Post on 12-Apr-2017
© 2015 IBM Corporation
The AUTOmobile becomes the autoMOBILE How does the mobility revolution impact automotive business models?
Dr. Sebastian Wedeniwski IBM Distinguished Engineer, CTO Automotive Industry
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Three primary disruptors are causing industry boundaries to blur and even disappear
2
Expect digital engagement and experiences
Can be compelled to co-‐create products and strategy
Taps into intelligent vehicle capabili:es
Creates new offerings via consumer-‐driven requirements
Enables new paths to enterprise growth
Creates new opportuni:es to collaborate within and outside tradi:onal industry borders
External Factors
Source: IBM Institute for Business Value: Automotive 2025 – Future trends and the transformation of the Automotive Industry
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Agenda
3
Ø Consumers: Digital disruption into the physical world
Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles
Ø Critical business competencies in a globally transforming digital age
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Consumer
Connected Car Life Style
4
Generation 2010 2020 Grown up
Defines Invent
Traditionalist (born <1946) Silent Generation
4% 1% Books Fax
Baby Boomers (1946-1964) Growth Economies Generation
38% 22% TV PC
Generation-X (1965-1976) Tales for an Accelerated Culture
21% 20% PC Mobile Phone
Millennials (1977-1997) Digital Natives (Gen-Y)
37% 50% PC & Internet
Google & Facebook
Gen-2020 (born > 1997) Hyper connected
0% 7% Mobile Media
iPhone Apps
The nature of the consumers is changing
OEM
The History Historically the Dealer-to-
Consumer relationship, supported by the Business-to-Dealer relationship have
been the key relationships in the automotive industry.
The Opportunity 1. Digital technologies will enable OEMs to establish a much closer customer relationship (Customer 1st). 2. In addition the “Connected Car” opens up new “Vehicle to Consumer” (V2C) and “Vehicle to Business” (B2V) relationships.
Dealer Vehicle
B2D
D2C V2C
V2D
B2V
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Customer experience: Do we LOVE our cars?
5
You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
“ ”
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Customer experience: Do we LOVE our cars?
6
• Is buying a car a good customer experience today? • Is car insurance a good customer experience today? • Is car maintenance a good customer experience today? • Is parking a good customer experience today? • Is car trading a good customer experience today? • …
This is the entry for other industries!
You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
“ ”
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Personalized Experiences Example – Business Traveler Use Cases
7
Mobile Devices
Avionics
Quick Service Restaurant
Integrated Resort
Car
Internet of Things New Emerging Devices
e-‐Token/ Smart Key
Digital Signage
POS Connec:vity Technologies
Content Integra:on Triggers
Personaliza:on Preferences • Brands • Lifestyle Entertainment • Merchants
Ac:vi:es • Travel
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Agenda
8
Ø Consumers: Digital disruption into the physical world
Ø Mobility: The mobility revolution in the automotive industry Ø Ecosystem: Inside, related, and beyond connected vehicles
Ø Critical business competencies in a globally transforming digital age
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry 9
6 MAF4-18
Shared mobility
Fleet and leasing
Integrated fare management
Savings potential
Mobility planning apps
Road trains
Rapid shuttles
Self learning car
Smart access
Dedicated lane
Smart parking
Real-time traffic management
Intelligent Mobility Market: Concept of Sustainable Mobility, Global, 2015–2035
i
Framework Current infrastructural framework and enablers need to be upgraded or purpose built to a higher plane of intelligence to serve the upcoming needs of intelligent mobility.
Mobility Innovative and diverse mobility solutions that cater to a wide range of consumers’ mobility needs will exist cohesively, providing cost-effective and time-saving travel options for commuters.
Intelligent Mobility—A Multi-faceted Sustainable Solution Several facets of today’s mobility solutions will face disruption and evolve to fit tomorrow’s intelligent mobility ecosystem, resulting in improved benefits and responsibilities for consumers.
Source: Frost & Sullivan
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry 10 Source: Bosch
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Mobility is getting from A to B
11
The “Amazon of Mobility” is a Network Ecosystem
Start
Preferences • Time • Costs • Simplicity • Comfort • …
Use Case • Business • Leisure • Shopping • …
Travel destination
One check-in … keep your personalities always with you … one payment
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Agenda
12
Ø Consumers: Digital disruption into the physical world
Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles
Ø Critical business competencies in a globally transforming digital age
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
How has the car changed since 2007?
13
Source: Daimler AG (Feb 05, 2015) Investor Conference, "Getting grip to the road!"
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
How has the car changed since 2007? AND the ecosystem?
14
Source: Daimler AG (Feb 05, 2015) Investor Conference, "Getting grip to the road!"
How has the mobile changed since 2007? The smartphone as the key to mobility!
iPhone (1st generation) first released June 29, 2007
iPhone 6 first released Sept 19, 2014
Creating new products and business models!
Driving engagement and customer experience!
Accelerating advances in technology…!are transforming every part of business!
Advanced analytics!
Product lifecycle!
Cloud!
Pervasive!connectivity!
Embedded sensors!
!
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
IBM – Panasonic Cross Value Innovation for New Business Models
15
Internet of Things Automotive centric Ecosystem – B2B2C Customers & Collaboration Partners
Connected IRE
• Autonomous Car for Car Rental Apps with e-check in/out at airports
• Integrated Dealership Experience with KIOSK and Intelligent Agents
• Car Centric e-payments for QSR and Intelligent /Personalized Offers
• Real Estate Agents Car
• Contextual Personalized Brand Life Style Content Delivery at all IBM & Panasonic B2B / B2B2C touch points
• Integrated Parking & e-payments
• Car Surround View User Generated Content
• Car Centric Stadium Apps for Tailgate and Parking type events
• Fleet Solutions
IoT Devices (w/ APIs)Design & Development & Manufacturing
Capabilities
IoT Cloud SolutionsDesign & Development & Manufacturing
Capabilities
Core Technologies
Vertical Domains B2B2C Know-How
Inside-out Vehicle
Connected(Healthcare(
• Health'Presence'• Extended'Care'• Pa1ent'Media'
Monitoring'• I7Services'in'HC'• Pa1ent'Room'of'
the'Future'• Extended'Care'
• City'Infrastructure'Mgt.'
• Remote'Expert'for'Gov.'
• Untethered'Employee'
Connected(City((
• Mobile'Shopper'Experience'
• Digital'Signage'• KIOSK'• Smart'Locker'• Remote'Expert'• Demographic'• Untethered'
Employee'• Store','Social,'
Opera1onal'Analy1cs'
'
Connected(Retail(
• Interac1ve'Banking'Kiosks'
• Integrated'Remote'Expert'Mobile'Advisor'
• Connected'Analy1cs'for'Retail'
'
Connected(Omni3Channel(
Connected Solutions
Customer Experience
Strategy
• Interac1ve'POS'Kiosks'
• Digital'Content'Hub'
• e7payments'• Connected'
Analy1cs'for'QSR'
• Food'/'Logis1cs''• Security''
Connected((QSR(
• Brand'Life'Style'Personaliza1on'thru'Panasonic'Connected'Screens''
• Loca1on'Based'Car'Life'Style'Services'
• e7payments'• BIG'DATA'• Security''
Connected((Car/Mobility(
Industry-specific Transformations
Applications & Solutions
Platforms
Devices & Networks
Driver Insights Vehicle Insights Infrastructure Insights
Cognitive Cloud
IBM Global Payment Security Operation Center
Moving Object Map Analytics
Cognitive Agent
Outside-in Vehicle
ADAS ComponentRear Seat EntertainmentOnboard Charging SystemElectrification ComponentsBatteriesCamerasSensorsNavigation
Display Audio Head up displaySmart DisplayCockpit System
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Agenda
16
Ø Consumers: Digital disruption into the physical world
Ø Mobility: The mobility revolution in the automotive industry
Ø Ecosystem: Inside, related, and beyond connected vehicles
Ø Critical business competencies in a globally transforming digital age
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Personal Mobility is changing the product architecture…
17
vehicle
power train
combustion engine
gearbox
chassis
steering system
braking system
suspension system
body
platform
hat
overall
exhaust system
fuel system
interior
seats
console
electr(on)ic
electrical power supply
lights
infotainment multimedia
Drive architecture
Life architecture
Source: BMW
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
The value chain needs to be changed to implement it
18
Development Produc:on Sales APer-‐sales support
Digitalisa:on of the industry: A move from the AUTOmobile to the autoMOBILE
Core processes of the classic business model in the automotive industry
Procurement & produc:on
Sales and digital access
Digital product
integra:on
Value-‐added services
Core processes of the business model in the mobility industry
AUTOmobile in order to emphasise ‘Auto’ – the German word for car
AutoMOBILE to emphasise the mobility of travelling from one place to another
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
IBM Internet of Things for Automotive Vision “autoMOBILE with IBM”
19
Development* Produc0on* Sales* A5er6sales*support*
Digitalisa0on*of*the*industry:*A*move*from*the*AUTOmobile*to*the*autoMOBILE*
Procurement*&*produc0on*
Sales*and*digital*access*
Digital*product*integra0on*
Value6added*services*
Product:)minimalis0c*travel*capsule*
*Product)development:)
Raw*material*produc0on,*manufacturing*of*basic*
parts,*assembly**
Manufacturing)type:)Build*to*stock*
*Focus)of)subsystems:)Drive*system,*chassis,*
bodywork*!
Business)domain:)Physical*produc0on*&*outbound*logis0cs*
Product:)Travel*capsule*&*periphery*
*Product)development:)
3D*printer,*connect,*replace*
*Manufacturing)type:)
Build*to*order**
Focus)of)subsystems:)Interior/equipment,*electricals/electronics*
!Business)domain:)
Sales*&*digital*access**
Product:)autoMOBILE*
*Product)development:)
So5ware*Defined*Environment*
*Manufacturing)type:)
Digital*copy**
Focus)of)subsystems:)Communica0on*&*entertainment,*electr(on)ics*
!Business)domain:)
Digital*product*integra0on*&*value*added*services*
Industry-specific Transformations
Applications & Solutions
Platforms
Devices & Networks
IoT for Automotive
Vehicle Insights Driver Insights Infrastructure Insights
Cognitive Cloud
Cognitive Agent
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Don’t forget the legacy of 89 business competencies in the automotive industry
20
Corporate'leadership'
Research'&'development'
Procurement'&'inbound'logis1cs'
Produc1on'Marke1ng'&'
communica1on'Sales'&'
outbound'logis1cs'Financial'service'
AAerBsales'support'
Human'resources'
Quality' Finance'&'controlling' Infrastructure'Corporate'
support'service'
Leadership'domain'
Core'business'domains'
Administra,on'domains'
Support''domains'
Planning'&'management'system'
Internal'control'system'
Repor1ng'&'indicators'
Accoun1ng,'financial'statement'
Treasury'
Financial'market'communica1on'
Goals,'values,'principles'
Corporate'strategy'
Business'&'process'structure'
Integrity'&'law'
Risks'&'finance'
Safety'&'security'
Corporate'documenta1on'
Environment'
HR'management'&'process'
Human'resource'policy'
HR'planning'&'organisa1on'
Opera1on'control'
Evalua1on'
Entry'&'exit'
Opera1on'&'development'
Administra1on'&'remunera1on'
Understanding'of'quality'
Quality'planning'
Quality'improvement'
Quality'evalua1on'
Performance'evalua1on'
Quality'assurance'
Problem'and'error'processing'
Quality'documenta1on'
Planning,'requirement,'change'
Research'&'preBliminary''develop.'
Standard,'method,'process'
Tes1ng'&'valida1on'
Concept,'design,'construc1on'space'
Development'&'engineering'
Product'data'&''documenta1on'
Procurement'strategy'
Logis1cs'planning'&''management'
Supplier'rela1onship'
Supplier'evalua1on'
Purchase'awarding''&'contract'
Produc1on'supply'
Procurement'op1misa1on'
Produc1on'planning'&'management'
Equipment'planning'
Produc1on'assurance'
Series'prepara1on'
Manufacturing'
Assembly'&'intralogis1cs'
Corporate'communica1on'
Corporate'&'brand'iden1ty'
Marke1ng'concept'
Execute'
Control'
Direct'
Market'analysis'&'success'evalua1on'
Marke1ng'measures'
Edi1ng'&'Proofreading'
Media'archive'
Produc1on'process'&'simula1on'
Sales'strategy'&'client'
Sales,'demand,'stock'
Distribu1on'system'
Sales'performance'
Qualifica1on,'quote,'contract'
Order'&'distribu1on'
Acceptance'&'documenta1on'
Distribu1on'op1misa1on'
Financial'service'strategy'
Guideline,'process,'risk'
Evalua1on'&'sustainability'
Performance'measurement'
Financial'services'contract'
Bank'&'credit'
Insurance'
Customer'voice'
Connected'vehicle'
Customer'&'vehicle'data'
Product'monitoring'
Warranty'&'goodwill'
Standard,'equipBment,'informa1on'
Loca1on'planning'
Facility'&'site'safety'
Equipment'&'supply'
IT'opera1ons'
Knowledge'&'ideas'
Law'&'regula1ons'
IT'development'&''documenta1on'
Assistance'
IT'planning'
Project,'por[olio,'process'
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Primary focus on building up digital and mobility competencies
21
Sales & digital access
Sales strategy & client
Sales, demand, stock
Sales performance
Qualifica:on, quote, contract
Order & personalisa:on
Acceptance & documenta:on
Customer voice & contact
Sales strategy & client
Sales, demand, stock
Distribu:on system
Sales performance
Qualifica:on, quote, contract
Order & distribu:on
Acceptance & documenta:on
Distribu:on op:misa:on
Produc:on planning & management
Resource planning
Produc:on safeguarding
Engineering, series prepara:on
Manufacturing
Assembly & intralogis:cs
Produc:on process & simula:on
Distribu:on system
Distribu:on op:misa:on
Produc:on planning & management
Resource planning
Produc:on safeguarding
Series prepara:on
Manufacturing
Assembly & intralogis:cs
Produc:on process & simula:on
Physical produc:on & outbound logis:cs
Digital product integra:on & value added
service
Planning, requirement, change
Network Ecosystem
Client & vehicle data
Product monitoring
Guarantee & goodwill
Standard, equip-‐ment, informa:on
Vehicle fleet & mobility service
Tes:ng & valida:on
Research & Development
Planning, requirement, change
Research & pre-‐liminary develop.
Standard, method, process
Tes:ng & valida:on
Concept, design, construc:on space
Development & engineering
Product data & documenta:on
Customer voice
Connected vehicle
Client & vehicle data
Product monitoring
Guarantee & goodwill
Standard, equip-‐ment, informa:on
Financial service strategy
Guideline, process, risk
Evalua:on & sustainability
Performance measurement
Financial services contract
Bank & credit
Insurance
Financial service strategy
Guideline, process, risk
Evalua:on & sustainability
Performance measurement
Financial services contract
Bank,,credit, payment portal
Insurance
Produc:on Sales &
outbound logis:cs
APer-‐sales support
Financial service
Financial service
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
Business competencies of the changing business architecture for the autoMOBILE value chain
22
Corporate'leadership'
Procurement'&'inbound'logis1cs'
Phy.'produc1on'&'outbound'logis1cs'
Marke1ng'&'Communica1on'
Sales'&''digital'access'
Financial'service'Digital'product'
integra1on'&'value'added'service'
Human'resources'
Quality'Finance'&'Accoun1ng'
Corporate'support'service'
Infrastructure'
Leadership'domain'
Core'business'domains'
Administra,on'domains'
Support''domains'
Planning'&'management'system'
Internal'control'system'
Repor1ng'&'figures'
Accoun1ng,'financial'statement'
Treasury'
Financial'market'communica1on'
Goals,'values,'principles'
Corporate'strategy'
Business'&'process'structure'
Integrity'&'law'
Risks'&'Fnance'
Security'
Corporate'documenta1on'
Environment'
HR'management'&'process'
Human'resource'policy'
HR'planning'&'organisa1on'
Opera1on'control'
Evalua1on'
Entry'&'exit'
Opera1on'&'development'
Administra1on'&'remunera1on'
Understanding'of'quality'
Quality'planning'
Quality'improvement'
Quality'evalua1on'
Performance'evalua1on'
Quality'valida1on'
Dealing'with'problems'&'errors'
Quality'documenta1on'
Planning,'requirement,'change'
Procurement'strategy'
Logis1cs'planning'&''management'
Supplier'rela1onship'
Supplier'evalua1on'
Purchase'awarding''&'contract'
Produc1on'supplies'
Procurement'op1misa1on'
Produc1on'planning'&'management'
Resource'planning'
Produc1on'safeguarding'
Engineering,'series'prepara1on'
Manufacturing'
Assembly'&'intralogis1cs'
Corporate'communica1on'
Business'&'brand'iden1ty'
Marke1ng'concept'
Execu,on'
Control'
Management'
Market'analysis'&'success'evalua1on'
Marke1ng'measures'
Edi1ng'&'proofreading'
Media'archive'
Produc1on'process'&'simula1on'
Sales'strategy'&'client'
Sales,'demand,'stock'
Distribu1on'system'
Sales'performance'
Qualifica1on,'quote,'contract'
Order'&'personalisa1on'
Acceptance'&'documenta1on'
Distribu1on'op1misa1on'
Financial'service'strategy'
Guideline,'process,'risk'
Evalua1on'&'sustainability'
Performance'measurement'
Financial'services'contract'
Bank,'credit,'payment'portal'
Insurance'
Customer'voice'&'contact'
Network'Ecosystem'
Client'&'vehicle'data'
Product'monitoring'
Guarantee'&'goodwill'
Standard,'equipBment,'informa1on'
Site'planning'
Facili1es'&'sites'safety'
Equipment'&'supplies'
IT'opera1on'
Knowledge'&'ideas'
Law'&'regula1ons'
IT'development'&''documenta1on'
Assistance'
IT'planning'
Project,'por[olio,'process'
Vehicle'fleet'&'mobility'service'
Technology'&'development'
Research'&'preBliminary''develop.'
Standard,'method,'process'
Tes1ng'&'valida1on'
Concept,'design,'construc1on'space'
Development'
Product'data'&''documenta1on'
© 2015 IBM Corporation
IBM Global Automotive
Dr. Sebastian Wedeniwski, IBM Distinguished Engineer, CTO Automotive Industry
…further details
23
The Mobility Revolution in the Automotive Industry: How not to miss the digital turnpike!
The Internet of Things, Cloud Computing, Connected Vehicles, Big Data, Analytics – what does this have to do with the automotive industry? This book provides information about the future of mobility trends resulting from digitization, connectedness, personalization and data insights. The automotive industry is on the verge of undergoing a fundamental transformation. Large, traditional companies in particular will have to adapt, develop new business models and implement flexibility with the aid of appropriate enterprise architectures. Transforming critical business competencies is the key concept. The vehicle of the digital future is already here –who will shape it?
http://www.amazon.com/Mobilitätsrevolution-Automobilindustrie-Ausfahrt-digital-Xpert-press/dp/3662447827/ref=sr_1_1 http://www.amazon.com/Mobility-Revolution-Automotive-Industry/dp/3662477874/ref=sr_1_2
1
ISBN 978-3-662-47787-8
Sebastian Wedeniwski
The Mobility Revolution in the Automotive IndustryHow not to miss the digital turnpike
The Mobility Revolution in the Automotive Industry
Wedeniwski
Sebastian Wedeniwski The Mobility Revolution in the Automotive Industry How not to miss the digital turnpike
Th e Internet of Th ings, cloud computing, connected vehicles, big data, analytics – what do any of them have to do with the automotive industry? Th is book provides essential information on the future of mobility trends resulting from digitization, connectedness, personalization and data insights. In particular, traditional companies will have to adapt, develop new business models and become more fl exible with the help of appropriate enterprise architectures; transforming critical business competencies will be the key. Th e vehicle of the digital future is already here – but who will shape it?
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