Europe may soon take action against Google’s adtech business due to alleged anticompetitive practices. The European Commission, after evaluating Google’s dominant position in the online ad industry, has concluded that only divesting part of its services would address competition concerns. This would involve Google selling off its core ad-tech assets. It’s not the first time Google has faced scrutiny for its practices. In January, the Department of Justice filed a lawsuit accusing Google of monopolistic behavior that harmed publishers and advertisers in the US. The Justice Department has also previously indicated support for breaking up Google’s ad-tech conglomerate. Similarly, the United Kingdom’s Competition and Markets Authority is investigating Google’s ad-tech business. European Commissioner for Competition, Margrethe Vestager, states that if Google’s abusive conduct is confirmed, it would be illegal under EU competition rules. Rivals and online publishers have long complained about Google’s extensive control over the online advertising ecosystem, arguing that it gives the company an unfair advantage.
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BMW Motorrad’s Award-Winning Brand Room at BMW Welt
The BMW Welt in Munich boasts the Brand & Customer Institute, which is the only one of its kind in the automotive industry. It allows chosen partners and employees to immerse themselves in BMW Group’s brands, including BMW, MINI, Rolls-Royce Motor Cars, and BMW Motorrad, which has had its own brand room since January 2022.
BMW Motorrad’s brand room was named “Brand Architecture” in the “Spatial Communication” category of last year’s Red Dot Award: Brands & Communication Design. The “Red Dot Design Award” has been adjudicating for the awards since 1954, with the red dot symbolising quality and excellence and becoming internationally recognised.
BMW Motorrad received the iF DESIGN AWARD as the latest recognition, which has been a globally accepted symbol of excellent design since 1954 and is one of the leading global design awards. The BMW Motorrad brand room was able to win over the 133 independent and international experts on the jury for the award for its excellent architectural design and an emotionally crafted brand training programme, making it one of the leading design honours.
The design challenges for the BMW Motorrad brand room were significant because of the small area of 38 square metres, which required the immersion of imaginative brand concepts in inspiring architecture. The solution was a multi-sensory interior design that harmonised with the iconic glass facade of the existing building and supported the interactive experience in the space. The result was an experience that excited curiosity and creativity in visitors who could explore the BMW Motorrad brand and its world.
The customers and fans of BMW Motorrad know that the brand embodies an active lifestyle and experience-oriented attitude, which is the brand promise of “Make Life a Ride.” In the BMW Motorrad brand room designed to cater to personal experiences, the brand’s thematic focus areas are offered through fascinating brand access points that serve as interactive immersion experiences. The BMW Motorrad brand room is a place of communication and dialogue, analogous to a motorcyclist gathering around the campfire that provides a perfect backdrop for training sessions.
In essence, the BMW Motorrad brand room is a holistic experiential concept, featuring elements that appeal to all the senses, including sound, light, and natural materials. The combination of unique features and holistic design makes the BMW Motorrad brand room a memorable and creative experience.
BMW has made it easy to experience the BMW Motorrad brand among other BMW Group brands in the BMW Motorrad brand room at BMW Welt Munich since January 2022. The Brand Mover Training immersive experience in the BMW Motorrad brand room gives visitors all the insight into the brand and its customer types and values through interactive training sessions that simulate all the senses.
If you are interested in BMW motorcycles and BMW Motorrad rider equipment, you can find the press material in the BMW Group PressClub, accessible via www.press.bmwgroup.com. You can also contact Sarah Bauer, Corporate, Product and Innovation Communications, at +49-151-601-94180, or via email at Sarah.Bauer@bmw.de.
New BMW 5 Series Launches with AirConsole Gaming Platform
The BMW Group has teamed up with AirConsole, a gaming platform, to introduce a unique in-car gaming experience for the first time in the new BMW 5 Series. Passengers and drivers can enjoy playing casual games while the vehicle is stationary, waiting for the vehicle to charge or a meeting to start, for instance. The AirConsole app will be introduced in other BMW vehicles, but the new BMW 5 Series will be the first. The BMW i5 with a unique gaming design created by the BMW Group Design will be unveiled exclusively for the new BMW 5 Series launch.
The in-car gaming experience is easy with the smartphone acting as the controller and the BMW Curved Display. Starting the AirConsole app in the vehicle and scanning a QR code on the Curved Display intuitively establishes the connection between the smartphone and car. Multiple players can go straight into playing, and the app can support participation from rear passengers as well. Players can play alone, jointly, or in competition mode.
AirConsole offers casual games that are easy to understand and control, including racing, sports, quizzes, music quizzes, simulation, strategy, jump-and-run, and puzzle games, with about 15 titles available for the market introduction of the new BMW 5 Series saloon. Examples of the games available at launch include “Go Kart Go”, “Golazo”, “Music Guess,” and “Overcooked”.
To mark the launch of in-car gaming, the BMW Group presents a BMW i5 with a unique gaming wrap that honours the 8-bit era of computer games, with large pixels serving as a symbol for the gaming experience and a nod to the various games available on AirConsole. The design captures the essence of the in-car gaming solution of AirConsole, where users leverage their smartphones as controllers to access all gameplay options.
Other BMW models from the mid-range and luxury segments will gradually get the AirConsole app. BMW Operating System 8.5 updating via Remote Software Upgrade will be set up for BMW 7 Series made after 07/22 and BMW iX made after 03/23, as well as BMW X5, BMW X6, BMW X7, BMW XM, BMW X5 M, BMW X6 M produced after 04/23.