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`Hackenberg explains VW's new infotainment
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`architecture
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`Volkswagen Group is rolling out a new modular infotainment system (MIB). The German carmaker
`hopes MIB will give it the tools to provide its customers state of the art infotainment systems that can
`be tailored to each of its brands and updated quickly and easily.
`
`Ulrich Hackenberg, member of the VW brand management board and the executive who also
`developed the company's modular car-platform strategy, explained to automotiveIT how VW will use
`the new MIB.
`
`In a wide-ranging interview, Hackenberg also discussed the role of the Cloud in infotainment, the
`potential for Ethernet in the car, the role of partner companies and privacy concerns related to the
`connected car.
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`copyright by automotiveIT
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`WVR 2002
`Volkswagon v. WVR
`IPR2015-01941
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`Page 2 of 6
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`Hackenberg explains VW's new infotainment
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`architecture
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`Mr. Hackenberg, like Volkswagen’s subsidiary Audi, you are introducing a modular infotainment
`system, MIB for short. What is the concept promising in the way of advantages?
`
`With MIB, the Volkswagen Group is facing up to the infotainment challenges of the future. Its
`modular construction allows the use of multifaceted infotainment functions across a broad spectrum
`of vehicle classes. With its development spread across the brands, we are exploiting the
`opportunities for synergies company-wide at the maximum level and making it possible to respond
`quickly to the constantly changing demands of the market.
`
`Can you explain the technology behind MIB in somewhat greater detail?
`
`The main computer for our top navigation system is composed of two units. In addition to the main
`and flash memory, this high-performance module integrates the latest Tegra processor. Thanks to
`this equipment, all the voice control, online, media, navigation and telephone functions can be
`realized. The new modular layout allows the simple updating of hardware. This makes it possible to
`constantly keep the system state-of-the-art.
`
`Despite all the modularity at the backend, the controls concept for the new Audi A3 with its
`turn/press control knob is different from that of the future Golf VII, which continues to rely on touch
`screen technology. When it comes to ergonomic controls, which brand is taking the wrong
`approach?
`
`The modes of control have a long tradition at individual brands. In my view, there is not a clear,
`scientifically founded conclusion as to which control concept is generally better. It always comes
`down to the details of specific criteria and customer habits. The two methods – Audi’s indirect
`controls and Volkswagen’s direct interaction on the touch screen – have different strengths.
`
`What are they?
`
`Interaction by touch is an established form of control. It is mainly impressive because it is easy to
`learn and offers direct, immediate interaction with the elements that are presented. Moreover, the
`customer is accustomed to touch controls in other areas. At Volkswagen, we are clearly relying on
`touch as a cross-segment, brand-shaping element for the control of information and communication
`systems in our vehicles.
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`Page 3 of 6
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`Hackenberg explains VW's new infotainment
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`architecture
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`What significance do you attach to text-to-speech, gesture control and augmented reality?
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`The evaluation of various input and output channels – such as speech, touch and gestures for
`interaction with technical devices in the automotive environment – is a key factor for safe and
`simultaneously intuitive display and controls technology. In this regard, let me refer to interpersonal
`communication. It is precisely the parallel availability of several communication channels – you say
`something and then support what you say with appropriate gestures – that makes the exchange of
`information between two people not just extremely robust but flexible with regard to changing
`constraints.
`
`What consequences does that have for your company’s development engineers?
`
`We also want to offer this convenience to our customers as they deal with the information and
`communication systems built into their cars. The customer has the opportunity to choose between
`various input and output options.
`
`At its introduction, MIB is still using the UMTS standard. When do you think LTE will find its way into
`it?
`
`As the successor standard to UMTS, LTE, or Long Term Evolution, offers the opportunity for higher
`data rates. LTE routers are currently becoming more common for home use – as a substitute for
`DSL in rural areas – and for the first mobile devices. We are working with chip manufacturers on the
`introduction of LTE in the automobile. This will realistically begin in 2014.
`
`BMW and Mercedes have taken the path of integrating smartphones in such a way that the driver
`sees the usual surface of the device in the display. Are you adopting this philosophy? Or what path
`is Volkswagen taking on integration?
`
`The use of touch screens on smartphone has really been an overwhelming success; we will
`consistently use them in our vehicles as well. The integration philosophy for Volkswagen cars will
`turn out to be even more familiar to customers than the philosophy of our competitors. Volkswagen
`is currently working on integration that allows the use of safe, familiar controls during driving.
`
`Apps will play an important role in the car in the future. With its new 208 this summer, Peugeot will
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`Page 4 of 6
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`Hackenberg explains VW's new infotainment
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`architecture
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`be one of the first automakers to introduce a comprehensive app package and may even have its
`own shop for it. When can Polo drivers expect this?
`
`With smartphone integration, it will be possible to use the personal apps that the customer carries
`on his smartphone in the vehicle as well. Advanced concepts to expand functions of the integrated
`vehicle systems will be made available in all vehicle classes with the use of MIB across vehicles.
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`And do you see a business model behind this?
`
`Here we see the opportunity to take advantage of the creativity of other companies or even our
`customers to increase the appeal of our vehicles.
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`Will the customer be able to store his data in a VW cloud in the future?
`
`As a vehicle manufacturer, Volkswagen is not competing with existing clouds and their personalized
`functions. New vehicle-related functions will be made available to customers with an appropriate VW
`infrastructure.
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`A global study of automakers and suppliers by the consulting firm KPMG found that the auto
`industry has no proper notion of the future desires of customers. In your opinion, what features will
`be high on buyers’ wish lists in 2025?
`
`Volkswagen regularly carries out studies on this issue, both in the “classic” U.S., European and
`Chinese markets and in influential markets such as South Korea. In 2025, media and network
`technologies will have shaped customer requirements even more strongly than they have today. The
`focus is now on topics such as connectivity, fuel consumption and sustainability, and they will
`become even more important due to new mobility concepts.
`
`Please explain that a bit
`
`There is strong demand especially for connectivity already, yet it will continue to develop vigorously.
`We know that there is a strong demand for connectivity among young people today. The young
`have grown up with the new technology and they know that technologies change, mutate and even
`disappear when they are replaced by something else. That’s why younger customers prefer
`solutions that integrate their mobile devices into the vehicle.
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`Page 5 of 6
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`Hackenberg explains VW's new infotainment
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`architecture
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`And the older customers?
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`Older customers want an integrated solution and put more value on fuel consumption and efficiency.
`The combination of connectivity and alternative powertrains also permits completely new functions
`such as the pre-cooling/heating of a battery-powered electric vehicle during the charging process.
`
`Some premium brands are pushing the networked vehicle effectively in the media. What does
`Volkswagen understand this to mean and what are the milestones for it?
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`Today the world of the customer is networked to a high degree thanks to smartphones, tablets, PCs
`and the like. The networked vehicle will integrate itself seamlessly into this world and will offer new
`functions for convenience, entertainment and safety. You can find visible milestones for it in our
`e-vehicle test fleets. Every fleet customer is given an iPhone along with his vehicle that can be used
`to control the charging process and interior climate system as well as review other details of the
`vehicle’s status.
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`A networked vehicle requires the maximum end-to-end integration of the IT infrastructure within the
`car and outside of it. Is Ethernet the right solution for this – after all, the technology can be found in
`every home and office. Or is the structural similarity overstated?
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`As a first step in this technology, Volkswagen is developing the networking of cameras for
`assistance systems based on Ethernet technology. In this way, the digital point-to-point connections
`are replaced and Volkswagen is creating the technological foundation for the use of Ethernet as a
`broadband bus technology in future vehicles. In the future, transmission rates often found in offices
`and homes can thus be used for networking in the vehicle as well.
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`With networking’s progress, the quantity of data transferred from and into the vehicle will rise
`dramatically. Powerful backend structures are needed for this. How is Volkswagen preparing for
`this?
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`We are basically paying attention to data efficiency and data protection in our functions’ designs.
`That means we give careful consideration to what data are transmitted how often. The backend
`concepts will be completely scalable, so they can respond to all requirements flexibly. We created
`the internal requirements with the launch of the new corporate computing center in Wolfsburg. It sets
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`Page 6 of 6
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`Hackenberg explains VW's new infotainment
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`new standards for security, performance and energy efficiency.
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`The data collection could theoretically be used to create profiles of drivers’ movements in the future.
`How would you respond to potential criticism on this?
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`The vehicle’s communication takes place securely, with the consent of the customer, from a
`backend controlled by Volkswagen. The relaying of data that may be necessary for a function takes
`place in anonymized form. For example, this is the way the Google navigation occurs in the Phaeton
`today.
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`-Interview by Hilmar Dunker
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`copyright by automotiveIT
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