Abstract
Early Stage of Market Development Necessitates Cost-effective and Innovative Automotive
Infotainment Systems
It is being observed that consumers that are accustomed to digital entertainment systems are
increasingly demanding home theater-level infotainment experience from their vehicles. Participants
of the automotive infotainment market will have to step up their research and development (R&D)
efforts and offer innovative solutions at attractive price points, if they are to generate demand.
Improving customer awareness about the options available is compelling manufacturers to incorporate
attractive feature sets with high system and architecture integration. Since most of these
technologies are new, they are likely to be expensive. Nevertheless, high hardware integration and
strategic partnerships with technology leaders could bring about technical innovations, reduce
costs, and help develop flexible and easily scalable technology platforms.
This Frost & Sullivan research service provides an in-depth analysis of the North American
automotive infotainment system markets. It examines the various industry challenges as well as the
market drivers and restraints. It also provides strategic recommendations for manufacturers to
overcome the market hurdles. The research enables companies to align their positioning strategies to
benefit from the changing markets and obtain maximum return on investment.
Demand for Greater Infotainment Value Drives Market Growth
With a rise in the average annual miles driven per vehicle, there has been a simultaneous growth
of the automotive infotainment industry, as vehicle owners and buyers are demanding greater
infotainment value from their vehicles. "The increasing popularity of home theater systems, the
Internet, and satellite television and radio is permeating all consumer demographics, creating
greater consumer awareness of infotainment systems," says the analyst of this research.
Consumers are now demanding advanced infotainment systems and solutions for their vehicles, helping
the market expand beyond high-end vehicles to other vehicle segments.
Vehicle manufacturers, in an effort to influence purchase decisions, are aggressively using
infotainment systems as vehicle differentiators and are seeing increased uptake of their products.
Aftermarket retailers and distributors are also capitalizing on this increased demand for
infotainment systems and have been deriving greater margins due to higher retail prices. These
trends are presenting rapid, organic growth opportunities for the North American automotive
infotainment system markets.
Providing Cutting-edge Features and Applications at Competitive Prices to Encourage System
Adoption
System suppliers aim to develop innovative infotainment system solutions, which, apart from being
cost competitive, provide consumers with the most pertinent application and feature-sets
incorporating advanced and effective human machine interfaces (HMIs). Since most consumers are not
familiar with the operations of such systems, they could be distracted while driving. The new class
of systems is expected to address this problem by ensuring end-user comfort and ease of use.
"Automakers and consumers seek sophisticated HMIs that demand minimal driver intervention
for greater driving safety," notes the analyst. "The development of convenient and easy
points of control, single-knob controls, touch-screen operation, voice-based HMIs, and other
measures has been aimed at improving the HMIs." Enhanced R&D activities by system
manufacturers are expected to lead to the creation of intelligent and user-friendly infotainment
systems aimed at enticing customers with their ergonomic styling, advanced human machine interfaces,
feature sets and value proposition.
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