Connected cars, is it simply a new feature to enable eCall or WIFI hot spot on boards to allow the kids to stay quiet on the back seats or is it the dawn of a real and fundamental change of the ecosystem? With Connectivity comes Digitisation. Digitisation will impact the automotive value chain and user experience from production and logistic to end user shared and autonomous vehicles. Technology is there, the rise of 5G together with AI and machine learning will transform our roads in high speed data low latency highways providing safer journeys. On-board services will allow beyond entertainment a better traffic information management, digital ID will transform car ownership and remote in car payment will allow new business models. In car smartphone experience is the premise of this transformation and some may wonder if the battle for in car innovative services is not already lost by the Automotive traditional industry.