Back in 2001, marketers and engineers were busy dreaming up ways to provide new services to the customer and connect the vehicle with the outside world. Everybody talked about "telematics" and possible business models, and asked themselves "for what is the customer going to pay". But that was the wrong question - in fact, there is little willingness to pay for telematic services. The engineers' ideas came to nothing and before long automotive companies withdrew almost entirely from the field of vehicle connectivity. Since then, with the rise of new successful services offered by companies like Apple, eBay, Amazon, Facebook and lots of other smaller companies, we have become accustomed to being online just about everywhere - except in our cars. There a lot of people even put themselves in danger using their Blackberry's and iPhone's while driving, since they don't have an adequate alternative. With the availability of new technologies like LTE and data mining, it is the new protagonists of the connected world and not the automotive industry who are now setting the pace when it comes to vehicle connectivity. New business models build on data analytics and sophisticated services - paid for often not by the driver or user, but by third parties who get customer information or customer access back in return. To defend current revenues and margins from infotainment systems, but also to "conquer the value of data", OEMs need to ensure and defend access to customer and vehicle data, leverage their domain specific knowledge around (driving) the car, and enable themselves to develop new services and business much faster than they used to do.
Connected vehicles - conquering the value of data
2012
15 Seiten, 11 Bilder, 2 Quellen
Conference paper
English
Connected vehicles - conquering the value of data
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