BAT Big Three Fighting Vehicle Network: First, the first to break the ice
Analysis on the Status Quo and Problems of Vehicle Network Development
Since the industry was called the first year of the Internet of Vehicles in 2009, it has been more than four years now. Four years have passed. The concept of the Internet of Vehicles has never weakened since its inception. The Internet of Vehicles has not only been optimistic or even attracted by the industry. Other industries have gradually penetrated into the Internet of Vehicles industry.
How is the development of the Internet of Vehicles, and the enterprises in the industrial chain are full of ambitions, or are they on the road, or even on the verge of reality and ideals? This paper analyzes the status quo of the Internet of Vehicles from different angles, in order to solve the strange situation of the development of the Internet of Vehicles one by one, and help enterprises to enter the Internet of Vehicles rationally.
Strictly speaking, car networking refers to the use of advanced sensing technology, network technology, computing technology and control technology to comprehensively perceive roads and traffic, and realize the interaction of large-scale and large-capacity data among multiple systems. Each car carries out full-time traffic control, and each road is controlled by time and space to provide traffic efficiency and traffic safety-based networks and applications.
There are three layers of car networking. The first is the sensing layer, which is the sensing system such as RFID. This is the most simple level that many enterprises are doing. The second layer is interconnection, that is, the car and the car, the car and the road are interconnected. : For the interconnection of vehicles and roads, involving the entire large area of ​​intelligent transportation, this article has not been developed for detailed analysis); the third layer is through intelligent computing such as cloud computing, scheduling and management of vehicles.
The development of China's car networking is inseparable from the active participation and promotion of automakers, especially joint venture brands such as Ontar and G-book, which have promoted the domestic user market and let consumers know what TelemaTIcs are. What is the car network. In terms of domestic brands, SAIC actively followed up from the initial, and then launched Inkanet, and later came to the iVoKa. iVoKa is also the first domestic service brand to introduce voice control technology into the Internet of Vehicles. The active participation of automakers has deepened the concept of car networking into every ordinary consumer.
There are two main markets for the development of the Internet of Vehicles, one for the commercial vehicle market and the other for the passenger vehicle market.
The commercial vehicle market was relatively affected by the policy. In 2010, the General Office of the Ministry of Communications issued the “Notice on Strengthening the Dynamic Supervision of Road Transportation Vehiclesâ€, which requires strengthening the dynamic supervision of road transportation vehicles to prevent and reduce road traffic accidents. Since the issuance of this notice, according to the policy requirements, the two passengers and one dangerous vehicle must install the relevant vehicle terminal equipment and must be connected to the traffic monitoring platform.
Some provinces and municipalities have also made relevant regulations for freight vehicles, requiring that more than 8 tons of freight vehicles must be equipped with vehicle terminals. Therefore, in the commercial vehicle market, policies have promoted the development of the market, and products and service platforms have certain standards (JT/T794-2011). The products of the enterprise are all implemented according to the ministry, and the end users are not selective. .
The commercial vehicle market is basically based on the B2B model and is market-oriented in the form of top-down projects. It is much easier in terms of fees and project promotion. The passenger car market is not. The passenger car market is relatively less affected by the policy, but the end users have a lot of options.
The passenger car market is dominated by B2C, which has very high requirements on the channel operation capability, marketing promotion capability, product research and development strength and business model of the enterprise. The development of the passenger car market has not formed a certain user scale in recent years. The reason exists.
Since the commercial vehicle market is very regional, the main market will be installed later. Although the car factory also launched the corresponding brands, such as Yutong's An Jietong, Sanlong's G-BOS, Shaanxi Auto Heavy Truck's Tianxingjian, Beiqi Futian's Ou Hui, but it is difficult for the car factory to achieve the true landing of these car networking services. . On the one hand, the operating licenses for these commercial vehicles are issued by the local transportation department and must be regulated by the local transportation or security department.
On the other hand, the supervision platform of the local transportation department must be connected to the unified supervision of the Ministry of Communications. Therefore, no matter which equipment is installed on the car, the vehicle cannot be accessed as long as it does not meet the requirements of the Ministry of Communications or the local transportation department. In addition to the fact that Ou Hui has not yet officially launched, the other three brands of car networking are currently facing the problem of service landing. It can even be said that the whole vehicle has been put into use for a long time, but these vehicle terminals that are equipped with the whole vehicle have not been put into use. . How to strengthen cooperation with traditional GPS operators is a top priority for automakers.
From the current point of view, the main purpose of commercial vehicle networking is to cope with the inspection of the traffic authorities, and on the other hand, for the safety monitoring of vehicles. It is only a realization of the car network, and the car network is still far away. Especially for the logistics industry, it only solves the transparent management of the transportation process, and does not bring value-added services to logistics companies or car owners.
The passenger car market is also divided into two camps, one is the front-loading car network dominated by the car factory, and the other is the after-loading market dominated by the car terminal. In the aftermarket, it has extended an insurance car networking market.
In the pre-installation market, more representative joint venture brands include Anjixing, G-book, Carwings and Nazhijie. According to official news of Anjixing, as of October 2012, the number of users of Shanghai Anjixing has exceeded 500,000 in China. Anjixing has provided more than 22 million navigation services to Chinese car owners. Twenty-two million times, although it seems that this number is many, but after careful calculation, it is found that this number is not much. After all, Anji has been in China for more than three years.
Representative brands such as Roewe's iVoka, Changan's incall, Geely's G-NetLink, and FAW's D-Partner. Although the platform of the self-owned brand car factory based on the Internet of Vehicles is many, but in addition to iVoka, many companies in the commercial vehicle networking system, in order to publicize the need, only commissioned the car manufacturer to build a DEMO is not really put into commercial use. And the sales of models based on the Internet of Vehicles are not good. Domestic automakers are still in the water test phase, and platform planning has not yet been determined.
Although the automaker has quickly accumulated some users by means of standard bundled sales, due to the current service content and business model problems, the user's stickiness is not high, and the renewal rate is very low. At least at present, there is no clear prospect. Similar to the aftermarket, the car network is nothing more than a selling point for the sales of the whole car. In addition, for joint venture brands, it is common to copy foreign mature platforms and models, or leave the aftermath of the acclimatization. After all, to do service is to do culture, to be good at service, you must be familiar with oriental culture.
After experiencing the shackles of 2011, the aftermarket has experienced a process of ups and downs, and the whole has been calm, which is also related to the structural characteristics of the car manufacturers. The car machine industry belongs to high-tech manufacturing industry, and its management mode and thinking mode are inseparable from manufacturing thinking. The Internet of Vehicles is a branch of the TMT (Technology, Media, Telecom) industry, requiring companies to have a deep understanding and understanding of new technologies, new media and communications industries. Enterprises need at least Internet genes. The car manufacturers are currently copying some of the successful experience of the manufacturing industry to the car networking industry. As some people have said, using Foxconn's management experience to manage companies like Google will inevitably cause some discomfort, and companies must also experience this painful period. The reality is that once the car manufacturer finds that there is no benefit in the field of car networking in the short term, it will inevitably consider the feasibility of investment and will not consider the long-term investment. Therefore, after four years of development of the car network, the car manufacturer These reasons are due to the decline in enthusiasm in the Internet of Vehicles industry.
In the post-installation market, the hot-spot push-to-talk and real-time road conditions are no longer the highlights of the products. One of the main reasons for the above changes is that the service of the push-to-talk navigation is not sticky, and the emergency rescue business needs to pay a certain fee to the third party. The business travel requires the enterprise to spend a lot of time and experience to integrate the content, plus the user. The limited scale also attracts the attention of some traditional business travel companies such as Ctrip. On the other hand, due to the limited number of cities with real-time traffic conditions, it is not possible to commercialize on a large scale. In 2012, maintenance reminders, remote diagnostics and other content related to safety car life became a new choice. It is worth noting that car manufacturers began to pay attention to the industrial chain, especially to 4S stores, and began to explore how to build an ecosystem of car networking. .
Compared with the pre-installed market, the product form of the after-loading market can be described as a hundred schools of thought contending. The products in the aftermarket are products with the car's own communication function; there are products with Bluetooth as the transmission medium; there are products with MirrorLink as the technology flow; there are traditional black box type products such as GPS car terminals; There are products in the form of OBD plus mobile APP.
In the aftermarket, both Mercedes-Benz and Helvar's car engines have their own communication functions. The product transmission medium of the wing truck network is mainly Bluetooth, and the push-to-talk function is realized through Bluetooth. With the continuous development of technology, MirrorLink is constantly accepted by car manufacturers. At present, Lu Chang Technology, Desai Xiwei and Ke Wei's Jin Yunling are using MirrorLink technology. It can be said that MirrorLink is one of the hot keywords in the 2012 Internet of Vehicles industry.
Throughout the current car network, the first year is free, the single content of the service leads to the customer's recognition of the car network is not high, so the owner of the second year does not buy the account at all. As the development of the Internet of Vehicles is still in its infancy, the lack of killer applications, the user's acceptance of the Internet of Vehicles is low, the service is not sticky, and the renewal rate is very low. The addition of communication modules to the car machine is bound to increase hardware costs and communication costs. To solve these problems, we must not rely too much on the car to provide value-added services to the car owners. The car machine is only a carrier for the car owners. The ideal way is to use the mobile phone to achieve networking when the car owner is in the car, which can reduce the cost and service cost of the car itself, and realize some functions of the car network, and can attract the time when the owner is offline to the Internet. Depending on the situation, MirrorLink is a good choice for developing different value-added services through the Internet, and this product is also acceptable to users. Therefore, MirrorLink technology came into being in the car industry.
The core of the Internet of Vehicles lies in “linkingâ€. It is easy to realize car networking in a short period of time, but it is more difficult to realize car networking. Due to the particularity of the automotive industry, even if the vehicle communication is achieved through short-distance communication, the vehicle and the road are coordinated, but it is difficult to form a large-scale user group due to factors such as policies, standards, industrial chain interests and vehicle plant differentiation strategies. Even if the OEMs standardize the car networking equipment and the car factory to produce all the car networking equipment, the annual market size is at most one million, and the average time for the car owners to use the car is no more than three hours per day. on the car. The mobile phone is different, the mobile phone is with you, a social application, there are tens of millions of users. The emergence of MirrorLink has opened up the connection channel between the mobile phone and the car, which can realize the connection between the owner and the owner, and between the owner and the non-owner, which is conducive to the car networking of the mature human society.
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