Cable's solution to this is middleware software originally called OpenCable Application Platform ( OCAP) and more recently renamed to simply: OpenCable.

ENGADGET: Time Warner Cable deploys 150k OpenCable STBs, aka CableCARD 2.0

The QNX CAR application platform from QNX Software Systems is a comprehensive, pre-integrated software stack designed to help automotive companies reduce the time and effort of building highly sophisticated and connected infotainment systems.

ENGADGET: QNX builds in-car speech framework with AT&T's Watson, knows our true intentions

The real carrot is the managed services and software on top of a Cloud platform and application layer.

FORBES: Rackspace: Bull and Bear Cases