Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PATEO - Automobile Artificial Intelligence (AI) in China, a Digital Marketing Case Study

496 views

Published on

A Digital Marketing Case Study of IT corporation PATEO (based in Shanghai), exploring the market for smart automobiles and the emergence of AI in the automobile industry.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

PATEO - Automobile Artificial Intelligence (AI) in China, a Digital Marketing Case Study

  1. 1. A Marketing Case Study
  2. 2. Agenda Situation analysis PATEO intro and strategy Market climate Industry inauguration challenges Analysis from a marketing perspective Becoming a Market Oriented Firm Educating the Market Strategy Challenges Recommendations
  3. 3. Agenda Situation analysis PATEO intro and strategy Market climate Industry inauguration challenges Analysis from a marketing perspective Becoming a Market Oriented Firm Educating the Market Strategy Challenges Recommendations
  4. 4. Current Situation 1. Market climate 2. Consumer and businesses needs guidance “We’re moving from being just a hardware provider to being a hardware, software, and experiences provider,” - Don Butler, head of Connected Vehicle and Services for Ford Motor Company
  5. 5. Evolution of Technology Mechanic Era Electric Era Information Era AI Era
  6. 6. What have we used to control our devices? Then Keyboard and mouse Now Screen and touch Conversation
  7. 7. Intelligent conversation needs… Hear Clearly Background noise control, testing in various environments, hot- words etc. Understand Deeply The most important step for instigating intelligent conversation, requiring vast amounts of data and advanced technology Meet Needs Provide accurate and thorough information and service
  8. 8. What is Pateo? 1. Insights into the New Industry 2. Pateo’s standing
  9. 9. Automobiles PC and laptops Smartphones and tablets Industry Trend Observations
  10. 10. The past 10 years have seen U.S. consumer desktop PC sales fall by nearly 50% Automobiles PC and laptops Smartphones and tablets Once leading the way, Dell, Hewlett-Packard and Microsoft now face a new world order led by Apple, Google, Samsung and even Amazon.
  11. 11. Automobiles PC and laptops Smartphones and tablets The Currently there are more mobile phones in the world than people The idea of being ‘unplugged’ for longer than it takes to buy a coffee is anathema to the worlds population Connectivity is now seen as an essential need, akin to water
  12. 12. Automobiles PC and laptops Smartphones and tablets Pateo = The Next Step The average American spends 280 hours per year behind the wheel There are over 279 million cars on the road in China, and over 253 million in the US in 2015
  13. 13. Making the dream a reality Customers Lifestyle related services, internet, new experiences, connectivity, safety, user- friendliness etc. Governments Autonomy, safety and new energy development
  14. 14. Pateo’s Mission
  15. 15. Agenda Situation analysis PATEO intro and strategy Market climate Industry inauguration challenges Analysis from a marketing perspective Becoming a Market Oriented Firm Educating the Market Strategy Challenges Recommendations
  16. 16. Challenges 1. Overview 2. Breakdown
  17. 17. 5 Main Challenges Automotive companies can’t benefit from telematics users User experience is no where near the standard of smart phones Safety whilst driving is a major concern for drivers and the government, and therefore for Pateo People don’t yet perceive it as a lifestyle necessity
  18. 18. Challenge 1 People don’t yet perceive it as a lifestyle necessity “Why do I need to wait until I get into my car to book a flight?” Current customers “I can’t bear to be completely unconnected while I’m in my car!” Ideal customers
  19. 19. Challenge 2 User experience is no where near the standard of current smart phones, therefore automotive companies can’t benefit from its telematics users
  20. 20. Challenge 2 User experience is no where near the standard of current smart phones, therefore automotive companies can’t benefit from its telematics users
  21. 21. Challenge 2 User experience is no where near the standard of current smart phones, therefore automotive companies can’t benefit from its telematics users Benefits Costs = Creating superior value for end users and B2B customers
  22. 22. Challenge 2 User experience is no where near the standard of current smart phones, therefore automotive companies can’t benefit from its telematics users Benefits Product • Features • Performance • Reliability • Packaging • Design Support services • Training • Maintenance • Information • Management • Client support Relationship management • Competency • Courtesy • Reliability • Responsiven ess • Communicati on Image • Company reputation • Brand reputation • Atmosphere Etc.
  23. 23. Challenge 2 User experience is no where near the standard of current smart phones, therefore automotive companies can’t benefit from its telematics users Costs Search costs • Product availability • Relationship management • Competence • Responsiven ess • Credibility Acquisition costs • Price level • Timing • Fulfilment process • Incentives Financing costs • Processing and administrative • Flexibility • Security Maintenance • Complexity • Reliability • Availability • Repair costs • Relationship management • Systems management Etc.
  24. 24. Challenge 2 AI era has only just begun De = Energized differentiation R = Relevance E = Esteem K = Knowledge
  25. 25. Challenge 2 AI era has only just begun Energized Differentiation Relevance> Esteem Knowledge> Brand has captured attention and now has the power to build relevance Brand is better liked than known, desire to find out more
  26. 26. Challenge 3 Safety whilst driving is a major concern for all parties The answer lies in AI
  27. 27. Challenge 3 Safety whilst driving is a major concern for all parties Credibility And more… Reviews Reliability Reputation Trustworthiness Sound familiar?
  28. 28. Challenges Benefits Costs = Creating superior value for end users and B2B customers = How What Why User engagement B2B customer touchpoints
  29. 29. Agenda Situation analysis PATEO intro and strategy Market climate Industry inauguration challenges Analysis from a marketing perspective Becoming a Market Oriented Firm Educating the Market Strategy Challenges Recommendations
  30. 30. Overall strategy Becoming a Market Oriented firm Educating the market
  31. 31. Market Orientation 1. What is market orientation 2. Strategy
  32. 32. What is Market Orientation? Discover what customers/clients need and cater products to them Distribution of market intelligence throughout company Responsiveness to market intelligence
  33. 33. Discover Distribute Respond Current and future end user needs Current and future B2B customer needs Competition Collaborators Clarifying overall objectives Communication of marketing intelligence Cross department Honoring promises Respect Collaboration Business culture values Overarching Strategy
  34. 34. B2B Wechat and Networking 1. Wechat Statistics 2. Methods 3. Creating great content 4. Key Takeaways
  35. 35. Wechat Statistics Wechat is the most popular social network in China, it dominates the country’s communicationsWechat combines the best of Facebook, Twitter and WhatsApp into one mobile app Can scan and pay at stores, order movie tickets, follow their favorite brands and accounts etc. Users can share messages with friends, post updates, photos and videos for their fans
  36. 36. Wechat Statistics Increasingly, touchpoints between companies and B2B customers are extending beyond person to person User engagement becomes more and more difficult Wechat is best as a loyalty part of the customer journey and not great for brand awareness However, there are methods to maximize the platform that would give the company the most exposure
  37. 37. Methods • Influential businessmen • Leveraging their personal brand equity • People who have a lot of followers • Can spread the message KOLs Key opinion leaders • Can be shared and passed on • Informative, engaging, moving • Make them smile, laugh, feel happy, sad etc. • Video, pic, infographic, text, stories • Great content will be shared if its targeted at the right people Great Content Layout and Visual Elements • Mobile platform only • Optimize content accordingly • Videos under 3 minutes long • Text that doesn’t take more than 10 minutes to read • Font is readable. Preview Everything! Anything you post on your Wechat is equivalent to anything that leaves your office, and therefore contributes to your company’s reputation.
  38. 38. Methods • Influential businessmen • Leveraging their personal brand equity • People who have a lot of followers • Can spread the message KOLs Key opinion leaders • Can be shared and passed on • Informative, engaging, moving • Make them smile, laugh, feel happy, sad etc. • Video, pic, infographic, text, stories • Great content will be shared if its targeted at the right people Great Content Layout and Visual Elements • Mobile platform only • Optimize content accordingly • Videos under 3 minutes long • Text that doesn’t take more than 10 minutes to read • Font is readable. Preview Everything! Anything you post on your Wechat is equivalent to anything that leaves your office, and therefore contributes to your company’s reputation. Key Takeaway 1 post of high quality original content per week is better than many posts of mediocre content. Especially for B2B inaugural businesses such as Pateo
  39. 39. Product is King Content is King Key Takeaway 1 post of high quality original content per week is better than many posts of mediocre content. Especially for B2B inaugural businesses such as Pateo
  40. 40. Creating Great Content Service Accounts Subscription Accounts  Account is displayed on the main page alongside other chats  Advanced features such as interactive menus  4 posts per month, may include multiple messages in one post  No spam  Straight to their personal feed  More interactive Pros Cons  Less frequent content has be to very good to stand out  1 message per day  Housed under the subscription tab, users must actively check for content Pros  Can connect with followers everyday Cons  Too much noise, crowded  Content hungry  Takes users an extra step to get to the content
  41. 41. Creating Great Content SEO is more important than ever Baidu PATEO
  42. 42. Creating Great Content Service Accounts Subscription Accounts  Account is displayed on the main page alongside other chats  Advanced features such as interactive menus  4 posts per month, may include multiple messages in one post  No spam  Straight to their personal feed  Very high quality Pros Cons  Less frequent content has be to very good to stand out  1 message per day  Housed under the subscription tab, users must actively check for content Pros  Can connect with followers everyday Cons  Too much noise, crowded  Content hungry  Takes users an extra step to get to the content
  43. 43. Consistent and clear company and brand message Helps clients see your progress and relate to your vision Creates precedent for future business and developmental conduct Simple, but Powerful Increased user engagement and B2B touchpoints Entrepreneur + capital = products + customers = business = Educate end users, paving the way to the future - Steve Tobak
  44. 44. Thank You

×