Automotive Big Data: SBD estimates a realistic value per vehicle, per year

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Unrealistic estimates valuing Big Data exceeding billions of dollars are floating around in the industry. SBD asks if this is a reminder of the business model trap that telematics fell into over a decade ago.

SBD’s latest research analyses 15 potential use cases for big automotive data and estimates a value of €95/$130 per vehicle per year.

Lee Colman, Senior Specialist in SBD’s Connected Car Division, says, “We believe this estimate is very realistic and there’s no hype or exaggerated market valuations. Each of the 15 potential use cases is examined by looking at who benefits from the data, the relationships within the value chain and ultimately, a figure is given to the use case for its value per vehicle. In each case, all evidence and assumptions are stated.”

It’s a fact that connectivity brings an opportunity to harvest vast amounts of data from the car. But it also raises a lot of questions: Should car companies speculatively collect this data and hope to sell it to the highest bidder? Who might those bidders be, and what might they pay? Which data elements do they need? Does the car-buying customer have a say in all of this?

Enabling improvements in the way OEMs can know and manage their customers is potentially the most valuable application of big automotive data. What emerged from SBD’s research is that there’s direct opportunity for use cases like pay how you drive insurance, which will be suitable for certain customer groups and markets, but there are compelling use cases which provide indirect value to the OEM through knowing the customer’s vehicle usage habits.

Collecting big automotive data is expensive. The cost of embedding connectivity, the network data costs, data storage and processing costs are significant. The way to cover those data collection costs is to ‘stack’ multiple use cases on the same platform and data. OEMs will benefit most when they can successfully launch the direct use cases and align their sales, CRM, warranty and servicing departments to exploit the vehicle data collected from those use cases. For more information click here

About SBD:
SBD is an independent, technical and market research consultancy specialising in automotive security, connected car telematics and driver assistance systems. From tracking industry trends through to strategic support for product development, SBD has over 18 years of experience working with world-class companies in the automotive and associated industries. At SBD, we strive to inspire automotive innovation by bridging the gap between technical design and actual customer & legislative needs of different markets. Our diverse team of experts understand global market requirements and work alongside our clients to plan cost-effective, class leading products that their customers value.

Janet Davis
Marketing Specialist - SBD
Davy Avenue, Milton Keynes MK5 8NL - UK
T: +44 (0) 1908 305101
E: janetdavis(at)sbd(dot)co(dot)uk

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