Tech Today

The Connected World

In this month’s installment, we talk vehicle safety technology with Ted Cardenas of Pioneer Electronics.

WORDS BY DAVE MACKINNON

Over the last six issues, we’ve taken a detailed look at some of the collision avoidance technologies available from mobile electronics retailers like yourselves. The Vision Zero Automotive Network has spearheaded this series of articles. Vision Zero’s goal is to promote the use of accident prevention technology to eliminate fatalities from traffic accidents. Vision Zero has partnered with key manufacturers and distributors from across North America to promote its goal. One of the first companies to join the Vision Zero effort was Pioneer Electronics (USA) Inc. In this article, I talk with Ted Cardenas, Vice President of Marketing and Corporate Communications for Pioneer.

The Consumers’ Perception of the Connected Car

One of the first topics we discussed was the perception of the connected car. For those who work in the mobile electronics industry, our interpretation of connectivity typically involves some kind of Internet or smartphone integration with an infotainment system like Apple’s Car- Play or Google’s Android Auto. Another example would be a communication system that uses a cellular data solution like OnStar to monitor the vehicle’s status or provide real-time assistance.

Ted pointed out that consumers aren’t typically on the same page. Their concept of a connected car could be as simple as having Bluetooth for hands-free calling or audio streaming in their car radio. According to a recent IHS Markit’s study, the average age of a car on U.S. roads is nearly 12 years old. In Canada, according to Statista, that number is 9.66 years. Since smartphone integration technologies didn’t exist a decade ago, this explains much of the disconnect between what is available and consumer expectation.

Regardless, in terms of “connecting” technology to a vehicle, the consumer’s perception isn’t wrong. In fact, it indicates our need to emphasize the technology options currently available that can make time behind the wheel more enjoyable, more convenient and even help people make safer driving decisions. There’s no denying that the task of driving should our primary focus when we’re behind the wheel. Ted added that one of the best options for allowing the driver to concentrate and focus is the integration of voice services like CarPlay and Android Auto.

Demonstrating How to Use Smartphone Integration

While those of us in the industry are accustomed to using Siri and Google Assistant to send text messages, make phone calls or ask for navigation directions, the average consumer barely knows this technology exists. If someone is waiting for a remote car starter or window tint installation—when waiting in a store is permissible—offer them the opportunity to connect their smartphone to a radio that has CarPlay or Android Auto. Have a short list of “things you can do with smartphone integration” on your display and let them experience this

Many Pioneer CD, digital media and multimedia receivers like this DMH-WT7600NEX feature or enable Amazon Alexa Built-in.

Many Pioneer CD, digital media and multimedia receivers like this DMH-WT7600NEX feature or enable Amazon Alexa Built-in.

technology firsthand.

Here are a few examples we discussed, and how the maturation of voice services have changed the user experience for the better:

Task: Pick a specific song to play Past: Press “Songs,” page down, page down, page down, page down, page down, etc., select. Present: Press the “Voice” button on the steering wheel for two seconds and say, “Play ‘Money’ by Pink Floyd.” Task: Make a phone call Past: Tap “Phone,” “Keypad,” enter a phone number. Present: Press the “Voice” button on the steering wheel for two seconds and say, “Call the closest Starbucks.”

It’s your job to remind potential clients that these technologies are not only easy to use, but also that voice assistance can help them keep their eyes on the road and their hands on the wheel without sacrificing their ability to stay connected and entertained.

Ted mentioned that Amazon’s Alexa, a feature now available through more than 30 Pioneer CD, digital media and multimedia receivers, has grown steadily in popularity over the last five years and that many Alexa owners now have multiple units throughout their homes. These consumers are obviously very comfortable using voice in their homes, but most are unsure or unaware about their options when it comes to bringing Alexa into their cars.

Unlike CarPlay and Android Auto, Alexa’s broad adoption into homes provides the unique ability to use features like “Drop In” calling and messaging to communicate directly with other Alexa-powered devices, regardless of their location or yours. Ted mentioned that during his commute he often uses the “Drop In” feature through his Alexa Built-in Pioneer receiver to talk to his kids through their Echo Dot or call his dad over a thousand miles away through his Echo Show.

Of course, Amazon folks never miss a chance to sell you something. Ted mentioned users can ask Alexa to order dog food (or practically anything else Amazon sells) and the system will offer the option to add the items to your shopping list or shopping cart. If you’ve previously purchased a specific item or brand, Alexa will even quote you the current price and let you complete the purchase from behind the wheel. All of this happens using only your voice and within a few minutes a bag of dog food can be on its way to your front door. Ted also pointed out another interesting difference: Because most Alexa users first experience the voice service through a smart speaker, asking to play music is both a priority and expectation for the Alexa owner. When combined with the direct integration of Amazon Music, asking Alexa to play a specific artist, song or album in the car is almost always met with success.

Connecting the Home to the Car

Another topic we discussed was consumer awareness of the many opportunities available in a “connected car.” While advertising on television and online by car manufacturers help build consumer awareness of connectivity solutions, they often tell only half of the story—controlling features of the car from afar. Ted mentioned his favorite connected car feature is the ability to

control or check the status of smart home devices from the car.

Suppose you have smart devices like a garage door opener, a smart thermostat, Internet-connect light switches or door locks. If you can control these smart devices in your home using Alexa, Siri or Google Assistant you now have the same ability in the car with Alexa Built-in, Apple CarPlay or Android Auto.

Can’t remember if you turned off the lights, locked the doors or closed the garage? With a connected car and compatible devices, you might never have to turn around to check again.

Classic Collision Avoidance Technology

When asked about the collision avoidance technology available from Pioneer, Ted pointed out that their unique SPH- 10BT smartphone-based digital media receiver (which features a built-in smartphone cradle to turn a connected phone into a touchscreen control for the radio itself) has an option to add dedicated parking sensors to this single-DIN radio. Called the ND-PS1, this add-on accessory is an array of four microwave sensors that install in the rear bumper and when combined with the SPH-10BT and the Pioneer Smart Sync app provides both visual and audible warnings when reversing or parking.

Pioneer also offers several camera solutions. Although their ND-DVR100, a compact high-definition dashcam with an integrated two-inch LCD screen debuted several years ago, Ted hinted at plans to expand their range of drive recorders in North America during 2021 to include

several connected Pioneer models currently on sale in the European market. The Pioneer ND-BC8 back up camera is a stand-alone wide-angle camera with excellent glare-reduction technology. This camera is a perfect upgrade for any of the dozens of multimedia receivers with a backup camera input available from Pioneer.

On the driver assistance forefront, Pioneer has introduced three blind spot detection systems. The SDA-BS900 uses a pair of radar sensor arrays designed to be mounted behind the plastic bumper cover at each rear corner of the vehicle. This layout provides detection that extends from both sides of the vehicle and up to 82 feet to the rear. The SDA- BS1 and SDA-BS100 are license plate bar-type blind spot detection systems that don’t require extensive installation and also can be mounted to vehicles that have metal bumpers.

All three of the Pioneer blind spot detection systems alert the driver with A-pillar installable LED indicators and a loud warning buzzer, utilize GPS for speed sensing to reduce and prevent annoying false-alarms at lower speeds or in heavy traffic and will even provide cross traffic detection when reversing from a parking spot.

The Future of Automotive Connectivity and Safety

Ted and I talked about how technologies like 5G cellular communication have the potential to offer dramatically reduced latency and in turn improve vehicles’ ability to communicate with one another, further enhancing the ability for technology solutions to assist the driver in making intelligent and informed driving decisions.

He pointed out that store owners who want to tap into the massive driver assistance market will need to carve out a section of their store dedicated to displaying these solutions and targeted at a more general, non-enthusiast customer. An interactive backup camera, dashcam and blind-spot warning system display are good starting points, but to get these clients to step through your front door, you’ll need your storefront to be inviting

and comfortable when they arrive. The demographic of someone looking for a blind-spot monitoring system is very different than that of someone looking for pair of 12-inch subwoofers and a 1,000- watt amplifier.

Of course, the next step is to register your store as a Preferred Retailer with Vision Zero. Once your application (https://vzan.org/preferred-retailer-application/) has been approved, your facility will be listed on the Vision Zero website (https://vzan.org/) to let consumers looking for technologies that improve their safety know you are a specialist in this field.

Thanks to Ted Cardenas for taking the time to provide his insight into this growing and important part of our industry.

Dave MacKinnon has worked in the mobile electronics industry since 1988 in almost every capacity, including roles as a Retail Salesperson, Installer, Sales Representative, Technical Trainer and Product Development Manager for some of the largest car audio companies in the world. Dave started his writing career in 2000 as the Technical Editor of a Toronto-based car audio magazine and has reviewed more than 450 products. Formally trained as an Electronics Technician, Dave is considered an industry expert when it comes to explaining how mobile audio components work, and he has crafted thousands of articles to share that knowledge. He’s currently the Head Writer for 1sixty8 media and the Editorin-Chief at BestCarAudio.com.