Kashif Raza 24

Sanjay Kumar 44
Santosh Sah 45
Swardesh Jha 52
Vinay Kumar 56
Source: Texas Instruments, WCP
 Mobileye overview
• Started in 1999 by Amnon Shashua & Ziv
Aviram on a belief that a single cheap
camera along with sophisticated software
could reduce collisions, prevent accidents
and save lives.
• Went Public in 2014 with 285 car models
and 20 car manufacturers already
committed to their technology
• They are now debating their role in self-
driving cars before Prof. Amnon shashua’s
talk at Google. Their upcoming visit raised
obvious questions about the efficacy of
Google’s approach in the future of self
driving car. Whether Google is a
competitor or a partner for Mobileye
remains the topic of discussion.
A Nascent Market Segment
 Cars of the future
evolving to be data
centers on wheels
 L1/L2 and L3/L4
adoption expected
to reach >40% and
>30% respectively by
2030
Google as competitor
 Google is a challenge for Mobile eye in the long run
 Mobileye is Driver assistant technology whereas Google is taking with its
moon-shot strategy.
 Google wants to leap directly into the self-driving era and has gone so far as to
develop prototypes that have no steering wheel or pedals
 Google have high cash.
 High R&D facility.
 Google has high brand value.
 Other technology like Artificial intelligence, which is moving faster than
anyone in the auto industry expected, is helping with those complex situations
that arise on city streets, like merging into a roundabout
Google as competitor
 Google can try both approaches - 3-D mapping that it may license to
automakers
 Google may offer to carmakers that use Android Automotive, the
company’s embedded operating system for cars
Google as Collaborator
 Mobileye must choose a partner to solidify its position in the impending
automated driving revolution.
 With the aim of making cars safer to drive and overcome the limitations of
traditional cameras, new sensors such as Radar, LIDAR and ultra sonic are
also being used to enhance the features for ADAS.
 Reduce threat of substitutes such as LIDAR systems and 3D mapping.
 Sensing systems are also used for in-car monitoring, driving analysis, and
car security, adding additional safety features to automobiles .
Government regulation on self-driving cars prioritizes safety.
Google as Collaborator
 Small firm with only 550 employees (as of 2014). Demand will increase in
the future as automated driving becomes more common. Google was a
larger company with more available resources which was a competitive
vulnerability for Mobileye.
 Larger companies developing in-house solutions for ADAS and self-
driving technology.
 Strong Google brand and shared vision of autonomous driving in future.
Keeping Google at Arm’s Length
 While Mobileye focused on sensing and understanding, Google relied
more upon storing and aligning.
 Google took active participation in constructing high definition maps,
sensors and 3D recordings
 Mobile eye utilised the sensors to gather information, interpret data upon
implementation of software and apply machine-learning techniques for
allowing the car to get an overview of the scene.
Keeping Google at Arm’s Length
 Google is not posed to provide a direct-to-consumer solution while
Mobileye already has successfully entered the marketplace.
 Google is extremely costly while Mobileye is reasonable in cost.
 Because of so much differences between Mobileye & Google, partnership
between the two won’t be beneficial.
 If the two-organization look at each other as competitors, then in the end
Mobileye may lose the tussle owing to the brand recognition gained by
Google over the past decade.
Today’s scenerio
 Google producing and testing autonomous car of its own design and
racing up millions of miles in test drives.
 Nvidia, whose superfast processor are attracting automakers because of its
ability to fuse images from camera and radar sensor to detect obstacles.
 Intel is betting that it can reshape the competitive landscape with its
acquisition of Mobileye, which makes camera, sensor and software that
enables cars to detect what is ahead.
10 start-ups that are gunning for the self-
driving car market
 Arbe Robotics: It is building radar systems for autonomous drones that help
them to avoid objects up to one kilometer away.
 Argus Cybersecurity: Argus Cybersecurity calls itself 'the world's largest
independent automotive security' company.
 Autotalks: Autotalks is a semiconductor company focusing on communication
between the car and everything else, called V2X in industry jargon.
 Cognata: It's not enough for this company to engage with technologies like
machine learning and AI, it is actually building a simulation for such things.
Because it's estimated that autonomous driving systems will need to clock
billions of miles of driving to reach human-level error rates, Cognata is creating
a virtual environment, including whole cities, to simulate these journeys
 Cortica: It uses so-called 'unsupervised machine learning' to let systems see.
 Innoviz Technologies: Innoviz Technologies has the kind of sensors that Cortica
can probably unleash its AI systems on. The company makes LiDAR, laser,
sensors to enable cars to detect objects.
 Karamba security: The company's solutions are built into the car's electronics,
components and 'hardens' these against hackers.
 Nexar: Nexar is best known for its collision prevention app for Android and iOS,
also called Nexar.
 Oryx Vision: It has developed an alternative to the LiDAR sensors, radar and/or
cameras that many self-driving cars rely on to see their surroundings.
 Valens: Valens, a semiconductor company, has developed its own standard for in-
car communication over existing, simple wire that the automotive industry
already uses. The new standard is being adopted by several car makers and is
also in use outside the automotive industry.