ABI Research, in the release of its Automotive Infotainment Market Research said that OEM rear-seat entertainment devices segment has yet to pick up, with expected shipments in 2014 to reach only 2.9 million units. The aftermarket devices has not grown much either, with only 3.5 million shipments expected in 2014.
According to ABI Research, the segment may see a turnaround with the rise in the adoption of the BYOD comprising tablets, smartphones, gaming devices, and other portable media players which provide a more convenient and cost effective method to access in-vehicle infotainment services compared to the expensive embedded in-car solution.
The way forward for makers in the OEM rear-seat entertainment devices, says ABI, is therefore to embrace BYODs through either an accessory such as a mount or bundling of OEM-branded devices with their new cars to add additional value. ABI shared the examples of these including the Audi-branded Android device which was designed to be more robust for in-car conditions and will be integrated into selected Audi models and table mounts such as iPad Rear Seat Integration Plus by Mercedez and iPad holder for rear-seat passengers by Jaguar and BMW.
"BYODs open up the market to new user-groups and segments, when previously rear-seat entertainment was targeted at small children. However, holding a device in ones hands could prove fatal in a car crash and therefore OEMs need to develop solutions that are both crash resistant and user-friendly.”
- Filomena Berardi, Senior Analyst, ABI Research
