In the age of digital transformation, vehicles are no longer just mechanical machines; they are becoming intelligent, software-defined platforms, heavily reliant on seamless and constant connectivity. The automotive industry is entering a new phase, where ubiquitous connectivity—enabled by both terrestrial cellular networks and satellite communications—is foundational to innovation, safety, efficiency, and user experience. This post, based on the recently published eBook ‘Ubiquitous Connectivity: For a Smarter Automotive Future’ in collaboration with Cubic3, explores how this convergence of technologies is reshaping the connected car landscape, unlocking new revenue models and operational benefits for automotive manufacturers.
For vehicle manufacturers, ensuring uninterrupted connectivity is no longer optional. Real-time data exchange is essential to support a growing array of applications, from navigation and over-the-air (OTA) software updates to predictive maintenance and autonomous driving. In regions with patchy or non-existent terrestrial coverage, satellite networks provide an essential complement, helping ensure vehicles remain connected wherever they travel.
According to Transforma Insights, the number of vehicles with embedded connectivity is projected to grow from 463 million in 2024 to 1.4 billion by 2034. This rapid increase is not just about scale—it’s also about scope. The types of services relying on connectivity are becoming more complex and more critical to vehicle performance and the consumer experience.
Connectivity isn't just a technical requirement—it’s becoming a strategic revenue driver. Automotive OEMs are seeing tangible returns from connected services. General Motors, for example, reached a 26% paid customer penetration rate in North America in 2021, with subscription revenue expected to grow from USD 2 billion in 2021 to USD 25 billion by 2030. Stellantis, another major automaker, had five million users of subscription-based services in 2023 and anticipates EUR 20 billion in annual software-enabled revenue by 2030.
As the market shifts towards electric vehicles (EVs) and shared mobility, OEMs are positioning themselves as service providers. Software-defined vehicles open the door to more flexible and scalable offerings, from remote climate control to dynamic navigation and charging assistance—each made possible by constant connectivity.
Beyond direct monetisation, connected vehicles serve as valuable data sources. Insights derived from millions of vehicles help manufacturers identify recurring faults, improve future model designs, and fine-tune user features. Connectivity also enables highly customisable experiences and accelerates feedback loops between the vehicle and its manufacturer.
Data analytics, combined with real-time connectivity, also powers applications like driver performance monitoring, usage-based insurance, and fleet optimisation—benefiting both individual consumers and enterprise customers.
Modern consumers expect their cars to function like smartphones on wheels—integrated, intelligent, and responsive. This expectation is further reinforced by growing in-car screen real estate and the increasing use of vehicles as living and working spaces, particularly during charging or waiting periods. Features such as remote locking, parking assistance, emergency call (eCall) services, and in-car commerce rely on consistent, high-quality connectivity.
Additionally, vehicle-to-everything (V2X) technologies—encompassing vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication—will be critical for next-generation safety and traffic management applications. Autonomous vehicles will depend on the ability to receive and share data with surrounding infrastructure and other vehicles in real time.
A range of emerging technologies is converging to make ubiquitous connectivity viable:
Despite the clear value proposition, several challenges must be addressed to achieve true ubiquitous connectivity:
The shift toward ubiquitous connectivity unlocks new levels of functionality, efficiency, and profitability. It allows automakers to support more robust OTA updates, provide real-time insights, and deliver tailored in-car services across borders and geographies. It also supports new business models and aligns with long-term trends in automation, electrification, and shared mobility.
The benefits extend beyond the vehicle. Insurers, cities, energy providers, and content creators all stand to gain from reliable, real-time access to vehicle data. Whether it’s smarter urban planning or more personalised insurance premiums, the ripple effects of ubiquitous vehicle connectivity are broad and far-reaching.
Ubiquitous connectivity is not a static goal—it’s a continually evolving frontier that blends terrestrial and satellite communications into a seamless, resilient network fabric. For automotive OEMs, it underpins the transition from selling cars to delivering mobility services. While technological, regulatory, and commercial challenges remain, the direction is clear: connected vehicles are the future, and that future is increasingly defined by the ability to connect everywhere, all the time.
This blog post is a summary of themes that are explored in much more detail in the eBook ‘Ubiquitous Connectivity: For a Smarter Automotive Future’. We recommend you download a copy of the report to learn more.
