DATA-DRIVEN BUSINESS MODELS IN CONNECTED CARS, MOBILITY SERVICES & BEYOND
Seven in ten of the world’s most valuable brands are digital platforms with data-driven business models. While this new phenomenon is transforming the global economy, there is currently little academic research on the subject. To contribute to this nascent field, this study develops a definition of data-driven business models and suggest a first business taxonomy. Interestingly, the world-leading internet platform players are currently all pushing into the automotive and mobility area rendering it a key battle ground for new data-driven business models in the dawning Internet of Things era. While tech players are investing billions in respective offerings (keyword: autonomous driving, connected mobility), OEMs are under pressure to develop their own data-driven value propositions. This race for the customer interface and successful data-monetization models makes automotive the perfect object of investigation. The goal of this report is to examine the state of data-driven business models within the automotive industry and to provide an overview of future trends. To quantify the data opportunity for automotive, a forecast of the growth trajectory until 2050 is derived – based on a framework with three distinct business models including subsequent service domains and use cases. The findings of this study suggest that OEMs are already active players in an increasingly data-driven environment. To become complete digital protagonists, they need to leverage digital ecosystems and enforce cooperation. Furthermore, OEMs must learn how to capitalize on their strong brand reputation within the digital service domain. The assessment also reveals important clues for strategic positioning: car makers should not seek to copy Uber or Google. On contrary. They possess a capability typical internet companies are now seeking to acquire: hardware manufacturing. In the cyber-physical world of the Internet of Things, physical strikes back. Whoever controls the complete chain – hardware, data, insights and digital services – can deliver the most superior brand experience. Still, OEMs are currently overly product centric; to fully influence data-driven business opportunities, they need to open their activities beyond the car. Successful data-driven companies do not keep themselves restricted to only one area of activity; rather they know how to build a comprehensive ecosystem encompassing virtually all areas of life.