business - autonomous driving...odcf have an extrapolated yearly revenue of 10,75 billion €....

BUSINESS

On Demand Car Functions (ODCF)in the context of automated driving IT

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Introduction

Oliver Wucher

Partner, Market Lead Automotive & Industry, CIO

Consultant for Automotive clients since 1997

References (selection)

Expert in:• Project and Program Management

• IT-Strategy / IT-Governance

• Automotive / Digitalization

Alexander Strauß

Manager Automotive

Manager in the Automotive business since 2010

References (selection)

Expert in:• Project and Program Management

• Innovation Management / Roadmapping

• Automotive / Digitalization

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Q_PERIOR Automotive: Figures – Facts – Data

CONSULTANTSof which> 170 with

automotive experience

>1100

REVENUE 2017 [MIO. €](Q_PERIOR included ESPRiT Engineering*)

177

100%OF THE GERMAN PREMIUM OEMs

are Q_PERIOR customers SUCCESSFUL AUTOMOTIVE

PROJECTS

>500

* Services of our subsidiary

We actively support premium OEMs with their digital transformation.

31STAFF

NATIONALITIESREVENUE INCREASE IN 2017

34%Awards:(seletion)

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Service portfolio

• Digitalization Strategies & Roadmaps

• Sales & Customer Management

• Supply Chain Management

• Business Intelligence & Analytics

• Financial & Management Accounting

• Strategic IT Management

• Risk Management, Compliance & Regulation

BUSINESS CONSULTING SERVICES

• SAP Implementation

• Systems Architecture Consulting

• System Integration

• IT Strategy, Sourcing & Service Management

• IT Security

• Software Development (JAVA, .Net, ABAP)

IT CONSULTING SERVICES• Program & Project Management

• Requirements Engineering

• Business Analysis

• Migration

• Test & Implementation Management

INTEGRATION SERVICES

Q_PERIOR provides cross-industry issues combined with dedicated automotive innovation themes.

• IoT / Connected Car / Connected Reporting

• On Demand Car Functions (ODCF)

• Agility in the automotive industry

• Engineering Services *

• Automotive – Strategy Consulting

AUTOMOTIVE

* Services of our subsidiary

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Mobility THEN and NOW

The real disruption of automotive business starts now.

Horse Wagon

< 1900

First Cars MassProduced

~1900-40

Automated Production Systems

~1950-80

Individuali-zation

~1990

Electro-mobility

~2010

Digitalization Connected Car

~2015-20

HAD

~2025-2030

Mobility Services Robo-Taxis

~2035

Sou

rce:

SA

C -

20

18

Technological Innovation but no fundamental change of business case!

Behind Level 5 (HAD - highly automated driving) real disruption of automotiveecosystem

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Picture Source: https://www.enbw.com/blog/elektromobilitaet/elektroauto/wann-kommt-eigentlich-autonomes-fahren/

Driver No Feet No Hands No Eyes No Brain No Driver

Correlation between automated driving and „New Usable Time“

The higher the level of automation, the higher is the amount of New Usable Time.

New Usable Time (NUT)

…instead of thisyou can do

new/other things inside your car!

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Time spent in the Car

People spend approximately 100 minutes per day in the car – for driving but also in traffic jam.

USA Japan

~ 160 min/Day~ 95 min/Day ~ 50 min/Day

Germany

Source: Survey Study “Value of Time”, Fraunhofer IAO, 2016

© Jaguar

Ø~ 100 min/Day

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How can we use the „New Usable Time“?

Well Being

Basic NeedsCommunicationProductivity

Information Entertainment

People will spend their time in 6 main categories of human needs.

Source: Fraunhofer IAO – 2016

Pictures: pexels

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On Demand Car Functions can be the Nutcracker.

On Demand Car

Functions

very diverse and individual perception of needs

individual and variating satisfaction of personal wishes – also over the time

A variating function set is necessary to satisfy all customer wishes!

New Usable Time (NUT)

Pictures: pexels, ernaehrung-lorenz, art+form

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Well-Being

Basic Needs

Communication

Productivity

Information

Entertainment

ODCF associated to each category of human needs.

Comfort (e.g. Massage, ambient light), Relax-Programs, Assistance, Interior Aromatisation, Car Performance Increase, …

Source: Q_PERIOR Survey Study, Tim Kayser - 2018

Office Functions, Parking, Drivers Logbook, Ticket Booking, Paying, Automated Driving, …

Car Information, Weather, Traffic, Social Media, News, Internet, …

Music, Television, Movies, Learning, Gaming, …

Calling (Video), E-Mail, (Voice) Chats, Messaging Services,…

Safety/Security, Automated Driving, Assistance Systems, Food and Drink Order, …

Needs Examples

Pictures: Instagram, Microsoft, foodora, ernaehrung-lorenz

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Q_PERIOR Survey/Study - ODCF as new revenue stream for the car of the future.

On Demand Car Functions


528 Participants

5 Expert Interviews

Results… ▪ Market Volume

▪ Function relevance

▪ Usage Probability

▪ Distinction of Customer Segments

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75%

Three quarters of all users are willing to pay for additional functions.

Percent of People, that are willing to pay for additional functions

76%

Translation: 75% of users are willing to pay for these additional Services.

Source: Q_PERIOR Survey Study, Tim Kayser - 2018 Source: Survey Study “Value of Time”, Fraunhofer IAO, 2016

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Monthly willingness of People to pay for ODCF

ODCF have an extrapolated yearly revenue of 10,75 billion €.

Generation Y/Z

Volume Segment

Luxury Segment

Precarity

Ø

German Driving Licenses 55.860.000

Extrapolation

Yearly Revenue


BILLION

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Market for On Demand Car Functions

The market for ODCF will increase rapidly over the next 15 years – up to 22%.

%Global Automotive

Revenue

%Global Automotive

Revenue


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Importance of On Demand Car Functions

With a higher level of automatization,

there will be a shift in the needs of our

customers and therefore also a shift in

special On Demand Car Functions.

Strategic foresight is really necessary!

On Demand Car Functions must be implemented in the strategic foresight of OEMs.

0 1 2 3 4 5

Example: Entertainment

Usa

ble

Tim

e

Other five human needs

Level of automation

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“'Roadmapping' is an interesting and flexible class of method (management tool) for supporting strategy

and innovation….” (Rob Phaal - https://www.cambridgeroadmapping.net/roadmapping/)

First Time of Application at Motorola (End 1970’s) – strategic alignment of technology- and product development

processes

Roadmapping

→ Bridge between current situation an the future

→ Way to your vision / way to your strategic goals

→ Relation / linkage between:

▪ Market

▪ Business

▪ Products / services

▪ Competences

▪ Resources, etc.

Roadmapping

The history of roadmapping and its purpose.

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The general method and architecture of a roadmap shown in one slide.

Roadmapping

Reference: Rob Phaal – University of Cambridge

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Market

• Customer

• Trends / drivers

• Barriers

How an example for an ODCF-Roadmap architecture can like.

Roadmapping

Product vehicle (Level 0-5)

ODCF – function xyz

TechnologiesSmart Materials, Camera Systems, etc.

Resources• Competences

• Partnerships

• Enabler, etc.

Know why!

Know what!

Know how!

Pull

Push

Know when!Time

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Roadmapping

Create roadmapping content for On Demand Car Functions.

Know why!

Know what!

Know how!

Know when!

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A Roadmap can show correlations between automation level, ODCF, necessary technologies and all other layers.

Roadmapping

Know why!

Know what!

Know how!

Know when!

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Conclusion

Opportunities and Challenges of On Demand Car Functions.

Opportunities… Challenges…▪ Use the new opportunities in conjunctions

with automated driving.

▪ Create benefit out of the “New Usable Time”, that users spend inside the car.

▪ Offer additional functions to your customer for this “New Usable Time” – On Demand Car Functions.

▪ Take the chance of the new market and generate new business.

▪ Disruptive change of the business case, initiated by connectivity and digitalization.

▪ Continuously varying customer needs and markets.

▪ Only with a strategic planning and a clear roadmap you will be able to develop the right solutions for the future.

Pictures: audi, bmwi, pexels, pixabay, ernaehrung-lorenz, art+form

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HAMBURG l FRANKFURT l MUNICH l ROSENHEIM l ZURICH l BERNE l VIENNA l LONDON l NEW YORK l TORONTO l SARAJEVO

Contacts

Working for you locally and internationally.

Q_PERIOR Office:Mobile:[email protected]

Manager

+49 89 45599.0+49 160 90264643

Alexander Strauß

Leopoldstr. 28a80336 MunichGermany

Q_PERIOR Office:Mobile:[email protected]

Partner

+49 89 45599.0+49 151 12043807

Oliver Wucher

Leopoldstr. 28a80336 MunichGermany

Thanks a lot for your Attention

mailto:[email protected]

mailto:[email protected]

business - autonomous driving...odcf have an extrapolated yearly revenue of 10,75 billion €....

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