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STRATEGIC CHALLENGESJAGUAR LAND ROVER FACES INCREATINGA DIGITALLY RICH CONNECTED CAR2014-2018Gilles Corby, 19 October 2012
Infotainment is reaching the limit of  2        what can be done in standalone modeof 26                                  ...
Mobile data usage explosion provides  3        an opportunity for Infotainmentof 26                                       ...
To seize this opportunity, JLR must  4        address 3 strategic challengesof 26                                      Act...
To seize this opportunity, JLR must  5        address 3 strategic challengesof 26                                      Act...
Connected car infotainment brings  6        together usually unacquainted partiesof 26                               Netwo...
Each party has a decent claim to  7        owning the user and their revenueof 26                 They are using my networ...
Competitiveness within each party  8        increase the likelihood of turf warof 26                    Vodafone v. Telefo...
This is a recipe for cacophony and  9        procrastination, can JLR be heard?of 26                                      ...
The way out is for JLR to get a plan 10          and drive on with itof 26        1. Make a plan            Jaguar Land Ro...
To seize this opportunity, JLR must 11        address 3 strategic challengesof 26                            Jaguar Land R...
To seize this opportunity, JLR must 12        address 3 strategic challengesof 26                            Jaguar Land R...
The pace of technology evolution 13        increases risk for Jaguar Land Roverof 26                Inception             ...
Lack of visibility makes technology 14        planning decisions trickierof 26           Hardware decisions will affect f...
To de-risk the situation Jaguar Land 15        Rover must be bold, open and agileof 26           When you only have your ...
JLR’s market footprint growth brings a 16        simplification factorof 26                                               ...
The growth of the Chinese market will        have a lasting impact on 17of 26        developments        Strategic challen...
To seize this opportunity, JLR must 18        address 3 strategic challengesof 26                            Jaguar Land R...
To seize this opportunity, JLR must 19        address 3 strategic challengesof 26                            Jaguar Land R...
Infotainment must reinforce the        branded experience JLR has built 20of 26        over the years                     ...
The consumer base of Evoque is 21        likely to set the bar higherof 26           Evoque customers are younger affluen...
The reward for all this effort will be a 22        stronger customer loyaltyof 26           An augmented positive experie...
To seize this opportunity, JLR must 23        address 3 strategic challengesof 26                            Jaguar Land R...
One more thing …     Strategic challenges for Jaguar Land Rover in creating a digitally rich24     connected car Gilles Co...
The connected car experience will 25        impact the value chain, be prepared.of 26                 Design &            ...
Thank you     Strategic challenges for Jaguar Land Rover in creating a digitally rich26     connected car Gilles Corby - 1...
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121019 gilles corby presentation

  1. 1. STRATEGIC CHALLENGESJAGUAR LAND ROVER FACES INCREATINGA DIGITALLY RICH CONNECTED CAR2014-2018Gilles Corby, 19 October 2012
  2. 2. Infotainment is reaching the limit of 2 what can be done in standalone modeof 26 AM/FM/DAB radio RDS CD/mp3 (hard disk) AM/FM radio Sat-Nav AM/FM radio RDS DVD AM/FM radio Cassette Cassette Handsfree First mass-produced car radio Cassette Auto-reverse CD (multi) BT, USB, Jack, iPod 1920s 1970s 1980s 1990s 2000s Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  3. 3. Mobile data usage explosion provides 3 an opportunity for Infotainmentof 26 Forecast Embedded Telematics revenues (Billion Euros) Cost per MB v monthly data consumption, Worldwide 2008 2009 2010 2011 2012 2015 Cost/MB 0.46 0.19 0.10 0.06 0.03 0.01 (USD) MB/mth/smar 149 323 528 736 1041 3390 tphone Source : Portio Research via Mobithinking Source : SBD 2012 Internet access (Mercedes-Benz) Apps (Lexus 2013 GS350) Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  4. 4. To seize this opportunity, JLR must 4 address 3 strategic challengesof 26 Actors fragmentation Lifecycle synchronisation UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  5. 5. To seize this opportunity, JLR must 5 address 3 strategic challengesof 26 Actors fragmentation Lifecycle synchronisation UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  6. 6. Connected car infotainment brings 6 together usually unacquainted partiesof 26 Network operators ? Car Makers ? ? Technology Service providers ? providers Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  7. 7. Each party has a decent claim to 7 owning the user and their revenueof 26 They are using my network They are driving my vehicle Network Car Makers operators Who owns the user/driver ? Technology Service providers providers They are using my system They are enjoying my content Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  8. 8. Competitiveness within each party 8 increase the likelihood of turf warof 26 Vodafone v. Telefonica BMW v Toyota Network Car Makers operators Who builds the strongest competitive advantage ? Technology Service providers providers Broadcom v CSR Google Maps v Nokia Maps Microsoft v Linux Android viOS ecosystem Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  9. 9. This is a recipe for cacophony and 9 procrastination, can JLR be heard?of 26 BMW Toyota Mercedes-Benz Jaguar Land Rover Network GM operators Renault-Nissan Technology Service providers providers Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  10. 10. The way out is for JLR to get a plan 10 and drive on with itof 26 1. Make a plan Jaguar Land Rover infotainment plan Network access decision 2. Milk what can be got from industry fora  Digital security solution  Integration with vehicle systems Network Car  In-car connectivity operators Makers  A/V functionality Telematics content  Ecosystem decision  Vehicle service decision Technolog Service  Hardware partner y providers providers 3. Confidently drive forward jPod + iTunes was not born in GSMA Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  11. 11. To seize this opportunity, JLR must 11 address 3 strategic challengesof 26 Jaguar Land Rover cannot wait for stakeholders to agree. We must run with our own plan Lifecycle synchronisation UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  12. 12. To seize this opportunity, JLR must 12 address 3 strategic challengesof 26 Jaguar Land Rover cannot wait for stakeholders to agree. We must run with our own plan Lifecycle synchronisation UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  13. 13. The pace of technology evolution 13 increases risk for Jaguar Land Roverof 26 Inception Market Launch Car : 5-7 years 3G 3.5G/HSPA 4G/LTE iPhone* iPhone 3 iPhone3GS iPhone4 iPhone5 Angry Birds Lack of visibility * iPhones generate 46% of mobile data traffic (Source Chikita) Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  14. 14. Lack of visibility makes technology 14 planning decisions trickierof 26  Hardware decisions will affect fluidity  CPU power  Memory  Interface  Connectivity decisions will affect comfort of use  Set up  Data speed  Quality of service  Content decisions will affect consumer appeal  Ecosystem  Service provider  Service content Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  15. 15. To de-risk the situation Jaguar Land 15 Rover must be bold, open and agileof 26  When you only have your best guess, go Large  Remember predictions 1MB/s would be enough?  Flip phones were still the rage 7 years ago  Avoid getting locked in a specific technology  Open standards guaranty continued access  Check track record for backward compatibility  Not all decisions have to be made today  Beready for change  Have fall-back options Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  16. 16. JLR’s market footprint growth brings a 16 simplification factorof 26 JLR sales last 6 months  80% sales in 4 5% geographical 17% 21% China Europe segments UK 17% 21% North America All other mkts 19% Asia Pacific  57% in 3 countries, China is getting bigger 5% 22% Source : Jaguar Land Rover 17% 17%  Land Rover Evoque 20% 30% units sales 20% JLR sales last 12 months Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  17. 17. The growth of the Chinese market will have a lasting impact on 17of 26 developments Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  18. 18. To seize this opportunity, JLR must 18 address 3 strategic challengesof 26 Jaguar Land Rover cannot wait for stakeholders to agree. We must run with our own plan To be future-proof Jaguar Land Rover must be bold, open and agile, still being consistent with our market UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  19. 19. To seize this opportunity, JLR must 19 address 3 strategic challengesof 26 Jaguar Land Rover cannot wait for stakeholders to agree. We must run with our own plan To be future-proof Jaguar Land Rover must be bold, open and agile, still being consistent with our market UX to drive ROI Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  20. 20. Infotainment must reinforce the branded experience JLR has built 20of 26 over the years style, Inspiring performance, living the spirit of adventure refinement, prestige affordability Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  21. 21. The consumer base of Evoque is 21 likely to set the bar higherof 26  Evoque customers are younger affluent early adopters  Used to smartphones, digitally savvy  Technology is an enabler, not a wow factor  Existing devices must integrate seamlessly  Easyset up  Synchronise content and selected functionality  Be ready to keep the proposition at the cutting edge Non-intrusive upgrades, updates Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012  Compatibility with the leading ecosystems
  22. 22. The reward for all this effort will be a 22 stronger customer loyaltyof 26  An augmented positive experience provides additional reasons to stay with Jaguar Land Rover  Reduce the pain of switching to a new vehicle by easily transferring the content and services  Technology cycles can drive the vehicle replacement cycle down and increase sales. Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  23. 23. To seize this opportunity, JLR must 23 address 3 strategic challengesof 26 Jaguar Land Rover cannot wait for stakeholders to agree. We must run with our own plan To be future-proof Jaguar Land Rover must be bold, open and agile, still being consistent with our market Adapting a user experience that breathes the Jaguar Land Rover identity to the new consumer base will provide a strong return on investment Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  24. 24. One more thing … Strategic challenges for Jaguar Land Rover in creating a digitally rich24 connected car Gilles Corby - 19/10/2012
  25. 25. The connected car experience will 25 impact the value chain, be prepared.of 26 Design & Manufacturing Marketing Sales Engineering In-car Telematics interfaceNew processes Infotainment awareness Sales force training New technologies Market specific Software Crisp and clear Customer introduction New skills packages communication Customer support New people Position as part of the Prevent silo effect whole value proposition Agile development Strategic challenges for Jaguar Land Rover in creating a digitally rich connected car Gilles Corby - 19/10/2012
  26. 26. Thank you Strategic challenges for Jaguar Land Rover in creating a digitally rich26 connected car Gilles Corby - 19/10/2012

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