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Strategic Analysis of the Impact of Smartphones and Apps on the European and North American Infotainment Market
Frost & Sullivan, March 2011
This Frost & Sullivan research service titled Strategic Analysis of the Impact of Smartphones and Apps on the European and North American Infotainment Market provides a detailed analysis of market trends, consumer preference and roadmaps. In this research, Frost & Sullivan's expert analysts thoroughly examine the following technologies: smartphone, apps, infotainment systems, and navigation.
Market Overview
Smartphone Applications to Revolutionise the In-vehicle Infotainment Market
The North American in-vehicle infotainment (IVI) market will experience a rapid proliferation of smartphones in infotainment systems, even while Europe will slowly adopt the trend. Automakers around the world are striving towards creating a balance between providing in-vehicle services through infotainment systems to smartphone apps, and want to provide a standard interface to connect smartphones in cars. , luxury automotive OEMs will continue providing their proprietary infotainment solutions with smartphone interface as an added feature to address consumer interest. . OEMs and Tier 1 suppliers are working to provide a standard interface for smartphone connectivity. North America will witness more products and services shifting to the mobile phone-based medium, which is more cost-effective, with the active involvement of the telecom community. The future infotainment is expected to be one where it is built into the car with the capability of communicating with external world, either through the smartphone or through a dedicated connection.
“OEMs and suppliers are attempting to reduce the life cycle gap between consumer electronics and automotives by introducing a standard interfacing solution,” notes the analyst of this research. “Smartphone usage and apps adoption will favor the enabler and replicator approaches, triggering the hybrid system trend.” The North American infotainment market is a very good example of the growth of hybrid systems, as exemplified by Ford Sync. The European market for smartphone based infotainment system is still at a nascent stage, and expected to gradually take off. Moreover, the region is a hub of luxury automotive OEMs that are likely to be reluctant about introducing a system fully dependent on smartphones that will replace their built-up infotainment systems.
Lack of Standardisation Poses Challenge to Market Development
The biggest challenges facing the market currently are the lack of standardisation of infotainment platforms and driver distraction. “Developing a standard protocol for easy integration of portable devices with vehicles is difficult because of varied OEM products and consumer electronics life cycles,” explains the analyst. “Moreover, as the smartphone exposes the driver to a large amount of information, it might prove to be a major source of distraction.”
The North American market is leaning towards, providing infotainment services as apps on smartphone, which can be accessed using a standard interface in a safe way. The European market is cautiously approaching the smartphone based infotainment platform.
Technology
The following technologies are covered in this research:
- Smartphone
- Apps
- Infotainment systems
- Human machine interface
- Navigation
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