LG to introduce Playware with Netflix and AR navigation to cars
The software comprises of many solutions that combine to improve the user's experience while in the car.
LG Electronics is in talks with several car manufacturers, including Hyundai and Kia, to launch its flagship ‘LG AlphaWare‘ software in India, a cutting-edge in-car entertainment system, which will be user-centric and designed to deliver an ‘immersive’ experience, as told by company executives on Tuesday, July 9th, 2024.
Valentin Janiaut, the head of LG’s mobility software strategy for the Software-Defined Vehicle (SDV) age, LG VS Company (an arm of LG Electronics) said that the company aims to launch the in-vehicle product in India within a few years. Janiaut provided insights in an exclusive interview with India Today Tech. “Currently, we have tied up with Hyundai and Kia…but we’re yet to figure out how we integrate AlphaWare in their in-vehicle systems.”
The global release of LG Alphaware occurred in June 2024. The software comprises many solutions that combine to improve the user’s experience while in the car. It gives mobility providers the tools they need to go over technological obstacles and give drivers and passengers connectivity and comfort that feels like home. The Playware is now being released in the US, Europe, China, and Korea. Additionally, it is now limited to Hyundai and Kia vehicles. Although there isn’t a set timetable for the Playware’s release in India just yet, LG is striving to do so considering the popularity of both automakers there.
“Simply put, LG Playware is like having the same experience as your TV in your car,” Janiaut says. “When you launch Playware, you press a button, and it’s like turning on your TV. You can enjoy all the services and content you have on your TV.”
As a result, both drivers and passengers will have access to a vast library of content from partners such as Netflix and YouTube. Additionally, LG is in the process of adding a significant amount of local content to the platform. While the exact date of Playware’s Indian debut is yet unknown, the company’s growth objectives are evident.
Moreover, Playware offers unique functionalities that enhance the in-car entertainment experience. “We give carmakers the choice of what they want to offer, and then customers can decide what they want to use,” Janiaut says, comparing it to choosing between using a Google Chromecast or a TV’s native system. LG is also in the process of adding local content to the Playware platform so that passengers and drivers may enjoy a variety of entertainment choices. It is anticipated that the LG Playware would initially only be available for Kia and Hyundai vehicles.
Anticipating Trends: Larger Displays in Mid-Range Cars
Kia, for instance, offers a range of models from the budget-friendly Sonet to the more luxurious Carnival. When asked if Playware would be available across all these models, Janiaut noted that the decision lies with the car manufacturers. “That’s up to Kia’s decision. We can’t comment on specific models at this time,” he says.
One of the standout features of Playware is its seamless integration with the car’s native systems, which sets it apart from competitors like Apple CarPlay and Android Auto. “Playware is fully native, you don’t need to use your phone. It provides a better user experience and is more integrated with the car’s features,” Janiaut explains.
One of the challenges in the Indian market is the varying screen sizes in cars. Janiaut confirms that Playware is optimized for larger displays typically found in higher-end cars. “We want to ensure a good user experience. Content partners require proper displays, which are usually in higher-end cars,” he says. However, as mid-range cars in Europe and the US are getting larger displays, LG expects a similar trend in India.
Real-time augmented reality navigation is included with MetaWare, making navigating more immersive. In contrast to conventional map displays seen in applications like Google Maps or Apple Maps, MetaWare projects real-time street views, traffic situations, and navigational instructions onto the dashboard of your vehicle. The advent of MetaWare is expected to deliver a fresh navigation experience, even if it could take some time for it to be integrated into infotainment systems internationally, and much longer for Indian automobiles.
LG’s MetaWare: Revolutionizing Real-Time Navigation with Augmented Reality
The other piece of software is called “MetaWare,” and it improves the driving experience by utilizing mixed- and augmented-reality technologies to provide relevant information on a variety of displays, such as clusters, center panels, and “augmented-reality head-up displays” (AR HUDs).
Three further software products from AlphaWare are BaseWare, OpsWare, and VisionWare; however, LG does not presently have any plans to introduce any of them in India. The research and development division of LG VS Company is located in Bengaluru, and it collaborates with Indian automakers to launch their products.
For now, Playware will be limited to Kia and Hyundai models. “We hope to expand to other brands in the future,” Janiaut says. This approach allows LG to focus on perfecting the technology before rolling it out to a broader market.
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