The Customer is King Whoever deals with the customerʼs data

is the New Emperor

Workshop Gütersloh, May 19th, 2014

A sociological perspective at car customers and automobile data by

Alfred Fuhr, M.A. Fuhrwerk, Bureau für Kundensoziologie der automobilen Gesellschaft

Frankfurt am Main

Alfred Fuhr M.A. Founder & Head of AvD Institute for Traffic Sociology

Frankfurt /Main, Germany

1998-2010

About me:

The paradoxes of automobility: The user of an automobile is not really auto-mobile …

The role of Media: How TV has created a new form of automobility in Germany which has nothing to do with moving from A to B

ROI of consumer-oriented sociological research

Studies, statistics & evaluations ̶ Analyses of driving and in-car behaviour

Restructuring motives: The Automobile Habitus ̶ General concept of automobile habitus

Strategies for understanding & developing drivers as customers ̶ Bundles of motives, differentiated needs and wants

• Origin: French sociologist Pierre Bourdieu’s theory of social research of taste and about the marriage strategies of peasants in France

• Description: It combines the objective study of the world with a reflexive knowledge of the specific subject(s) of the study

References

Since 2011 :

• Master of Communication & Leadership (Quadriga Hochschule, Berlin)

• Founder of Fuhrwerk, Bureau für Kundensoziologie der automobilen Gesellschaft , Frankfurt a.M.

Since 2011 :

Core competencies and topics: • Retrofuture • Paradoxes of automobility • Habitus of drivers • Issue management • Strategy • Social Media • Big Data

Since 2011:

“Behind every great man there is a great woman” • Research • Information management • Accounting • Sparring partner • Editor • Translator

Elka Sloan

Current projects include

Targeting new Customers

Digital Curator

Retrofuture?

The return of the ‟new mobility“

E-mobility Network

Sensors & Embedded Computers in the Car

Car-to-Car Communication Connected Cars

1956

, 29/01/2013:

Elmar Degenhardt, CEO of Conti: The technology for driverless cars is fully developed. Get ready to read your mails and the morning paper while commuting to work.

This is how people use media in cars

Today the car is the catalyst

of the behavioural mechanisms of modern

industrial society ZÜND UP

(Swiss Artists Group, 1967/72)

The decline of the “industrial” automobile society

Nice Retro Design Car RX7

“Big Data is notable not because of its size, but because of its

relationality to other data. Due to efforts to mine and aggregate

data, Big Data is fundamentally networked”.

(Prof. Danah Boyd , Principal Research,,Microsoft Institute , NY)

Digital Disruption. New Car Network Business Models?

The car as a ‟mobile device“

The Birth of a Postindustrial Google Automobile Data Society ?

Internet of things

So, “What is to be done?”

1996 -2001 Retrospective: Telematics as a failed technology & business model

The Victory of the “Njet-Set”

• Only a few OEMs as “partners”

• GPS Car navigation

• High Prices & Costs for Mobile Phones

• Dotcom Culture

• No Smartphones / no Internet in the car/ no cloud computing …

Vehicle data

Customers Stakeholders

Vehicles

The big picture: Vehicle data

Car Radio Oldie but Goldie. Turn your radio on.

Radio converges with the smart phone: Now we are online … via bluetooth or cable

Users: Broadcasters & Advertizers

Advantages:

• Data bases

• Decision-making

• Increase advertizing effectiveness

• New billing scenarios

• New diversified advertizing horizons

• Happy listeners

Added value:

• Online Marketing Technologies (Targeting, Reporting)

• Combined with Geodata

Business model: Bertelsmann arvato car data targeting

Business Case: Connect the radio to the internet, e.g. Radio Nürburgring (Formula 1)

F1 Fans listen to Radio Nürburgring, they use an i-phone App of Radio Nürburgring …

The Customer is King - Whoever deals with the customerʼs internet car radio data is the New Emperor

Thank you for your attention Iʼm looking forward to discussing this with you

DAB+ / Internet Internet

m2m / Internet Internet

DAB+

Internet

m2m

Internet

Broadcast Audience Reporter Reach

User Behaviour Geo-Position

Device-ID

Big Data DATA Dealer

Slotinfo Prices Rebates

Advertising Booked, e.g. RMS

Added Value Data New Customers

New targeting technology for new very Big Data: The Broadcast Audience Reporter