Mankind has been making cars since the end of the 19th century, when it was a "new industry" that brought it to our worldsuch
And this whole colossus, covering tens, if not hundreds of millions of people around the world, is a hundred years oldThe number of cars produced after World War II increased 17-fold, and the centers of production, which were initially almost exclusively the United States and Western Europe, spread to every continent.
But it seems that the momentum of Ford's revolution has begun to fade when confronted with something fundamentally new.Over the past 30 years, the automotive industry has only partially been able to adapt to the process of digitalization of the economy, remaining one of the most powerful bastions of industrial society.
Does the revolution have no end?
Modern man is used to usingthe internet. First from a stationary computer, and then from a smartphone. At work or at home, he stays in touch. He can control things around him, automate processes and even began to get used to “intangible capitalism” by paying money for virtual goods and services - be it a movie, an application, or some additional features in a computer game. Even conservative government institutions in many countries have begun to develop online services.
Much of the successful consumer-facing digitalization has come to them through smartphones, which, despite being able to navigate through a screen installed in the car or listen to podcasts using the stock audio system, remain external devices.
Consumers want their cars to provide the same level of digital features and capabilities that they are used to in their electronic devices.Can automakers provide this on their own, but large IT companies will not agree to the role of ordinary suppliers.Tuti is the starting point at which the stage of unpredictable development begins.
Many Kings on the Mountain
Automakers have always strived to stay at the top of production chains.In order to provide modern services, software and hardware manufacturers need access to car systems — and they will have to.
Plus, automakers will have toto receive more services from external suppliers, which means to share profits with them. This will enable companies to respond quickly to trends, technical developments, and changes in customer behavior. The digital transformation of the automotive ecosystem has already enabled a number of nontraditional tech companies to wedge themselves into different stages of the value chain. This is a growing problem for original equipment manufacturers (OEM) business models. The "pie" of the proceeds will have to be cut into more pieces. This raises a logical question: how to cut costs and generate more profit? Part of the solution is digitalization itself. Here are some of the models she offers.
After-sales service
So far, the main effect of digitalization is on after-sales service.This is something that already workstoday based on data collected by external telematics devices.They monitor important vehicle systems and determine the need for maintenance or repairs, which givesadditional opportunities to attract a client to the service station of an official dealer.
Data-driven predictive analyticstelematics enables car owners, both passenger cars and trucks, to save on repairs and maintenance. Predictive analytics systems (such as the solution from Verizon Connect) report problems early, avoiding serious disruptions to critical elements and systems.
By receiving data in a timely manner, stimulating the motorist with discounts and promotions, the car dealer receivesSignificantly better customer returns.
Google on wheels
The automotive industry generates more information than any other industry in the world.Needless to say, how expensive it is in the age of Big Data.
Automakers, in partnership with IT companies, can collect information about cars and drivers.The first will allow you to produce them better, faster and cheaper and save money on reviews and warranty service.Based on such data, it will be possible to model and predict breakdowns very accurately, offering preventive repairs.The effect will be comparable only to the one that the introduction of scheduled maintenance once made on the automotive industry.
Driver data is an even more interesting source of revenue.What do the leading tech companies make money on – Google, Facebook, etc.D.? First of all, they collect information about users, helpit is faster and more efficient for them to search for the goods and services they need, and at the same time they are provided withAn opportunity for manufacturers and suppliers of these goods and services to promote them in their ecosystem.In this sense, the car is the same as Google, but it knows almost more about its user, and most importantly, it is much more strongly tied to the material world, spreading its influence to the spheres where Google hasVery limited access.
By studying the behavior of drivers, you can offer them not only routes to avoid traffic jams, but also directions for traveling, visiting interesting places, shops, restaurants, gas stations, and ad infinitum.It works in much the same way as music services that offerusers to listen to new tracks selected based on the study of their preferences.
Short cycle of use
There are prerequisites for the car to become a platform for services.It is faster to lose relevance not because of the physical wear and tear of parts, but because of obsolescence.As is the case with smartphones today.
The average life cycle of a vehicle will be linked to the average life cycle of a number of consumer technologies.This could shorten the relevance period of the models from the current five yearsBut who will be able to buy a new car so often?This will lead to the fact that the consumption model will shift from buying to long-term rental or autosharing.In this case, the car will become a rather expensive rental object, the transparency of the use of which will beAll parties involved in the transaction – the lessor, the insurer and the consumer – are interested.The only known way to organize such transparency without unnecessary losses is telematics.
Prospects for telematics
One of the elements of the model described aboveconsumption is already used today - these are smart insurance services. In the West they have already become the norm. There are a lot of companies that monitor car driving parameters in order to assess their risks when working with clients who, without telematics, would simply not be able to sell insurance due to its high cost. For example, these are young drivers who do not yet have an insurance history. If such a driver installs a telematics system that monitors his compliance with the terms of the contract, then he will be able to receive a significantly lower insurance cost compared to that provided by traditional risk assessment methods.
In Russia, the penetration of smart insurance is still lower.but the technological approaches and solutions of Russian companies in this area are practically not inferior to those offered by our western colleagues. For many years we have been developing a universal telematics platform and, together with the largest insurance companies, car manufacturers and car dealers, have created an ecosystem around it, in which more and more services and opportunities appear for our customers: from round-the-clock monitoring of the condition of the car and protection against theft to the analysis of operational parameters, control cost and driving safety assessment. Now we already have more than 15 thousand connected cars in Russia and abroad, and their number continues to grow.
Now the main driver of growth is interestclients to security functions and smart insurance, that is, on their part, the opportunity to receive a discount when purchasing a CASCO policy. For corporate clients, the main incentive to implement telematics is business optimization by improving control over the operation of the vehicle fleet, reducing vehicle maintenance costs, eliminating downtime and monitoring the safe behavior of their drivers on the road. Dealers and automakers have recently been paying more and more attention to customer return to service stations and collecting data on the operation of various vehicle components.
What is happening in the industry speaks in favor ofthat in the near future we expect a noticeable increase in the number of connected cars, including in our country. This growth will occur as new services are added to the ecosystems built around the car and will be one of the most visible signs of the digital revolution for the average car enthusiast.
See also:
A meteorite fell on an Indonesian house. Its owner became a millionaire
Neurons in the human brain and the network of galaxies are similar
Due to plate movement, the Pacific Ocean floor is now deep under China