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Car connectivity over the past few years has evolved from theoretical concept to reality. As a value pool, connectivity may reach $450 billion to $750 billion worldwide by 2030. But doing so will depend on the ability of market players to use the data generated by cars, drivers, and mobility systems to develop products that create revenue, reduce costs, and enhance safety and security. While the potential is significant, monetizing this car data at scale remains a major challenge.
How different players can capture value from vehicle data
While the hurdles are applicable to the industry as a whole, they vary for different types of players. Consequently, all companies might target value creation through car data monetization, but the exact path they take depends on where they sit in the value chain. Some player-specific challenges are:
OEMs. A hurdle for OEMs is the need to move from product-forward to market-back development; 58 percent of the OEM executives surveyed indicated that they did not have a clear understanding of the benefits customers were looking for, which underscores the need to first define a vision for the connected customer experience and only then develop the hardware and back-end solution to fulfill that vision.
Suppliers. Suppliers need to balance the benefits and tensions of partnerships with OEMs by defining a mutually beneficial value proposition to get access to vehicle data and build new capabilities, which 92 percent of the supplier executives surveyed identified as prerequisites for success.
Technology and infrastructure players. Key challenges for these players include resolving their lack of readiness to form partnerships, as reported by 42 percent of the executives surveyed. It will also be critical to address OEMs’ fear of the “tech unknown,” closely working to allay concerns that technology and infrastructure companies’ unfamiliar business models and their ability to access customers directly through other digital touchpoints could undercut OEMs.
Service providers. For service providers, it is important to highlight brand visibility and relevance in the car, redesign services and experiences to fit connected-car interfaces best, and overcome the challenge of communicating benefits to the consumer, which 90 percent of service-provider respondents flagged as being highly relevant.
Dealers. These players need to focus on communicating connectivity’s consumer benefits in an engaging way while opening a direct dialogue with OEMs on their future role as customers’ contact points in the connected cars era, redefining the customer journey and future customer contact policies.