User Expectations in the Digital Environment: “In-Car” vs. “Out-of-Car” - Does It Really Matter?” 2006-21-0051
Automotive OEMs and component makers have a great opportunity in creating a fulfilling user experience inside the car through telematics and other related digital interactions. However, because of this new world of opportunity, there is also new risk: how can you assure a positive experience for customers? How can you best understand what other digital interactions are important in those user's lives? What is the role of the auto OEM or components maker in relation to the digital content and assets? What about commercial content partners? The premise is that the boundaries between “in-car” and “out-of-car” matter much less than would be expected. Rather, a view to a holistic, common experience is the more important goal.