Car manufacturers know that in-car technology like navigation systems sells cars. The pace of the smartphone movement is impacting the painfully slow speed with which automotive manufacturers develop new cars and tech features. Consumers trade out their phones every 2 years, but a two year old car is still considered nearly “new” by Kelly Blue Book. So how can the auto OEMs satisfy consumers’ tastes for updated, red-hot in-vehicle infotainment (IVI) systems and add-on Apps?
Automotive software supplier Elektrobit thinks HTML5 is the answer. Coincidentally, so does RIM’s QNX division, along with Intel. QNX supplies “CAR 2″ software to several auto OEMs, and Intel is behind Tizen, an HTML5-based competitor to Android. While Samsung has endorsed Tizen for a handful of smartphones, Intel has publicly stated that Tizen is also targeting automotive IVI systems as I wrote about here.
At a webinar today (5 March 2013) hosted by Automotive World magazine, Elektrobit’s VP of Automotive Rainer Holve, argued that HTML5 is the perfect language in which to develop and deploy the fast-changing IVI HMI software. Most importantly, the car’s core “native” IVI functions should stay separate and subject to safety-critical coding practices.
By partitioning the IVI software in this manner, the two ecosystems are decoupled and can run on their own market- and OEM-driven schedules. This means that native IVI–like GPS navigation, audio, HVAC, or OBDII diagnostic information like fuel consumption–can be developed slowly and methodically on the typical 2-5+ year automobile OEM cycle.
But the faster moving, consumer smartphone inspired IVI portion, and its fast moving add-on Apps ecosystem, can move very, very quickly. This allows consumers to refresh not only the Apps, but alows the OEMs to upgrade the entire HMI experience every few years without having to replace the whole car.
While the OEMs would love for an HMI refresh to force the consumer to replace the car every two years, it’s not going to happen. HMTL5 is a reasonable alternative and they know it. According to Elektrobit, Chrysler, GM, and Jaguar/Land Rover (JLR) have already started projects with HTML5.
Besides decoupling the HMI software from the “core” HMI functions, HTML5 would allow third-party Apps developers to swiftly write and deploy applications for IVI systems. Besides Internet connectivity itself, this is the one IVI feature that consumers demand: a choice of what Apps to add whenever they so choose. And since every automobile OEM will have to certify an App for safe in-vehicle use with their particular system, HTML5 allows App developers to create one core App that can be easily modified for multiple manufacturers and their myriad (and differentiated) vehicle models. In short: HTML5 makes things easier for everyone, yet still allows a robust third-party market to flourish.
It’s important to note how this is both similar to, and differs from, the current IVI strategy of many OEMs that rely solely on the smartphone for Apps. Chevrolet, Peugeot, Renault, Toyota and v others tether the smartphone to the IVI system and “mirror” the phone’s Apps on the screen (see my blog on Mirroring). This allows the wildly robust iOS and Android App ecosystems into the car (and soon RIM/Blackberry and Windows 8 Phone), but it comes at a price.
In this scenario, the auto OEM must certify every App individually for use in their vehicle to assure safety or that critical car systems can’t be hacked or compromised. Or, the OEM can allow all Apps to run and hope for the best. One hopes a rogue App doesn’t access the CAN bus and apply the ABS or electric steering.
HTML5, on the other hand, gently forces developers to create Apps destined for IVI systems, but adds only a slight burden on them to make minor changes for each manufacturer’s certification. In this way they’re not barred from the car indiscriminately, but can develop a business of IVI apps separate from their smartphone iOS, Android and other Apps.
Will HTML5 be successful? Is it the right answer for the rabid consumer’s taste for car tech, while still giving the auto manufacturer the safety and security they’re required to offer by law? I was skeptical about Tizen until Samsung’s announcements at Mobile World Congress 2013 last month. With Tizen pushing HTML5 for “openness”, it may just gain traction in automotive, too.
Watch this space. We’ll keep you updated.