Today's teen, driving tomorrow's in-car technology - Brief Article

Automotive Industries, July, 2002

The Net Generation

In the world of technology, families are experiencing major role reversals as teenagers become the educators while parents are somewhat reluctant students. Instead of learning new technology at 30, 40 and 50 years old, tech savvy teens and pre-teens have been raised with it and are the prime candidates for early adoption of in-car technology. Seventeen-year-old Alicia is no different. If she's not on the phone with her friends, she's in her bedroom on Instant Messenger or surfing the Web for her favorite music or help with school projects. The following scenario examines a typical day in Alicia's life with Microsoft's future in-car experience:

1. Alicia sits home doing homework to music on her PC.

Chris calls from car: "We're going to Jessica's house."

Alcia: "Cool I'D catch up with you."

2. Alicia goes to the family car.

Once she gets inside the car, her music continues right where it left off.

Car announces and displays a caller, her friend Kevin.

Alicia to car: "Answer."

Kevin: "Hey, I heard you were going to Jessica's. Can I catch a ride? I'm at Gossles (a location unfamiliar to Alicia). Do you see me?"

Alicia: "Yes."

3. Her car has located him . via geo-tracking.

Alicia chooses: 'Go to Kevin.'

The car routes to him and she picks up Kevin at Gossles.

Alicia: "Call Chris."

Car: "Dialing Chris in car."

They talk. Alicia chooses 'Follow Chris.'

4. Car routes to intercept Chris.

Kevin: "Check this out."

Kevin inserts DVD disc.

Car: "What would you like to play, genre, artist, or album?"

Kevin: "Artist."

Car: "Which artist?"

Kevin: "Dirge."

Music plays and Alicia really likes it. They listen and talk.

5. After staying at Jessica's for a while, Chris suggests heading to the mall.

Chris: "You coming?"

Alicia's car signals it's at Alicia's parental boundary.

Alicia: "I can't -- gotta head back."

Alicia starts driving Kevin back to his house.

6. Alicia to Kevin: "I have to show you a new place I found with a great view."

Car: "You are within three miles of the Freesteyle Store (one of Alicia's favorite brands). Do you want to go?"

Alicia: "No."

Alicia chooses "Do not disturb." The car goes offline from notifications. They stop at her favorite view of the valley.

7. Alicia drops Kevin off at home.

Kevin gets on the Web and buys latest Dirge album for Alicia.

Alicia, driving home, stops for gas at e-service station; the car signals a music gift waiting for her.

Car: "Message from Kevin: 'From me to you."''"

Alicia accepts download; e-pays for gas; drives off listening, smiling.

8. Alicia represents the first generation to have been raised with the Internet and today's fast-paced technologies. These drivers will not only embrace technology in the car, they will demand it. Because of Microsoft's automotive vision, automakers will be able to concentrate on brand differentiation, new revenue streams and direct customer relationship management.