Software and services to drive Bosch sales

RENNINGEN, Germany: At Bosch, programming is the name of the game: the supplier of technology and services is expanding its business with software and services.

By the end of the decade, Bosch wants to generate sales running into the billions with software.

“For quite some time now, Bosch has also been a software company,” said Dr. Stefan Hartung, chairman of the Bosch board of management, at the Bosch Tech Day 2024 in Renningen.

“Across the company, our extensive domain expertise allows us to put lines of code directly into products. The software in our products is technology that is ‘Invented for life,’ improving our customers’ lives.”

Bosch software is already to be found in many areas, including the production lines of major industrial enterprises, many car repair shops, and medical equipment.

It alerts drivers to cars on the wrong side of the road, protects valuable assets, controls building technology, and has worked in outer space, on the ISS.

All in all, 48,000 associates work as software programmers at Bosch, 42,000 of them in the Mobility business sector alone. “The triumphant march of software will fundamentally revolutionize the automotive industry,” Hartung said.

“In the future, cars will be seamlessly integrated into the digital world. As a result, they will be one thing more than anything else – updateable,” added Dr. Markus Heyn, member of the board of management of Bosch and chairman of the Mobility business sector. Cars will then get new functions not by visiting a repair shop, but via a convenient software update “over the air.” To quote Markus Heyn:

“Bosch technology will mean that cars grow older more slowly.”

And not just cars. Trucks, motorbikes, and e-bikes will also get new safety and convenience functions via an update.

Since the debut of the smart system for e-bikes at the end of 2021, Bosch has rolled out roughly 70 new features and modifications via the eBike Flow app – from an alarm and tracking feature to new riding modes.

Software and digital services have now become mainstays of business success at Bosch – they are the driving force and enabler of innovation across company and industry boundaries.

With its broad domain knowledge and expertise in mobility, manufacturing, and building technology, Bosch is a sought-after partner for the companies that traditionally lead the IT field.

“To exploit the huge potential of software and AI, we need partnerships of equals. Barely any company can manage this on its own. In this context, open-source software offers an especially useful way of pooling expertise across company boundaries, of saving costs, and of creating standardized solutions,” Hartung said.

In the automotive industry, the new trend has a name: software-defined vehicle.

Software is increasingly becoming the starting point for designing and developing new vehicle models.

A recent McKinsey study estimates that the global market for automotive software and electronics will reach 462 billion dollars by 2030.

From 2023, the share of software in vehicles will triple. Bosch wants to be part of this growth market and to remain the go-to partner for automakers worldwide.

“We’re standing at the dawn of the age of the software-defined vehicle,” Heyn said. “For Bosch, that’s good news, because we can do both: hardware and software. We are one of the few companies that are fully proficient in the interplay of automotive electronics and the cloud.”

With software and service solutions such as Vehicle Health, for example, Bosch helps fleet operators avoid vehicle breakdowns and increase efficiency.

And specifically for logistics companies, the Bosch L.OS digital platform facilitates digitalization and simplifies the entire chain of operations.

In addition, Bosch has developed a special software that allows cars to come to an ultra-smooth halt, completely jolt-free, as though a professional chauffeur were at the wheel.

With this Bosch “eBrake to Zero” function, not only is braking in stop-and go-traffic more pleasant and relaxed, but the risk of travel sickness among occupants can also be reduced.

“We can ensure jolt-free stop-and-go driving with software that brakes as smoothly as a professional chauffeur,” Heyn said.