The Consumer Vehicle Market… …learning lessons from ... · from Commercial fleet? BVRLA -...
Transcript of The Consumer Vehicle Market… …learning lessons from ... · from Commercial fleet? BVRLA -...
The Consumer Vehicle Market… .
…learning lessons from Commercial fleet? BVRLA - Gaydon 2014 Richard Robinson
Richard Robinson
• Director – Global Automotive Practice – Previous: Alpine as HMI lead on Navigation and Infotainment Design – [email protected]
The Consumer Vehicle market…. We need to establish a level!
1. OEM’s/Manufacturers are highly risk averse Bending Metal = Happy C-Level Connecting Metal = Why?!
2. Connecting the car has been a slow, frustrating and painful process
3. Most cars are still not connected (i.e. Dumb-cars) 4. Many OEM’s are pushing ‘questionable’ business
models OEM’s & Dealers need to learn several lessons
from the Fleet (and consumer) markets!
Source: Automotive Multimedia & Communications - AMCS
Embedded Modems Regional Shipment View (Annual)
Source: Automotive Multimedia & Communications - AMCS
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North America Europe South Korea Japan China
India Russia Brazil Rest Of the World Non Connected
After the car is connected/smart…. Who is the main ‘winner’??
5 Source: Automotive Multimedia & Communications - AMCS
OEM? Driver?
Winner! Winner
OR
After CE devices got connected…. Who was the main ‘winner’??
6 Source: Automotive Multimedia & Communications - AMCS
Device Maker? Device Owner?
Winner! Winner
OR
After the car is connected…. What are the benefits for OEM vs. Driver?
7 Source: Automotive Multimedia & Communications - AMCS
OEM? Driver? Understand Customer Preferences Be Proactive rather than Reactive
Anticipate failures before they happen Develop CRM/VRM Opportunities
Enable Firmware Over the Air Updates Exploit Crowd Sourcing opportunities
Enable ‘Big-data’!! Providing Apps & Location Services
Understand Customer Preferences Be Proactive rather than Reactive
Anticipate failures before they happen Develop CRM/VRM Opportunities
Enable Firmware Over the Air Updates Exploit Crowd Sourcing opportunities
Enable ‘Big-data’!! Using Apps & Location Services
Winner! Winner!
So… What happens if things stay as they are..?
Source: Automotive Multimedia & Communications - AMCS
Hardware in Market OEM Embedded Telematics – Global Cumulative
Source: Automotive Multimedia & Communications - AMCS
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Hardware in Market
Active Subs OEM Embedded Telematics – Global Cumulative
Source: Automotive Multimedia & Communications - AMCS
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Hardware in Market
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Inactive Subs OEM Embedded Telematics – Global Cumulative
Source: Automotive Multimedia & Communications - AMCS
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Hardware in Market
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Is connectivity just about connecting the car?
Source: Automotive Multimedia & Communications - AMCS
Partly CLOUDY
…there are several examples of companies that ‘just connected’ their devices…
OEM
Dealer
Customer
Security
Privacy
Personalization
Connectivity Requires: Alignment of Customer, OEM & Dealer Priorities
…starting to look/sound a lot like fleet? Source: Automotive Multimedia & Communications - AMCS
Convergence of Infotainment and Safety
1. Connectivity: Embedded and brought in 2. Infotainment: The big screen, in-vehicle experience 3. Smartphone Connections: Personal content, apps, authentication We NEED solutions to address: Privacy Security Liability Recalls
Personalization
Privacy Security
The Fun Stuff!
Source: Automotive Multimedia & Communications - AMCS
Convergence of Infotainment and Safety
1. Connectivity: Embedded and brought in 2. Infotainment: The big screen, in-vehicle experience 3. Smartphone Connections: Personal content, apps, authentication We NEED solutions to address: Privacy Security Liability Recalls
Personalization
Privacy Security
The Serious Stuff!
Source: Automotive Multimedia & Communications - AMCS
New Vehicle Ownership Paradigm
• Connected Car = Always fresh/Reduce Risk & $$$ – Content – Apps – Safety Systems: High Priority – Maps – Collision avoidance and airbag algorithms: High Priority – Feature/function add-ons, updates
Source: Automotive Multimedia & Communications - AMCS
Connected Car Conclusions
• Safety, Security, CRM: Are becoming the priority
• Safety and Infotainment are Converging: But safety is the more important purchasing priority for the customer
• Managing, maintaining customer content: e.g. apps etc. in/from the cloud (or phone)
• Improved driver monitoring • Software over the air updates • Compliance
FLEET
FLEET
FLEET FLEET
FLEET
= FLEET?
FLEET
Source: Automotive Multimedia & Communications - AMCS
Lastly…What about Google?
• Apart from wanting to control the in-vehicle interface….
Source: Automotive Multimedia & Communications - AMCS
Google’s Autonomous Car
• A real provocation to the traditional automotive industry • Likely in it for the long-term. Positioning itself for the post-
driver personal transportation industry • REMEMBER – In the late 19th/early 20th century the successful
volume transportation companies made carriages!
? ?
?
Google doesn’t want to make a car that competes with yours – it wants to make a car that makes yours obsolete!
Source: Automotive Multimedia & Communications - AMCS
Be Careful what you Wish For!
• With the truly autonomous vehicle everything changes – Powertrain & Chassis becomes far less relevant – Comfort/Convenience and Infotainment features become far more important – …and so much more…
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