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In Vehicle Entertainment Systems Growing

Boot Camp feature for Thursday, August 19, 2004

The home theatre….moves into the mini-van or SUV. Bloomberg Boot Camp, a report on today's technology. You can spot them on just about any highway in America these days while driving at night. That tell tale flickering glow of an LCD screen… in the vehicle up ahead or passing by. The trend is generating controversy…and sales for companies like Audiovox, where Senior VP Tom Malone says…

"We supply several different categories. The professionally installed, the drop down kind of systems. We also are a supplier to the OEM industry. We also supply the portable products, the mobile that can be used from car to car, versatile solutions. And we offer this new type of technology which embeds a screen and a DVD player inside a headrest of a vehicle."

Audiovox claims a 57 percent share of the after-market for in car video…those systems not installed at the factory. Pricing starts at about three hundred dollars. How popular might these in vehicle entertainment systems become?

"I think it's going to be almost a standard feature whether from the OEMs or in the after market as an additional product, mainly because there is essentially no learning curve with this category. Unlike navigation, which is still a slow start category, people use all of these products in their home today. They just know that it's now available in their car."

And the biggest sales tools of all…are the kids in the family. Lots of parents don't need much convincing…especially on long vacation drives. Bloomberg Boot Camp, I'm Fred Fishkin.