The clockspeed dilemma
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- Bu səhifədəki naviqasiya:
- Our focus groups provide evidence of even greater consumer demand for mobility options than we are projecting. In every age group, focus group participants
- Leisure time
- Premium experience
- Acceleration in mobility services
Sharon, 42 (Denver) “I don’t like to take public transit after about 9:30 or 10:00 at night. As a woman traveling alone I think you have to be mindful of your safety.”
More factors pointing to spiking interest in mobility‑on‑demand Antoinette, 53 (Atlanta) “I have a lot of girlfriends, and we’ll meet for dinner and stay out late. So then five ladies have to split up and go on parking decks at night to get their cars? Mobility-on-demand would make us feel a lot safer.” Caroline, 55 (Atlanta) “I stay late at work sometimes for presentation. I often worry about being sleepy as I drive home. That’s the first thing that comes to my mind when I think about why I’d use it.” Mason, 69 (Atlanta) “Most of the time I come into the airport late at night, I take Uber. It’s safer and quicker then.” Safety Drivers of all ages showed an immediate attraction for going to and from areas they do not know or pose some risk to their security. A concert that ends late at night, a more desolate stretch of a city, a late night at work—mobility-on-demand was definitely more desirable than walking by themselves to their cars or standing on a street waiting for a taxi. 18 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853 Jeff, 60 (Chicago) “I was coming back from St. Maarten. It was about 75 there and 10 below here, so yes to mobility on demand.” Max, 64 (Denver) “You know, for a concert or a sporting event, like if I’m going to Red Rocks, I would take one. Who wants to be screwing around with parking during a Broncos game?” Leisure time For all age groups we explored, focus group participants liked mobility options for when they went out on the town. They like the idea they don’t have to worry about driving, especially after having a few drinks, and they distinctly associated mobility options with pleasure and time for themselves. We can only imagine what will happen as mobility-on-demand becomes less of a treat and more of a habit. Nancy, 37 (Chicago) “We use it all time when we know we’re both going to be drinking. It’s a hell of a lot cheaper than DUIs.” Eddie, 30 (Denver) “If I am drinking at all, I’d prefer, to factor that out as a worry.” Emily, 36 (Chicago) “We took it to a concert at Allstate because trying to get out of there afterwards and parking beforehand is a nightmare. My husband, he’s a firefighter, so obviously drinking and driving is nothing he’s going to do, but… it reduces the stress.” Sporting event/Concert Alcohol Nicole, 26 (Atlanta) “We used Uber for an outing for work. They wanted us to have a limousine-type experience.”
The future of mobility-on-demand might include specialization: different solutions for millennials and baby boomers that may include a more mission-specific sense of premium mobility options.
A blizzard, ice on the roads, a thunderstorm, extreme cold or heat—every one, male and female, opted more often for mobility-on-demand. Curtis, 63 (Atlanta) “I’ll let somebody else have the headache when the weather is bad. I just want to look out the window.” Mason, 69 (Atlanta) “I know someone who had a cell phone slip out of his pocket. Uber called him within probably 20 minutes to tell him they had his cell phone. They put it in another Uber and brought it to him at no charge. In a taxi cab, he might never have seen it again.” The clockspeed dilemma 19 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853 In previous papers, we described how the automotive ecosystem is undergoing significant transformation from the introduction of autonomous vehicles and from changes in connectivity and mobility-on-demand. The innovations in these technologies are driven by changes in customer behavior, which are bringing in competitors from fast-paced industries: tech giants, high-tech start-ups, and companies in telecom and consumer electronics. These players are disrupting the auto ecosystem. For the first time, the auto industry faces competitors who are used to responding to far greater numbers of consumers and operating with hundreds of millions of units rather than the millions with which automakers work. That larger economy of scale gives them the potential for quick and impressive payback, and it enables them to achieve a faster pace of innovation. Now they are advancing on the auto market with its one billion cars on the road. Some of them will compete by directly appealing to Sexy Dynamic Experience. To their mind, the car is less a Robust Industrial Machine than it is a computer on wheels. Asked about its rumored interest in the car market, Apple Senior Vice President of Operations Jeff Williams commented: “The car is the ultimate mobile device, isn’t it?” However they make their appeal, they will bring innovation quickly, and as consumers encounter their innovations, they will ask for still more of them, compounding the pace of technology change the auto industry must then meet.
The watchword is “acceleration”—accelerating innovation and accelerating competition. In our last paper, we described a revolution in mobility services. Just the same, we didn’t realize how big a revolution it was or how fast it was coming. Mobility businesses have exploded across the globe, bringing with them transformations in what we call “moving me, moving my stuff, and moving my car.” The influence of these changes on the car industry is as yet unknown, but there are significant reasons why industry players must pay careful attention. The potential effects might include significant increases in vehicle miles traveled. If so, that would certainly change the kind of cars sold, which would in turn affect car ownership models and car and truck sales—in as yet unclear ways. Competitors are innovating at Sexy Dynamic clockspeed
20 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853 Yüklə 250,98 Kb. Dostları ilə paylaş:
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