This is the first of our Automotive focussed blogs on The Multiscreen Blog. These blogs will discuss current and upcoming trends, as the car becomes another channel for connected entertainment.
In the past, the purchase of a new car could also spell the end of the relationship between the manufacturer and the consumer if the vehicle was not going to be ‘dealer maintained’. However, the advent of connectivity in the car with the Internet of Things (IoT) and Bring-Your-Own-Device (BYOD) developments means that OEMs can now forge a closer bond with consumers.
The connected car era has enabled the vehicle to become a fully evolved ecosystem providing a richer user experience and a host of new product offerings such as advanced diagnostics, enhanced driving safety, voice recognition, automotive apps, regularly updated car firmware and rear seat entertainment. These new features are increasingly becoming integral in the buying process both for high end and midrange cars, and enable OEMs to increase monetization opportunities over the life span of the vehicle.
The consumer desire for increased connectivity can be partly attributed to the connected car’s ability to control cost by proactively addressing performance issues. For example, new services that allow easier identification of wear and tear ensure problems are easily addressed and solved. Receiving performance related insurance could help offer a fairer tariff system based on driver performance rather than age and ultimately ensure lower rates for many road users.
However, data has a bigger role to play in transforming the automotive industry. Data and analytics enable the car to automatically communicate levels of wear and tear, providing drivers with accurate information to share with mechanics without waiting for the compulsory car inspection. Efficiently aggregated and analysed, data can also help the industry to offer tailored advertising and media strategies. For example, a tyre company could advertise for its products directly via the head unit as soon as the car informs the driver that its tyres need changing. OEMs and Tier Ones have already shown their desire to protect this data through agreements on privacy and data security principles that regulate how automakers collect, use and share information.
Connectivity in the car will enable a greater range of services to become available. For example, rear-seat entertainment has moved from an OEM controlled experience to a more personalised one that integrates connected devices such as smartphones, tablets and more. This trend forecasts increased use of Bring-Your-Own-Device (BYOD) in the car and the possible advent of ‘All seat entertainment’. An immediate consequence of Internet access everywhere and increased media consumption on every connected device has led to what is referred to as the ‘multiscreen era’ in the entertainment industry. In the multiscreen world, consumers demand a seamless experience on every device in and out of the home, and now even in their car. This creates additional challenges for OEMs and Tier Ones as they look to safeguard content on billions of different screens across the globe.
We created the first mobile web browser in the 1980s for NTT DoCoMo and we have seen the market evolve to offer more connectivity on every screen, from smartphones to game consoles and smart TVs. For us, it was only a matter of time before entertainment pervaded every aspect of our lives, including our cars.
Yet, to enable consumers to get a seamless experience everywhere, OEMs and Tier 1s need solutions that bring the latest connected entertainment experiences to the vehicle. This is why we have developed a suite of software products for the automotive industry including ACCESS Twine™, a multiscreen management platform that provides this seamless experience on any device. Furthermore, the solution can be deployed by any OEM and Tier 1 without additional developments, and caters for both embedded screen and BYOD offerings. A complete solution for the automotive sector, ACCESS Twine provides OEMs with full control over branding and the in-car experience.
We live in the age of automation in which we can talk to our phones and remotely pilot drones. It’s high time that the car industry implemented solutions that enable vehicles to become smarter in order to play a leading role in the Internet of Things (IoT) revolution that is taking off right now.
