Embedded navigation shipments will receive a much-needed boost with a CAGR of 31.6% between 2016 and 2020 as more and more consumer vehicles are sold with some form of embedded connectivity or smartphone integration systems.
Connected systems offer the consumer greater functionality relative to their older, unconnected counterparts, which suffered from outdated maps and user interfaces which were quickly rendered irrelevant whenever new iterations of parallel consumer devices were introduced. As well as keeping embedded navigation systems up-to-date and fit for purpose throughout the lifetime of the vehicle, connectivity with cloud services will augment existing traffic, routing, and ETA services as well as deliver an altogether more personalized navigation experience.
“There has been some question as to whether growth in embedded navigation systems could persist, especially in light of their high cost relative to mobile solutions,” comments James Hodgson, Research Analyst. “Thus, there is now a consensus among OEMs and their suppliers that embedded navigation should deliver an experience which is consistent with the remainder of the end user’s ‘digital life’, but still safe and appropriate in the automotive environment.”
The increasing connectivity will not translate into a transition towards off-board navigation systems, with growth in on-board systems expected to outstrip that of off-board systems. “This can be attributed to a growing consumer sentiment that systems associated with US$1000-plus price tags should deliver an acceptable level of functionality irrespective of current connectivity,” Hodgson explains.
Principal suppliers of IVI hardware such as Bosch, Continental, Visteon, Harman, Alpine, Mitsubishi, and Denso work with mapping and LBS suppliers such as HERE, TomTom, TCS, and TeleNav to provide embedded navigation systems to a variety of OEMs.
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