At IBC 2022, 3SS showcased its in-car entertainment system (based on the Android Automotive Operating System) for the first time. The company’s 3Ready automotive experience enables operators and carmakers to bring entertainment to any in-car infotainment system, allowing them to adjust the content and curate all content including third-party apps. Kai-Christian Borchers, Managing Director at 3SS, believes vehicles will become a “second living room space” as autonomous driving improves.
Speaking broadly about the trajectory of in-car entertainment, he said: “The new entertainment system of cars in the future is all about delivering a superior user experience. It’s all about presenting the right content for the end-user across all silos.
“Users don’t want to dig into Netflix or Prime Video and search each service for a particular movie and say ‘oh, it’s not there. I need to look somewhere else.’ That’s why unified search and unified navigation important – that’s something our entertainment system has.”
He elaborated that 3SS’ unified navigation includes original content from the operator but also content from third-party services such as Netflix and Prime Video, and online video platforms like YouTube.
He also emphasised that the in-vehicle environment for entertainment will allow operators to target users with different content across different screens. He cites the example of children’s content being targeted towards the screens in the back of the car. He also notes the possibility of targeting content based on the length of driver’s journey.
Borchers elaborated: “The content you’re going to want to watch might depend on the situation. If you have a long journey, then maybe passengers will want to watch different episodes of a series or a movie. Or if the journey is 15 minutes long, they might just watch some news or consume YouTube short form content. So it’s all it’s all different.”
He emphasised that the car industry is still experiencing a significant shift when it comes to entertainment, and while automotive manufacturers so far have focused on delivering an audio system, when autonomous driving improves, he anticipates a turn towards a full entertainment system. Currently, only Tesla has a in-vehicle entertainment system, according to Borchers.
3Ready enables manage and configure the experience of all in-car displays without software update. 3SS has two projects with car manufacturers to date.
