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BAIDU—SEARCH ENGINE GIANT
4
• Market Cap: $69.33 B • F2015Q1 revenue: $2.053 B
• In 2014, Baidu’s mobile revenue surpassed PC in December
• In 2013, Baidu owned a map data vendor—长地万方Ritu
CARLIFE– BAIDU SOLUTION IN CAR
5
Baidu map(app) • APP is free to use • Map/navigaRon APIs are open/free to
developers • Market share: 65.2% • User: 370m(2014/9/3) • Day request: >10B
CompaRbility • Phone: iPhone, Android • Car: Linux, QNX, Android, WinCE • ConnecRon(phone & car): USB or WIFI
OEM level HMI & UE • Sensors with car • Voice control • CooperaRng with OEMs & Tier1s
TENCENT—SOCIAL NETWORK GIANT
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• Market Cap: $206.2 B(2015/4/13) • F2015Q1 revenue: $3.618 B
• Top 2 popular app: QQ, WeChat(from mobile & PC) • Most revenue from game(TBD) • User of WeChat: >500m(by 2014)
• In 2014, Tencent spent $187 million in Navinfo to became later’s 2nd large stakeholder.
• Navinfo is one of top two map data vendor in China
TENCENT OBD SOLUTION—LUBAO(2013)
• BT connection to phone • Car diagnostic • Interact with Tencent mobile
navigation
8
WEDRIVE—TENCENT ALL-IN ONE SOLUTION IN CAR
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Feature scope: • NavigaRon • Social life • News • Music • Stock • Online video • Call center service • Restaurant recommend Summary
• Strong in “infotainment” • Not enough integraRon with HW • No deep cooperaRon with car makers
ALIBABA—E-COMMERCE GIANT
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• Market Cap: $213.6 B(2015/5/7) • March quarter 2015 revenue: $2.81 B
• GMV (Gross Merchandise Volume) in F2015Q4: $97 B
• In 2014, Alibaba fully acquired AutoNavi, total of USD 1.38 billion, later is one of top two map data vendor in China
BUILDING THE FOREST AROUND CAR & DRIVER
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Used car replacement
AucRon
Premium used car
Smart device & OBD
Lease Designated driver
Car SPA
New car booking
Car finance
Car E-‐shopping Car insurance
Car fikng 4S maintain
O2O service Fuel, violaRon, etc CerRfied accessories
Shopping service
Local service
Used car
New car
COMPARISON TO GLOBAL GIANTS
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latest quarter (by May 2015)
Baidu Google Tencent Facebook Alibaba Amazon
Market Cap ($ billion)
69.33 363.07 206.2 222.22 213.6 199.78
Revenue ($ billion)
2.053 17.26 3.618 3.54 2.81 22.72
SUMMARY– BAT WITH LBS
All of them: – Own or invest map vendors – Own navigation engine – Cooperate with HW partners – Cooperate with Auto makers to host HU screen – Trying to understand all details around driver & car
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In 2014, Xiaomi invested $14 million to own Careland, later is map content vendor and No.1 navigaRon SW market share in beforemarket car navigaRon
XIAOMI —WORLD'S THIRD LARGEST SMARTPHONE VENDOR
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HUAWEI —LEADING GLOBAL INFORMATION & COMMUNICATIONS
TECHNOLOGY (ICT) SOLUTIONS PROVIDER. AND A TOP SMART DEVICE
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In 2014, overall Group revenue reached $46.5 billion, up 32.7% year on year
WHY THESE GIANTS SUCCESSFUL IN CHINA-1
Same/unified origin: – One large nationality, total 1.226 billion Chinese are
the Han nationality – One language, Mandarin is popular and accepted by
most Chinese – One currency, Renminbi(RMB) – Unified policy
18 Demographic Dividend
WHY THESE GIANTS SUCCESSFUL IN CHINA-2
User habits: – User experience: Simple – Willing to accept new things – Like free software, few people paid – Half of Chinese living in city – With University (college) education level: 8.73% – China's GDP per capita(by 2014): $ 7,485
19
WHY THESE GIANTS SUCCESSFUL IN CHINA-4
But soon, they did better:
• In 1998, ICQ is the No.1 IM(instant message) SW in China. In 1999, QQ(Tencent’s IM) was established and only two employees(two founders), one year later(year 2000), QQ became the No.1 IM SW in China, easier to use and free, better UE than MSN
• When Taobao(Alibaba’s) launched his first E-commerce platform in 2003, Ebay is the E-commerce giant in China. But in 2006, Ebay closed his server in Mainland, was quickly beat by Taobao in China. Taobao’s platform is more open and free.
• Similar story for Baidu, in 2000 Baidu set up and at that time Google is search engine giant in China. But in 2003, Baidu’s market share in China surpassed Google.
21
WHY THESE GIANTS SUCCESSFUL IN CHINA-5
• More open platform • Free to end user, making profit from Ads and 3rd party • Quickly update • More respect for Chinese users, more attention on detail
improvements
22
Xiaomi's key to smartphone success: 'Be friends with our fans'
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Create saYsfacYon
Create loyalty
Create evangelism
THEY ARE CHANGING TO KEEP LEADING POSITION, FROM MEET MOST PEOPLE TO MEET YOU
24
PASSENGER CAR SALES—CN(2011-2019)
14.47 15.50 17.99
19.71 21.09 22.57
24.37 26.32
28.43
0.00
5.00
10.00
15.00
20.00
25.00
30.00
2011 2012 2013 2014 2015 2016 2017 2018 2019
Passenger Car Sales(2011-‐2019)(M)
Notes: Data from CAAM
CHINA BEFORE MARKET NAV RATE(2011-2019)
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7.08% 7.52%
9.28%
12.70% 14.12%
16.54%
18.96%
21.38%
23.80%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
2011 2012 2013 2014 2015 2016 2017 2018 2019 Notes: Data from CAAM
EUROPEAN OEM’S NAVIGATION IN CHINA
• Connected HU(call center, cloud search, infotainment, etc)
• Knob + some hot buttons to operate HMI • Rich functions but w/ normal UE • Chinese search UE is poor
27
JAPANESE OEM’S NAVIGATION IN CHINA
• Performance is amazing
• Traditional step by step HMI design • Rich functions with many detail settings • Chinese search UE is poor
28
US OEM’S NAVIGATION IN CHINA
• Relatively simple HMI design style
• Connected solution focus on safety and Remote control, lack of interaction with driver
• Lack of enough localization • Chinese search UE is poor • Whole system UE is normal
29
CHINA AFTER MARKET NAV RATE(2009-2014)
30
169.5
342.7
510.4
662.4 704.2
75.30%
102.20%
48.90%
29.80%
6.30% 0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0
100
200
300
400
500
600
700
800
2009 2010 2011 2012 2013
volume growth
SMARTPHONE PROJECTION DRIVING COMMODITIZATION
§ No differentiation between vehicle segments § Same experience in every vehicle § No head unit upgrade potential
§ No control of UX & innovation
31
CONNECTED NAVIGATION LEVERAGE THE ENTIRE CANVAS & CAR DATA
The car can surpass smartphone UX § Instantly on § Immediately helpful § Surpass current expectation through
customization and integrated experience
32
UNLOCKING THE DATA POTENTIAL TO DELIVER A SUPERIOR EXPERIENCE
PERSONAL DATA
VEHICLE DATA
ENVIRONMENT DATA
33