SEAT EE55 Connected Car

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  1. 1. 10/12/2012 Presentation title / Prepared by Name Surname / 00/00/20121 Connected Cars15 - Amsterdam 24.06.2015 SEAT EE55 Connected Car Roger Giralt
  2. 2. 2 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Last decade we enabled the connectivity inside the car This decade, the vehicle gets perfectly connected with its environment CONNECTED CAR The path
  3. 3. CONNECTED CAR Key opportunity 3 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 ADDED VALUE FOR SEAT & CONSUMER Phone to car Car to Phone
  4. 4. AGENDA 4 01 Introduction 02 Demand from consumer market and technologies 03 Analysing revenue 04 Future of Connected Car Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  5. 5. AGENDA 5 01 Introduction 02 Demand from consumer market and technologies 03 Analysing revenue 04 Future of Connected Car Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  6. 6. INTRODUCTION Influence from digital trends 6 Geo advertising Social Networking Rise of smartphones Personalization Open and connected cars Eco friendly driving & electric vehicle Consumer trend Business model shift Standardization and regulatory Ubiquitous broadband (V2X) Applications proliferation Embedded low cost navigation Device cost decrease vs. functionality increase Advanced video technologies WORLD IN 2017 >50% of new vehicles are connected with 211 million connected cars & trucks WORLD IN 2022+ 50 billion connected devices & $14+ trillion market World population will hit 7.3B ~150B apps downloaded 2.8B 3G & 447M 4G connections ~28K APIs registered Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  7. 7. INTRODUCTION Consumer expectations of connected world is growing 7 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 EMERGING CROSS-SECTOR CONNECTED TECHNOLOGIES Connected Consumer Data Apps Products CONSUMER EXPECTATION OF CONNECTED TECHNOLOGIES PC ? Fitness Home ShopTV Tablet Console Mobile CAR
  8. 8. AGENDA 8 01 Introduction 02 Demand from consumer market and technologies 03 Analysing revenue 04 Future of Connected Car Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  9. 9. TECHNOLOGIES Overview 9 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Smartphone Integration Standard Protocol 0 Infrastructure Funtions/ Services Embedded Integrated SIM 1 2 Server Server & Portal
  10. 10. SEAT SMARTPHONE CONNECTIVITY Full Link 10 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  11. 11. SEAT SMARTPHONE CONNECTIVITY Full Link 11 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Full Link includes the following Smartphone integration protocols: We are one of the first in the market to provide all of them together
  12. 12. ANDROID AUTO / Technology defined by Google and based on Android. / Projects contents of smartphone on the display of the car in a safe way. / Provides: / Voice, Phone and Google Maps via Google Services. / Music and Messages via 3rd Parties Apps. / Google has the control over the interface and apparently it is quite restrictive in terms of User Experience freedom. What is it? 12 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  13. 13. ANDROID AUTO What is it? 13 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Maps Phone Media Back to SEAT Infotainment Google Now MENUMain.Functions
  14. 14. ANDROID AUTO Look&Feel 14 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Google Play Spotify Pandora
  15. 15. CAR PLAY What is it? 15 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 / Technology defined by Apple and based on iOS. / Projects contents of smartphone on the display of the car in a safe way. / Provides: / Siri Voice, Phone and Maps via Apple Services. / Music and Messages via 3rd Parties Apps. / Apple has the control over the interface and apparently OEM will have freedom in terms of User Experience.
  16. 16. CAR PLAY What is it? 16 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 MENUMain.Functions Phone / Messages Media Maps
  17. 17. MIRROR LINK What is it? 17 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 / Technology defined by Car Connectivity Consortium. / Not attached to a specific OS, although right now is available in Android / Projects contents of smartphone on the display of the car in a safe way. / Provides: / 3rd Party Apps. / OEM have the control over the interface and therefore they have freedom in terms of User Experience and functionality.
  18. 18. MIRROR LINK What is it? 18 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  19. 19. SEAT APP Approach 19 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 SEATOthers 1 App per customer with many features APP APP APP APP APP APP APP APP APP APP APP APP APP APP APP 1 App per feature many small apps
  20. 20. SEAT APP Approach 20 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 DRIVE App CONNECT App
  21. 21. SEAT APP InCar: Overview 21 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 DESKTOP MENU Backgrounds Widgets
  22. 22. 22 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 ME CHALLENGER TRACKERCAR LIVE CHART SEAT APP DriveApp scope
  23. 23. SEAT APP ConnectApp scope 23 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 ME WEARABLEMULTIMEDIA
  24. 24. SEAT APP 24 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 METRACKS MY SEATMAIN CAR OutCar overview
  25. 25. EMBEDDED SOLUTION 25 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Call Center Web Portal/ Web Shop Mobile App Client-Frontend Content supplier Service/Info AssistanceEmergency Process center Backend Car fitted with option Connected Car Traffic Maps Weather General Overview
  26. 26. AGENDA 26 01 Introduction 02 Demand from consumer market and technologies 03 Analysing revenue 04 Future of Connected Car Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  27. 27. CONNECTED CAR COMMERCIAL MODELS 27 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Types Free Period Type Duration Initial cost Payment Type Duration Week Month 1 Year Lifetime Included in initial cost Not include in initial cost Additional Package (Apps) Optional Head Unit Serial Optional Bundled Subscription Fee Week Month 1 Year Lifetime Micro Payment Fee Apps Content Lifetime Usage Month 1 Year Lifetime
  28. 28. CONNECTED CAR COMMERCIAL MODELS 28 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Types Free Period Type Duration Initial cost Payment Type Duration Week Month 1 Year Lifetime Included in initial cost Not include in initial cost Additional Package (Apps) Optional Head Unit Serial Optional Bundled Subscription Fee Week Month 1 Year Lifetime Micro Payment Fee Apps Content Lifetime Usage Month 1 Year Lifetime / An example of a possible basic offer for embedded connected car for Consumer can include one year Freemium service and then a monthly free subscription
  29. 29. CONNECTED CAR COMMERCIAL MODELS 29 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Types Free Period Type Duration Initial cost Payment Type Duration Week Month 1 Year Lifetime Included in initial cost Not include in initial cost Additional Package (Apps) Optional Head Unit Serial Optional Bundled Subscription Fee Week Month 1 Year Lifetime Micro Payment Fee Apps Content Lifetime Usage Month 1 Year Lifetime / and 6 months later, the purchase of add-on service, paying a monthly fee
  30. 30. 30 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 CONNECTED CAR BUSINESS CASE Factors
  31. 31. AGENDA 31 01 Introduction 02 Demand from consumer market and technologies 03 Analysing revenue 04 Future of Connected Car Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015
  32. 32. 32 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 Car2Car Car2Infrastructure Big Data Business Intelligence Connected Infotainment Car2Service Autonomous Driving CONNECTED CAR Moving forward
  33. 33. 33 Connected Cars Amsterdam / Prepared by Roger Giralt / 24/06/2015 DIGITAL TRANSFORMATION Customer Journey / In the future the customer journey will contain multiple digital elements to support a unique purchase and ownership experience. Brand simpathy Brand consideration Pre-purchase phase Buying decision Confirmation phase Ownership phase Rre-purchase phase Win back phase DIGITAL MARKETING WEB PERSONALIZATION ONLINE APPOINTMENT SOCIAL, REVIEW & RATING CONNECTED CAR PREDICTIVE MANTAINANCE PERSONALIZED RE-BUY OFFERS
  34. 34. 10/12/2012 Presentation title / Prepared by Name Surname / 00/00/201234