Click here to close now.

Welcome!

Linux Authors: Carmen Gonzalez, Roger Strukhoff, Pat Romanski, Hovhannes Avoyan, Esmeralda Swartz

Related Topics: @ThingsExpo, Java, Wireless, Linux, Cloud Expo, Big Data Journal

@ThingsExpo: Article

The Connected Cars War

Apple and Google duke it out for IoT mindshare and revenue

At the Geneva Motor Show Apple officially launched its new "CarPlay" product for cars, to some excitement. Apple has enlisted a number of big name auto manufacturers into the program, so you can expect to see CarPlay in your new vehicle sometime soon.

But what's new here? At first glance this is just a computer company providing its interface expertise to car companies, just like the deal between Microsoft and Ford that was announced way back at CES 2007. The list of features - entertainment, maps, messaging, voice control - looks very similar. So what's different, and why is Apple coming along seven years later?

I'm only guessing... but it seems rather obvious that it took some time for the car companies to realize that their traditional approach to in-car electronics was doomed. When in-car entertainment consisted of a combined radio and CD player, the car companies were within their comfort zone. Entertainment was just another module to be plugged in on the production line. But as soon as the dashboard started to contain software, the car companies obviously struggled. The navigation and entertainment systems hard-wired into cars were, and still are, a whole lot less functional and more klutzy than the equivalent apps available on smartphones and tablets.

The Ford arrangement with Microsoft brought in outside expertise to the design of an in-car system. But the mission was misdirected. Microsoft Sync gave us a version of Windows designed specifically for cars, and ran inside the car's dashboard computer. But what we all wanted and needed was different: we just wanted to plug in our smartphones.

With a smartphone or tablet safely cradled, a power supply, and an interface into a sound system, we have everything we need, already there in a compact and familiar Internet-connected package: stored music, online streaming, radio stations, navigation, reminders, address book, social networks... and so on. We don't need another device built into the car; we need the ability to use the device that's already part of our everyday lives. Apple realized this too, and maybe it took a while to convince the car manufacturers to face this reality. CarPlay provides that ability to plug in, and adds some usability features that, we are told, will also make it easier and safer.

Google seems to be headed in the same direction with their Open Auto Alliance, announced at CES 2014. While the press releases are a bit vague it's clear from this picture that this too is not Android built-in to the car, it's Android brought into the car in the form of a tablet that can be plugged in.

With Apple and Google aligned in concept, this has to be seen as a major shift in the car industry. Now those of us who regularly use rental cars, share cars with others, and use Zipcars can simply bring our entertainment and information with us.

Is it also, as suggested by at least one observer, the start of a "Smart Car War" to win space inside cars, with Google and Apple battling it out? Perhaps, but maybe not more than they are battling it out already. What we have here is actually a pretty simple idea, already implemented in a half-baked way by anyone who has used a smartphone for navigation, information and entertainment while driving a rental car or a borrowed car, in preference to digging out the car manual to work out how to use the moronic built-in GPS. What Apple and Google will give us is a safer and tidier way to use our own devices. The interface between the tablet and the car is also fairly simple, although not necessarily standardized. It seems to me that since smartphones are becoming more important in peoples' lives than cars, the auto manufacturers cannot afford to partition their target markets rigidly so that (for example) only iOS users can buy a BMW, and only Android users can buy an Audi. Moreover, many families contain a mix of devices and people sometimes change brands when they buy new devices. Will we have to buy a new car when we buy a new smartphone? Probably not.

The Smart Car wars are more likely to be around Apple and Google trying to maintain exclusivity, when it is clearly in the interests of the car companies to have a generic interface that can allow any device to be plugged in. Already we see that the "alliances" are not exclusive, with Honda, GM and Hyundai in both camps, Apple and Google. (Ford is also there with Apple, but is also now working with Blackberry, which seems not only to be a deliberately contrarian move, but also leaves Microsoft out in the cold in this market, for the time being.) We can assume there will be push-back from the car companies against any solution that limits their target market, or that increases costs by creating a need to provide different interfaces as options. Moving towards a single standard interface for all devices wouldn't be technically difficult, although that's no reason to be confident that it will happen soon. While we're waiting for standardization to happen, we can look on the bright side: here's another business opportunity for someone, because Amazon will sell adapters.

What both Google and Apple are hinting at though, is something even bigger than entertainment, and something that demands new capabilities and new products, not just a better way of using existing mobile devices. This is the incorporation of smart devices into autonomous car management. In discussing this, we need to keep driver and passenger features separate from car management features. Driver and passenger features - entertainment and information, essentially - are what Google and Apple are addressing in their recent announcements. But we can be sure that both companies see this as a way to get under the hood, and the ultimate aim is to deliver real built-in automotive management, which is not something you want or need on your smartphone.

Apple and Google want to create "Internet of Things" technologies for vehicles. These are technologies and features that aim to make driving safer, more fuel efficient and less stressful, such as systems that will allow cars to communicate and interact with each other and with external traffic management systems to reduce congestion and delays; systems that can sense the presence of other cars and act autonomously to avoid accidents; systems that could override driver commands in accordance with user-defined policies for safety and fuel consumption; systems that can enable cars to group into ‘platoons' or ‘road trains' which reduce accidents and cut journey times. Road trains have another advantage: the driver can kick back and watch a movie or visit Facebook or make a business call or two: the tablet will be right there on the dashboard.

In this new world of connectedness and fluid partnerships and services, the pace of business model shifts and service complexity is rising to a level unlike anything we have seen before. Monetizing the IoT opportunity requires a billing and partner settlement platform capable of supporting today's business model while easily adapting and future-proofing tomorrow's.

More Stories By Esmeralda Swartz

Esmeralda Swartz is CMO of MetraTech, now part of Ericsson. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda is responsible for go-to-market strategy and execution, product marketing, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of OSS software, now part of Extreme Networks (Nasdaq:EXTR). At Avici Systems (Nasdaq:AVCI), Esmeralda was Vice President of Marketing for the networking pioneer from startup through its successful IPO. Early in her career, she was a Director at IDC, where she led the network consulting practice and worked with startup and leading software and hardware companies, and Wall Street clients on product and market strategies. Esmeralda holds a Bachelor of Science with a concentration in Marketing and International Business from Northeastern University.

You can view her other blogs at www.metratech.com/blog.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.
In 2015, 4.9 billion connected "things" will be in use. By 2020, Gartner forecasts this amount to be 25 billion, a 410 percent increase in just five years. How will businesses handle this rapid growth of data? Hadoop will continue to improve its technology to meet business demands, by enabling businesses to access/analyze data in real time, when and where they need it. Cloudera's Chief Technologist, Eli Collins, will discuss how Big Data is keeping up with today's data demands and how in the future, data and analytics will be pervasive, embedded into every workflow, application and infra...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, will provide some practical insights on what, how and why when implementing "software-defined" in the datacenter.
SYS-CON Media announced today that @ThingsExpo Blog launched with 7,788 original stories. @ThingsExpo Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @ThingsExpo Blog can be bookmarked. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago.
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE