Werden Autos kostenlos, wenn wir unsere Daten teilen? Interessante Frage.
Mr. Ellis, mobility for most of us right now is very simple. If I want a car, I buy or rent it. On the other side, there’s a company that manufactures a car and sells it to me. How will that landscape change?First, manufacturers or OEMs will have to go through a business model change very shortly. It’s a very simple relationship at the moment. They build a car, sell the car, they make their money on the sale, and then they forget about the car. Sure, they have a warranty and try to stay in touch with their customers, but generally there’s a middleman or dealer. The OEM has left the scene to work on the next car. A new model would be: You sell through a direct relationship with the customer and understand how they use it. You have a conversation. It’s an active engagement that you can see in every other area of consumer goods, take Apple and smartphones. This also gives you the ability to continually create value by sending new features out that weren’t previously considered and add them to the vehicle. In some cases you charge money for it, in some cases you’re giving it to the consumer for their loyalty.That’s a big shift from the producer’s side. What other changes will go along with it?The second big shift is in people’s mindsets what a car represents, at least in the US. When I was growing up, the idea of a car was freedom, the ability to get in and go. Today, just looking at my own kids and doing ethnographic research, we see that the idea of time and space is addressed digitally. My son now plays games with people from all around the world, they’re connected, they’re talking. The value of the car as a precursor to freedom and movement isn’t as strong as it used to be. On top of it, we have the sharing economy. But probably the biggest change is the shift from individually owned to just buying a seat in someone else’s vehicle and using it like a seat in an airplane. That’s transportation as a service. All of this will happen over the next five to ten years.
The value of the car as a precursor to freedom and movement isn’t as strong as it used to.