Mobile user experience serves to the automotive industry

In modern vehicles, digital technology has become an important component and in the future it will be vital for autonomous driving, but the automotive industry needs to design a satisfying and compelling user experience, or surrender to third-party solutions. This has fueled a race to develop digital cockpits where drivers feel comfortable and can use digital apps and services simply and safely. The industry is divided between maintaining the duplication of smartphones as the main digital integration strategy or developing its own platform, which requires great efforts in software development and user experience.

Automotive Industry

The automobile industry is developing new vehicles in which digital technology has an increasing presence, and users demand that cars allow access to the digital services they use in their daily lives. This will reach its maximum expression in autonomous vehicles, in which “drivers” and passengers will be able to use the time spent traveling to use information, positioning, navigation or digital entertainment applications.

For manufacturers, it is essential to integrate digital capabilities into vehicles as organically as possible, and to make it easy for passengers to use so as not to interfere with driving. The key is an accessible digital cockpit that is well designed and focused on providing a satisfying user experience. But the experience of the industry in the field of UX is far behind others, such as mobile devices, which have been improving and polishing their user interfaces for years to adapt to the needs and preferences of people.

Canalys experts explain that digital cockpits are in-vehicle control and infotainment (IVI) systems, made up of multiple screens, based on software, advanced connectivity and capabilities such as voice control. But his research reveals that it is very important for users to be able to duplicate their smartphone in the vehicle systems, since they feel more comfortable with the way they use their devices, and they want the digital experience that begins before you pick up your car to continue without friction when entering the vehicle. This is a priority for 65% of US consumers surveyed, and 58% of Europeans

For the automotive industry and for technology providers, it is essential to improve the user experience, since digital cabins are a perfect showcase to offer their own products and services to passengers, but it is vital to design an adequate UX to generate loyalty in users and increase business opportunities .

In-vehicle smartphone mirroring technologies were launched in 2015, most notably Android Auto, Apple CarPlay and CarLife, and Canalys estimates that there are now more than 170 million cars that include this capability. By 2022 they expect 85% of new vehicles sold to have this feature, and they believe that more than 60% of cars on the road with smartphone mirroring will have been purchased by 2019.

Taking into account the average useful life of cars, they predict that in the next decade the majority of cars will work with smartphone mirroring systems. The industry is looking for solutions that will give them back control over the digital ecosystem of vehicles, but it is not clear that it will achieve it, especially since the smartphone industry is where some of the most innovative technologies are being developed and are gaining more acceptance. Between people.

For example, AI and digital assistants, which in the coming years will expand their functionalities and their integration with broader digital ecosystems, which will encompass very diverse devices and environments, both in the digital home and in other places where people interact with digital applications and services.

To better understand the feelings of drivers about the digitization of personal transport, Canaluys researchers have interviewed 2,000 people in France, Germany, the United Kingdom and the United States. His intention was to learn how they connect their mobile devices to the phone and how they use applications and digital assistants in this context. For most it is essential to be able to connect their smartphone easily and continue to use applications and consume content from their own terminals while driving.

Among the most used applications are those for playing music, podcasts or audiobooks, which start on their smartphones and want to continue listening inside their car. But when it comes to driving itself, the most important service is navigation, and the proprietary solutions integrated into the vehicles do not convince users at all. This is due to the fact that navigation from smartphones has reached a much higher level of development than that of proprietary systems, thanks to the great development efforts of forms such as Google Maps and the like, which absolutely dominate the market in terms of user volume.

In fact, only 18% of American and 26% of European drivers use integrated navigation systems. Meanwhile, 26% of Americans and 28% of Europeans reflect their mobile navigation application in the car, and the percentage will continue to increase in the coming years. Finally, 42% of US drivers and 33% of European drivers say they only use their mobile phone for navigation, as a dedicated GPS.

Automotive Industry

To address this trend and provide their vehicles with a satisfying UX for users, car manufacturers are improving smartphone mirroring tools in their new cars. But firms like Google are determined to dominate the in-vehicle infotainment market, betting heavily on their Android Automotive platform. Apple is doing the same with CarPlay, and these two companies have the necessary resources and strength to establish themselves as world leaders in digital platforms for driving, taking this part of the business from the automotive industry.

In order to regain control, the automotive industry has plans to launch more modern and competitive solutions by 2025, developing its own software platforms and operating systems, and establishing strategic partnerships that allow them to create software-defined and controlled vehicles. entirely through digital booths.

Examples of this are being seen in brands such as Ford, GM and Stellanis, whose short-term investments in software development will reach billions of dollars. Others are combining their own development with integration with established external platforms, such as those of Google or Apple.

The mood around upgrading digital systems in vehicles is somewhat tense, and experts say automotive OEMs must make choices to fit the future. Those who decide to keep smartphone mirroring as the main feature of their digital booths will manage to maintain the familiarity of their digital ecosystem for users, who will enjoy a satisfying UX. But by opting for this easy and relatively rudimentary solution, they will lose control over the direction that the digital development of the industry will take.

On the other hand, providers that are committed to developing their own platform will be able to design their own user experience, building an environment that connects the driver more with the brand and that allows them to provide their own and third-party services. Although these companies will face competition from their peers and from more established technology providers, who will also want to capitalize on the use of advanced digital services in personal transportation.

Finally, a portion of car OEMs will offer the user the choice between their own interface or a solution based on smartphone mirroring. For the researchers, this battle will last a few years and it will be the consumers who will end up deciding which solution they prefer, which may not be the best in absolute terms, but it is the most suitable for their needs.