Connected Cars Show New Signs of Life, and Seattle Companies Benefit
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right into the car, rather than relying on smartphones to do all the work. But mass-market car makers might be more likely to lean on the smartphone as the connection, which could really eat through a user’s monthly data allotment if they’re streaming a lot of music or news content.
Perhaps a bigger question is which industry will actually wind up driving the innovation—and how that will affect manufacturing timetables. An automaker’s typical product lifecycle is three to five years, whereas a phone is updated every 12 to 18 months, notes mobile consultant Chetan Sharma, who has worked with several automakers.
“To be relevant, [automakers] have to adopt the pace of the cellphone industry,” Sharma says. “So either the new innovation needs to be an aftermarket product that can keep up with the changing pace of apps, or it just needs to be handed over to the cell phone.”
That’s potentially scary for an established industry. But there is some forward thinking going on.
Bryan Trussel, CEO of Seattle location-sharing app Glympse, saw that firsthand in his company’s recent partnership with Mercedes-Benz. After only a few months of discussions, Glympse’s application was on its way to being included as a part of the onboard computing system in the new Mercedes A Class.
The speed impressed Trussel. “Even a year ago … being able to take a third-party technology and have that in the dash of your car? Unheard of,” he says.
There’s good reason for that kind of quick reaction. As today’s teenagers grow up in a world of smartphones that can do almost anything, there’s a growing assumption that they’ll turn into sophisticated drivers who expect much more from their cars, as well.
“The auto world, I think, is about to undergo as dramatic a change as smartphones,” Trussel says. “The speed to market, the rate of innovation, the partnerships, it’s just all going to fundamentally transform. It’s not too dissimilar to what happened with the carriers.”
Although a lot has changed in a short time, there is still plenty of road ahead before the automotive industry fully embraces next-generation connected car services.
Kush Parikh, a senior vice president of business development at Inrix, says the connected car sector will be a multibillion-dollar industry. But it’s also going to be three to seven years before the services are truly mainstream, he says.
Some of that delay has to do with safety. Carmakers simply can’t free up everything a mobile device might be able to offer while someone’s driving, and that means their platforms also can’t be as wide open as a smartphone, Parikh says.
“It is a trusted-partner type of scenario,” he says. “You’re not going to see thousands and thousands of apps in the vehicle. You’re going to see dozens, maybe, in its heyday. And it’s still early times, right? That’s the reality.”
But there are still some pretty amazing ideas sitting just off the horizon. A premium car brand is currently asking the traffic experts at Inrix to look at data from its cars’ windshield wipers and braking systems, for instance, to see what the company might be able to divine about traffic conditions.
In the future, why couldn’t a connected car talk with a traffic monitoring app and then push an alert to your smartphone to wake you up early if the route to work is particularly clogged? When you get behind the wheel early on a Monday morning, shouldn’t the system just know that you’re heading to work?