Daily Archives: October 13, 2013
The ubiquitous nature of technology and the frenetic pace at which it evolves becomes dramatically obvious when products with a traditionally longer lifecycle embrace electronics and software traditionally only available in computers. The flooding of technology into these consumer products can be seen everywhere, with TV sets becoming closer and closer to computers with Internet connection and multiple apps that go well beyond the original intention of the base product, or cars with multiple, software-powered, onboard systems such as Navigation, Audio, Phone and Voice command, just to name a few.
This increased affordability of computing power and ubiquitous connectivity brings a whole new world of possibilities to enhance the traditional concept of certain consumer products, it has also had a number of downsides. Some products have seen their life cycle accelerated and a TV set that not so long ago had its lifecycle measured in decades, is now reduced to a few years. The adoption of advanced operating systems to power day to day consumer products accelerates obsolescence of these bringing it closer to that of computers.
Cars, for obvious reasons, are a different story. Long lasting products by nature, and with manufacturers integrating more and more technology (both hardware and software) onto them, a situation is created in which the (expensive) technology onboard vehicles, such as GPS Navigation, gets quickly outdated, with very few options for upgrading the hardware part of it. These systems soon pale when compared to the much more affordable, and easily upgradable features available in smartphones for a fraction of the cost.
Moves like iOS in the car, announced as a yet-to-be-implemented feature in iOS 7, can be game changing by going far beyond just providing a pretty interface for your iPhone when shown on your onboard screen. They can go as far as transplacing the complete onboard technology of vehicles into a smartphone, by basically getting all the software to run remotely in you
r handheld device, rather than in the onboard processors.
First of all, the obsolescence is over. All your car will provide is a screen, and that is the only thing that can get obsolete. The Navigation software available on iOS (despite the Apple maps fiasco) is on par with any onboard GPS system, and comes for free. No in car GPS hardware required, no more slow processors that can only run simple maps, no
more costly upgrades to onboard maps. Online maps permanently updated, real time traffic information and all the necessary hardware packed in your smartphone, which you can upgrade as frequently as you wish.
Audio is another key application brought by iOS in the car, creating a specific interface for managing your audio library while on the move, together with the phone interface.
Siri is King
In my humble opinion this is the moment that Siri has been waiting for. Interacting with onboard technology in cars has been, and still is, a big safety concern. Whilst all manufacturers have invested obscene sums in creating intuitive interfaces (BMW’s iDrive, Lexus’ Remote Touch or Audi’s MMI as an example), they still require attention from the driver. Of course most of the premium brands have implemented voice command systems, but in most cases require learning or following very specific instructions with accuracy being low enough not to be a full alternative to the physical interaction.
But here comes Siri, with the ability to understand natural language and take dozens of different instructions without the need for the driver to learn how to enumerate them.
Basing your car electronics in a naturally connected device brings new possibilities by being able to make use of Siri’s current (and possibly future) capabilities like finding restaurants, petrol stations around the current location, finding movies to watch and maybe booking hotel rooms in the future.
If Apple opens iOS in the car to developers, I bet we will be seeing cars giving away most of their onboard technology transplacing it to apps implemented in iOS which will manage most of the car functions, with Siri as the main way of interacting with your vehicle systems, from your Navigation, Climate control, Audio, Video and even car adjustments to be managed easily by interacting with apps in your Smartphone while talking to Siri.
Not a bad move, and one that would increase customer loyalty once a long lasting good like your car is tied to a particular Smartphone platform, on top of possibly transforming the way we understand technology onboard vehicles. And bring a second life to them.