unander_ telematicsvalley
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W001 - World VisionsOrario 09.30 – 13.00Sala 4TECHNOLOGIES, PARTNERSHIPS & BUSINESS MODELSDeveloping new value-added services in the navigation marketsTRANSCRIPT
Jan UnanderExecutive DirectorTelematics Valley
Challenges for the Automotive Industry and Telematics opportunites
Telematics Valley
• Non profit organisation
• Established 2001
• 47 members
• European organisation
• Collaboration community
• Focus on business
• Not a Science Park
• Workshops, seminars, conference
• Based in Gothenburg, Sweden
Automotive IndustryChallenges
• Traditional car business model under threat
• Future alternative business models unclear
New rules in Europe ‐ 2003
Block Exemption is gone
– Any vehicle distributor can sell any brand– Any vehicle workshop can do warranty work on any brand (if fulfills certain standards)
– Information access to all players
Spares and services
approx. 70% of the profit
What happens?
TIER114,000 workshops141 Countries
New players ‐ wholesalersConsolidating themarket
Consequence
• Less visits at dealers– First owner– Second, Third owner
• Less feedback from vehicle status• Reduced brand loyalty
OEM lose the customer relation
and thus loyalty
Decreased revenues
• New car sales
• Service and spares
• Acessories
Can today’s telematics driven services contribute to loyalty?
Difficult to create attractive services?Frequency of use
Perceivedvalue
ECall
Navigation
My car.com
© Jan Unander
Frequency of use
Perceivedvalue
ECall
Navigation
My car.com
Difficult to create attractive services?
© Jan Unander
Frequency of use
Perceivedvalue
ECall
Navigation
My car.com
Hands freetelephony
E‐Mail
SMS
True needRELATIONS
There are attractive services!
© Jan Unander
How are car services generated?
Internetdrivenservices
Hardwaredrivenservices
OEMDrivenservices
Internet cloud
Apps
Developer
Cars
App‐store
Is this the new gold mine?
Internet drivenServices
• Attractive applications are key to success• I‐Phone business model – revenue sharing was a
winning factor – today adopted by more suppliers• Market penetration attracts developers (Nokia 41%,
I‐Phone 11%, TomTom?%)• Need marketing channel – App stores• Applications needs big volume to give big business• Car centric services not enough volumes• Car OEMs have to accept consumer services
Internet driven services?Frequency of use
Perceivedvalue
Skype
MSN
Spotify
RelationsListen, Talk!
RelationsRead,Look!
© Jan Unander
Conclusions
• Services
– Not always safe to consume
– Not always easy to use
• Business model
– Small market
– Same consumer want one subscription
– Drive bandwidth – restrictions
– Low income for all parties
Safe/Secure services
• ECall*
• BCall
• Lock/ unlock door
• Immobilizer
• Honk the horn
* EC –all new cars in Europe must have eCall from 2014i.e. a telematics platform will be in the cars by default.
Safety/security driven services?Frequency of use
Perceivedvalue
ECall
Honk the horn
Lock/unlock
BCall
Immobilizer
© Jan Unander
Conclusions
• Services
– Functions not services
– Negative ‐ insurance
• Business model
– Not prepared to pay for
Ownership
• Vehicle technical status• Proposals of actions• Commercial offers• MyCar.Com
Conclusion
• Services
– Marketing not services
• Business model
– Not prepared to pay for
The internal business case
Challenges• Very high warranty cost • New financial solutions for driving a car• Block exemption gone – lose contact with owner –
need to keep in touch (2:nd, 3:rd owner)
Phase 1Capture Fleet
Phase 2LUSvehicles
Phase 2,5LUS vehiclesfrom production
Production start
Delivery todealers
0200400600800
1000120014001600
1 2 3 4 5 6 7 8 9 10 11 12
Series1Series2
12
3
Months
Reduce warranty costNum
ber of defects
= With Proactive M.=Without ProactiveM.
© Jan Unander
Conclusion
• Through an telematics based early warning system cost can be reduced throughout the life cycle of the car.
• Ford estimate warranty cost >$650/ vehicle
• JD Power rating better – sales better
New financial solutions
• Private leasing
• Extended warranty
• Service contracts
Conclusion
• When contracts replace purchasing yesterdays income becomes a cost in contracts
• Relations are kept longer with contracts
Keeping relation with owners
• Need a communications channel to reach owners (going to independent garages)
• 2:nd and 3:rd owners are very hard to identify
Conclusion
• Creating adapted offers communicated via telematics will improve relation and business
• Special offers to 2:nd and 3:rd owners that have special needs
Summary Car manufacturers
• Probably few Internet based car adapted services ‐low income
• Safe and security services are functions ‐ difficult to charge for
• Controlled ownership services are Marketing Tools – no income
• Internal business case is a huge profit maker and decisive for the car manufacturers survival
Message
TELEMATICS IS THE ENABLER AND SHOULD BE FACTORY FITTED IN ALL
CARS*
THE BUSINESS CASE IS ALREADY THERE
eCall will force car manufacturers to install a telematics platform from 2014 anyway.
Thank you