The future is already here
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Jungwirth, Johann
- Discover the future in the Silicon Valley as innovation driver and digital trend setter - The Digital Lifestyle Revolution re:invents everything - how we live, think, connect, drive. - How Digital Lifestyle is evolving into a "Digital DriveStyle" - What does that mean for our Mobility future? A talk presented in cooperation with Daimler
 Good evening, everybody. Thank you for staying so late. I know it's already 6.30 here in Berlin and I'm happy to see many of you here. So I'm going to talk today about the future which we can already see basically by looking at the right places in the world. One of them actually being the Silicon Valley in the San Francisco Bay area, which you can see actually here on this picture with the Golden Gate Bridge in the background. So the features already here, it's just not equally distributed, was actually set by a Canadian American writer and I actually believe this is actually true. And by looking at the Silicon Valley, for example, where the digital lifestyle revolution has started and has taken over the world basically all of us, our lives and how we interact, how we communicate, how we socialize. And I want to give you a brief introduction about the Silicon Valley for those of you which haven't been there, which have not had the experience yet actually to either work there or be there at least for visiting, then to look at what kind of trends actually were born there and what actual trends are driving, especially ours now also from the mobility side for Daimler, former Sadie Spence and all actually other automotive OEMs. Now looking at the Silicon Valley, just a few topics here. This is a geographical region where the Silicon Valley is in the Bay area. If you haven't been there yet, I can just welcome you. I'm there now since three and a half years. I live in the Silicon Valley, work in Palo Alto, live in Redwood City basically between the airport and work about 20 minutes each way and it's just a wonderful place to work, to live and you will actually see why. One of the reasons being actually the weather. I mean, you might think it's funny actually to even mention the weather but it's actually true. If you look at the comparison here between Frankfurt and Palo Alto and the average basically over the year also for precipitation, it actually has an influence and there have been studies actually been done about this, been made about this, that it has an influence on the creativity, on basically how people live and work and act and of course with beautiful sceneries nearby with Carmel 17 mile strife, Monterrey, Napa and Sonoma Valley, Lake Tacho, it's all very close by. Actually the lifestyle being lived there in the area is also actually having a positive influence on people. Now looking actually at the people which live and work there, as you can see, IT employment, patents, venture capital, huge spikes in the Silicon Valley also compared basically to the rest of the world. Immigration has a big impact, the positive one actually as you can see here in the meantime more than 30% of startups basically being built up by immigrants and you have people like me, Germans basically living in the Silicon Valley working there, driving innovation and actually a lot is about innovation as you will see in the next few minutes. And what's also a driving factor and a success factor I would even say is the density and the close proximity actually of the companies, of the university, Stanford, Berkeley, of the whole basically environment with the legal and administrative support which you know startups need with the venture capital companies basically here on Sandhill Road, it's all very close by and our headquarters of Mercedes-Benz Research and Development North America which I'm heading is actually there in the heart of it all just a few minutes actually also from Facebook, from Apple, from Google, all the companies we are working with. Now looking at the digital revolution roots and digital lifestyle revolution as we call it being born actually in the Silicon Valley. So you can see a few essentials here on the one hand actually people are very much willing to take risks, it's actually okay to make mistakes or have actually failures also in the startup community as you all know they're probably only like one out of 100, maybe two out of 100 being very successful and you know having successes like Facebook, like Twitter and other companies you know being purchased by Facebook like recently happened for one billion dollars and that's one key aspect and the high value and it's very easy actually to grow a business there so if you're very creative, if you're open minded and you want to start something new maybe start your own business if you don't have it yet I can just invite you I mean the environment there is really very encouraging and it's a great place to be to live and to work and face to face networks actually play a very very important role even though with all the social networking and digital you know communication and so on still face to face communication and also this interaction of work and social and private actually drives trust and trust actually drives relationships also long-standing relationships and it actually helps innovation in the valley and how people actually work and invent and as you can see here in the meantime actually we do not produce any silicon anymore in the Silicon Valley we can still kept the name we are in the meantime actually in the fifth innovation wave as you can see so the Silicon Valley has something you know it has this ability basically to reinvent itself and we are talking here on the reinvent track about the right topic and as you can see basically starting from defense integrated circuit personal computer the internet and now the social and the mobile internet being the actual wave of innovation in the Silicon Valley actually the top websites as you can see here you know which are visited every day by all of us around the world are actually headquartered in the Silicon Valley or nearby San Francisco now talking about digital lifestyle trends started in the Silicon Valley just a few to name here out of this recent innovation wave always on simplexity innovation acceleration and social networking I will just go briefly and cover them so on the one hand always on basically it means on the one hand you know as we all know with our smartphones with our mobile devices you know we are always on we are always connected it actually has changed how we live how we interact and you know how streaming information basically is coming upon us and we need to filter much more information and it also creates some topics like urgency addiction you know we want to be you know basically always connected we already feel very strange you know if we are not online on the plane or you know in other areas where we have no service and so on so we just get used to this and as we can see even in the smartphone world you know OSS like iOS or like Android are the ones which are successful and others you know like Symbian and you know maybe even BlackBerry OS which have not managed basically to cover this trend even from the technology side wall have some issues. Next simplexity what this means is actually you know complexity underneath you know heavy technology underneath but then you look at it from a user perspective it's very simple it's very easy to use and I just wanted to basically you know show here two examples just by chance being Apple products the iPod and actually the very first iPhone from 2007 which really revolutionized the world in terms of you know phone what a phone means to us and being a smartphone and that you actually do not even see the difference between apps which are connected and apps which just you know use onboard data so this seamless integration and this easy to use and also aesthetic from a design perspective. Innovation acceleration being the next one so it's really all about innovation speed in the Silicon Valley so that's what's really driving you know the success of the companies and those companies you know which really are able to reinvent themselves continuously and are able actually to continually you know accelerate their innovation they are the ones which are really successful and also with new disruptive business models I mean if you look at Google also now with Larry Page having taken over again as a CEO you know he really manages the company as a giant startup company and focuses on the right topics. The next and last actually is the social networking so as you can see here basically you know global diverse networks, a while speed, bottom up empowerment, live casting you know very very you know big trends actually big changes and we have heard actually in some topics today you know what actually has been driven by social media and how it helps all of us actually today around the world. Next topic actually I want to go into a little deeper you know what does it mean for Mercedes Pans, why are we actually there and actually we have been the first company first automotive company having an office there we started our office back in 1995 and in the meantime we have been there basically since then have grown you know actually significantly we have in the meantime actually two offices since we grew out of the one location which we had and we have about 130 engineers, designers, you know software and hardware engineers working closely together and creating innovation for our cars of course and for the different brands like Mercedes Pans, AMG, Smart and so on and we also collaborating with other OEMs for example on topics like car to X and car to car communication creating standards for the future and it's not all about competition actually and it's also about collaboration. So one example actually my command which we have introduced to the world in 2008 it was actually born as a Skunkworks project and actually many of the innovations and even inventions from the Silicon Valley start like that. They start as a small Skunkworks project and it was this idea of actually building a whole infotainment system for the car completely built on the cloud, built completely on cloud content, cloud infrastructure, even the software basically you know running on this system is continuously updated each time you start it up and based on this actually you will see later on we have built the first product which we launched last year in 2011 just three years later. In 2010 we introduced Smart Drive which is actually the first true automotive app on a smartphone. It was on an iPhone. We introduced this for smart you know with a cradle and you were able actually to have a complete infotainment solution on a smartphone and touch the screen actually the multi-touch screen of the device with media, phone, navigation and assist and you can try it out for free from the iOS store for some time and then of course because of navigation and so on there is some fee to be paid if you want to continue to use all the features. In 2011 we introduced AMG performance media and those of you which might happen to drive an SLS AMG you can actually get this. And it's an Android based system. It's actually the first Android based automotive solution by an automotive OEM especially a premium OEM and we have been not just the first actually to integrate Android as an operating system for an infotainment solution and also performance you know solution with different performance apps actually to support you know your racing and G meter and other features but actually fully connected to support Google Maps in the car and this is also driven from the Silicon Valley actually by cooperating closely with companies like Google. We have announced a strategic partnership actually with Google in January of this year working closely with them actually to bring their innovation into our cars where it makes sense. Also Internet radio like OPO here from Berlin as you all know and other apps and we offer actually an open platform an SDK we call it drive mode and actually any Android developer who has an app you know running an Android which makes sense to be used while driving could basically change their app to make it workable even in the car while driving on this Android platform. Very innovative and I am sure this would not have been possible you know within Daimler within basically the company without this office there in the Silicon Valley you know being there at the pulse of this innovation and also working closely with the companies nearby. Next is Command Online and our Mercedes-Benz apps which we introduced last year in March first with Google local search was sending routes and sending POIs to the car and also weather we have added Facebook, Google Street View and Panoramio in November. We are just adding now actually Google news, Morningstar Finance for stocks and so on and parking finder and we are just launching actually in the next few days our Mercedes-Benz apps shop so that customers actually can download their apps or purchase additional apps which are not for free or not included with this and this was actually the product which we built based on this original idea of my command in 2008. One other example, digital drive style app which we just announced actually in debut at the Geneva Auto Show and this is actually a completely new approach kind of built on the smart drive idea I showed before to use actually the smartphone as an engine in the car for the infotainment solution in the car and here we go a step further we use the iPhone as an engine to actually drive the screen in the car and being completely remotely controllable from the rotary knob and the keys and so on around this in the car and also with this actually and having this approach of driving the screen from the smartphone actually through a digital video interface, HDMI we are able to bring in completely new user interface structures also a very rich UI as you can see here we invested a lot actually in the UI in terms of having these glossy tiles and having mirroring on this glossy surface and a new approach in the UI, menu structure with media, social and places of course with Facebook, Twitter and so on and navigation integrated but with a lot of connected apps and media also getting your media out of your social streams and so on very rich feature set and just a few more examples here like these glass tiles when doing an alphabetical search so not just innovation on a macro level but also innovation on a very micro level when it comes to user interface design, user interface technologies and there's a lot of actually design and engineering work being actually put into the development and the design of these technologies and basically for the customer at the end of the day it just needs to be delightful, easy to use and just a joy basically to use the system and many of the little details we focus on are not necessarily seen right away on the first glance. Now the last topic I wanted to present here today is this DICE, dynamic and intuitive control experience we showed at the consumer electronics show in 2012 actually in January in Las Vegas and just to give you a few examples on the one hand we included actually gesture control in the interior of a car so basically complete experience without buttons, without hard keys, without switches you can just use your hand and actually you don't have to use certain gestures to actually control the system. It's like a touch screen without touching the screen actually and we used the whole front windshield for augmented reality which I will show on the next page here. As you can see with a rich 4K display basically integrated in the windshield and this will be possible in a few years from now and with all the rich data from the cloud, with all this information basically from the information space around you there's like tons of layers of information actually which we could digitally use and overlay in a professional manner where it makes sense as you can see here with a few examples and thinking about 2020 and down the road you think about also autonomous driving and even more usability of augmented reality or features like this being possible without having the driver's distraction being an issue. And then this approach of social media and places we introduced it in this DICE prototype and new interior and then actually continue to use it in the product, in the digital drive style product which we will launch actually in the new A-Class later this year and also with like a swarm intelligence and connecting basically your social data with an intelligent map underneath and with many, many ideas actually to just create a new rich experience while driving and well integrated and of course very easy to use and here a short clip actually. So for those of you which have been at the Consumer Electronics Show in Las Vegas this year I hope you had a chance to stop by our booth and actually experience it. So very, very intuitive to use so basically just reaching with your hands towards these you know virtual soft keys and buttons and grabbing things and pulling them down actually from the exterior from you know the surroundings and interacting with that data very easily you can see actually for those cars around you which share that information can immediately identify them and you know add them to your address book or follow them on Twitter when you know driving by an interesting restaurant or you know listening into the music of a pub you know what you like just by driving by or you know connecting maybe songs you like with certain location you know you know things like geocaching of course you know you know you want to share their routes with you and of course car sharing as the car to go cars you see around the show here. And let me just finish with one slide here and some information about things we are working on now and where we go next actually beyond what I have presented before is you know we are really thinking about a new you know generation of vehicles which are truly intelligent and truly you know digital companions which learn your habits which adapt to your choices predict your moves and interact with your social networks and really create an experience you know which goes beyond what we all you know know today and experience today. So I hope you have some questions or some comments we have a small Q&A session and thank you very much for listening. Thank you. Just let me know when you are in the Silicon Valley you can stop by our office. Hi I have a question. In the past it always used to be that the car world and the electronics world was hard to synchronize. I mean we used to use and have a new iPhone every year we buy a new car three years seven years something like that. And another point is if the iPhone sometimes crashes and does not what we want then that's okay maybe not nice but okay whereas a car we expect that it works really every time. So how do you synchronize those things? Yeah it's a very good question actually. So we have two things on the flexibility side to actually be always up to date and you know to keep pace basically with the technology and with innovation and so on and to kind of you know couple and have a solution you know for the slow five six year development cycle of a car and you know the six to twelve month development cycle of these consumer electronics and apps and so on. For that to solve that and bridge that gap actually we created two solutions. On the one hand basically Mercedes-Benz apps for example you know running in the browser environment having this flexible approach and having the fully embedded systems basically which are fully proved and run through the three to five year development cycle you know be open for you know apps which you can continuously download update upgrade and so on and add down the road without having to visit the dealership. That's the one solution you know creating these fully embedded systems being flexible and being open for these add-ons and new installations of apps and so on. On the other hand we create you know as perfect integrations as we can of smartphones and actually new solutions which are based on the smartphone and to enable this way customers actually to bring in the latest technology and latest gadgets each year basically as they come out and use it in the car and of course you know in terms of stability we put a lot of focus and a lot of automated and manual testing and so on to make sure that these embedded systems you know work rock solid you know as you're used to today of course you know when you make or when you develop systems based on smartphones there could be cases you know just basically based on you know the nature of smartphones that you know you cannot completely rely on you know compared to fully embedded systems that is clear. Hi thanks again for the great speech just one question you said that for the new A-Class you're going to ingrate the swarm intelligence technology how soon do you think you're going to include the technology over all models? Yeah so this digital drive style concept actually which I presented with social media and places in this rich UI we will introduce it first in the A-Class but actually it is planned to go across all or most of the model lines I should say so we do a staggered lounge basically then in the B and C and E-Class and other vehicles as well so it is planned as a cross-carline solution and by the way if you haven't visited the Daimler booth with in-depth evasion to hause it as a theme you know please feel free to stop by check it out it's cool. I am a bit disappointed by your talk if you work in the Silicon Valley and you present products as disruptive say as the iPhone or the iPod products that have completely made other products useless and have obsolete and have defined new ways of living I can't see that in your products like if I put my iPhone in a car I can do the same things without that your dice does without gloss and if I if I ride by or if I drive by in a closed vehicle if I drive by a bar which plays music in a closed vehicle and I can hear the music from the bar in my vehicle it seems a bit over the top because if I walked I could hear the music from the open door so this seems like it's an awful lot of actually it doesn't seem like that much of an effort to put like those electronic gadgets into a car that we know from a hundred years so I would like to if I the the lie I thought there was this is something from the lifestyle that I don't need in Europe I think so if I have this this car and I can't find a parking lot when I when I hear that lovely music from the from the the bar it makes no sense so I I hope to to hear a few moving ideas that maybe went away from the pure box in which I sit and have to steer but I'm sure you have ideas maybe you could tell some of these it's a it's a great great comment and I mean that's one of the reasons actually why we are here too you know it's it's overall about mobility so cars you know it's one form of ability and you know everybody can choose do you want the car or not you know do you want a small car a large car a convertible or you know a coupe or whatever and in that regards I mean we created solutions like car to go as one mobility concept you know as car sharing we're working on other new mobility concepts so in general I think as a company and also you know for me in the Silicon Valley with our team there you know we fully support you know to come up with very disruptive and and new ideas for mobility and then also for you know the car as long as it's with us as long as it's there and we all like it or some of us at least you know to create solutions like my opinion if you look at the dice and and you know maybe it was just a very short clip and you know we didn't talk to you know deeply about you know all of its in my opinion pretty disruptive you know innovation and ideas with augmented reality with gesture control you know with with you know the intelligence you know I talked about last as last point point you know with having you know basically context aware technologies you know with bringing in you know more personalized and and more adaptive you know user interfaces that basically the car or whatever you have in terms you know of your devices is already a step ahead of you you know and can give you the right recommendations and make even predictions of you know what's maybe your next move maybe based on calendar data based on lots of data you know and based on your habits and and what you're used to so my opinion there are actually a lot of you know big innovations and and inventions in this area coming up but there are a lot of small improvements too you know which my opinion will make our life just much easier I mean if you look at the car itself how many things you do not have to operate anymore you know like your vipers going on when it's raining you know your light is going on when you go into a tunnel you know with the Stronik plus and our cars you know the car is breaking for you it's accelerating for you it's doing many many things I mean the next step will of course be and it's going to be a giant step is autonomous driving you know and there will be scenarios first where it's much easier maybe on a highway and so on with all cars driving in one direction and so on before we do autonomous driving in in in a city or so where it's much more complex with intersections with you know people crossing the streets and so on but in my opinion there's still a lot of innovation and inventions actually awaiting out there either to be discovered or we are already working on and you know partially maybe not openly talking about it yet so when there are no more questions I would say thank you JJ again a big applause for you thank you
 Good evening, everybody. Thank you for staying so late. I know it's already 6.30 here in  Berlin and I'm happy to see many of you here. So I'm going to talk today about the future  which we can already see basically by looking at the right places in the world. One of them  actually being the Silicon Valley in the San Francisco Bay area, which you can see actually  here on this picture with the Golden Gate Bridge in the background. So the features  already here, it's just not equally distributed, was actually set by a Canadian American writer  and I actually believe this is actually true. And by looking at the Silicon Valley, for example,  where the digital lifestyle revolution has started and has taken over the world basically  all of us, our lives and how we interact, how we communicate, how we socialize. And I want  to give you a brief introduction about the Silicon Valley for those of you which haven't  been there, which have not had the experience yet actually to either work there or be there  at least for visiting, then to look at what kind of trends actually were born there and  what actual trends are driving, especially ours now also from the mobility side for Daimler,  former Sadie Spence and all actually other automotive OEMs. Now looking at the Silicon  Valley, just a few topics here. This is a geographical region where the Silicon Valley  is in the Bay area. If you haven't been there yet, I can just welcome you. I'm there now  since three and a half years. I live in the Silicon Valley, work in Palo Alto, live in  Redwood City basically between the airport and work about 20 minutes each way and it's  just a wonderful place to work, to live and you will actually see why. One of the reasons  being actually the weather. I mean, you might think it's funny actually to even mention  the weather but it's actually true. If you look at the comparison here between Frankfurt  and Palo Alto and the average basically over the year also for precipitation, it actually  has an influence and there have been studies actually been done about this, been made about  this, that it has an influence on the creativity, on basically how people live and work and  act and of course with beautiful sceneries nearby with Carmel 17 mile strife, Monterrey,  Napa and Sonoma Valley, Lake Tacho, it's all very close by. Actually the lifestyle being  lived there in the area is also actually having a positive influence on people. Now looking  actually at the people which live and work there, as you can see, IT employment, patents,  venture capital, huge spikes in the Silicon Valley also compared basically to the rest  of the world. Immigration has a big impact, the positive one actually as you can see  here in the meantime more than 30% of startups basically being built up by immigrants and  you have people like me, Germans basically living in the Silicon Valley working there,  driving innovation and actually a lot is about innovation as you will see in the next few  minutes. And what's also a driving factor and a success factor I would even say is the  density and the close proximity actually of the companies, of the university, Stanford,  Berkeley, of the whole basically environment with the legal and administrative support which  you know startups need with the venture capital companies basically here on Sandhill Road,  it's all very close by and our headquarters of Mercedes-Benz Research and Development  North America which I'm heading is actually there in the heart of it all just a few minutes  actually also from Facebook, from Apple, from Google, all the companies we are working with.  Now looking at the digital revolution roots and digital lifestyle revolution as we call  it being born actually in the Silicon Valley. So you can see a few essentials here on the  one hand actually people are very much willing to take risks, it's actually okay to make  mistakes or have actually failures also in the startup community as you all know they're  probably only like one out of 100, maybe two out of 100 being very successful and you know  having successes like Facebook, like Twitter and other companies you know being purchased  by Facebook like recently happened for one billion dollars and that's one key aspect  and the high value and it's very easy actually to grow a business there so if you're very  creative, if you're open minded and you want to start something new maybe start your own  business if you don't have it yet I can just invite you I mean the environment there is  really very encouraging and it's a great place to be to live and to work and face to face  networks actually play a very very important role even though with all the social networking  and digital you know communication and so on still face to face communication and also  this interaction of work and social and private actually drives trust and trust actually drives  relationships also long-standing relationships and it actually helps innovation in the valley  and how people actually work and invent and as you can see here in the meantime actually  we do not produce any silicon anymore in the Silicon Valley we can still kept the name  we are in the meantime actually in the fifth innovation wave as you can see so the Silicon  Valley has something you know it has this ability basically to reinvent itself and we  are talking here on the reinvent track about the right topic and as you can see basically  starting from defense integrated circuit personal computer the internet and now the  social and the mobile internet being the actual wave of innovation in the Silicon Valley actually  the top websites as you can see here you know which are visited every day by all of us around  the world are actually headquartered in the Silicon Valley or nearby San Francisco now  talking about digital lifestyle trends started in the Silicon Valley just a few to name here  out of this recent innovation wave always on simplexity innovation acceleration and  social networking I will just go briefly and cover them so on the one hand always on basically  it means on the one hand you know as we all know with our smartphones with our mobile  devices you know we are always on we are always connected it actually has changed how we live  how we interact and you know how streaming information basically is coming upon us and  we need to filter much more information and it also creates some topics like urgency addiction  you know we want to be you know basically always connected we already feel very strange  you know if we are not online on the plane or you know in other areas where we have no  service and so on so we just get used to this and as we can see even in the smartphone world  you know OSS like iOS or like Android are the ones which are successful and others you  know like Symbian and you know maybe even BlackBerry OS which have not managed basically  to cover this trend even from the technology side wall have some issues.  Next simplexity what this means is actually you know complexity underneath you know heavy  technology underneath but then you look at it from a user perspective it's very simple  it's very easy to use and I just wanted to basically you know show here two examples  just by chance being Apple products the iPod and actually the very first iPhone from 2007  which really revolutionized the world in terms of you know phone what a phone means to us  and being a smartphone and that you actually do not even see the difference between apps  which are connected and apps which just you know use onboard data so this seamless integration  and this easy to use and also aesthetic from a design perspective.  Innovation acceleration being the next one so it's really all about innovation speed  in the Silicon Valley so that's what's really driving you know the success of the companies  and those companies you know which really are able to reinvent themselves continuously  and are able actually to continually you know accelerate their innovation they are the ones  which are really successful and also with new disruptive business models I mean if you  look at Google also now with Larry Page having taken over again as a CEO you know he really  manages the company as a giant startup company and focuses on the right topics.  The next and last actually is the social networking so as you can see here basically you know global  diverse networks, a while speed, bottom up empowerment, live casting you know very very  you know big trends actually big changes and we have heard actually in some topics today  you know what actually has been driven by social media and how it helps all of us actually  today around the world.  Next topic actually I want to go into a little deeper you know what does it mean for Mercedes  Pans, why are we actually there and actually we have been the first company first automotive  company having an office there we started our office back in 1995 and in the meantime  we have been there basically since then have grown you know actually significantly we have  in the meantime actually two offices since we grew out of the one location which we had  and we have about 130 engineers, designers, you know software and hardware engineers working  closely together and creating innovation for our cars of course and for the different brands  like Mercedes Pans, AMG, Smart and so on and we also collaborating with other OEMs for example  on topics like car to X and car to car communication creating standards for the future and it's  not all about competition actually and it's also about collaboration.  So one example actually my command which we have introduced to the world in 2008 it was  actually born as a Skunkworks project and actually many of the innovations and even  inventions from the Silicon Valley start like that.  They start as a small Skunkworks project and it was this idea of actually building a whole  infotainment system for the car completely built on the cloud, built completely on cloud  content, cloud infrastructure, even the software basically you know running on this system  is continuously updated each time you start it up and based on this actually you will  see later on we have built the first product which we launched last year in 2011 just three  years later.  In 2010 we introduced Smart Drive which is actually the first true automotive app on  a smartphone.  It was on an iPhone.  We introduced this for smart you know with a cradle and you were able actually to have  a complete infotainment solution on a smartphone and touch the screen actually the multi-touch  screen of the device with media, phone, navigation and assist and you can try it out for free  from the iOS store for some time and then of course because of navigation and so on there  is some fee to be paid if you want to continue to use all the features.  In 2011 we introduced AMG performance media and those of you which might happen to drive  an SLS AMG you can actually get this.  And it's an Android based system.  It's actually the first Android based automotive solution by an automotive OEM especially a  premium OEM and we have been not just the first actually to integrate Android as an  operating system for an infotainment solution and also performance you know solution with  different performance apps actually to support you know your racing and G meter and other  features but actually fully connected to support Google Maps in the car and this is also driven  from the Silicon Valley actually by cooperating closely with companies like Google.  We have announced a strategic partnership actually with Google in January of this year  working closely with them actually to bring their innovation into our cars where it makes  sense.  Also Internet radio like OPO here from Berlin as you all know and other apps and we offer  actually an open platform an SDK we call it drive mode and actually any Android developer  who has an app you know running an Android which makes sense to be used while driving  could basically change their app to make it workable even in the car while driving on  this Android platform.  Very innovative and I am sure this would not have been possible you know within Daimler  within basically the company without this office there in the Silicon Valley you know  being there at the pulse of this innovation and also working closely with the companies  nearby.  Next is Command Online and our Mercedes-Benz apps which we introduced last year in March  first with Google local search was sending routes and sending POIs to the car and also  weather we have added Facebook, Google Street View and Panoramio in November.  We are just adding now actually Google news, Morningstar Finance for stocks and so on and  parking finder and we are just launching actually in the next few days our Mercedes-Benz  apps shop so that customers actually can download their apps or purchase additional apps which  are not for free or not included with this and this was actually the product which we  built based on this original idea of my command in 2008.  One other example, digital drive style app which we just announced actually in debut  at the Geneva Auto Show and this is actually a completely new approach kind of built on  the smart drive idea I showed before to use actually the smartphone as an engine in the  car for the infotainment solution in the car and here we go a step further we use the iPhone  as an engine to actually drive the screen in the car and being completely remotely controllable  from the rotary knob and the keys and so on around this in the car and also with this  actually and having this approach of driving the screen from the smartphone actually through  a digital video interface, HDMI we are able to bring in completely new user interface  structures also a very rich UI as you can see here we invested a lot actually in the  UI in terms of having these glossy tiles and having mirroring on this glossy surface and  a new approach in the UI, menu structure with media, social and places of course with Facebook,  Twitter and so on and navigation integrated but with a lot of connected apps and media  also getting your media out of your social streams and so on very rich feature set and  just a few more examples here like these glass tiles when doing an alphabetical search so  not just innovation on a macro level but also innovation on a very micro level when it comes  to user interface design, user interface technologies and there's a lot of actually design and engineering  work being actually put into the development and the design of these technologies and basically  for the customer at the end of the day it just needs to be delightful, easy to use and  just a joy basically to use the system and many of the little details we focus on are  not necessarily seen right away on the first glance.  Now the last topic I wanted to present here today is this DICE, dynamic and intuitive  control experience we showed at the consumer electronics show in 2012 actually in January  in Las Vegas and just to give you a few examples on the one hand we included actually gesture  control in the interior of a car so basically complete experience without buttons, without  hard keys, without switches you can just use your hand and actually you don't have to use  certain gestures to actually control the system.  It's like a touch screen without touching the screen actually and we used the whole front  windshield for augmented reality which I will show on the next page here.  As you can see with a rich 4K display basically integrated in the windshield and this will  be possible in a few years from now and with all the rich data from the cloud, with all  this information basically from the information space around you there's like tons of layers  of information actually which we could digitally use and overlay in a professional manner where  it makes sense as you can see here with a few examples and thinking about 2020 and down  the road you think about also autonomous driving and even more usability of augmented  reality or features like this being possible without having the driver's distraction being  an issue.  And then this approach of social media and places we introduced it in this DICE prototype  and new interior and then actually continue to use it in the product, in the digital drive  style product which we will launch actually in the new A-Class later this year and also  with like a swarm intelligence and connecting basically your social data with an intelligent  map underneath and with many, many ideas actually to just create a new rich experience while  driving and well integrated and of course very easy to use and here a short clip actually.  So for those of you which have been at the Consumer Electronics Show in Las Vegas this  year I hope you had a chance to stop by our booth and actually experience it.  So very, very intuitive to use so basically just reaching with your hands towards these  you know virtual soft keys and buttons and grabbing things and pulling them down actually  from the exterior from you know the surroundings and interacting with that data very easily  you can see actually for those cars around you which share that information can immediately  identify them and you know add them to your address book or follow them on Twitter when  you know driving by an interesting restaurant or you know listening into the music of a  pub you know what you like just by driving by or you know connecting maybe songs you  like with certain location you know you know things like geocaching of course you know  you know you want to share their routes with you and of course car sharing as the car to  go cars you see around the show here.  And let me just finish with one slide here and some information about things we are working  on now and where we go next actually beyond what I have presented before is you know we  are really thinking about a new you know generation of vehicles which are truly intelligent and  truly you know digital companions which learn your habits which adapt to your choices predict  your moves and interact with your social networks and really create an experience you know which  goes beyond what we all you know know today and experience today. So I hope you have some  questions or some comments we have a small Q&A session and thank you very much for listening.  Thank you.  Just let me know when you are in the Silicon Valley you can stop by our office. Hi I have  a question. In the past it always used to be that the car world and the electronics  world was hard to synchronize. I mean we used to use and have a new iPhone every year we  buy a new car three years seven years something like that. And another point is if the iPhone  sometimes crashes and does not what we want then that's okay maybe not nice but okay whereas  a car we expect that it works really every time. So how do you synchronize those things?  Yeah it's a very good question actually. So we have two things on the flexibility side  to actually be always up to date and you know to keep pace basically with the technology  and with innovation and so on and to kind of you know couple and have a solution you  know for the slow five six year development cycle of a car and you know the six to twelve  month development cycle of these consumer electronics and apps and so on. For that to  solve that and bridge that gap actually we created two solutions. On the one hand basically  Mercedes-Benz apps for example you know running in the browser environment having this flexible  approach and having the fully embedded systems basically which are fully proved and run through  the three to five year development cycle you know be open for you know apps which you  can continuously download update upgrade and so on and add down the road without having  to visit the dealership. That's the one solution you know creating these fully embedded systems  being flexible and being open for these add-ons and new installations of apps and so on. On  the other hand we create you know as perfect integrations as we can of smartphones and  actually new solutions which are based on the smartphone and to enable this way customers  actually to bring in the latest technology and latest gadgets each year basically as  they come out and use it in the car and of course you know in terms of stability we put  a lot of focus and a lot of automated and manual testing and so on to make sure that  these embedded systems you know work rock solid you know as you're used to today of  course you know when you make or when you develop systems based on smartphones there  could be cases you know just basically based on you know the nature of smartphones that  you know you cannot completely rely on you know compared to fully embedded systems that  is clear. Hi thanks again for the great speech just one question you said that for the new  A-Class you're going to ingrate the swarm intelligence technology how soon do you think  you're going to include the technology over all models? Yeah so this digital drive style  concept actually which I presented with social media and places in this rich UI we will introduce  it first in the A-Class but actually it is planned to go across all or most of the model  lines I should say so we do a staggered lounge basically then in the B and C and E-Class and  other vehicles as well so it is planned as a cross-carline solution  and by the way if you haven't visited the Daimler booth with in-depth evasion to hause  it as a theme you know please feel free to stop by check it out it's cool.  I am a bit disappointed by your talk if you work in the Silicon Valley and you present  products as disruptive say as the iPhone or the iPod products that have completely made  other products useless and have obsolete and have defined new ways of living I can't see  that in your products like if I put my iPhone in a car I can do the same things without  that your dice does without gloss and if I if I ride by or if I drive by in a closed  vehicle if I drive by a bar which plays music in a closed vehicle and I can hear the music  from the bar in my vehicle it seems a bit over the top because if I walked I could hear  the music from the open door so this seems like it's an awful lot of actually it doesn't  seem like that much of an effort to put like those electronic gadgets into a car that we  know from a hundred years so I would like to if I the the lie I thought there was this  is something from the lifestyle that I don't need in Europe I think so if I have this this  car and I can't find a parking lot when I when I hear that lovely music from the from  the the bar it makes no sense so I I hope to to hear a few moving ideas that maybe went  away from the pure box in which I sit and have to steer but I'm sure you have ideas  maybe you could tell some of these it's a it's a great great comment and I mean that's  one of the reasons actually why we are here too you know it's it's overall about mobility  so cars you know it's one form of ability and you know everybody can choose do you want  the car or not you know do you want a small car a large car a convertible or you know  a coupe or whatever and in that regards I mean we created solutions like car to go as  one mobility concept you know as car sharing we're working on other new mobility concepts  so in general I think as a company and also you know for me in the Silicon Valley with  our team there you know we fully support you know to come up with very disruptive and and  new ideas for mobility and then also for you know the car as long as it's with us as long  as it's there and we all like it or some of us at least you know to create solutions like  my opinion if you look at the dice and and you know maybe it was just a very short clip  and you know we didn't talk to you know deeply about you know all of its in my opinion pretty  disruptive you know innovation and ideas with augmented reality with gesture control you  know with with you know the intelligence you know I talked about last as last point point  you know with having you know basically context aware technologies you know with bringing  in you know more personalized and and more adaptive you know user interfaces that basically  the car or whatever you have in terms you know of your devices is already a step ahead  of you you know and can give you the right recommendations and make even predictions  of you know what's maybe your next move maybe based on calendar data based on lots of data  you know and based on your habits and and what you're used to so my opinion there are  actually a lot of you know big innovations and and inventions in this area coming up  but there are a lot of small improvements too you know which my opinion will make our  life just much easier I mean if you look at the car itself how many things you do not  have to operate anymore you know like your vipers going on when it's raining you know  your light is going on when you go into a tunnel you know with the Stronik plus and  our cars you know the car is breaking for you it's accelerating for you it's doing many  many things I mean the next step will of course be and it's going to be a giant step is autonomous  driving you know and there will be scenarios first where it's much easier maybe on a highway  and so on with all cars driving in one direction and so on before we do autonomous driving  in in in a city or so where it's much more complex with intersections with you know people  crossing the streets and so on but in my opinion there's still a lot of innovation and inventions  actually awaiting out there either to be discovered or we are already working on and you know partially  maybe not openly talking about it yet  so when there are no more questions I would say thank you JJ again a big applause for you  thank you
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