Successful In-Car Entertainment needs you to be both local and global and cover all demographics

The in-car entertainment space is getting really exciting. Initially, it was dominated by radio. In the last 10 years, audio remains still dominant, with other audio services such as Deezer, Radioline, Radioplayer, and Spotify, some of which we’ve successfully integrated into the In-Vehicle Infotainment (IVI) systems for some of the major auto brands. The next step that we’re working with the car OEMs on is bringing video streaming to the party, for passengers in the rear at any time and those in the front when the car is stationary, such as when an electric vehicle is charging.

Read any car review and you can tell how important the IVI experience is these days. If you need further evidence, the PwC Digital Auto Report 2020, reported that 63% of US drivers rated in-car entertainment as one of the car’s most important features. With IVI now a key factor in the buying decision, it’s critical that OEMs offer car users access to the content they want. At ACCESS, we’re making sure that this happens by working with the world’s leading media and entertainment organizations to ensure that a wide range of content is available to the car OEMs and the Tier-1s through the car-centric App Store that we have built into our IVI solution, ACCESS Twine™ for Car.

The car is a different environment to the living room, but consumers don’t completely change their behavior because they’re in a car. All over the world consumers want both global and as importantly their local content heroes and they want it in their own language.

It’s also important to cater for every age group. We’re already doing this, for instance, you may have noticed our recent announcements with Kidomi, the super app for kids, and N-Dream, a gaming app that’s perfect in the car. It’s our task to work with global and local brands so that OEMs deploying our Twine4Car app store can meet their customers infotainment needs in every territory that they sell their cars.

As car ownership models change and the move to electric powertrains flatten the differences between brands and models, it’s increasingly clear that controlling the IVI experience and owning the data it generates is critical to all OEMs. We at Access enable car OEMs to meet this challenge through our technology and a global network of leading media and entertainment partners. If you’d like to know more, please get in touch.

About the author:

Sven Eckoldt is Global Product Director at ACCESS Europe, where he leads the content strategy for ACCESS’ automotive product development. Prior to joining ACCESS, he spent over a decade working in the media industry focusing on new media and video services, both from a broadcaster’s point of view during his tenure at Deutsche Welle and RTL II, and from the platform side while at Media Broadcast/freenet TV.. Follow him on Twitter / Linkedin