Recently I took part in a linkedin thread on the future of Infotainment (see original thread here: http://tinyurl.com/2f37cqh). As I started to respond I realized that I had too much information for a simple post on a Linkedin group. So I took my response to my blog. Here it is:
(snip) Ok, so from my perspective the future of car infotainment is going to combine many of the posts in this thread (I will provide a summary then go into it a bit). For sure closer device connectivity will happen. Features that OEMs either find interesting business models around, are table stakes or that they want to ensure a consistent experience across all vehicle models and devices, will likely move to be built in. Then you will see a focus on cloud / internet based applications and services (with some partition with local content for non-connected times). Many of the systems will combine all three (pocket, cloud, car) applications, content and services. How about a deeper dive into each of these areas?
In the short term, devices will address the impedance mismatch between the OEM vs Consumer device development cycles. You will first see this with standardized interfaces (like Bluetooth - SPP, MAP, etc.) but see much more device, and even application interaction with the vehicle. For example, we are seeing TONS of use cases for Bluetooth SPP for command, control and content sharing between vehicles and devices. In some cases Tier 1s and OEMs are relying on things like SLIP connectivity over SPP. I think you will see carriers block this functionality (IMHO) so be careful here. The next step will be application and potentially display sharing. You see this with Nokia Terminal Mode and Apple's new IPod Out. What Apple did right and Nokia will have to address is how to handle application / content policy management to block video / display sharing of content deemed not fit while driving (distraction, etc.). Again, in this way a new nav application, or other feature / content, could be either created by an OEM for a popular device and pushed to the vehicle, (perhaps even downloaded from a devices application store) or the OEM could enable other application vendors to target the car through the device.
The Car
Device connectivity and application sharing will be one method of enhancing (and being enhanced by) the vehicle’s interior environment, but it won’t be the only way. Enabling devices in an appealing, while safe, way in a vehicle will still necessitate quite a bit of electronics in the vehicle: Large displays, high end graphics processors, high end CPUs, Operating Systems, Speech recognition software, etc. All of this will still be in the vehicle even if much of the end users application experiences are enabled through the use of “pocket applications”. OEMs have a vested interest in a consistent end user experience for certain applications across all devices, carriers and vehicle models. Some of these applications over time will shift from being brought into the vehicle to being a feature too important to leave out of the vehicle or to need to rely on you always carrying your (associated) device.
So back on topic: Another thing to highlight is that new business models will emerge that OEMs will be remiss to not consider. Take for instance the sheer data an OEM’s telematics systems can collect. There are already rumors in the industry about trades being negotiated between Google and OEMs for vehicle data. There might be instances where enabling local search, maps, navigation, the display in a car, etc. might have financial benefits for the OEM or providing opt in “probe data / crowd sourcing” could benefit a driver in some way. In many cases implementing key features or even updating electronics and software will potentially be paid for by these new business models. Also, many costs currently absorbed into the vehicles BOM will be able to be offset by revenue associated with new business models. For example, Blackberry traffic was announced last year. This traffic application will be provided for free and will provide both real-time and historical traffic information. Traffic is something that has a significant cost in OEM systems today.
The “Cloud”
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| Audi MMI with Google Earth |
Lastly, as ubiquitous connectivity comes to the vehicle more content and services will be able to shift to the “cloud” and the car will have the potential to be an application platform in its own right. Apple’s acquisition of Lala, Webkit and HTML 5 adoption, Google’s server based Voice Search, Microsoft’s Office and Azure, OnLive’s gaming experience . . . Just little proof points that consumer and business technologies are moving to embrace cloud based connectivity. You will see this have a dramatic impact in automotive. Costs will be offset by:
- removing large storage: used for map data, speech vocabulary, multimedia, . . .,
- license costs for speech rec, map and navigation data and algorithms, points of interest . . .
In addition to cost savings new revenue potentials will be revealed. Some potential examples:
- Geofenced advertising: “50% off pizza at Joes next exit”; “xyz, one of your favorite Pandora seed bands is playing a surprise show at the park up ahead”
- Traffic brought to you by _________
- Download the latest horn tone, or electric vehicle engine sound for $x
The real key in achieving the status as an application platform capable of driving an application and development community specifically targeting automotive will be rolling platform enabling electronics in all tiers of vehicles, enabling an open and consistent application environment and addressing the safety aspect of adding applications to a vehicle. OEMs under appreciate what potential they have for providing a large enough volume of devices to create an ideal platform for developers to target. Lets provide a bit of perspective. Apple has sold around 60 million iphones, since launch in 2007. I know my wife has owned 3 so not all of those phones are still in active use. Toyota ships in the neighborhood of 9 million cars per year. So in the same 3 year period you could have a very close volume of “active” “platforms” to target. Yes I am making some big leaps in this conclusion, but the point to make is that if a strategy is adopted to make an easy, open, rich, safe platform that can be inexpensive enough (or business models offset the cost) to launch into even low end vehicles cars themselves could have a rich development community of unique applications. And as more apps embrace the “cloud” HTML 5, Flash / AIR and other internet enabled technologies will touch the driver.
So what will the future of Infotainment be: All of the above . . . likely at the same time. (/snip)
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