This paper summarises a survey conducted by CGI in July 2012. 1000 UK consumers were surveyed about their attitudes towards in-car services such as pay-as-you drive and infotainment.
Connected cars
The introduction of satellite navigation, mobile communications, smart phones and ‘pay-as-you-drive’ insurance is evidence of the ways in which cars and other vehicles are becoming increasingly connected with the world around them. This integration helps transform the relationship people have with their cars as well as heralding a significant opportunity to provide ‘infotainment’ services. The amount an organisation is trusted affects levels of use and engagement with services. Therefore the trust that consumers have in the brands providing or thinking of providing in-car services is clearly important.
Market developments
Many reports have predicted significant growth in connected car services over the next decade. However, in a flat economy, with reduced numbers of cars sold, it remains to be seen whether technology will stimulate new revenue. It is perhaps more likely that the growth in mobile transactions may simply be existing cash being spent in new ways.
Change can be profoundly unsettling while at the same time provide substantial opportunities. Consequently, there is a risk that companies that are unable or unwilling to respond to market changes will be wrong-footed and suddenly find that the market has moved on without them and they are left behind. For example, traditional market sector categorisation may change the way organisations are structured to support their customers. In the case of cars, machine-to-machine (M2M) technology opens the possibility of a new market for in-car and virtually connected automotive services.
