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DATA-DRIVEN BUSINESS MODELS IN CONNECTED CAR & BEYOND

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Page 1: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

DATA-DRIVEN

BUSINESS MODELS

IN CONNECTED CAR &

BEYOND

Page 2: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

THE MOST VALUABLE COMPANIES OF THE WORLD

ARE DATA-DRIVEN…

Source: Bloomberg

Page 3: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

Source: Accenture

… AND ARE CLAIMING OEMS CUSTOMER

INTERFACE

CustomerOEM

CarPlayInte

rfa

ce O

wn

ers

Connectivity solution

mirroring iOS interface

to car’s infotainment

system display.

Android AutoSmart driving companion bringing information

like suggested destinations, appointments,

and weather conditions to the driver.

Alexa In-Car integrationVoice-controlled, intelligent personal

assistant Alexa allowing the user to connect

the car with smart home.

Intelligent services in the car,

including virtual assistants, business

applications, office services and

productivity tools.

Messenger IntegrationConnected Vehicle Platform Integration of Uber in

Messenger App for instant

booking according to shared

location.

Ch

ina

Page 4: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

OEMS HAVE REALIZED THE THREAT AND ARE

READY TO STRIKE BACK WITH DIGITAL SERVICES

DAIMLER

EXPECTS

HUNDREDS OF

MILLIONS OF

TURNOVER

WITH DIGITAL

SERVICES

DIGITAL

BUSINESSES

SHOULD BE HALF

OF AUDI’S

TURNOVER UNTIL

2020

BMW:

THE GERMAN

APPLE

Page 5: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

50% OF REVENUE BY DIGITAL SERVICES IS

REALISTIC… BUT NOT BEFORE 2050

Carsales Aftersales Shared Mobility Data-driven Services

Today 2030 2050

2.750

720

4.000

1.200

381

Automotive / Mobility-related Revenues

889

3.770

947

1.923

2.518

53

27

50%~

Source: Accenture based on iHS, Allied Market Research, ABIresearch, BlackRock/MCK

Page 6: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

WHO WILL SNATCH THE BIGGEST PIECE OF THE PIE -

AND HOW WILL THE VALUE NETWORK BE CONFIGURED?

Source: Accenture

PREMIUM

OEMs

VOLUME

OEMs

ECO-

SYSTEM

AUTOMOTIVE

SUPPLIERS

NEW

ENTRANTS

CONNECT-

IVITY

IOT

PLATFORM

Multiple counts possible

Non-exhaustive

Page 7: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

APPLE EXAMPLE SHOWS: COMBINE PREMIUM PRODUCT WITH

SUPERIOR ECOSYSTEM TO GENERATE PREMIUM PROFITS

Source: IDC, The Korea Herold, Medium

Top 3 Smartphone Manufacturers

Marketshare in units

23,3 %

14,7 %

10 %

Global share of total profits

79,20%

14,60%

Revenue by Transaction Fees

21,6

13,2

Page 8: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

OEMS NEED TO OCCUPY THE SWEET SPOT BY

UNLOCKING THE POWER OF AN OPEN ECOSYSTEM

Data driven business models usually require both

product and business model innovation, e.g.

driverless ride-hailing service.

Business model innovation aims at rethinking

your existing business model focusing on the

customer.

Product innovation describes the relevance of

software for your product or service.

Innovation can be achieved both on a product

and a business model level.

PLATFORM n:m

PIPE 1:1

ECOSYSTEM 1:n

OEM

SWEET

SPOT

Premium Product + Premium Ecosystem

= LOCK-IN!

Page 9: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

THERE ARE THREE BASIC TYPES OF DATA

DRIVEN BUSINESS MODELS OEMS CAN APPLY

Value Added

SourcesOpen

Proprietary

Typical channels

1:1 1:M M:M

Da

ta

Ha

rve

stin

g

Da

ta M

atc

hin

g

As-a

-se

rvic

eNature of data

Purpose

• Selling to third parties

• Use for own services

Type of transaction

• B2B

• B2C

Revenue Models

• Transaction Fee

• Licensing

• Subscription

• Pay per use

• Freemium (Premium)

Dimensions

Page 10: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

THE GENERIC BUSINESS MODELS CAN BE BROKEN

DOWN INTO FIVE SERVICE DOMAINS

Bottom Line

SavingsSafeguarding

Mobility

ServicesConnected Car

Services

Customer

Experience

Car Pooling

Vehicle Sharing

E-hailing

Platooning

Bonus/loyalty schemes

Companion Apps

Concierge service

Infotainment

Performance Apps

Gamification

Experience apps

Customized settings

(seating position, radio,

etc.)

Parkingspot Finder

Real-Time Traffic

Information

(Non-legal) E-Call

Road sign recognition and

traffic law monitoring

Driver coaching

Anti-theft tracing

Breakdown Call

Product Optimization

Reduction of warranty

costs

Stock level optimization

Optimization of R&D

expenditure

Fleet Management

Driver’s condition

monitoring

Video surveillance (CCTV)

Harvesting

Matching

As-a-service

Usage-based insurance

Predictive Maintenance

Driving style

recommendation

Mobile payment

Online appointment booking

Vehicle search

Page 11: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

WHILE SOME SERVICES WILL GENERATE MOST POTENTIAL,

IMPACT ON CX AND BRANDING IS TO BE CONSIDERED

Source: Accenture based on iHS, Allied Market Research, ABIresearch, BlackRock/MCK

Mobility

Services

Customer

ExperienceConnected Car

ServicesSafeguarding

Revenue Potentials

2050

2030 1.244

4.441

Today

2.518

863

30

1.063

197

21,6

355

76

2,8

505

108

2,9 57,3

CAGR: 14,1%

Page 12: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

A STUDY JOINTLY INITIATED BY BVDW AND ACCENTURE

IDENTIFIES HOW OEMs WILL BE ABLE TO BENEFIT FROM

DATA-DRIVEN BUSINESS MODELS

Qualitative Insights

DATA-DRIVEN BUSINESS

MODELS & KEY PLAYERS

COMPETITIVE CONDITIONS

LEVERAGES

DIFFERENT TYPES OF DATA

MONETIZATION STRATEGIES &

USE CASES

COMPARISON WITH DATA DRIVEN

MODELS OF CHALLENGERS

External / Internal Expert Interviews

Page 13: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

ARE DATA-DRIVEN

BUSINESS MODELS IN

AUTOMOTIVE POISED TO

TAKE OFF?

Page 14: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

DATA-DRIVEN BUSINESS MODELS: INTERVIEW PARTNERS

OF OUR STUDY

Figure: Accenture

Page 15: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

ARE

CUSTOMERS

WILLING TO

SHARE DATA

OR PAY FOR

SEVICES?

ARE OEMs

EQUIPPED

WITH THE

NECESSARY

TECHNO-

LOGY?

THE MOST FUNDAMENTAL QUESTION IS:

ARE ALL PREREQUISITS IN PLACE?

Page 16: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

FOUNDATION FOR DIGITAL SERVICES IS LAID,

TECHNOLOGICAL READINESS YET TO BE INCREASED

WILLINGNESS TO SHARE

“Customers are willing to share data for services providing: safety and comfort”

“Customers are willing to pay for Safety and Convenience.”

“Customers are willing to pay for In-Car Entertainment.”

WILLINGNESS TO PAY TECHNOLOGICAL READINESS

vs.

Interviewees’ view on …

92% 84% 68%

“5G infrastructure is missing to boost digital

services business .”

“Ultraprecise maps are lacking to realize

certain digital services.”

n=25

Page 17: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

TODAY, THE

FULL

POTENTIAL OF

STRATEGIES IS

NOT USED.

Page 18: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

DESPITE EXISTING AWARENESS, OEMS ARE STILL

STRUGGLING BEYOND THEIR ORIGINAL HOME TURF

One offA

S-A

-SE

RV

ICE

DA

TA

HA

RV

ES

TIN

G

DA

TA

MA

TC

HIN

G

Transaction fee

Subscription

Freemium

Pay per use

OEMs still too product centric,

no substantial ecosystem play yet

and lack of digital pricing models

Revenue models:

Data

Harvesting

Data

Matching

As-a-

service

Page 19: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

COOPERATION

IS KEY.

REACH

BEYOND MOBILITY –

CONQUER

SHARE OF MIND!

Page 20: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

MARKETS OUTSIDE MOBILITY ARE BECOMING

MORE AND MORE ATTRACTIVE FOR OEMS

Source: Accenture

CUSTOMER

CarrE

*+

#

$#

+

++

+

$

*$

#

+

+

Non-exhaustive

Page 21: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

WE LOVE INNOVATION.

DATA-DRIVEN MODELS WILL

BOOST YOUR BRAND IMAGE!

Page 22: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

HOW MONETIZING DATA CAN IMPACT THE

BRAND OF AUTOMOTIVE COMPANIES

IMPACT ON BRANDlow high

high

MO

NE

TIZ

AT

IO

N

PO

TE

NT

IA

L

Customer

Experience

Safeguarding

In-car payment

In-car concierge service

Drowsiness detection systems

Connected Car

Services

Freemium

Services

“Freemium” Navigation Apps

Mobility

Services

Car Sharing

Page 23: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

RECOMMENDATIONS DERIVED FROM THE STUDY

• USE CUSTOMER DATA TO PREPARE

FOR FUTURE BUSINESS MODELS

• IN A FAST-EVOLVING ENVIRONMENT

ALSO COMPETITORS ARE GROWING

• COMBINE EMOTIONS OF PHYSICAL

PRODUCTS WITH DATA-DRIVEN

EXPERIENCES

• BECOME RELEVANT IN DIGITAL

EVERYDAY LIFE OF YOUR CUSTOMER

• CATCH UP WITH TECH COMPANIES IN

ECOSYSTEM VALUE CREATION

Page 24: DATA-DRIVEN BUSINESS MODELS IN CONNECTED … · data-driven business models qualitative insights data-driven business models & key players competitive conditions leverages different

DISCUSSION

Please get in touch with the initiators of this study to discuss:

Dr. Gabriel SeiberthDr. Wolfgang Gründinger