the automobile becomes the automobile: how does the mobility revolution impact automotive business...
TRANSCRIPT
The AUTOmobile becomes the autoMOBILE How does the mobility revolution impact automotive business models?
Dr. Sebastian Wedeniwski IBM Distinguished Engineer, CTO Automotive Industry
Three primary disruptors are causing industry boundaries to blur and even disappear
Expectdigitalengagementandexperiences
Canbecompelledtoco-createproductsandstrategy
Tapsintointelligentvehiclecapabili:es
Createsnewofferingsviaconsumer-drivenrequirements
Enablesnewpathstoenterprisegrowth
Createsnewopportuni:estocollaboratewithinandoutsidetradi:onalindustryborders
ExternalFactors
Source: IBM Institute for Business Value: Automotive 2025 – Future trends and the transformation of the Automotive Industry
Agenda
Ø Consumers: Digital disruption into the physical world Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles Ø Critical business competencies in a globally transforming digital age
Customer experience: Do we LOVE our cars?
You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
“”
Customer experience: Do we LOVE our cars?
You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
“”
• Is buying a car a good customer experience today? • Is car insurance a good customer experience today? • Is car maintenance a good customer experience today? • Is parking a good customer experience today? • Is car trading a good customer experience today? • …
This is the entry for other industries!
Connected Car Life Style
Consumer Generation 2010 2020 Grown
up Defines Invent
Traditionalist (born <1946) Silent Generation
4% 1% Books Fax
Baby Boomers (1946-1964) Growth Economies Generation
38% 22% TV PC
Generation-X (1965-1976) Tales for an Accelerated Culture
21% 20% PC Mobile Phone
Millennials (1977-1997) Digital Natives (Gen-Y)
37% 50% PC & Internet
Google & Facebook
Gen-2020 (born > 1997) Hyper connected
0% 7% Mobile Media
iPhone Apps
The nature of the consumers is changing OEM
The History Historically the
Dealer-to-Consumer relationship,
supported by the Business-to-Dealer
relationship have been the key
relationships in the automotive industry.
The Opportunity 1. Digital technologies will enable OEMs to establish a much closer customer relationship. 2. In addition the “Connected Car” opens up new “Vehicle to Consumer” (V2C) and “Vehicle to Business” (B2V) relationships.
Dealer Vehicle
B2D
D2C V2C
V2D
B2V B2C
Agenda
Ø Consumers: Digital disruption into the physical world Ø Mobility: The mobility revolution in the automotive industry Ø Ecosystem: Inside, related, and beyond connected vehicles Ø Critical business competencies in a globally transforming digital age
How has the car changed since 2007? Too many improvements to summarize all…
How has the mobile, mobility and IoT changed since 2007? The smartphone as the key to mobility!
iPhone (1st generation) first released June 29, 2007
iPhone 6 first released Sept 19, 2014
Creating new products and business models!
Driving engagement and customer experience!
Accelerating advances in technology…!are transforming every part of business!
Advancedanaly2csProductlifecycleCloudPervasiveconnec2vityEmbeddedsensors
Mobility is getting from A to B
The “Amazon of Mobility” is a Network Ecosystem
Start
Preferences • Time • Costs • Simplicity • Comfort • …
Use Case • Business • Leisure • Shopping • …
Travel destination
One check-in … keep your personalities always with you … one payment
Agenda
Ø Consumers: Digital disruption into the physical world Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles Ø Critical business competencies in a globally transforming digital age
Personalized Experiences Example – Business Traveler Use Cases
MobileDevices
Avionics
QuickServiceRestaurant
IntegratedResort
Car
InternetofThingsNewEmergingDevices
e-Token/Cogni:veKey
DigitalSignage
POS
Connec:vityTechnologies
ContentIntegra:on Triggers
Personaliza:onPreferences•Brands•LifestyleEntertainment•Merchants
Ac:vi:es•Travel
IBM – Panasonic Cross Value Innovation for New Business Models
Internet of Things Automotive centric Ecosystem – B2B2C Customers & Collaboration Partners
• Autonomous Car for Car Rental Apps with e-check in/out at airports
• Integrated Dealership Experience with KIOSK and Intelligent Agents
• Car Centric e-payments for QSR and Intelligent /Personalized Offers
• Real Estate Agents Car
IoT Devices (w/ APIs)Design & Development & Manufacturing
Capabilities
IoT Cloud SolutionsDesign & Development & Manufacturing
Capabilities
Core Technologies
Vertical Domains B2B2C Know-How
Inside-out VehicleCognitive
Cloud
IBM Global Payment Security Operation Center
Moving Object Map Analytics
Cognitive Agent
Outside-in Vehicle
ADAS ComponentRear Seat EntertainmentOnboard Charging SystemElectrification ComponentsBatteriesCamerasSensorsNavigation
Display Audio Head up displaySmart DisplayCockpit System
• Contextual Personalized Brand Life Style Content Delivery at all IBM & Panasonic B2B / B2B2C touch points
• Integrated Parking & e-payments
• Car Surround View User Generated Content
• Car Centric Stadium Apps for Tailgate and Parking type events
• Fleet Solutions
ConnectedHealthcare
• HealthPresence• ExtendedCare• Pa:entMedia
Monitoring• I-ServicesinHC• Pa:entRoomof
theFuture• ExtendedCare
• CityInfrastructureMgt.
• RemoteExpertforGov.
• UntetheredEmployee
ConnectedCity
• MobileShopperExperience
• DigitalSignage• KIOSK• SmartLocker• RemoteExpert• Demographic• Untethered
Employee• Store,Social,
Opera:onalAnaly:cs
ConnectedRetail
• Interac:veBankingKiosks
• IntegratedRemoteExpertMobileAdvisor
• ConnectedAnaly:csforRetail
ConnectedOmni-Channel
Connected Solutions
Customer Experience
Strategy
• Interac:vePOSKiosks
• DigitalContentHub
• e-payments• Connected
Analy:csforQSR
• Food/Logis:cs• Security
ConnectedQSR
• BrandLifeStylePersonaliza:onthruPanasonicConnectedScreens
• Loca:onBasedCarLifeStyleServices
• e-payments• BIGDATA• Security
ConnectedCar/
Mobility
Driver Insights Vehicle Insights Infrastructure Insights
Agenda
Ø Consumers: Digital disruption into the physical world Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles Ø Critical business competencies in a globally transforming digital age
The value chain needs to be changed to implement it
Development Produc:on Sales AVer-salessupport
Digitaliza:onoftheindustry:AmovefromtheAUTOmobiletotheautoMOBILE
Core processes of the classic business model in the automotive industry
Procurement&produc:on
Salesanddigitalaccess
Digitalproduct
integra:on
Value-addedservices
Core processes of the business model in the mobility industry
AUTOmobile in order to emphasize ‘Auto’ – the German word for car
AutoMOBILE to emphasize the mobility of travelling from one place to another
IBM IoT Automotive value is delivered in four foundational areas
Devices&NetworksConnect devices into platforms Hardware, networking, and operating systems infrastructure
IndustryTransforma:onEvolve new business models and brain-inspired systems autoMOBILE with IBM to evolve three different lifecycles in automotive with their industry data curation
Applica:ons&Solu:onsMask complexity and reduce risks
PlaZorms Build and manage IoT solutions and ecosystems Engineering and programming platforms
Infotainment Multimodal travel services
Concierge services
Vehicle health diagnostics
Services as yet unknown
Pay how you drive insurance
Alternatives to ownership
Commerce services
Over the air Driver health services
The Digital Innovation Platform
IBM Bluemix
IBM Internet of Things for Automotive Vision “autoMOBILE with IBM” Three different lifecycles are evolving
Development* Produc0on* Sales* A5er6sales*support*
Digitalisa0on*of*the*industry:*A*move*from*the*AUTOmobile*to*the*autoMOBILE*
Procurement*&*produc0on*
Sales*and*digital*access*
Digital*product*integra0on*
Value6added*services*
Product:)minimalis0c*travel*capsule*
*Product)development:)
Raw*material*produc0on,*manufacturing*of*basic*
parts,*assembly**
Manufacturing)type:)Build*to*stock*
*Focus)of)subsystems:)Drive*system,*chassis,*
bodywork*!
Business)domain:)Physical*produc0on*&*outbound*logis0cs*
Product:)Travel*capsule*&*periphery*
*Product)development:)
3D*printer,*connect,*replace*
*Manufacturing)type:)
Build*to*order**
Focus)of)subsystems:)Interior/equipment,*electricals/electronics*
!Business)domain:)
Sales*&*digital*access**
Product:)autoMOBILE*
*Product)development:)
So5ware*Defined*Environment*
*Manufacturing)type:)
Digital*copy**
Focus)of)subsystems:)Communica0on*&*entertainment,*electr(on)ics*
!Business)domain:)
Digital*product*integra0on*&*value*added*services*
Industry-specific Transformations
Applications & Solutions
Platforms
Devices & Networks
IoT for Automotive
Vehicle Insights Driver Insights Infrastructure Insights
Today, 89 business competencies in the automotive industry
Corporate'leadership'
Research'&'development'
Procurement'&'inbound'logis1cs'
Produc1on'Marke1ng'&'
communica1on'Sales'&'
outbound'logis1cs'Financial'service'
AAerBsales'support'
Human'resources'
Quality' Finance'&'controlling' Infrastructure'Corporate'
support'service'
Leadership'domain'
Core'business'domains'
Administra,on'domains'
Support''domains'
Planning'&'management'system'
Internal'control'system'
Repor1ng'&'indicators'
Accoun1ng,'financial'statement'
Treasury'
Financial'market'communica1on'
Goals,'values,'principles'
Corporate'strategy'
Business'&'process'structure'
Integrity'&'law'
Risks'&'finance'
Safety'&'security'
Corporate'documenta1on'
Environment'
HR'management'&'process'
Human'resource'policy'
HR'planning'&'organisa1on'
Opera1on'control'
Evalua1on'
Entry'&'exit'
Opera1on'&'development'
Administra1on'&'remunera1on'
Understanding'of'quality'
Quality'planning'
Quality'improvement'
Quality'evalua1on'
Performance'evalua1on'
Quality'assurance'
Problem'and'error'processing'
Quality'documenta1on'
Planning,'requirement,'change'
Research'&'preBliminary''develop.'
Standard,'method,'process'
Tes1ng'&'valida1on'
Concept,'design,'construc1on'space'
Development'&'engineering'
Product'data'&''documenta1on'
Procurement'strategy'
Logis1cs'planning'&''management'
Supplier'rela1onship'
Supplier'evalua1on'
Purchase'awarding''&'contract'
Produc1on'supply'
Procurement'op1misa1on'
Produc1on'planning'&'management'
Equipment'planning'
Produc1on'assurance'
Series'prepara1on'
Manufacturing'
Assembly'&'intralogis1cs'
Corporate'communica1on'
Corporate'&'brand'iden1ty'
Marke1ng'concept'
Execute'
Control'
Direct'
Market'analysis'&'success'evalua1on'
Marke1ng'measures'
Edi1ng'&'Proofreading'
Media'archive'
Produc1on'process'&'simula1on'
Sales'strategy'&'client'
Sales,'demand,'stock'
Distribu1on'system'
Sales'performance'
Qualifica1on,'quote,'contract'
Order'&'distribu1on'
Acceptance'&'documenta1on'
Distribu1on'op1misa1on'
Financial'service'strategy'
Guideline,'process,'risk'
Evalua1on'&'sustainability'
Performance'measurement'
Financial'services'contract'
Bank'&'credit'
Insurance'
Customer'voice'
Connected'vehicle'
Customer'&'vehicle'data'
Product'monitoring'
Warranty'&'goodwill'
Standard,'equipBment,'informa1on'
Loca1on'planning'
Facility'&'site'safety'
Equipment'&'supply'
IT'opera1ons'
Knowledge'&'ideas'
Law'&'regula1ons'
IT'development'&''documenta1on'
Assistance'
IT'planning'
Project,'por[olio,'process'
Corporate'leadership'
Procurement'&'inbound'logis1cs'
Phy.'produc1on'&'outbound'logis1cs'
Marke1ng'&'communica1on'
Sales'&''digital'access'
Financial'service'Digital'product'intgr.'&'value'added'servic'
Human'resources'
Quality'Finance'&'Controlling'
Corporate'support'service'
Infrastructure'
Leadership'domain'
Core'business'domains'
Administra,on'domains'
Support''domains'
Planning'&'management'system'
Internal'control'system'
Repor1ng'&'indicators'
Accoun1ng,'financial'statement'
Treasury'
Financial'market'communica1on'
Goals,'values,'principles'
Corporate'strategy'
Business'&'process'structure'
Integrity'&'law'
Risks'&'finance'
Safety'&'security'
Corporate'documenta1on'
Environment'
HR'management'&'process'
Human'resource'policy'
HR'planning'&'organisa1on'
Opera1on'control'
Evalua1on'
Entry'&'exit'
Opera1on'&'development'
Administra1on'&'remunera1on'
Understanding'of'quality'
Quality'planning'
Quality'improvement'
Quality'evalua1on'
Performance'evalua1on'
Quality'assurance'
Problem'and'error'processing'
Quality'documenta1on'
Planning,'requirement,'change'
Procurement'strategy'
Logis1cs'planning'&''management'
Supplier'rela1onship'
Supplier'evalua1on'
Purchase'awarding''&'contract'
Produc1on'supply'
Procurement'op1misa1on'
Produc1on'planning'&'management'
Equipment'planning'
Produc1on'assurance'
Engineering,'series'prepara1on'
Manufacturing'
Assembly'&'intralogis1cs'
Corporate'communica1on'
Corporate'&'brand'iden1ty'
Marke1ng'concept'
Execute'
Control'
Direct'
Market'analysis'&'success'evalua1on'
Marke1ng'measures'
Edi1ng'&'proofreading'
Media'archive'
Produc1on'process'&'simula1on'
Sales'strategy'&'client'
Sales,'demand,'stock'
Distribu1on'system'
Sales'performance'
Qualifica1on,'quote,'contract'
Order'&'personalisa1on'
Acceptance'&'documenta1on'
Distribu1on'op1misa1on'
Financial'service'strategy'
Guideline,'process,'risk'
Evalua1on'&'sustainability'
Performance'measurement'
Financial'services'contract'
Bank,'credit,'payment'portal'
Insurance'
Customer'voice'&'contact'
Network'Ecosystem'
Customer'&'vehicle'data'
Product'monitoring'
Warranty'&'goodwill'
Standard,'equipBment,'informa1on'
Loca1on'planning'
Facility'&'site'safety'
Equipment'&'supply'
IT'opera1on'
Knowledge'&'ideas'
Law'&'regula1ons'
IT'development'&''documenta1on'
Assistance'
IT'planning'
Project,'por[olio,'process'
Vehicle'fleet'&'mobility'service'
Technology'&'development'
Research'&'preBliminary''develop.'
Standard,'method,'process'
Tes1ng'&'valida1on'
Concept,'design,'construc1on'space'
Development'
Product'data'&''documenta1on'
Business competencies of the changing business architecture for the autoMOBILE value chain Primary focus on building up digital and mobility competencies
…further details
The Mobility Revolution in the Automotive Industry: How not to miss the digital turnpike!
The Internet of Things, Cloud Computing, Connected Vehicles, Big Data, Analytics – what does this have to do with the automotive industry? This book provides information about the future of mobility trends resulting from digitization, connectedness, personalization and data insights. The automotive industry is on the verge of undergoing a fundamental transformation. Large, traditional companies in particular will have to adapt, develop new business models and implement flexibility with the aid of appropriate enterprise architectures. Transforming critical business competencies is the key concept. The vehicle of the digital future is already here –who will shape it?
http://www.springer.com/us/book/9783662477878 http://www.springer.com/de/book/9783662447826
Dr. Sebastian Wedeniwski IBM Distinguished Engineer CTO Automotive Industry IBM Japan Ltd. [email protected]