Connected vehicles are not just transforming the automotive industry; they’re redefining how we move people, goods, and services around the world. They’re changing business models, use cases and even the very concept of vehicle ownership. Above all, they are generating an unprecedented amount of data.
Next-generation automakers already understand this data explosion brings immense opportunity. From contextual vehicle usage data to premium mobility and infotainment services, leading automakers are embracing the next stage in automotive’s evolution. But what about the challenges that come with it?
As automakers evolve into technology integrators, they must navigate disruption from tech giants like Google or Apple by taking ownership of the in-vehicle experience. This will require them to reshape their business around software, data, and analytics. As customers seek increasingly personalised experiences, automotive brands will be defined by the embedded software and services that come with their vehicles – just as they have traditionally been identified by premium features, performance, and reliability. To meet these new expectations, automakers must deliver a seamless, personalised mobile experience that customers can take with them wherever they go.
The future is local, and global
Today’s customers are used to a digital life on-demand. They expect to access the services they want, when they want them, in a format that suits them. They also expect the same digital experience, whether they’re streaming Netflix at home, driving in a new town, or looking for a restaurant that serves their favourite cuisine. When they access premium mobility services or personalised features from their vehicle, they expect the experience to be as seamless as it was before they left the house – no matter where they are.
For automakers, meeting that challenge can be complex. Shipping cars globally while ensuring highly localised, highly personalised experiences from the moment the driver turns the key is tricky. Ensuring that every experience complies with local regulatory requirements adds another layer of complexity, often requiring negotiations with multiple vendors across diverse geographies. And how do you address the increasing costs and potential latency associated with high-bandwidth services and roaming? All this must happen with minimal disruption to the end-user – they’re used to roaming with their mobile phone, they expect the same performance from their vehicle.
To deliver a consistent user experience globally, automakers must solve local challenges on a global scale.
Moving forward without losing the legacy
Leading automakers are already developing innovative in-vehicle apps that enable services like video streaming. They are creating new ways to integrate the vehicle with the customer’s digital world. However, any disruption or degradation of service risks undermining brand perception and loyalty that, in some cases, has been built up over decades. In addition to localisation, automakers must address issues of latency and cost related to roaming and high-bandwidth services. Split-billing and local breakout (LBO) are becoming key capabilities that underpin success.
Cubic3 uniquely provides seamless connected software and data analytics for vehicle manufacturers in more than 190 countries globally. We connect almost 10 million devices worldwide, enabling over 1bn data transmissions daily – empowering our customers to maximise customer lifetime value through innovative, premium mobility services.
To learn more about how our connected software management, analytics, and insights platforms can help you deliver the seamless, localised experience your customers are looking for, explore our eBook “The software-defined vehicle: a connected future” today.
