There is something going on and people playing in the telematics field should take notice. Over the last several months, I've received about a dozen inquiries from headhunters looking for development managers, architects, and visionaries in telematics.
The firms they are searching for are not currently players in the telematics field - or not serious players at any rate.
To me, unless you have a seriously new innovation in mind, the telematics train is a crowded one with no driver. There are a lot of people clammoring to get products noticed, but few have a real differentiator.
Everyone wants to get real time information to the vehicle - but we've been doing that for over a decade now. Communications are becoming more ubiquitous, but as they do the need for real-time data telematics actually decreases.
I've been advising these companies to have some grasp of what they might want to build before creating a telematics group out of whole cloth. One of the things that I liked about
Circumnav is that Steve Wollenberg has built the company around a very tight business model. Steve's been in telematics about as long as anyone and has watched many enter the market and fail.
He understands, I believe, that this will be a transient market with a very short monetization window.
The technologies behind telematics (communication, visualization, speech recognition) are changing rapidly. With Web 2.0 on a concurrent development path and muni wifi right on their tails, in-vehicle devices will become rapidly obsolete.
This is the major challenge of telematics.
How many pieces of computer have you had as long as you've had your car?Automobiles are a long term durable good into which telematics aims to put a short term durable good. At
Infomove, they understood this and based their telematics solution on a PDA running Windows CE. That, in my mind, was the correct concept. You want something that will support maximum customization and a clear and painless upgrade path.
There are exceptions to this -- emergency or non-repeating services. On-Star wanted to be everything. It wanted to book you concert tickets and make hotel reservations. Feature bloat. On-Star's killer app is its one-touch emergency services and systems diagnostics model.
That type of system is appropriate to be hardwired to the vehicle so (a) the user doesn't screw it up and (b) it's always obvious how to use it. Cellular phone technology and GPS are fairly solid technologies. There's no need to swap them out or upgrade.
Collision avoidance and
lane drift warning systems are also highly appropriate as hard wired systems. ITS World Congress '06 featured some collision avoidance systems that, while not ready for prime time, were quite compelling. Iteris' lane drift system is in production Infinity 06 models.
It's clear that there are different strata of telematics devices and many companies don't see the division. Some spokespeople from Detroit I talked to recently lumped DVD players into their definition of telematics. I urge them to examine the tech they are putting in their vehicles and ask ... what is the lifespan of this device compared to the lifespan of the vehicle?