Integrated Case Study Analysis of Mobileye Company
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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.
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Integrated Case Study Analysis 1
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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 2
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. 3
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 presentreport,acasestudyistakenintoconsiderationwhichisrelatedMobileye 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 inplace. 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 4
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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 onqualitative 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. 5
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 fromADAS 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 6
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 Marxistversuscapitalist.Thiskindofchangewhenithasbeenimplementedatthe 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 thepotential for the lower cost alternative to other transportation options. 7
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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 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(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 8
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 brainstormandfindoutthesolutionsintostrategicmannerwithsupportofstrategies. 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 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 9
when the solutionhas 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. 10
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REFERENCES Books and Journal 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. Ren and et.al., 2021. Encoding Integrated Decision and Control for Autonomous Driving with Mixed Traffic Flow.arXiv preprint arXiv:2110.12359. TencentResearchInstitute645949364@qq.Comandet.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. In2021 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. Investigationof BusDrivers’ Reactionto ADASWarningSystem: Application of the Gaussian Mixed Model.Sustainability,13(16), p.8759. Romanski and et.al., 2021. Technology Roadmap: Autonomous Bus Service. InRoadmapping Future(pp. 271-290). Springer, Cham. Bentur and et.al., 2021. System Analysis of Technology Transfer Policies and Models in Higher Education.InHandbookofOperationsResearchandManagementScienceinHigher Education(pp. 241-262). Springer, Cham. Пасько,А.В.,2021.Трендыцифровойтрансформациимирового автомобилестроения.Российский внешнеэкономический вестник, (3), pp.18-26. Gesiandet.al.,2022.CodeSmellsinMachineLearningSystems.arXivpreprint arXiv:2203.00803. 11
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. 12