客户之声 (VoC) 调查：欧洲车载服务和功能

本报告调查了欧洲客户对车载服务和按需功能的使用情况，并按车辆类型和国家/地区总结了对各种服务和功能的兴趣、偏好和支付意愿。

内容

主要发现

行业概览

• 按需功能的技术先决条件
• 汽车市场的分类
• 车载市场作为一个概念
• 车载市场用例
• 车载市场应用
• 车载按需支付功能的主要业务模式
• 行业高管对按需功能的看法
• 按需访问类型和交付功能
• 案例研究：Mercedes Me

调查方法和样本

• 调查方法
• 覆盖欧洲市场
• 数据加权和聚合
• 受访者简介
• 受访者概况：人口统计
• 受访者概况：汽车拥有量和行驶里程

客户分析：当前和未来的车辆

• 客户偏好：动力系统
• 当前汽车数字化水平
• 使用 SIM 卡的车载连接服务/功能
• 支付基本互联网连接套餐的意愿：按国家/地区划分
• 支付基本互联网连接套餐的意愿：按细分市场
• 通过 OTA 进行功能更新的首选付款方式：按国家/地区划分
• OTA 功能更新的首选付款方式：按细分市场
• OTA 功能更新的首选付款方式：按国家/地区划分
• 消费者车内活动
• 消费者车内娱乐偏好：按国家/地区划分
• 消费者对新型车载技术的偏好
• 新技术的重要性：按细分市场划分
• 驾驶员对汽车订阅的看法：按国家/地区分类

车载市场

• 受访者偏好：车内零售
• 对使用零售点播服务和功能的兴趣：按国家/地区划分
• 车载市场请求：按国家/地区分类
• 您想在市场上使用的产品/服务：按国家/地区

按需功能/消费者展望

• 按需功能：调查简介
• 有兴趣按需购买以下 25 项功能
• 购买新功能的意愿趋势：按国家/地区划分
• 消费者对车载功能的看法
• 愿意为各种车载功能付费
• 消费者对新车功能转移的看法
• 有兴趣购买以下车辆的按需功能
• 愿意为按需功能付费
• 对点播功能的兴趣：按国家/地区划分
• 对按需功能的兴趣程度：按汽车拥有量类别划分
• 对按需功能的兴趣程度：按发动机类型和年行驶里程划分
• 对点播功能的兴趣：按属性分类
• 想要订阅点播功能的用户趋势：按车型
• 想要订阅点播功能的用户趋势：按国家/地区划分
• 对车内功能的了解

愿意为按需功能付费以及需求的价格弹性

• 目标价格范围
• 支付意愿和需求价格弹性
• 需求特征和需求价格弹性
• 购买意愿：动力总成升级
• 购买意愿：延长电动汽车的行驶里程
• 购买意向：互联地图
• 购买意向：语音助手的增强功能
• 购买动机：使用智能手机应用程序的远程功能服务
• 购买动机：使用应用程序的远程停车服务
• 购买意愿：自动驾驶技术
• 购买意愿：联网无线电（支持 IP 的无线电）
• 购买意向：IMAX 音频/影院体验
• 购买意愿：冬季舒适套餐
• 购买动机：降噪技术
• 购买动机：按需睡眠唤醒/分散注意力
• 推动特征：支付意愿
• 便利：愿意支付
• 支付意愿：驾驶支持/自动驾驶功能
• 支付意愿：音频/娱乐功能
• 支付意愿：舒适
• 支付意愿：生产力函数
• 支付意愿：健康/保健功能

推荐的用户界面

• 按需操作功能的控制选项：按国家□□/地区
• 用于按需使用功能的控制选项：按分段
• 语音助手的首选品牌：按国家/地区划分

附录

Assessing Passenger Vehicle Consumer Opinions about On-demand Features, Over-the-air Updates, Connectivity, and Payment Options

Pandemic-induced market challenges are spurring innovation and progress toward safer and more convenient solutions, particularly in Europe's connected automotive industry, where emerging use cases are shaping a new normal for consumers. Frost & Sullivan's Voice of Customer survey on in-car services and features in Europe explores customer usage of in-car services, features on demand, over-the-air updates, connected services, and payment options by vehicle segment type. The panel-based study involving 2,054 decision makers or key influencers for connected car services from 5 major European countries highlights the advantages of connected car services, including improved safety, convenience, and efficiency for drivers. Data insights from this study can help businesses make informed decisions regarding investments in developing and integrating connected car services and uncover insights into potential revenue streams in the industry.

Table of Contents

Key Findings

• Key Objectives of this Study
• Key Findings

Industry Overview

• Technology Pre-requisites for On-demand Features
• Automotive Marketplace Segmentation
• In-car Marketplace as a Concept
• In-car Marketplace Use Cases
• In-car Marketplace Applications
• Key Business Models for In-vehicle Feature on Demand Payments
• Industry Executive Views on Features on Demand
• Features on Demand Access Types and Delivery
• Case Study-Mercedes Me

Research Methodology and Sample

• Research Methodology
• European Markets in Scope (G5)
• Data Weighting and Aggregation
• Respondent Profile
• Respondent Profile-Demographics
• Respondent Profile-Vehicle Ownership and Mileage

Customer Profiling-Current and Future Vehicles

• Customer Preference-Powertrain
• Current Level of Vehicle Digitalization
• In-vehicle Connectivity Services/Functions with SIM Card
• Willingness to Pay for Basic Internet Connectivity Package by Country
• Willingness to Pay for Basic Internet Connectivity Package by Segment
• Preferred Payment Method for OTA Feature Updates by Country
• Preferred Payment Method for OTA Feature Updates by Segment
• Preferred Payment Mode for OTA Functionality by Country
• In-car Activities by Consumers
• Consumers' In-car Entertainment Preferences by Country
• Consumers' Preference for New In-car Technology
• Importance of New Technology by Segment
• Driver Opinions on Vehicle Subscriptions by Country

In-car Marketplace

• Respondent Preferences-In-car Retail
• Interest in Using Retail On-demand Services and Features by Country
• Expected In-Vehicle Marketplaces by Country
• Desired Products or Services in Marketplaces by Country

Features on Demand-Consumer Perspectives

• Features on Demand-Survey Introduction
• Interest in Purchasing the Following 25 Features on Demand
• Willingness to Pay for New Features/Functionalities by Country
• Consumer Sentiment Toward In-vehicle Features
• Willingness to Pay for Different In-vehicle Features
• Customer Sentiment about Transferring Features to a New Car
• Interest in Purchasing Features on Demand for Next Car
• Willingness to Pay for Features on Demand
• Interest in Features on Demand by Country
• Interest in Features on Demand by Vehicle Ownership
• Interest in Features on Demand by Engine Type and Annual Mileage
• Interest in Features on Demand by Demographics
• Preference in Opting for Features on Demand Subscriptions by Car Segment
• Preference in Opting for Features on Demand Subscriptions by Country
• Perceptions About In-vehicle Functionalities

Features on Demand Willingness to Pay and Price Elasticity of Demand

• Price Points Tested
• Willingness to Pay and Price Elasticity of Demand
• Features on Demand Price Elasticity of Demand
• Interested in Purchasing-Powertrain Upgrades
• Interested in Purchasing-Range Extension for EVs
• Interested in Purchasing-Connected Mapping
• Interested in Purchasing-Voice Assistant with Enhanced Capability
• Interested in Purchasing-Remote Features Services via Smartphone App
• Interested in Purchasing-Remote Parking Via App
• Interested in Purchasing-Autopilot Technology
• Interested in Purchasing-Connected Radio (IP-supported Radio)
• Interested in Purchasing-IMAX Audio/Cinema Experience
• Interested in Purchasing-Winter Comfort Package
• Interested in Purchasing-Noise Reduction Technology
• Interested in Purchasing-On-demand Driver Drowsiness/Distraction
• Driving Features-Willingness to Pay
• Convenience Features-Willingness to Pay
• Willingness to Pay-Assisted/Automated Driving Features
• Willingness to Pay-Audio/Entertainment Features
• Willingness to Pay-Comfort
• Willingness to Pay-Productivity Features
• Willingness to Pay-Health/Wellness Features

Preferred User Interfaces

• Control Options to Interact with Features on Demand by Country
• Control Options to Interact with Features on Demand by Segment
• Preferred Brands for Voice Assistance by Country

Appendix

• Growth Opportunities Fuel the Growth Pipeline Engine™
• Why is it Increasingly Difficult to Grow?
• The Strategic Imperative 8™
• List of Exhibits
• Legal Disclaimer