INTRODUCTION

Consumer electronics (CE) refers to any electronic devices designed to be purchased and
used by end users or consumers for daily and non-commercial/professional purposes.
Consumer electronics are among the most commonly used form of electronic, computing and
communication devices. It includes items such as: televisions, refrigerators, washing
machines, computers, laptops, smart phones, in car entertainment, video players etc.
In-car entertainment​ (​ICE​), or ​in-vehicle ​infotainment​ ​(​IVI​), is a collection of hardware
and software in automobiles that provides audio or video entertainment. In car entertainment
originated with ​car audio​ systems that consisted of radios and cassette or CD players, and
now includes ​automotive navigation systems​, video players, USB and Bluetooth
connectivity, ​in-car internet​, and WiFi. Once controlled by simple dashboards knobs and
dials, ICE systems can include ​steering wheel audio controls​ and ​handsfree​ voice control.
In-Vehicle Infotainment, or IVI, development has been spurred largely by ​Intel​ and its Atom
processor, ​Microsoft​ and its ​Windows Embedded Automotive 7​platform. In-Vehicle
Infotainment systems are currently available in select automobiles from manufacturers like
Ford (​SYNC​ and ​MyFord Touch​), Toyota (​Entune​), Kia Motors (UVO), Cadillac (CUE) and
Fiat (Blue&Me). IVI systems frequently utilize ​Bluetooth​ technology and/or ​smartphones​ to
help drivers control the system with voice commands, ​touchscreen​ input, or physical controls.
While each IVI system is different, typical tasks that can be performed with an in-vehicle
infotainment system include managing and playing audio content, utilizing navigation for
driving, delivering rear-seat entertainment such as movies, games, ​social networking​, etc.,
listening to incoming and sending outgoing ​SMS​ text messages, making phone calls, and
accessing Internet-enabled or smartphone-enabled content such as traffic conditions, sports
scores and weather forecasts.
Car owners in India are increasingly looking for ways to enhance the quality of time they
spend in their vehicle, leading to increasing interest in connectivity and in-car entertainment.
Touchscreen-based in-car entertainment systems are gaining popularity among consumers.
Additionally, consumers are now favouring units which enable seamless connection with
smartphones
As car manufacturers continue to offer in-car entertainment such as in-dash media players
and in-car speakers, the growth of aftermarket in-car entertainment is being negatively
affected. For instance, only 1-2% of the cars sold by Honda come without speakers, while it
is only about 10-12% for in-dash media players.
India is one of the biggest in-car entertainment markets in Asia-Pacific region. Over the
years, India’s automobile sector has witnessed tremendous growth; however, during 2012-14,
market registered sluggish demand, which affected the sales of passenger car segment in the
country. This resulted into weaker demand for in-car entertainment systems.

The market for infotainment systems is increasing owing to rising consumer awareness,
declining prices and growing concept of connected car in the country. In India, infotainment
system market is witnessing growth in OEM segment, where car manufacturers are
collaborating with the systems manufacturers to install these devices in mid-size car
segment.
The key players in India’s in-car entertainment systems market include- Harman, Sony,
Alpine, JVC Kenwood, Pioneer, MapMyIndia, Garmin, Panasonic, CASKA, and Philips.