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Final presentation of my MBA capstone defending about "E-bike Telematics" - The integration of information and communications technology (ICT) into electric bicycles will create a new generation of connected e-bikes that offer totally new product benefits but also new business opportunities for the bicycle industry.
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E-BIKE TELEMATICSMarket potential analysis of the telematics technology for electric bicycles in Germany
Barcelona, June 2014
Capstone Presentation by Nils Niederheide MBA in International Marketing
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
KEY QUESTIONS & METHODOLOGY 2
• Are telematics suitable for e-bike? • Is the e-bike market ready for this innovation? • What is the potential of this technology?
Market Analysis
Product Analysis
Benchmark
Survey & Interviews
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
3
E-BIKE TELEMATICS1
E-BIKE TELEMATICS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
Remote System Setup
Check, Unlock & Initiate
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
Efficient Drive Support
Other App Integration
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
Real-Performance Data
New Setup Features
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
Remote Lock & Locator
Theft Protection
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
Remote Service Support
Automatic Software Updates
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
SURVEY - INDUSTRY OPINION 9
E-BIKE TELEMATICS
Security, Service, Navigation, Real-Data
Features
External devicesHardware
Premium SegmentPotential
OutsourcingBusiness
Client service & Product mgmt.
Impact
No regulationsConcerns
Yes, next MY (55%)Plans
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
CONCLUSION - PRODUCT ANALYSIS 10
• Are telematics suitable for e-bike?
YES!
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
11
E-BIKE BUSINESS2
E-BIKE BUSINESS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
Automobile 356.973 € 1,60 %4,45 %
ITS 15.877 € n.a.
Industry Market Vol. in Mio
CAGR Telematics share
ITC + CE 293.800 € 1,90 %2,21 %
SHE 6.500 € 10,00 %
Health 150.800 € -0,50 %10,74 %
e-health 16.200 € 28,00 %
Bicycles 13.460 € 3,65 %E-bikes 1.481 € 7,30 %
?e-bike telematics ? ?
ECONOMIC PERFORMANCE 12
E-BIKE BUSINESS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
Automobile 356.973 € 1,60 %4,45 %
ITS 15.877 € n.a.
Industry Market Vol. in Mio
CAGR Telematics share
ITC + CE 293.800 € 1,90 %2,21 %
SHE 6.500 € 10,00 %
Health 150.800 € -0,50 %10,74 %
e-health 16.200 € 28,00 %
Bicycles 13.460 € 3,65 %E-bikes 1.481 € 7,30 %
?e-bike telematics ? ?
ECONOMIC PERFORMANCE 13
E-BIKE BUSINESS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
Segmentation,
maturing and
concentration
Impact from
e-bike introductionInnovation power
outsourced to suppliers
Segmentation,
maturing and
concentration
CURRENT MARKET SITUATION 14
EU type-approval
directive 2002/24/EC
(Nov 2012)
2.1 million e-bikes
7,3% CAGR
Growing andnew younger user groups
Innovation poweroutsourced to suppliers
Impact from
e-bike introduction
E-BIKE BUSINESS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
Bike
VALUE CHAIN INTEGRATION 15
Bicycle components
Drive system
E-bike telematics
Telematics / ICT service
Data Management
E-bikeConnectede-bike
Traditional bike service
Increasing service orientation
Traditional bike service
Increasing product complexity
Traditional bike service
Technology Business
E-BIKE BUSINESS
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
BARRIERS VS. DRIVERS 16
Barriers & Challenges
• Investment restraints Financial
Professional / Social-Cultural
• Need for adaptation • Industry IT restraints • New service orientation
• Increasing product complexity • Suitable IT for bicycle industry
Technical
CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
BARRIERS VS. DRIVERS
Drivers & Benefits
17
Product• Product advancements & efficiency • Need for product differentiation
• Increasing trend for connected solutionsSocial-cultural
• Need for inter-related traffic mgmt.Political
• USP & competitiveness • New business models • Youth e-bike target group
Business
CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
CONCLUSION - MARKET ANALYSIS 18
• Is the e-bike market ready for this innovation?
It depends!
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
19
CONCLUSION3CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
TELEMATICS DIFFERENTIATION 20
Simple Complex
Product ServiceBusiness Orientation
External EmbeddedHardware Integration
Incremental BreakthroughType of Innovation
Low HighDisruptive Impact
Low HighBusiness Potential
CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
THE WIDER SCOPE - “BIG PICTURE“ 21
6
Das Smart-Home-Ecosystem
Das Smart-Home-Ecosystem ist vergleichsweise komplex. Zudem existieren sehr unterschiedliche Abgrenzungen und Definitionen des Begriffs „Smart Home“. Die von Deloitte eingeführte Definition ist ebenso einfach wie sinnvoll und soll im Folgenden ein einheitliches Ver-ständnis schaffen.
Um einen umfassenden Überblick über den Smart-Home-Markt zu erhalten, hilft die Beantwortung von vier wesentlichen Fragen:
1) Aus welchen Komponenten besteht eine typische Smart-Home-Installation?
2) In welche funktionalen Marktsegmente teilt sich der Markt?
3) An welche Kundengruppen sind Smart-Home-Ange-bote adressierbar?
4) Wer sind die wesentlichen Marktteilnehmer?
Komponenten des Smart HomeEin Smart Home besteht aus unterschiedlichen Kom-ponenten, deren Art und Umfang maßgeblich von der Komplexität der jeweils gewählten Installation abhängt. Abbildung 2 illustriert die verschiedenen Elemente und Anwendungsszenarien.
Gemeinsam haben alle Smart-Home-Installationen vier wesentliche Bestandteile:
1) Die zentrale Steuereinheit, welche die vernetzten Geräte intelligent miteinander verbindet. In der Steuereinheit steckt die eigentliche Intelligenz der Gesamtlösung. Sie bestimmt, welche Funktionsum-fänge und Dienstleistungen (beispielsweise Koope-rationen mit Sicherheitsunternehmen) eingebunden werden können. Ebenso entscheidet sich hier, wie offen das installierte System für Fremdherstellerkom-ponenten ist bzw. welche Industriestandards in der Heiminstallation unterstützt werden.
„Unter Smart Home versteht man die intelligente Vernetzung einzelner Komponenten innerhalb des Hauses (Hardware und Services) und deren zentrale Steuerung und Überwachung über Endgeräte. Der eigentliche Mehr-wert von Smart Home liegt dabei im intelligenten Zusammenspiel der Komponenten und nicht in der An-steuerung der einzelnen Hardware.“
Quelle: Deloitte
Control unit
Gardening
Energy
OperatingUnit
Services
Safety
Multimedia
Connected Car
eHealth
Security
Appliances
Lighting & Comfort
Abb. 2 – Komponenten von Smart Home
• Network of connections and interrelations
CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
THE WIDER SCOPE - “BIG PICTURE“ 22
• Network of connections and interrelations • E-bike ecosystems
CONCLUSION
Personal Health
Insurance
SHE Traffic Mgmt.
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
Communication
CRUCIAL SUCCESS FACTORS 23
Leadership
Open ecosystem & new cooperations
Solutions based on consumer lifestyle and needs
Transparent pricing and distribution concepts
Data security & responsibilities
Networks
CONCLUSION
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
E-BIKE TELEMATICS E-BIKE BUSINESS CONCLUSION
24
• What is the potential of this technology?
Unlimited!
JUNE 2014 CAPSTONE PRESENTATION “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
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!
• Are telematics suitable for e-bike?
!
• Is the e-bike market ready for this innovation?
!
• What is the potential of this technology?
Thank You! Q&A
