Marketers have been watching the automobile move closer and closer to becoming a viable digital platform for their messages. Another development comes in the form of a new project from Ford, which promotes in-car app development, according to Silicon Filter.

The company is now shipping a beta version of its OpenXC hardware and software platform to a group of universities, as well as app developers like the Weather Underground in the U.S. and HCL Technologies in India. Silicon Filter explains the general philosophy behind OpenXC: "What if the user-facing hardware and software was independent from any one vehicle, and could be purchased and installed by consumers as an aftermarket add-on? What if the infotainment hardware was more modular and user-upgradable, and perhaps most importantly, transferable from one vehicle to another?"

If it becomes widely adopted, the publication concluded, every car would feature an OpenXC connection that is linked to the dashboard interface and audio system.

Other examples of interest to marketers in this space, include Mercedes-Benz’s plans to incorporate Facebook into its in-vehicle telematics system  and Toyota’s concept car called the Fun-Vii.

Digital Distractions

Before these and other projects become mainstream, they will have to get past proposed regulations by worried safety officials. This week the US National Highway Traffic Safety Administration suggested new guidelines around digital distractions, applicable to "communications, entertainment, information gathering and navigation devices or functions that are not required to safely operate the vehicle", with future phases potentially encompassing smartphone and tablet use. (via Slash Gear).