Exploring the Commercial Value of the Emerging HMI Market by Lei Zheng

Because the current system is too expensive for automakers, customers end up paying a higher price. One way to lower costs is to incorporate advertising into information searches.

Lei Zheng used his thesis to integrate advertising with in-vehicle infotainment systems. Lei partnered his IVI system with Google. As a brand, Google is the undisputed search engine king. Using Google as a brand partner, a new system emerges – Google Drive.

He also extensively studied the human-computer interaction aspect of GPS and navigation systems to understand how people’s searching behavior greatly informed the best use of advertising. Advertising offers automakers a way to keep manufacturing costs – and final costs – for customers at a reasonable price.GPS and Google