some ideas about the future of the car radio ...

1. The Customer is King
Whoever deals with the customerʼs data
is the New Emperor
Workshop
Gütersloh, May 19th, 2014
A sociological perspective at car customers and automobile data
by
Alfred Fuhr, M.A.
Fuhrwerk, Bureau für Kundensoziologie der automobilen Gesellschaft
Frankfurt am Main

2. Alfred Fuhr M.A.
Founder & Head of AvD Institute for Traffic Sociology
Frankfurt /Main, Germany
1998-2010
About me:

3. The paradoxes of automobility:
The user of an automobile is not really auto-
mobile …

4. The role of Media: How TV has created a new
form of automobility in Germany which has
nothing to do with moving from A to B

7. ROI of consumer-oriented sociological research
Studies, statistics & evaluations
̶ Analyses of driving and in-car behaviour
Restructuring motives: The Automobile Habitus
̶ General concept of automobile habitus
Strategies for understanding &
developing drivers as customers
̶ Bundles of motives, differentiated needs and wants

8. • Origin: French sociologist Pierre Bourdieu’s
theory of social research of taste and about
the marriage strategies of peasants in France
• Description: It combines the objective study
of the world with a reflexive knowledge
of the specific subject(s) of the study

9. References

10. Since 2011 :
• Master of Communication & Leadership
(Quadriga Hochschule, Berlin)
• Founder of
Fuhrwerk, Bureau für Kundensoziologie
der automobilen Gesellschaft ,
Frankfurt a.M.

11. Since 2011 :
Core competencies and topics:
• Retrofuture
• Paradoxes of automobility
• Habitus of drivers
• Issue management
• Strategy
• Social Media
• Big Data

12. Since 2011:
“Behind every great man there is a great woman”
• Research
• Information management
• Accounting
• Sparring partner
• Editor
• Translator
Elka Sloan

13. Current projects include
Targeting new Customers
Digital Curator

14. Retrofuture?

15. The return of the ‟new mobility“
E-mobility Network
Sensors &
Embedded Computers in the Car
Car-to-Car Communication
Connected Cars
1956

16. , 29/01/2013:
Elmar Degenhardt, CEO of Conti:
The technology for driverless cars is fully developed.
Get ready to read your mails and the morning paper while commuting to work.

17. This is how people use media in cars

18. Today the car is the catalyst
of the behavioural
mechanisms of modern
industrial society
ZÜND UP
(Swiss Artists Group, 1967/72)
The decline of the “industrial”
automobile society

19. Nice Retro Design Car RX7
“Big Data is notable not
because of its size, but because of its
relationality to other data.
Due to efforts to mine and aggregate
data, Big Data is fundamentally
networked”.
(Prof. Danah Boyd , Principal
Research,,Microsoft Institute , NY)
Digital Disruption. New Car Network
Business Models?

20. The car as a
‟mobile device“
The Birth of a Postindustrial
Google Automobile Data Society ?
Internet of things

21. So, “What is to be done?”

22. 1996 -2001
Retrospective:
Telematics as a failed
technology & business model
The Victory of the “Njet-Set”
• Only a few OEMs as “partners”
• GPS Car navigation
• High Prices & Costs for Mobile Phones
• Dotcom Culture
• No Smartphones / no Internet in the car/
no cloud computing …

23. Vehicle data
Customers
Stakeholders
Vehicles
The big picture: Vehicle data

24. Car Radio
Oldie but Goldie. Turn your radio on.

25. Radio converges with the smart phone:
Now we are online … via bluetooth or cable

26. Users: Broadcasters & Advertizers
Advantages:
• Data bases
• Decision-making
• Increase advertizing effectiveness
• New billing scenarios
• New diversified advertizing horizons
• Happy listeners
Added value:
• Online Marketing Technologies (Targeting, Reporting)
• Combined with Geodata
Business model:
Bertelsmann arvato car data targeting

27. Business Case: Connect the radio to the internet,
e.g. Radio Nürburgring (Formula 1)

28. F1 Fans listen to Radio Nürburgring,
they use an i-phone App of Radio Nürburgring …

29. The Customer is King -
Whoever deals with the customerʼs
internet car radio data is the New Emperor

30. Thank you for your attention
Iʼm looking forward to discussing this with you

31. DAB+ / Internet Internet
m2m / Internet
Internet
DAB+
Internet
m2m
Internet
Broadcast Audience
Reporter
Reach
User Behaviour
Geo-Position
Device-ID
Big Data DATA Dealer
Slotinfo
Prices
Rebates
Advertising
Booked, e.g.
RMS
Added Value Data New Customers
New targeting technology for new very Big Data:
The Broadcast Audience Reporter