The combination of computers and electronics has transformed our home and work environments, but in the automobile the application of this powerful technology combination is still evolving. The race is on to develop in-vehicle computing systems that provide safety and control systems needed to operate the vehicle as well as Infotainment, Edutainment, Entertainment (Infotronic) Systems and mobile e-commerce services in a safe and responsible manner.
The major challenge that the automakers facing is the knowledge gap regarding customer behavior and new technologies. Automakers have the knowledge about future car models and their market segments, but what is lacking is in-depth knowledge about how the customer's behavior towards new in-car technologies will develop over time. One solution is the evaluation of basic human needs in order to bridge this gap. This method can then be used to forecast customer demand for technology – or more specifically, development of Internet-based Infotronic products and services.
On the other hand the challenges lies in creating the technology platform that defeats the lifecycle dilemma and is capable of delivering the needs of the market in a most flexible way. Vehicles are designed many years before they come out on the market, meanwhile we go through several lifecycles in the technology sector, e.g. take a look at mobile phones. The creation of a powerful platform for Telematics and Infotronic systems that is independent from the lifecycle of a specific proprietary technology can only be achieved by using open standards, open systems and non-proprietary technologies.