Ford‘s original SYNC model proved to be a very good example of effective but basic integration of smart devices into the vehicle. SYNC quickly and easily connects the consumer’s phone to the vehicle and provides a relatively easy-to-use voice interface. However, despite Ford’s success, many follow-on infotainment offerings have fallen into the trap of making overly complex systems in an attempt to compete. Furthermore, these systems employ the most sophisticated multicore processors to try to future-proof and keep up with ever-changing consumer demands.
The fast-paced consumer electronics world renders technology obsolete within 12 to 18 months. With automotive design cycles stretching for longer, the challenge is to future-proof infotainment
Infotainment systems outfitted with the latest options sport a large array of capabilities accompanied by myriad buttons and touch features. Although initially entertaining, it becomes burdensome with time as the consumer is unable to simply and intuitively interact with their expensive infotainment option. The fast-paced consumer electronics world renders technology obsolete within 12 to 18 months. With automotive design cycles stretching for longer, the challenge is to future-proof infotainment. Moreover, most people do not buy new cars every year and costly infotainment systems quickly become dated. Trying to keep up to date by integrating everything into the car is a losing battle. Consumers expect the same functionality, ease of use and flexibility they get with their current smart device – but regularly upgrading the centre stack in a car is just not as easy as upgrading a mobile phone.
Infotainment systems become overly complex when designers assume the correct view of the world is the same as that seen from their technical perspective. Sometimes this is correct, but when it comes to the average consumer, it usually is not. A good example of technology gone awry is the consumer electronics industry where feature-rich products often miss out on ease of use. The more functions and features, the better the competitive differentiation and the more attractive the offering – or so it was thought.
With the launch of the iPhone, Apple changed the game and so became one of the most valuable technology companies in the world. While the general consumer electronics industry was focused on adding as many features and functions as possible to every product, Apple was building devices that were very simple to use yet fulfilled the consumer’s desires. Other technology companies are now trying to emulate this model and the automotive infotainment industry is starting to sit up and take notice.
An attractive, alternative approach to infotainment is starting to emerge. OEMs and Tier One suppliers are focusing on clever ways to assimilate the consumer’s smart device into the vehicle rather than trying to build everyhing conceivable into the centre stack.
Consumers expect the same functionality, ease of use and flexibility they get with their current smart device – but regularly upgrading the centre stack in a car is just not as easy as upgrading a mobile phone
Optimising the interfaces to smart devices provides access to all the built-in processing, connectivity, applications and media. Adding natural language recognition greatly increases ease of use with the added benefit of reducing driver distraction. Cloud and network connectivity is available through the existing cellular service. Personalised content moves with the driver and the infotainment capabilities are always kept up to date when the device gets upgraded.
Keeping the automotive infotainment system current requires clean integration of smart devices with the vehicle and avoids having to reinvent the wheel in the center stack. We have a path forward.
The opinions expressed here are those of the author and do not necessarily reflect the positions of Automotive World Ltd.
Luke Smithwick is Operations Manager, Driver Information and Infotainment Business at Freescale.
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