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独家报告！EXCLUSIVE!面向年轻车主独家报告！EXCLUSIVE!面向年轻车主车载信息服务的计划与设计Planning telematics services for younggygChinese car owners问卷调查结果问卷调查结果Results of end user surveyDavid McClure重庆Chongqing, 10thJune 2011 of the surveyjy调研目的ÂTo understand:为了深刻理解：o年轻车主的生活习惯与用车方式The lifestyle and car usage of young car owners in Chinao这个特定人群中智能手机的购买及使用Smartphone ownership and usage for this groupo车载信息服务的兴趣与需求Interest and need for telematics serviceso他们为这些服务付费的意愿WillingnesstopayfortheseservicesWillingness to pay for these servicesIntroduction to SBD简介SBD简介..providing expertise on market drivers, product 市场调研报告Market research reportsplanning and technical solutions技术咨询服务solutions.技术咨询服务Technical consultancy..提供市场驱动力、商品设计规划以及技术解战略咨询提案Strategic advice决方案的专业服务我们的顾客我们的顾客Some of our customers以不同手段帮助我们的量身定做difftthidWehelpourcustomersindifferentwaysdependingontheirneeds自主品牌Domesticbrands外国品牌Foreignbrands•顾客需求Customer needs•竞争对手比•顾客需求Customer needs•竞争对手比市场调查•技术选择Choosing technology•合作伙伴选择•技术选择Choosing technology•合作伙伴选择发展战略•独特的硬件与服务Specifying HW & services•独特的硬件与服务Specifying HW & services建立竞争对手比较Competitor benchmarking竞争对手比较Competitor benchmarking市场调查Market researchChoosing partners•商业模式设计Defining business modelChoosing partners•商业模式设计Defining business model发展战略Develop strategy•执行实施Implementing•测试实验Testing•执行实施Implementing•测试实验Testing建立Build顾客需求顾客需求Consumer needs市场成长有多快有多快? How fast will telematics grow?提供的服中国的车主需要什提供的服务种类？What types of services will be 主需要什么？offered?What do young car owners in China need and want?andwant?使用何种通信方式？式？What types of connectivity will be used?Growth in sericesManymoreOEMsareplanningtolaunchconnectedservices,butinordertoservices 服务的成长forecasttheadoptionitisimportanttounderstandhowthoseserviceswillbelaunchedlaunched有越来越多的汽车厂商都在计划要导入汽车在线服务，但是为了确认将来前景，了解服务的导入是至关重要的20102011201220132014Types of Ultimately,OEMstrategieswillbebasedonconsumerdemand(whichservicesshouldIoffer?)andconsumerwillingnesstoWhat types of services will be ypservices()gpay(whatconnectivityapproachshouldIimplement?)最终，汽车厂商的战略还是会基于顾客的需求(我要的服务是什么？)和顾客的支付意愿(我应该用何种通讯模式？)offered?未来的服务种类？8910Planned该用何种通讯模式？)678Existing3450120eCallbCallSVTcontrol nitoringgnosticssuranceco‐driveservicesgementard naviuidancereports e traffick spacesWeatherl searchI searchd‐to‐carservicesnd sportar emailt accesspp storeRemote emote moemote diagPAYD inEcEV sleet manaOff‐boaOperator gTraffic Stand alonCar parkWIn‐car locaPOnation sendConcierge ss, stocks anIn‐caInternetApVehicle‐related车体相关Connected navigation互联导航InfotainmentSafety安全ReReFOSIDestinCNewsTypes of CurrentlytherearetwophilosophiesforWhat types of connectivityypconnectivityyppsupportingConnectedCars:现在，在车联网技术上有两种理论：connectivity will be used?使用何种通信方式？“内置”解决方案SIMembeddedincarOEMisresponsibleforBuilt-in内置解决方案ptheongoingcommunicationscosts汽车厂商负担持续的信息通讯Connectivityconundrum???汽车厂商负担持续的信息通讯费用conundrumCustomerusestheir???Brought-in“带入”解决方案通讯难题？usestheirownprivateSIMCustomerisresponsiblefortheongoingcommunicationscostsBroughtinSIM顾客负担持续的信息通讯费用TheBuilt-inandBrought-inphilosophiesapplytothetitdlhiTypes of What types of connectivityentireconnectedcarvaluechain,andOEMsarestillstrugglingtofindtherightbalance…ypconnectivityconnectivity will be used?使用何种通信方式？Connected Car componentsSIMModemIntelligenceDisplay HMIControl HMIEmbedded (fully) 车载设备(完全)Embedded with user‘s SIM (via SIM slot) 车载系统加顾客的SIM卡(SIM卡插槽)Ebdddith‘SIM(iBltthSAP)Built-inEmbedded with user‘s SIM (via Bluetooth SAP) 车载系统加顾客的SIM卡(蓝牙SAP)User‘s USB modem for downloading data 使用顾客的USB调制解调器来下载数据User‘s USB WiFimodem for sharing connectivity Traditional telematicsTraditional telematicsgy与顾客的USB WiFi调制解调器共享网络User‘s mobile connected via USB cord 用USB连接顾客的手机无线网络User‘s mobile via Bluetooth HFP (DOV) 用蓝牙HFP(DOV)连接顾客的手机用蓝牙HFP(DOV)连接顾客的手机User's mobile via Bluetooth MAP (SMS) 用蓝牙HFP(DOV)连接顾客的手机User's mobile via Bluetooth PAN/DUN (Tethering) 用蓝牙PAN/DUN(Tethering)连接顾客的手机User's mobile via Bluetooth SPP (Proxy)用蓝牙SPP(Proxy)连接顾客的手机User‘s mobile with remote HMI (e.g. Terminal mode) 顾客的手机网络与无线HMI (例如：Terminal Mode)User‘smobilewithphysicaldock(egSmartcar)Smartphone integrationSmartphone integrationUsers mobile with physical dock (e.g. Smart car) 顾客的手机网络与插槽(例如：智能汽车)User‘s mobile with video streaming (e.g. Motion X) 顾客的手机网络与流媒体视频(例如：Motion X)ggBrought-in1.Competitorpbenchmarkingbenchmarking竞争对手比较竞争对手比较Heavy telematics ~ e.g. Toyota/LexusSOLUTION TYPE 解决方案的种类FEATURES 特性eCall, bCall, SVTEmbedded SIMRemotediagnostics远程诊断Smartphone proxyPhone tetheringVoice call(in‐band modem)SIM slot/BT SAPCLIENT OFFERING 客户端提供Remote diagnostics 远程诊断PACKAGE HARDWARE SUBSCRIPTION Off board navigation, traffic reports 导航，交通报告G‐BookNone: factory fit on specificnew models无：在工厂直接内置于新的车型Around 1,200 RMB/year 约1，200元Weather, POI search (operator) 天气，兴趣点(通过话务中心)于新的车型NissanSOLUTION TYPE 解决方案的种类FEATURES 特性Embedded SIMSmartphone proxyPhone tetheringVoice call(in‐band modem)SIM slot/BT SAPeCall, bCall, SVTRemote monitoring, remote diagnostics远程监控，CLIENT OFFERING 客户端提供PACKAGE HARDWARE SUBSCRIPTIONTraffic rep