2. Infotainment is reaching the limit of
2
what can be done in standalone mode
of 26
AM/FM/DAB radio
RDS
CD/mp3 (hard disk)
AM/FM radio Sat-Nav
AM/FM radio RDS DVD
AM/FM radio Cassette Cassette Handsfree
First mass-produced car radio Cassette Auto-reverse CD (multi) BT, USB, Jack, iPod
1920s 1970s 1980s 1990s 2000s
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
3. Mobile data usage explosion provides
3
an opportunity for Infotainment
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Forecast Embedded Telematics revenues (Billion Euros)
Cost per MB v monthly data consumption,
Worldwide
2008 2009 2010 2011 2012 2015
Cost/MB 0.46 0.19 0.10 0.06 0.03 0.01
(USD)
MB/mth/smar 149 323 528 736 1041 3390
tphone
Source : Portio Research via Mobithinking
Source : SBD 2012
Internet access (Mercedes-Benz) Apps (Lexus 2013 GS350)
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
4. To seize this opportunity, JLR must
4
address 3 strategic challenges
of 26
Actors fragmentation
Lifecycle synchronisation
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
5. To seize this opportunity, JLR must
5
address 3 strategic challenges
of 26
Actors fragmentation
Lifecycle synchronisation
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
6. Connected car infotainment brings
6
together usually unacquainted parties
of 26
Network
operators ? Car Makers
? ?
Technology Service
providers ? providers
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
7. Each party has a decent claim to
7
owning the user and their revenue
of 26
They are using my network They are driving my vehicle
Network
Car Makers
operators
Who owns the user/driver ?
Technology Service
providers providers
They are using my system They are enjoying my content
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
8. Competitiveness within each party
8
increase the likelihood of turf war
of 26
Vodafone v. Telefonica BMW v Toyota
Network
Car Makers
operators
Who builds the strongest
competitive advantage ?
Technology Service
providers providers
Broadcom v CSR Google Maps v Nokia Maps
Microsoft v Linux Android viOS ecosystem
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
9. This is a recipe for cacophony and
9
procrastination, can JLR be heard?
of 26
BMW
Toyota Mercedes-Benz
Jaguar Land Rover
Network
GM
operators Renault-Nissan
Technology Service
providers providers
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
10. The way out is for JLR to get a plan
10
and drive on with it
of 26
1. Make a plan
Jaguar Land Rover
infotainment plan
Network access decision 2. Milk what can be got from industry fora
Digital security solution
Integration with vehicle systems Network Car
In-car connectivity operators Makers
A/V functionality
Telematics content
Ecosystem decision
Vehicle service decision Technolog Service
Hardware partner y providers providers
3. Confidently drive forward
jPod + iTunes was not born in GSMA
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
11. To seize this opportunity, JLR must
11
address 3 strategic challenges
of 26
Jaguar Land Rover cannot wait for
stakeholders to agree. We must run with our
own plan
Lifecycle synchronisation
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
12. To seize this opportunity, JLR must
12
address 3 strategic challenges
of 26
Jaguar Land Rover cannot wait for
stakeholders to agree. We must run with our
own plan
Lifecycle synchronisation
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
13. The pace of technology evolution
13
increases risk for Jaguar Land Rover
of 26
Inception Market Launch
Car : 5-7 years
3G 3.5G/HSPA 4G/LTE
iPhone* iPhone 3 iPhone3GS iPhone4 iPhone5
Angry Birds
Lack of visibility
* iPhones generate 46% of mobile data traffic (Source Chikita)
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
14. Lack of visibility makes technology
14
planning decisions trickier
of 26
Hardware decisions will affect fluidity
CPU power
Memory
Interface
Connectivity decisions will affect comfort of use
Set up
Data speed
Quality of service
Content decisions will affect consumer appeal
Ecosystem
Service provider
Service content
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
15. To de-risk the situation Jaguar Land
15
Rover must be bold, open and agile
of 26
When you only have your best guess, go Large
Remember predictions 1MB/s would be enough?
Flip phones were still the rage 7 years ago
Avoid getting locked in a specific technology
Open standards guaranty continued access
Check track record for backward compatibility
Not all decisions have to be made today
Beready for change
Have fall-back options
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
16. JLR’s market footprint growth brings a
16
simplification factor
of 26
JLR sales last 6 months
80% sales in 4
5%
geographical 17%
21% China
Europe
segments UK
17% 21% North America
All other mkts
19% Asia Pacific
57% in 3 countries,
China is getting bigger 5%
22%
Source : Jaguar Land Rover
17%
17%
Land Rover Evoque 20%
30% units sales 20%
JLR sales last 12 months
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
17. The growth of the Chinese market will
have a lasting impact on
17
of 26
developments
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
18. To seize this opportunity, JLR must
18
address 3 strategic challenges
of 26
Jaguar Land Rover cannot wait for
stakeholders to agree. We must run with our
own plan
To be future-proof Jaguar Land Rover must be
bold, open and agile, still being consistent with
our market
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
19. To seize this opportunity, JLR must
19
address 3 strategic challenges
of 26
Jaguar Land Rover cannot wait for
stakeholders to agree. We must run with our
own plan
To be future-proof Jaguar Land Rover must be
bold, open and agile, still being consistent with
our market
UX to drive ROI
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
20. Infotainment must reinforce the
branded experience JLR has built
20
of 26
over the years
style, Inspiring
performance, living the spirit of adventure
refinement,
prestige
affordability
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
21. The consumer base of Evoque is
21
likely to set the bar higher
of 26
Evoque customers are younger affluent early
adopters
Used to smartphones, digitally savvy
Technology is an enabler, not a wow factor
Existing devices must integrate seamlessly
Easyset up
Synchronise content and selected functionality
Be ready to keep the proposition at the cutting
edge
Non-intrusive upgrades, updates
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
Compatibility with the leading ecosystems
22. The reward for all this effort will be a
22
stronger customer loyalty
of 26
An augmented positive experience provides
additional reasons to stay with Jaguar Land Rover
Reduce the pain of switching to a new vehicle by
easily transferring the content and services
Technology cycles can drive the vehicle
replacement cycle down and increase sales.
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
23. To seize this opportunity, JLR must
23
address 3 strategic challenges
of 26
Jaguar Land Rover cannot wait for
stakeholders to agree. We must run with our
own plan
To be future-proof Jaguar Land Rover must be
bold, open and agile, still being consistent with
our market
Adapting a user experience that breathes the
Jaguar Land Rover identity to the new consumer
base will provide a strong return on investment
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
24. One more thing …
Strategic challenges for Jaguar Land Rover in creating a digitally rich
24
connected car Gilles Corby - 19/10/2012
25. The connected car experience will
25
impact the value chain, be prepared.
of 26
Design &
Manufacturing Marketing Sales
Engineering
In-car Telematics interfaceNew processes Infotainment awareness Sales force training
New technologies Market specific Software Crisp and clear Customer introduction
New skills packages communication Customer support
New people Position as part of the
Prevent silo effect whole value proposition
Agile development
Strategic challenges for Jaguar Land Rover in creating a digitally rich
connected car Gilles Corby - 19/10/2012
26. Thank you
Strategic challenges for Jaguar Land Rover in creating a digitally rich
26
connected car Gilles Corby - 19/10/2012