Integrated Case Study Analysis of Mobileye Company

The report covers the situation, problem statement, analysis, findings, and proposed solutions for Mobileye Company. The aim is to provide autonomous vehicles to the car industry and gain a competitive advantage.

Integrated Case Study
Analysis
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Table Of Content
INTRODUCTION................................................................................................4
Aims and objectives…………………………………………………………………………….4
MAIN BODY
Situation in the case…………………………………………………………………………….4
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 which was founded in te year of 1999 by
Ammon Shashua who was the professor at the Hebrew University of Jerusalem. The company
was operated into independent manner which is acquired by the California based company Intel
in the year of 2017. The report basically covers discussion about situation in the case and also
about statement of the problem. The report also covers discussion about current position facing
by the chosen company and also about proposed plan of analysis. The report basically consist of
integrated assessment of the analysis that generate ideas or alternative solutions to the issues or
problems.
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INTRODUCTION
Mobileye is a company which was founded by Amnon Shashua in theyear of 1999 who
was a professor at the Hebrew University of Jerusalem and also the Israeli entrepreneur Ziv
Aviram. It is a company who built its business with a strategy of contrarian for ADAS. In the
present report, a case study is taken into consideration which is related Mobileye
company(Mattas, K., 2021). The founder of the company main goal is to deliver consumer AVs
which would take several years in order to demonstrate safety, bring costs into line with
consumers willingness to pay and get the regulations in place. The present report will cover
discussion about situation in the case and also about statement of the problem. The report also
covers discussion about current position facing by the chosen company and also about proposed
plan of analysis. The report basically consist of integrated assessment of the analysis that
generate ideas or alternative solutions to the issues or problems.
Aims and Objectives
The main aim of the company is to provide autonomous vehicle to the car industry into positive
manner. To analyse the challenges and situation of the company which has beenfaced by the
organisation for its sustainability and to gain the competitive advantage as well.
MAIN BODY
Situation in the case
Mobileye is a company which is operated into independent manner and also has been
acquired by the California based Intel in the year of 2017. Gelsinger has reoined the company in
the year of 2021 which is named as Intel and also wanted to know that what could Mobileye do
for Intel and what could Intel do for Mobileye. According to the case study it has been find out
that a few year ago car companies has hired engineers and they thought that they could do
autonomy by themselves(Lopez-Montiel and et.al., 2021). It has been observed that the main
problem is that car companies DNA is not an advanced software technology. For this kind of
situation, they need partnerships for avoiding the loss of business with certain companies like
Tesla and Apple. It has been observed that there are some OEMs who are currently pursuing
partnerships. The overall result is that OEMs struggled with AV development. According to the
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observation of Executive Vice President of Mobileye company for product and strategy that
OEMs are mostly highly risk averse in terms of nature. According to the case study, it has been
observed that there were various enabling technologies which paves the way to fully autonomous
vehicles. The full tech stack basically include software, hardware and artificial intelligence into
three main sensors (Banerjee and Jeihani,2021). According to case study, it has been observed
that there are certain companies who were strong believers in the power of cameras which
includes Tesla and Mobileye. There is also one technology which is Lidar who was very similar
to the radar. It basically sends out pulses of infrared light and also measured the time it took for
the light to bounce off an object and also comes back to the sensor. There is one more
technology which has been used within the car which is known as Radar and that has been used
for decades in the cars as the part of driver assist systems. It is that technology which was placed
in the car in the front of bumper which sent out the electromagnetic waves which reflected back
when hit on the object. In the formal manner, Mobileye has announced its strategy in order to
move beyond ADAS for addressing the three pillars of autonomous driving which includes
sensing, mapping and driving policy as well.
Problem statement in the proposed plan
Within the proposed plan, the main problem is that car companies DNA is basically not
advanced software technology and they also require partnership into deeper form if they want to
avoid business loss with some of the companies such as Tesla. In the current period of time,
there are some OEMs who are pursuing partnership into positive manner. According to the case
study it has been observed that the company are facing lots of challenges for sustaining into the
market and for gaining the competitive advantage as well(Ren and et.al., 2021). There are certain
techniques which can be used in order to analyse the case into positive manner. They are
basically focused on qualitative data using methods such as observations, interviews and also
about secondary and primary sources. It has been observed that the case study also collects the
quantitative data so on the basis of that results can be achieved into positive manner.
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Analysis and findings
According to the case study, it has been observed that by the year of 2020 Mobileye has
generated 1 Billion dollar in terms of revenue from ADAS systems. The company was
positioned to compete in various parts of the V value chain which includes robotaxi, ADAS, HD
mapping and SDS systems as well. In the year of 2022, Mobileye has been committed to entering
into the business of Robo taxi from the perspective of short run(Tencent Research Institute and
et.al, 2021). From the perspective of long run, it was very unclear that how much Mobileye can
go into the future. Mobileye act as the vertical industry player according to the first approach. It
would remain act as the horizontal supplier to OEMs as it had been for ADAS systems according
to the second approach. It has been observed that according to the case study, Mobileye act as
the opportunity but also act as the risk as well.
In order to provide service, it is basically completely a different business model 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 robo taxis in a few areas and metropolitan
cities as well. There are certain other option for Mobileye to do both own the full stack solution
of Mass/ providing OEMs with autonomous driving systems and robo taxi. Mobileye saw the
role in both the markets but acknowledged that there were trade-offs according to Nehushtan.
There are two major revolutions which basically includes for consumer AVs and in the progress
for Maas. There was also one big uncertainty which is into the context of regulation of
government.
According to the case study, it has been observed that as an supplier of SDS, the company was
directly liable into this context of accidents which includes the consumer AVs. The greater
liability of risk is in such case when Mobileye company act as the vertical integrated full stack
Mass provider and also the balance liability exposure with market opportunity. It has been
observed from the opinion of Shashua’s, his long term vision always been the consumer AV but
from the perspective of robo taxis then it act as the opportunity from the perspective of short run
and also have the potential to reduce the requirement for automobiles who are privately owned in
terms of long run. From the internal estimates it has been suggested that it cost around 1 billion
dollar into the context of negative cash flow for rolling out to four hundred cities (Rahman ad
et.al., 2021). According to the implementation of strategy of robo taxi it also fulfils the needs of
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theory of modernisation where the company has tried to bring initiative into the context of
technology of AV by the industry of car. With respect to this theory, the theory of modernisation
is tat societies of traditional level which will develop as they adopt more practices o modern
perspective. It is a theory which depicts about the transition process of modern from traditional
to modern one. There are various different versions of modernisation theory. It will include
Marxist versus capitalist. This kind of change when it has been implemented at the
organisational level then it not benefits the performance of organisation but also benefits the
economic growth as well. At the organisational level, when changes has been implemented into
positive manner then technological up gradation has been done due to which the company’s
process of working has been enhanced into positive spectrum (De Campos and et.al., 2021). This
kind of implementation leads towards the positive development and growth as well. There has
been significance of modernisation theory on large scale because it not only makes changes into
the process of working but also widens the perspective and vision of the company into positive
manner.
Proposed solution to the problem
With context to case study, it has been observed that the solution of the problem is that a
bevy of OEM acquisition and partnerships had been announced into the recent years. The main
goal of Shashua’s is that to deliver consumer AVs. The strategy of the company is that to provide
robo taxis as the near term opportunity. According to this approach, it was easier for Shashua and
his team is that to regulate and monitor the handful of fleet operators rather than millions of
individual owners of AVs. According to the case study it has been observed that autonomous
vehicles need the maps into HD form for travelling anywhere. In the case of early mapping of
HD efforts has been largely limited to certain cities. From the results it has been observed that
mapping of HD was better suited for robo taxis operating in geo fenced cities than to consumer
autonomous vehicles that needs to drive urban, suburban and rural areas(Xu and et.al., 2021).
The most significant thing is that robo taxis would served as the development and research lab
for autonomous vehicle learning and testing , experimentation. It has been observed that
according to the perspective of Shashua for driverless cars, Robo taxis acting as the stepping
stone. The another factor which is very significant for robo taxis is the potential for the lower
cost alternative to other transportation options.
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The problem solution also act as the significant gateway for the end users to digitally
connect with different varieties of mobility services to plan, book and pay for the transportation
on demand. It basically includes both types of transportation options which are private and
public. There are certain kinds of advantages at societal level of MaaS which includes lower
costs, reduced traffic congestion and enhanced transit network efficiencies. It is the company
which act as the system software of self driving which is the full AV system kit that includes
SDS hardware, SDS software, data services and HD maps(Ye and et.al., 2021). It is basically act
as the level 4 plus base vehicle and also considers under the category of self driving vehicles,
MaaS UX hardware and rider sensing as well. The company has value layer and that includes
fleet operation and tele operations. These handles the charging repair, maintenance, cleaning of
vehicles and storage as well.
Tele operations are basically command and control centres which had humans on hand
for the purpose of back up autonomous vehicle decision support such as road and routing
decisions. There is also one value which includes the in ride and service experience and also the
psychological safety of the user feeling. For building the self driving vehicle, the company has
announced the joint ventures with Volkswagon for the trial of robotaxi in Israel. Their plan is
also that to outsource the operations of fleet and tele operations to champion motors. In the year
of 2020, Intel has acquired Moovit for 900 million dollar for addressing the mobility intelligence
platform. Moovit is an app which considers under the urban mobility that was consumer facing
and also integrates the all forms of transportation that includes public transit, ride hailing service,
bicycles, scooters, car sharing and car pooling as well. For getting the real time data from their
vehicles, the company has partnership with transit operators of 7500 of local public. The
company has also other partners of mobility of 320 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
XaaS strategy it has been observed that company has dynamically determine that what level of
integration was optimal at economic level(Ye and et.al., 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
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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(Romanski and et.al., 2021). 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.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(Bentur and et.al., 2021). According to the data it has been easier for
Mobileye company that whether the steps taken are beneficial or not for the company from the
perspective of long term. 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
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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 continuous 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. So in the overall manner, it is important that the
company has to continuously analyse the market in order to effectively implement the change
and find out the results into innovative manner.
CONCLUSION
The above stated report concludes that company has to properly research the market into
effective manner so that they can implement the changes into innovative manner. The company’s
main problem that their software does not act into the form of support system so for that purpose
they have find out the solution in the form of autonomous vehicle but for that purpose they have
to do detailed analysis into result oriented 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. So its necessary for today’s kind of
organization to do the analysis from the perspective of upcoming future as well because
technologies changes on such a fast pace manner that certain technologies act as back up option
for the organization for their own existence.
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REFERENCES
Books and Journal
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.
Ren and et.al., 2021. Encoding Integrated Decision and Control for Autonomous Driving with
Mixed Traffic Flow. arXiv preprint arXiv:2110.12359.
Tencent Research Institute 645949364@ qq. Com and et.al, 2021. Autonomous
Driving. Artificial Intelligence: A National Strategic Initiative, pp.55-67.
Rahman ad et.al., 2021. Dynamic error-bounded lossy compression to reduce the bandwidth
requirement for real-time vision-based pedestrian safety applications. Journal of Real-Time
Image Processing, pp.1-15.
De Campos and et.al., 2021, September. Precautionary Safety for Autonomous Driving Systems:
Adapting Driving Policies to Satisfy Quantitative Risk Norms. In 2021 IEEE International
Intelligent Transportation Systems Conference (ITSC) (pp. 645-652). IEEE.
Xu and et.al., 2021. Risk Analysis and Policy Enforcement of Function Interactions in Robot
Apps. arXiv preprint arXiv:2103.12365.
Ye and et.al., 2021. Investigation of Bus Drivers’ Reaction to ADAS Warning System:
Application of the Gaussian Mixed Model. Sustainability, 13(16), p.8759.
Romanski and et.al., 2021. Technology Roadmap: Autonomous Bus Service. In Roadmapping
Future (pp. 271-290). Springer, Cham.
Bentur and et.al., 2021. System Analysis of Technology Transfer Policies and Models in Higher
Education. In Handbook of Operations Research and Management Science in Higher
Education (pp. 241-262). Springer, Cham.
Пасько, А. В., 2021. Тренды цифровой трансформации мирового
автомобилестроения. Российский внешнеэкономический вестник, (3), pp.18-26.
Gesi andet.al., 2022. Code Smells in Machine Learning Systems. arXiv preprint
arXiv:2203.00803.
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Youssef, F. and Houda, B., 2020. Comparative study of end-to-end deep learning methods for
self-driving car. International Journal of Intelligent Systems & Applications, 12(5), pp.15-27.
Nayak and et.al., 2021. Reference Machine Vision for ADAS Functions.
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