Google Rolling Into Auto Industry Through Maps

mobile car

Google is making its way into the automotive industry in several deals. One could require the Mountain View, Calif. search engine to work more closely with rival Microsoft.

Ford plans to add Google Maps to its Sync in-car communications platform, available by June, on all 2010 and 2010 models equipped with the Sync system, powered by Microsoft software. The latest Send to Sync features allows drivers to send destinations over Bluetooth in Google Maps to their cars through an app called Sync Traffic, Directions, and Information.

But Ford isn't the only automaker giving Google deeper integration into their cars. OnStar subscribers now have an option to search for and identify destinations using Google Maps, and send them to the Turn-by-Turn Navigation Service in their vehicles. The feature becomes available later this month on all GM vehicles beginning with the 2006 model year. It integrates with OnStar Destination Download to send destinations directly to the vehicle's screen-based navigation system.

The deal expands on Google's relationship with OnStar and the automotive industry announced in May. The two unveiled mapping and navigation features on the Android platform for the Chevrolet Volt electric vehicle. From the map screen, owners can use Google search by voice to locate a destination with their Android handset, and see where that destination is relation to car.

OnStar has a module that ensures 24-hour-per-day communication between the car, OnStar's backoffice and Android phones. Dana Fecher, an OnStar EV Lab manager, told MediaPost in an interview last month that future features will include location-based tools through OnStar's turn-by-turn services.

"Most of the features we will focus on in the future include location-based services and constant connectivity," Fecher says. "We're just getting started."

Fecher works with the Advanced Development of Electric Vehicles Group at GM. He says sensors enable that accurate position of the car.

Google Maps has become the dominant tool for travelers, owning 15.50% market share, according to May 2010 Experian Hitwise data. MapQuest follows with 9.24%, and Expedia at 3.24%.

"It's obvious that Google wants to be known as a service that consumers can access not only through PCs, tablets and mobile phones, but also in their cars," says Trip Chowdhry, managing director at Global Equities Research. "They are emerging not only as a discovery tool, but rather points of interest for local search. Think of it as pay per action vs. pay per click. "

That strategy might work well for Google. For the 2011 model year, OnStar Directions and Connections service is standard on all OnStar-equipped, GM retail vehicles. Since launch, OnStar has delivered more than 54 million Turn-by-Turn Navigation routes, currently averaging more than 1.4 million per month.

GM is not the only automaker integrating Google Maps. Audi is working with Google on a similar deal. The Audi's MMI System already became the first automotive system to provide 3D navigation powered by Google Earth. Google announced in December that it was working to bring local search into cars. Audi A8 2010 became the first car to bring Google Earth directly into the vehicle and combine it with a set of useful Google services.

Microsoft on Monday opened its SDK kit to third-party developers, allowing them to build out applications in Bing Maps.

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