Apple joins the fight for third screen: Car makers are meat cutters?
"I don't think that the SEFM TV-free model developed by Apple can be widely used by car companies." On June 25th, Wu Hong, CEO of Huizhou Tianyuan Electronics Co., Ltd., developed the first intelligent car development in China (Beijing). There was a lot of controversy on the application forum.
Prior to this, Apple's Siri technology based on the iOS6 operating system has caused a stir in the automotive industry. The greatest significance of this technology to the automotive industry lies in the combination of maps, vehicle control and Siri voice capabilities. As long as the user connects the iphone to the USB cable in the car, the user can use the functions such as the telephone, the short message, and the inquiring direction to realize the hands-free control of the vehicle through the voice command. Apple defines this technology as Siri Eyes Free Mode, short for SEFM.
After the technology was released, many car companies began to imagine the future of the "Apple flavor" of the car life. According to sources, eight car companies including GM, Toyota, Chrysler and Honda have agreed to integrate Apple's Siri voice control function. This information has caused pressure on many domestic automotive electronics companies that are trying to flex their muscles in the field of automobile intelligence.
"From the official data released by Apple, iOS6 is not a set of on-board systems tailor-made for auto plants and automobiles. Instead, it is simply loaded on existing Apple mobile devices. If users want to use this system, they must first With Apple's mobile devices, the car itself must also be compatible design and development. This makes it difficult to popularize the market from a technical and commercial point of view."
Wu Hong, who had signed a cooperation project with Microsoft based on the MSAUTO technology project in November last year, attempted to win business opportunities in the ascendant Chinese intelligent car market by introducing Microsoft's operating system. Wu Hong expressed that he believes in Apple's sudden involvement. Microsoft.
Compete for the "third screen"
In Wu Hong’s view, the future of people’s lives will be inseparable from the three screens: the screen embedded in TVs, mobile phones, and car consoles. “When many owners own their smart phones, they surf the Internet and browse videos through it. After handling business matters, the full range of human-car interaction technology will also develop rapidly in the automotive field."
Wu Hong told reporters that the current signs have emerged in the Chinese auto market. Lin Lei, the co-president and CEO of Xinhuaxin International Information Consulting (Beijing) Co., Ltd., found that as the mainstream car consumers in China gradually shifted from 60 to 80 and 90, these owners who were symbiotic with the Internet began to use mobile phones. The mobile terminal function sets a benchmark for the intelligentization of automobiles.
“We often see that many users navigate through their own mobile phones or ipad while driving, which means that the navigation systems produced by car manufacturers in the past have failed at the user end. Compared with the automotive electronic products that they developed, users are obviously It is more interested in handling smarter smartphones, which lays the foundation for IT companies to get involved in the automotive sector,†said lei.
According to the “China Mobile Internet Development Survey Report†released by China Internet Network Information Center recently, as of the end of last year, the number of domestic mobile Internet users reached 356 million, and smartphone users averaged 109 minutes per day, including the growth rate of the use of maps and navigation functions. Ranked first in smartphone users, more than mobile microblogging.
This result undoubtedly caused the major companies concerned to smell business opportunities. General purpose OnStar (Anjixing), Toyota's G-Book, Ford and Google developed the driverless technology, the ultimate goal is to point to the smart car. In the face of the Chinese market, which is the world's largest automobile production and sales volume, each associated business will not give up.
When Tianhong Electronics, led by Wu Hong, tried to mass-localize commercial operations based on Microsoft's MS AUTO car operating system, NavInfo, a domestic information service provider specializing in navigation maps, began to consider and Toyota Cooperate to set up a data and data transmission service joint venture company in China to try to occupy a territory in the vehicle-mounted mobile terminal market.
Prior to this, Chery had signed an agreement with the giant Bosch, a component giant. The two parties decided to build a factory in Wuhu, using Chery’s component company Aieck Resources to develop and produce automotive multimedia products. At the same time, the domestic automotive electronics company Desai Xiwei also announced an alliance with the mobile phone manufacturer HTC to develop a new generation of car infotainment system SiVi LINK to jointly develop the car networking market.
According to statistics, in the next five years, more than 90% of the automotive industry's innovation will be related to the automotive intelligence system. Intelligent vehicle has been considered as a revolution in the development of automotive technology and an important means to seize the future automobile market.
Who is the ultimate beneficiary?
In the face of new market opportunities, a battle for smart terminals for automobiles has extended from overseas markets to China. In this commercial warfare, both domestic OEMs and automotive electronics manufacturers have once again acted as a technology dependence for multinational corporations to enter the Chinese market.
"After all, from the point of view of technology research and development, there is still a big gap between our products and foreign developed countries, and the cultivation of the automotive intelligent market is still in its infancy."
According to Wu Hong, foreign vehicle-based intelligent products are led by depots, and research and development are conducted in light of the actual application of automotive products. However, due to the small scale, Chinese auto companies have not yet made breakthroughs in the field of intelligence. "Some domestic automakers with research and development capabilities are working on the problem, but most companies will cooperate with well-known foreign companies."
In Wu Hong’s view, breakthroughs in key technologies for automotive intelligence include the need for a stable on-board operating system, and second, whether the voice input method technology is mature. The difficulties of future technologies will be explored in various fields such as human-computer interaction, vehicle-based geographic location services, and intelligent remote diagnosis of body information.
When key technologies have not yet been broken, in order to win business opportunities in advance, domestic depots and automotive electronics companies prefer to cooperate with well-known IT companies or foreign automakers to develop products. The result of this alliance model is that the former must The latter pays for the technology transfer fee or support fee, which is the highest commercial secret for all manufacturers.
Therefore, this kind of business operation model can bring about a large investment return for domestic car companies or electronics manufacturers, or a mathematical problem that is not clear.
However, “participator†is not limited to technology providers such as Microsoft and Apple. According to Tianyuan Electronics’ product promotion plan, after “ChiZhi Cloud†is listed, it will mainly be sold through the channels of auto 4S stores. For this reason, Tianyuan Electronics will sign agreements with 4S stores of various brands, and the latter is responsible for While sales of "smart clouds" products are also being sold, they will inevitably draw some profits.
The most important "different eater" comes from the communications operator. A staff member of SAIC's MAXUS Chase revealed to reporters that whether it is a commercial vehicle or a passenger vehicle, smart car products will generate traffic once they are applied. Whether downloading music, querying data, or fuel consumption control, they are all value-added services. One area is valued by both car manufacturers and post-installation companies, and it is also highly valued by communication operators.
“In fact, the biggest beneficiaries of automotive intelligent products are communication operators such as mobile, China Unicom, and telecommunications. Nowadays, almost every commercial vehicle company’s R&D smart car products will sign cooperation agreements with these companies. The contents of the agreement are in addition to communication operations. The back-office technical support of the business will of course include the cost of the traffic."
The staff member told reporters that the return on business value brought by automobile enterprises to the automotive smart products is only a vague concept. When all car companies are paying attention to the trend in this field, companies that do not do will naturally be eliminated in the future. As for how much profits car companies can get in "this piece of cake," they have no time to attend.
Prior to this, Apple's Siri technology based on the iOS6 operating system has caused a stir in the automotive industry. The greatest significance of this technology to the automotive industry lies in the combination of maps, vehicle control and Siri voice capabilities. As long as the user connects the iphone to the USB cable in the car, the user can use the functions such as the telephone, the short message, and the inquiring direction to realize the hands-free control of the vehicle through the voice command. Apple defines this technology as Siri Eyes Free Mode, short for SEFM.
After the technology was released, many car companies began to imagine the future of the "Apple flavor" of the car life. According to sources, eight car companies including GM, Toyota, Chrysler and Honda have agreed to integrate Apple's Siri voice control function. This information has caused pressure on many domestic automotive electronics companies that are trying to flex their muscles in the field of automobile intelligence.
"From the official data released by Apple, iOS6 is not a set of on-board systems tailor-made for auto plants and automobiles. Instead, it is simply loaded on existing Apple mobile devices. If users want to use this system, they must first With Apple's mobile devices, the car itself must also be compatible design and development. This makes it difficult to popularize the market from a technical and commercial point of view."
Wu Hong, who had signed a cooperation project with Microsoft based on the MSAUTO technology project in November last year, attempted to win business opportunities in the ascendant Chinese intelligent car market by introducing Microsoft's operating system. Wu Hong expressed that he believes in Apple's sudden involvement. Microsoft.
Compete for the "third screen"
In Wu Hong’s view, the future of people’s lives will be inseparable from the three screens: the screen embedded in TVs, mobile phones, and car consoles. “When many owners own their smart phones, they surf the Internet and browse videos through it. After handling business matters, the full range of human-car interaction technology will also develop rapidly in the automotive field."
Wu Hong told reporters that the current signs have emerged in the Chinese auto market. Lin Lei, the co-president and CEO of Xinhuaxin International Information Consulting (Beijing) Co., Ltd., found that as the mainstream car consumers in China gradually shifted from 60 to 80 and 90, these owners who were symbiotic with the Internet began to use mobile phones. The mobile terminal function sets a benchmark for the intelligentization of automobiles.
“We often see that many users navigate through their own mobile phones or ipad while driving, which means that the navigation systems produced by car manufacturers in the past have failed at the user end. Compared with the automotive electronic products that they developed, users are obviously It is more interested in handling smarter smartphones, which lays the foundation for IT companies to get involved in the automotive sector,†said lei.
According to the “China Mobile Internet Development Survey Report†released by China Internet Network Information Center recently, as of the end of last year, the number of domestic mobile Internet users reached 356 million, and smartphone users averaged 109 minutes per day, including the growth rate of the use of maps and navigation functions. Ranked first in smartphone users, more than mobile microblogging.
This result undoubtedly caused the major companies concerned to smell business opportunities. General purpose OnStar (Anjixing), Toyota's G-Book, Ford and Google developed the driverless technology, the ultimate goal is to point to the smart car. In the face of the Chinese market, which is the world's largest automobile production and sales volume, each associated business will not give up.
When Tianhong Electronics, led by Wu Hong, tried to mass-localize commercial operations based on Microsoft's MS AUTO car operating system, NavInfo, a domestic information service provider specializing in navigation maps, began to consider and Toyota Cooperate to set up a data and data transmission service joint venture company in China to try to occupy a territory in the vehicle-mounted mobile terminal market.
Prior to this, Chery had signed an agreement with the giant Bosch, a component giant. The two parties decided to build a factory in Wuhu, using Chery’s component company Aieck Resources to develop and produce automotive multimedia products. At the same time, the domestic automotive electronics company Desai Xiwei also announced an alliance with the mobile phone manufacturer HTC to develop a new generation of car infotainment system SiVi LINK to jointly develop the car networking market.
According to statistics, in the next five years, more than 90% of the automotive industry's innovation will be related to the automotive intelligence system. Intelligent vehicle has been considered as a revolution in the development of automotive technology and an important means to seize the future automobile market.
Who is the ultimate beneficiary?
In the face of new market opportunities, a battle for smart terminals for automobiles has extended from overseas markets to China. In this commercial warfare, both domestic OEMs and automotive electronics manufacturers have once again acted as a technology dependence for multinational corporations to enter the Chinese market.
"After all, from the point of view of technology research and development, there is still a big gap between our products and foreign developed countries, and the cultivation of the automotive intelligent market is still in its infancy."
According to Wu Hong, foreign vehicle-based intelligent products are led by depots, and research and development are conducted in light of the actual application of automotive products. However, due to the small scale, Chinese auto companies have not yet made breakthroughs in the field of intelligence. "Some domestic automakers with research and development capabilities are working on the problem, but most companies will cooperate with well-known foreign companies."
In Wu Hong’s view, breakthroughs in key technologies for automotive intelligence include the need for a stable on-board operating system, and second, whether the voice input method technology is mature. The difficulties of future technologies will be explored in various fields such as human-computer interaction, vehicle-based geographic location services, and intelligent remote diagnosis of body information.
When key technologies have not yet been broken, in order to win business opportunities in advance, domestic depots and automotive electronics companies prefer to cooperate with well-known IT companies or foreign automakers to develop products. The result of this alliance model is that the former must The latter pays for the technology transfer fee or support fee, which is the highest commercial secret for all manufacturers.
Therefore, this kind of business operation model can bring about a large investment return for domestic car companies or electronics manufacturers, or a mathematical problem that is not clear.
However, “participator†is not limited to technology providers such as Microsoft and Apple. According to Tianyuan Electronics’ product promotion plan, after “ChiZhi Cloud†is listed, it will mainly be sold through the channels of auto 4S stores. For this reason, Tianyuan Electronics will sign agreements with 4S stores of various brands, and the latter is responsible for While sales of "smart clouds" products are also being sold, they will inevitably draw some profits.
The most important "different eater" comes from the communications operator. A staff member of SAIC's MAXUS Chase revealed to reporters that whether it is a commercial vehicle or a passenger vehicle, smart car products will generate traffic once they are applied. Whether downloading music, querying data, or fuel consumption control, they are all value-added services. One area is valued by both car manufacturers and post-installation companies, and it is also highly valued by communication operators.
“In fact, the biggest beneficiaries of automotive intelligent products are communication operators such as mobile, China Unicom, and telecommunications. Nowadays, almost every commercial vehicle company’s R&D smart car products will sign cooperation agreements with these companies. The contents of the agreement are in addition to communication operations. The back-office technical support of the business will of course include the cost of the traffic."
The staff member told reporters that the return on business value brought by automobile enterprises to the automotive smart products is only a vague concept. When all car companies are paying attention to the trend in this field, companies that do not do will naturally be eliminated in the future. As for how much profits car companies can get in "this piece of cake," they have no time to attend.
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