tablets, smartphones, gaming devices, and other portable media players. Consumers have moved on from DVD and Blu-ray players and therefore so too must rear-seat entertainment. Going forward the majority of passengers will use their own smartphone or tablet devices in the back of the car rather than pay for an expensive embedded in-car solution. Therefore, OEMs must embrace BYODs through either an accessory such as a mount or look to bundle OEM-branded devices with their new cars to add additional value. At CES 2014, Audi demoed an Audi-branded Android device which was designed to be more robust for in-car conditions and will be integrated somewhat into an Audi car. The tablet can use the car’s 4G/LTE-powered hotspot to access the Internet via Wi-Fi and passengers can download and use any of the apps oppo find 7 available in the Google Play store. Good examples of OEMs offering tablet mounts include: Mercedes with its iPad Rear Seat Integration Plus, as well as Jaguar and BMW with the introduction of an iPad holder for rear-seat passengers. Filomena Berardi, senior analyst shared her thoughts on the situation; BYODs open up the market to new user-groups and segments, when previously rear-seat entertainment was targeted at small children. However, holding a device in ones hands could prove fatal in a car crash and therefore OEMs need to develop solutions that are both crash resistant and user-friendly. These findings are part of ABI Researchs Automotive Infotainment Market Research ( https://www.abiresearch.com/market-research/service/automotive-infotainment/ ).