The Connected Car: How Apple CarPlay and Airbiquity Choreo Fuel Tech-Integrated Lifestyles

Written on
Mar 17, 2014 
Richard L. Tso  |

ADOTAS – The automotive industry is known as being at the forefront of innovation when it comes to both advertising and technology. While Google’s development and road testing of the world’s first self-driving vehicle seems like it’s right out of some futuristic science-fiction novel, the autonomous vehicle is a major step forward a new industry that merges machine intelligence and robotics.

Using algorithms, cameras, and vehicle sensors that respond to external visual and mechanical stimuli like vibrations and bumps in the road, the car gathers almost 1 GB of data per second about weather, driving and road conditions to accurately maneuver the vehicle down roads – all without a human at the wheel.

According to Mashable, data gathered from Google’s self-driving Lexus and Prius cars shows that they are often safer and drive smoother when steering themselves versus when a human takes the wheel.

One analysis concluded that when a human was driving the vehicle, Google’s cars accelerated and braked significantly more sharply and abruptly than they did when piloting themselves. And another showed that the cars’ software automatically maintained a safe distance from the vehicle ahead than the human drivers were.

“We’re spending less time in near-collision states,” said Chris Urmson, Director, Self-Driving Cars at Google. “Our car is driving more smoothly and more safely than our trained professional drivers.”

While the autonomous vehicle industry is advancing extremely quickly, some researchers are claiming that consumer adoption is still almost a decade out while others like Bernard Soriano, CIO of the California Division of Motor Vehicles (DMV), say these cars are coming a lot sooner than people realize, adding that California is leading the way to getting regulations ready by the end of the year.

Soriano said the DMV will reveal a draft of the state’s self-driving car regulations in June or July in a hearing where the public will have a chance to see how the rules are going to take shape. The public will have a chance to formally address the regulations and influence them, Soriano said, noting that the public already has influenced the DMV’s work through participation in online social communities on Reddit, Twitter, Google Plus and LinkedIn.

Connected Cars Are The Next Battle Ground for Advertisers

Until autonomous cars officially hit the roads, vehicles driven by humans are undoubtedly becoming increasingly more intelligent, and consumers are demanding more integration of smartphone-like features into dashboard displays, providing access to mobile apps, GPS services and mechanical status reports at their fingertips.

With the launch of Apple CarPlay (pictured) and Airbiquity Choreo, two platforms that offer mobile integrated solutions specifically for cars, developers and marketers are still figuring out how to capitalize on this new ‘fourth screen” and this sets the stage as the next battleground for advertisers and marketers looking to provide people with contextually relevant in-vehicle opportunities for brands.

“Apple CarPlay and similar operating systems within cars will become the ‘fourth screen’ and present fantastic marketing opportunities to businesses, brands and advertisers alike,” said Guillaume Lelait, VP of North America at the mobile marketing agency Fetch, “Despite the hurdles to overcome in regulations and security risk, the data acquired by smart car operating systems will allow marketers and advertisers to gain useful intelligence into driver¹s needs based on gas tank information, distance traveled and location – which will be especially useful data to both retail and hospitality industries.”

Soon cars will be able to detect when they are low on gas and target ads to the driver for local gas stations and hotels, even bringing in data from smartphones to cater to their usual preferences and tastes in lodging. For Apple users, Siri plays a prominent role in allowing drivers to interact with CarPlay hands free, and it will soon be able to take action on a driver’s behalf such as call or navigate to a hotel on command during an advertisement, or even download an app directly to CarPlay OS.

According to the Radio Advertising Bureau, radio advertising in USA topped $16 billion in 2012, yet CarPlay and Airbiquity advertising when synced with a user’s car, smartphones and tablet, will be able to provide much more targeted ads to users, leading to higher ROI for brands and marketers.

Connected car company Airbiquity works with auto OEMs to integrate existing mobile technologies into cars, offering personalized apps and content for consumers in car dashboards. Through smartphone integration and embedded connectivity, Airbiquity ensures apps and content are available in the car, on demand, safely and securely.

Airbiquity also understands the value of offering brands access to consumers sitting behind the wheel. In a recent press release, Airbiquity CEO and President Kamyar Moinzadeh stated, “Airbiquity is the industry leader in enabling the configuration, management and continual delivery of cutting-edge connected car programs and content globally. We’re 100% committed to working with the leading content providers around the world to ensure their brands are available to our customers, and their unique value proposition and user experience is appropriately integrated into the connected car environment to ensure driver safety and convenience.”

“CarPlay will provide another revenue stream for marketers to target drivers in their cars, but will be more relevant based on drivers needs,” Lelait added. “With Siri providing a prominent role in keeping drivers eyes on the road leading to lower risk for drivers, Siri will also allow drivers to download apps directly to their CarPlay OS handsfree. The earning potential for advertisers is huge and sooner rather than later we will see brands capitalizing on CarPlay’s potential.”

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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