Native In-Car Experience: What Is the Real Value For the Customer Experience?

"Some people say, give the customers what they want. But that's not my approach. Our job is to figure out what they're going to want before they do." — Steve Jobs

Investing in native in-car experiences is exactly that bet. For OEMs, it is a key decision for the future of their products and brand experience. As software-defined vehicles become the norm, this fireside chat argues the question is no longer whether in-car experiences matter, but who builds them, and how.

• Why is gaming emerging as a serious in-car use case, and what makes the vehicle a uniquely compelling environment for it?
• What do OEMs stand to gain from investing in native over relying on platforms like Google?
• What can the Chinese automotive market teach OEMs about differentiation, and where are Western markets heading?
• When autonomous vehicles go mainstream, what will define the experience of a car brand if not the drive itself?

Akash Polakampalli, Sr. Product Manager at Volkswagen Group of America, brings the OEM perspective, while Anthony Cliquot, CEO of N-Dream, represents the new generation of in-car experience makers working with OEMs and Tier-1s to redefine what consumers do in their car.