data-driven business models in connected … · data-driven business models qualitative insights...
TRANSCRIPT
DATA-DRIVEN
BUSINESS MODELS
IN CONNECTED CAR &
BEYOND
THE MOST VALUABLE COMPANIES OF THE WORLD
ARE DATA-DRIVEN…
Source: Bloomberg
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
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
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
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
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
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!
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
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
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%
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
ARE DATA-DRIVEN
BUSINESS MODELS IN
AUTOMOTIVE POISED TO
TAKE OFF?
DATA-DRIVEN BUSINESS MODELS: INTERVIEW PARTNERS
OF OUR STUDY
Figure: Accenture
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?
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
TODAY, THE
FULL
POTENTIAL OF
STRATEGIES IS
NOT USED.
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
COOPERATION
IS KEY.
REACH
BEYOND MOBILITY –
CONQUER
SHARE OF MIND!
MARKETS OUTSIDE MOBILITY ARE BECOMING
MORE AND MORE ATTRACTIVE FOR OEMS
Source: Accenture
CUSTOMER
CarrE
*+
#
$#
+
++
+
$
*$
#
+
+
Non-exhaustive
WE LOVE INNOVATION.
DATA-DRIVEN MODELS WILL
BOOST YOUR BRAND IMAGE!
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
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
DISCUSSION
Please get in touch with the initiators of this study to discuss:
Dr. Gabriel SeiberthDr. Wolfgang Gründinger