OSGi World Congress 2004

1. © copyright 2004 by OSGi Alliance All rights reserved.
Real-time Customer Care & Vehicle Service
How to deliver Real Business Value
in an Automotive Context
Dr. Christian G. Kuhn
Director Solution Development
Business Unit Automotive
SAP AG

2. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

3. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

4. © copyright 2004 by OSGi Alliance. All rights reserved.
THE WINNING STRATEGY FOR GROWTH
Relationship
excellence
Operational
excellence
(Cost control, Responsiveness,
Maximized capacity utilization,
Process automation, Support …)
Sustainable,
Profitable
Growth
Sustainable,
Profitable
Growth
Innovation
Inno-
vation
Inno-
vation
(Retailer, Service
Provider, 1st tier
Suppliers, Logistics
Providers …)
GROWTH THROUGH
INNOVATION & COLLABORATION
Product
excellence
(Brand Management,
Innovation Management
Services, Quality Assurance …)
New Revenue &
Profit areas:
Additional
Services ...
Hardware/Software
in Vehicles:
Adaptions to
Engineering,
Supply Chain and
Service (Support
Solutions)
- Support of the complete
Vehicle Lifecycle
- Upcoming
Legal Requirements
(TREAD, Recycling, ...)
Solution
Driver

5. © copyright 2004 by OSGi Alliance. All rights reserved.
Integrated Customer & Vehicle Lifecycle Management
Vehicle
Sales
Process
Marketing &
Market Intelligence
Vehicle Distribution
&
Financials
After-Sales
Manage-
ment
Customer &
Vehicle
Relationship
Management
Customer &
Vehicle
Relationship
Management
First
Customer
Contact
Customer
Experience
Customer
Satisfaction
Customer
Retention
Economic
Success
Customer
Loyalty
Customer
Interest

6. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

7. © copyright 2004 by OSGi Alliance. All rights reserved.
Technology Impact on Value Creation
Adoption Rate of Technology
for Business Process Innovation
Time
Velocity at which
Best-in-Class
Organizations
Create Value
Velocity at which
Average Organizations
Create Value
Competitive
Value Gap
Current Trends & Strategies rely on positive Business Cases
Trends & Strategies in Automotive Ecosystem lead directly to Integration
Challenges
Integration of Information, People and Processes are essential for real
collaborative business processes – with high value creation potential
Integration is supported by Technology …
Channel Integration is one of the key factors the ‘Vehicle’ is one Channel!
Business to Vehicle – Integration (B2V) OSGi comes into the game …

8. © copyright 2004 by OSGi Alliance. All rights reserved.
Customer Contacts
- Channels -
Customer Interaction Channels – Information Nightmare
Telephone E-Mail/Letter Web/Portal Visit Mobile Telematics
Customer
OEM/
Brand Owner
Dealer
Service Centers
NSC/Importer
Call Center
Business Partner
in Automotive Community

9. © copyright 2004 by OSGi Alliance. All rights reserved.
Customer Interaction Channels – Information Backbone
Telephone E-Mail/Letter Web/Portal Visit Mobile Telematics
OEM/
Brand Owner
Dealer
Service Centers
NSC/Importer
Customer
Call Center
Central customer&vehicle data,
one-voice concepts,
personalized communication,
holistic life-cycle management
* Information
* Process
* People
Integration

10. © copyright 2004 by OSGi Alliance. All rights reserved.
Integrated Business for the extended Enterprise
OEM/
Brand Owner
Dealer
Service Centers
NSC/Importer
Call Center
Business Processes
* Marketing, Sales
* Interaction Center
* Service, Warranty
* Analytics
Telephone E-Mail/Letter Web/Portal Visit Mobile Telematics
Integrated
Customer
Relationship
Management
Integrated
Dealer
Management
Systems
(DMS Adapter)
Integrated
and holistic
Analytics
New Channel
Capabilities
Portal-based
Integration of
Partners
Customer

11. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

12. © copyright 2004 by OSGi Alliance. All rights reserved.
Usage based billing/services
Tracking & Tracing, Vehicle Location
Service & Order Notification & Scheduling
Mobile Payment (gas, …)
Electronic toll collection
Rental
Fleets/Rental/
Service Providers
Business to Business
Roadside Assistance, Customer Care
Emergency Call (Airbag notification, Crash Info)
Predictive failure detection, (Indiv.) Proactive Service Services
Remote Diagnostics & Service, Online Software Updates (Bugfix)
Tracking&Tracing (safety)
Additional Services (by Software update & upload & activation)
Business to Vehicle (OEM - driven business processes)
Business Services – enabled by Telematics
Customer
OEM
Dealer /
Service
Provider
NSC
Infotainment/Entertainment, Location-based-Services (B2C)

13. © copyright 2004 by OSGi Alliance. All rights reserved.
Real World Connectivity – M2M, B2M
The ‘Extended Internet’:
Bringing real world and ‘virtual’ world together in real-time
Key Technology Drivers
Smart Objects (Embedded chips RFID), Ubiquitous Computing
Wireless Internet Technology. Networked world, Mobile Computing
Infrastructure
Telematics, Remote Services OSGi …
… to enable new application and services
Source: M-Lab
Standard
B2M

14. © copyright 2004 by OSGi Alliance. All rights reserved.
Innovation: Do NEW things … do things in NEW ways …
Local Dealers /
Service Stations
Customers /
“Vehicles”
Visibility
Collaboration
OEM
Service
Organizations
Integration
Reply /
Execute
Set
Strategies
Importers
Coordinate
Process
Report
Problem
Local Dealers /
Service Stations
Customers /
“Vehicles” OEM
Service
Organizations Importers
Powered by SAP NetWeaver
ROADSIDE ASSISTANCE FOR EXCELLENT CUSTOMER SERVICE
Vehicle Management Service Order Processing Spare Parts Processing …
The Business Functionality
... DELIVERES THE BUSINESS SOLUTION …
The Technology
+

15. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

16. © copyright 2004 by OSGi Alliance. All rights reserved.
Roadside Assistance Scenario Overview
Customer
Care
Marketing&Sales
Customer
Loyalty
Management
Vehicle Service
Workshop Service
(Dealer/Service Station)
Customer
&Vehicle
Satisfaction
Program
Vehicle Breakdown/
Problem
Marketing
Campaign
1
Interaction
Center
3
5
Business
Intelligence
6
4
2
Customer &
Vehicle
Relationship
Management
Customer &
Vehicle
Relationship
Management
Localization/
Support Det.
3a
Problem Analysis/
Solution database
Service Template/
Parts Availability
3b3c
GIS

17. © copyright 2004 by OSGi Alliance. All rights reserved.
Satisfaction
Program
Service Requests/Messages - Roadside Assistance
Customer
Care
Marketing&Sales
Customer
Loyalty
Management
Customer &
Vehicle
Relationship
Management
Customer &
Vehicle
Relationship
Management
Vehicle Breakdown/
Problem
Marketing
Campaign
Customer
&Vehicle
Vehicle Service
Workshop Service
(Dealer/Service Station)
1
Interaction
Center
3
5
Business
Intelligence
6
4
2
Service Request
Data Request
Data Info
Service Confirm.
Lead
Distribution
Customer Info
Service Request
Service Confirm.

18. © copyright 2004 by OSGi Alliance. All rights reserved.
Architecture Overview - Prototype
OSGi
A&D
Automot.
Banking
CP
HiTech
Pharma
Retail
...
Media
mySAP Business Suite
Composites
Components
SAP NetWeaver
...
... ERP CRM
Vehicle
Manager
In-Vehicle
Network
Client side/
Front-end
Service
Gateway
Services
Services
Services
WebServices,
XML (via XI) Frontend
(here: IC)
SAP Exchange Infrastructure
(Part of SAP NetWeaver)
Defined XML messages to
trigger services in both directions
VehicleStatusQueryMessage
VehicleStatusInfoMessage
VehicleConfirmationMessage
VehicleServiceRequestMessage
Other Channels
(e.g. DMS)

19. © copyright 2004 by OSGi Alliance. All rights reserved.
Vehicle Diagnostics & Service – Business Intelligence
Conduct an alert and failure Defect/Problem Analytics
Cockpit using Real-Time Analytics & Prediction
with Feedback (Closed-Loop)
Intelligence
Connector Operational Applications
Analytical Applications
FeedbackLoop

20. © copyright 2004 by OSGi Alliance. All rights reserved.
Demo of Roadside Assistance ...
Retrieve Vehicle
Information via Telematics
Identification of Customer
and Vehicle.

21. © copyright 2004 by OSGi Alliance. All rights reserved.
Outline
Trends and Strategies in the Automotive Ecosystem
Real Business Value: Why Integration is the Challenge
Connecting the world - How OSGi comes into the game
How does it work? – Remote Diagnostics & Service
Outlook, Discussion & Questions

22. © copyright 2004 by OSGi Alliance. All rights reserved.
People
Integration
Process
Integration
Innovation by Integration – Technology as enabler
Customer calls
customer service.
IC agent selects
and notifies
dealership.
Dealer receives
information and
provides service.
1
2
3
Information
Integration