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The future of in-car navigation: A customer-centric experience

LIGHTNING RELEASES 03/26/14 — As the industry moves towards connected cars, the growing focus is on ‘mobility’. How does navigation fit into the bigger picture of the connected car? And what is the vehicle manufacturers’ role in the future of navigation?

‘In-car navigation’ is perhaps one of the most misleading terms in the industry today. Navigation is no longer just about the car, the scope of navigation now goes beyond calculating the route from A to B. It’s all about the user and their connected lifestyle. In fact, should we even be calling it ‘navigation’ anymore? 

When Google Maps was launched a few years ago, it was a disruption that took the navigation industry by surprise. Google continues to be active in the industry, with proactive navigation solutions such as Google Now, which is a lot more advanced than what most vehicle manufacturers offer today. So do OEMs have a role to play or should they rely on companies like Google and Apple to define the next generation navigation solutions?

At SBD we believe that OEMs are in fact in a very good position and could play a very important role in the future of mobility if they act today.  Abhishek Visveswaran SBD’s Head of Connected Car Division discusses the factors that OEMs can capitalise on, “The average car user spends 500 hours every year in the car and OEMs control this ‘face-time’ in terms of what is shown and how it is shown to the user. Also the value of predictive navigation solutions can be enhanced greatly by integrating vehicle data. OEMs can be doing a lot more with vehicle data than what they are today. Although this is often stated as a negative, the longer product lifecycle or duration of car ownership gives OEMs a unique opportunity to engage with and ‘own’ the customer.”

SBD defines the future of in-car navigation as Navigation 3.0, a customer centric experience that is “Always Available, Aware, Ready, Networked, Personal and Safe”.

SBD has identified 3 steps which OEMs can use to implement Navigation 3.0. The fundamental building block is creating the user profile. In our research we have broken down the user profile into smaller components that include social network and calendar integration. We have also introduced the concept of an off-board intelligence engine for navigation, called the ‘Contextualiser’. In addition, the research also looks at managing privacy. We believe transparency is key and propose the concept of a ‘Data Control Interface’ forming a key part of the OEM portal.

In addition to SBD’s involvement in several connected navigation RFQs in the industry, all the recommendations in the Navigation 3.0 report are based on SBD’s strong understanding of the current market through our comprehensive navigation databases for Europe, US and China. 

So what could the user experience for Navigation 3.0 look like? We asked ourselves how SBD would implement navigation if we were a car maker and have produced a short interactive video on ‘An hour in the life of an SBD navigation user’. Click here to view >> http://www.sbd.co.uk/navigation-3-0/

Editor’s Note:

SBD is an independent, technical and market research consultancy specialising in automotive security, connected car telematics and driver assistance systems. From tracking industry trends through to strategic support for product development, SBD has over 18 years of experience working with world-class companies in the automotive and associated industries.

At SBD, we strive to inspire automotive innovation by bridging the gap between technical design and actual customer & legislative needs of different markets. Our diverse team of experts understand global market requirements and work alongside our clients to plan cost-effective, class leading products that their customers value.

Contact: Noyonika Bhaduri 

SBD UK (Communications, Media Relations & PR)
Email:    nbhaduri@sbd.co.uk;  press@sbd.co.uk
Website: www.sbd.co.uk