歐洲汽車廠商調(diào)研處于十字路

409歐洲汽車廠商調(diào)研-處于十字路2023/5/26歐洲汽車廠商調(diào)研處于十字路AgendaTelematicsstatusquoResultsofEuropeanTelematicsSurveyAnalysisofmajorchallengesintelematics歐洲汽車廠商調(diào)研處于十字路TechnologydrivesTelematicsWirelessLocalAreaNetworks

(e.g.Bluetooth,802.11b,RFID)WirelessInternetTechnology(e.g.UMTS,GPRS)Powerful

Userinterfaces

(e.g.voice,XML,multidevice,miniaturization)Elementsofourenvironmentarebecomingincreasingly…ConnectedInteractiveIntelligentMobileComputingPlatforms(e.g.WinCE

forAuto,

LINUX,QNX)歐洲汽車廠商調(diào)研處于十字路TelematicsasBusinessOpportunityOEMsconsidertelematicsasachancefornewstreamsofrevenuesNewEntrantsinValueChainAggressivePushtoInnovationCompetitorsDecreasingCustomerLoyaltyIncreasingMarketTransparencyCustomersMarketSaturationDecreasingProductMarginsDifficultBrandDifferentiationMarketLiberalizationofDistribution

ChannelsChangingLegalContext歐洲汽車廠商調(diào)研處于十字路SubscriptionFeesmCommerceInsurancepermile…QualityImprovementCustomerLoyaltyVehiclePartsServices…HardwareSalesCostReductionProcessAlignmentWorkingCapitalReduction…TelematicsBenefitsCore

BusinessNew

BusinessIndirectEffectsDirectEffectsTelematics

BenefitsforOEMs歐洲汽車廠商調(diào)研處于十字路Togetuptospeedquickly,OEMshavebeenrushingtoinvestheavilyintelematics1However,customershavedemonstratedonlymoderatedemandandwillingnesstopayfordevicesandservices2Asaconsequence,today’s$1-5Bmarketvolumeis2-10foldlowerthannumberspredictedin20003andforecastsarecontinuouslyscaleddownfurther4Dealingwithenormoussunkcostsandlackingprofitability,OEMsareconcernedthatduetocompetitivepressuretelematicsofferingsmaybecomeanother?cost-of-doing-business“(suchasairbags)Facinganincreasinglyuncertainmarket,OEMsarecurrentlyreassessingtheirtelematicsstrategiesPayBack?1GMOnStar:$1.2B,FordWingCast$200-250M3comparedtoUBSWarburgestimatesin20002DuckerInc.,TelematicsSurvey20024McKinseyQuarterly,“Aroadmapfortelematics”,04/2002

歐洲汽車廠商調(diào)研處于十字路KeyMessagesTelematicsStudy(1/2)TelematicsisofincreasingimportanceTelematicsisacompetitivenecessityTelematicswillprimarilybeusedtoenhancethecorebusiness

(CRM,Hwsales,branddifferentiation,costreduction)Newstreamsofrevenuearebecomingmoreimportant

(servicerevenue,mCommerce,usagebasedbusiness)Vehicle-relatedservicesarethemainfocus,butnon-vehiclerelatedservicesarebecomingmoreimportant歐洲汽車廠商調(diào)研處于十字路KeyMessagesTelematicsStudy(2/2)OEMsdominatethetelematicsmarketby…ControlofbusinessarchitectureandalliancepartnersControltechnologythroughtheusageofproprietaryinfrastructurePremiumcustomerwillremainthemostimportantcustomersegmentAftermarketprovidersdon’tposeasignificantthreatTheriskofliabilitychargeswillbesignificantTrafficsafety/dataprotectionlegislationwillimpacttelematicsrevenues歐洲汽車廠商調(diào)研處于十字路OEMSystemsIntegration

(CRM,RD,M&S,Productionetc.)RemoteDiagnosticsEmergency&RoadSideServicesLocation-Based

ServicesIntegrationwithHomeandOfficeUsage-BasedServices(e.g.insurancebythemile)AutomaticMobilePaymentsInfotainment

ContentMobileClients

IntegrationOEMs′VisionFleetSystemsIntegrationCustomerfacingcapabilitiesNon-customerfacingcapabilitiesRemoteFunction

ControlDynamic

NavigationVehicleMonitoringFleetManagementDealerSystemsIntegrationDriver

Monitoring歐洲汽車廠商調(diào)研處于十字路CustomerKnowledgemainChallengeVeryHigh

ImportanceVeryLow

Importance-MainChallengesPerceivedbyOEMs-StrategicChallengesDefineStrategyCreateCustomerDemandIdentifyCustomerNeedsAttractiveBusinessCaseInternalProgramManagementExternalProgramManagementFront-EndTechnologyCompetitionbyotherOEMsBuildingTechnologyInfrastructureCompetitionbynon-OEMProviders歐洲汽車廠商調(diào)研處于十字路MismatchofOEMs’FocusPotentialbenefitsasseenbyOEMsToday'sOEMfocusStrategy,nottechnologyshoulddrivetelematicsBalancecustomerfacingto