The in vehicle user experience (UX) has always been changing. Part of the reason is that users' expectations are changing. Why is our on-board user experience worse than that of the technology products (such as smart phones) we use every day?

As we all know, automobile manufacturers need to go out of their own differentiation route. However, with their efforts to the digital cockpit software platform, they may be separated from the more popular smartphone interconnection mapping solution, which will make them face great challenges.

The in vehicle user experience (UX) has always been changing. Part of the reason is that users' expectations are changing. Why is our on-board user experience worse than that of the technology products (such as smart phones) we use every day? When using mobile phones, we hope:

·The interface is simple and clean.

·The system is continuously updated and the function is continuously improved.

·Functional interconnection.

·The operating system keeps pace with the times.

·And can interact with other devices.

·Browse media content on any device anytime, anywhere.

·The interface is simple and clear, properly displayed and intelligently notified.

·It has a touch screen and an ultra accurate AI voice assistant.

Therefore, the real challenge is how to apply the user experience of smart phones to the in vehicle information entertainment (IVI) system. The method is: through software. All the next generation vehicles will be defined by software, which makes it easier to update and iterate throughout the life cycle of the vehicle.

Smart phone interconnection mapping solution can effectively integrate smart phone content into cars

Since 2015, the penetration rate of smart phone interconnection mapping solutions in automobiles has significantly increased. The solution aims to map smartphone applications, such as navigation or streaming media content, and familiar Web format home screens onto the vehicle's central display. Apple, Baidu and Google are the first companies to provide this solution, and they still dominate this field, but Huawei is also active in China. Since today's on-board infotainment systems can not be updated or are not updated at all, this is a new opportunity for technology companies. Whether using smartphones, other devices or in car devices, drivers are increasingly dependent on apps. Therefore, fully mapping these applications to the larger display screen in the vehicle is the future development direction of the technology company. According to canalys statistics, in 2022, 85% of new vehicles and more than 170 million vehicles sold in the world will be equipped with smart phone interconnection mapping function.

But now, everything is changing. The companies mentioned above have adopted different strategies to influence the user experience. Apple's next generation Carplay will be launched at the end of 2023. It will still be able to map the content of users' smartphones, but it can adapt to any screen, customize the appearance and body feel, and deeply integrate with vehicle hardware to control other functions and achieve more complete control of the vehicle. Baidu, Google and Huawei will continue to develop interconnection mapping solutions in depth, and have already cooperated with automobile manufacturers and used their respective operating systems - dueros, Android automotive OS (AAOS) and harmanyos to provide support for vehicle information entertainment (IVI) system and digital cockpit.

Each automaker has its own brand-new software strategy

Automakers are pushing for greater strategic transformation. They need to take their own user experience out of the path of differentiation, but many companies hope to use differentiation to dominate, instead of giving it up or waiting for a third party to intercept it halfway.

Although some automakers will use operating systems such as AAOS, they do not necessarily use existing applications and services, such as maps / navigation, voice assistant and app store, but buy from other suppliers. Other companies spend billions of dollars to build their own software platforms, applications and operating systems in addition to IVI functions. When these automobile OEMs have been developing software platforms for the vehicles that will be launched in the next three years, including the new EV and ADAS platforms, we can understand that the risk of doing so is predictable and a more challenging strategy. For automotive OEMs, it is a great event to change to any platform, but it will be a great challenge for many brands and models to switch to multiple new platforms at the same time within an automotive group. The risk of platform delay is high, especially considering the supply constraints faced by key auto parts and the complexity of the new platform. The delay in the launch of one platform in one model may have an impact on all brands and models of the entire automobile group within ten years. If you need to make a backup plan for the company's IVI user experience, you can consider the smart phone interconnection mapping solution!

Automotive OEMs lag behind Tesla for several years, but they also begin to focus on OTA updates

Today, the challenge is not just getting software defined cars on the market. Once launched, users will want to regularly update OTA to obtain enhanced functions and new functions. As early as 10 years ago, Tesla owners began to enjoy OTA updates, and they also used the digital cockpit before the smart phone interconnection mapping solution appeared. In addition, they can add new functions after buying the car. Among them, the most famous and profitable one for Tesla is autopilot. Each Tesla car is equipped with necessary hardware and autopilot - the user can choose enhanced autopilot or full self driving capability when or after purchasing the car.

Although the competitors are far behind Tesla, they have finally begun to focus on OTA updates. Some Chinese OEMs, especially electric vehicle start-ups, have also begun to implement the strategy of software defining vehicles. Xiaopeng automobile leads the market in this respect. So far, it has released 30 major OTA updates, adding about 200 functions. Geely brand zeekr and its partner Mobileye recently launched an OTA update, which mainly added a highway auxiliary kit. Polar star is another brand of Geely Group and also a joint venture brand of Geely and Volvo. It is the first company to adopt AAOS based on Google automotive services. It has updated the Polar Star software more than ten times. After the latest update, it will be upgraded to the latest version of AAOS and will support Carplay. Ford recently upgraded the bluecruise auto drive system for new cars of about 50000 American users through the Ford power up software update. Its functional improvements also include new applications. Lynk & Co, a joint venture between Geely and Volvo, worked with Microsoft to develop a Microsoft teams application for its cars. However, no auto manufacturer competes with the application developer network of the smart phone interconnection mapping solution provider.

New revenue opportunities

The head Automobile Group General Motors and stellantis both plan to realize $20 billion in revenue through software services by 2030. By then, millions of connected cars will be on the road and can bring them considerable income. But how will OEMs improve the lifetime revenue potential of their vehicles?

The digital services they develop must be able to create business value and user value, and can last for many years. Subscriptions from users will also be more common and extensive. New car owners are familiar with online services, such as General Motors' OnStar, in which navigation, remote diagnosis, roadside rescue and crisis assistance services can be part of the subscription plan. These functions in the subscription plan are usually free for a limited time and will be charged monthly after the expiration. It is expected that these monthly plans will add more available services or functions, such as driver assistance. With the driver assistance function implemented by Tesla Zhuyu in the past, other OEMs may also provide function updates and upgrades, and take them as after-sales services, and implement a one-time charge. BMW's connecteddrive store provides users with digital services and functions through micro transactions, including seat heating, high beam assistant, driver assistance and Carplay. All examples show that buyers who have used software defined vehicles can add or upgrade features and services in the future.
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