Shulou(Shulou.com)06/02 Report--

Car, "the second largest intelligent terminal after mobile phone", is undergoing profound changes today. The one-time hardware consumption industry model, which has continued for hundreds of years, began to evolve to provide services and content for car owners in the form of disposable hardware + long-term software consumption.

The application of new technology is making the previously cold interaction between car owners and cars slowly begin to melt into soft elastic connections, and new services and new business models can also be entered in this interactive melting.

Hao Fei, CEO of zebra network, said that in the future, every car factory will set up a position of "running a waiter." Xiaopeng CEO he Xiaopeng said that the core of smart cars is operation.

But no one knows what the car operator will look like in the future. However, it is certain that the opportunity for the operation of automotive products is coming. Consumers, car factories and Internet companies must be prepared at the same time.

The owner's perspective: can we enjoy more in the car?

Strictly speaking, it is a long-standing business model to provide software services to car owners based on car screens and car radios as well as mobile phone APP. But the imagination space is very small, even a little chicken ribs. Why?

Perhaps the reason is that going back to the starting point of interactive logic, whether it's stopping to manipulate the screen or flipping through the phone in the car, it doesn't fit the driver's operating logic while driving: operating the on-board screen while driving doesn't sound reliable anyway. And once you think about what's on the screen, it's not good for driving safety.

However, after the vehicle intelligence such as AI has reached the landing standard, it is possible to use technology to resolve the awkward interaction logic between people and the workshop. For example, intelligent technology can provide drivers with the following capabilities:

1. Voice interaction, to prevent the driver's hands and eyes from leaving the steering wheel and the road, so that language becomes the main means of interaction in the vehicle scene.

2. Let the car actively observe drivers and users, provide active advice and intelligent services, avoid excessive distractions of drivers, and provide software applications such as intelligent driving, content, information, etc.

3. Take the initiative to perceive, understand and analyze the needs of drivers to avoid long-term thinking. Use machine intelligence to adapt to the fragmented scene of human driving.

These three solutions correspond to the voice interaction, multimodal services, and machine learning-intelligent recommendation capabilities that vehicle intelligence can provide today.

In short, the maturity of intelligent technology allows in-car services to escape the strange circle of chicken ribs. From the perspective of car owners, no service can affect driving. On the other hand, if we can use new technology to provide more auxiliary services and content ecology without affecting driving, then the more choices, the better.

New technologies such as AI are melting the cockpit, which has been silent for years, into a softer interaction mode, which allows software ecology to be plugged into it, bringing ecological imagination in the driving scene.

Just as smart phones adapt to the needs of human nature to call terminals at any time, vehicle intelligence is adapting to the call of drivers to terminals.

Under such conditions, car factories can begin to consider whether they can not only sell cars at one time, but also turn content, services and other software capabilities into a new business.

More importantly, what are the difficulties to be solved in front of this business?

The Perspective of Automobile Factory: the Beauty and anxiety of Operation

When part of the driver's spirit can be liberated by intelligent technology, the business imagination of "operating vehicles" suddenly breaks free.

Let's take a look at it through an example.

We know that self-driving travel is actually a huge consumer market with "good results and poor experience". Obviously, many people want to enjoy the convenience and simplicity that self-driving trips eventually bring, but the vast majority of drivers hate the tiredness and boredom on the way.

So with the help of on-board intelligence, what can the car provide for the car owner in this scene? At least the following can be considered:

1. Various consumer services along the way of self-driving tour, such as toll, parking lot, server shopping and catering.

2. The travel advice and scenic spot knowledge explanation provided by the in-car system should combine the voice introduction of the in-car operating system with the scenery and cultural customs along the way, which should be a great pain point for many self-driving enthusiasts.

3. Discover travel surprises based on intelligent recommendation. Find better meals, accommodation and fun items during the trip, making boring self-driving a part of the travel experience.

These capabilities are very beneficial for self-driving travel users, and constitute a two-way benefit for cars and car factories: first of all, the intelligent software experience of integrated travel can effectively improve the software premium space for business, off-road and travel models, because self-driving travel itself is also the main function of these models. Conversely, because the core purpose of these models is to travel, users' demand for and consumption of ecological applications in subsequent journeys is long-lasting. For car manufacturers, there is no doubt that it provides a new revenue model-- so that vehicle companies are closely tied to the ecological consumption of long-term travel after selling cars.

Through a small part to see the whole, this intelligent and ecological way to drive the operation of the market, can play a role in a variety of new car market.

But the problem facing the car factory is also prominent: in order to enter such a win-win market, it is necessary to have the ability to operate software ecology and intelligent technology, which is obviously new to the car factory.

So industrial cooperation may be the best way to solve the worries of automakers in the smart age: to get cars up and running requires not only technology companies to provide technological solutions and complete system architecture, but also the ability to incubate cooperative output into a new ecology.

This gives Internet companies another opportunity.

From the perspective of the Internet: the car door can only be opened by putting together the key.

The development track of the car factory and the desire of the market have also brought the new demand of the market, which is turning into a new opportunity for Internet enterprises in reverse.

However, with the car market gradually opening up to technology and Internet companies, it is not so easy to really get this cake. For example, if you want to help car factories open and operate their own products to form long-term revenue, then Internet companies, as new service providers, must obviously meet the following four conditions: intelligent technologies such as AI as the forerunner; complete platform solutions as the support; Internet business ecology as the service import mechanism; and cultivate users' habits as the entrance.

Without these four keys, it is possible to continuously complete the transformation of the car from instrumental to universal in the general direction of the on-board scene, and achieve the possibility of travel-life and service-as-a-service.

From today's point of view, the AliOS-based zebra Zhixing system integrates Ali and non-Ali ecology, and may be the only Internet car platform that gathers the first three keys. We can see this from many cooperation cases and data:

Based on the AliOS operating system, the zebra has built a consistent software platform compatible with all kinds of automobile hardware. Has landed in Roewe, Mingjue, Chase, Dongfeng Citroen, Ford and other brand models, covering more than 600000 cars.

Ecologically, the zebra, which integrates Ali and non-Ali ecosystems, has connected the smart refueling system of 2000 + gas stations covering 26 provinces and regions and 102 large and medium-sized cities across the country; smart parking lots cover 200 cities; near zebra United Flying Pig has recently launched the "Future Scenic spot" and plans to upgrade 1000 + scenic spots within 3 years.

The data show that the zebra has not only run on the imagination of technology, but has actually entered the commercial world to complete the search for pastures.

And the fourth key may be the key today: on the question of whether the car can be "operated" like a mobile phone, consumers obviously need the car factory to give the product experience, and the car factory needs the Internet company to give the solution. when it comes to Internet enterprises, they must let consumers give recognition and start to pry the market demand from the origin.

Today, this origin may be the need to build a "sample room".

There is no doubt that car factories in the future need to explore more differentiated ways and revenue models in the operation of their own brand vehicles. But there is no precedent or object to imitate in this way, so the zebra decided to give some examples of consumer experience.

"five years later, the operating profit of the car factory will keep pace with the traditional vehicle profit," Hao Fei, CEO of zebra network, said at a media conference on November 8. "this year will be the first year of operation of the car." The "Hello Zebra Carnival month" opened four days later, and Internet cars equipped with zebra system can enjoy many discounts or even free of charge, such as self-driving tour, parking, refueling, entertainment flow and so on.

The significance of the zebra's move is to make the consumer experience collide directly with the car itself. Otherwise, the closed loop of the complex industry of automobile operation will always be an endless cycle of concepts.

To create a model zebra, out of the habit of the Internet industry, the "taste and buy" business model, so that consumers and automakers understand how this model runs, and then pry the macro industry proposition of automobile operation.

Whether or not "the first year of Automobile Operation" really starts today, the industrial thinking of automobile operation has indeed been opened today, and the technical experience that can be reached in the driving scene is also rapidly enhanced.

Between people, cars and the Internet, a "Chronicles of the three Kingdoms" in the technological and commercial world has just begun.

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