How many times have you stared at the features list of an Audi or BMW and played with their online configuration game trying to create the most expensive version ? Even trying to spec the sounds system and associated functions is mind-boggling
I find it amusing and yet somewhat odd that the focus is on the interior environment rather than the driving experience. Yet as cars roll off the assembly lines of the future this will become more a prominent distinction for the mass market and no longer the stuff of speculative luxury.
Limited choice, infinite possibilities
Right now the interface to the car is via a small panel on the dashboard with nice buttons to press, a few twisty dials, and if you’re lucky an integrated SatNav. But take a look at the Tesla, there’s a whopping great 17″ monitor built in which shouts at you to pay attention to it. And this is where the future of the automobile industry lies as much as it does in electric energy. The interface with the driver will become an overriding factor far more important than being able to drive at a theoretical 150mph and cornering on a sixpence.
While we’ve been fairly restricted to the types of interface we’ve been given, at CES car manufacturers were showcasing various in-car-nations (pun) of Android as the system of choice powering the infotainment systems. But look deeper into this if you will, there’s little need for them to create inbuilt systems, just the integration point. Consumers and drivers will want to exercise BYOD and integrate their tablet into the dashboard and directly interface with the car via an authorised app.
Apps and devices hold the key to creating interest in the automobile industry for the average consumer and driver. While battery and electricity hold public attention for environmental reasons the fact remains that people are becoming reliant on their mobile devices and apps of choice. It makes more sense to allow them to use these within a driving context as well; carrying their online presence, music tastes, personal data and integrating them all with the driving experience.
Marketing reaches top gear
And for marketers, what an absolute dream to be able to access a driver’s mobile information and push relevant and contextual content at a driver just at the right time. Those points of interest can be retained in the device for later access by the consumer when they’re on foot or back at home.
There’s no need to have a wish list several pages long when all the choice the driver needs to make is; Android, iOS or Windows ?
All Things D
ARS Technica
Engadget
GigaOM
Mashable
TechCrunch
The Verge
Venture Beat
Wired
Chris Brogan
Brian Solis
Chris Dixon
Clay Shirky Blog
HBR Blog
IT Redux
Jeremiah Owyang
Radar O'Reilly
Seth Godin Blog
SocialMedia Today
Solve for Interesting
The TIBCO Blog
Lifehacker
Theo, this is a great point you make…don’t make the cars smarter…make the cars able to adapt to our BYOD mentality that works in every other environment.
Car manufacturers embraced BYOD long before we had a name for it. It started with aux inputs that allowed us to plug in our own a/v device. The USB port permitted us to access our mp3 devices through our car’s native interface. Bluetooth provides wireless integration with our phones and audio making it easier and safer than ever to talk and listen to your favorite music while driving.
Of course there is still room for improvement in the way our car interacts with our smart devices and I look forward to those interface innovations. However, until our cars can safely drive themselves the focus needs to be on making the current basic functionality even simpler and safer to use.
Drivers don’t need more distractions. It’s bad enough that some are glued to their smartphones at 60 mph. The the last thing anyone needs is a pop up ad on a large screen encouraging a hungry driver to cut across 3 lanes of traffic to make the next exit so they can eat at Joe’s for half price. It may be a marketer’s dream but it is a family’s worst nightmare.
The National Safety Council stats on auto deaths due to distractions (like texting) are startling. As much as I crave information and love technology there is a time and a place. I sincerely hope car manufacturers choose safety over distracting interfaces. IMO, they should be looking for ways to prevent people from physically accessing their smart devices and playing with their consoles while driving.