埃森哲欧洲汽车厂商调研.ppt

Accenture2002,April,2002,EuropeanTelematicsSurveyAutomotiveOEMsataCrossroad?,Agenda,TelematicsstatusquoResultsofEuropeanTelematicsSurveyAnalysisofmajorchallengesintelematics,TechnologydrivesTelematics,ElementsofourenvironmentarebecomingincreasinglyConnectedInteractiveIntelligent,TelematicsasBusinessOpportunity,NewEntrantsinValueChainAggressivePushtoInnovation,Competitors,MarketSaturationDecreasingProductMarginsDifficultBrandDifferentiation,Market,SubscriptionFeesmCommerceInsurancepermile,QualityImprovementCustomerLoyaltyVehiclePartsServices,HardwareSalesCostReductionProcessAlignmentWorkingCapitalReduction,TelematicsBenefits,CoreBusiness,NewBusiness,IndirectEffects,DirectEffects,TelematicsBenefitsforOEMs,Togetuptospeedquickly,OEMshavebeenrushingtoinvestheavilyintelematics1However,customershavedemonstratedonlymoderatedemandandwillingnesstopayfordevicesandservices2Asaconsequence,todays$1-5Bmarketvolumeis2-10foldlowerthannumberspredictedin20003andforecastsarecontinuouslyscaleddownfurther4Dealingwithenormoussunkcostsandlackingprofitability,OEMsareconcernedthatduetocompetitivepressuretelematicsofferingsmaybecomeanothercost-of-doing-business“(suchasairbags),Facinganincreasinglyuncertainmarket,OEMsarecurrentlyreassessingtheirtelematicsstrategies,PayBack?,1GMOnStar:$1.2B,FordWingCast$200-250M,3comparedtoUBSWarburgestimatesin2000,2DuckerInc.,TelematicsSurvey2002,4McKinseyQuarterly,“Aroadmapfortelematics”,04/2002,KeyMessagesTelematicsStudy(1/2),KeyMessagesTelematicsStudy(2/2),OEMSystemsIntegration(CRM,RD,M&S,Productionetc.),RemoteDiagnostics,Emergency&RoadSideServices,Location-BasedServices,IntegrationwithHomeandOffice,Usage-BasedServices(e.g.insurancebythemile),AutomaticMobilePayments,InfotainmentContent,MobileClientsIntegration,OEMsVision,FleetSystemsIntegration,Customerfacingcapabilities,Non-customerfacingcapabilities,RemoteFunctionControl,DynamicNavigation,VehicleMonitoring,FleetManagement,DealerSystemsIntegration,DriverMonitoring,CustomerKnowledgemainChallenge,VeryHighImportance,VeryLowImportance,-MainChallengesPerceivedbyOEMs-,DefineStrategy,CreateCustomerDemand,IdentifyCustomerNeeds,AttractiveBusinessCase,InternalProgramManagement,ExternalProgramManagement,Front-EndTechnology,CompetitionbyotherOEMs,BuildingTechnologyInfrastructure,Competitionbynon-OEMProviders,MismatchofOEMsFocus,Strategy,nottechnologyshoulddrivetelematicsBalancecustomerfacingtonon-customerfacingcapabilitiesaccordingtoprojectedROIsFocuseffortsaccordingtomostattractivecapabilities(I.e.“pull”capabilities),OpenPlatforms,Focusonvehiclerelatedservices(safety/security,vehiclemonitoring)Provideopenarchi