The development mode of the car networking industry chain

The concept of Vehicular Telematics is derived from the Internet of Things and relies on the development of Internet technology to achieve a gradual deepening of the interaction between people and vehicles, vehicles and cars. In addition to enhancing the driving safety and efficiency of automobiles, it also derives from the development of vehicles. Out of the car life concept.

For the first time, car networking technology appeared in people's minds. During the Guangzhou Asian Games in 2010, the Suzhou Golden Dragon Smart Bus installed G-BOS equipment, which can be said to have led the trend of car networking. However, after that, no matter how big the Internet is, or whether it is a newcomer to the automotive industry, there are few people who can put forward solutions that are practical and feasible.

Now, it is very regrettable that China’s car networking is still missing opportunities. In addition to the very few products landed, car networking still presents a state of “blowing out”.

BAT: based on the advantages of the Internet to open up the "fourth screen" interconnection market

Car networking cannot be separated from the support of Internet technology. As a network giant, BAT has already carried out the layout of car networking in a strategic sense. The common feature of BAT is that it takes a look at the screen in the car, which is the so-called "fourth screen." They believe that this is the top priority for the realization of the Internet of Vehicles, and thus made a big fuss and launched a series of related products.

Baidu was the first to make a fortune. In 2013, it acquired Ruitu Wanfang, China’s third-largest map quality provider, acquired layer data, and then recruited talents to increase investment in artificial intelligence. CarLife was launched at the beginning of this year. , which opened the BAT in the field of car networking competition.

After Alibaba and Tencent naturally fall behind others: Alibaba acquired the map of Gaode and developed "YunOS" as a stepping stone to enter the Internet of Vehicles; Tencent took a new lead in NavInfo and launched a car hardware intelligent road treasure box to achieve automobile and Tencent cloud services through Bluetooth connectivity. The interconnection, mainly on-board automatic diagnosis system, but ended in failure. In turn, it focused on the “fourth screen” to create an open platform for Tencent’s car alliances and launched three product systems for on-board ROM, on-board APP, and “my car”.

And there is another Internet company - LeTV is also worthy of attention, LeTV and BAT decisive battle "fourth screen" different thinking, more concerned about the car itself and smart hardware, so it can be said that LeTV is currently the only Internet company intends to build their own car enterprise. Despite the fact that LeTV’s marketing campaign has been rapid and publicity and promotion has been done very high, there are few products that have actually landed on the market.

In a word, the cultivation of BAT in the field of car networking has not effectively grasped the pain points and needs of users, thereby changing the automotive industry, and there is no downstream industrial chain layout, which makes product landing the first major issue. In addition, the three companies that are now linking cars are not their own native teams, and they are more likely to choose acquisitions or purchases, which has also delayed the development of products.

Car prices: From the car to cooperate with the attitude of the rail car network

Car safety is a major issue that affects the sustainable development of car companies and the entire automotive industry. Therefore, the emergence of the Internet of Vehicles has also caused car companies to pay close attention and investment in research can be seen. At the same time, car companies are also playing an important role in promoting the development of car networking ecosystems and industries.

There are already several brands in the industry that propose car networking solutions: such as Toyota's G-Book, focusing on an intuitive interface and rich information capabilities, high-resolution touch screen can provide an intuitive operating experience and can achieve viewing network information (such as : news, weather, e-mail), etc., information services are more intimate; GM's OnStar has worked hard on safe driving, focusing on the user's ease of operation and assistance to the owner in case of emergency, such as the function of collision automatic help In the event of a serious traffic accident, the lives of the wounded can be saved in the most timely manner, but the lack of network information and other services. BMW's iDrive has now transitioned to the third generation, and this generation of systems can be touch-controlled and has powerful technical support for "gesture control." Ford uses the AppLink Pathfinder application ecosystem to establish data connections between mobile phones and vehicles through Bluetooth or USB interfaces, allowing users to control various applications on mobile phones through car audio, central control touch screens, or physical buttons.

As a traditional manufacturing industry, depots and Internet companies are cooperating to develop vehicle networking technologies. Their purpose is to improve the driving safety of vehicles and improve the information technology level of vehicles. From the current point of view, some achievements have also been made. It is also gradually advancing, but due to lack of innovative ideas, it is only a single point of technical upgrading, and it does not consider the overall situation of the industrial chain, and the products have not been integrated from the automotive industry chain. At the same time, the products launched are not paid by users. Landing is also on the surface. As the core strength of the development of car networking, car companies should use an open mind to promote the development of the entire car networking ecosystem.

Map Commerce: Developing a vertically integrated business model based on maps

The roots of the development of car networking must be based on the user's just-needed perspective to achieve technological advancement. If only the business itself is simply implanted, then it can only be said that networking is not a car network, but it is crucial One point is to productize technology and use it on the ground.

For example, Kay Lide, they proposed that the strategy for the networking of cars should be the earliest in China. Compared with other networking products from their own advantages to establish the advantages of car networking starting point, Kay Rucker's concept of vehicle networking is: to establish a perfect vertical integration of product lines from the user needs, further targeting the development trend of car networking, through the map service As the core, the car-side smart terminals and mobile smart terminals are connected to software, hardware, and services to provide drivers with a more comfortable and personalized navigation experience and establish “maps and navigation + car networking + automotive smart hardware. + The mobile internet industry vertical integration business model covers consumer experience in every aspect of consumer navigation services.

This concept-side difference has also promoted the rapid landing of Kay Rucker's products and channels: The Kai-K-GO car networking platform released by the company is a collection of map data, cross-platform clients, in-vehicle equipment, portable navigation, mobile applications and other product features. As one, with a push-to-talk, multi-screen interconnection, real-time traffic conditions, K Friends interactive four major car networking capabilities; and in order to promote the landing of products, Kay Rucker also launched this year for national channel agents, online and offline Combined with the CTTC training meeting, the idea and operation method of the car networking will be sent to the front line of the car ecology. The promotion mode of this kind of product channel helps promote the formation of the ecological closed loop of the car networking industry, thereby realizing the sound development of industrial ecology.

At present, electronic map service providers should make use of their own advantages in the industry chain of Vehicular Networking, conduct deep integration through linking upstream and downstream industry relations, establish an eco-industrial chain cycle, and promote the healthy operation of the industry.

Communication industry: Interruption of intermediate links requires more upstream and downstream cooperation

The Internet, car companies, and graphic dealers are all playing with the car network vigorously, and mobile communications naturally do not do it. After all, they also belong to the backbone. Judging from the current form, China Mobile and China Unicom, three major operators in the telecommunications industry, are placing more emphasis on the front-end market for cars, while China Telecom is laying out the front-end and back-end together.

In 2012, China Telecom will use commercial services such as commercial vehicles, passenger vehicles, and new energy vehicles as the entry point to jointly conduct research and exploration on the Internet connectivity and on-board information service projects in Shanghai. Last year, Wuxi released the China Telecom Telecom Networked Intelligent Transportation System. Information Service System; while China Unicom and Ireland’s Cubic Telecom signed a cooperation agreement to jointly provide Tesla with a comprehensive automotive information solution to provide Tesla users in China with automotive information services. Different from other communication companies, China Mobile and Deutsche Telekom have signed a joint venture agreement to establish a car networking joint venture company, relying on Deutsche Telekom's car networking platform technology, as well as China Mobile's network resources, local business development and operation experience, for car front loading and afterwards. The marketplace provides hardware, vehicle networking cloud platforms, system integration and operations, and content server solutions for car networking. However, the vehicle networking chain is lengthy, and the communication industry as an intermediary can only be extended into the chain of vehicles through the up and down infiltration. There is no uniqueness in the technical level. The demand for users cannot be controlled in real time. The communication industry wants to place products on the ground and needs to walk. The road is still long.

All links in the industry chain have their own development methods for the car network. However, at present, the development of inter-vehicle networking needs to solve two core issues: Why do users have to install the Internet? How do users join the car networking system? To put it bluntly, it is still a product and channel that must be landed. Otherwise, the car network will always be a concept that is "blown out" and cannot truly "fly into the homes of ordinary people."