10/12/2012
Presentation title / Prepared by Name Surname / 00/00/2012 1
Connected Cars15 - Amsterdam
24.06.2015
SEAT EE55 Connected Car
Roger Giralt
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
CONNECTED CAR Key opportunity
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ADDED
VALUE
FOR SEAT
&
CONSUMER
Phone
to car
Car to
Phone
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
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
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
INTRODUCTION Consumer expectations of connected world is growing
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EMERGING CROSS-SECTOR CONNECTED TECHNOLOGIES
Connected Consumer
Data
Apps
Products
CONSUMER EXPECTATION OF CONNECTED TECHNOLOGIES
PC …?
Fitness
Home
Shop TV
Tablet
Console
Mobile
CAR
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
TECHNOLOGIES Overview
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Smartphone Integration
Standard Protocol
0
Infrastructure
Funtions/
Services
Embedded
Integrated SIM
1
2
Server
Server &
Portal
SEAT SMARTPHONE CONNECTIVITY Full Link
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SEAT SMARTPHONE CONNECTIVITY Full Link
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Full Link includes the following Smartphone integration protocols:
We are one of the first in the market to provide all of them together
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?
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ANDROID AUTO What is it?
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Maps Phone Media Back to SEAT
Infotainment
Now
ME
NU
M
ain
. F
un
cti
on
s
ANDROID AUTO Look&Feel
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Google Play
Spotify
Pandora
CAR PLAY What is it?
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/ 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.
CAR PLAY What is it?
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ME
NU
M
ain
. F
un
cti
on
s
Phone / Messages
Media Maps
MIRROR LINK What is it?
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/ 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.
MIRROR LINK What is it?
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SEAT APP Approach
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SEAT Others
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
SEAT APP Approach
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DRIVE App
CONNECT App
SEAT APP
InCar: Overview
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DESKTOP
MENU
Backgrounds
Widgets
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ME CHALLENGER TRACKER CAR
LIVE CHART
SEAT APP
DriveApp scope
SEAT APP
ConnectApp scope
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ME WEARABLE MULTIMEDIA
SEAT APP
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ME TRACKS MY SEAT MAIN CAR
OutCar overview
EMBEDDED SOLUTION
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Call Center
Web Portal/
Web Shop
Mobile App
Client-Frontend
Content supplier
Service/Info Assistance Emergency
Process center Backend
Car fitted with option
„Connected Car“ Traffic Maps Weather
General Overview
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
CONNECTED CAR COMMERCIAL MODELS
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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
CONNECTED CAR COMMERCIAL MODELS
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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…
CONNECTED CAR COMMERCIAL MODELS
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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…
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CONNECTED CAR BUSINESS CASE
Factors
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 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 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
10/12/2012
Presentation title / Prepared by Name Surname / 00/00/2012 34