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How will in-vehicle infotainment systems and telematics figure in consumers’ vehicle buying decisions?
Accenture has completed global studies to identify the most important trends shaping mobility and in-vehicle infotainment (IVI) in the automotive industry and around the world. Our research found three main trends will directly contribute to the growth of IVI and telematic systems: eco-efficiency, security and safety and comfort. Read more about these key findings and how OEMS and Tier One Suppliers can utilize these trends to identify and strategically position themselves for the next phase of growth.
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Key trends shaping the automotive Landscape
What are the most important trends shaping mobility around the world and in the automotive industry? And how can automotive manufacturers position themselves now to profit from these trends, particularly around IVI systems, telematics and embedded software?
Accenture recently concluded several studies to address these questions and provide insights into how IVI and telematics systems can be used to improve competitive positions in the coming years. We define IVI as a set of solutions and applications for vehicles that address various customer priorities such as entertainment, safety, maintenance, communication, and navigation. This paper summarizes key findings of the research.
The most important trends that will affect automotive manufacturers in IVI and telematics over the next 20 years include:
Over the next 20 years, Accenture studies found, the next wave of enhanced and connected in-vehicle services will not provide one killer application, but rather multiple big-ticket services. In the future the open platform will allow access to several new opportunities and consumers will be able to download the applications they need and want directly from their vehicle.
We see major trends for both embedded and standalone in-vehicle solutions. Automotive manufacturers will need to catch up with other types of companies that compete in these markets. Although most automotive manufacturers have capabilities in info-mobility, such as navigation, few have fully developed commerce capabilities. And they have been slow to create new generations of IVI applications in areas like safety, commerce, communications and entertainment.
In the European IVI marketplace, Accenture found that BMW and Mercedes represent the biggest players, while Toyota and Volkswagen are expected to grow rapidly in the next few years. In North America, Ford is viewed as a market leader, with the Ford Sync and Ford myTouch IVI devices generating a good deal of favorable buzz.
Demand for IVI and telematics is accelerating, as the Accenture studies make clear. Car manufacturers have an opportunity now to ramp up their capabilities to achieve competitive differentiation. They and their suppliers need to start building strategic partnerships that will lead to distinctive capabilities. To speed the process, some may want to take a managed approach to IVI, allowing them fast entry into key areas. The three areas that merit greatest consideration are safety, eco-efficiency and entertainment.
May 11, 2011
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