Self-driving cars may be a thing from a more distant future, but the potential of a new mobile entertainment industry is way too great to be ignored by the automotive and computing industries.
Customers around the globe demand interactive smartphone-style experiences wherever they go, with seamless connectivity and crystal–clear graphics. And even if this is a market yet to be fully developed, the potential economic benefits make it irresistible for the tech giants to not take a slice of this new-era-of-entertainment pie.
Everything that is and will be part of the entertainment system of a vehicle comes from in-vehicle infotainment, an emerging market based on the combination of transmission control units or head-up displays (HUDs) to deliver information and entertainment to those in the vehicle through control elements and audio or video interfaces.
With the evolution of vehicle technology and self-driven cars, Intel predicts there will be a market of $200 billion that will emerge, thus transforming the “cabin” into an immersive entertainment platform that acts as a “transportation experience pod.” When fully autonomous vehicles go mainstream, it will present a new medium for creatives.
Rear-seat video content as part of IVI has been around for nearly a decade mainly through discs and video stored on phones and tablets. However, it wasn’t until 4G that live streaming arrived, and vehicles with built-in 4G connectivity and rear-seat entertainment units became more and more prevalent – particularly in the luxury and multipurpose vehicle categories.
The main goal of developing this new IVI is to eliminate the “owner-slave” model of displays and allow for any system to manage and distribute content on any display available in the vehicle. For this, 5G would be a great ally, but the vehicle may not always be within its reach. In Europe, connectivity will remain patchy in the immediate future, and live streaming in areas with no reception will continue to present an issue,
IVI will also act as a catalyst for a wider range of connected car services, such as automatic payment for parking, charging zones, and tolls; location-dependent services like localized advertising; breakdown and recovery; and real-time traffic and route guidance. All of these services will be improved by the greater bandwidth capabilities of 5G.
We have a passion for entertainment, and we are commited to delivering product and services that allow others enjoy it as much as we do. The next steps in the path of universalized entertainment is clear: we have to make it available to everyone, everywhere. And Optiva will be an active part in this revolution.
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Optiva Media is part of EPAM Systems Inc., a leading global provider of digital platform engineering and software development services.
