1. 2011 Apps, HMI and Telematics Voice of
Consumer Study
European Consumers’ Attitudes, Perceptions, and Willingness
to Pay Towards Mobility Apps, HMI Concepts and Telematics
Services
Multiclient Proposal for Discussion
September 2011
3. 2011 Apps, HMI and Telematics Voice of Consumer Study
European Consumers’ Attitudes, Perceptions, and Willingness to Pay Towards
Mobility Apps, HMI Concepts and Telematics Services
• How often do consumers use their smartphone inside the car?
Smartphone Usage • Do consumers dock their smartphone inside the car on a regular basis?
Trends – e.g. • Are consumers interested in free smartphone navigation, nominal paid smartphone navigation over other ones
Navigation, etc such as PND and OEM? Satisfaction levels if already have a smartphone navigation solution?
• Do they consider the smartphone to be a long term information and connectivity source inside car?
Interest in Current • What is consumer interest in accessing apps inside car in areas such as parking, augmented reality,
and Expected crowdsourced navigation, ADAS, car sharing etc? Satisfaction levels if already access any of these apps?
• Are consumers willing to pay for these apps – even a nominal $2-5 as an one time fee?
Apps in Entire
• What are the future app areas that consumers are interested to see - vehicle to grid, smart charging, integrated
Mobility Space
parking and EV charging, etc?
Attitude, Perceptio • When it comes to infotainment, connectivity and smartphone interfacing what are the HMI input output options
ns and that comes to mind to consumers? Satisfaction levels with existing solutions (verbatim and with solutions)
• What is the consumer interest to pay for different input HMI options, current and future?
Willingness to Pay
• What is consumer interest to pay for different HMI output options, current and future?
for HMI Options • How important is HMI in brand retention according to consumers compared to other key factors ?
Attitude, Perceptio • What is consumer interest when it comes to telematics services such as eCall, bCall, vehicle tracking and
ns and mileage based insurance? Satisfaction levels with existing solutions?
Willingness to Pay • How much are consumers willing to pay for these services as an option? Do they want these features as
standard inside the car?
for Telematics
• How does telematics features compare to others such as fuel economy in purchase influencer in vehicle
Services buying?
Tracking Analysis • How has app usage, needs and willingness to pay changed from 2010 results?
- Comparison with • How has HMI usage, needs and willingness to pay changed from 2010 results?
• How has smartphone usage levels changed from 2010 results?
2010 Study Results
• What is the customer satisfaction with existing OEM nav, connected nav, connected PND or other navigation
Vehicle solutions?
Satisfaction & • What brands consumers perceive to have best in class app ready connected solutions?
Brand Perceptions • What brands do consumers perceive to be best in terms of having the best HMI input output options?
• What brands do consumers perceive to be best in terms of offering telematics services?
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5. Mobility Apps- Mobile Apps are being Developed in a Variety of Fields
Impacting Sustainability and New Age Mobility
We will focus on the apps below and also investigate future app types
Dynamic Ride Sharing
Others – Location-enabled e.g. RelayRides, Carticipate
social networking, remote Dynamic Intermodal
communication Transport Planning
e.g. Foursquare, Viper e.g. Opti-Trans, Anystop
SmartStart
Augmented Reality Mobility App Parking Management and
Applications Categories Payment Solutions
e.g. Mobilizy e.g. Parking Dialogue
Crowdsourced Navigation
LBS Categories – e.g. Taxi
and Traffic Application
Booking Advanced Driver e.g. Waze, Inrix, Beat the
e.g. 1TouchTaxi, TaxiZapp Assistance Services Traffic
e.g. iOnRoad
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6. OEMs are Currently working on Developing API to Control
Entertainment Apps on Smartphones through vehicle HMI and at the
same time working on Free LBS Apps
Vehicle
Telematics Entertainment Location Based Navigation
Information Others
Related Apps Apps Service Apps Related Apps
Apps
Toyota I EV Apps –
BMW TomTom
Audi Car Heart Toyota Park BMW Active
Roadside Navigation
Monitor App Internet Smart App E, Nissan
Assistance App
Radio App LEAF apps
Ford - Sync Bosch
Mercedes myChevrolet OnStar Zip Car – Car
Enabled Navigation
Mbrace App App Mylink App Sharing App
Pandora App
Fauercia
BMW Ciao Fiat Ford – Sync Trapster –
Toyota Smart Smart Fit –
Connected Smartphone Enabled Speed
G-Book App Seat Related
App App Stitcher Camera App
App
Dynolicius – BMW/Mini Viper Smart Mercedes Green Apps
Continental
Diagnostics Connected Start Remote Smart Drive – Green
TPMS App
App App App App Meter App
M6AO - 18 6
7. Future Connectivity Trends: VNC based data replicator method
popular today as future leans towards cloud based head unit
Cloud based Vehicle based
Revenue Opportunity: HMI – Display Revenue Opportunity: HMI - Display
Apps
Apps
All Data accessed from Cloud Smartphone used for connectivity
Smartphone / in-built modem used for connectivity
Partial Intelligence in Car Smartphone based
Revenue Opportunity: App / embedded unit Revenue Opportunity: HMI - Display
Apps
Apps Apps
Virtual skins loaded both on car and mobile phone
Smartphone provides connectivity
M6AO - 18 7
8. Apps Scope: We will test Consumer Desirability and Willingness to Pay
for Existing and Upcoming App Ideas
We will investigate interest levels and willingness to pay for these current and future apps.
However this is not an exhaustive list and can be expanded based on client feedback
Medium to Long Term (>2 Years)
V2G
Short Term (Next 1 Year) Smart
Prognostics
Charging
Intermodal
Navigation Journey Trip Planning
& Traffic Planning
Current Telematics
LBS Social ADAS Services
Car Networking
Sharing Augmented
LBS Apps Reality EV Station
Finder NFC
Parking & Apps
V2X Apps Payment
Remote V2V
Control
Apps
M6AO - 18 8
9. HMI Scope – A Variety of Input Output HMI Options relating to
Infotainment and Connectivity will be Discussed
Not an exhaustive list, but some current and future features are listed below. We will expand it
based on client feedback
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10. Telematics Services Scope – Will include all types of services such as
eCall/bCall, Diagnostics, UBI, SVT and also Analyze Impact of Upcoming eCall
Legislation
Usage-Based
Rental/Leasing
Pays As You
Drive Tolling
Post Crash Pays As You Stolen Vehicle
Assistance Drive Tax Recovery
Automatic
diagnosis and
Pays As You software
bCall Theft updates
Service Pollute Notification
In Vehicle
Pay As You
Drive or Usage- Driver
eCall Vehicle
Based Maintenance
Service Insurance Monitoring Assistance
Event Usage-Based Stolen Vehicle Remote Vehicle
Notification services (PAYD) Tracking Diagnosis
M29D-18 10
11. Audio and Radio Solutions Scope – We will include Traditional Audio Systems
and Radio Solutions (Satellite Radio, Internet Radio, DAB etc) for Interest
Investigation
We also want to cover multimedia areas in this study – audio systems, radio technologies
current and upcoming ones. We can expand list based on feedback from clients
We will look to We will look to We will look to
analyze consumer analyze consumer analyze consumer
interest and interest, perceived interest, perceptions
willingness to pay for benefits, drawbacks, and willingness to pay
elements such as willingness to pay for for different radio
1) Sound processing 1) Internet radio apps platforms, such as
software 2) Pros and cons of 1) DAB, DAB+
2) internet radio apps 2) Satellite Digital
Speakers, Amplifiers, compared to other Radio
USB, etc radio platforms 3) HD Radio service
3) Surround sound 3) Data packages 4) AM/FM Radio
technologies analysis
4) Brand perceptions
M29D-18 11
12. Research Methodology
Methodology: Sample size 2400
On-line panel based survey of consumers
To conduct this proposed research we will use an on-line Sample will be split between Rural and Urban
panel based survey. This will allow us to provide images consumers
and other stimuli to test consumer perceptions of the
Urban focus: London, Paris, Milan, Berlin, Madrid
challenging issues associated with apps, HMI, telematics
services, multimedia systems, etc. Furthermore, research Rural: random sample across each country
conducted by Frost & Sullivan using this approach has • France, Germany, Italy, UK & Spain
proven the high level of quality in data collected versus
CATI or on street intercept surveys. We will typically use
panels that are used for market research
purposes, therefore, panels quality is maintained.
Languages and Deliverables
Benefits of on-line panel based surveys... • Frost & Sullivan will conduct the research based on the
Benefits of On-line panel: main languages of English, French, Italian ,Spanish,
Improved and more effective screening capabilities Russian and German
Respondents typically provided with incentives and • Frost & Sullivan will deliver a report in PowerPoint
even if screened out consumers receive points so
more willing to answer honestly
format & provide access to data via portal - simulator
Allows questionnaires to include improved and likely to be included for the conjoint share of preference
advanced skip/branch logic and stimuli - cross tables and data files in SPSS can be provided
Responses not left open to individual interpretation upon request
(i.e. by the interviewer)
• The sample size and details will be finalized in
Faster data collection times as invitations sent in
parallel discussions with the key sponsors and is therefore
Generally more cost effective than CATI or on-street subject to change
intercept surveys
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13. Proposed Sample Size: Private Vehicle Owners
Consumers will be screened as follows. Frost & Sullivan uses panel providers that employ strict recruitment
guidelines and standards where possible or providers that use their panels for market research purposes only
(e.g. no telemarketing). Consumers will be provided with points or cash incentives to complete the survey, points
are usually awarded even when consumers are screened out.
Online Survey Sample A&B C D&E SUV MPV Total
Outlined is an on-line survey
with 2000 respondents across France 100 100 100 50 50 400
Europe.
Germany 100 100 100 50 50 400
Sample Structure
The quota per vehicle segment UK 100 100 100 50 50 400
is shown in the table to the
right. We are happy to discuss Italy 100 100 100 50 50 400
sample split and screening
criteria with clients and modify Spain 100 100 100 50 50 400
accordingly. Significance
testing (ANOVA and t-tests) will Total 500 500 500 250 250 2000
be used to compare views and
differences by country, vehicle
Note: Sample will provide 95% confidence level with a sample error of less than +/-5% at the
segment and other criteria will top level and when split by country. We can increase sample as required but sample costs
be highlighted in PowerPoint will increase exponentially, the above sample provides a balance between robust sample
report. and cost.
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