Looking for a Watershed Moment? Here Comes the Open Automotive Alliance

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1Q 2014 | IN-1018242


A Fitting Announcement at CES 2014


At CES 2014, the Open Automotive Alliance (OAA) was announced as an initiative that will bring the Android/Google platform to cars by the end of 2014, which will foster Android/Google mobile device and ecosystem in-car integration. New features facilitating the deployment of Android/Google as an embedded vehicle OS were also discretely presented, though details are still scarce. Audi, GM, Honda, and Hyundai are the first car OEMs to join the OAA. Other members include NVIDIA.

Initial car OEM interest appears to be for non-luxury and smaller brands, with Audi being the exception. Premium car OEMs such as BMW, which are eager to build their own branded, customized, connected car platforms, are notably absent. The question is: how long will they be able to resist the unstoppable march forward of Android/Google, which mobilizes the bulk of all handset vendors, mobile application developers, and other mobile ecosystem players, w...

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