BMW Audi AG
and Daimler will pay about $3.1 billion for Nokia’s mapping assets; see http://www.wsj.com/articles/bmw-daimler-audi-agree-to-buy-nokias-here-maps-business-1438580698. While press accounts emphasize mapping as a
necessary component for self-driving cars, I see a more immediate goal:
creating new revenue streams.
In-car
mapping converts the now common video screen into an ever changing
billboard.
Well before
consumers have “autonomous driving” options, the dashboard screen will convert position
determination and mapping into location-specific advertising. These ads will
provide new revenue streams for car manufacturers who can take a page out of
Google’s playbook.
In addition
to non-revenue services, such as calculating alternative routes to avoid
congestion, in-car mapping can link captive consumers keen on finding immediate
commercial opportunities like finding the closest gas stations and battery chargers.
Car
manufacturers see the need to diversify and move outside their comfort zone. On
many prior occasions, they haven’t fared well, or sold prematurely as occurred
when GM spun off Hughes/DirecTV.
Drivers
need to keep their eyes on the road and so do car manufacturers.
