This is not to say that fast followers cannot succeed, however—only that they may encounter more difficulties and capture less value than companies that aggressively pursued ADAS opportunities early on.Semiconductor companies should consider bundling hardware with nonsilicon offerings—both software (for instance, drivers, operating-system adoption, and codecs) and algorithms, including those used for real-time processing of sensor data. Developing an ADAS system requires state-of-the-art yet cost-effective RF technology that can be embedded in the vehicle for exterior object detection and classification. This could involve rethinking their product focus on hardware, since branching out into software will offer more opportunities, and developing new strategies for collaborating with OEMs. Another priority is creating algorithms that allow for safer car navigation and more accurately predict all possible human behavior—including potentially irrational responses—in various situations, such as when a collision between two cars appears imminent.Improving your odds of success for large scale change programsThe need to develop innovative ADAS technologies is prompting OEMs to collaborate more closely with tier-two suppliers, thereby giving these suppliers a more critical role in vehicle design and manufacture. As more and more automakers and suppliers develop ADAS applications that will drive the future of fully autonomous vehicles, they must consider six areas of development: driving scenario systems simulation, software and algorithm development, functional safety analysis, sensor simulation, electronics and hardware simulation and semiconductor simulation. Advanced hardware firewalls, incorporated network-level security elements (for instance, crypto chips), and support of virtualization technologies are opportunities for semiconductor companies to differentiate their products in security. Although prices have fallen in the past decade, dropping from many tens of thousands of dollars to less than $10,000, they are still too expensive for deployment, and further price reductions are necessary to enable their adoption in ADAS. Demand for advanced driver-assistance systems (ADAS)—those that help with monitoring, warning, braking, and steering tasks—is expected to increase over the next decade, fueled largely by regulatory and consumer interest in safety applications that protect drivers and reduce accidents. Building smart infrastructure is now a realityFrom blind spot monitoring to automatic emergency braking, lane keeping assistance to tire pressure monitoring, any new car you buy today will have some form of modern ADAS installed.The Citroen DS7 Crossback has a night vision camera installed, to identify objects in the road when it’s dark and, while this tech has been on the Mercedes S-Class for a decade, it shows that even the most sophisticated ADAS systems are filtering down to more mainstream cars.But as technology evolves, so too does the capability of ADAS systems and new features could revolutionize how we drive.Our state-of-the-art maps will also display the lane markings on your car’s head-up display or navigation screen, allowing you to see where you’re going even if the road is covered in snow. Companies can also create new relationships by demonstrating their capabilities at trade shows or by reaching out to OEMs to offer development support.Please sign in to print or download this article.Finally, ADAS often incorporates short- and long-range radar using electromagnetic waves in the range of 20 to 80 gigahertz for determining the distance, speed, and direction of objects. In the first part of this article, we address some of the most pressing questions about ADAS, touching on future demand, technical challenges, and the evolving competitive landscape.
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