, 2-3 March 2011
Share of FOTA Phone
Shipments
Others
6%
Innopath
16%
HP 7%
Red Bend
71%
Source: OVUM MDM Study, June 2010
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Agenda
o Changes in the automotive industry
o Need for an In-Vehicle Infotainment (IVI)
o
o
o
o
Platform
Lessons from the mobile phone industry
Security constraints
How an IVI system should look
Summary
The Fully Networked Car
Geneva, 2-3 March 2011
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Changes in the Automotive Industry
o Knowledge and skills
• Hardware/Software configuration
as a way to deliver a better user
experience
o Customer relationship
• Tightening the relationship with
the consumer
o New business opportunity
• IVI screen as real estate, Pay As
You Drive (PAYD) and other
innovative business models
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The Fully Networked Car
Geneva, 2-3 March 2011
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Changes in the Automotive Industry (cont.)
o Regulation and safety
• Harness the IVI to improve
car safety
o Environmental impact
• Power management,
centralized computing can
reduce weight
o Software utilization
• The requirements of an IVI
platform are so diverse, no
single OS can meet them
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The Fully Networked Car
Geneva, 2-3 March 2011
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The Need for an In-Vehicle
Infotainment (IVI) Platform
o From the manufacturer’s perspective
• Fully networked cars provide better user experience
• Creates opportunity for additional revenues
• Reduce cost and complexity
• Better differentiation
• A greener car
o From the driver’s perspective
• Better and safer driving environment
• “In-flight” passenger driving experience
• Ability to integrate the 3rd screen (mobile) with the
forth screen (IVI)
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The Fully Networked Car
Geneva, 2-3 March 2011
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Lessons From The Mobile Industry
o Shift in design requirements
• Moving from hardware driven to
software driven platform
o Connectivity
• Bandwidth optimization and
management
o Upgradability
• Over-the-air software lifecycle
management
o Business intelligence
• Analytic and diagnostic agents
o Security
• Open or closed platform approach
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The Fully Networked Car
Geneva, 2-3 March 2011
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Security Challenges
o Application security
o Applications that can harm the
safety regulation
o Platform security
o Isolation between the
embedded systems and the
open OS
o Connectivity
o The communication and
management channel between
the network and the car
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The Fully Networked Car
Geneva, 2-3 March 2011
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How an IVI System Should Look – The
Managed Car
The Fully Networked Car
Geneva, 2-3 March 2011
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How an IVI System Should Look – The
Managed Car
o A real-time virtualization solution
 Manage multiple virtual machines (VMs)
running different software stacks in
parallel and utilizing the same
hardware
o A management virtual machine
 Ability to update all VMs, control
configuration of software running on all
VMs, monitor performance and usage
characteristics of software running on
all VMs
o A software management center
• Provides a comprehensive interface
to all deployed vehicles
The Fully Networked Car
Geneva, 2-3 March 2011
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Summary
o The connected car is changing the automotive industry
o The automotive value chain must ensure it has the
necessary management capabilities to enable the next
generation of in-vehicle services
o The manufacturer is able to build a completely new
relationship with its customers based on managing the
software and application lifecycle
o By applying a Mobile Software Management-enabled
virtualization platform, the automotive manufacturer can
achieve complete design freedom
You can download the whitepaper about the managed car in :
www.redbend.com
The Fully Networked Car
Geneva, 2-3 March 2011
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The Leader in
 Mobile Software Management
 Firmware Updates
 Device Management
 Mobile Virtualization
The Fully Networked Car
Geneva, 2-3 March 2011
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