At Mobile World Congress Barcelona, you wouldn’t have been faulted in thinking you had just walked into an auto show, rather than a mobile and digital event. The push towards driverless, smart and connected vehicles inevitably place the telecommunications industry at the heart of this innovation, and partnerships are flourishing to deliver autonomous, driverless and smart vehicles. Increasingly, traditionally functional objects such as vehicles or homes are becoming adaptable enough to mould themselves to the preferences and tastes of their users. End user knowledge creates loyalty and regular custom. A lack of ownership does not have to mean a less personal experience. Arguably, items like cars are becoming an extension of one’s home and office, wherein they listen to the same music, experience the same connectivity and comfort. The implementation of technology allows users to customise their shared car experience through music, car layout and even where they are located. The vehicle is becoming far more than a means to get from point A to B. They are adapting to the preferences, requirements and lifestyle of the user.