July 20, 2016

Driving the value of content in the connected car

Linius enables car companies to become the new distribution gateway for agile content

What the market is worth:

By 2020, we expect the connectivity-related revenue share to increase moderately to approximately seven percent of the European premium car segment. This should drive a global market size of EUR 170 billion to EUR 180 billion for car connectivity by 2020.

Car connectivity refers to the set of functions and capabilities that digitally link automobiles to drivers, services, and other automobiles. The various features serve to optimise vehicle operation and maintenance as well as driver comfort and convenience.

Ideally, in-car content and services include seamless delivery of various content forms at any time. Today, this mostly comprises navigation systems, smartphone integration and entertainment, however the functionality is expected to advance over the next few years.

For example, Bluetooth connectivity currently enables easier in-car voice conversations via smartphone. In the near future, smartphone apps will be more fully integrated, allowing, for example, for drivers to have the day’s scheduled events in their smartphone calendars displayed on the windshield.

Cars will also link user data such as calendar entries with other relevant information. For example, navigation systems will be able to automatically set a destination based on the address associated with the next appointment in the driver’s calendar. Moreover, navigation systems that currently provide basic routing will likely predict traffic soon.

Further down the road, navigation systems will be projecting onto the windshield, visible to the driver while they are driving, eliminating the need to look away from the road.

The Virtual Broadcast Network

Imagine if car manufacturers used the connectivity to their cars to become broadcast networks (in the same vein as NBC or ABC), or broadcast gateways that deliver media to a car.

Using Linius, car manufacturers would not need to store content. They would only be the tollbooth that hosts the virtual content that is accessed into the connected car.

Virtual content is seen and updated as a content selection in-car. And while it may be provided through platforms such as Spotify and Appellate, content is in fact presented virtually by the car companies’ gateway.

This provides a network and process which all media platforms and media services must go through in order to access drivers and passengers.

From the perspective of traditional broadcasters (the aforementioned NBC or ABC), to advertise on these networks means a payment to the broadcast network.

Linius enables the connected car companies to become virtual broadcast networks without having to store, process, or encrypt content.

Personalised in-car content

Imagine, as a passenger, I want to see last night’s game. The car navigation system tells me I have 17 minutes to get home.

My favourite team is the New England Patriots. I have three favourite players and I’m interested in the game highlights (touchdowns, penalties, incidents etc).

Using these inputs, machine-to-machine editing happens using Linius and a piece of content suiting my needs is built on the fly and delivered to me, to suit not only my tastes, but to suit my trip time.

This is possible using Linius and metadata relating to event structure in the scene of content.

In this use case, as with others, Linius could amplify the value of the world’s biggest metadata companies by making their metadata more valuable.


Jodi Cutler
Head of Media Marketing Linius
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