As the core component of a smart car, the car machine may become the most direct target of interacting with users in the smart car scene.
From Geely Li Shufu’s rhetorical question, “Isn’t a car just four wheels and two rows of sofas?” to Lei Jun’s research conclusion that “a smart car is to put four wheels on a big mobile phone.” entered a new stage.
The era of smart cars will eventually come, no one doubts that. The historical evolution of mobile phones seems to be a sample of the future prelude to smart cars. From a tool-based mobile communication device to a platform-based entertainment and office terminal that is necessary for everyone, the mobile phone has only been used for less than 20 years (Jobs launched the original iPhone in 2007).
A new possibility is displayed in front of all car manufacturers and new car manufacturers: Will smart cars become the new traffic terminals in the new era like smart phones?
Smart car concept
By extension, the car machine, as the core component of the smart car, may become the most direct target of interacting with the user in the smart car scene.
What will the final form of the smart car machine look like? What kind of ecology will it have? How far has the industry built around smart car machines developed?
Smart car concept
To this end, 36Kr joined hands with NEXTA Innovation Lab to invite Song Hang, founder of Hummingbird Interactive, to participate in the “NEXTA Innovation Night Talk” column, telling the first-line experience of interactive scenes in the car and showing the possibility of a new scene based on entertainment content.
1. In the era of intelligence, whoever wins the car wins the world?
Smart car machines give practitioners and consumers enough room for imagination.
The first is function expansion. The car in the future will break away from the current embarrassing positioning that is limited to navigation, listening to music and playing small games. It is envisaged that the smart car machine can be deeply integrated with the vehicle hardware, from screen air conditioners, doors, seats and even light cameras, etc., to complete the transfer of functional combinations.
At present, some car companies have tried it. For example, the built-in short video app can shoot directly in the car without other equipment; another example is the car KTV and car games that have gradually become mainstream. This is only a part of the human-car interaction that has been realized, but as an independent scene of the cockpit and driving itinerary, it has more possibilities.
The second is commercial realization. Before Musk called for an app store, most of the autonomous car companies already had their own app stores. This is obviously a business model that is in the same line on the PC and mobile ends, and the specific practices are completely different. Car companies and new car manufacturers are particularly optimistic about this: after all, the profit margin of software is much higher than that of hardware.
User data again. The data between car companies and users is naturally physically blocked, but user behavior data in the smart car environment is of great significance to car companies. In-depth analysis of car usage habits, targeted upgrades and innovations… Car companies that are the first to enter the era of smart car machines and attach importance to user data will naturally increase their competitiveness. It should be noted that this determines that most car companies will conduct independent research and development, after all, no one wants to make wedding dresses for others.
Finally, the Internet of Everything. The opportunity of smart car is a key node connecting people’s daily life. Huawei has proposed a very representative interconnection model: 1+8+N, 1 is a mobile phone, 8 is a smart terminal such as a smart car, and N is more smart devices. Considering the particularity and rigid demand of automobiles, the blueprint of the life link from mobile terminals represented by mobile phones to driving scenes and home scenes has been drawn. Apple, Xiaomi and other new car-building forces with smart home capabilities have caused heat. It is the last piece of the puzzle that may complement the Internet of Everything in smart cars and machines.
However, the overall performance of the industry is still in its infancy. In the public perception, the existing smart car machine is limited by the computing power of the chip, and it is more to undertake the use of mobile phones in the car, such as navigation, music, telephone and other functions, and the positioning is more like a car mobile phone or is a cell phone mapper.
It should be pointed out that, just like the spiral development of computers, mobile phones and other equipment from low to high, the development trend of smart car machines also has this characteristic.
From a hardware point of view, chip development has begun to speed up. Since the first 7mm cockpit SOC chip Snapdragon SA8155P was born last year (with a computing power of 8TOPS), it is barely equal to the Qualcomm Snapdragon 855+, the flagship mobile phone processor in 2019, and it has been dozens of times now. develop.
After the infrastructure was almost completed, the public suddenly discovered that when mobile phones occupy all the fragmented time, smart large screens, computer terminals, and game consoles occupy the home scene. The cockpit and the drive are officially discovered as a new scene and a new time period.
2. The in-vehicle intelligent ecology is still in its infancy
Musk recently stated, “Whether in the automotive industry or in the manufacturing industry, Tesla is both a software company and a hardware company. This is not widely understood.”
In fact, this point has already begun to appear in the charging of high-end functional software such as assisted driving functions, fully automatic driving functions, and acceleration performance improvements on Tesla. The future of smart cars should be a collection of hardware and software. This is nothing more than Tesla announced that it is developing its own software application store.
Of course, this is just a slogan. At present, most of the application ecological stores developed by car companies are still in their infancy, and there are no mature ecological cases, which are closer to the channel construction stage. The analogy to mobile phones is in the pre-App stage just entering the era of smartphones.
Taking games as an example, according to Song Hang, the current state of domestic car games is roughly divided into two categories: savage transplants from original platforms such as PC, mobile, and console, or customized development based on car body performance and needs. The price of the former savage transplant is that there is only screen adaptation, and there is no effective inheritance of gameplay and content; the latter is limited by many factors such as computing power and manipulation, and most of them are in an embarrassing situation.
Based on his own business and market observations, Song Hang believes that there may be three directions for the future in-vehicle intelligent ecology.
First, the integrated platform (app store). There is no doubt about this in terms of commercial profits. As an excellent case of the integration of software and hardware, Apple has also confirmed the imagination space of the in-vehicle application store. From entertainment to office, from travel to interoperability, the application store must be an indispensable platform in the process of the evolution of the whole ecological scene to make smart cars truly become the future terminals.
But doing so is no easy task. The development cost of the application store is extremely high, and the adaptation difficulty and time cost of each application are extremely long. Even a single category of games is not fully formed. Take Hummingbird Interactive’s self-built game platform as an example, it needs to adapt not only the chip computing power, but also the resolution caused by the different systems of different car companies, hardware functions and screen shapes. And so on, the final choice of the product with the greatest compatibility will not maximize the function of the car itself.
Second, digital human (intelligent assistant). After the rise of the concept of AI voice assistant, car companies began to try similar in-vehicle intelligent assistants in 2016, which can interact with basic functions. In the latest digital human-related projects undertaken by Hummingbird Interactive, a new possibility has been found: the car company’s mascot IP and voice assistant will be upgraded into the accompanying digital human image, which will become a personalization of the accompanying vehicle, and carry more Multiple interactive functions. Even some voices in the industry pointed out that the image of the digital human in the car will serve as the image carrier and personality mapping for the car owner to enter the digital world such as the Metaverse.
Third, multi-terminal interactive products. Under the blueprint of the Internet of Everything, smart car machines have become part of smart life. Except for some specific functional products, universal car products also need to have the desired multi-terminal interaction capabilities, rather than being separated into a single scene in the car. Data interoperability in games, cloud collaboration in office, multi-terminal adaptation of audio and video… all put forward new requirements for products. Starting from the game, Hummingbird Interactive provides a solution with practical possibilities: a party-based collaborative game that allows multiple terminals such as the co-pilot, rear-seat display screen and mobile phone to participate collaboratively.
3. ADiGo World, a feasibility sample of the cockpit content ecology
The product ecology in smart cars is undoubtedly complicated, but entertainment content will definitely be the top priority. Sony also saw this and announced that it would join the car-making force. The current CEO Kenichiro Yoshida once described the future as follows: cars are evolving into smart mobile theaters, smart music listening devices, and smart mobile spaces.
In the domestic game field, the content ecology already has some feasible samples. For example, Hummingbird Interactive customized an ADiGo World for GAC in 2019. The direction and feedback of its several iterations are reflecting the industry direction of the possibility.
The 1.0 version of ADiGo World is essentially a casual hang-up game. The mileage makes the island evolve into a planet, the number of charges becomes the vegetation and green energy, the driving habits cause the difference in the surface morphology of the planet, and the real-time weather is matched according to the region… This makes the planet developed by the driving behavior of the vehicle into a car owner’s personal label . In a car with the same system, planetary visits can be performed to complete social behaviors with information such as region, driving habits, and mileage.
In Song Hang’s view, the vehicle, as an individual, is an information island in the driving scene. Because of loneliness, they have a considerable sense of identity and social needs, which is evidenced by the high stickiness of rider groups and traffic FMs. Casual development games that are recognizable without affecting actual driving behavior are currently one of the most suitable types of car games.
The iteration of version 2.0 is guided by light investment and multi-terminal linkage, and the connection between mobile phones and car machines has been initially completed. Based on their own planet and social behavior, users can play a lightweight RPG copy on the mobile phone, link the in-vehicle application and the mobile application, so that the fun of driving extends beyond the scene, and shows the interconnection on the entertainment content side from the practical level. Intercommunication.
Version 3.0 is moving in the direction of sandbox evolution. Previously limited by computing power, the overall style of ADiGo World is low-detail Low Poly (polygon), mostly from a macro perspective. The advancement of computing power has brought the detailed and personalized sandbox world into reality, and by linking more data of in-vehicle functions, the in-vehicle world can be made more real and interesting.
As for the future version 4.0, in the preset of Hummingbird Interactive, it will be presented in the cockpit environment of the car owner in the form of VR and the form of the Metaverse, and the car-machine system is the entrance-every step of driving based on reality Actions will become an irreversible source of performance in the digital space. Different car owners, as co-creators, connect small worlds and small planets into a real ADiGo World.
The hummingbird interaction behind ADiGO WORLD is actually one of the top players in the domestic cockpit entertainment content sector. As a content customization company with fifteen years of game development genes, Hummingbird Interactive has been deeply engaged in the expansion and application of the combination of entertainment technology and car cockpit.
In addition to GAC’s ADiGO WORLD, Hummingbird Interactive also has different types of game cases such as Mercedes-Benz’s AR puzzle solving, BYD’s car-machine cloud data pet development, and Dongfeng Nissan’s multi-device integration pre-installation driving game. In addition, Hummingbird Interactive is also exploring content modes outside the game. For example, BMW’s VR personalized car purchasing system, Audi’s new concept car AI: ME intelligent cockpit VR display and so on.
“The era of real smart cars will come after automatic driving is truly implemented for civilian use.” Song Hang believes that the latest possible time point will be at least after 2025.
According to Guosen Securities, the demand for computing power for high-end autonomous driving is increasing exponentially. L2 level autonomous driving requires >10TOPS computing power, L3 level requires 100~200TOPS computing power, L4 level requires 400~600TOPS computing power, and L5 level requires at least >3000TOPS computing power. At present, some models have achieved L4-level autonomous driving. According to Moore’s Law, mass-produced chips that can carry L5-level autonomous driving are not far away.
In Song Hang’s view, the smart car machine in the autonomous driving scene has the possibility of more office, entertainment and other scenarios, and will truly become the dividing line between the driving journey in the physical world and the activity journey in the digital world.
In addition, in multi-terminal linkage scenarios, smart car machines will also be the entrance to the next generation of traffic. From the perspective of space attributes, almost everyone’s office, transportation, and home are the unified living path. They are nothing more than the separation of office space, mobile space and living space. The cockpit is obviously the main force of the mobile space. From the perspective of flow value, Different from mobile terminals such as mobile phones, the scene of the car itself is more closed, and the driving journey is more independent. Compared with the fragmented time occupied by mobile phones, the time and attention in the cockpit will be more concentrated.
Whether it is from inside the car to the outside of the car, or from outside the car to the inside of the car, the cockpit, as a fixed scene, may be destined to become the linkage contact between different terminals.
NEXTA Innovation Lab is an organization established by Ant Group to promote and practice imagination and dynamic innovation. “NEXTA Innovation Night Talk” is its lecture column, which aims to bring innovative partners, global innovation practitioners, and innovative thinkers Conduct dialogues and exchanges, constantly broaden horizons, trigger thinking, discuss collisions, and inspire inspiration.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/nexta-innovation-night-talk-overlapping-of-metaverse-and-new-energy-trends-is-car-opportunity-the-traffic-entrance-of-the-new-era/ Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.