Focus | Car networking, several layers of the network?

[HC Auto Electronics News] In the past six months, the topic of "vehicle networking" has continued to heat up. Although the warming of this field is to be led by automakers, I don't think this is their initiative to take the lead, but is forced to attack. In my opinion, the car companies are not fully prepared for the battle, but are driven by the rapid development of the mobile Internet, and the technology network company like Google Apple.

Next, let's talk about the concept of the concept of "vehicle networking" and the strategic layout of each element in the value network of the Internet of Vehicles.

1. Automobile manufacturer

Their importance is because they are the "cars" in the "car network", they control the most basic one. However, the car companies are divided into two extremes. One end is the international big names such as Ford, GM, BMW, etc. They have the ability and eager to develop their own vehicle systems to develop and deploy the car network; the other end is relatively silky. Domestically produced cars, they are not willing to spend more energy and money to be the pioneers of this market. This is not in line with the current development strategy of the enterprise, but these low-end cars give the aftermarket some opportunities to give others a chance. Intervene in the car network through the post-installation vehicle system. Among the above-mentioned front-end markets, it is divided into "conservatives" such as GM, which are completely independent research and development, and "collaboration parties" such as Ford.

What is the Internet of Vehicles for car companies? First of all, they are already occupying the "car", and they are absolutely "hard" advantages, but now they have to do "link", and may still do "net" in the future. The reason why they do this is because the field is led by the "car" and the car is theirs. Secondly, the "person" who dominates the "car" is the owner of the car, his customer, so this Regardless of what to do and how to serve, the "car network" is to cut down the customers of the car companies. The car companies are first responsible for this "service" (such as whether the service generated by the car network is safe), and secondly the market is in his eyes. It is his, even if he does not eat this cake, there is always no reason to give it to others.

The most important point is that the car company does not actually have this market. He regards the "car network" as a step on the road of intelligent car, and regards him as a part of the value of the car. The car networking is also to enhance the comprehensive strength of his products. For car companies, even if they admit that this is a market, they will still base their own goal on improving the product (car), because the independent value network of the car enterprise can not be used for no reason. To extend further. Lack of Internet genes, but also suspiciously afraid that others have robbed their own jobs, want to do, limited ability and do not know the direction, do not, afraid of being taken away by others.

2. Internet Technology Company

Such companies are relatively mature and purely genetic companies. Compared with traditional enterprises, they have more avant-garde technology, longer-term strategic vision, and more uncertain flexibility. The most prominent thing here is Apple and Google. Although they don't have "cars," they have used the "link" technology to make the onlookers stunned and heartbeat again and again. In fact, Apple is like a sexy and sultry beauty, those car companies want to go to everyone, but they worry that Apple is not just a stunner, but a spy undercover, this tangled. So I often touched Apple's buttocks and awake and kicked off. After a little regret, I greeted Apple and said that we were going to talk about it in a serious way. Then we chatted and went to the chest of others.

Ming knows that it is impossible to become your wife who is safe and secure, but he is helpless and sexy. So, push and tear, if you leave.

In the eyes of technology companies like Apple Google, what is the "car network"? Just like the car companies, they also want to be the protagonist, but they don't say it directly. Although the "car" is a carrier, there are many manufacturers in the car, but the "joint" is exclusive. In addition to self-development, car companies do not have the choice of "technical" (or are small, negligible), but "technical" has a lot of license plates to choose from, and these car companies are very direct competition, that is, cars Product competition, "technical" competition is not the case, in the end is the voice navigation competition, or unmanned competition, because the technical products of various technology companies are not the same, so they can not hurt each other.

The companies that can directly and independently do the "link" in the Internet of Vehicles are generally companies with certain strength. Companies like Apple Google will not have any pressure on the cost of technology research and development, and do not need to consider the market prospects, profit. Whatever the mode, just make the technology. Regardless of whether they have said their profit points or not, I will not believe it because I think their ultimate goal is not the "car network" but the entire smart car. They have to control the car-controlled enterprises through technology, and finally reach the complete abduction. In the end, the car companies provide "cars", they provide "intelligence", and then divide the profits of "smart cars" into five or five, so that the car companies lose their jobs." The ability to live a technology can only sell coolies.

3. Another part of the resource owner

Map operators and communication operators, which are “hard resource” owners independent of car companies. But they are relatively "dead". Without the above-mentioned Internet technology companies, they have such a big bargaining power and can only choose who to cooperate with. However, some of the enterprises here are in line with the above-mentioned enterprises, such as Baidu and Google, all of which have resources and technical masters.

In the "Internet of Vehicles" value network, their role is to focus on "link" and "net." For an independently operated communications company, consider who to cooperate with, and how to charge it. You don't have to look ahead and look to the future. Internet companies like Baidu can barely bring their own mobile cloud business unit, LBS business unit, and video and audio team.

Although some people say that they are the most advantageous party, because they control the most necessary resources of the Internet of Vehicles, I don’t think so. Although their resources are necessary, they will certainly “sell” them. If you don’t play, you must be a provider, and you can’t shoot for the sake of status. impossible.

4. Mobile Internet Enterprise

This corporate group is partly included in the above-mentioned Internet technology companies, but only a small part, where they exist independently because of the nature of mobile internet.

At the beginning, I said that the current car companies have two factions for the entrance of the "vehicle network". They are "conservatives" such as GM, which are completely independent research and development, and "collaborations" such as Ford. It is allowed to download the APP to the smart terminal (mobile phone, tablet), and then add the device to the car system to realize the "car network", which gives this part of the person (mobile Internet enterprise) a chance to touch the car network.

Because this part of the people is taking a share, not stealing the market and kidnapping anyone, so the first thing they want to get involved in the car network is what service I provide and how to make a profit. The transit network of mobile devices through mobile devices is actually helping these mobile Internet companies to make a precise audience screening, that is, to find out the owners. Then you can carry out a series of service supply and marketing means around the owner.

At this time, we will think about the Internet of Vehicles. In the end, what kind of network is the car, and who interacts with it, whether it is road traffic information, or the surrounding merchant information based on geographical location, or the interaction between cars and people and people.

In fact, whether it is networking or networking, no matter whether it is a car or a person, it is not important, because the final delivery must be "service", what is the purpose of the service? It is to make life with cars more convenient. Because this chain is paid by the owner, no matter how you talk, you can't avoid the owner.

Therefore, I support the mobile enterprise's mode of intervening in the Internet through the terminal, because I think that letting the owner choose you, the greater advantage will be achieved, and the more reasonable and valuable products will be achieved.

5, the interests of the Internet of Vehicles

I always feel that it is not healthy to talk about the profit model, because it will create a bubble that makes people feel unconscious. So I understand the car network and talk about its profit model. The premise is the "Ford-style" car-linked mode that the mobile terminal accesses.

There are also two "objects" in the Internet of Vehicles. One is the owner of the car, the other is the car. The owner of the car extends out of the life of the owner. The car extends out of the car aftermarket service, although all the consumption generated by the car and the owner is It is paid by the owner, but the two markets are independent, that is, they need to be analyzed separately. This is the only two data that can be realized in the Internet of Vehicles.

The owner is the most consumable part of the consumer group (whether online or offline), the most honest part, this is a gold group. Being able to separate them for marketing and consumption, first of all, can be done more accurately, followed by a higher success rate and higher customer unit price.

In the period when the (mobile) Internet in the automotive aftermarket has entered the growth stage, the access of the mobile terminal to the Internet has made the entire automotive aftermarket have a particularly large imagination. There is also a need for a medium, the vehicle detection (monitoring) tool, to record and feedback the vehicle condition information in real time, and then the APP can make demand recommendations for the aftermarket service based on the feedback information, and push out nearby merchants and quotations according to the GPS. With the continuous improvement of the detection (monitoring) tools, I believe there will be more things to do. For the used car market, for example, the detection (monitoring) tool feeds the vehicle condition information to the mobile terminal, and the mobile terminal can respond to the feedback information. Basic information recorded before, such as body color and configuration), combined with own information (model ownership), gives the current quotation for this car, and based on real-time monitoring for the next period of time (such as driving 100 km) The comparison of the changes in the diagnosis of car performance) adjust the price of this car, so that the car offer is reasonable, I think this model will make the used car market have more efficient Internet genes.

In short, the output points of this industry chain should be developed around the "car owner life" and "automobile aftermarket services", and these two are areas with high intensity and scalability, and there is huge market demand.

Summary words

The Internet of Vehicles is a big concept. It has different interpretations and meanings for different people and enterprises, so they are all doing different things and carrying out their respective bureaus. However, given the current social situation in the country and the status quo of related companies, I believe that they are not thinking about layout, but realizing it. Therefore, the mode of accessing the Internet of Vehicles with the mobile terminal as a turning point is what I expect.

Editor in charge: Cold flight