Originally Posted by
bullfrog
Really like this company, and have done very nicely out of the recent rise in share price however, I do wonder about the long term future of ERD.
I know that sometimes negative comments go down like a waxed anvil on this forum, but if I’ve thought of it, others who are far smarter than me will be thinking it too…
First of all, there’s the ubiquitous installation of internet in every new car. Correct me if I’m wrong, but doesn’t this allow new cars to be easily located if they are stolen? I’ve also heard that software in a Benz can now choose the right gear for the next bend by referencing your position with your map position. Then there was the thought that Google would develop into a self drive car manufacturer, I don’t think this will happen but it shows how the internet is already an integral part of every new car or truck.
On this internet/car theme, and bringing out my crystal ball, lets throw mixed reality into the errr mix. This is where software scans your immediate environment and overlays information on it. I can just imagine driving down the road, and each window of your car will have a heads up display showing adverts and sale specials overlaying the shops you are passing, a marketers dream. The tech is all there, just need to join the dots.
Finally, if you talk to Gen X(?), they’re not interested in driving, they’re interested in getting there and on the way catching up with the world on their phones/in-car internet device. Look at the stats for driving while on the phone. Self drive cars with wifi is what the next gen want.
So with all this in-car inter-connectivity, and it will be pretty high spec stuff, why would businesses lease a GPS software gizmo when the Google/Microsoft/Apple/Xero(!) car app can give them everything using factory pre-installed hardware coming as standard?
I believe ERD need to be ready to migrate away from their lease-a-box business and get into using the vehicle computer to run their software… take a leaf out of PPH’s business model.