ETAS Deterministic Middleware Solution

ETAS Deterministic Middleware Solution is a innovative solution for the development of advanced driver assistance systems (ADAS) and autonomous driving (AD) functions. The solution has initially been developed at Bosch. Later, it was co-developed in the Automated Driving Alliance between Bosch and CARIAD, a subsidiarary of Volkswagen group. In 2023, ETAS as 100% subsidiary of Bosch has taken up activities to productize the solution for the external market. This is where I joined as product manager.

My main contributions to the productization lie in the development of suitable business models, value-based pricing approaches, and most specifically setting up a dedicated product website for the solution. As a technical complex solution which was primarily developed in-house, one of the main challenges is to make the solution understandable to new customers and users.