Drive small THINK BIG! - IDEMA · Drive small THINK BIG! The New Digital Living Room - Integrating HDDs into the Car Scott Wright September 14, 2006

Drive Drive smallsmallTHINKTHINK BIG!BIG!

The New Digital Living Room -Integrating HDDs into the Car

Scott WrightSeptember 14, 2006

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Topics‣Market Trends

‣Automotive HDD Technology

‣Current & Future Directions

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50 Years Ago…

1956 Buick Roadmaster

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Auto Makers’ Needs

1.Safety• And Security…

2.Profitability• Give the customer what they want…

3.Satisfied CustomersComponents and technologies that …

• Meet automotive specifications• Are field proven• Remain relevant over the life of the vehicle

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Consumer NeedsMobile Lifestyle – It’s Digital‣ Lifestyle

• Cell phones / text messaging • Blackberry / PDA • Email

‣ Entertainment• Media players• Gaming• Audio & video channels

‣ Information Lifestyle• Internet / Web access• Digital still & video• Navigation & POI

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Auto Consumer NeedsBetter Driving Experience‣ Integrated digital audio‣ Hands-free cell phones‣ GPS navigation, traffic & POI‣ Safety & security‣ Theft deterrence‣ Rear-seat entertainment &

gaming options

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Technology Convergence in the CarTechnology Convergence in the Car

WirelessWirelessGPS

CellSat.

Radio

Bluetooth

AMRadio

FMRadio

Wide-band

MediaMediaCD DVDMP3Cassette

Tape8 Track

ServicesServicesConcierge

RT TrafficRT Weather

Time-ShiftRadio

Sat.TV

Web-connect

On-demandcontent

HD-DVD

RT News VoIP

1956 2006

Audio DigitalAudio

“Infotainment”

Telematics

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Auto Infotainment:Capacity is King• GPS/navigation = 4-15 GB • Digital music 1-5k songs = 4-20 GB• Digital video* (std def) = 1 GB • Digital video* (hi def) = 10 GB• Gaming = 1-20 GB• Audio books = 1 GB

Capacity requirements – HDD = 20-65GB+*1 hour

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HDDs Meet the Challenge: High Capacity in the Car

• Stringent market requirements• Environmental extremes• Lengthy qualification & test cycles• Vendor experience & know-how• Longer product lifecycles

• Automotive-class HDDs deliver• High-capacity, cost effectively

• 40GB today• Broad operating range

• -30˚C to +85˚C • Improved humidity control • Improved altitude; 4,300 meters

• Field proven

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Current Directions‣ Integrated Information

• Navigation & POI• Real-time traffic, weather• Systems status

‣ Integrated Audio• USB port• iPod Integration• HDD-based jukebox / navigation

‣ Aftermarket• GPS navigation• iPod integration• Rear-seat entertainment

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The Next Wave …‣ Enablers

• Middle-ware / flexible HMI• Higher storage capacity• Wireless-based services

‣ Infotainment• Personal content continuity• Route and Image capture• Location-based services

‣ Telematics• Threat detection & deterrence• Enhanced concierge services• Predictive diagnostics

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Drive Drive smallsmall

THINKTHINK BIG!BIG!

Thank You!

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Toshiba Automotive HDD Experience‣ 1967 - Toshiba starts HDD business‣ 1990 - First Toshiba 2.5” HDD‣ 1996 – Auto-grade HDD research begins‣ 2000 - Dedicated automotive design group‣ 2001 - 10GB Auto HDD Ships ‣ 2002 - 16GB Auto HDD Ships‣ 2003 - 20GB Auto HDD Ships‣ 2004 - 30GB Auto HDD Ships‣ 2005 - 40GB Auto HDD Ships

‣ First automotive OEM installed HDD in Japan‣ 85% auto HDD market share (source TSR)‣ Almost 3 million auto HDDs shipped to date