## 4 Case Studies
### Infotainment and Third-Party Services  
Infotainment and third-party services will integrate social media, music streaming, and video services with on-board OEM systems. GPS data can be blended with social media, weather apps or music streaming services to provide unique experiences to the user. Shared trip information recommended playlists in certain environments and real time weather updates are all examples of infotainment and third-party services [62]. Third parties will benefit from enhanced advertising capabilities afforded by infotainment services as advertisements can be sent directly to a vehicle [23]. The transition of current vehicles to entertainment hubs is an attractive prospect for third parties and the consumer.  
Third party and infotainment services are highly dependent on access to the user/vehicle. To operate within the EU however, service providers are required to ask for user consent before processing can occur [2,13,14]. Third parties must inform users of their intentions for data processing, gaining consent from users to provide their service. Further restrictions apply to the sharing of personal information outside the vehicle [1]. The operability of third-party services are hindered by limited access to data and transmission restrictions.  
Geolocation data is regarded as highly sensitive personal information and as a result access is restricted by the EU [1]. Third party services can only access data that is relative to the process. Processing and transmitting data more than necessary is limited [1]. The operability of services hinges on the accessibility of this data. Services which provide real time updates are restricted by their over reliance on freely accessible geolocation data.  
To communicate between vehicles effectively, low latency and reliable systems are required. Current limitations are evident in the networking paradigms used for inter-vehicle communication [43]. Services which use vehicle-to-vehicle (V2V) or vehicle-to-infrastructure (V2I) communications may come under strain as the underlying cellular-vehicle-to-everything (C-V2X) communication technology suffers data congestion. Substantial amounts of data processes will inevitability require large storage requirements. The transmission of telematic data coupled with third party services will increase the average data production rate by 25 GB [11].  
Third party and infotainment services can enrich the driving experience. However, the gap between the potential range of service and regulatory and technical limitations is significant. Services which require geolocation data will suffer due to data restrictions. In some legislative environments, services will not be offered due to these restrictions.  
Multiple users of a vehicle require their own personal privacy settings. Shared vehicle or rental vehicle user privacy is further a problem due to the non-uniform privacy requirements. Requiring consent for data access becomes tedious for multiple users of a vehicle. The EDPB have recommended a centralized service for a user's data privacy preferences to simplify the consent requirement process. However, users or passengers might select to forgo services if the burden of agreeing to multiple terms and conditions is onerous.  
Third parties which intend on relating user behavior with products for advertising will need to explicitly state their intentions for data usage. Subsequently, users are less likely to agree to the terms of service if numerous consent requests are made. Location specific advertisements (location of a user in relation to a business) will not have detailed access to a user's/vehicle's position.