mobile hotspot options, enabling content consumption via internet protocol while in the vehicle. For anyone with kids who carry iPads into the car and expect content to continue streaming once the household wi-fi signal fades, the presence of a mobile hotspot that has decent speed and connection quality is welcome news.
If car-based wi-fi can be made high-bandwidth and high-quality, it would provide strong opportunities for media and entertainment companies to stream programming into vehicles.
Driverless cars create an entirely new captive audience for advertisers: people who would otherwise be driving could be engaged with content. Assuming wi-fi-enabled cars would be targetable in the same way other devices are (ie. via the same unique identifiers used today in audience-based buying of addressable media), they would offer high-quality, targeted-audience opportunities. And there will be an added contextual dimension, such as parent and kids on their way to school and daily work commutes. The buzz phrase for the past few years at CES has been the ‘Internet of Things’. This year, it will finally morph into the ‘Internet of Everything’.
The trailblazer was Nest, with its smart plugs and app-controlled central-heating systems. Now, it seems everyone has jumped on the bandwagon, if you take a glimpse at the dazzling array of connected items that are being touted this year.
Here are just a few examples of what’s on offer: A shower head that tracks how much water you have used (why would you want to do that?). A vibrating sofa to alert you when your favourite TV show is about to start (the mind boggles as to what kind of content you might watch with this gadget). An alarm clock that will wake you up with a smell rather than a noise – odours on offer include croissant, peach and, erm, money (very apt for Las Vegas).