Computer Dealer News, August 10, 2007, Vol 23 No. 11

In car computing

The next big market opportunity for the channel may be inside the car and not inside the building
8/29/2007 8:20:00 AM By: Paolo Del Nibletto

There are more automobiles than there are buildings. This is what we know for sure today about the potential market for car computing.
Given that fact, it stands to reason that automotive computing will become a market for the channel. The only question is when, and the answer depends on who you speak to.

Microsoft, at its recently concluded Worldwide Partner Conference in Denver, had a few cars on display running Windows Automotive 5.0, which has been built on the Windows CE operating system. But that was it. Company executives from CEO Steve Ballmer, COO Kevin Turner and channel chief Allison Watson did not speak one word about this new technology, but given their demonstrations, they believe there is a market today.

Windows Automotive
Windows Automotive 5.0 is a 32-bit, memory protected software platform for OEMs to build a broad range of in-vehicle technological solutions running on any type of microprocessor. Microsoft expects its channel of more than 600,000 worldwide partners to get involved in creating these high-tech car PC concepts, but it is not on the front burner. More like tucked away behind immediate opportunities with Vista, Office, unified communications, Dynamics and Forefront security.

Rick Reid, the president of Tech Data Canada, said he has been hearing about car computing for years. He refers to it at “the next big sale.”

Reid anticipates that after this current boom in security and high end storage, the automobile will be the next wave.

But while Cisco CEO John Chambers agrees with Reid that car computing will be a big market in five to seven years, he said that it will be one of many big markets.

“I think it will be the next phase of the Internet. It will be a good market and be an opportunity for many players in the industry with the right content, devices and tracking,” Chambers said.

Reid said for this futuristic market to take off it will need to have the right applications.

“If you can find an application that can be used in every single car in the world; imagine the market,” Reid said.

But what are those applications? Reid said that in-vehicle applications for mapping, GPS, destination management, consumption maintenance, and a personal system for housing contacts will be the first available.

“Some of them will have GPS or in combination with Bluetooth and your cell phone. You can be very productive in your car,” he said.

According to Microsoft, which has a devoted a subsection of its Web site to Windows Automotive 5.0 (www.microsoft.com/windowsautomotive), there are 30 pre-installed and aftermarket devices from automakers such as BMW, DaimlerChrysler, Honda, Toyota, and Volvo.

share: