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Smartphone, Apps and the Response of OEMs in China
SBD, Aug 2010
How are China OEMs responding to smartphones and apps?
Learn quickly about the unique characteristics of the smartphone and app store markets and the rising expectations of consumers in China.
The threats and opportunities posed by smartphones are a hot topic for the automotive and navigation industries globally. The recent dramatic growth in application stores from smartphone vendors, OS software companies, network operators and third parties has led to a new “app? industry emerging. With China as the world's largest market for both mobile phones and new cars, it's no wonder that vehicle manufacturers active in this market need to develop strategies in response to this trend.
In “Smartphones, apps and the response of OEMs in China”, SBD provides market and strategy-focussed analysis of the app store market in China and its impact on both domestic and foreign vehicle manufacturers' telematics services.
This report will help you:
- Develop a strategy for an in-car app solution based on specific China market factors
- Identify the key players and technological issues affecting smartphone apps in China
- Understand the responses to apps emerging from vehicle manufacturers in China
- Learn what in-car app solutions are being developed by vehicle manufacturers for the Chinese market
Opportunity for vehicle manufacturers
SBD believes there is an opportunity in China for vehicle manufacturers to gain a competitive advantage by quickly developing apps-based solutions to provide navigation and telematics services. The flexible and quick-acting domestic Chinese vehicle manufacturers, such as SAIC and HawTai, are already taking this strategy to leap ahead of western brands that are weighed down by complex product quality assurance procedures and legacy systems such as embedded navigation systems and traditional call centre-based telematics.
Automotive apps available inside the car are beginning to enter the market in China and vehicle manufacturers planning apps have a number of decisions to make on which operating system, apps and business model to use. Vehicle manufacturers need to decide if they will integrate the smartphone with the vehicle or provide the apps through an embedded system.
Uniqueness of the Chinese market
Some of the unique characteristics of the Chinese market are encouraging the deployment of smartphone apps. These characteristics include the new and changing roads and POIs that encourage off-board smartphone navigation ahead of traditional OE embedded navigation systems, high consumer demand for connected navigation highlighted in SBD's consumer survey research in China, and consumers having their first experience of navigation through a smartphone.
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