Content for Connected Car has a track record with mixed successes and failures over the past 15 years. Technology has progressed to a point where we can state that ‘anything goes’. So, if it is not technology that is holding the industry back, what is? This workshop is not so much about technology, as about strategic and commercial choices to be made. Some of the questions that will be addressed: What lessons can be learned from the past (technology push, lack of free choice) and the present (open eco-systems have higher survival rate)? Especially OEM’s have a challenge embracing the CCC theme: Should they see it as an enabler for selling cars? Should they make money with content themselves ? Should they allow 3rd parties in ‘their cars’? (if so, on what terms &conditions?) Are they able to establish on their own an attractive eco-system for content providers and users? Or should they connect to the widely accepted ecosystems of iOS, Android & Co?
Content for Connected Car, startet as Telematics, interaction, send/receive data, now support of, drivers, maufacturers, service providers
past, dead end discussions, technical driven, not all groups represented, iPhone was introduced2007 ...
need for discussion, all time connection for users, growing, frustration, fragmentation, lack of standards, aftermarket is developing faster, lack of successful business models, everything is a commodity
goals, create 'platform', establish standards
# main interest groups, Untitled, context provider, channel provider, Indian-German mobile, R&D HW SW, app development, content provider, OEM, Porsche, Skoda, Siemens, POI, clients, clash of cultures
mistakes in telematics
learn from SW industry, succesfull!, Google / Apple, standards, content + platform + cloud + iTunes + ..., easy to use!, MY LIFE, low level entrance, possibolity to do 'everything', car can only drive, lazy people ..., personalization, smartphone, syncronize!, interaction with apps, needs can be different, elaborate native interfaces
what drives us to install this stuff in cars?, content, technical, app not to be used everywhere, but important for Porsche customer ..., why Porsche app???, new business model, use Google possibilities?, user wants, to choose, have the option, to be connected, information, where is not most important, syncing, home, car, work, ..., what do they want = starting point, car has to communicate, ticketing, in tunnels, there must be an owner of the business case
designing - brand is missing, do I want to have this smartphone, interest of OEM to differentiate, about, integration, seamlessness
2 sides, functionality, user tasks
change for OEM, SW business models, acting with data, change in employees, we have to speed up, differenties, actuall apps, more convenience, real connectivity, car to car, car to ..., known functionallity, new functionality, complance to, roles, Subtopic
we don't know what user wants!
new scenario, creating a new user (Apple), Steve centered design, also be creative ourselves
everyone wants to be on secure side
new players, give and take
platforms, open, closed, cooperation is missing, how to moderate
VW sold cars 100 years
coming from the outside - wishes
navigation in smartphone
from consumer to prosumer!, millions of apps, personalization
collaboration, dialogue in a changing world, standards?, Apple, MS, Android, proporties, safety, IT, users, conneccted to headunit, compatibility, environment, temperature, what (not) to share, content provider, pushing and than a problem for the customer, standard = landing spot, workable for customer, safety, more complexity, Subtopic, telematics platform/standard, OEM's didn't come further, users had a need
low complexity!, Bluetooth too complex for many, system yes, frontend no
looking at wrong customer, not a car-owner ..., hidden agenda Googke and Apple?
Indian auto market, low price cars, looking for cost saving solutions
ecall part part, what in car/smartphone
Internet connectivity, car, phone, ...
example Ford, perfect car, but didn't connect with my phone