survey results in April 2013 that revealed how 660,000 driv- ers use cell phones or manipulate electronic devices while driving at any given moment during daylight hours. Ameri- cans continue to use electronic devices while driving, despite warnings that it can lead to injury and fatality-related crashes. Although Choreo’s objective is to provide an open platform for app developers to utilize, Hong admitted they do so while adhering to various driver distraction rules being implemented around the globe. “The number one rule is always that we deliver the service in a manner that doesn’t distract driving behavior,” Hong said. “Once you apply the rules, you have a fairly restrictive content with no video or gaming applications going to the front seat console, while allowing it to stream to the rear-seat enter- tainment console. Having this platform further provides the automakers control over what content they can stream to the car, which is why we brought an entirely new paradigm to the service solution because the cloud platform is actually in con- trol of all the content and applications that are allowed to be used in the car.”
40 Mobile Electronics June 2014
To help meet the ever-changing regulations and needs of the
industry, Airbiquity developed a patented policy engine that “gov- erns the safe and proper use of smartphone and cloud apps inside the car from the cloud,” according to the Airbiquity website.
Aftermarket Implementation The fact that cars are expensive and most Americans keep their cars for an average of 11 years is not a statistic that’s lost on Choreo, according to Hong. The company has a plan for helping the aftermarket connect customers to the cloud as effi- ciently as possible. “The aftermarket is where our platform can be very useful.
Even though most of our customers today are automakers, our fleet offering is 100 percent aftermarket,” Hong said. “I found it to be a lot more of an attractive vertical to get into because when you go to the aftermarket, the pace of product introduction is a lot faster. You are dealing with suppliers that are very hungry to bring the product to the market in the shortest time possible.” To allow easy adaptability with any aftermarket head unit, Choreo created its own Application Programming Interface
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