Social media in cars…from the BMW team.

Ford has unveiled technology that could allow drivers to use Twitter, stream online radio and search the web from behind the wheel. Revealed at the Consumer Electronics Show in Las Vegas, Ford have declared their intention to bring all the applications currently available in mobile phones into the car, hands-free and voice activated.

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Exciting…if a little distracting.

Some of the apps include Wi-Fi connectivity for up to five users in the car, text messages or tweets read aloud to drivers, and the ability to stream internet radio. Voice recognition could also allow drivers to compose and upload tweets, although safety concerns rule this out on early models. As well as entertainment and phone controls, drivers will be able to operate the temperature and sat-nav through touch-sensitive buttons and screens, thumb-wheel controls and voice recognition.

The layout inside the car is retained, but drivers will be able to personalise the way they see information on two 4.2-inch full-colour LCD screens either side of the speedometer and a larger screen at the top of the centre console, viewing anything from personal photos, a combination of music, climate and traffic information or personal data from a usb stick.

See a video demonstration here: http://neuronspark.com/videos/pandora-and-twitter-in-your-car/

While theoretically a long way off from the average UK motorway and high street, this is a thrilling step for communications, and a great opportunity for advertisers. Not only is it further evidence of convergence speeding up, if it comes to mainstream fruition it will offer huge insight into modal targeting. Knowing where a consumer is, what media they are consuming and how they are feeling (through social media) is the ultimate dream for communications agencies, and will allow us to refine even further the right message in front of the right person at the right time.

Developers just need to make sure the technology is as easy to switch off as to switch on – because whilst this connectivity delivers immediate tangible consumer benefits, we know from our experience with BMW that it is just as important for drivers to escape from the outside world; to switch off and experience the JOY of driving without interruption.

And a semi-sentient car might have other ideas.