The tech industry has long seen the connected car as the next new ‘device’ for its services, writes Dr Jan Burgard
pertempuran antara raksasa teknologi vs produsen mobil konvensional meletus jg awal taon ini
While automakers have struggled to build their own connectivity products, investing huge sums in immature and expensive technology, all Big Tech plans to do is scale up existing platform-based empires to encompass the car. In this way, Big Tech is carefully positioning its Trojan Horses to take control of the digital future of the automotive industry.
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First came the ‘innocent’ infotainment domain, with allegedly risk-free partnerships between car manufacturers and tech companies—and it certainly made good sense for vehicle screens to duplicate familiar smartphone content. Hence Android Auto, Apple CarPlay and (in China) Baidu CarLife. Today, most automakers simply sell technical interfaces for all common mirroring standards, rather than opting for an ‘either/or’ approach.
Now there’s an increasing number of AI-based voice assistants integrated into the car: Siri (Apple), Alexa (Amazon), and the like—and so the range of digital services around the connected vehicle is growing, and will continue to grow, until the advent of highly automated cars sees digital technology take hold right at the heart of vehicle design and manufacture.
And that’s when things get serious. Autonomous driving could see Big Tech seeking to dominate not only the provision of cloud-based services, and even the car’s operating system, but right through to the hardware layer—the electrical and electronic components that are the automakers’ home turf.
There’s no way to avoid the unstoppable march of the connected car. Not only are all new vehicles in the European Union required, since March 2018, to have an emergency call (eCall) function as standard, but electric cars, car-sharing and autonomous driving are inconceivable without a fully connected vehicle. The new 5G wireless standard—a key prerequisite for highly automated driving—will bring another new wave of connected car technology.
No doubt about it, connectivity is a central enabler for the digital transformation of the automotive industry, but it’s still unclear what the next connectivity wave will be—and who will own it. And it’s easy to underestimate how much is at stake here.
Attack of the tech industry
Big Tech has something of a stranglehold over connected car technology—and for good reasons. Given the huge stakes, it might seem astonishing how readily automakers choose to co-operate with Big Tech companies, but the advantages are compelling, especially when compared with the challenge of developing independent operating systems that are a long way from the manufacturers’ core competencies. Hence recent Berylls analysis shows that, within a few years, Google has built up an impressive reach in the field of smartphone mirroring, extending to some 80% of annual global car sales.
Now Google is pushing ahead with Android Automotive OS, its new car operating system (CarOS) that’s integrated even more deeply into the car. It’s attractive and tempting to automakers, requiring minimal up-front investment and offering a comprehensive suite that can be adapted to automaker-specific needs, with the option of integrating additional services from Google. As Android is already a popular operating system, many drivers are familiar with the look, feel and basic functionality. Meanwhile, of course, the underlying software is state-of-the-art and continually developed and maintained by Google.
According to the analysis conducted by Berylls, pre-announced automaker partnerships will allow Google to achieve a noticeable global market reach of around 17% for its new product within only five years. While Google’s advance into the CarOS market is unlikely to show similarly high growth rates for Android Automotive OS as seen for Android Auto—it is a fairly complex undertaking to implement and ramp-up a new CarOS from scratch—the forecast market shares might still be more than a wake-up call for automakers and suppliers.
Is it still possible for manufacturers keep control of the digital technology in their cars? How can they limit their increasing dependence on Big Tech, global technology companies which could, in time, dictate the direction of vehicle development and future business models? And how can automakers build a direct line to the customer—in order to reap the benefit of any future profit pools that emerge from the connected car revolution
Should the automakers fight back? And how?
To date, automakers have adopted one of three main strategies:
The Cooperation Approach. In the volume segment of the market—GM, Renault-Nissan-Mitsubishi, for example—partnerships with Big Tech are popular, as they compensate for missing competencies, avoid larger investments and still offer attractive and up-to-date solutions. The downside is the increasing dependence on the tech industry.
The Counter-Attack. The premium manufacturers and groups, such as Volkswagen Group, have proved more willing to invest heavily in the development of their own software and independent operating systems, but it means taking on Big Tech at its own game.
The Industry Standard: A number of automakers and suppliers have joined the GENIVI Alliance, an automotive industry initiative to develop a scalable, open-source solution based on Linux. As with the Counter-Attack, this scenario helps to keep the tech companies at bay.
In the battle to ensure that automakers retain control, and are able to differentiate their offerings in the face of specialist tech companies with high software competence, each of the current approaches has its pros and cons. But increasingly, a concrete starting point for ‘self-assertion’ is to offer multiple, value-added services via a targeted, personalised ‘collaborate and compete’ strategy.
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raksasa teknologi dgn hati2 udah menaruh kuda troya tanpa menarik perhatian dan kewaspadaan para produsen otomotif konvensional saat mobil2 modern semakin elektrikal
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bahkan beberapa petinggi teknologi berkata mobil masa depan akan menajdi smart phone terbaik
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gerombolan leon masker dan buah apel lama bersembunyi di kuda troya, mengintai dan menunggu waktu tepat untuk menyerbu
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apel kar rencana loncing 2024 jadi jgn terpaku pada leon masker sahaja
tentu para produsen otomotif konvensional yg santuy2 akan kelabakan dan bertahan mati2 an agar ndak sampe terpental jeluar dari kurva otomotif global di masa depan
perang kuda troya yg akan menjadi pertempuran 'stalingrad' otomotif
karena produsen otomotif lama ndak akan menyerah secepat dan segampang orang troya kepada yunani
yg brarti sampe titik darah penghabisan mati siji mati kabeh sisan wae utk produsen otomotif konvensional
bahkan bos toyota berkata ini masalah bertahan hidup atau mati
![[emo-yesno]](./images/smilies/2017-yesno.gif "Yes / No"){kind=small}
welkam disrupsi terbesar seabad sekali pada otomotif global
semoga ndak betah segera angkat koper say gudbai dan ndak bakal ada yg akan merindukan mu
support pemerintah dan konsumen2 pada kolaborasi dan aliansi antara produsen mobil konvesnional adalah mutlak ndak bisa ditawar
jadi mikir seandai nya seperti di endo yg mobil2 ndak perlu canggih2 alias mobil besik2 sahaja semesti nya pasti aman ndak akan menarik perhatian jayen teknologi
https://outsideinsight.com/insights/whe ... ech-firms/
It’s a matter of surviving or dying
Akio Toyoda
Chief Executive, Toyota
teknologi dimana-mana dibuat utk kenyamanan mana ada teknologi yang ga nyaman...klo pun ga nyaman ya bakal tergerus zaman, apalagi pemaksaan semua konsumen yang menentukan...sangat praktis mnrt saya pribadi, mungkin anda belum coba kali, kalo blm coba ya wajar gagal moveon 
