SEAT EE55 Connected Car

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10/12/2012 Presentation title / Prepared by Name Surname / 00/00/2012 1 Connected Cars15 - Amsterdam 24.06.2015 SEAT EE55 Connected Car Roger Giralt

Transcript of SEAT EE55 Connected Car

Page 1: SEAT EE55 Connected Car

10/12/2012

Presentation title / Prepared by Name Surname / 00/00/2012 1

Connected Cars15 - Amsterdam

24.06.2015

SEAT EE55 Connected Car

Roger Giralt

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“Last decade we enabled the connectivity inside the car”

“This decade, the vehicle gets perfectly connected with its environment”

CONNECTED CAR The path

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CONNECTED CAR Key opportunity

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ADDED

VALUE

FOR SEAT

&

CONSUMER

Phone

to car

Car to

Phone

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AGENDA

4

01 Introduction

02 Demand from consumer market and technologies

03 Analysing revenue

04 Future of Connected Car

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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AGENDA

5

01 Introduction

02 Demand from consumer market and technologies

03 Analysing revenue

04 Future of Connected Car

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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INTRODUCTION Influence from digital trends

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Geo advertising

Social Networking

Rise of smartphones

Personalization

Open and connected cars

Eco friendly driving &

electric vehicle

Consumer trend

Business model shift

Standardization and regulatory

Ubiquitous broadband (V2X)

Applications proliferation

Embedded low cost

navigation

Device cost decrease

vs. functionality

increase

Advanced video

technologies

WORLD IN 2017

>50% of new vehicles are “connected” with

211 million connected cars & trucks

WORLD IN 2022+

50 billion connected devices & $14+ trillion market

World population will

hit 7.3B

~150B apps

downloaded

2.8B 3G &

447M 4G connections

~28K APIs

registered

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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INTRODUCTION Consumer expectations of connected world is growing

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EMERGING CROSS-SECTOR CONNECTED TECHNOLOGIES

Connected Consumer

Data

Apps

Products

CONSUMER EXPECTATION OF CONNECTED TECHNOLOGIES

PC …?

Fitness

Home

Shop TV

Tablet

Console

Mobile

CAR

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AGENDA

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01 Introduction

02 Demand from consumer market and technologies

03 Analysing revenue

04 Future of Connected Car

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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TECHNOLOGIES Overview

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Smartphone Integration

Standard Protocol

0

Infrastructure

Funtions/

Services

Embedded

Integrated SIM

1

2

Server

Server &

Portal

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SEAT SMARTPHONE CONNECTIVITY Full Link

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SEAT SMARTPHONE CONNECTIVITY Full Link

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Full Link includes the following Smartphone integration protocols:

We are one of the first in the market to provide all of them together

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ANDROID AUTO

/ Technology defined by Google and based on Android.

/ Projects contents of smartphone on the display of the car in a safe

way.

/ Provides:

/ Voice, Phone and Google Maps via Google Services.

/ Music and Messages via 3rd Parties Apps.

/ Google has the control over the interface and apparently it is quite

restrictive in terms of User Experience freedom.

What is it?

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ANDROID AUTO What is it?

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Maps Phone Media Back to SEAT

Infotainment

Google

Now

ME

NU

M

ain

. F

un

cti

on

s

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ANDROID AUTO Look&Feel

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Google Play

Spotify

Pandora

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CAR PLAY What is it?

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/ Technology defined by Apple and based on iOS.

/ Projects contents of smartphone on the display of the car in a safe

way.

/ Provides:

/ Siri Voice, Phone and Maps via Apple Services.

/ Music and Messages via 3rd Parties Apps.

/ Apple has the control over the interface and apparently OEM will have

freedom in terms of User Experience.

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CAR PLAY What is it?

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ME

NU

M

ain

. F

un

cti

on

s

Phone / Messages

Media Maps

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MIRROR LINK What is it?

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/ Technology defined by Car Connectivity Consortium.

/ Not attached to a specific OS, although right now is available in

Android

/ Projects contents of smartphone on the display of the car in a safe

way.

/ Provides:

/ 3rd Party Apps.

/ OEM have the control over the interface and therefore they have

freedom in terms of User Experience and functionality.

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MIRROR LINK What is it?

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SEAT APP Approach

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SEAT Others

1 App per customer

with many features

APP

APP APP APP

APP APP

APP APP APP

APP APP APP

APP APP APP

1 App per feature

many small apps

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SEAT APP Approach

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DRIVE App

CONNECT App

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SEAT APP

InCar: Overview

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DESKTOP

MENU

Backgrounds

Widgets

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ME CHALLENGER TRACKER CAR

LIVE CHART

SEAT APP

DriveApp scope

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SEAT APP

ConnectApp scope

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ME WEARABLE MULTIMEDIA

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SEAT APP

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ME TRACKS MY SEAT MAIN CAR

OutCar overview

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EMBEDDED SOLUTION

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Call Center

Web Portal/

Web Shop

Mobile App

Client-Frontend

Content supplier

Service/Info Assistance Emergency

Process center Backend

Car fitted with option

„Connected Car“ Traffic Maps Weather

General Overview

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AGENDA

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01 Introduction

02 Demand from consumer market and technologies

03 Analysing revenue

04 Future of Connected Car

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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CONNECTED CAR COMMERCIAL MODELS

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Types

Free Period

Type Duration

Initial cost Payment

Type Duration

Week

Month

1 Year

Lifetime

Included in

initial cost

Not include in

initial cost

Additional

Package

(Apps) Optional

Head Unit Serial

Optional

Bundled

Subscription Fee

Week

Month

1 Year

Lifetime

Micro

Payment

Fee

Apps

Content Lifetime

Usage

Month

1 Year

Lifetime

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CONNECTED CAR COMMERCIAL MODELS

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Types

Free Period

Type Duration

Initial cost Payment

Type Duration

Week

Month

1 Year

Lifetime

Included in

initial cost

Not include in

initial cost

Additional

Package

(Apps) Optional

Head Unit Serial

Optional

Bundled

Subscription Fee

Week

Month

1 Year

Lifetime

Micro

Payment

Fee

Apps

Content Lifetime

Usage

Month

1 Year

Lifetime

/ An example of a possible basic offer for embedded connected car for Consumer can

include one year Freemium service and then a monthly free subscription…

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CONNECTED CAR COMMERCIAL MODELS

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Types

Free Period

Type Duration

Initial cost Payment

Type Duration

Week

Month

1 Year

Lifetime

Included in

initial cost

Not include in

initial cost

Additional

Package

(Apps) Optional

Head Unit Serial

Optional

Bundled

Subscription Fee

Week

Month

1 Year

Lifetime

Micro

Payment

Fee

Apps

Content Lifetime

Usage

Month

1 Year

Lifetime

/ … and 6 months later, the purchase of add-on service, paying a monthly fee…

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CONNECTED CAR BUSINESS CASE

Factors

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AGENDA

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01 Introduction

02 Demand from consumer market and technologies

03 Analysing revenue

04 Future of Connected Car

Connected Cars – Amsterdam / Prepared by Roger Giralt / 24/06/2015

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Car2Car

Car2Infrastructure

Big Data

Business Intelligence

Connected Infotainment

Car2Service

Autonomous Driving

CONNECTED CAR

Moving forward

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DIGITAL TRANSFORMATION

Customer Journey

/ In the future the customer journey will contain multiple digital elements to support a

unique purchase and ownership experience.

Brand

simpathy

Brand

consideration

Pre-purchase

phase

Buying

decision

Confirmation

phase

Ownership

phase

Rre-purchase

phase

Win back

phase

DIGITAL MARKETING

WEB PERSONALIZATION

ONLINE APPOINTMENT

SOCIAL, REVIEW & RATING

CONNECTED CAR

PREDICTIVE MANTAINANCE

PERSONALIZED RE-BUY OFFERS

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10/12/2012

Presentation title / Prepared by Name Surname / 00/00/2012 34