The Inside Lane: Examining the Current State of Connected Mobility with Anna Theile

Welcome to the latest episode of The Inside Lane, where we explore the rapidly evolving landscape of connected mobility. This time, we’re joined by Anna Theile, Head of Strategy and Growth at 4screen.

In our latest installment, Anna shares her insights on the evolving landscape of connected mobility and the new opportunities created by vehicle digitalization. She also discusses the strategic vision behind 4screen’s growth in this dynamic space.

Join us as we delve into the strategies shaping the future of in-car technology, transforming the way drivers connect with their surroundings and creating value for OEMs and businesses alike.

Role and Experience at 4screen

As Head of Strategy and Growth, Anna Theile is pivotal in 4screen’s mission to revolutionize connected mobility. She leads a team responsible for managing investor relations, strategic partnerships, and market expansion efforts. Anna’s team is instrumental in ensuring that 4screen’s growth aligns with both internal goals and the expectations of external stakeholders.

„My team works like internal consultants,“ Anna explains, „bridging the gap between 4screen’s objectives and the needs of our partners and investors. We provide insights on market trends, performance analysis, and expansion strategies, supporting our departments to move in the right direction.“

Since joining in 2022, Anna has helped steer 4screen’s impressive growth trajectory, with the company now partnered with leading automotive brands and operating across multiple countries. Her team played a significant role in 4screen’s Series A funding and is actively preparing for the upcoming Series B round.

The Evolution of Connected Mobility

The conversation shifts to the current state of connected mobility:

Currently, there are now over 300 million connected cars in operation – up from some 237 million in 2021, with 50 million more added each year.

And with each of these new vehicles now equipped with connectivity features, the industry is at a transformative stage, creating a seamless link between the car and the driver’s daily environment.

Anna highlights that while significant progress has been made, there is still a need for standardization in software and user experience across different OEMs.

„Connected cars are no longer a distant vision—they’re here. However, the user experience and industry standards are still evolving,“ Anna says. „We’re helping to shape this ecosystem by offering a unified platform that enhances in-car experiences and fosters meaningful interactions for drivers.“

The ability to leverage previously untapped vehicle data opens new opportunities for OEMs and businesses to add value to the driving experience and deliver highly relevant content to drivers.

Leveraging In-Car Data for Enhanced User Experience

Anna then shares insights into the importance of leveraging in-car data to improve the driver experience. Vehicle sensors provide valuable information that can be transformed into actionable touchpoints for drivers, offering real-time assistance and contextual recommendations.

„Imagine receiving a notification on your car screen about a nearby service center when your vehicle detects a low tire pressure,“ Anna says. „These kinds of real-time alerts not only enhance the driver’s experience but also create new opportunities for OEMs to engage with their customers in meaningful ways.“

By integrating dynamic interactions into the driver’s routine, OEMs and business brands can build lasting connections with their audience, leading to increased loyalty and repeat visits.

Tackling Industry Fragmentation

One of the current challenges facing connected mobility is the fragmented automotive landscape, where each OEM operates its own system. 4screen addresses this challenge by creating an agnostic interface that allows businesses to reach drivers across various OEM platforms.

„We work closely with each OEM to tailor integrations, but our platform’s design ensures that businesses have a consistent way to communicate with drivers, regardless of the vehicle brand,“ explains Anna. „This approach not only simplifies the experience for businesses but also ensures that drivers receive a unified, engaging in-car experience.“

By acting as a bridge between OEMs, drivers, and businesses, 4screen standardizes the fragmented automotive environment, making it easier for companies to reach a valuable on-the-move audience.

Looking Ahead: The Future of Connected Mobility

As the episode draws to a close, Anna discusses her vision for the future of connected mobility. She envisions a world where the car becomes an interactive, digital companion that seamlessly integrates with the driver’s lifestyle.

And according to Anna, early adopters of connected car technology will play a crucial role in shaping this future.

„We’re just beginning to unlock the potential of connected mobility,“ Anna remarks. „The car screen is evolving into a new digital space, offering brands and OEMs a unique way to connect with drivers. Those who invest in this space now will set the standards for years to come.“

As we move forward, 4screen remains committed to delivering innovative solutions that connect drivers, brands, and OEMs in new and meaningful ways.

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