automotive academy styria connected car searching for successful business models jurgen moerman, ceo...
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Automotive Academy Styria
Connected CarSearching for successful business models
Jurgen Moerman, CEO
GrazJune21st, 2012
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Founded 2009
Offices in NLD (Eindhoven/Best & Valkenburg) and USA, Ca (Santa
Rosa)
Tarriffic’s core competence can be summarized into 3 steps:
To develop soft-, hardware, and data management solutions for
1.generic devices (smartphones, tablets)
2.to interact with a closed environment
3.in a controlled way
Real time controlling
Connected House, Connected Car, Connected anything….
About ourselves
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To be successful tomorrowyou need to know the history of
Connected Car / Telematics
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Telematics: a troublesome history
First wave 1995-2000
Initiated by OEM’s
Technology driven
No channel strategy
Proprietary solutions
High development and production costs
High admin efforts at Point Of Sales
No business case for user or OEM
Low success rate
Abandoned by most OEM’s
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Telematics: a troublesome history
Second wave 2003-2010
Initiated by ‘Integrators’
Combine existing resources into 1 proposition for OEM’s
Proprietary solutions
Substantial development and operational cost
Users cannot choose content freely (package-deals)
Limited success rate
Rejuvenated via eCall initiative
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Telematics: a troublesome history
Third wave 2010->
Initiated by end-users
Proliferation of mobile high-speed internet
Everything has an IP address
Introduction smartphones
Low development cost
Low operational cost
Generic hardware
Users have free choice
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…meanwhilein the outside world…
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‣ iPhone introduction USA
‣ Revolution: complete turn-around in telephony & computing
2007: Revolution
Hardwaredriven
Softwaredriven100+ Nokia’s and SE’s
Focus on tech spec’sFunctionality embedded Non-upgradeableVery short life cyclesLack of continuity for user
OS determines user experienceFocus on customizationFunctionality is upgradeableHW life cycle 2+ yearsStability for user; migration within platform
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Consequence for mobile solutions
Hardware
Software
Old situation New situation
•Proprietary•Functionality from hardware
EmbeddedLimited upgradesClosed/no ecosystem
tablet smartphone
Generic
Functionality from softwareUpgradeableOpen ecosystem
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Smartphones accelerated Connected Car
But how to make money?
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Key Stakeholders Connected Car
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It’s a crowded marketplace
Stake-holder
s
Telco
ContentHW-SW
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Obstacles for success
Many stakeholders, esp. OEM’s, did not decide their role yet
Commoditization forces many companies to look ‘over the boundaries’
A market standard is needed to attract appealing content
Automotive industry is not capable of achieving this:
-Too many stakeholders
-Too much invested money, often in obsolete technology
-Too many different agenda’s
“…we will co-operate as long as our technology will win…”
Standard will likely come from ‘the outside’
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Who owns the data?
Essential element in current discussion
OEM’s think it belongs to them
Content providers think they at least should have access
EU thinks customers should be in control
Yet to be decided whether the customer can determine this freely
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Connectivity types
Embedded
Tethered
Smartphone
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What users want:
Their own customized environment; everywhere
Regardless of what car they drive
Appealing content
Free choice
Flexibility
Continuity along with platform evolution
No lessons learned
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The way forward
No mainstream standard = No Ecosystem = No Connected
Car
Include safety standards for user interface and system security
Listen to what users want
Smartphones will be an essential part
eCall and smartphones are the ‘pace-makers’
Successful solutions might be surprisingly uncomplicated
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Our Solution
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Thank You / Danke!
Any questions?