Last month, all of the car industry’s major players congregated at TU-Automotive Detroit, the world’s biggest conference and exhibition for autonomous and connected cars, to showcase the latest technological innovations and discuss where the industry is heading and how we can get there.
On the show floor, there were more than 150 booths offering live product demonstrations on everything from cybersecurity through to payments. Yet the one major trend that stood out at the show was the huge amount of collaboration between technology service providers, OEMs and Tier 1s. A good example is Hyundai’s partnership with Xevo, an automotive telematics provider. At the show, the two companies showed a new solution that enables payments to be made straight from the car’s screen, which opens the door to new services available in connected cars.
We have always strongly believed in collaboration and bringing the best solutions and expertise together – and it is absolutely crucial in infotainment service innovation.
Today’s consumers live in the multiscreen era and enjoy intuitive services that provide tailored recommendations that can be accessed at any time and from any device and location. As the multiscreen landscape continues to evolve, the vehicle will become part of the wider multiscreen ecosystem rather than an isolated environment. Consumers will be able to press play on one device with one particular type of content and continue that same experience within the car moments later.
However, in order for this to happen, it will require knowledge both of the consumer’s viewing habits, but also of the journey (taking the kids to school, going to work, being stuck in traffic or driving for hours for the holidays). This specialist skill set requires better collaboration between the automotive and content industries, which are slated to converge once driverless cars become commercially accessible to the public. For the content industry, the potential for monetisation is enormous: studios could offer exclusive content to passengers inside the car, while broadcasters and content distributors can strike deals with manufacturers to extend their pay TV services outside of the home and build a stronger relationship with their subscribers.
To bridge the gap between the content and automotive industries, we created ACCESS Twine™ for Car, our new solution that enables passengers to combine their own multimedia library with the manufacturer’s catalogue, and adjusts the experience to each journey and user, tailored to the specific demography and duration of the ride. With ACCESS Twine for Car, we are enabling drivers to enjoy specific audio centric content or news on demand, while passengers can watch videos, play games, listen to music or read eBooks from the comfort of their seat.
TU Automotive Detroit is always a great opportunity to meet with our partners, customers and industry friends to discuss the future of the car industry and which key trends are emerging. This year, we were pleased to see a greater focus on collaboration and we look forward to working with manufacturers and Tier 1s, as well as studios and content owners, to bring premium multimedia and entertainment services to the car.