Telematics 3.0 will also offer service providers a great deal of information they can use for marketing purposes. For example, the systems will be able to tell streaming media services what you're listening to, and point of interest (POI) services in onboard GPS systems will tell companies when a driver has searched for them, and whether the driver stopped in.
A driver who visits a particular coffee shop or a golf course might be targeted for marketing and advertising via mobile apps available through the car's telematics system.
"Why is Google getting into the auto space? If you think about what Google has and what they don't have, location is one of the missing elements of the Google model," Link said. "They know everything else, except where we transact."
Car manufacturers falling behind
In the meantime, vehicle manufacturers risk falling behind or even being left out of the mobile telematics equation. "I'm a little worried these big Internet companies may dominate this space and leave very little for automotive companies," Koslowski added.
He pointed to Google's announcement Monday of an Open Automotive Alliance, aimed at bringing Android OS to the telematics systems of several vehicle manufacturers. Google announced plans to bring Android to cars by the end of this year.
Audi, General Motors (GM), Honda, Hyundai and chip maker Nvidia were all part of the launch of the Open Automotive Alliance.
"Having your own secure cloud of information connected to your vehicle, that's what Google's...announcement was all about," Koslowski said.
For example, the owner of a car would be able to connect his or her Android smartphone and any cloud services enabled through that. At the same time, if another family member wanted to borrow the car, they, too, could use Android by simply connecting their smartphone to the car's telematics system.
Tech companies such as Google are expected to have increasing influence in the mobile options vehicle makers can offer - and consumers want it that way.
According to a Gartner survey released today, 57% of vehicle owners said they want technology vendors to influence decisions about their car's mobile capabilities in the years ahead. Forty-three percent want automakers to be the main influencer of mobile tech.
The survey also revealed that 47% of respondents want to use mobile apps while driving. At the same time, 89% said they're concerned that access to in-vehicle mobile apps will be a driving distraction.
Jaguar, Land Rover add mobile apps to telematics
Peter Vrik, head of connected technologies and apps for Jaguar, said his company will now be offering iOS and Android mobile apps natively on its infotainment systems through a partnership with Bosch SoftTec and its mySPIN app integration software.
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