Welcome!

Java IoT Authors: Craig Lowell, Liz McMillan, Sematext Blog, Elizabeth White, PagerDuty Blog

Related Topics: @ThingsExpo, Java IoT, Mobile IoT, Linux Containers, @CloudExpo, @BigDataExpo

@ThingsExpo: Article

The Connected Cars War

Apple and Google duke it out for IoT mindshare and revenue

At the Geneva Motor Show Apple officially launched its new "CarPlay" product for cars, to some excitement. Apple has enlisted a number of big name auto manufacturers into the program, so you can expect to see CarPlay in your new vehicle sometime soon.

But what's new here? At first glance this is just a computer company providing its interface expertise to car companies, just like the deal between Microsoft and Ford that was announced way back at CES 2007. The list of features - entertainment, maps, messaging, voice control - looks very similar. So what's different, and why is Apple coming along seven years later?

I'm only guessing... but it seems rather obvious that it took some time for the car companies to realize that their traditional approach to in-car electronics was doomed. When in-car entertainment consisted of a combined radio and CD player, the car companies were within their comfort zone. Entertainment was just another module to be plugged in on the production line. But as soon as the dashboard started to contain software, the car companies obviously struggled. The navigation and entertainment systems hard-wired into cars were, and still are, a whole lot less functional and more klutzy than the equivalent apps available on smartphones and tablets.

The Ford arrangement with Microsoft brought in outside expertise to the design of an in-car system. But the mission was misdirected. Microsoft Sync gave us a version of Windows designed specifically for cars, and ran inside the car's dashboard computer. But what we all wanted and needed was different: we just wanted to plug in our smartphones.

With a smartphone or tablet safely cradled, a power supply, and an interface into a sound system, we have everything we need, already there in a compact and familiar Internet-connected package: stored music, online streaming, radio stations, navigation, reminders, address book, social networks... and so on. We don't need another device built into the car; we need the ability to use the device that's already part of our everyday lives. Apple realized this too, and maybe it took a while to convince the car manufacturers to face this reality. CarPlay provides that ability to plug in, and adds some usability features that, we are told, will also make it easier and safer.

Google seems to be headed in the same direction with their Open Auto Alliance, announced at CES 2014. While the press releases are a bit vague it's clear from this picture that this too is not Android built-in to the car, it's Android brought into the car in the form of a tablet that can be plugged in.

With Apple and Google aligned in concept, this has to be seen as a major shift in the car industry. Now those of us who regularly use rental cars, share cars with others, and use Zipcars can simply bring our entertainment and information with us.

Is it also, as suggested by at least one observer, the start of a "Smart Car War" to win space inside cars, with Google and Apple battling it out? Perhaps, but maybe not more than they are battling it out already. What we have here is actually a pretty simple idea, already implemented in a half-baked way by anyone who has used a smartphone for navigation, information and entertainment while driving a rental car or a borrowed car, in preference to digging out the car manual to work out how to use the moronic built-in GPS. What Apple and Google will give us is a safer and tidier way to use our own devices. The interface between the tablet and the car is also fairly simple, although not necessarily standardized. It seems to me that since smartphones are becoming more important in peoples' lives than cars, the auto manufacturers cannot afford to partition their target markets rigidly so that (for example) only iOS users can buy a BMW, and only Android users can buy an Audi. Moreover, many families contain a mix of devices and people sometimes change brands when they buy new devices. Will we have to buy a new car when we buy a new smartphone? Probably not.

The Smart Car wars are more likely to be around Apple and Google trying to maintain exclusivity, when it is clearly in the interests of the car companies to have a generic interface that can allow any device to be plugged in. Already we see that the "alliances" are not exclusive, with Honda, GM and Hyundai in both camps, Apple and Google. (Ford is also there with Apple, but is also now working with Blackberry, which seems not only to be a deliberately contrarian move, but also leaves Microsoft out in the cold in this market, for the time being.) We can assume there will be push-back from the car companies against any solution that limits their target market, or that increases costs by creating a need to provide different interfaces as options. Moving towards a single standard interface for all devices wouldn't be technically difficult, although that's no reason to be confident that it will happen soon. While we're waiting for standardization to happen, we can look on the bright side: here's another business opportunity for someone, because Amazon will sell adapters.

What both Google and Apple are hinting at though, is something even bigger than entertainment, and something that demands new capabilities and new products, not just a better way of using existing mobile devices. This is the incorporation of smart devices into autonomous car management. In discussing this, we need to keep driver and passenger features separate from car management features. Driver and passenger features - entertainment and information, essentially - are what Google and Apple are addressing in their recent announcements. But we can be sure that both companies see this as a way to get under the hood, and the ultimate aim is to deliver real built-in automotive management, which is not something you want or need on your smartphone.

Apple and Google want to create "Internet of Things" technologies for vehicles. These are technologies and features that aim to make driving safer, more fuel efficient and less stressful, such as systems that will allow cars to communicate and interact with each other and with external traffic management systems to reduce congestion and delays; systems that can sense the presence of other cars and act autonomously to avoid accidents; systems that could override driver commands in accordance with user-defined policies for safety and fuel consumption; systems that can enable cars to group into ‘platoons' or ‘road trains' which reduce accidents and cut journey times. Road trains have another advantage: the driver can kick back and watch a movie or visit Facebook or make a business call or two: the tablet will be right there on the dashboard.

In this new world of connectedness and fluid partnerships and services, the pace of business model shifts and service complexity is rising to a level unlike anything we have seen before. Monetizing the IoT opportunity requires a billing and partner settlement platform capable of supporting today's business model while easily adapting and future-proofing tomorrow's.

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of resource and service control software, now part of Extreme Networks.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.