Light Reading

Apple CarPlay Puts Siri in the Driver's Seat

Sarah Thomas
3/3/2014
50%
50%

Apple is staking its claim in the connected vehicle market with CarPlay, an operating system update for iPhone users designed to enable better in-car interaction -- with help from Siri, too.

Apple Inc. (Nasdaq: AAPL) announced CarPlay, its rebranded "iOS in the Car" platform, at the Geneva auto show Monday, along with an impressive line up of partners. Ferrari, Mercedes-Benz, and Volvo are showing off CarPlay in their vehicles this week, but the iPhone maker has also brokered commitments from a slew of carmakers, including BMW Group, Ford, General Motors, Honda, Hyundai Motor Company, Jaguar Land Rover, Kia Motors, Mitsubishi Motors, Nissan Motor Company, PSA Peugeot Citroën, Subaru, Suzuki, and Toyota Motor Corp.

CarPlay integrates an iPhone with a car's native communications interface and enables drivers to make calls, access maps, listen to music, or see messages from the dashboard, all hands-free via a Siri-powered push-and-hold voice control button on the steering wheel.

CarPlay comes in the form of an update to iOS 7 and will be available in select cars this year. It will only work with the iPhone 5s, iPhone 5c, and iPhone 5 at launch.

MWC: The Car Show?
Connected car demos, from new Corvettes to old school buses, were among the most popular at Mobile World Congress -- and not just in the GSMA's Connected City pavilion.
Connected car demos, from new Corvettes to old school buses, were among the most popular at Mobile World Congress -- and not just in the GSMA's Connected City pavilion.

Why this matters
If this year's Mobile World Congress taught us anything, it's that connected cars are the hottest segment in machine-to-machine (M2M) telemetry and carmakers are the most sought-after partners for the communications market's players. There wasn't a hall that didn't feature at least one connected vehicle, and it was one topic all the mobile execs were eager to talk about. (See GSMA Unveils Connected City Details.)

That's because the wireless operators are vying to provide LTE connectivity to cars, and many would certainly like to partner with Apple on the experience. CarPlay works over the phone's cellular connection, but that could end up being a less than stellar experience in motion. However, Bluetooth and WiFi are among the other technologies competing with cellular to be the access network of choice.

The connected car space has a lot of issues still to be worked out, such as how to make money on in-car services and achieve the balance between value-added services and distracted driving, but Apple's commitment to the connected car will likely make the space even more attractive for its iPhone operator partners. (See Finding the Value in Transportation Telematics.)

Related posts

— Sarah Reedy, Senior Editor, Light Reading

(27)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Page 1 / 3   >   >>
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/18/2014 | 7:57:40 PM
Re: iOS 7.1
I wouldn't be surprised. It seems like a mutually beneficial agreement. More for Nuance since they'd be getting a nice fat check behind the scenes while Apple provides them with the biggest beta program ever, at least for the RTM codebase.
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/18/2014 | 6:45:28 PM
Re: iOS 7.1
It is widely believed that Apple uses Nuance technology. I don't know that it has ever been confirmed.
SachinEE
50%
50%
SachinEE,
User Rank: Light Sabre
3/6/2014 | 1:12:18 PM
Re : Apple CarPlay Puts Siri in the Driver's Seat
@ brookseven, that's a great lesson for new learners. My father taught something exactly like this when I used to drive with him. He said that always consider that everyone else on the road doesn't know how to drive at all and you are on a mission to save yourself. So try to save you by doing everything right and being ever vigilant of others on the road.
SachinEE
50%
50%
SachinEE,
User Rank: Light Sabre
3/6/2014 | 1:11:38 PM
Re : Apple CarPlay Puts Siri in the Driver's Seat
@ Phil_Britt, handsfree is certainly not the answer. Few people do the calling while driving with phone in their hand to the ear. Most of the people already use handsfree for calling during driving. Problem is not with engaging with the phone, but with the distraction that talking to someone causes. Amount of distraction will definitely increase as keep adding such features to cars, but there are already many distractions that this might not create the buzz as many people are expecting.
mhhf1ve
50%
50%
mhhf1ve,
User Rank: Light Sabre
3/5/2014 | 4:23:19 PM
Re: iOS 7.1
I thought Siri was powered by Nuance technology (I might be wrong about that now), so Apple might not have entire control over how its voice recognition capabilities work. It's a bit strange for Apple to outsource a function like that, but voice recognition isn't that easy to do. (Google created its own voice recognition algorithms and jumpstarted its own database of voice samples by providing 1-800-GOOG-411 a few years ago.) 

Voice recognition is hard to do -- especially if you want it to handle general commands, and not a limited scope of operations like "turn up/down the volume" or "what's the weather/traffic like?" -- Apple is pretty good about limiting the functionality of its devices to improve the user experience, so I'd be surprised if they fell into the trap of expanding Siri's abilities at the risk of making the UI less user friendly.
Susan Fourtané
50%
50%
Susan Fourtané,
User Rank: Blogger
3/5/2014 | 12:38:32 AM
Re: relax, it's just software
Ariella, 

Good idea! :D But maybe having only one talking. 

-Susan
Susan Fourtané
50%
50%
Susan Fourtané,
User Rank: Blogger
3/5/2014 | 12:32:26 AM
Re: relax, it's just software
futurephil, 

You just wait. Soon Siri is going to be integrated to everything in your life. 

-Susan
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/4/2014 | 11:45:46 PM
iOS 7.1
So now the car is a phone accessory, like a bluetooth headset or a case.

iOS 7 is reportedly due "any day now."

I wonder whether the Google Maps app will work with the car OS?

Apple needs to broaden Siri so that you can do anything with Siri that you can do by touching the screen or typing. The voice recognition is the hard part, and Apple already does a pretty good job with that. 
mhhf1ve
50%
50%
mhhf1ve,
User Rank: Light Sabre
3/4/2014 | 7:15:35 PM
Will this spur Google to encourage more Android-based car dashboards?
Apple presumably is a "high-touch" partner to work with for an automaker. That's good if Apple lends its design expertise to make Carplay a user-friendly experience, but not so good if Apple also insists on automakers creating specific hardware and following strict design guidelines that don't allow automakers to create distinctive/unique dashboards.

Android-based "car radios" have already hit the market, but will Google try harder to get Android-based systems installed as OEM devices?  Do you want your Chevy giving you directions and then displaying an ad on your dashboard?

Google's Android platform hasn't held device makers to too many strict guidelines for their hardware, so in that sense, Android might be a more attractive option for automakers who want more control over the look and feel of their interiors. Android could also be a less expensive alternative to iOS..?
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/4/2014 | 10:49:13 AM
Re: is the industry prepared for the inevitable backlash?
@brookseven too true! That's the thing: even if you're doing everything right, you can rely on others to yield the right of way as expected or even to come to a full stop at a stop sign. And then there are those who regard even red lights as mere suggestions, the same way they regard speed limits.
Page 1 / 3   >   >>
Flash Poll
From The Founder
Networks of the future will rely on "white box" switches and servers rather than proprietary hardware and that's going to alter the shape of the communications industry. Who says so? John Chambers.
LRTV Huawei Video Resource Center
Huawei Intros Smart Device for eLTE

3|30|15   |   05:25   |   (0) comments


Huawei has developed a secure, location-aware multimedia smartphone for its eLTE trunked radio solution, says Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
Win Video, Win All

3|30|15   |   06:44   |   (0) comments


Video is going to be the next main source of revenue for operators. Operators have big opportunities and advantages to monetize video services. Globally, Huawei has helped more than 70 operators achieve over 30 million video subscribers. Watch this video for more.
LRTV Custom TV
The Benefits of HyperScale Clouds for NFV

3|27|15   |   01:50   |   (0) comments


Hyperscale cloud has been developed by the Internet giants to support the creation and delivery of software-based services at blistering speeds, and at the lowest possible cost. The original ETSI NFV vision was to adopt hyperscale cloud architecture and practices. This vision has become somewhat obscured along the way, due to misunderstandings about the hyperscale ...
LRTV Huawei Video Resource Center
eLTE Rapid Meets the Need for Speed

3|26|15   |   4:45   |   (0) comments


Designed especially for emergency and dedicated ad hoc local mobile communications coverage, Huawei's eLTE Rapid solution can deliver trunked voice, video and data coverage for multiple users over a 6km range and be set up in just 15 minutes, explains Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
On Videos: Challenges & Opportunities

3|26|15   |   5:56   |   (0) comments


Most everything is now connected. And along with 4K and 4G technologies, everyone could be creating and broadcasting video contents. Users are expecting better video experience with any screen, anywhere and anytime. Operators will meet new challenges, but also see some big opportunities.
LRTV Custom TV
JDSU: Delivering Dynamic Networks for a Personalized Experience

3|26|15   |   5:59   |   (0) comments


Light Reading speaks to JDSU at Mobile World Congress 2015 about new solutions in the areas of HetNets, VoLTE, backhaul, virtualization, big data analytics, and real-time intelligence.
LRTV Custom TV
Smarter Service Chaining & New Ways to Benefit From Qosmos Technology

3|25|15   |   03:11   |   (0) comments


David Le Goff, director of strategic and product marketing at Qosmos, explains how the company has added application awareness to subscriber information to make service chaining more efficient and reduce costs for networking and infrastructure. In addition, Qosmos technology, which has been delivered as C libraries, is now also available as a virtual machine, ...
Between the CEOs
Qosmos CEO: The Changing Face of DPI

3|24|15   |   13:53   |   (0) comments


LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures. Also, how the comms market is becoming more like the automotive industry.
LRTV Huawei Video Resource Center
FC Schalke Scores With Its Agile Stadium

3|24|15   |   6:23   |   (0) comments


Top German soccer club FC Schalke 04 has deployed a new, agile WiFi network from Huawei in its Veltins-Arena stadium and is reaping the benefits in terms of customer satisfaction and business opportunities, explains marketing chief Alexander Jobst.
LRTV Huawei Video Resource Center
Huawei’s Insights on Mobile Video

3|24|15   |   7:51   |   (0) comments


More people than ever are now watching videos on smartphones. Seventy percent of mobile traffic will be video traffic until 2018. In this video, Huawei's exports give their insights on mobile video in terms of business model, network planning and 4G network construction.
LRTV Documentaries
The Rise of Industry 4.0

3|24|15   |   02:26   |   (9) comments


Are you ready for the fourth industrial revolution? It's a big deal for influential operators such as Deutsche Telekom.
LRTV Huawei Video Resource Center
Getting Connected With eLTE

3|23|15   |   06:04   |   (0) comments


Trunked radio communications have entered the 4G LTE world, and with Huawei's eLTE solution, can now deliver a full range of data and video services as well as push-to-talk voice, explains Huawei's Norman Frisch.
Upcoming Live Events
April 14, 2015, The Westin Times Square, New York City, NY
May 5, 2015, Hyatt McCormick Place, Chicago, IL
May 6, 2015, Georgia World Congress, Atlanta, GA
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
All Upcoming Live Events
Hot Topics
AT&T Woos SMBs With Small-Scale WiFi
Sarah Thomas, Editorial Operations Director, 3/26/2015
Just Don't Say IBM Is 'Relaunching' Networking Business
Mitch Wagner, West Coast Bureau Chief, Light Reading, 3/26/2015
TV Everywhere Nears Mainstream Adoption
Mari Silbey, Independent Technology Editor, 3/27/2015
Carriers Are Bright Spot in BlackBerry Q4
Sarah Thomas, Editorial Operations Director, 3/27/2015
Comcast Says TWC Deal Will Close Later
Mari Silbey, Independent Technology Editor, 3/26/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures.
Chattanooga’s EPB publicly owned utility comms company has become a poster child for how to enable a local economy using next-gen networking technology. Steve Saunders, Founder of Light Reading, sits down with Harold DePriest, president and CEO of EPB, to learn how EPB is bringing big time tech to small town America.