埃森哲欧洲汽车厂商调研(英文版)

1、 Accenture 2002April, 2002European Telematics SurveyAutomotive OEMs at a Crossroad ?2 2002European Telematics SurveyAgendan Telematics status quon Results of European Telematics Surveyn Analysis of major challenges in telematics3 2002European Telematics SurveyTechnology drives TelematicsWireless Loc

2、al Area Networks (e.g. Bluetooth, 802.11b, RFID)Wireless Internet Technology (e.g. UMTS, GPRS)Powerful User interfaces(e.g. voice, XML, multi device, miniaturization)Elements of our environment are becoming increasingly Connected Interactive IntelligentMobile Computing Platforms (e.g. Win CE for Aut

3、o, LINUX, QNX)4 2002European Telematics SurveyTelematics as Business OpportunityOEMs consider telematics as a chance for new streams of revenues New Entrants in Value Chain Aggressive Push to InnovationCompetitors Decreasing Customer Loyalty Increasing Market Transparency Customers Market Saturation

4、 Decreasing Product Margins Difficult Brand Differentiation Market Liberalization of Distribution ChannelsChanging Legal Context5 2002European Telematics Survey Subscription Fees mCommerce Insurance per mile Quality Improvement Customer Loyalty Vehicle Parts Services Hardware Sales Cost Reduction Pr

5、ocess Alignment Working Capital Reduction Telematics BenefitsCoreBusinessNew BusinessIndirect EffectsDirect EffectsTelematics Benefits for OEMs6 2002European Telematics SurveyTo get up to speed quickly, OEMs have been rushing to invest heavily in telematics1However, customers have demonstrated only

6、moderate demand and willingness to pay for devices and services2As a consequence, todays $1-5B market volume is 2-10 fold lower than numbers predicted in 20003 and forecasts are continuously scaled down further4Dealing with enormous sunk costs and lacking profitability, OEMs are concerned that due t

7、o competitive pressure telematics offerings may become another cost-of-doing-business“ (such as airbags)Facing an increasingly uncertain market, OEMs are currently reassessing their telematics strategiesPay Back ?1GM OnStar: $1.2B, Ford WingCast $200-250M3compared to UBS Warburg estimates in 20002Du

8、cker Inc., Telematics Survey 20024McKinsey Quarterly, “A road map for telematics”, 04/2002 7 2002European Telematics SurveyKey Messages Telematics Study (1/2)Telematics is of increasing importanceTelematics is a competitive necessityTelematics will primarily be used to enhance the core business (CRM

9、, Hw sales, brand differentiation, cost reduction)New streams of revenue are becoming more important(service revenue, mCommerce, usage based business)Vehicle-related services are the main focus, but non-vehicle related services are becoming more important8 2002European Telematics SurveyKey Messages

10、Telematics Study (2/2)OEMs dominate the telematics market byControl of business architecture and alliance partnersControl technology through the usage of proprietary infrastructurePremium customer will remain the most important customer segmentAftermarket providers dont pose a significant threatThe

11、risk of liability charges will be significantTraffic safety / data protection legislation will impact telematics revenues9 2002European Telematics SurveyOEM Systems Integration (CRM, RD, M&S, Production etc.)Remote DiagnosticsEmergency & Road Side ServicesLocation-Based ServicesIntegration with Home

12、 and OfficeUsage-Based Services (e.g. insurance by the mile)Automatic Mobile Payments InfotainmentContentMobile ClientsIntegrationOEMs VisionFleet Systems Integration Customer facing capabilities Non-customer facing capabilitiesRemote FunctionControlDynamicNavigationVehicle MonitoringFleet Managemen

13、tDealer Systems IntegrationDriverMonitoring10 2002European Telematics SurveyCustomer Knowledge main Challenge5,335,175,175,174,834,834,1743,833,17123456Very High ImportanceVery LowImportance- Main Challenges Perceived by OEMs -Strategic ChallengesDefine StrategyCreate Customer DemandIdentify Custome

14、r NeedsAttractive Business CaseInternal Program ManagementExternal Program ManagementFront-End TechnologyCompetition by other OEMsBuilding Technology InfrastructureCompetition by non-OEM Providers11 2002European Telematics SurveyMismatch of OEMs FocusPotential benefits as seen by OEMsTodays OEM focu

15、s Strategy, not technology should drive telematics Balance customer facing to non-customer facing capabilities according to projected ROIs Focus efforts according to most attractive capabilities (I.e. “pull” capabilities)12 2002European Telematics SurveyPotential benefits as seen by OEMsTodays OEM focusOpen Platforms Focus