车轮上的计算机：解锁互联服务的新篇章

Unlocking the next chapterin connected services Managementsummary Computer on Wheels Transformational change in a mature, complex industry is not easy.Between the growing pains of new technology and the inertial pull ofold habits, eventhe best ideas can take some time to be adopted. Often, asClayton Christensen notedinThe Innovator's Dilemmanearly 30 years ago,market leaders fail to make that transition altogether. This research paper co-authored by Connected Vehicle Systems Alliance(COVESA), Geotab, and Roland Berger looks at one such transition that is stillcurrently in progress: the transformation of the automobile into a platformfor services for consumers and fleets. A long time in development, connectedservices have seemed on the verge of mass adoption for more than adecade, but never quite made it. This study focuses on connected services that improve driver experience,as well as those that benefit fleet managers using collected data fromvarious sources such as sensors, devices, and user interactions. Direct datamonetization, i.e. selling data collected from the customer to third parties,is out of scope. This report draws on the findings of surveys and interviews with industryexperts —including suppliers, OEMs, advisors, researchers, and dealers—to explain why connectedservices have underperformed since 2015, whyindustry optimism is growing, and why scaling a profitable business modelremains the key challenge. Contents 7 out of 9 criticaladoptionhurdles forconnectedservices havebeen mostlyovercome in thelast 10 years 2 critical hurdlesremain -workingbusinessmodels andcustomeracceptanceand WTP Quality userexperiencewas cited asimportant by100%of surveyrespondents The launchthat fizzled Ten years ago, connected services seemed poised to become an important new valuestream for the automotive industry with big bets placed by the largest OEMs. With a fewnotable exceptions (e.g., connected emergency services, advanced ADAS functionality andbroader connected services for commercial fleets), connected services didn't take offas predicted. What went wrong? Fingers pointed to several causes, and most explanations had some validity. Ultimately,however, the answer is simple. In any industrial transformation, five elements must matureat roughly the same time: •the technology,•the industry's capacity to deliver that technology,•customer interest in the new offerings the technology can support,•customer's willingness to pay and•a working business model. In the case of connected services in 2015, all five of these factors were not yet in place: 1.While connected vehicle technology was fairly mature, the industry lacked sufficientaffordable wireless bandwidth. In addition, the features envisioned were often toocomplex for existing vehicle E/E architectures to implement. And in any case, the industrylacked a sufficient base of connected vehicles to justify the cost of app development. 2.The connected platform infrastructure, both in terms of data and vehicle softwareplatforms, was not sufficiently robust. The standards were lacking – from common datamodels to standard APIs. 3.The offerings were not compelling to consumers. Heated seats as a subscription-drivenservice, for example, were not a winner with the public. 4.The business model was missing. Retail and B2B customers alike were understandablyunwilling to pay for what were often badly designed and executed services.A When evaluating businessmodels, it's crucial to separate thevalue of connected services fromdirect monetization—cost savings,loyalty, and efficiency gains canbe just as important as newrevenue streams." Konstantin Shirokinskiy, PartnerRoland Berger AHistorical barriers to adoption have diminished … Question: What are the primary blockers that have preventedbroader adoption of Connected Services historically? n=25^ The future isalmost here Flash forward to 2025, and these problems have largely been solved. Industry experts acrossthe automotive value chain agree that advances on all five fronts now make a transformationmuch more likely. 2.1/The technology is much more robust With connected vehicles now the norm, the number of users who can receive updates andservices in real-time has reached a critical mass. Network infrastructure improvementshave also enhanced connectivity and real-time data processing. The number of connecteddevices that can be run simultaneously has risen too, even as more robust infrastructuremakes it easier to provide persistent connectivity, improving the customer experience andmaking more critical applications possible. Survey respondents largely agreed that 10 years ago, lack of connected vehicles wasa problem (91% identified as medium to high blocker), but it isn't anymore (87% identified asno to low blocker). Ten years ago, computing costs were also an issue (79%) and aren't now(76%). Data transmission costs are also no longer seen as a barrier – a decade ago 100%of respondents saw them as a seri