Noel Hurley is the VP of Strategy for IPG and his focus lies on new growth opportunities.

Noel has held multiple positions at Arm, including VP and General Manager of the Business Segment Group, where he was responsible for product strategy and eco-system development for servers, network infrastructure, and mobile computing, and General Manager of the CPU Group, responsible for Arm Cortex processors.

Noel originally joined Arm in 1994, operating technical marketing, segment marketing, product marketing, and commercial roles.

He left Arm in 2005 to become a Founder and Vice President of Marketing for XMOS Semiconductors, a VC-funded fabless semiconductor company. Subsequently in 2010, he joined Toumaz Technology becoming the COO, before re-joining Arm at the end of 2011.

In his keynote speech, Dr. Marcel Wille will explain challenges and experiences regarding system performance, handling of inconsistencies in an emerging AUTOSAR standard, limitations of service-oriented communication in interaction between embedded systems and Adaptive AUTOSAR as well as portability of applications.

Digitalization is changing the automotive industry dramatically. The “smart” vehicle becomes an integral part of the digital world. It consistently increases performance and functionality via updates after sales. This requires new approaches with respect to E/E architectures, software platforms and communication paradigms heavily influenced by technologies established in software industry and consumer electronics.

Volkswagen will introduce those approaches in its new electrical car platform MEB. It offers a centralized functional architecture along with the introduction of the Adaptive AUTOSAR software platform and service-oriented communication.

A couple of challenges were mastered including the initial situation with a completely new architectural approach, an AUTOSAR standard that was under development and never proven in use, and the unknown impact of service-oriented communication.

Maki Kaplinsky is a serial entrepreneur with a managerial track record of successfully growing start-ups from launch through merger and acquisition.

She is the CEO and Cofounder of New Future Transportation Inc. (NFT), a fast-growing Silicon Valley start-up that bridges aviation and automotive and is focused on disruptive urban air mobility solutions. Maki has assembled a crack R&D team to develop the NFT ASKA drive and fly vehicle electric Vertical Take-off and Landing (eVTOL). The NFT ASKA drives like a car on the road and can take off vertically to fly like a plane. The concept for the NFT eVTOL debuted at CES 2019, earning a place on the ‘watch list’ in the global investor community and extensive media coverage. In June 2019, NFT demonstrated the first scale model of the ASKA at the EcoMotion Conference in Israel.

Maki’s first start-up was a global consulting company for government-related projects in over 15 countries. Her second start-up, IQP Corporation, was an early innovator in the Internet of Things and sold to GE in 2017.

Bosch bases its vehicle computers, which emerge from functional centralization, on a uniform, vehicle-optimized operating system.
For this purpose, Bosch created the domain-independent Vehicle Computer Campus.
With the centralization of vehicle functions within and across domain boundaries, new software platforms are arising and will be continuously developed across vehicle generations. Continuous development of software platforms results in the decoupling of software and hardware – technically, but also on a business-level.

New challenges arise from the complexity of the growing combination of software and hardware modules that can only be processed through a scalable and hardware-agnostic operating system. Bosch pursues a consistent strategy and adapted business units for these challenges to serve vehicle computer business - also as a pure software supplier.

The promise of the first true self-driving car hitting the streets is driving innovation throughout the automotive industry. But there are still large steps to take to turn today's prototype vehicles along with their mandatory safety drivers into actual autonomous vehicles. This talk will examine some of the big challenges around the safe high-performance compute required, and outline solutions and technologies that can enable true deployment. Additional speaking points will include the different types of computing required, reducing SWaP-C (size, weight, power and cost), and achieving functional safety.

The rapid growth of vehicle software, combined with the complex interaction of hardware, software, and physical components, creates an enormous challenge for automobile manufacturers and their suppliers. To address these challenges, in the last decade OEMs started to move software development from real hardware to fully simulated environments, where most development steps can be performed faster, safer, and better. Tests are then performed simultaneously at many work seats (faster), and in a highly available and relatively inexpensive environment (PC).

Virtualization enables a tremendous increase in test coverage (safer). Finally, errors are detected earlier, which reduces costs. Apart from sketching the technical foundation for virtual ECUs, the presentation surveys recent applications from the powertrain, chassis, and ADAS/AV domain, all based on the virtual ECU tool Silver.

The automotive industry moving towards what sometimes is called “the software defined car” – that is, it is the software that defines the product and the customer/driver experience, and it is the software that differentiates us from our competitors. Future customer expectations will be more akin to the experience they have with their smartphone – well-working software providing functionality that with regular over-the-air updates evolves and improves over time. This means that the software will be a car manufacturer’s main asset.

With the move towards the software defined car, we see many necessary changes in the underlying technologies that upholds the software. This talk will address two major changes: 1) the move towards a centralised computing architecture with corresponding modifications in the overall software structure, and 2) new/increased needs for different types of computing hardware based on the changing functional content and software implementations.

The functionality of software and the demand for computing capacity in vehicles is increasing at an enormous rate. The relation between function and its hardware would lead to an continuous increase of control units which is not sustainable from technical and economic points of view. As a result car manufacturers increasingly consolidate functions on fewer, but more powerful control units. There are several such projects currently in development, but the consequences to business and technology in the mid-term and long-term are much more fundamental than many in the automotive domain currently understand.
This presentation details some of these effects from a practical point of view and outlines how the market and standards will evolve over the next years.

Mr. Garzón conducts research and analysis on electronics markets with a special focus on body electronics, infotainment, and ADAS systems. Previously, he worked in the infotainment departments of Seat, Aston Martin, and BMW and as a test development engineer at NXP. Prior to that, he conducted research on artificial intelligence for Bosch, Sony, Telefónica, and Fraunhofer. Mr. Garzón holds a bachelor's degree in telecommunications engineering from the Polytechnic University of Madrid, Spain and a Master of Science in information technology from the University of Stuttgart, Germany.
He speaks English, German, and Spanish.

Andreas Greff is the Head of Cross-Divisional Customer Project Management at Continental Automotive Group in the field of automotive computing platforms.

Before joining Continental, he has spent 19 years with an engineering service provider, being responsible from software development over system engineering for engine management systems to starting and heading the U.S. subsidiary. At Continental, he has spent seven years in the powertrain field, before focusing on new vehicle architecture projects and the alignment of related activities in 2016.

He has a master’s degree in electrical engineering at the Technical University of Braunschweig (Germany) and earned an MBA degree in global management (U.S.).

Automotive electronics and the vehicle ecosystem are experiencing a significant amount of disruption in the face of macro trends such as autonomous driving, connectivity, electrification, and shared mobility. In fact, the need for computing power has never been higher. Individual distributed systems have become complicated and unsustainable. As a result, the industry is demanding connected, secure central computing platforms and more and more sensors and actuators. In a first step there will be basically equally designed computing platforms, in which the domain-specific design is no longer existing. Service-oriented architecture will enable dynamic load balancing, configuration, and seamless integration of cloud & edge computing. The logical step is using the game changing technology of Ethernet Time-Sensitive Networking (TSN), which will give us the opportunity to convert on pure IP-based end-to-end real-time communication. This will give us the possibility to create a new E/E architecture with a zonal approach, which is fully scalable and capable to cover the upcoming future requirements for 2024 and beyond.