Telematics – wireless in-vehicle services is fostering a new battle among automakers. With evolving standards for mobile data transmission and wireless technologies, automakers as well as content providers can become lost in determining not only the type of in-vehicles services to launch but when. To provide some direction, Forrester Research’s European division has released a brief entitled ‘Segmenting Telematics Services with Mobile Data.’

The brief examines 17 telematics services across three basic categories: entertainment, safety and security, and navigation and information. The brief discusses four tiers of telematics services and provides a timeline for each.

• Tier One: Existing and stand-on-line services. These include videogames, DVD playback, turn-by-turn directions, and satellite radio that work without two-way connections.
• Tier Two: Basic telematics bundle over today’s GSM networks. Navigational directions delivered via voice can be offered as built-in options requiring a GPS receiver and a imple interface.
• Tier three: An advanced telematics bundle due in late 2002. A full suite of navigation and information services over GPRS networks could offer in-vehicle displays and personal Internet radio.
• Tier Four: An entertainment bundle in five years. Streaming films and downloadable on-line games will eventually be offered, but slow UMTS rollouts may push such offerings to the end of the decade.

In addition, Forrester analysts examined existing European telematics offerings from the likes of Mercedes-Benz, Renault, and BMW against the four tiers.

With respect to the emerging telematics services, the research firm sees basic telematics ruling the road for the next two years, but in 2003 advanced telematics services based on GPRS will begin to gain critical mass.

Over the next five years, Forrester expects to see mobile operators vying for partnerships with auto manufacturers in order to expand revenue channels; mobile discount coupons will move from the handset into cars; and luxury vehicles will have a heads-up display that projects information onto the inside of car’s windscreen.