The Internet of Vehicles service was introduced to China, and it has been more than eight years old. It is no stranger to the majority of car owners. It is false to say that no one is profitable in this circle. Telecom operators and T-Box suppliers have at least a considerable profit. However, as the core TSP of the Internet of Vehicles business, there are really not many people who have really made a lot of money. As mentioned earlier, the root of the problem lies in the deviation of the “value†and “price†of the Internet of Vehicles, and is not recognized by the public.
The service of the Internet of Vehicles requires a one-time construction cost. Some services also require a lot of operating costs. Therefore, we have done preliminary research, defined and developed new services, and we always hope that users can use them and gain customer recognition. But sometimes it is often counterproductive. Let's take a closer look at which services are not "payable" by customers:
Information call (iCall). This convenient service is mainly to help customers download the destination (POI) to the local navigation system. It has many brands in developed countries such as Europe, America and Japan. However, after the introduction in China, the car factory firstly “happy†found that iCall is used in China too much, which is dozens of times abroad, and it is concluded that the Chinese like this service very much. However, thanks to the development of the automobile industry, the average age of Chinese car owners is rapidly declining, and China has the most developed mobile Internet industry in the world. Therefore, the data we have observed in recent years is that the usage of iCall is declining. From 4 or 5 years ago, it was reduced to about 1 time from 3 times a month. Some brands even have less than 1 time per month, and they are replaced by Internet mobile navigation with better user experience. Therefore, in addition to some "old iron powder" users, iCall is now basically a function to show off to friends.
Concierge service. This is the extension of iCall. You can book airline tickets, hotels, and restaurants by making a phone call in the car. It looks like "beautiful." However, this channel does not have the advantage of “priceâ€. Why should customers use it? According to statistics, a car networking product has nearly 600,000 customers, but the concierge service only has a poor monthly transaction of about 200. Think about it, would it be better if you could make a "customization" for the owner's portrait? For example, for high-end brand customers, you can consider a joint marketing with Hilton or Marriott, each car owner can enjoy a discount of 40% (or lower) for the "in-car" hotel. Will this be a win-win situation?
Parental Control. This feature consists of three main subsidiaries: Geo Fence, Curfew, Speed ​​Alert, and it seems that most of them are some of the regulatory functions that parents drive for their children. There are also a lot of products that provide "geo-fence" and "speed warning" in China. Although these functions seem to be a bit "hyun", it seems to be useful, but from an operational point of view, the use of these functions. The rate is extremely low, and it belongs to the "flashy" gimmick function.
News, stocks. (News, Stock). These two are generally the car app, which was developed by the depot and installed on the HU (Head Unit). Also because of the poor user experience and the high degree of substitutability, this kind of application can only be turned over by the owner when it is only stuck in traffic. From the specific data of a luxury OEM car networking product, the frequency of News is only 2.6%, and the stock is as low as 0.7%. However, the "in-car content", the author is very optimistic, if there are products that can be "customized" and "intelligent" plus a little "personalization", such content will be loved by users!
Maintenance Schedule (Service Schedule). The original intention of this function is also good, remind customers to do maintenance, and make a good appointment with 4S dealers to improve the "return rate." Unfortunately, this service also has some acclimatization in China. It is not customary for Chinese customers to make maintenance in advance. Secondly, many customers are not loyal to a particular 4S dealer. There are customers who have made reservations and maintenance through the system. They don't necessarily arrange personnel and time to connect. This kind of function is finally remembered.
Dynamic Website (CWP). The dynamic website is strictly a service medium, which generally provides: customer data management, function introduction, renewal, and partial function realization (mainly remote control function). In the early car networking system, many car manufacturers have developed this website to promote their own products and provide services to customers. However, the development of smart phones is far beyond everyone's imagination. People have been used to using mobile phones to understand information and control their own cars. Dynamic URL usage is currently less than 0.1% (only 0.1 of 100 customers will log in once in a month)
In general, many services are imported from abroad, and are not applicable in China. Some services are not superior to mobile phones, so they are the result of frequent and sticky use of Internet of Vehicles products. In the future, TSPs and OEMs should think together about how to improve the value and experience of services, and develop more “grounded gas†and “customized†functions for customer groups. Only by filling the gap between “price†and “valueâ€, car networking products can be more liked by customers.
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