In-Vehicle Infotainment. A View of the European Marketplace

Transcription

1 In-Vehicle Infotainment A View of the European Marketplace

2 In-Vehicle Infotainment: A View of the European Marketplace A number of trends are impacting the automotive industry, creating fertile ground for change. By 2015, for instance, 40 percent of the world will live in cities with populations of more than one million and 17 percent will live in megacities with more than five million. These drivers will need in-vehicle systems to help them more readily navigate congested city roadways, and will use their cars as information vehicles pointing them to the best restaurants, and sources of entertainment. Across all demographics, young and old alike, customers will drive demand for new features that provide greater comfort and ease-ofuse on the road. At the same time, new technological developments have advanced and converged to allow for more in-vehicle services, entertainment and connectivity. These new technologies also meet the call of regulatory agencies and consumers groups that are increasing the demand for cars that are safer, and more environmentally friendly. As the industry continues to adapt to these changing business, regulatory and consumer trends, in-vehicle infotainment, or IVI, provides an opportunity for innovation and competitive distinction. (See sidebar) To better understand the specific market context for IVI and its future potential, Accenture launched a study of the European marketplace.* This executive summary contains key findings of that research effort. Defining In-Vehicle Infotainment IVI Accenture defines IVI as a set of solutions and applications for automobiles which satisfy different customer needs including commerce, entertainment, safety, maintenance, communication and infomobility (i.e. navigation.) In-Vehicle Infotainment (IVI) services for the car Infomobility GPS navigation providing drivers info (news, available parking, alternatives routes, shops, tourist areas, traffic situation, CO2 route optimization, points of interest, etc) Commerce Mobile payment system (charging tolls, parking fees, buying tickets, do shopping) Usage of the car recording system (miles per year, day of the week, ) to be correlated with premiums for car insurance (e.g. every week, the car dashboard signals the cost of car insurance) Entertainment Consumer electronics for passenger amusement in front and rear seats (e.g. i-pod, satellite radio, TV, car PC systems, etc.) i-car 3.0 Safety/Security In-vehicle tracking system (intelligent black box checking and tracking car conditions) Personalization of car access and driver settings Automatic security distance maintaining system (based on speed, weather conditions) Home video alarm monitored from the car Car maintenance & optimization Remote diagnostic application Chips and controller for Variable Speed Drive intelligence in order to produce Smart motors that reduce energy consumption and CO2 emissions Telemetry to collect vast amount of data to fine tune car performance monitoring Communication Telephone, video call, , SMS, internet access to connect to remote users Telecommunication infrastructure Strict definition Additional items for a broader definition 2

3 The IVI Marketplace This section of the Accenture study takes a broad view of the IVI marketplace including: Individual segments and their projected growth by 2012 A country-level view of growth Emerging technologies in the IVI space Segment Growth IVI technology has gained importance in the automotive industry across the Europe evidenced by a rise in the uptake of telematics, navigational units and other accessories. To understand the dynamics of the marketplace on a more granular level, the Accenture study examined different segments within IVI including: Core Solutions We define these as the built-in components that enable different add-on services. Our study divides core solutions into two parts: Communications and telematics and navigation which includes embedded navigational systems. Accessories These serve as add-ons to core solutions and include things like audio units and displays. Services This segment covers additional services and information offerings covering traffic, navigation and telecommunication. An 8 billion euro market in 2010, the overall IVI market is projected to explode in the near future doubling in size by 2012 to about 19 billion euro. (Figure 1) But one segment in particular stands out in terms of future growth: the services segment is expected to grow by a whopping 70 percent in two years time. The most sluggish anticipated growth will come in core solutions, projected to grow by only 11 percent according to the Accenture study. This relatively slow growth rate makes sense. Core solutions are the most mature of the three segments and therefore has the most competition. Of special note from the study: The portable navigation device subsegment within accessories grew fastest over the last years reaching 102 percent growth since Now, with the ubiquity of smartphones, this dynamic expansion will likely slow as navigational applications are more frequently accessed by phone over GPS devices. In-Vehicle Infotainment: Revenues (Europe) ( in billion) +34% % +57% 18.9 CAGR Overall +18% % % % % % % +80% +22% +16% % +30% +26% % +21% 8.2 Services +74% Accessories +21% Core Solutions +11% Services Accessories Core Solutions Produced Vehicles EU (mln) (YOY %) (-%) (2.7%) (%) (-4.8%) (-19.4%) (4.2%) (11.7%) (8.5%) 3

4 Country-level view of the IVI space The Accenture IVI study examined growth of the three segments core solutions, accessories and services on a country level. (Figures 2-4) The study found that: Germany is the biggest IVI market across all three segments All Western European markets are growing at a fairly even rate Eastern Europe, however, has been growing faster in the last years Emerging Technologies The IVI space is rapidly evolving in terms of technological solutions. One example: Toyota launched the Prius Effect, an innovative dashboard that educates drivers on their energy consumption as they drive. Other upand-coming services include remote diagnostics, vehicle relationship management and fleet management. All will improve car operations and, ultimately, customer relationships. Governmental regulations are also playing their part to encourage technological evolution. The European Commission is leveraging on IVI solutions to increase drivers security and encourage smart motor diffusion and other add-ons. Some additional examples include: ecall is a project intended to give a rapid assistance to drivers involved in an accident anywhere inside the European Union (EU) EU countries are planning to launch a smart motors innovation program, create demand through procurement (e.g. incentives to buy electric or hybrid cars etc.) and trigger a shift in consumers behaviors. OEMs and IVI penetration Accenture s study of the European IVI marketplace found that among OEMs GM, BMW and Mercedes represent the biggest players. With that said, Toyota and Volkswagen are expected to grow rapidly in the next years, reaching the market leaders in OEMs to date have been slow to create new generations of IVI applications in areas like safety, commerce, communications and entertainment and have focused mostly on tweaking. Most OEMs have only offered IVI extras in their higherend models. Currently IVI penetration is very low in medium/low cars while most probably in the near future it will grow on all car segments, reaching almost 100% penetration in the top of the range. Figure 1: In-Vehicle Infotainment: Core Solutions Revenues by Country (Europe) ( billion) CAGR CAGR CAGR Overall +9% +12% +11% Germany +7% +13% +10% France +4% +10% +7% Italy +8% +11% +10% UK +10% +12% +11% Other W. Europe +11% +13% +12% E. Europe +26% +14% +20% Germany France Italy UK Other W. Europe E. Europe Countries mix France Germany Italy UK Other W. Europe E. Europe Total Avr. Δpp Avr. Δpp % 15% 14% 14% 14% 14% 14% 14% 14% -% % 28% 27% 25% 24% 23% 23% 22% 22% 22% -1.4% -% 15% 14% 14% 14% 14% 14% 14% 14% 14% -% -% 14% 14% 14% 14% 14% 14% 14% 14% 14% % 0.0% 21% 22% 22% 23% 22% 22% 23% 23% 23% % % 7% 8% 10% 11% 13% 13% 14% 13% 14% 1.4% % 100% 100% 100% 100% 100% 100% 100% 100% 100% 4

5 Figure 2: In-Vehicle Infotainment: Accessories Revenues by Country (Europe) ( billion) CAGR CAGR CAGR Overall +25% +17% +21% Germany +24% +17% +20% France +20% +16% +18% Italy +25% +17% +21% UK +22% +18% +20% Other W. Europe +23% +18% +20% E. Europe +44% +19% +31% Germany France Italy UK Other W. Europe E. Europe Countries mix Avr. Δpp Avr. Δpp France 14% 14% 13% 14% 14% 13% 13% 13% 13% -% % Germany 23% 23% 23% 24% 21% 20% 20% 19% 19% -1.4% -% Italy 14% 13% 13% 14% 14% 14% 14% 14% 14% -% -% UK 16% 15% 14% 15% 15% 14% 14% 14% 15% % 0.0% Other W. Europe 26% 26% 26% 26% 26% 25% 25% 25% 25% % % E. Europe 7% 8% 10% 11% 11% 13% 14% 13% 14% 1.4% % Total 100% 100% 100% 100% 100% 100% 100% 100% 100% Figure 3: In-Vehicle Infotainment: Services Revenues by Country (Europe) ( billion) CAGR CAGR CAGR Overall +83% +65% +74% Germany +76% +64% +70% France +80% +66% +73% Italy +82% +65% +73% UK +79% +65% +72% Other W. Europe +82% +66% +74% E. Europe +111% +67% +88% Germany France Italy UK Other W. Europe E. Europe Countries mix Avr. Δpp Avr. Δpp France 14% 14% 13% 14% 13% 13% 13% 13% 13% -% 0.0% Germany 23% 23% 22% 20% 20% 20% 20% 19% 19% -% -% Italy 14% 14% 14% 14% 14% 14% 14% 14% 14% 0.0% 0.0% UK 15% 15% 14% 14% 14% 14% 14% 14% 14% -% 0.0% Other W. Europe 26% 26% 26% 26% 26% 26% 26% 26% 26% -% 0.0% E. Europe 7% 8% 10% 11% 13% 13% 14% 13% 14% 1.4% % Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 5

6 IVI in the Future The Accenture study of the marketplace is clear: the demand for IVI is accelerating. And car manufacturers have an opportunity now to ramp up their capabilities in this area to achieve competitive differentiation. Both OEMs and suppliers need to start now building strategic partnerships that will lead to distinctive capabilities. To speed the process, some may want to take a managed approach to IVI, allowing them fast entry into key areas. Three areas automotive players should consider focusing on include: Safety More and more features are being developed that provide greater safety for drivers and pedestrians alike. These translate into improvements to vehicle infrastructure, allowing the car to connect to vital highway information including road closures; and vehicleto-vehicle where cars speak to each other, signaling accidents on the road ahead to other drivers around them, etc. Contact To find out more about the implications of Accenture s In-Vehicle Infotainment Market Evolution study on your business, please contact: Accenture Italy Marcello Tamietti marcello.tamietti@accenture.com Environmental protection IVI innovations should be focused toward more fuel efficient operations as consumer and regulatory forces demand greener cars. Entertainment In-vehicle entertainment from movies to games will only rise. OEMs can act as strategic enablers of these services, linking software providers to their in-car end users. 6

7 About Accenture Accenture is a global management consulting, technology services and outsourcing company, with more than 176,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28 billion for the fiscal year ended Aug. 31, Its home page is Copyright 2010 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. 7