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BlackBerry Aims to Tap In-Car Infotainment Market Growth

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Nov. 27 2019, Updated 6:59 p.m. ET

BlackBerry banks on QNX to penetrate car infotainment market

BlackBerry (BBRY) continues to innovate in the in-car infotainment market. Infotainment systems control the communication and entertainment systems in a vehicle. BlackBerry is working to enhance its QNX solution, which is BlackBerry’s infotainment and telematics platform used in automobiles.

During the Consumer Electronics Show earlier this month, BlackBerry announced a new QNX software platform for advanced driver assistance systems (or ADAS) and automated driving. According to BlackBerry, “ADAS provide a 360° surround view of the vehicle, to sensor fusion systems that combine data from multiple sources such as cameras and radar, to high-performance processors that make control decisions in fully autonomous vehicles.”

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BlackBerry has partnered with a number of companies for QNX

BlackBerry has partnered with Intel (INTC) to integrate QNX with Intel’s Atom processor family while also partnering with Texas Instruments (TXN) and Nvidia (NVDA) for the purpose of developing solutions for ADAS. BlackBerry mentioned that its QNX software is already present on more than 60 million cars worldwide. For diversified exposure to Intel, you can invest in the PowerShares QQQ Trust, Series 1 (QQQ). QQQ invests about 3.1% of its holdings in Intel.

BlackBerry sees great potential in the monetization of QNX software. According to a report from Bloomberg citing a survey conducted by the Harris Poll, US drivers are willing to pay as much as $1,499 on car-infotainment systems. According to a survey conducted by Harris Poll on 14,000 recent car buyers in the US and as the chart above shows, back-up cameras, satellite radio, and back-up warning systems are some of the most familiar technologies to car buyers.

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