This is the archived SXSW 2012 schedule. Please see the current schedule here.

Why Your Car Will Be the 5th Screen in Your Life

#sxsw #5thscreen

After movie theatres, TVs, PCs, and mobile phones – come learn how your car will become the next screen you embrace. Our cars are already fitted with the most powerful computers that are completing 2,000 decisions per second — but are we using this technology to its full capacity? The fifth screen has arrived, and it's right there next to your steering wheel. Are you ready to interact with the most innovative screen yet? Let's discuss where inventors and marketers will partner with consumers and see how far we can push the fifth screen. Will cars know we’re approaching and unlock our doors, set our temperature and seamlessly sync to our favorite music? Will they read us our emails, tweets, and Facebook messages and allow us to respond? What other new capabilities will we invent? The fifth screen is just at its inception. Join us as we explore the future of our fifth screen.


Anupam Malhotra Mgr, Connected Vehicle Audi Of America Inc

Anupam Malhotra is manager for the connected vehicle for Audi of America, responsible for all the operations of the Audi Connect infotainment system and the formulation and execution of the company’s connected-vehicle strategy with Audi AG.

“Pom” Malhotra joined Audi in mid-2010 on a contract basis as a subject-matter expert, but soon it became apparent that connectivity would become a crucial part of the technology proposition for the entire brand, and his position was formalized. He joined Audi initially from his role as head of enterprise quality for location-based services for General Motors’ pioneering OnStar brand.

New Delhi-born Malhotra grew up in Malaysia. He returned to India for high school and his initial college years, earning a mechanical-engineering degree with a focus on automotive technology. He later attended the University of Maryland and Rensselaer Polytechnic Institute in the U.S. focusing on strategies for managing technology as a global competitive advantage.

GM had begun scaling up OnStar with just such an idea in mind, and in 2000, Malhotra landed at the upstart “telematics” and infotainment brand, eventually moving into global business development and program management in a 10-year stint with the company. Among other things, Malhotra spearheaded a global team at the Automotive Multimedia Interface Collaboration, a consortium that standardized interfaces so that consumer-electronics devices could communicate with and within vehicles; led the development of a globalization strategy for OnStar, including the brand’s expansion into China; and championed initiatives to enhance the customer experience for the brand’s location-based services portfolio.

Malhotra left OnStar to launch Audi connect in the U.S. market and put in place the foundation for a long-term connected services strategy for the company.

Recently, Malhotra moved to Herndon, Va., where Audi of America is headquartered, along with his wife and two young daughters.

Tina Unterlaender Dir Mobile AKQA

Tina Unterlaender is a noted expert on mobile marketing and smart phone applications. As Account Director of AKQA Mobile, she has led the creation of numerous well-known mobile campaigns, including Gap 1969 Stream, one of the first commercial apps built for the iPad and most recently the launch of the new Audi A6 across all mobile channels. Other mobile campaigns include Gap StyleMixer, Target’s Gift Globe, Mc Donald’s The Lost Ring and several campaigns for Visa, including the 2008 Beijing Summer and the 2010 Vancouver Winter Olympics campaigns.

A native German, Unterlaender joined AKQA from New York-based MindMatics, where she was the Director of Mobile Marketing. Her responsibilities included mobile applications, messaging and campaigns for clients such as Boost Mobile, Shell, NBC, and New Line Cinema.

She is frequently invited to speak at key industry events like SXSW and was brought to national attention when Fast Company nicknamed her ‘The Developer’ because of her expertise in the fast-growing iPhone app market. Tina has been quoted in numerous publications including Financial Times, NPR, and Advertising Age.

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