2025年车载智能计算平台：解锁互联服务的新篇章报告（英文版）

REPORTComputer on WheelsUnlocking the next chapter in connected servicesCover: 3alexd/iStockManagement summaryComputer on WheelsTransformational change in a mature, complex industry is not easy. Between the growing pains of new technology and the inertial pull of old habits, even the best ideas can take some time to be adopted. Often, as Clayton Christensen noted in The Innovator's Dilemma nearly 30 years ago, market leaders fail to make that transition altogether.This research paper co-authored by Connected Vehicle Systems Alliance (COVESA), Geotab, and Roland Berger looks at one such transition that is still currently in progress: the transformation of the automobile into a platform for services for consumers and fleets. A long time in development, connected services have seemed on the verge of mass adoption for more than a decade, but never quite made it. This study focuses on connected services that improve driver experience, as well as those that benefit fleet managers using collected data from various sources such as sensors, devices, and user interactions. Direct data monetization, i.e. selling data collected from the customer to third parties, is out of scope.This report draws on the findings of surveys and interviews with industry experts —including suppliers, OEMs, advisors, researchers, and dealers—to explain why connected services have underperformed since 2015, why industry optimism is growing, and why scaling a profitable business model remains the key challenge.2 Roland Berger | Computer on WheelsContents 1 2 3 45The launch that fizzledThe future is almost here 2.1/ The technology is much more robust2.2/ The capacity to deliver the technology has grown2.3/ Customer interest in technology offerings has increased2.4/ Consumer acceptance still remains a hurdleThe weakest linksMake it good Getting there from hereFastfacts47101316Page2critical hurdles remain - working business models and customer acceptance and WTPQuality user experience was cited as important by 100 %of survey respondents7out of 9 critical adoption hurdles for connected services have been mostly overcome in the last 10 years 3 Roland Berger | Computer on WheelsThe launch that fizzledTen years ago, connected services seemed poised to become an important new value stream for the automotive industry with big bets placed by the largest OEMs. With a few notable exceptions (e.g., connected emergency services, advanced ADAS functionality and broader connected services for commercial fleets), connected services didn't take off as predicted.What went wrong? Fingers pointed to several causes, and most explanations had some validity. Ultimately, however, the answer is simple. In any industrial transformation, five elements must mature at roughly the same time: • the technology, • the industry's capacity to deliver that technology, • customer interest in the new offerings the technology can support, • customer's willingness to pay and• a working business model.In the