Keep Telematics Simple

Wednesday, June 9, 2010 by Margaret Zewatsky

I am currently attending the 10th Annual Telematics Detroit 2010. I left the first day with three main points: keep it simple, location services are key and telematics are not just for the luxury market.

  1. Keep it simple. There's an app for everything these days available on mobile devices, but this isn't the best strategy for apps appropriate for moving vehicles. Customer retention and conquest sales will depend on an OEM's ability to balance the consumers' increasing desire to incorporate media seamlessly into the driving experience while maintaining vehicle safety. Simple apps designed for automotive use that engage the user, while improving the driving experience, will help win business.
  2. Location Services. The first speaker of the conference, Thilo Koslowski from Gartner, revealed the top three applications consumers want. These include mapping, traffic, and weather updates. Seems obvious right? But most drivers are interested in getting from point A to point B in the fastest possible way. So focusing on delivering user location-based information services is key. The challenge will be differentiating vehicle mapping, traffic, and weather functionality from mobile device functionality already available.
  3. Not just for the Luxury Market. Luxury vehicles will be the first to market with integrated telematics. But the real numbers start to hit when you incorporate telematics into volume vehicles. Ford is doing this today with their Sync system as is GM with OnStar, but the general consensus at today's Telematics conference was by 2016 industrialized nations will provide telematics on volume vehicles. Not too far away when you consider the automotive development timeframe.

Today's conference has really got me thinking about changes the connected car will bring to consumers and OEMs. Many questions are running through my mind that I'd like your perspective on. Is the key to monetizing telematics in vehicles differentiation or integration with mobile devices? Will regulation stop telematics in its tracks or can regulation even prevent media availability in cars and trucks?

Your opinion matters and I appreciate you sharing it.

Posted by Margaret Zewatsky, Product Strategist, Polk (06.09.10)

Comments for Keep Telematics Simple

Thursday, June 10, 2010 by bharat:
What is the differentiation being looked for in mapping and weather related apps? What are the shortcomings that we see today and in what context? Appreciate any replies pl.
Thursday, June 10, 2010 by Margaret Zewatsky:
Good question bharat. Today in mapping we have a delay of information, traffic conditions only available on main traffic ways and the information is static. Mapping and traffic information will evolve to provide real time traffic and mapping on all road ways to allow real time travel time estimates for all possible alternate routes on and off major express ways. Further opportunities exist when mobile devices or connected cars provide two way communication (sending as well as receiving). This provides the possibility to forecast traffic patterns from the data received from millions of drivers. The would allow us to receive predicted commute times or road congestion throughout the entire duration of our trip. The same could be true for weather information where your car could predict and show how weather will impact your entire trip and recommend alternate routes. I hope that helps answer your question, but I am also interested in what others have to say.

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