Mobileye was an Israeli company, officially headquartered in The Netherlands, which was a Tier 2 supplier to the global automobile industry. After 15 years of building a leading technology for autonomous driving systems, Mobileye emerged in 2014 as one of the most exciting companies in the race for the driverless car. After going public in August 2014, which made its founders-Amnon Shashua and Ziv Aviram-billionaires, the company looked set to become the de facto standard for vision-based autonomous and ultimately self-driving cars. This case explores the company's competitive position, the challenges of sustaining its advantages in a highly competitive industry, and how it should work with Google, the publicly perceived leader in the self-driving revolution.

Discussion Questions

What products does Mobileye make and who do they sell them to? What are the opportunities and risks?
How would you rank the initiative risk, interdependence risk, and integration risks in the Mobileye innovation ecosystem?
How does Mobileye's position in the ecosystem hinder or help focus on the customer?
Should Mobileye take an active or passive role in guiding ecosystem development?
What role does the low end of the ADAS market play in Mobileye's strategy? Could they be distrupted?
Should Mobileye try to make Google a customer?