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Connectivity, software and services are the key elements that will define the next-generation vehicle experience. Drivers are being provided new innovative solutions that seamlessly integrate their online digital lifestyle into their vehicle environment, enabling automakers increased opportunity for brand differentiation, while giving drivers the ability to personalize their vehicles down to an individual level. This will be accomplished through “virtual accessorization” - where drivers will personalize their connected vehicle experience by choosing applications and services that best suit their individual needs. After selecting applications from an online automotive apps exchange, the apps are sent wirelessly to the car or the driver's smartphone for immediate use. The in-vehicle apps can also be configured based on who is driving, so that preferences and personal functionality moves with each driver.