Beware threat of Big Tech Trojan horse

Apple is coming to your dashboard if you haven’t heard it yet.

As car news The expansion of the popular CarPlay app will allow the tech giant to “control every screen in the car, replace the automaker’s user interface, and access additional vehicle and driver data,” according to a report. There is a nature.

If adopted by automakers, this tight integration with automotive hardware would give Apple and other third-party technology companies access to in-vehicle controls such as air conditioning, while allowing companies to connect directly to real-world networks. It means a substantial evolution because it will be able to. Time data such as speed, rpm and fuel level.

In essence, the cockpits of new cars soon become shells for iPhones and other technologies. This can be a serious problem for automakers.

While apps and integrations offer a welcome level of familiarity for consumers, Apple’s example presents a Trojan horse scenario of sorts. By allowing dominant tech companies to increase their presence in connected cars, manufacturers could eventually see them eavesdrop on their relationships with their customers. I have.

Over time, through a combination of outsourcing and aggression, automakers may even undermine their connected car investments in two ways.

First, it enables Big Tech to become a middleman at one of the key touchpoints automakers will have with drivers and passengers in the future. Connected vehicle technology helps create a closer and more caring relationship between automotive brands and their customers. One of his main purposes is to make vehicle owners feel understood and valued in a way that fosters loyalty.

Intervening third-party technology undermines the direct bond between business and users.

Second, by allowing Big Tech to increase its presence in an unobstructed cockpit, automakers could sabotage the unique opportunity to generate new revenue streams via in-vehicle technology. It’s no secret that automakers are finding it increasingly difficult to turn a profit on car sales. As such, connected capabilities and the commercial opportunities they present are critical to future-proofing your business.

Connected car technology is helping automakers create seamless new experiences for car owners through digitally enabled services such as food ordering, fuel recommendations, and paid parking. This burgeoning ecosystem enables both manufacturers and their partners to leverage new technologies to generate new types of revenue while delivering unparalleled convenience to their customers.

Data feedback from connected functions gives these companies a privileged window into their drivers’ habits and preferences, so they can learn and become smarter on how to serve those wants and needs with value-added services. I can.

If established technology companies can embed their software inside vehicle hardware, they can claim the same interactions and data insights, and even partner with rival service providers to beat automakers on new products. I can.

And when Big Tech offers additional or rival in-vehicle features, they own customer data and have little or no obligation to share it with automakers.

This is the cost of allowing opportunistic third parties into their hard-won customer relationships, and companies need to think seriously about giving up control of the in-car software-powered experience. But if you want to stay at the forefront of customer communications, leverage data, and speak with your own brand voice, you should consider turning to independent providers on friendly terms.

In fact, there is an incredible opportunity for automakers to make connected experiences a differentiator and use these capabilities to build their own identity and extend their lifespan.

But this will only be possible through more careful boundary setting when it comes to customized connected technologies developed on neutral platforms and partnerships with tech giants looking to expand their own reach.

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