Understand the key points of strategic operation of the car network

Foreword:

"You can't ask the customer what they want, and then try to provide it. When you make it, they will have other new ideas."

Steve Jobs. 2005

The late Apple CEO Steve Jobs spent 14 years summarizing, breaking the conventional business "definition" and using Apple's successful business as an answer. For this reason, as the car service market is groping in the dark, the T service, the car How much can we learn from networking? I suggest business suggestions for car manufacturers, content suppliers, car front loading markets, and aftermarkets from the aspects of car networking industry product development and technology trends, market operations, and business models. The effect can bring some reverie and resonance to the decision-making seniors in the automotive industry.

User experience is the foundation and sticky service is the guarantee.

Platform construction is the cornerstone and complementary intersection is the direction.

User experience is the foundation - "products"

Why "user experience is the foundation"?

In many operating systems, whether it is PC or embedded, what system allows users to become habits from the likes, is Apple! Apple experienced experiential marketing and became an "eyeball economy" that people relished. Apple developed a simple, easy-to-use, intuitive interface that separated the hardware from the application and enabled seamless connectivity between the PC and the Internet. Really achieved the "available, available, easy to use, everyday use" operating experience.

Apple is a rising star in the mobile phone industry. Its success is not the leading technology, but "user experience" makes it the overlord in the mobile phone industry today.

However, too many companies in the car-car networking industry are still "stacking" various types of functions at their own terminals in order to attract the needs of different customers. They can stocks, can make birdies, can chat with QQ, can access the Internet, and can listen to Music, can... Trends also become "computers are on the move," but they still don't please users.

Its conclusion is;

Adding a wide range of functions does not bring customers, simple, practical, easy-to-operate operations that match the owner's user experience - is the future direction of the car networking market products.

How to achieve a good user experience product? This is a systematic and complicated problem. The car market is very large. I believe there is no user experience that can satisfy all users. Just like the practice of Dharma, although there is no law, there are thousands of ways and 84,000 ways of practice. What is the design and specifications of the product? But there is a basic recommended step:

First, regarding the consensus and understanding of the "user experience" led by the company's top management team, we must consider "user experience" under multiple usage scenarios.

Second, the management of the "user experience" development team must be valued and managed from the organizational structure. This is very important;

The third and last is the maturity control of the "3D" stage of "user experience" products. The operation of these three links can basically achieve the effect of listing and sales.

More detailed exploration requires deep integration of the company's existing resource allocation capabilities, gradually improved through the company's management personnel's continuous exploration.

Behind a simple and convenient user experience is the result of complex logical interactions and structural refinements. It also takes into consideration the service mode of product functions: distributed or centralized, considering the combination of operational content, function implementation, single technology and business model, etc. It can be seen that the complexity of the car network and the coordinated cooperation of cross-department and even cross-company cooperation. Only the senior management of enterprises can put these resources at a unified strategic level to be successful. The key is to consider the allocation of company resources and external use. No longer tired. After comprehensive consideration and design, there will be a basic decent "network user experience" product, and the next step is to wait for sales and operations.

Sticky service is guaranteed - "Operations"

What is a sticky service?

The whole world knows that the purpose of car networking is to sell for the second time and many times, that is, “operation”. Reliance on viscous services. Everyone understands this principle. However, sticky service is not simply to send information to customers, push an advertisement, not to tell the customer's fault information to let him repair, nor to tell customers through a mileage information "hurry to 4S shop to do car care."

Sticky service is based on "customer care" based on "trust marketing", this can not be simply established a call center or call a telephone station to solve. The call center is called "I press you to help me" and the other call "I don't care about you." Sticky service is built on the premise of “good user experience” and allows users to obtain more high-end services, while high-end services must be based on “trust marketing” under the premise of “market segmentation” and “basic understanding of customer information”. . Note the two prerequisites involved here: "Good user experience," "Market segmentation," and "Understanding basic customer information."

Imagine that we have provided customers with 10 functional products. The company wants to push the 11th functional product through information and hopes that customers will pay for it as soon as possible. However, the customer is not satisfied with 7 out of 10 functions and 2 functions. Don't know how to use it. What will be the result of pushing the information?

Its conclusion is:

The user experience product must be “neither lacking nor compromising”, but based on a good user experience product, it will be able to achieve the second or even multiple operations on the cake. Therefore, sticky service is the guarantee for the operation of the car networking industry.

What exactly does sticky service do? How can we achieve the "safeguard" effect? Sticky service is Hong Hong's wish for many Internet companies to operate for many years. Finding sticky service is like finding water in the desert. It is just the biggest difference from the internet of things. The feature of car networking is that it already has this sticky guarantee, and it depends on how to achieve "sticky protection." . Sticky people also saw that "location services, people and vehicles safety, car life" were also translated into "cars, tube cars, and car life," but there is basically no essential difference. In terms of operation, here are three simple points;

First, to see the above two premise, we should know that the sticky service should be based on the analysis of “dynamic data”, and the collection of sub-dynamic data must be supported by the background service to complete and improve. In other words, this “vegetable” is eaten by content providers of service items, but other industry chains can share (diversified); for example, channel providers, hardware manufacturers, etc.

Second, localized services have become a trend for targeted service content, such as annual inspections of automobiles, illegal handling, local road diversion notices, and local major information notifications. This means that sticky service models must be localized. In order to truly sticky service.

Third, the professional, sticky service approach must operate in a very professional and standardized manner, and this requires unified management and training.

To achieve effective sticky services, it is best to complete on a system platform. Only the system can refine services.

Platform construction is the cornerstone – “platform”

“When we stand on the platform, we see the world is flat....” This is the platform. It is not only a stage. It allows us to see through the platform that the global “doesn’t have to be a global player.” The height of this strategy can only operate the platform. The platform needs to be tolerant; only "Hai Na Bai Chuan" can be used by hundreds of households, and it can also take advantage of the advantages of public homes, resources can be shared, and the "dancers" on the platform can all be harvested.

From a technical point of view, the car networking industry is a combination of communication, Internet, service, and terminal hardware. Therefore, car networking is a multilateral platform. It must have a seamless connection with telecommunication operators, and it must be implemented with the Internet and PC. The seamless connection of the end must also have good compatibility with different hardware factories, and must also realize and satisfy the service projects of the car networking, so the car networking platform needs good technical support, and behind this support is the integration of resources and the industry. Precipitation.

From a commercial point of view, the car networking platform needs a good business model as a “magnet” and attracts many industry players to join it. “One single release is not spring and a lot of spring is full of spring”, and 100 participating companies can become “potential”. There is a "potential" to follow the trend and accomplish something.

To sum up, summarize the main functions of the three "platforms" in the car network:

First, technical support; the platform must have good technical support, from the "connection path" to "terminal implementation", from "reliable protection" to "always on the net", and from "button response" to "timely response." These are all done and well done.

Second, service support; this part is not only simple as a call center, but focuses on the customer care of the client. The “trusted marketing” part has already talked about some of the sticky services and is no longer tired.

Third, promotion marketing; this part is where many companies are prone to omissions. In addition to the platform itself to be promoted within the industry, it is more to do the promotion of the client, this is to be considered in the "potential", specific Promote what form of operation, and to consider the rhythm, focus, channels. The important thing is the way and method.

The focus of the platform considerations is to establish the “industry orientation” of the platform, not the hardware or the software. The industry positioning of the platform must be service+resources, recognize the value of itself in the value chain of the vehicle networking, and obtain the customer’s identity with the value proposition. The client agrees to extend resources and build a platform based on this foundation. For example, many current location-based call center TSPs are used as platforms, but unfortunately they can only do a small part of these functions and are far from the true platform. After all, this step has already come out.

There is the team building on the platform, in addition to the need to consider meeting the above three specific functions, there is the design of the business model for different business environments and personalized customer management. In other words, the operation of the platform is a very meticulous and systematic project. All environments must be built on business models, and business models must be built on the integrated resources of the platforms. So we come to talk about resources, which should be cross-complementary. The business model speaks.

Complementary cross is direction - "resources"

Still need to start with the Internet. The Internet started in 1987 in China. In the past decade, Internet companies are burning money. Everyone knows that this must be the future of the era, but they don’t know how to “make profits” from them, just like the current car. Like the confusion of the Internet, at least many people are still not very clear. Most people are robbing the “seat sofa” in the “occupy position”. The first few waves of the Internet have all died on the beach. After the waves, they see the “hanging” in front of them. Later, I learned it.... The first thing to learn is the model of cross-complementation. The most common is that the Internet attracts numerous Internet users with massive information products and services. In turn, the platform subsidizes the information freshness of products through advertising charges.

First look back at the two main issues of the current Internet of Vehicles;

First, the interconnection operation bypasses the "fax machine effect." That is, first of all, it is the ultimate goal to build sand and towers.

The current situation is "solitary shop management," and the pre-installed market has a little customer base, Toyota has a little customer base, and SAIC has a little customer base.... After the market is a good helper a little networking user group, Zhicheng a bit of Internet users, Huayang a bit ... After the sprinkled to the country, basically can not see. As of now, the number of vehicles with active Internet connections in the country exceeds the total number of traffic accident vehicles nationwide. We need to first be quantitative, a large number of clusters.

Second, the profit model, and the operation is the relationship between chickens and eggs, but also because there is no very clear profit model, only today has no quantitative results. So now there is less pitfall for the second renewal rate, and no market or company has a renewal rate of more than 6%.

How to solve this ultimate difficulty, only to achieve cross-complementary business model, is the current way out of the operation of the car network. The key is to realize subsidies on “resources”, so that there is no difference between online and offline products and non-online products in terminal sales, and the seller’s commonly used sales language “does not increase the amount” in natural terms.

In terms of resources, it is entirely "Eight Immortals crosses the sea and each shows a supernatural power". There is no more talk here (belonging to trade secrets). However, the rigid demand from the car networking is the direction of integrating resources. From the four aspects of products, operations, platforms, and resources, there are basically personal suggestions for the operation and operation of the Vehicular Link. There are many extensions and details here. If you want to refine, you can write a book. The emphasis should be on strategic planning and tactical execution. Of course, the combination boxing is more lethal. It mainly depends on the company's position on the company's positioning and the integration of existing resources and the ability to control operations. The term “capacity” is particularly emphasized here. It is a very complicated task. If we analyze the value chain of the car networking is a long chain, no one company and team can complete all of the above four links, and it can be implemented in a controlled manner. This is almost impossible. possible. We have not involved too much information on the vehicle itself, such as vehicle monitoring, security control, or related interactive content. So many terminals and operating system platforms, mobile phones, PNDs, etc., are still serving as peripherals. Set up the operation of the car network. Therefore, the success of the car network must be established on the basis of "cooperation and win-win", and everyone recognizes that they are in the middle of the industry chain, such as "high-speed opening to traffic to get each segment" to win-win in the car network.

If the fish are cold and warm, they should not be in a situation of catching up with a late set early in the morning. The operation of the car networking operation is the height of the operators and the grasp of the future. We hope to share with you and create a better future.