22 December 2010

Automakers grapple with New-Age dilemma: software or hardware?

Be the first to share

Ford Sync
A somewhat older but no less relevant article by Bill Visnic on how automakers are diverging around the question of how to approach the onboard “infotainment” revolution.

“For each OEM, the basic decision about infotainment is this: whether to “embed” most of the enabling hardware and software for wireless communications into the infrastructure of the vehicle, essentially creating their own mobile devices — or to minimize such integration and concentrate on producing the best possible interfaces with cell phones, smart phones and other devices consumers already are using and bringing into the vehicle.

Ford sits more or less at one end of the spectrum with Sync, whose strength on a practical and marketing basis seems to be that the system makes it easy to use already-favorite wireless devices and programs in Ford’s cars. […]

On the other end of the scale is GM, which committed itself mainly to an embedded strategy nearly two decades ago with OnStar, building the service into its vehicles — and basically has stuck with that approach since then.”

In setting its strategy, Viscnic says, each OEM is wrestling with the following realities:

  • The demographics of the customer: Unanimously, OEMs see interest in heavily embedded devices and systems being stronger with older people and higher in luxury segments.
     
  • The rate of change: Automakers have long had difficulty keeping up with the incredibly fast pace of change in digital technology compared with the relatively slow speed at which new systems and technologies take root in vehicles and with the overall product cycle of cars. But now the tension is getting worse.
     
  • The ubiquity of mobile devices: Seventy percent of mobile-phone use occurs inside vehicles, so “a responsible OEM” must consider how consumers interact with handsets and other peripherals in the vehicle. Yet smart phones at this point comprise only about 20 percent of the mobile-phone market.
     
  • The tyranny of apps: Consumers increasingly expect to be able to use all their favorite websites and apps on their smart phones in the vehicle even if it isn’t safe for them to do so while driving.
     
  • The issue of redundancy: One of the big advantages of a tethered system is it doesn’t require users of onboard infotainment services to subscribe to another wireless service, such as OnStar or Safety Connect.
     
  • The robustness of onboard systems: For what safety services promote and offer, they really can’t depend on brought-in mobile devices.
     
  • The role of safety: The issue of how infotainment affects driver and passenger safety is on everyone’s lips.

Read article

Be the first to share
14 August 2015
Jon Kolko: Design thinking comes of age
How should companies think about design centricity? For Jon Kolko, vice president of design at Blackboard, an education software company, design thinking can define the way an organization functions at the most basic levels—how it …
8 August 2015
Stanford: taking back control of an autonomous car takes five to eight seconds
Autonomous cars are based on the premise - similar to airplanes - that the human driver can take back control of the vehicle in case of emergency. But that takes quite a bit of time. Two …
1 August 2015
Nissan’s place-based design process
Megan Neese is a senior manager in the Future Lab at Nissan Motor Ltd., a cross-functional team tasked with uncovering new business opportunities for the future of automotive. In an article for EPIC, she explains how …
27 July 2015
Breaking Free from The Lean Startup religion: The Service Designer Manifesto
Breaking Free from The Lean Startup religion: The Service Designer Manifesto by Tenny Pinheiro Eise Books July 21, 2015 - 52 pages Free on Kindle Abstract Our civilization is facing complex, systemic and scary wicked problems. It is already known that …
17 July 2015
Interview with Amy Parnell, Director of UX at LinkedIn
SocialTimes recently chatted with Amy Parnell, the director of user experience at LinkedIn, to learn more about what goes into a redesign (or a slight tweak). What kind of research goes into design changes on LinkedIn, …
2 July 2015
Wells Fargo bank uses ethnographic research to design a better customer experience
During a Speaker Spotlight Q&A at Forrester’s CXNYC 2015 conference for customer experience professionals, Mark McCormick, Wells Fargo’s Head of Wholesale User Experience, talked about how past customer experiences shape consumer behaviors and how understanding …
2 July 2015
Interview with HTC’s head designer on experience design
Drew Bamford is the person responsible for making the ITC's experience design – how the company's devices feel and work like 'HTC phones' rather than just another Android handset. HTC's head designer's purvue is focused on …
27 June 2015
Designing for behavior as the critical path for patient engagement
Forget about features, design behaviors. Tying strategic behavior design to engagement outcomes will lead to more pratical and digitally relevant solutions, writes behavioral scientist Steph Habif in a conversation piece on the website of Prescribe …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

See all articles