The Action Moves To Automotive Apps

It is called the game of survival, that which makes species like “In-Car Navigation Systems” reinvent themselves against the assault by alternate devices. In the mid 2000s, it was the advent of PNDs (Personal Navigation Devices) - which were available for less than $100,clung on to the wind shield and seemed to offer everything that a $500-$2000 in-car navi could offer. There were predictions of the entire infotainment systems market getting wiped out, but what looked like an explosive new product saturated and now shows significant decline.

The in-car navi survived. In the recent past, it is the invasion of the all pervasive smart phones. With the smart phone market growing by 50 per cent and 2 billion devices expected to be sold to end consumers this year, it is obvious that the trend cannot be ignored. The threat of a new device disrupting many individual markets looms around all the time. But people do not seem to prefer a single ubiquitous device that could be your computer, mobile phone, audio player, video viewer and in-car navi system. The famous question of ‘convergence of devices’ pops up often, but coexistence of multiple devices appears to be the way. In the near term, smart phones will not outsmart in-car navihead-units. Rather, the trend is clearly towards strong integration, giving rise to a new symbiotic technology trend.

Automotive Apps are leading at the forefront of this innovation wave due to integration.
Broadly, two types of apps are emerging. There are apps that enable locking the car and switching on the heater/cooler remotely, which provide car functions on a smart phone. There are Apps like in-car version of Facebook or internet radio Pandora that runs on the infotainment platform and makes smart phone features available in the car. This makes the smart phone and the car infotainment system an inseparable pair, rather than a competition to each other.

There are a wide range of utility apps available for users. The simple app called GasBuddy gives cheap gas prices nearby, helping users to save on fuel costs. Technology savvy users could use apps like “Dynolicious Fusion” which gives vehicle performance measurements – real time horsepower, 0-60 miles acceleration time, lateral G-forces etc.Diagnostic codes can be read and issues fixed faster by knowledgeable users. In the context of electro-mobility, Apps are indispensable. Apps help monitor charge levels, plan routes with charging schedule and act as a guide to charging stations.

The ecosystem to support automotive apps is evolving rapidly. GM calls it Mylink, Ford calls it AppLink, Nissan offers Carwings for Leaf, almost all OEMs are creating platforms to explore the possibilities of automotive and smart phone integration. In every autoshow and Consumer Electronics event, new solutions with smart phone integration are showcased. Emerging open platforms allow independently developed apps to be launched. What remained as a closed space between OEMs and suppliers is opening up.The Apple model is getting replicated with business models and strong user communities. OEMs are seeing clear business benefits and brand value in establishing their own platforms to deploy Apps.

Like any other emerging technology trend, there are challenges to battle. The idea of automotive apps is not to grant the pleasure of playing Angry Birds while driving. There is a definite risk of business models pushing pop-up ads which load the display. Till automatic driving becomes an everyday reality, driver distraction will remain a fundamental topic not to be ignored. Already there are concepts to disable certain distracting functions depending on driving conditions, these will get further strengthened.

Looking in to the future, just replicating the screen from a mobile device on the in-car display would not be enough value. More and more automotive functions would get tightly coupled to smart devices. Enough has been done to bring the internet in to the car and now the effort is on to take the car on to the internet, on to the cloud. Automotive apps could continue to lead the innovation wave, connecting cars and its users.


(The author is Sri Krishnan, Vice President, Robert Bosch Engineering and Business Solutions Limited)