The North American in-vehicle infotainment (IVI) market will experience a rapid proliferation of smartphones in infotainment systems, even as Europe is slow to adopt the trend says Frost & Sullivan. Automakers around the world will shift focus from providing in-vehicle services through infotainment systems to smartphone apps, and will try to provide a standard interface to connect smartphones in cars.
However, luxury automotive OEMs will continue providing their proprietary infotainment solutions with smartphone interface as an added feature to address consumer interest. OEMs and Tier 1 suppliers are working to provide a standard interface for smartphone connectivity. North America will witness more products and services shifting to the mobile phone-based medium, which is more cost-effective, with the active involvement of the telecom community.
New analysis from Frost & Sullivan (http://www.automotive.frost.com) finds that 43% of consumers prefer an advanced HMI interface as standard equipment in the car. 9% of the people surveyed could be classified as high app users (using apps on a weekly basis) inside the car and among these, the navigation app was the most popular. The future infotainment will be one where it is built into the car with the capability of communicating with the external world, either through the smartphone or through a dedicated connection.
“OEMs and suppliers are attempting to reduce the life cycle gap between consumer electronics and automotives by introducing a standard interfacing solution,” said Frost & Sullivan Research Analyst Krishna Jayaraman. “Smartphone usage and apps adoption will favour the enabler and replicator approaches, triggering the hybrid system trend.”
The North American infotainment market is a very good example of the growth of hybrid systems such as Ford Sync. The European market for smartphone based infotainment systems is still at a nascent stage, and expected to gradually take off. Moreover, as the region is a hub of luxury automotive OEMs are reluctant about introducing a system fully dependent on smartphones that will replace their built-up infotainment systems.
The biggest challenges facing the market currently are the lack of standardisation of infotainment platforms and driver distraction.
“Developing a standard protocol for easy integration of portable devices with vehicles is difficult because of varied OEM products and consumer electronics life cycles,” said Jayaraman. “Moreover, as the smartphone exposes the driver to a large amount of information, it might prove to be a major source of distraction.”
The North American market is leaning towards providing infotainment services as apps on smartphone, which can be accessed using a standard interface in a safe way. The European market is cautiously approaching the smartphone based infotainment platform.
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