This study focuses on the evolution of hybrid infotainment and telematics systems evolution in the European and United States automotive market. In particular the study analyses the upcoming trend of automotive OEMs focusing on allowing smartphone apps to run inside the car and using that connectivity to provide additional services, a method industry refers to as brought-in applications. The study also looks at business models, value chain analysis and revenue generation processes and strategies for OEMs using apps from smartphones. The study also looks at the different HMI types which OEMs are developing to allow app access inside the car.