[What if cars were like mobile phones? There are some eerie similarities between the approaches of car makers in 2014, and operators and handset makers in 2008. Will car makers be disrupted in the same way that the mobile industry was? Senior analyst Stijn Schuermans shares his feeling of deja-vu.]
“Cars are the biggest and oldest mobile devices. We are the face of mobility. We’ve been around for over a century. But we welcome the competition from newcomers like Apple and Samsung.”
— paraphrasing John Ellis (Head of Ford’s developer program) at CES 2013
Let’s entertain that thought for a moment. What if cars were like mobile phones?
At the moment, they would be like the feature phones of yesteryear. Today’s mainstream cars have 4 “apps”: driving from A to B (obviously), climate control, music (AM/FM radio, CDs, and more recently internet radio) and GPS navigation.
Feature phones in 2008
Cars in 2014
In fact, this is not the only parallel we can draw between these two industries, as car makers are betting heavily on the concept of apps in the car. There are some eerie similarities between the approaches of car makers in 2014, and operators and handset makers in 2008. We’ve listed some in our latest report: “Apps for connected cars? Your mileage may vary”.
QNX is the new Symbian. Genivi is the new LiMo. Windows Embedded Automotive is the new Windows Mobile. Just like mobile operators in 2008, car makers are very hopeful that apps under their control will bring significant new revenue streams from value-added services. Developers are named “partners”, but it is clear that car makers (as were telcos) are mostly see them as suppliers of content and treat them accordingly. (For the full list, take a look inside the report.)
How mobile was disrupted
Can we use this insight – car apps are just like mobile, shifted in time – to predict the future of the car app market? In our report “The Telco Innovation Toolbox” (2 years old, but still highly relevant), we showed what has happened in the mobile industry.
From the 4 “most wanted” apps of the feature phone days (according to market research acquired at great expense, no doubt), we went to smartphones with now over a million apps, encompassing every imaginable user need. Service distribution and industry power shifted from telcos to mobile platforms: Android and iOS.
Fundamentally, the basis of competition in the mobile industry shifted from reliability and scale (which network has the most bars) to choice and flexibility (which handset has the most apps). This wealth of applications unlocked a user demand that far exceeds that of a selection of “best” or “most important” features in a product designed by a single organisation.
The same shift in cars?
Can the same shift happen for car apps? Will the basis of competition for car makers change from reliability and scale in the production of cars and infotainment systems, to choice and flexibility of in-vehicle and out-of-vehicle services that will unlock new user demand? We believe it can, and it will.
Already car makers like Ford and General Motors and over-the-dashboard players like Mirrorlink, Apple, Google and most recently, Microsoft are working towards app platforms for cars. The introduction of Apple’s CarPlay, Google’s Open Automotive Alliance and Microsoft’s Windows in the Car seems to herald a tipping point in the industry. Here are players that have a deep expertise in fostering vibrant ecosystems, in building developer communities and in enabling developers to add value. There is now a realistic and acute possibility that these new entrants will sweep away the existing car app platforms with a dominant, over-the-top solution, just as they did in the smartphone world.
In short, car makers should take the following statement as a heads-up:
I want to buy Carplay. I don't really care that much about the vehicle around it.
[RIM’s acquisition of UI firm TAT marked the largest mobile software M&A of 2010. Research Director Andreas Constantinou explains why the acquisition places RIM a leap ahead of the top-10 OEMs in terms of UI capabilities and asks – can RIM execute on the promise?]
In December, RIM surprised industry observers by buying TAT (The Astonishing Tribe), a 200-strong UI technology and design firm based out of MalmÃ¶, Sweden. At nearly $130 million, RIM’s move marked the largest mobile software M&A transaction of 2010 globally and an impressive 5.5x multiplier over TAT’s 2009 revenues of 170 million SEK. It follows a string of RIM acquisitions since 2009, namely QNX (operating system), Cellmania (content billing and distribution), Dash (two-way navigation), DataViz (document viewer), Torch Mobile (WebKit experts) and Viigo (software house).
More importantly, TAT’s acquisition places RIM a leap ahead in the league of top-10 handset manufacturers in terms of own UI capabilities. Here’s why.
A leap ahead of the competition TAT was founded in 2002 by 6 games engineers and designers out of university (here’s their story) but has come a very long way. TAT is not just another technology company. It has seen its Kastor 2D/3D graphics framework deployed in over 500 million phones across 5 out of the top-7 OEMs. More important to the RIM story is TAT’s Cascades product, a UI framework that allows OEMs to design their phones not in terms of applications, but in terms of screens, allowing what can be termed â€˜rapid variant management’ (more about that later).
TAT has also been clearly ahead of the UI technology vendor pack – vendors like Ikivo, Digital Aria, Acrodea, Bluestreak, YouILabs and Scalado – thanks to its design skills. When other vendors have banked on technology marketing, standards implementation or operator deals, TAT has used its design skills to get into the door of both OEMs and operators/carriers (check out this video on the â€˜future of screens’). The marriage of design skills and technology licensing allowed TAT to build momentum and cash-flow when OEMs were cutting budgets post-2005. These same skills were what got TAT the deal to design Google’s Android 1.0 UI. TAT’s strength lies in the combination of UI framework technology and the first-class design skills – both of which are now with RIM.
So what does RIM get?
TAT’s acquisition is far more encompassing than many would have thought – it puts RIM a leap ahead of the pack in the league of top-10 handset manufacturers in six ways:
1. Match the iPhone With the Cascades technology, RIM can now match and even exceed the sophistication of the iPhone UI (see this and this video demos). Long term this means RIM has a chance to contain the exodues of enterprise customers opting for replacing their RIM with iPhones due to the outdated UI and usability on the Blackberry OS 6. Heck, it would be even easy for RIM to offer â€˜deep skins’ for BlackBerry handsets where the navigation and core apps closely resemble the iPhone apps.
2. Rapid variant management TAT’s Cascades is a departure from how OEMs build handsets today, by allowing the UI to be designed in terms of screens and not applications.
The downside is that Cascades-enabling an existing software stack means that legacy â€˜spaghetti’ applications have to be ported one by one on top of TAT’s framework, which takes 9-12 months for the complete UI (it’s 10s of millions of lines of code that have to be ported). This is what has historically limited Cascades to only tactical wins for specific applications on Motorola, Samsung and Asus handsets.
The upside is that with Cascades RIM gets rapid variant management; creating 100+ operator variants from a single vanilla UI is just a button (and an XML file) away. Designing in screens rather than apps means that RIM can keep its investment into messaging, graphics and enterprise middleware but radically change the UI look and feel. This allows RIM’s carrier customers more differentiation and exclusivity opportunities, all without delaying the time to market – and therefore securing the carrier multi-million subsidy and marketing carrier budgets.
Rapid variant management is today one of the few domains where Android suffers and Nokia’s Symbian still excels, so a very important differentiator for RIM once the integration work is out of the way.
3. Consumer and enterprise personas We covered earlier how RIM needs to escape its dual personality disorder by designing separate consumer and enterprise product lines. However, designing a different set of apps for enterprise and consumers is complex – not to mention managing many more device models and variants in the field. With TAT, RIM buys the ability to have enterprise AND consumer UI personas ship in the same phone – not only that, but in a way that can be easily switched by the user at the flick of a button. Switching between enterprise and consumer personas is also much cheaper to do at the UI level rather than the bare metal level with what’s called â€˜mobile virtualization‘.
This implies that with TAT’s technology, RIM can allow users to switch between consumer and enterprise UI personas; a consumer UI when you want to browse on Facebook and check out Flickr and an enterprise UI when you want to check the email attachment for your next meeting. Note that Nokia and HTC Sense have also implemented basic switching between work and personal skins.
4. Enterprise UI customization Besides the runtime technology, TAT develops Motion Lab, a tool that a designer can use to define UI screens and UI flows through a drag-n-drop environment. For RIM, this means that enterprises can customize the phone’s navigation to focus on the few key applications that are used most of the time. It also offers RIM a level of enterprise customization beyond what other OEMs can achieve out of the box.
5. UI personalities With the erosion of the market of downloadable ringtones and wallpapers, the industry has turned to apps as the next premium content market. Yet, there are still new revenue opportunities in downloadable content. In Japan, DoCoMo has led the market of downloadable UIs in the form of “standby screens” (programmable home screens), and which Acrodea has extended to the dialer and menu apps. This has created a small market of downloadable UIs for both DoCoMo and KDDI.
With TAT, RIM can extend that market to the world, and across more embedded applications – creating what can be called the market of downloadable UI personalities. Whether RIM can turn this capability into a new â€˜market’ is questionable, but it certainly presents a unique point of differentiation and an opportunity for a new revenue stream for RIM.
6. Connected experiences With the acquisition of Dash, a 2-way car navigation company, RIM has its sights set beyond phones and tablets into the automotive segment. To deliver a consistent UI across these varied form factors a new OS (QNX) is far from adequate. It needs a portable UI technology that allows RIM to reuse its UI assets with minimum maintenance overhead across different form factors, from phones to cars. TAT’s Cascades is exactly this technology and as TAT has shown, it can be extended to connected screens in the living room, in the street, in the car, and in the hands.
Filling in the gaps that TAT left With TAT out of the picture, how can other OEMs catch up to the level of UI technology sophistication and design skills? There’s a variety of UI technology vendors out there (see below for an extract from our Mobile Industry Atlas), but none really combine the UI â€˜screens’ framework or the design skills of TAT.
Many companies claim to have “UI frameworks”, but they all invariably mean a combination of SVG engines, 2D and 3D graphics toolkits or compositing engines – which address UI development as an application, not a screen paradigm. Historically there have only been three companies who have developed screen-based UI frameworks; TAT, Digital Airways and Next Device. Digital Airways was behind the UI of the Vodafone Simply series of five handsets launched between 2005 and 2007 and the Porsche P9522 handset introduced by Sagem in late 2008; the company has since transitioned into UI services in mobile, embedded, automotive and aerospace – however the company ceased trading sometime in 2010. Next Device was acquired by Mentor Graphics (makers of the Nucleus RTOS), who didn’t manage to leverage the technology asset as the licensing model was markedly different to Nucleus’ site-licensing. The gap that TAT left creates an opportunity for other UI middleware vendors (e.g. Ikivo, Acrodea, Digital Aria, Sasken,) to maneuver into this technology space.
Another way to deliver ‘screen-based’ phone design and variant management is via development tools; much like how OpenPlug (now Alcatel Lucent) uses the Adobe Flash IDE to create mobile apps. However this is still virgin territory and we â€˜re not aware of any sufficiently advanced UI tools vendors in the mobile domain.
Can RIM execute? All in all, TAT can deliver Apple-class user experience that offers RIM a strategic advantage compared to OEMs leveraging 3rd party Windows Phone and Android platforms. This all sounds great on paper of course, but it’s all a question of execution.
Can RIM’s corporate monoculture adapt to the creative minds of TAT? Will the TATers get the mandate and budgets to innovate deep into RIM’s product lines? How long will RIM take to integrate the TAT technology on top of the QNX platform and where will the competition be at that point?
Ladies and gentlemen, place your bets.
you should following me on Twitter: @andreascon
[Andreas Constantinou is Research Director at VisionMobile, and oversees the research, strategy and industry mapping projects at VisionMobile. Andreas also served on TAT’s advisory board during 2008-9]