The shift to software-defined vehicles is well underway – and data is at the heart of everything

Connected car
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2024-25 will be a pivotal period in the shift towards software-defined vehicles, says Cubic Telecom’s Punitha Sinnapan. In this Automotive News Europe podcast, our VP of Automotive Design and Innovation discussed major trends in telematics and the megatrend towards a world where every vehicle is connected.

In her conversation with Doug Bolduc, Punitha discussed the additional layers that automakers and OEMs will build on top of connectivity, as they transition into digital services. “In addition to the premium mobile services they’d like to enable for consumers, automakers will be focused on areas like digital upgrades, vehicle capability upgrades and how to manage vehicle lifecycle and sustainability issues as well,” she said.

From the consumer perspective, Sinnapan says that keeping up with new services, such as rich content and infotainment experiences, including streaming, will also be a key focus for automakers.


It’s all about the data

Sinnapan says that data – and how automakers can extract, manage and build insights from it – sits at the heart of these major trends. “Once the vehicle is connected, there is just so much data being generated, and that’s a challenge for manufacturers. How they transfer this to partners as well as back-end systems, how they can maximise and monetize this data to enable new opportunities – these are all areas Cubic’s customers are asking us to help them with.”

Sinnapan goes on to explain how Cubic is helping OEMs overcome the barriers created by legacy technology, developing flexible, customisable solutions to work with existing systems and workflows. “For many OEMs, working with large MNOs to achieve this is too complex, because those systems are rigid,” she said. “A lot of Cubic’s collaboration with OEMs is to simplify this process for them.”

What’s next?

To learn more about the trends, technologies and projects influencing the automotive landscape now and in the next decade, you can listen to the full podcast here.

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