AutoNavi Holdings Limited
--------------NASDAQ: AMAP-----------------
Implications of Young Chinese Car Owners' Usage of Mobile Applications and Call Center on Vehicle OEMs' Telematics Strategies
December, 2010
高德软件的两个观察
2 Observations from AutoNavi
1
70后/80后的车主已成为主力购车体，同时他们也是智能手机的主力消费体 后 后的车主已成为主力购车体 后的车主已成为主力购车体，
The 70s and 80s have become the major purchasing power of both cars and smartphones 70后/80后人口数达4.4亿，占全国总人口32.8%
Population of the 70s and 80s: 440 Million (32.8% of the total population in China)
2009年及2010年前10个月新增车主中，70后/80后车主占总人数的60%
60% of new car owner for 2009 and first 10 months of 2010 are 70s and 80s.
根据MiniMap对5万名智能手机的抽样调查，70后/80后用户占总用户数的比例达82%
A survey of 50,000 smartphone users conducted through MiniMap: 82% are the 70s and 80s.
12000 10000 8000 6000 6000 4000 4000 2000 0 729 1025 1670 2164
单位:10K) 中国市场智能手机销量 (单位 单位
Sales Volume of China Smart Phone (10K)
7902
10454
MiniMap用户年龄分布 用户年龄分布 MiniMap Users’ Age
2006 2
2007
2008 2009
2010E 2011E 2012E 2013E
中国车主使用频率超八成的Telematics服务是导航辅助实现（通过呼叫中心等） 中国车主使用频率超八成的 服务是导航辅助实现（通过呼叫中心等） 服务是导航辅助实现
More than 80% of the Telematics services used by Chinese car owners are Interactive navigation (through Call Center etc.)
2
年长车主更偏爱的呼叫中心服务可以和智能手机应用、 年长车主更偏爱的呼叫中心服务可以和智能手机应用、互联网门户共同成为车厂提供 汽车在线服务的核心 Call Center service welcomed by older car owners can become
汽车导航品牌the core of Telematics service when combined with smartphone APPs and Web Portal
1 G-Book在中国主要装配雷克萨斯品牌和丰田品牌的高端车型，数据显示中国车主拨打呼
叫中心的频率是日本车主的10倍。 G-Book are mostly installed in Lexus cars and high-end Toyota cars. According to the statistics, Chinese car owners call 10 times more than Japanese ones, which means Chinese older car owners demand more Call Center service.
2 考虑到中国用户的使用频率，车厂在提供呼叫中心服务时需要兼顾服务质量和投入成本。
Considering the usage frequency of Chinese car owners, OEMs need to care about both the quality & cost of the services.
3
借助智能手机应用和互联网门户，车厂的呼叫中心不但可以为用户提供更贴心，体验更好 的服务；同时可以引导用户以自助的方式在互联网门户和手机客户端完成部分设置，分流 呼叫中心的工作量，提升话务员的服务效率。 OEM’s Call Center can provide more thoughtful services to car owners through smartphone APPs and Web Portal, which can direct users to finish settings on the Web Portal and smartphone APP, thus reducing the workload of operators and improving service efficiency.
3
年轻车主更偏爱的智能手机将成为Telematics服务中不可或缺的一环，在价值链中扮 服务中不可或缺的一环， 年轻车主更偏爱的智能手机将成为 服务中不可或缺的一环 Smartphones welcomed by young car owners have become a 演越来越重要的作用
key and an increasingly important link in the whole Telematics value chain SBD针对中国车主智能手机使用行为进行了专项研究，在将车主按年龄段进行划分比 较后发现。年轻车主（21～35岁）相比年长车主（36～55岁）更依赖智能手机，更 希望在车内使用智能手机应用，也更愿意为相关服务付费。 A survey of SBD targeting at the smartphone usage of Chinese car owners categorized by age show that younger car owners (Age 21-35) are more reliant on smartphone and more willing to use and pay Telematics smartphone APPs than older ones (36-55). 根据智能手机在Telematics价值链中扮演的不同角，车厂可以选择不同的模式加以利用 价值链中扮演的不同角， 根据智能手机在 价值链中扮演的不同角
Various models come up from different roles that smartphone plays in Telematics value chain
模式一 作为通信渠道 Model 1 As a communication channel
4
模式二 作为应用载体 Model 2 As a carrier of APP
模式三 作为Telematics服务 作为 服务 的信息中枢 Model 3 As an information hub of Telematics
模式一：将智能手机作为通信渠道，可以减少车厂的投入 模式一：将智能手机作为通信渠道，
Model 1: Smartphone can be used as a communication channel to reduce the cost of OEM
模式一： 模式一：作为通信 渠道 Model 1: As a communication channel
HFP/ DUN WiFi , USB
应用 App
语音通道 Data Over Voice 数据通道 2.5G / 3G
SP,CP服务器
SP/CP server
应用 App
典型案例： 典型案例：Case Study
Gen1 TDI
无法提供被盗车辆追踪等防护类服务，可以部分提供eCall 等安全类服务，但可靠性不如前装通信模块 Not suitable for security-related services; usable with caution for safety-related services (e.g. eCall), but not as reliable as embedded communication module 用户手机能否良好的与车载终端匹配将影响最终服务的质 量 The compatibility between the user’s smartphone and the embedded module will influence the service quality
优 势 Pros
车厂在规划Telematics业务时获得更大的灵活性，并大幅降低 投入。不必再持续负担通信费用，硬件成本也更低。 Greater flexibility in business model for OEMs (no longer need to cover ongoing communication costs). The cost of TCU hardware is reduced too. 车厂和TSP原有的Telematics服务架构不会受到太大影响。 Won't affect the original Telematics service architecture of OEMs and TSPs. 用户可以利用自己现有的话费套餐，不必再支付两张账单。 Leverage customers’ mobile package. No need for two bills.
挑 战 Cons
高德基于服务器的Off-board Map, TBT导航 交通信息等可以在这种模式下为车厂用户提供服务。 导航, 高德基于服务器的 导航 交通信息等可以在这种模式下为车厂用户提供服务。 Through Model 1, Off-board map, TBT navigation and traffic information services based on AutoNavi’s server can offer various solutions to car owners.
5
发布评论