欧州自動車メーカーによるテレマティクスサービス動向

Abstract

This report details all telematics services launched by the auto industry since the late 1990s, together with those that are currently under development. It also gives independent, expert insight into the fundamental strategies that SBD identifies as having the potential to promote wider customer uptake of the technology and yield more consistent rewards for manufacturers in the future.

The timing of this report reinforces its importance, with publication coming at the beginning of what will be a pivotal year for the industry. The European Commission's proposals for a pan-European public E-call system to be introduced by the end of the decade could compel manufacturers to incorporate a low-cost telematics platform in all new vehicles - basic hardware which could subsequently be used to support the introduction of more advanced services in the future. Manufacturers are having to determine their response to this challenge now and build an industry consensus. Even if the EC's ambitions are not achieved, SBD believes that manufacturers will have to reappraise their approach to private telematics services. In this environment, SBD's report gains even greater status and value. The key factors required for future success are analysed in depth: strategic positioning of services; service pricing; identification of the services which will grow the market; successful bundling of services; the best route to achieving pan-European coverage; the communications challenges which need to be overcome; and the most effective methods of configuring in-car hardware. The report highlights the lessons that need to be learned from the problems encountered by those manufacturers that pioneered sophisticated - but too often costly, poorly designed and over-complex - telematics services, and the positive experiences of the car makers which have succeeded in establishing systems within their model ranges. SBD provides pragmatic recommendations that reposition telematics as a dynamic tool that can be used by manufacturers to support their vehicle production, sales and servicing operations.

Table of Contents

1 Executive summary

• 1.1 Introduction
• 1.2 Conclusions and recommendations
• 1.3 Market summary

2 Key success factors for telematics in Europe

• 2.1 Overview
• 2.2 Strategic positioning of telematics
• 2.3 Identifying services that will grow the market
  • 2.3.1 Safety and security
  • 2.3.2 Navigation and traffic information
  • 2.3.3 Information and communication
  • 2.3.4 Entertainment
• 2.4 Successful bundling of services
• 2.5 The optimum pricing level for services
• 2.6 Achieving pan-European coverage
• 2.7 Overcoming the communication challenges
  • 2.7.1 Embedded GSM modules and mobile phones
  • 2.7.2 Embedded and customer SIM cards
  • 2.7.3 Moving from SMS to GPRS
• 2.8 Configuring the in-car hardware
  • 2.8.1 Embedded systems and portable devices
  • 2.8.2 Achieving a robust design
  • 2.8.3 Stand alone and integrated systems

3 Summary of main changes by vehicle manufacturer

4 BMW

5 DaimlerChrysler

6 Fiat Auto

7 Ford Motor Company

8 General Motors

9 Honda

10 Korean brands

11 PSA Peugeot Citroen

12 Porsche

13 Renault-Nissan

14 Toyota

15 Volkswagen Audi Group

List of figures

• Figure 1 SBD analysis of telematics strategies by brand
• Figure 2 Estimated annual sales of OE telematics systems
• Figure 3 Availability and focus of telematics services in Europe
• Figure 4 The telematics value chain
• Figure 5 Evolution of E-call pricing models
• Figure 6 Evolution of telematics connectivity
• Figure 7 Separating services and SIM cards
• Figure 8 Key to system overview, services and timing diagrams
• Figure 9 Timing and coverage of BMW's telematics services
• Figure 10 Timing and coverage of DaimlerChysler's telematics services
• Figure 11 Timing and coverage of Fiat Auto's telematics services
• Figure 12 Timing and coverage of Ford Motor Company's telematics services

List of tables

• Table 1 Summary of telematics services offered by vehicle manufacturers in Europe
• Table 2 Summary of European coverage of telematics services