For most of automotive history, time spent in cars has been predominately spent driving, talking and listening to the radio. But by 2021, driverless cars will be in mass production and racing towards the mainstream, releasing those in the so called "driving" seat of much of their previous preoccupations.
Research by Harvard Health Watch found the average American spends 101 minutes driving each day. So, what are they going to do to avoid getting bored on dull, long journeys?
This is unlikely to be a problem for long, with entertainment technology experts already dreaming up master plans for what drivers will do when they no longer drive.
With Tesla ensuring that every new car it brings to market will have the capability to drive itself and major auto firms such as Ford integrating driverless technology into much of their future offerings, the car journey as we know it is set to change.
I recently interviewed Niall McBain, chairman and chief executive of Spafax Group, the content marketing agency that forms part of Britain's WPP Group.
Car Journeys Will Become Like Flights
McBain believes that that the future car journey experience will be similar to that of flying and it is even possible that the two industries will collaborate.
"Increasingly, car brands are exploring an in-flight-type experience, with some even looking at turning doors and dashboards into screens to create an immersive 360-degree experience," he says.
"The systems being explored will be almost completely voice-controlled and internet-enabled. Wherever connectivity starts, entertainment quickly follows and this will be true for cars in very quick order.
"The next stage will be to move from an entertainment offer to a total lifestyle product. As companies like Vodafone and Uber are already in your wallet they are in prime position to provide car users with a service-driven lifestyle product."
Netflix On Wheels
Does all this mean, however, that Netflix and similar internet-delivered subscription services have a built-in advantage that they can use to create a monopolies on the new car content creation market?
Why shouldn’t car companies become their own content creators? Imagine a world where Ford or General Motors can deliver personalized media to passenger subscribers.
"The driverless car is the next frontier for apps and entertainment," continues McBain. "Cars will be provided on subscription, programmable with profiles, and entertainment is part of a suite of well-being services.
"By 2021, artificial intelligence and driverless technology will be bringing smart in-car platforms such as Android Auto and CarPlay to the mainstream. And, unlike many ‘smart’ devices, this technology will actually be welcome in your life."
Different Journeys
Despite this, McBain sees the different paths already being mapped out by Ford and Tesla mirroring those of Android and Apple in the telecoms space.
"Ford is willing and indeed happy to work with anyone and everyone," he says, pointing to the company's recent partnering with Uber and general open approach to entertainment technologies and platforms.
"Tesla on the other hand is following the Apple approach of a fully closed ecosystem. While this will give Tesla an early advantage similar to that of iPhones in the early days of the smartphone, this approach makes it hard to sustain market-leading technology.
"Just as Android played an impressive catch-up game, by using third parties, Ford’s partnership approach should allow the company to leapfrog Tesla as the driverless car market matures."
Equally interesting is the success rate for other entertainment companies like Facebook, HBO, Sky and Vodafone that do not currently operate in the auto industry. Even airlines, believes McBain, are likely to explore this market, either as partners or with their own car entertainment vehicles.
"The world of in-flight entertainment gives clear indicators as to what cars will be like in the next three to five years," he says. "The future of travel remains car-shaped, but the future of the journey is now entertainment."
