What works today won't work in two years. That's why we always view this as a future effort. Also, we have to make sure that any applications that are being used in cars today are being done in a very safe way. Our goal is to help users keep their eyes on the road and hands on the wheel. This is why voice recognition is particularly important.
Privacy is also another issue.
We need to structure the data collection and dissemination in suitable ways and be very clear to state upfront what we will and won't do with the data. On the other side are the traditional companies like auto manufacturers. They have a longer design cycle, and they tend to be more diligent in their review of strategic plans. A partnership between these two groups sometimes results in a culture clash, but more often we've found that they've been able to learn from each other, with each moving forward using more refined models. Since we're the ones helping to bridge the gap, it's very exciting for us to be able to facilitate this.