Mobileye Integrated Case Study: Autonomous Vehicle Revolution Plan

This case study delves into Mobileye, a company acquired by Intel in 2017, focusing on its autonomous driving strategies and its position in the ADAS market. Founded in 1999, Mobileye aimed to lead the autonomous vehicle revolution, facing challenges such as customer readiness and competition. The analysis covers the company's situation, objectives, problem statements, and proposed solutions, including exploring robotaxi ventures and maintaining a horizontal supplier role. It also discusses the role of technology, partnerships, and the impact of government regulations on Mobileye's business model, highlighting the company's commitment to innovation and its vision for the future of autonomous vehicles.

Integrated Case Study
Analysis
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Table Of Content
INTRODUCTION................................................................................................4
MAIN BODY
Situation in the case…………………………………………………………………………….4
Aims and objectives…………………………………………………………………………….5
Problem statement in the proposal plan………………………………………………………..5
Analysis and findings…………………………………………………………………………..6
Proposed solution of the problem……………………………………………………………..7
CONCLUSION…………………………………………………………………………………10
REFERENCES………………………………………………………………………………….11
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Executive Summary
The overall case study is about Mobileye company who operates into independent manner and
had been acquired by the California based company Itel in the year of 2017. Mobileye is a
company which was fouded in the year of 1999 by Amnon Shashua who was the professor at the
Hebrew Universityof Jerusalem. It is the company who built its business with a contrarian
strategy for ADAS. It covers discussion about statement of the problem and also about the
situation in the case. It also covers discussion about proposed plan of analysis and also about
current positions facing the chosen company. The report consist of integrated assessment of the
analysis which generate ideas or alternative solutions to the problems and issues.
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INTRODUCTION
Mobile eye is a company who operates into independent manner and had been acquired
by the California based company Itel in the year of 2017. In the year of 2021, Gelsinger has
rejoined the company named as Intel andd wanted to know that what could Mobileeye do for
Intel and what could Intel do for Mobileeye(Qi and et.al., 2021). The company has held around
seventy percent of the ADAS market with $ 1 billion in revenue in the year of 2020. Shahshua
dream is to lead the the autonomous vehicle revolution into positive manner. Their major
challenge was their customers Avs were not readyfor prime time in the year of 2021. The present
report will cover discussion about statement of the problem and also about the situation in the
case. In addition to this, the report will cover analyis about proposed plan of analysis and also
about current positions facing the chosen company. Moreover, the report will cover discussion
about integrated assessment of the analysis which generate ideas or alternative solutions to the
problems and issues. The report also consist of identifying relevant resources and techniques
helpful for analysin the case.
MAIN BODY
Situation in the case
Mobileye is a company which was fouded in the year of 1999 by Amnon Shashua who
was the professor at the Hebrew Universityof Jerusalem. It is the company who built its business
with a contrarian strategy for ADAS. According to case study, the robotaxi market which is
driverless, fully autonomous taxis and their team was very excited for the potential of robotaxis
in ordder to change the future of mobility. There are lots of manufacturers, tech companies and
start ups who all are rushing to participate in the Mobileyemarket by the year of 2030(Goldstein
and et.al., 2021). In the year of 2022, Mobileye was set to launch its first robotaxi pilot in Israel.
According to Shashua it has been beleieved that Avs would fundamentally alter the structure of
the auto industry. According to case study, it has been observed that the main problem is that car
companies DNA is not advanced software technology and they require some partnerships in
order to avoid losing business with companies like Apple and Tesla. From the perspective of AV
Players, the result was that many OEMs struggled with AV development. There were different
technologies which paves the way to fully autonomous vehicles. Cameras basically provide the
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high resolution images of the surrounding area whih includes traffic signals, road signs and lane
markings. It has been observed from the case study that Mobileye act as the strong belivers into
the context of power of cameras(Hanuman and Kumar., 2021). According to Senior director of
sensor Fusion of Mobiley, radar act as the software defined imaging radar. Beyond the
technology, Mobileye’s rosenblum argued that simulations are good from the perspective of
doing research but simulations cannot guarantee about the car which will safely handle black
swans andd edge cases in the real world. This company’s success sparked interest from Intel
who has acquired Mobileye for $15.3 billion in the year of 2017. It has been observed from case
study that Intel had given Mobileye responsibility for all of Intel’s automated driving technology.
In the formal manner, company has announced its strategy to move beyond ADAS in order to
address the three pillars of autonomous driving which includes mapping, sensing and driving
policy as well. The company was able to secure agreements with diffferent companies such as
Volkswagon, BMW and Nissan in order to collect mapping data from its on-board cameras.
Aims and Objectives
To research that whether they have to invest billions of dollars to build out a global, vertically
integrated robotaxi business or whether they use robotaxxis as an opportunity to learn and then
revert back to horizontal supplier of AV chips and software(Liu and et.al., 2021). To analyse the
situation of company and challenges faced by the company for its sustainability and to gain the
competitive advantage as well. To determine the role of technology and innovation used by the
company with google or other companies. The main goal of the company is to provide AV to the
car industry into positive manner.
Problem statement in the proposal plan
According to case study, it has been observed that few years ago, car companies have
hired engineers and they also thought that they could do it autonomy themselves. The main
problem is that car companies DNA is basically not advanced software technology and they also
need deep partnership if they want to avoid losing of bussiness with certain companies such as
Tesla and OEM. There are some OEMs who are pursuing partnerships at the current level.
According to Executive Vice President for product and strategy of Mobileye’s it has been noted
that most OEMs were highly risk averse in terms of nature. According to the case study they are
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facig lots of challenges for sustaining into the market and for gaining the competitive advantage
as well. They are mainly facing two kinds of problems which includes maintenance of stable
pricing in the market and another problem is that the role played by the google for self driving
cars revolution.
Analysis and findings
According to the case study, it has been find out that Mobileye has generated $ 1 billion
in revenue from ADAS systems by the year of 2020. The company was postioned to compete
across various parts of the AV value chain which includes ADAS, robotaxi, HD mapping and
SDS systems as well (Solmaz and et.al., 2021). From the perspective of short run, Mobileye has
been committed to entering into the business of robotaxi in the year of 2022. It was unclear from
the perspective of long run that how much far Mobileye can go into the future. According to the
first approach, Mobileye act as the vertical industry player and according to the second approach
it would remain act as the horizontal supplier to OEMs as it had been for ADAS systems.
According to case study, it has been observed that Mobileeye act as the opportunity but also
somewhere act as the risk as well.
It is basically completely a different business model in order to provide service into the form of
full-stack with a massive capital investment rather than acting as the horizontal supplier of
systems. The company has also planned to launch robotaxis in a few metropolitan cities and
areas as well. It has been observed that there are certain other option for Mobilieye to do both
own the full stack solution of Maas/roviding OEMs with autonomous driving systems and
robotaxi. According to Nehushtan, Mobileyehas saw the role in both the markets but
acknowledged that there were trade-offs. There are majorly two revolutions which includes the
revolution which is in progress for MaaS and another one is for consumer AVs. There was one
big uncertainty which is related to the government regulation(Jeon and et.al., 2021).
It has been observed that as an SDS supplier, Mobileye was directly liable for the the accidents
which involves consumer AVs.When Mobileye company act as the vertical integrated full stack
Mass provider then they to take much greater liability of risk and also the balance liability
exposure with market opportunity. From the opinion of Shashua’s it has been observed that, his
long term vision always been the consumer AV but from the perspective of robotaxis it act as the
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larger opportunity into the context of short run and also have the potential to reduce the
requirement for automobiles who are privately owned in the long run(Xu and et.al., 2021).
It has been suggested from internal estimates that it would cost around $ 1 billion in terms of
negative cashflow in order to roll out to four hundred cities.
With the implementation of robotaxi strategy also fulfills the requirement of
modernisation theory where Mobileye has tried to bring initiative in terms of AV technology
through their car industry. According to this theory, modernisation theory is that traditional
societies will develop as they adopt more modern practices. It is a theory which depicts about the
process of modern transition from traditional to the modern one. As there are different versions
of modernisation theory. This will include Marxist versus capitalist .When company has decided
to bring this change at theorganisational level which not only benefits the organisation but also
help in terms of economic growth as well. This kind of implementation also help into this
context that it uplifts the level of people in terms of living standard as well and this kind of
technological development also support in terms of technological upgradation of the
organisation. It lead towards positive development and growth into positive manner. The
significance of modernisation theory is that the understanding issues of social and economic
development and in creating policies that would assist social and econmic transitions in those
countries who are not well versed.
Proposed solution to problem
According to the case study, the solution of the problem is that a bevy of OEM
partnerships and acquisition had been announced in the recent years. While Shashua’s main goal
is that to deliver consumer Avs. Their strategy is that to provide robotaxis as the neare term
opportunity(Duan and et.al., 2021). Through this approach, it was easier for Shashua and his
team that to regulate and monitor a handfful of fleet operators rather than millions of inividual
owners of AVs. It has been observed that AVs required HD maps in order to travel anywhere
but early HD mapping efforts had been largely limited to cities. It has been observed from results
that HD mapping was better suited for robotaxis operating in geo fenced cities than to consumer
AVs which needs to drive in suburban, urban and rural areas. The most important thing is that
robotaxis would served as the research and development lab for AV eperimentation,learning and
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testing. According to Shashua, it has been observed that Robotaxis act as the stepping stone for
driverless cars. Another important factor for robotaxis was the potential for the lower cost
alternative to other transportation options.
The solution of the problem also act as the unified gateway for the end users in order to
digitally connect with differet kinds of mobility services to book, plan and pay for the
transportation on demand (Banjade and et.al., 2021). It has included both kinds of transportation
options which includes public and private. There are certain advantages at societal level of Maas
which includes reduced traffic congestion, lower costs, reduced emissions and increased transit
network efficiencies. Mobileye company simply act as the self driving system software which is
the full AV system kit which incvludes SDS software, SDS hardware, HD maps and data
services. It also act as the self driving vehicles which is a level 4 plus base vehicle, rider sensing
and MaaS UX hardware. It also act as the mobility intelligence platform and services and
services and in-ride experience. Mobileeye has also one of the value layer which includes fleet
operations and tele operations. These handles the maintenance, charging, repair, storage and
cleaning of vehicles.
Tele operations are basically control and command centres which had humans on hand for back
up AV decision support such as routing decisions and road decisions. One of the value is also
the service and in ride experience and also the user feeling of psychological safety. In order to
build the self driving vehicle, Mobileye has announced the joint venture with Volkswagon for
the robotaxi trial in Israel and their plan is also that to outsource the fleet operations and tele
operations to champion motors. Intel has acquired Moovit in the year of 2020 for $ 900 million
in order to address the mobility intelligence platform(King and et.al., 2021). Moovit is basically
the urban mobility app which was consumer facing and that integrates the all forms of
transportation which includes ride hailing services, public transit, scooters, bicycles, carpooling
and carsharing as well. In order to get real time data from its vehicles, the company has
partnership with 7500 local public transit operators. They have also other 320 mobility partners
such as ride hailing services.
In order to provide the company a best solution, due to uncertain economies of MaaS, the
company has made the strategic decision in order to adopt a diversified go to market strategy
which includes business models, vehicles as service and ride as a service. Through pursuing
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XaaS strategy it has been observed that company has dynamically determine that what level of
integration was optimal at economic level(Mattas, K., 2021). There are some other models which
gives opportunity to Mobileye in order to participate in certain markets where Mobileye could
not choose to be robotaxi player. According to case study, vehicle as service act as the
opportunity in order to sell autonomous vehicles or shuttles to a transit operator which needs to
be assimilated into the operatoers control center and eisting fleet. There are also some other
potential customers of VaaS which includes transportation network operators or car rental
companies.
In order to solve problem into effective manner at the organisational level, it has been
observed that problem solving model can also help into this context. It can be fulfilled through
following certain steps by Mobileye company into the following manner:
First step is that to define the problem into appropriate manner by the Mobileye company
into positive manner. Within this step, team defines the problem into the concrete form. In the
next step, it is necessary for Mobileye company to baseline the data which are collected within
the process if they do not already exist. It basically permits the measurement of the current level
of performance so that future gains can be measured into subsequent manner. In the next step it
is important to set the goal into appropriate manner so that further actions can be taken
accordingly. The main goal of the company is that to provide the autonomous vehicle through
the car industry into result oriented manner. Goals basically provide direction and vision which
helps the team to make choices and also knows which path to take. It is very important to make
sure that goals should be in measurable terms. In this way, team can measure their performance
towards the goal.
In the next step, Mobileye needs to make sure that the process can work into appropriate manner
or not whether it is in the control or out of control according to the set procedure. After that
select the best strategy which can solve the proble m into appropriate manner (Lopez-Montiel
and et.al., 2021). The team needs to brainstorm and find out the solutions into strategic manner
with support of strategies. Benchmarking and fish bone diagram act ass the important parameter
in terms of executing the results into appropriate manner. In the further step, it is necessary to
implement the strategy into result oriented manner with an action plan. After that team has
evaluated that the solution has been effective or not. According to the data it has been easier for
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Mobileye company that whether the steps taken are beneficial or not for the company ffrom the
perspective of long term (Banerjee and Jeihani., 2021). After that it is important to develop an
ongoing process in order to assure that the gain stay is in place for the long term. It has been
observed that sometimes problem gets its solution and then later resurfaces. This situation has
been occurred in that case when the solution has been determined but the system can’t adopt it
into successful manner. In the further step, company keeps an eye on the continuoous
improvement so that proper monitoring can be done by the Mobileye company. This is the last
step when the accomplishment has been recognised by the company into positive manner where
all the efforts of team members and related people reaches to their final destination.
CONCLUSION
The above stated report concludes that companies have to work very hard in order to
implement their new ideas into effective manner. It has been concluded that with the effective
implementation of technology at the organisational level and within the products not only
benefits the organisation into positive manner but also support people in term of raising their
level at the societal level. It has been determined that within the business there are different
challenges and problems which organisation has to came across which can be immediately
resolved through support system of practical solution. It has been observed that for finding the
solution of the problem it is necessary to analyse the market into deeper manner and do the
research into particular field with positive approach so that results can be achieved within the
period of time. It has also been concluded that only research is not effective an organisation has
to think beyond the perspective and has to look from the future perspective of two to three years
as well. So technological developmet is very necessary for organisational growth and
development as well.
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REFERENCES
Books and Journal
Qi and et.al., 2021. Tackling Variabilities in Autonomous Driving. arXiv preprint
arXiv:2104.10415.
Goldstein and et.al., 2021, April. A lightweight error-resiliency mechanism for deep neural
networks. In 2021 22nd International Symposium on Quality Electronic Design (ISQED) (pp.
311-316). IEEE.
Hanuman, A.S. and Kumar, G.P., 2021. Robust and real-time multi-lane and single lane
detection in Indian highway scenarios. In E3S Web of Conferences (Vol. 309). EDP Sciences.
Liu and et.al., 2021. Trajectory Prediction of Preceding Target Vehicles Based on Lane Crossing
and Final Points Generation Model Considering Driving Styles. IEEE Transactions on Vehicular
Technology, 70(9), pp.8720-8730.
Solmaz and et.al., 2021, September. Development, Analysis, and Real-life Benchmarking of
RRT-based Path Planning Algorithms for Automated Valet Parking. In 2021 IEEE International
Intelligent Transportation Systems Conference (ITSC) (pp. 621-628). IEEE.
Jeon and et.al., 2021. A Smart Bicycle That Protects Itself: Active Sensing and Estimation for
Car-Bicycle Collision Prevention. IEEE Control Systems Magazine, 41(3), pp.28-57.
Xu and et.al., 2021, October. Analysis and Mitigation of Function Interaction Risks in Robot
Apps. In 24th International Symposium on Research in Attacks, Intrusions and Defenses (pp. 1-
16).
Duan and et.al., 2021. Encoding distributional soft actor-critic for autonomous driving in multi-
lane scenarios. arXiv preprint arXiv:2109.05540.
Banjade and et.al., 2021, September. Vulnerable Road Users Safety in Infrastructure Assisted
Intelligent Transportation System. In 2021 IEEE International Smart Cities Conference
(ISC2) (pp. 1-7). IEEE.
King and et.al., 2021. Capturing the Variety of Urban Logical Scenarios from Bird-view
Trajectories. In VEHITS (pp. 471-480).
Mattas, K., 2021. Modeling the safety and efficiency performance of automated vehicles using
fuzzy logic (Doctoral dissertation, Δημοκρίτειο Πανεπιστήμιο Θράκης (ΔΠΘ). Σχολή
Πολυτεχνική. Τμήμα Πολιτικών Μηχανικών. Τομέας Μαθηματικών, Προγραμματισμού και
Γενικών Μαθημάτων).
Lopez-Montiel and et.al., 2021. Evaluation of deep learning algorithms for traffic sign detection
to implement on embedded systems. In Recent Advances of Hybrid Intelligent Systems Based on
Soft Computing (pp. 95-115). Springer, Cham.
Banerjee, S. and Jeihani, M., 2021. Forward Collision Warning Systems: Validating Driving
Simulator Results with Field Data. arXiv preprint arXiv:2112.13645.
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Engstle and et.al., 2017. Software Development for Autonomous Driving
Functions. ATZelektronik worldwide, 12(1), pp.42-47.
Jeong, Y., 2021. Predictive Lane Change Decision Making Using Bidirectional Long Shot-Term
Memory for Autonomous Driving on Highways. IEEE Access, 9, pp.144985-144998.
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