![]() ![]() “That’s what everyone’s salivating at the prospect of.” “Full autonomy is probably the most elusive goal of all, but the dream is: You get into your car and all the windows turn into displays,” said Edward Sanchez, a senior automotive analyst at Strategy Analytics. With sales opening in the US on Tuesday, Spotify is about to start learning: Is Car Thing tapping into a caravan of unmet need for millions of drivers? Or is it driving headlong toward a dead end?īut as vehicles steer toward a future of being more autonomous, anything Spotify can do to solidify itself as the must-have music service in the car may pay dividends down the road. “Streaming services are battling for market share over this relatively small demographic,” Cirisano said. Just 22% of US consumers stream music in the car. Gustav Söderström, Spotify chief research and development officerīroadening Car Thing may be wise, because those 140 million cars may be a more niche market than it seems, according to Tatiana Cirisano, a music industry analyst and consultant at researcher MIDiA. “Why would we do something ourselves here? If this already existed, we would not have.” While Spotify would not elaborate on future partnerships, a Car Thing that could toggle between Spotify and Google Maps or Waze would give it the one-two punch of both music navigation and, well, literal navigation. ![]() That openness could, eventually, extend to “deeper integrations with potential partners” if Car Thing takes off, he added. “We want to be an open platform,” he said. #Spotify car thing waitlist updateThe update will even allow Car Thing to work for services that are Spotify’s direct competitors. If you love Audible, Car Thing will be able to play, pause, skip and adjust volume for your audio books. Its software is on track for an update in “a few weeks” that will unlock it to control other audio apps, Söderström said. So Car Thing is only for Spotify – but only for now. ![]()
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