Transcript ASW_BU_presentation_long_2010

EB Automotive Software
Overview
Copyright Elektrobit (EB) 2010 / Company confidential
Agenda
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EB in a Nutshell
How can we make money within EB and Europe with commodity software
How to find the right Resources
Continuous Innovation
How to overcome the limited appetite for Investment within Europe
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 2
EB (Elektrobit) Overview
• EB’s customers are the leading companies
in the automotive and wireless markets
• EB provides demanding embedded software
and hardware solutions
• EB’s technical core competences are:
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Automotive-grade software
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Wireless technologies and solutions
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System and software architectures
• Net sales of MEUR 154 in 2009
• Listed on OMX Nordic Exchange Helsinki
• Approximately 1600 employees in 7 countries, 3
continents
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17. Juli 2015, Slide 3
EB Automotive Software
Figures
• Software products and services for
Electronic Control Units,
Infotainment and
Driver Assistance
• Net Sales in 2009: MEUR 61,5
• Employees: ~700 (end of 2009)
2003
2004
2005
2006
2007
2008
2009
Netsales
CAGR: 26%
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17. Juli 2015, Slide 4
EB Automotive Software
Global Presence
USA:
Novi (Detroit),
Bothell (Seattle)
France:
Paris
Germany:
Erlangen, Munich,
Gaimersheim (Ingolstadt),
Böblingen (Stuttgart),
Braunschweig (Wolfsburg)
Austria:
Vienna
China:
Beijing,
Shanghai
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17. Juli 2015, Slide 5
Japan:
Tokyo
Current State in Automotive Industry –
Complexity, Cost & Quality Challenges
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The amount of electronics in cars is increasing steadily
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Within the car electronics, the amount of software is expanding rapidly
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The classical software issues have emerged – scalability, performance, reusability, maintainability and management of software versions constitute a
worsening cost and quality problem
Copyright EB 2007
www.elektrobit.com, 17 July 2015, Slide 6
EB Automotive Software Offering
SOP support, service, maintenance
 Electronic Control Units (ECU)
Body Control, Chassis, Powertrain
ADAS and Navi Configuration
(EB Assist ADTF)
ECU Configuration and Validation (EB tresos®)
Human Machine
Interface
Function
Software
Infotainment
Configuration
HMI Model and Framework (EB GUIDE)
Application
Module 1
Application
Module 2
Driver
Assistance
Application
Module 3
Map Interface
…
Navigation
(EB street
director)
Application
Module n
…
Framework
Configuration and
Development Tools
Driver Assistance and Infotainment 
Built-in Systems, Consumer Devices
Infotainment Suite
Middleware,
Real-time
Operating Systems
AUTOSAR, OSEK (EB tresos AutoCore/OsekCore)
Networking
FlexRay, CAN, LIN Config and Protocols (EB tresos®)
Hardware
HW1
Linux
HW2
…
WinCE
QNX
MOST, TCP/IP
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HWn
█ Customer █ EB Software █ e.solutions █ 3rd Party
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 7
Money is not in commodity software,
but in generating commodity software
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Commodity software vs. commodity
hardware (e.g. screws)
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Commodity requires standardization
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something not standardized will be too
expensive
AUTOSAR BSW may become commodity
in the future
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Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 8
expected to simply work
not competitive if manufactured
equipment to produce may be competitive
ability to generate high quality BSW will not
be commodity
tools will become more important than BSW
Unification is coming (see illustration on next
slide)
The industry will move to 100%
AUTOSAR in the next five years
BMW specific
*) year of introduction to mass production
16%
Compatibility
Modules
BMW specific
77%
28%
AUTOSAR
Other Std.
8%
Source: BMW, in Hanser
Automotive 3-4/2010
AUTOSAR
100%
not covered
basic functions
located above
the RTE
56%
AUTOSAR
15%
2008*
2011*
Copyright EB 2007
www.elektrobit.com, 17 July 2015, Slide 9
2015*
Currently, AUTOSAR experts are rare.
Efficient education is urgently needed.
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Today, expertise is with those who need the
experts
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Market demand for AUTOSAR experts is hardly
recognized
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Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 10
Only few colleges have AUTOSAR in their curricula
Automotive suppliers are not fully aware of the
demand
Joint training activities of all players seem
reasonable
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Internal training programs are the main way of
education
These trainings are already offered to users as well
Bring OEMs, Tier1s, micro suppliers and experts
together
Quick AUTOSAR adaptation is a competitive
advantage.
Trend: limited R&D investment and
willingness to take risks
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 11
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R&D budgets in the European
automotive industry are still limited.
Customers move risks to their suppliers.
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All suppliers throughout the value chain
are requested to pre-finance R&D costs
to significant.
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More R&D investments need to
allocated to production volumes
(payment per shipped car/device).
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With an average of 3 years development
time the ROI will take up to 5 years with
significant risks and financing costs for
the supplier.
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Only few financially well equipped
companies can bear these investments.
Trend: Seamless Consumer Device
Integration
Copyright Elektrobit (EB) 2010, Company confidential
www.elektrobit.com, 17.07.2015, Slide 12
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With the growing adaption of Digital
Media Players and Smartphones the
seamless integration of these devices
with the car becoming an increasingly
important topic for consumers.
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While this has been driven previously
from European Automotive OEMs and
handset manufacturers now the
smartphone innovation happens in the
US . Ford Sync is a good example for
smart approaches to the device
interaction with the car.
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EU car industry needs to drive this topic
again. In our opinion CE4A alone is not
sufficient.