Australias Emerging Telematics Industry Integrating Globally in a Digital World 13th World Electroni

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Australias Emerging Telematics Industry -
Integrating Globally in a Digital World13th
World Electronics ForumIsrael

• Angus M Robinson
• Chief Executive, AEEMA
• November 2007

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Todays Agenda

• The Digital Revolution CES 2007 perspective
• Australias Electronics Industry Action Agenda
• Integrating globally
• Australias Emerging Telematics Industry
• Industry Consolidation

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The Networked Consumer CES, Las Vegas,
January 2007

• What defined the 2007 International CES is that
  it is all about the new convergence the
  convergence of content, services and products
• Gary Shapiro, the President and Chief Executive
  of the Consumer Electronics Association
• Its the networked consumer
• John Chambers, CEO, CISCO Systems

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More From John Chambers, CISCOCES, Las Vegas,
January 2007

• The networked consumer heralded the evolution
  of a new operating paradigm the human network
  with people subscribing to people.
• Once video is married to voice, data and
  mobility, the way we work, live and communicate
  will change.
• Such an environment would provide new revenue
  streams for content providers and device
  manufacturers to innovate and add value on top of
  the network.

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Connected Delivered Services,Networked
Consumer
Automobile
IP
Mobile
PSTN
PBX
IP Centrex
IP-PBX
Main Office 1
Mobile Worker
Home
Remote Office
Main Office 2
Source Telstra Corporation
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Automotive telematics - consumer
applicationsAlways on-line, real time
information anytime, anywhere
Infotainment

• Revenue Sources
• Hardware
• Software
• Subscription

Other Services
STB Digital TV Digital Radio DVD
Movies CD MP3 Games Music downloads
Concierge services Restaurants locations Parking
locations Hotel locations Weather and
Traffic Tourist Info Auto Assist Location based
services
World Wide web Portal E-mail SMS Bluetooth WiFi V
oice Control
Mobile Commerce Book and Purchase Movie
tickets Theatre tickets Gaming Toll payments
Digital Pictures Picture Messaging
Tracking Remote Door unlock Stolen car
disable Diagnostic monitoring Crash detection
Safety Security
Voice Portal
Navigation
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Australian electronics industry development

• Electronics Industry Action Agenda is focusing on
• a unified industry
• a shared vision
• commercialisation of RD
• industry clustering
• an export focus
• Branding under Branding Australia

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Efforts made/making to enhance value
Added Value
PRODUCT REALISATION CENTRE
RD/Innovation Centre
Global Logistic Centre
Higher Added-value and Lower Replacement
Standardization
Brand
Innovation
Marketing
Value Creation
RD
Logistic
Design
Assembly
Manufacture
Value-added Chain
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Electronics Industry Action Agenda - key
realisations

• Electronics other ICTs are pervasive, enabling,
  transforming horizontal
• These technologies enable a whole suite of
  vertical industry sectors such as defence,
  automotive, mining, telecommunications etc
• Several of these sectors offered substantial
  opportunities for domestic industry development
  as well as serving new overseas markets,
  particularly in the Greater China Region and the
  USA

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Australia - Greater China Engagement Focus
Japan
Korea
USA
Hong Kong
Thailand ASEAN
Underpinned by Government support e.g.
Electronics Industry Action Agenda linked to
mechanisms such as the Australia-Taiwan Strategic
Framework Agreement (ATSFA) and the Australia
Thailand FTA for the mutual development of the
electronics/ICT industries
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Australias electronics industry game plan?
Identify Market
Commercialise
Source Comp. Capabilities
Design, develop integrate
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AEEMA International linkages Greater
China/North Asia Region

• MOU with TEEMA, strategic framework agreement
  with III (Taiwan)
• MOU with HKEIA and Hong Kong Auto Parts Industry
  Association
• MOU with CECC, China
• MOU with KOTEF, Korea, joint projects with KOBTA
• MOU with CIAJ, Japan
• MOU with ATiS, Singapore
• MOU with FTI, Thailand
• Active member of the World Electronics Forum, and
  the Global Telematics Forum (Australia, Korea, US
  and Sweden)
• Active member of Asian Electronics Forum and Asia
  Telecom Information Exchange (ATIE).

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• AEEMA participated in the inaugural conference of
  the Global Telematics Forum, 30 October 3007
• Founding partners Australia, Korea, Sweden and
  the USA
• Members to be invited China, Taiwan
• Forum will promote the sound development of the
  global industry through mutual cooperation,
  understanding and benefit of the Forums members

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Automotive Telematics the Six Cs

• Computing
• Communications
• Consumer Electronics
• Car
• Content
• Channel

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Automotive Electronics Suppliers in Taiwan
????
SourceIEK/ITRI(2005/08)
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From Traditional Car to Smart Carand ITS System

• ITS
• IT communication
• Traffic Management, advanced highways

• Smart Car
• Advanced functions using sensors computer
  power
• Driver assist and active safety functions

• X-by-Wire System
• Replace mechanical-hydraulics with electronic
  systems
• Steer-by-wire, brake-by-wire, throttle-by-wire

• Telematics
• Applications using 2-way communication
  location detection
• Safety/security, real-time navign, content
  access, entertainment

• Computer Control Substitution
• Control of mechanical/electrical systems
  Engine, power-train, chassis, interior and other
  functions
• First basic functions Then improved
  performance And then new functionality

1980 1990 2000 2005
2010 2020
SourceTRG,IEK/ITRI, Taiwan(2005/08)
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Identified Australian Industry Capabilities
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Telematics Cluster
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REGULATORS REGULATIONS
Electronics Standards (EMC, CE), Product
Stewardship, Environmental,Quality and Technical
Standards, OHS, Geography Specific Business
regulation, etc.
COMMERCIALISATION
MARKETING
SUPPLY NETWORK
CLIENTS CUSTOMERS
TECHNOLOGY INTEGRATION
FINAL CUSTOMER
LOW VALUE
Consumer Electronics Cos e.g. Sony, LG, Samsung,
BenQ, HP, etc
World Markets North America, Europe, Greater
China, North Asia
OEM
-- VALUE --
MEDIUM VALUE
HIGH VALUE
FINAL CUSTOMER
OEM
ICT MNCs e.g. Google, Microsoft, Yahoo, Intel, IBM
TELEMATICS ECOSYSTEM (Defined by
Technology/Solution) Define the core technologies
HIGH VOLUME
ICT/Electronics SMEs
MEDIUM VOLUME
Auto Manufacturers
FINAL CUSTOMER
Australian Markets
OEM
LOW VOLUME
Auto Component Manufacturers
FINAL CUSTOMER
OEM
Location Service Providers
-- VOLUME --
Digital Content, Media
COLLECTIVE SUPPORT INFRASTRUCTURE
Technology precincts (ATP), Technology Networks
and Clusters (AEEMA, ITS and FAPM), Telcos,
Wireless operators, Testing Facilities, NICTA,
CSIRO, Universities/TAFE, Government agencies eg
RTA, Vic Road, toll way operators
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Telematics EcosystemAustralias automotive
manufacturers

• General Motors (Holden)
• Toyota
• Ford
• Mitsubishi
• Holden and Toyota have global design centres
• Well developed after market industry

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Telematics Ecosystem Major electronics
automotive component manufacturers based in
Australia

• Air International
• Futuris Automotive
• Autoliv Australia
• Australian Arrow
• Bosch
• Denso International

• PBR International
• Redarc Electronics
• Schefenacker
• Siemens VDO Automotive
• Startronics
• Tyco Electronics

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Telematics EcosystemCommunications
Providers in Australia

• Four 3G operators Telstra, Optus, Vodafone,
  Hutchinson
• Various Wireless operators iBurst, Unwired etc
• Emerging WIMAX operators
• Emerging mobile digital TV operators

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Telematics Ecosystem/ClusterOther Providers
in Australia

• National Telematics Cluster over 150
  electronics/ICT companies
• Vibrant digital content and new media industries
• Home Grown Integrators e.g. Intelematics
  www.intelematics.com
• New opportunities for Location Service providers
• ITS Australia, toll way operators and government
  road managers are working closely together in
  major capital cities

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• Services provided by Telematics
• Telematics combines Computing and Communication
  technologies and conveys business and consumer
  services over networks

Dealer/ Service Center

• Better way of customer care and marketing
• Fleet Management
• Second Hand Market

CRM
RD Plant
Existing Connected World
NISSAN DB
Telematics Front-end
Intranet
VRM
Safety Security
PSTN
Internet
PSAP
IP
Social Responsibility
PBX
Mobile
IP Centrex
IP-PBX
DSRC for ITS
Main Office
Mobile Worker Consumer
Data Broadcast
Home
Cellular Phone Wireless LAN
Main Office
Remote Office
Vehicle
Source Telstra (amended)
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• Services provided by Car Infotainment
• Vehicle Infotainment provides Connectivity to
  Multimedia and Network
• All the Consumer Electronics devices are
  transformed to Digital and connected as
  Digital Home, so is the Vehicle

Existing Digital Home
BROADBAND Entertainment, E-Business, Services
MEDIA Pre-Recorded Content Personal Media
Any Content, Any Place, Any Device, Any Time
Vehicle
BROADCAST Services, Entertainment
Source Intel
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Iconic Demonstrator
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ATS Signature Project

• Turn by turn directions to a required
  destination
• Real-time monitoring of traffic congestion
• Real-time roadside camera images
• Nearby car park locations, availability and
  prices
• Emergency features e.g. SOS assistance, vehicle
  alarm monitoring and crash detection
• Ability to check toll way balance
• High-value alerts e.g. traffic alerts, car
  service reminders, fuel pricing and weather
  alerts
• Home control systems

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ATS Signature ProjectConnected companies
through wireless!

• 20 companies include Holden (GMH), Sensis
  (Telstra), Intelematics, 3M, Australian Arrow
  Clipsal
• Project completed in just eight (8) weeks!
• Now installed and operating in a GM vehicle with
  multi information services
• Connecting the Home with the Car a world first!

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AT Signature Vehicle mark 2

• Brand positioning
• AT Signature Safe, Smart, Connected
• Embedded system and aftermarket models
  considered
• Other projects under consideration include fleet
  performance systems, traffic congestion probes,
  optimised emergency vehicle telematics

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Automotive telematics - What are the
opportunities for doing business with Australia?

• Australia is an innovative economy
• Partnerships are easier than in most other
  countries
• Design/systems integration
• Underlying RD develop new solutions for
  offshore transport auto manufacturers their
  suppliers
• International development test-bed (similar to
  Sweden)
• Product Realisation Centre potential
• Australian Govt is now funding Global
  Opportunities projects!

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Australian ICT industry competitive advantage

• Innovative engineering skills which can
  integrate and adapt technologies sourced
  locally/globally with field knowledge to QUICKLY
  meet niche market opportunities initially locally
  and then overseas
• Angus M Robinson

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The Big Australian Industrialising Australia!

• The proposed Consolidation will create
  Australias largest grouping of high technology
  companies (1,000 companies)
• Providing higher level of support to AEEMAs
  industry development model
• New ICT Australia division
• National Telematics Cluster will be part of a
  large national industry group with state-based
  bases
• Allowing enhanced access to allied auto industry
  groupings
• Strengthening of international presence based on
  AEEMAs established relationships

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• FURTHER INFORMATION
• AEEMA Ltd and ICT Australia
• www.aeema.asn.au
• And useful links
• http//www.fapm.com.au
• http//directory.fapm.com.au
• http//www.its-australia.com.au
• http//www.aaaa.com.au
• arobinson_at_aeema.asn.au
• 61 2 6204 1301