2011 Apps

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2011 Apps, HMI and Telematics Voice of Consumer Study

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2011 Apps

  1. 1. 2011 Apps, HMI and Telematics Voice of Consumer StudyEuropean Consumers’ Attitudes, Perceptions, and Willingnessto Pay Towards Mobility Apps, HMI Concepts and Telematics Services Multiclient Proposal for Discussion September 2011
  2. 2. Table of Contents Introduction and Study Objectives Page 3 Project Scope & Methodology Page 5 Key Deliverables Page 12 Project Timeline Page 18 Project Investment Page 20 Appendices Page 22 2
  3. 3. 2011 Apps, HMI and Telematics Voice of Consumer Study European Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards Mobility Apps, HMI Concepts and Telematics Services • How often do consumers use their smartphone inside the car?Smartphone Usage • Do consumers dock their smartphone inside the car on a regular basis? Trends – e.g. • Are consumers interested in free smartphone navigation, nominal paid smartphone navigation over other ones Navigation, etc such as PND and OEM? Satisfaction levels if already have a smartphone navigation solution? • Do they consider the smartphone to be a long term information and connectivity source inside car?Interest in Current • What is consumer interest in accessing apps inside car in areas such as parking, augmented reality, and Expected crowdsourced navigation, ADAS, car sharing etc? Satisfaction levels if already access any of these apps? • Are consumers willing to pay for these apps – even a nominal $2-5 as an one time fee? Apps in Entire • What are the future app areas that consumers are interested to see - vehicle to grid, smart charging, integrated Mobility Space parking and EV charging, etc?Attitude, Perceptio • When it comes to infotainment, connectivity and smartphone interfacing what are the HMI input output options ns and that comes to mind to consumers? Satisfaction levels with existing solutions (verbatim and with solutions) • What is the consumer interest to pay for different input HMI options, current and future?Willingness to Pay • What is consumer interest to pay for different HMI output options, current and future? for HMI Options • How important is HMI in brand retention according to consumers compared to other key factors ?Attitude, Perceptio • What is consumer interest when it comes to telematics services such as eCall, bCall, vehicle tracking and ns and mileage based insurance? Satisfaction levels with existing solutions?Willingness to Pay • How much are consumers willing to pay for these services as an option? Do they want these features as standard inside the car? for Telematics • How does telematics features compare to others such as fuel economy in purchase influencer in vehicle Services buying? Tracking Analysis • How has app usage, needs and willingness to pay changed from 2010 results?- Comparison with • How has HMI usage, needs and willingness to pay changed from 2010 results? • How has smartphone usage levels changed from 2010 results?2010 Study Results • What is the customer satisfaction with existing OEM nav, connected nav, connected PND or other navigation Vehicle solutions? Satisfaction & • What brands consumers perceive to have best in class app ready connected solutions?Brand Perceptions • What brands do consumers perceive to be best in terms of having the best HMI input output options? • What brands do consumers perceive to be best in terms of offering telematics services? 3
  4. 4. Table of Contents Introduction and Study Objectives Page 3 Project Scope & Methodology Page 5 Key Deliverables Page 12 Project Timeline Page 18 Project Investment Page 20 Appendices Page 22 4
  5. 5. Mobility Apps- Mobile Apps are being Developed in a Variety of FieldsImpacting Sustainability and New Age Mobility We will focus on the apps below and also investigate future app types Dynamic Ride Sharing Others – Location-enabled e.g. RelayRides, Carticipate social networking, remote Dynamic Intermodal communication Transport Planning e.g. Foursquare, Viper e.g. Opti-Trans, Anystop SmartStart Augmented Reality Mobility App Parking Management and Applications Categories Payment Solutions e.g. Mobilizy e.g. Parking Dialogue Crowdsourced Navigation LBS Categories – e.g. Taxi and Traffic Application Booking Advanced Driver e.g. Waze, Inrix, Beat the e.g. 1TouchTaxi, TaxiZapp Assistance Services Traffic e.g. iOnRoad 5
  6. 6. OEMs are Currently working on Developing API to Control Entertainment Apps on Smartphones through vehicle HMI and at the same time working on Free LBS Apps Vehicle Telematics Entertainment Location Based Navigation Information Others Related Apps Apps Service Apps Related Apps Apps Toyota I EV Apps – BMW TomTom Audi Car Heart Toyota Park BMW Active Roadside Navigation Monitor App Internet Smart App E, Nissan Assistance App Radio App LEAF apps Ford - Sync Bosch Mercedes myChevrolet OnStar Zip Car – Car Enabled Navigation Mbrace App App Mylink App Sharing App Pandora App Fauercia BMW Ciao Fiat Ford – Sync Trapster – Toyota Smart Smart Fit – Connected Smartphone Enabled Speed G-Book App Seat Related App App Stitcher Camera App App Dynolicius – BMW/Mini Viper Smart Mercedes Green Apps Continental Diagnostics Connected Start Remote Smart Drive – Green TPMS App App App App App Meter AppM6AO - 18 6
  7. 7. Future Connectivity Trends: VNC based data replicator method popular today as future leans towards cloud based head unit Cloud based Vehicle based Revenue Opportunity: HMI – Display Revenue Opportunity: HMI - Display Apps Apps All Data accessed from Cloud Smartphone used for connectivity Smartphone / in-built modem used for connectivity Partial Intelligence in Car Smartphone based Revenue Opportunity: App / embedded unit Revenue Opportunity: HMI - Display Apps Apps Apps Virtual skins loaded both on car and mobile phone Smartphone provides connectivityM6AO - 18 7
  8. 8. Apps Scope: We will test Consumer Desirability and Willingness to Pay for Existing and Upcoming App Ideas We will investigate interest levels and willingness to pay for these current and future apps. However this is not an exhaustive list and can be expanded based on client feedback Medium to Long Term (>2 Years) V2G Short Term (Next 1 Year) Smart Prognostics Charging Intermodal Navigation Journey Trip Planning & Traffic Planning Current Telematics LBS Social ADAS Services Car Networking Sharing Augmented LBS Apps Reality EV Station Finder NFC Parking & Apps V2X Apps Payment Remote V2V Control AppsM6AO - 18 8
  9. 9. HMI Scope – A Variety of Input Output HMI Options relating toInfotainment and Connectivity will be Discussed Not an exhaustive list, but some current and future features are listed below. We will expand it based on client feedback 9
  10. 10. Telematics Services Scope – Will include all types of services such aseCall/bCall, Diagnostics, UBI, SVT and also Analyze Impact of Upcoming eCallLegislation Usage-Based Rental/Leasing Pays As You Drive Tolling Post Crash Pays As You Stolen Vehicle Assistance Drive Tax Recovery Automatic diagnosis and Pays As You software bCall Theft updates Service Pollute Notification In Vehicle Pay As You Drive or Usage- Driver eCall Vehicle Based Maintenance Service Insurance Monitoring Assistance Event Usage-Based Stolen Vehicle Remote Vehicle Notification services (PAYD) Tracking Diagnosis M29D-18 10
  11. 11. Audio and Radio Solutions Scope – We will include Traditional Audio Systemsand Radio Solutions (Satellite Radio, Internet Radio, DAB etc) for InterestInvestigation We also want to cover multimedia areas in this study – audio systems, radio technologies current and upcoming ones. We can expand list based on feedback from clients We will look to We will look to We will look to analyze consumer analyze consumer analyze consumer interest and interest, perceived interest, perceptions willingness to pay for benefits, drawbacks, and willingness to pay elements such as willingness to pay for for different radio 1) Sound processing 1) Internet radio apps platforms, such as software 2) Pros and cons of 1) DAB, DAB+ 2) internet radio apps 2) Satellite Digital Speakers, Amplifiers, compared to other Radio USB, etc radio platforms 3) HD Radio service 3) Surround sound 3) Data packages 4) AM/FM Radio technologies analysis 4) Brand perceptions M29D-18 11
  12. 12. Research MethodologyMethodology: Sample size 2400On-line panel based survey of consumers To conduct this proposed research we will use an on-line Sample will be split between Rural and Urban panel based survey. This will allow us to provide images consumers and other stimuli to test consumer perceptions of the Urban focus: London, Paris, Milan, Berlin, Madrid challenging issues associated with apps, HMI, telematics services, multimedia systems, etc. Furthermore, research Rural: random sample across each country conducted by Frost & Sullivan using this approach has • France, Germany, Italy, UK & Spain proven the high level of quality in data collected versus CATI or on street intercept surveys. We will typically use panels that are used for market research purposes, therefore, panels quality is maintained. Languages and DeliverablesBenefits of on-line panel based surveys... • Frost & Sullivan will conduct the research based on the  Benefits of On-line panel: main languages of English, French, Italian ,Spanish,  Improved and more effective screening capabilities Russian and German  Respondents typically provided with incentives and • Frost & Sullivan will deliver a report in PowerPoint even if screened out consumers receive points so more willing to answer honestly format & provide access to data via portal - simulator  Allows questionnaires to include improved and likely to be included for the conjoint share of preference advanced skip/branch logic and stimuli - cross tables and data files in SPSS can be provided  Responses not left open to individual interpretation upon request (i.e. by the interviewer) • The sample size and details will be finalized in  Faster data collection times as invitations sent in parallel discussions with the key sponsors and is therefore  Generally more cost effective than CATI or on-street subject to change intercept surveys 12
  13. 13. Proposed Sample Size: Private Vehicle OwnersConsumers will be screened as follows. Frost & Sullivan uses panel providers that employ strict recruitmentguidelines and standards where possible or providers that use their panels for market research purposes only(e.g. no telemarketing). Consumers will be provided with points or cash incentives to complete the survey, pointsare usually awarded even when consumers are screened out. Online Survey Sample A&B C D&E SUV MPV Total Outlined is an on-line survey with 2000 respondents across France 100 100 100 50 50 400 Europe. Germany 100 100 100 50 50 400 Sample Structure The quota per vehicle segment UK 100 100 100 50 50 400 is shown in the table to the right. We are happy to discuss Italy 100 100 100 50 50 400 sample split and screening criteria with clients and modify Spain 100 100 100 50 50 400 accordingly. Significance testing (ANOVA and t-tests) will Total 500 500 500 250 250 2000 be used to compare views and differences by country, vehicle Note: Sample will provide 95% confidence level with a sample error of less than +/-5% at the segment and other criteria will top level and when split by country. We can increase sample as required but sample costs be highlighted in PowerPoint will increase exponentially, the above sample provides a balance between robust sample report. and cost. 13

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