a remote-management tool to control those experiences. We even provide the cloud components. “Our technology works to simplify operations and business logic for our clients, whether it’s a pay TV operator, broadcaster or automotive.” All of this was made possible for 3SS due to its technology being built to be agnostic across the board. “From the core of our business we have to flexible,” Dzikowski highlights. “The same goes for the automotive space. There are the needs from carmakers to build individual
entertainment experiences – ones that then allow them to take ownership as part of their vehicle and brand.” WHAT DOES THE FUTURE HOLD? Perhaps the most exciting dynamic to the world of in-car entertainment is that it is an entirely new and untapped market for the M&E trades. “There’s a reason why companies like Google are investing heavily in this space,” emphasises Dzikowski. “They understand the potential of it. It’s an interesting area for content partners to tap into, especially in the OTT space, when it comes to things like advertising and monetisation. Already Google Play, Amazon Fire TV and Tivo are being used by car manufacturers – but that’s still a small fraction of the market and its potential.” The word ‘immersive’ has been buzzing around the broadcast and AV worlds so much already this year, and this is no less for vehicles and infotainment systems.
EXTENDING DRIVING REALITY
ON THE MOVE Services like Google Play, Tivo and Amazon Fire TV are already being used by car manufacturers
Many have talked of the potential for a new world of in-car entertainment once autonomous cars become a reality and drivers turn into passengers with extra time on their hands. But why wait? The in-car entertainment experience is already ripe for reimagining. There’s plenty of scope to create more immersive experiences for passengers, which is what Holoride is now doing. Holoride’s mission is to turn vehicles into moving theme parks. By combining real-time vehicle data with XR, it offers a dynamic back-seat experience that matches every movement of the car to turn each ride into a thrill. By harnessing the data and idleness at hand to create experiences ranging from gaming to educational tours, it’s transforming tedium into time well spent.
THERE’S A REASON COMPANIES LIKE GOOGLE ARE INVESTING HEAVILY IN THIS SPACE
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