The case study analysis covers the situation of Mobil Eye Company, challenges faced by the company, proposed solutions, and competitor analysis. It also includes SWOT and PESTLE analysis of the company.
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Table Of Content INTRODUCTION................................................................................................4 MAIN BODY Chapter 1 Introduction of the company....................................................................................................4 Chapter 2 Situation in the case…………………………………………………………………………….4 Aims and objectives…………………………………………………………………………….5 Chapter 3 Problem statement in the proposal plan………………………………………………………..5 Chapter 4 Analysis and findings…………………………………………………………………………..6 Chapter 5 Proposed solution of the problem……………………………………………………………..7 CONCLUSION…………………………………………………………………………………10 REFERENCES………………………………………………………………………………….11 2
Executive Summary The overall case study is about Mobil eye company who operates into independent manner and had been acquired by the California based company Intel in the year of 2017. Mobil eye is a company which was founded in the year of 1999 by Am non Shashua who was the professor at the Hebrew University of Jerusalem. In the year of 2021, Gel singer has rejoined the company named as Intel and wanted to know that what could Mobile eye do for Intel and what could Intel do for Mobile eye. 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. There are certain kinds of problems and challenges which is faced by the company for which they have plan some new strategies which includes Robo taxi. It has been observed within thecase that there are certain new technologies which has been launched within the industry of car. 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. 3
INTRODUCTION Mobile eye is a company who operates into independent manner and had been acquired by the California based company Intel in the year of 2017. In the year of 2021, Gel singer has rejoined the company named as Intel and wanted to know that what could Mobile eye do for Intel and what could Intel do for Mobile eye(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 Autonomous vehicles were not ready for 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 analysis 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 analysis in the case. MAIN BODY Chapter 1 Introduction of the company Mobile eye is a company who operates into independent manner and had been acquired by the California based company Intel in the year of 2017. It is the company which was founded in the year of 1999 by Am non Shashua who was the professor at the Hebrew University of Jerusalem. Chapter 2 Situation in the case Mobil eye is a company which was founded in the year of 1999 by Am non Shashua who was the professor at the Hebrew University of Jerusalem. It is the company who built its business with a contrarian strategy for ADAS. According to case study, the Robo taxi market which is driver less, fully autonomous taxis and their team was very excited for the potential of robo taxis in order to change the future of mobility. There are lots of manufacturers, tech companies and 4
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start ups who all are rushing to participate in the Mobil eye market by the year of 2030(Goldstein and et.al., 2021).In the year of 2022, Mobil eye was set to launch its first robotaxi pilot in Israel. According to Shashua it has been believed 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. Camerasbasically provide the high resolution images of the surrounding area which includes traffic signals, road signs and lane markings. It has been observed from the case study that Mobil eye act as the strong believers into the context of power of cameras(Hanuman and Kumar., 2021).According to Senior director of sensor Fusion of Mobile y, radar act as the software defined imaging radar. Beyond the technology, Mobil eye'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 and edge cases in the real world.This company’s success sparked interest from Intel who has acquired Mobil eye for $15.3 billion in the year of 2017. It has been observed from case studythatIntelhadgivenMobileyeresponsibilityforallofIntel’sautomateddriving 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 different companies such as Volkswagen, 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 robotaxis 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. 5
Chapter 3 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 business 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 Mobil eye's it has been noted that most OEMs were highly risk averse in terms of nature. According to the case study they are facing 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. Chapter 4 Analysis and findings According to the case study, it has been find out that Mobil eye has generated $ 1 billion in revenue from ADAS systems by the year of 2020. The company was positioned 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, Mobil eye 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 Mobil eye can go into the future. According to the first approach, Mobil eye 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 Mobile eye act as the opportunity but also somewhere act as the risk as well. 6
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 otheroption for Mobilieye to do both own the full stack solution of Maas/providing OEMs with autonomous driving systems and robotaxi. According to Nehushtan, Mobil eye has 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, Mobil eye was directly liable for the the accidents which involves consumer Avs. When Mobil eye 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 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 cash flow in order to roll out to four hundred cities. Withtheimplementationofrobotaxistrategyalsofulfillstherequirementof modernization theory where Mobil eye has tried to bring initiative in terms of AV technology through their car industry. According to this theory, modernization 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 modernization theory. This will include Marxist versus capitalist .When company has decided to bring this change at the organizational level which not only benefits the organization 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 technologicaldevelopmentalsosupportintermsoftechnologicalupgradationofthe organization. It lead towards positive development and growth into positive manner. The 7
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significance of modernization theory is that the understanding issues of social and economic development and in creating policies that would assist social and economic transitions in those countries who are not well versed. Competitor Analysis:It refers to the process of identifying competitors into the market and also within the industry as well and also research about the marketing strategies. In context to Mobil eye company, it has lots of competitors due to which they have to face lots of challenges. These competitors include Autoliv, Tu simple, Xperi and Al motive. Mobil eye is a companywhichistechnologicaldrivenandalsodevelopsdataandvisionanalysisfor autonomous driving and assistance systems. Due to lots of competitors and challenges, they have to develop new technologies and find the strategy for their organization with support system of robo taxi which act as driver less car for the company. SWOT analysis of Mobil eye company:This analysis help the company to take effective decision for the future at the organizational level. Strengths: The company has successful track record of developing new products and also expert in terms of product innovation. They have highly successful work force with support of training and learning programs. Mobil eye has invested large amount of money into the training and development of their employees so that they can achieve result oriented work from their employees. Weaknesses: The structure of organization is not compatible according to the present business model which limits the expansion of adjacent product segments. Mobil eye company is not very good into the context of product demand forecasting which leads towards the higher rate of missed opportunities as compared to their competitors. Opportunities: 8
Mobil eye company has various new customers from their online channel and also has invested large amount of money into the online platform. The development of market lead towards the dilution of competitors advantage and also enables the company to increase its competitiveness as compared to their competitors. Threats: From the perspective of medium to long term future, the new technologies developed by the competitor or market disrupt or act as the serious threat to the industry. The rise of raw materials can also act as threat for the Mobil eye profitability. PESTLE Analysis:It is basically a strategic tool in terms of analysis the macro environment of the organization. Political Factors:Mobil eye company has to basically analyse the market into deeper manner before entering into new place. They have to analyse about the importance and stability of application software sector in the country's economy. They have to also analyse about the level of corruption into sector of technology. Economic Factors:Mobil eye has to consider certain factors while conducting the analysis which includes type of economic system in countries of operation and government intervention in the free market and related technology. Social Factors:These are the factors that leadership of Mobil eye should analyse the analysis of PESTLE. It includes demographic and skill level of population. In addition to this, power structure, hierarchy and class structure as well. Technological Factors:Technological analysis basically includes understanding of certain impacts. It includes recent technological development by the competitors of Mobil eye company, technology's impact on product offering, impact on cost structure in application software industry. 9
Legal Factors:There are certain legal factors that Mobil eye leadership should consider while enteringintonewmarket.Itincludesantitrustlawinapplicationsoftwareindustry, discrimination law, consumer protection and e-commerce. Environmental Factors:Before entering a new market or for starting a new business into the existing market the firm has to carefully evaluate the environmental standards. It includes weather, climate change, laws regulating environment pollution. Chapter 5 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 near term opportunity(Duan and et.al., 2021).Through this approach, it was easier for Shashua and his team that to regulate and monitor a handful of fleet operators rather than millions of individual 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 experimentation,learning and testing. According to Shashua, it has been observed that Robotaxis act as the stepping stone for driver less 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 different 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. Mobil eye company simply act as the self driving system software which is the full AV system kit which includes 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 10
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MaaS UX hardware.It also act as the mobility intelligence platform and services and services and in-ride experience. Mobile eye 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 centers which had humans on hand for back upAV 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, Mobil eye has announced the joint venture with Volkswagen 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 car sharing 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 whichincludes business models, vehicles as service and ride as a service. Through pursuing 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 Mobil eye in order to participate in certain markets where Mobil eye 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 operators control center and existing fleet. There are also some other potential customers of Va As which includes transportation network operators or car rental companies. In order to solve problem into effective manner at the organizational level, it has been observed that problem solving model can also help into this context. It can be fulfilled through following certain steps by Mobil eye company into the following manner: 11
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 Mobil eye 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, Mobil eye 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 problem 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. Bench marking 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 Mobil eye 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 todevelop 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 solutionhas been determined but the system can’t adopt it intosuccessfulmanner.Inthefurtherstep,companykeepsaneyeonthecontinuous improvement so that proper monitoring can be done by the Mobil eye company. This is the last step when the accomplishment has been recognized by the company into positive manner where all the efforts of team members and related people reaches to their final destination. 12
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 organizational level and within the products not only benefits the organization 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 organization 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 analyses 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 organization has to think beyond the perspective and has to look from the future perspective of two to three years aswell.Sotechnologicaldevelopmentisverynecessaryfororganizationalgrowthand development as well. REFERENCES Books and Journal Qiandet.al.,2021.TacklingVariabilitiesinAutonomousDriving.arXivpreprint arXiv:2104.10415. Goldstein and et.al., 2021, April. A lightweight error-resiliency mechanism for deep neural networks. In2021 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. InE3S Web of Conferences(Vol. 309). EDP Sciences. 13
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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. In2021 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. In24th 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 IntelligentTransportationSystem.In2021IEEEInternationalSmartCitiesConference (ISC2)(pp. 1-7). IEEE. King and et.al., 2021. Capturing the Variety of Urban Logical Scenarios from Bird-view Trajectories. InVEHITS(pp. 471-480). Mattas, K., 2021.Modeling the safety and efficiency performance of automated vehicles using fuzzylogic(Doctoraldissertation,ΔημοκρίτειοΠανεπιστήμιοΘράκης(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. InRecent 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. Engstleandet.al.,2017.SoftwareDevelopmentforAutonomousDriving 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. 14