The hottest trend in technology is personalization. The term usually gets applied to the ways data can be used to make the message, product, service and experience tailored to an individual. The focus on serving the “one” is the trend that will take us through the next decade of technology change. Another facet of change brings consumers the ability to personalize their choices — to freely choose how to consume, and that’s the beauty of Uber, Lyft, AirBnB and a host of other services yet to come.
Ford’s AppLink 3.0
Ford is about to let consumers choose their navigation app through AppLink 3.0, coming out next year. That’s a remarkable change in an industry that has been resisting change and making plenty of money through selling consumers lower-end technology and subscription services. Ford, it seems, has a bigger goal of eventually giving automobiles an ecosystem of free apps like we see on smartphones.
An Integrated, Personalized Life
We spend plenty of time in our cars and, even more, our cars are something many of us choose carefully and see as something personal. It only makes sense that we’d want to personalize the experience. Not only do we want to personalize, but we want that personalization to extend from our non-automotive world (work, home, etc.) into and from our cars. The experience in our cars needs to be as integrated as work email in our personal lives and personal social networking when we’re in the office. An easy example would be that I want my calendar — and the calendar app that I choose — to be available everywhere. You can quickly see why Ford is undoubtedly on the front edge of a change that will ripple across the industry.
When the automotive industry can change, everyone can.