Post on 02-Mar-2021
BUSINESS
On Demand Car Functions (ODCF)in the context of automated driving IT
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Introduction
Oliver Wucher
Partner, Market Lead Automotive & Industry, CIO
Consultant for Automotive clients since 1997
References (selection)
Expert in:• Project and Program Management
• IT-Strategy / IT-Governance
• Automotive / Digitalization
Alexander Strauß
Manager Automotive
Manager in the Automotive business since 2010
References (selection)
Expert in:• Project and Program Management
• Innovation Management / Roadmapping
• Automotive / Digitalization
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Q_PERIOR Automotive: Figures – Facts – Data
CONSULTANTSof which> 170 with
automotive experience
>1100
REVENUE 2017 [MIO. €](Q_PERIOR included ESPRiT Engineering*)
177
100%OF THE GERMAN PREMIUM OEMs
are Q_PERIOR customers SUCCESSFUL AUTOMOTIVE
PROJECTS
>500
* Services of our subsidiary
We actively support premium OEMs with their digital transformation.
31STAFF
NATIONALITIESREVENUE INCREASE IN 2017
34%Awards:(seletion)
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Service portfolio
• Digitalization Strategies & Roadmaps
• Sales & Customer Management
• Supply Chain Management
• Business Intelligence & Analytics
• Financial & Management Accounting
• Strategic IT Management
• Risk Management, Compliance & Regulation
BUSINESS CONSULTING SERVICES
• SAP Implementation
• Systems Architecture Consulting
• System Integration
• IT Strategy, Sourcing & Service Management
• IT Security
• Software Development (JAVA, .Net, ABAP)
IT CONSULTING SERVICES• Program & Project Management
• Requirements Engineering
• Business Analysis
• Migration
• Test & Implementation Management
INTEGRATION SERVICES
Q_PERIOR provides cross-industry issues combined with dedicated automotive innovation themes.
• IoT / Connected Car / Connected Reporting
• On Demand Car Functions (ODCF)
• Agility in the automotive industry
• Engineering Services *
• Automotive – Strategy Consulting
AUTOMOTIVE
* Services of our subsidiary
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Mobility THEN and NOW
The real disruption of automotive business starts now.
Horse Wagon
< 1900
First Cars MassProduced
~1900-40
Automated Production Systems
~1950-80
Individuali-zation
~1990
Electro-mobility
~2010
Digitalization Connected Car
~2015-20
HAD
~2025-2030
Mobility Services Robo-Taxis
~2035
Sou
rce:
SA
C -
20
18
Technological Innovation but no fundamental change of business case!
Behind Level 5 (HAD - highly automated driving) real disruption of automotiveecosystem
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Picture Source: https://www.enbw.com/blog/elektromobilitaet/elektroauto/wann-kommt-eigentlich-autonomes-fahren/
Driver No Feet No Hands No Eyes No Brain No Driver
Correlation between automated driving and „New Usable Time“
The higher the level of automation, the higher is the amount of New Usable Time.
New Usable Time (NUT)
…instead of thisyou can do
new/other things inside your car!
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Time spent in the Car
People spend approximately 100 minutes per day in the car – for driving but also in traffic jam.
USA Japan
~ 160 min/Day~ 95 min/Day ~ 50 min/Day
Germany
Source: Survey Study “Value of Time”, Fraunhofer IAO, 2016
© Jaguar
Ø~ 100 min/Day
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How can we use the „New Usable Time“?
Well Being
Basic NeedsCommunicationProductivity
Information Entertainment
People will spend their time in 6 main categories of human needs.
Source: Fraunhofer IAO – 2016
Pictures: pexels
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How can we use the „New Usable Time“?
On Demand Car Functions can be the Nutcracker.
On Demand Car
Functions
very diverse and individual perception of needs
individual and variating satisfaction of personal wishes – also over the time
A variating function set is necessary to satisfy all customer wishes!
New Usable Time (NUT)
Pictures: pexels, ernaehrung-lorenz, art+form
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How can we use the „New Usable Time“?
Well-Being
Basic Needs
Communication
Productivity
Information
Entertainment
ODCF associated to each category of human needs.
Comfort (e.g. Massage, ambient light), Relax-Programs, Assistance, Interior Aromatisation, Car Performance Increase, …
Source: Q_PERIOR Survey Study, Tim Kayser - 2018
Office Functions, Parking, Drivers Logbook, Ticket Booking, Paying, Automated Driving, …
Car Information, Weather, Traffic, Social Media, News, Internet, …
Music, Television, Movies, Learning, Gaming, …
Calling (Video), E-Mail, (Voice) Chats, Messaging Services,…
Safety/Security, Automated Driving, Assistance Systems, Food and Drink Order, …
Needs Examples
Pictures: Instagram, Microsoft, foodora, ernaehrung-lorenz
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Q_PERIOR Survey/Study - ODCF as new revenue stream for the car of the future.
On Demand Car Functions
Source: Q_PERIOR Survey Study, Tim Kayser - 2018
528 Participants
5 Expert Interviews
Results… ▪ Market Volume
▪ Function relevance
▪ Usage Probability
▪ Distinction of Customer Segments
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75%
Three quarters of all users are willing to pay for additional functions.
Percent of People, that are willing to pay for additional functions
76%
Translation: 75% of users are willing to pay for these additional Services.
Source: Q_PERIOR Survey Study, Tim Kayser - 2018 Source: Survey Study “Value of Time”, Fraunhofer IAO, 2016
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Monthly willingness of People to pay for ODCF
ODCF have an extrapolated yearly revenue of 10,75 billion €.
Generation Y/Z
Volume Segment
Luxury Segment
Precarity
Ø
German Driving Licenses 55.860.000
Extrapolation
Yearly Revenue
Source: Q_PERIOR Survey Study, Tim Kayser - 2018
BILLION
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Market for On Demand Car Functions
The market for ODCF will increase rapidly over the next 15 years – up to 22%.
%Global Automotive
Revenue
%Global Automotive
Revenue
Source: Q_PERIOR Survey Study, Tim Kayser - 2018
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Importance of On Demand Car Functions
With a higher level of automatization,
there will be a shift in the needs of our
customers and therefore also a shift in
special On Demand Car Functions.
Strategic foresight is really necessary!
On Demand Car Functions must be implemented in the strategic foresight of OEMs.
0 1 2 3 4 5
Example: Entertainment
Usa
ble
Tim
e
Other five human needs
Level of automation
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“'Roadmapping' is an interesting and flexible class of method (management tool) for supporting strategy
and innovation….” (Rob Phaal - https://www.cambridgeroadmapping.net/roadmapping/)
First Time of Application at Motorola (End 1970’s) – strategic alignment of technology- and product development
processes
Roadmapping
→ Bridge between current situation an the future
→ Way to your vision / way to your strategic goals
→ Relation / linkage between:
▪ Market
▪ Business
▪ Products / services
▪ Competences
▪ Resources, etc.
Roadmapping
The history of roadmapping and its purpose.
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The general method and architecture of a roadmap shown in one slide.
Roadmapping
Reference: Rob Phaal – University of Cambridge
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Market
• Customer
• Trends / drivers
• Barriers
How an example for an ODCF-Roadmap architecture can like.
Roadmapping
Product vehicle (Level 0-5)
ODCF – function xyz
TechnologiesSmart Materials, Camera Systems, etc.
Resources• Competences
• Partnerships
• Enabler, etc.
Know why!
Know what!
Know how!
Pull
Push
Know when!Time
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Roadmapping
Create roadmapping content for On Demand Car Functions.
Know why!
Know what!
Know how!
Know when!
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A Roadmap can show correlations between automation level, ODCF, necessary technologies and all other layers.
Roadmapping
Know why!
Know what!
Know how!
Know when!
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Conclusion
Opportunities and Challenges of On Demand Car Functions.
Opportunities… Challenges…▪ Use the new opportunities in conjunctions
with automated driving.
▪ Create benefit out of the “New Usable Time”, that users spend inside the car.
▪ Offer additional functions to your customer for this “New Usable Time” – On Demand Car Functions.
▪ Take the chance of the new market and generate new business.
▪ Disruptive change of the business case, initiated by connectivity and digitalization.
▪ Continuously varying customer needs and markets.
▪ Only with a strategic planning and a clear roadmap you will be able to develop the right solutions for the future.
Pictures: audi, bmwi, pexels, pixabay, ernaehrung-lorenz, art+form
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HAMBURG l FRANKFURT l MUNICH l ROSENHEIM l ZURICH l BERNE l VIENNA l LONDON l NEW YORK l TORONTO l SARAJEVO
Contacts
Working for you locally and internationally.
Q_PERIOR Office:Mobile:alexander.strauss@q-perior.comwww.q-perior.com
Manager
+49 89 45599.0+49 160 90264643
Alexander Strauß
Leopoldstr. 28a80336 MunichGermany
Q_PERIOR Office:Mobile:oliver.wucher@q-perior.comwww.q-perior.com
Partner
+49 89 45599.0+49 151 12043807
Oliver Wucher
Leopoldstr. 28a80336 MunichGermany
Thanks a lot for your Attention