Jim Nardulli, senior vice president, automotive OEM sales, NNG, on the future of navigation and why mirroring a smartphone app in an automotive head unit is “absolutely a horrendous idea.”
In this video from Telematics Detroit 2013, Jim Nardulli, senior vice president, automotive OEM sales, NNG, tells Andrew Tolve that navigation itself “is not the story anymore.”
“The story is about connecting human beings to the who, what, when and where of their lives,” he says. “And the who, what, when and where changes based on context.”
According to Nardulli, an automotive-grade navigation solution must be context-aware – including place, use case, circumstance, time of day, day of the week – and also have the ability to learn heuristically from the driver’s past behavior.
On the subject of mirroring smartphone apps in an automotive head unit, he calls these apps “time sinks” that “derive their value in the ecosystem from grabbing your attention and holding it so that some kind of an advertisement can be shoved into your brain.”
In the car, “there is no attention, your attention is on driving,” he says. “It’s antithetical use cases between smartphone apps and what’s in the dashboard.”
But he can see a future where a connected system in the car is complemented by a companion system on the smartphone.
Finally, he calls Google’s navigation solution “quite good” for basic uses by pedestrians or casual users in the car. But he does not see Google becoming a primary supplier of navigation to the automotive.
“Are these guys really going to get into the automotive supply chain and guarantee things for 13, 14 years, guarantee that the API won’t change for 14 years?” he asks. “I don’t think so.”
Andrew Tolve is a regular contributor to TU.
For all the latest telematics trends, check out Consumer Telematics Show 2014 on Jan. 6 in Las Vegas, Telematics for Fleet Management Europe 2014 on March 12-13 in Amsterdam, The Netherlands, Content and Apps for Automotive Europe 2014 on April 8-9 in Munich, Germany, Telematics Detroit 2014 on June 4-5 in Novi, Michigan, and V2X and Auto Safety USA 2014 on July 8-9 in Novi, Michigan.
For exclusive telematics business analysis and insight, check out TU’s reports: Telematics Connectivity Strategies Report 2013, The Automotive HMI Report 2013, Insurance Telematics Report 2013 and Fleet & Asset Management Report 2012.