La próxima frontera de la publicidad digital puede ser el parabrisas de tu auto.

Los fabricantes de automóviles, las empresas de tecnología y los fabricantes de cristales se están uniendo para convertir la pantalla que adorna la parte delantera de un iPhone en el parabrisas de un coche. Uno que pueda mostrar anuncios, direcciones e información del vehículo a la persona que está detrás del volante.

The Panasonic Corp. heads up display is displayed at the 2017 Consumer Electronics Show (CES) in Las Vegas, Nevada, U.S., on Friday, Jan. 6, 2017. CES, celebrating its 50th year, will showcase self-driving cars, TVs, drones, robots and a slew of other gadgets. Photographer: David Paul Morris/Bloomberg

(David Paul Morris/Bloomberg)

La llegada de los autos conectados está creando un nuevo campo de batalla de los departamentos de ventas, y usar el parabrisas de un vehículo puede ser la próxima manera de ofrecer más productos y servicios a los consumidores. McKinsey & Co. estima que los servicios móviles y basados en datos en los autos generarán 1.5 billones de dólares en 2030. Al menos una parte de esa cifra se gastará proyectando información a los conductores y pasajeros justo delante de sus ojos.

“Cuando piensas en una persona que maneja y cuáles son sus necesidades cuando está en un viaje típico, es comida, es combustible y son paradas para descansar”, dijo John Butler, analista de Bloomberg Intelligence. “Tener presencia en el interior del coche es fundamental, es realmente donde se hace el dinero. El valor real reside en la oportunidad de anunciarse”.

Así es como funciona un parabrisas inteligente. Un conductor que está a punto de quedarse sin gasolina vería una alerta emergente señalando el nivel del combustible y le ofrecería encontrar una gasolinera cercana. El asistente virtual del coche ofrecerá en el parabrisas dos opciones, incluyendo direcciones a una estación de servicio donde el conductor podría tomar un café gratis. Este sería un anuncio colocado por la gasolinera que se ajusta a los patrones de compra del conductor, también conocidos por su coche inteligente.

La semana pasada en la feria electrónica CES celebrada en Las Vegas, Panasonic mostró esta tecnología que permite al conductor solicitar y pagar comida rápida a través de una pantalla superpuesta, antes de emprender el camino para ir a recoger el pedido. Según Tom Gebhardt, director del negocio automotriz de Panasonic en Norteamérica, emparejar ofertas de este tipo con otros servicios de suscripción conectados podría generar cientos de dólares en ingresos recurrentes adicionales por automóvil cada año.

“Cuando comienza a efectuar pagos desde el vehículo, tiene que asegurar esos pagos de alguna manera, así que estamos emparejando el reconocimiento facial con su tarjeta de crédito”, dijo. “Realmente estamos invirtiendo en una solución integrada, fusionando el sistema de información y entretenimiento, el tablero del auto y la pantalla superpuesta”.

La firma Corning ha empezado a vender a los fabricantes de automóviles el vidrio utilizado en los iPhones de Apple para los parabrisas y los sistemas de entretenimiento en el automóvil. La compañía dijo que la durabilidad y la delgadez del cristal hacen que cualquier imagen proyectada sea más nítida que en un parabrisas típico. Aunque el producto tiene menos de 50 centímetros de ancho, Corning está trabajando para ampliarlo a una pantalla completa de parabrisas.

“Podrían lograrlo en menos de dos años”, dijo Jeff Evenson, máximo responsable de tecnología de Corning. “Estamos haciendo los autos mucho más activos para preparar las cosas para este tipo de servicios”.


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