The new deal on car web radio data starts with the good old radio
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Transcript of The new deal on car web radio data starts with the good old radio
The Customer is King Whoever deals with the customerʼs data
is the New Emperor
Workshop Gütersloh, May 19th, 2014
A sociological perspective at car customers and automobile data by
Alfred Fuhr, M.A. Fuhrwerk, Bureau für Kundensoziologie der automobilen Gesellschaft
Frankfurt am Main
Alfred Fuhr M.A. Founder & Head of AvD Institute for Traffic Sociology
Frankfurt /Main, Germany
1998-2010
About me:
The paradoxes of automobility: The user of an automobile is not really auto-mobile …
The role of Media: How TV has created a new form of automobility in Germany which has nothing to do with moving from A to B
ROI of consumer-oriented sociological research
Studies, statistics & evaluations ̶ Analyses of driving and in-car behaviour
Restructuring motives: The Automobile Habitus ̶ General concept of automobile habitus
Strategies for understanding & developing drivers as customers ̶ Bundles of motives, differentiated needs and wants
• Origin: French sociologist Pierre Bourdieu’s theory of social research of taste and about the marriage strategies of peasants in France
• Description: It combines the objective study of the world with a reflexive knowledge of the specific subject(s) of the study
References
Since 2011 :
• Master of Communication & Leadership (Quadriga Hochschule, Berlin)
• Founder of Fuhrwerk, Bureau für Kundensoziologie der automobilen Gesellschaft , Frankfurt a.M.
Since 2011 :
Core competencies and topics: • Retrofuture • Paradoxes of automobility • Habitus of drivers • Issue management • Strategy • Social Media • Big Data
Since 2011:
“Behind every great man there is a great woman” • Research • Information management • Accounting • Sparring partner • Editor • Translator
Elka Sloan
Current projects include
Targeting new Customers
Digital Curator
Retrofuture?
The return of the ‟new mobility“
E-mobility Network
Sensors & Embedded Computers in the Car
Car-to-Car Communication Connected Cars
1956
, 29/01/2013:
Elmar Degenhardt, CEO of Conti: The technology for driverless cars is fully developed. Get ready to read your mails and the morning paper while commuting to work.
This is how people use media in cars
Today the car is the catalyst
of the behavioural mechanisms of modern
industrial society ZÜND UP
(Swiss Artists Group, 1967/72)
The decline of the “industrial” automobile society
Nice Retro Design Car RX7
“Big Data is notable not because of its size, but because of its
relationality to other data. Due to efforts to mine and aggregate
data, Big Data is fundamentally networked”.
(Prof. Danah Boyd , Principal Research,,Microsoft Institute , NY)
Digital Disruption. New Car Network Business Models?
The car as a ‟mobile device“
The Birth of a Postindustrial Google Automobile Data Society ?
Internet of things
So, “What is to be done?”
1996 -2001 Retrospective: Telematics as a failed technology & business model
The Victory of the “Njet-Set”
• Only a few OEMs as “partners”
• GPS Car navigation
• High Prices & Costs for Mobile Phones
• Dotcom Culture
• No Smartphones / no Internet in the car/ no cloud computing …
Vehicle data
Customers Stakeholders
Vehicles
The big picture: Vehicle data
Car Radio Oldie but Goldie. Turn your radio on.
Radio converges with the smart phone: Now we are online … via bluetooth or cable
Users: Broadcasters & Advertizers
Advantages:
• Data bases
• Decision-making
• Increase advertizing effectiveness
• New billing scenarios
• New diversified advertizing horizons
• Happy listeners
Added value:
• Online Marketing Technologies (Targeting, Reporting)
• Combined with Geodata
Business model: Bertelsmann arvato car data targeting
Business Case: Connect the radio to the internet, e.g. Radio Nürburgring (Formula 1)
F1 Fans listen to Radio Nürburgring, they use an i-phone App of Radio Nürburgring …
The Customer is King - Whoever deals with the customerʼs internet car radio data is the New Emperor
Thank you for your attention Iʼm looking forward to discussing this with you
DAB+ / Internet Internet
m2m / Internet Internet
DAB+
Internet
m2m
Internet
Broadcast Audience Reporter Reach
User Behaviour Geo-Position
Device-ID
Big Data DATA Dealer
Slotinfo Prices Rebates
Advertising Booked, e.g. RMS
Added Value Data New Customers
New targeting technology for new very Big Data: The Broadcast Audience Reporter