Marc Zwartsenburg
Okay.
Taco Titulaer
So, for the [indiscernible] I wouldn’t read too much into it. And then the Volvo contract, I think what makes a Volvo contract is the volume of cars, times take rate, times the ARPU and so the price that you can get per car and the price that you can get per car is then again we're combination of software, services, and content. The content is highly influenced by the region where you sell your map, because in some regions the map is more expensive than in other regions. The take rate assumptions that are in the contract is not for us to disclose.
Marc Zwartsenburg
But any…
Taco Titulaer
It’s client combination information.
Marc Zwartsenburg
Okay, and then on the Telematics and the hardware versus license revenue?
Taco Titulaer
Yes, so what you need to bear in mind that last year we saw a very strong Q2. So Telematics revenue went up with 13% sequentially and then declined with 9% in Q3. And a big effect last year was the high volume of hardware. So at Telematics, we sell directly to the very big customers and to the very small customers. But the customers in between we work with value added distributors. And they can at certain moment buy more hardware for us because they want to have more in inventory or not. And when that sells, sell through that is we can only see that later.
Marc Zwartsenburg
So when indication for the next quarter that the subscription [ph] revenues might be a bit weaker?
Taco Titulaer
No, that is very hard to draw that conclusion from what you saw here, what I can give you as an indication, is that last year we saw a sequential decline and we are not aiming for sequential decline this year. So Telematics, as whole went up with 17% in H1. The guidance for the full year is that it will go up with roughly 20%. So it implicitly says that we see and we expect some stronger revenues in H2, so stronger annual growth rates in H2.
Marc Zwartsenburg
Okay. Thank you so much.
Operator
Our next question today will come from Shyam Kumar from TT International. Please go ahead. Your line is open.
Shyam Kumar
Hi, I’m – can I just ask on couple of new contracts? Can I ask on the PSA contract, just because I guess the first time you guys are actually going in. Can you just give us a sense of how impactful this could be on revenues and margins as a trend in terms of not just this contract, but potentially other contracts that could come in the next sort of 12 to 18 months please and just sort of flesh that out please?
Harold Goddijn
Sure, sorry, are you referring to the work fleet…
Shyam Kumar
Yes, exactly that.
Harold Goddijn
Yes, yes, yes. Yes it’s new, it is kind of innovative. There is a – so the way it works is that there is already a TCU, so telecoms unit built into the car. All the cars at least factory effectively and PSA is looking to generate revenues on the productivity [ph] on that capability, and we put a standard connection on top of that. So every driver-owner of a PSA car who wants to have that fleet as a service can easily connect without having to install additional hardware and that’s the relevance.
For us it's an important way to market our services. We don't know exactly how big this is going to be, but is a trend and its technology that is only open for the Telematics players who have good international coverage, a good international distribution, and a good international presence.
So it will help to – if this trend continues, it will lower the cost for customers to take those services, and we believe it will help some level of concentration in the industry, because the smaller player is scalable for those services on top of the open interface.
So I think it's important, it is interesting what it will do in the short term is probably not that much, in the longer term I think it will be an important marketing and distribution tool for us. And there is indeed interest from other carmakers who do similar services.
Shyam Kumar
Okay, very good. And also in terms of you recently announced the Moscow contract to help design the traffic lights. Can you just give us a little information about that sort of – that sort of smart city contract, how impact on the contract can be, what exactly is your value added for the City of Moscow and scope for further contracts along those lines please?
Harold Goddijn
Yes, so the development [ph] that we can bring is a huge amount of data and technologies to query that data. So we know where traffic is, we know where congestion is taking place, we can indicate hotspots, we can help tuning traffic lights, we can do this on a static way, we can do it dynamically.
So we have a lot of insight in traffic patterns in this city, and we've built it inside over a number of years. So we have also low historical data. That's a very unique database and a very unique set of capabilities. So we're marketing those services to help those cities understand those traffic flows. We were working, we’re doing that independently, but we're also doing that in connection and together with engineering companies who specialized in advising cities to manage their traffic flows.
I wouldn't say it’s a huge business for us, but it's very interesting, it's for a good cause. We have a unique database and scalable model. So we are trying this in other cities as well. We have some success, we had some success in Berlin and Turek. There's a couple from North American cities who are interested in similar services. So we continue to work through to commercials and try to see how we can productize those services so we can scale them up.
Shyam Kumar
And are these kind of ongoing contracts or is it kind of short one year you get Moscow where it needs to get to and how does that work?
Harold Goddijn
No, those are typically contracts that are for four, five years. So you want to continuously monitor what's going on and want to continuously measure the effects of traffic rules you put in place and traffic lights and whatever there is to influence traffic flows in city in and around the city.
Shyam Kumar
Okay, perfect. And one last one, just back on automotive and the order book, at what point do you think you start getting contracts flowing into your order book based on demand for ADAS type services from the automotive please?
Harold Goddijn
I think ADAS is around a quarter and we are doing those contracts already. In fact that we have our HD maps is helping us, the fact that we are collecting all the attributes now based on in recognition and deep learning is helping us to maintain those databases and build those databases much more cost effective way. So I think there is - we've started. It is a trend. I think it is a good step up towards self driving, autonomous driving at various levels. So I think there is a - it is another progress in the automotive portfolio that is maturing rapidly now.
Shyam Kumar
Okay, thank you very much.
Bisera Grubesic
Thank you, Shyam. I would like to thank you all for joining us this afternoon. If you have any follow up questions, please don’t hesitate to give me a call and well, thank you all very much and operator you can close the call now please.
Operator
Thank you. That will conclude today's conference call. Thank you for your participation ladies and gentlemen. You may now disconnect.