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28 The PCB Magazine • September 2015 AuTOMOTIVE TECHNOLOGy continues FEAturE be expensive, however. Right now advanced cars can sense and warn, but soon they will in- teract. Some cities and locations will not have this capability for quite some time, if ever. Feinberg: Just as with any connected device, there is the possibility of hacking. How seriously do you take this threat? NVIDIA: We take safety and security extreme- ly seriously. We have been working with our customers from day one to deliver reliable, secure systems. For example, we create a sand box which separates an app-related or con- nected car content from any other safety- critical systems. •••••••••••••••••• During our conversation, NVIDA also stated that besides the auto manufacturers that they have announced they are working with, in fact, they are working with all of the Detroit three and others, but it is up to the auto manufac- turers to make announcements when they are ready. Soon we will be seeing NV-branded prod- ucts, not just the chips, as car makers are now buying the entire platform from NVIDIA. One topic we did not discuss, but that I know NVIDIA is working on, is parking. Indus- try watcher Gartner states that almost a third of motorists want parking info in their cars. Prob- ably more will want it as it becomes available. Now that navigation, weather, and traffic infor- mation are commonplace, drivers are looking for help with where to park the car. Expect it to become more widely available as the infrastruc- ture catches up, and even the opportunity to pay from the car so you can easily find available parking, pay and move on. I would like to thank the entire NVIDIA team for spending so much time with us, presenting, and demonstrating, and for pa- tiently answering all of our questions. Thanks to Brian Del Rizzo for introducing us to the automotive team; Fazel Adabi, PR manager, Automotive; and to Danny Shapiro, senior di- rector, Automotive. PCB Dan Feinberg is the owner and president of feinline associates inc.