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Researched and written by Dr. Graeme Smith, The Connected Car Report - North American Edition provides a detailed study of the industry including market drivers and barriers, Business Models - Selling Telematics in the showroom, Deriving Value from the Telematics Value Chain and Connected Car Deployment Timelines.
The report also considers the Connected Car versus the Connected Driver, The New Value Chain - Automotive Apps Store, and technology penetration trends, in particular embedded Telematics solutions, tethered connectivity solutions, remote terminal solutions and the remote skin approach.
The report also features a review of key OEM implementations by Audi, BMW, Chrysler, Ford, General Motors, Mercedes-Benz, Toyota / Lexus and Volkswagen.
Background to this Research
Although there are exceptions, many OEM’s have struggled with the fundamental business model for Telematics. For the OEM’s that can get it right, Telematics enables a high-quality on-going discourse with customers as they experience the OEM’s product, in contrast with the previous model where the customer was engaged every other year as they entered the showroom. Conversely, a bad service experience from a branded Telematics offering has the possibility of introducing new forms of customer dissatisfaction and frustration, with a knock on impact to brand perception that might reduce propensity to re-purchase. In the US market, GM remains the only major OEM with significant deployed volume, with other OEMs such as BMW and Mercedes still some considerable way behind in terms of penetration.
The key market driver currently for Connected Car is the advent of the Smartphone and its growing popularity. In contrast with earlier Telematics times, 99% of car owners already have cellphones. 22% have smartphones and this is forecasted to rise to over 50% in North America by 2013. The introduction of the iPhone and the App Store have resulted in increased familiarity with the concept of service models and represents a fundamental shift in the way that some telematics services can be delivered. Customers arriving at the car often have better applications in their pockets than their brand new car was designed with. This has a major impact on the original Telematics business model where the consumer was obliged to purchase all services and airtime through the TSP or the OEM.
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