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August 19, 2020

Smart Mobility: Next Generation Transportation Enabled by Sensorization
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8:00 am - 9:00 am

Add to Calendar 2020-08-19 08:00:00 2020-08-19 09:00:00 Smart Mobility: Next Generation Transportation Enabled by Sensorization Online, PDT , United States America/Los_Angeles public

Online, PDT ,
United States

Smart Mobility: Next Generation Transportation Enabled by Sensorization

Sensorization will enable next generation of transportation: Autonomous, Connected, Electric, and Shared (ACES) vehicles.  Join McKinsey & Company and SEMI Smart Mobility for this webinar detailing the opportunities for sensors in vehicles and smart infrastructure.

McKinsey & Company have identified several major disruptions that will impact the mobility sector.  For example, the automotive sensor market for light vehicles is expected to grow from around $30 billion to $60+ billion by 2030 (Mapping the Automotive Software and Electronics Landscape through 2030,, July 2019). While current cars with L1 automation (and internal combustion engine) have around $300 worth of sensors, a purpose-built robo-taxi (BEV) in 2030 will have around $2,000 worth of sensors. An increase in the adoption of cameras, radars, and LiDARs contributes to large per vehicle sensor value and enables the data collection necessary for advanced features. Additionally, the sensor market related to smart roads/infrastructure is also growing rapidly and creating opportunities for sensor manufacturers and related players.

The MSIG community is a critical partner in contributing to SEMI's Smart Mobility initiative to connect and synchronize the automotive/mobility and semiconductor/sensor supply chains around issues that matter to both. By creating collaborative platforms and bringing communities together, Smart Mobility will streamline the transition to highly-sensorized ACES vehicles and provide business opportunities to MSIG members. One such community is the SEMI’s Global Automotive Advisory Council (GAAC) where auto manufacturers and suppliers meet to address common challenges, share information and align priorities.

This webinar will provide details on market projections, GAAC activities, Smart Mobility initiates, and provide examples of how MSIG members should participate.  Together, MSIG and Smart Mobility can help the Transportation Evolution.


8:00 am - 8:05 am
Tim Brosnihan SEMI
Moderator: Tim Brosnihan
Executive Director, MSIG

Welcome Remarks

8:05 am - 8:10 am
Bettina Weiss
Bettina Weiss
Chief of Staff and Global Smart Mobility Lead

Introduction: Smart Mobility Initiative

8:10 am - 8:25 am
Andreas Breiter
Andreas Breiter
McKinsey & Company


Andreas leads McKinsey’s capital-investment work for advanced industries in North America as well as our Center for Future Mobility on the West Coast. In his advisory work, Andreas serves a broad range of companies in the automotive sector, including car and truck manufacturers and their suppliers, as well as companies in the utilities and renewables space. He helps executives make strategic choices around product development while reducing material costs and optimizing the purchasing function. Andreas helps companies stay ahead of emerging trends, such as autonomous driving, connectivity, electric vehicles, and shared mobility.

Andreas holds a PhD in Operations Management and studied in Germany, France, the USA and Canada.

8:25 am - 8:40 am
Armen Mkrtchyan
Armen Mkrtchyan
Associate Partner
McKinsey & Company


Armen Mkrtchyan is an Associate Partner in McKinsey’s Los Angeles Office and is a co-leader of McKinsey’s Center for Future Mobility on the West Coast.

At the Firm, Armen’s clients primarily include Automotive passenger and truck manufacturers and their suppliers. He also serves electronics and semiconductor players across the value chain both on operational and strategic topics.

Previously, Armen was the Founding Director of the Entrepreneurship and Product Innovation Center (EPIC) at the American University of Armenia and served as an Assistant Professor in the College of Engineering.

Armen has a PhD in Aeronautics and Astronautics from MIT and has worked on the development of various autonomous air and ground vehicles. He received his Bachelor’s degree in Electrical Engineering from the University of North Dakota and has multiple publications in the area of control systems, test and simulation, product development optimization.

8:40 am - 9:00 am



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