3 Screen Solutions (3SS) has appointed Felix Walter as Chief Growth Officer (CGO) Automotive, effective immediately, as the German technology provider steps up its global expansion in the automotive sector.
In the newly created role, Walter assumes overall responsibility for the company’s growth and commercial performance in the worldwide car industry.
Walter will lead go-to-market strategy, revenue generation and business development across marketing, sales, product and customer success for 3SS’ automotive operations. The move formalises his leadership of the company’s in-car activities as it seeks to deepen relationships with OEMs and service providers internationally.
Central to the strategy is 3Ready Automotive, the company’s in-car media platform designed to help carmakers engage users and unlock new monetisation opportunities. The solution combines curated content, user-centric functionality and scalable technology, and is being positioned as a foundation for entertainment services in software-defined vehicles.
Walter will also oversee the further expansion of the 3Ready Automotive platform, including onboarding additional content partners and extending 3SS’ network of strategic alliances. Earlier this year, the company unveiled its 3Ready Content Bundle at CES 2026, aimed at simplifying content aggregation and accelerating deployments for automotive clients.
The appointment follows the launch of Škoda Play, the in-car entertainment hub of Škoda Auto. The service brings curated video content, including news and branded clips, into the vehicle’s infotainment system. Video playback is enabled when the car is stationary, reflecting what 3SS describes as a broader industry shift towards monetising waiting and charging times.
“Felix’ appointment is a strong signal of our ambition in Automotive,” said Kai-Christian Borchers, CEO of 3SS. “Since joining 3SS in 2023, Felix has spearheaded our rapid expansion and success in the automotive space, and I’m delighted to recognise his accomplishments and empower him to take the business ever forward in his expanded position.”
Walter said the automotive entertainment market was approaching a turning point. “Most OEMs are early in their in-car entertainment journey, but they have become acutely aware of the need to maximise the value of their products for customers; today this is universally recognised as business-critical as we move ahead in the software defined vehicle era. Automakers are realising that in-car entertainment poses a significant opportunity to monetise their vehicles over the long-term lifecycle.”
Walter added that 3SS’ background in delivering smart TV user experience solutions and entertainment platforms for telcos, pay-TV operators and streaming services globally positioned the company to support carmakers as vehicles become increasingly software-driven.
Founded in 2009, 3SS provides system integration, software engineering and UX design services to telcos, pay-TV operators and streaming platforms. Its 3Ready product platform is deployed by more than 30 service providers worldwide, reaching over 70 million users. In recent years, the Stuttgart-based company has expanded beyond the living room into in-vehicle entertainment, with 3Ready Automotive currently being rolled out by OEMs including Škoda Auto.
