Presentation on theme: "AAA will become an essential “content provider” for leading connected car solution providers ACP Leadership Meeting January 2014."— Presentation transcript:
1 AAA will become an essential “content provider” for leading connected car solution providers ACP Leadership MeetingJanuary 2014
2 Connected Cars are the Future of Vehicle Health & Safety 84% of survey respondents believe connected devices will save them time91% Believe that All Cars in the Future Will Connect to the InternetIntegration may actually be the competitive differentiator in automotive OEM’s connected vehicle offerings
3 2 Pronged Strategy to Deliver the Connected Car Vision AAATest and LearnNational Partners
4 Critical Rear Brake Service Alert Get an example of a repair booking screen from Driverside?
5 Repair Solution Requirements AAR RelationshipEndorsementPartnershipTechnology Infrastructure RequirementsSolutions work across CORs and AARsAgnostic relative to shop management systemsRequires a “mainstream” shop management system (top 40-50)Integrated with the Online Garage to create a connected experience for customers and membersProvides integration across online booking, electronic inspections, repair orders, invoicing, and CRMMeets AQS#8 RequirementsEnhanced AAR Program ImplementationProvide ACP-wide execution leadershipListening and relationship building with AARsRight-sizing networks to meet requirements and business goalsDevelop reference sites for repair-facing business modelsCommunicate business impact and contract new AAR network locations.
6 Repair Strategy - Infrastructure ObjectivesMigrate AAA relationship from rescue to equip and protectDifferentiate through a connected repair networkCreate interest in UBI, SMARTtrek, and membershipImprove repair shop performanceValue to shopsLow cost connected infrastructureHigher spend per customer plus retentionBetter customer relationshipsIntegrated into AAA towing = more tows & higher average saleValue to customers and membersEasy to set up appointmentsNo need to speak “mechanic talk”Better experience at repair
8 Evidence-Based Design Continuous involvement of people whose work or life you are changingProgramMembership researchTotal Vehicle Ownership ResearchOnline GarageHeuristic evaluationIterative feedback on desktop and mobile prototypesUsability evaluation of prototypeSide x Side design comp testComponent test for MyDriving designSMARTtrek customer panelsRepairCOR AAR observations and interviews, mockup feedbackInteractive wire frames - SME reviewData-driven insights and evaluation drive design decisionsDesign by committeeLoudest voice in the roomPerson with most influence
9 Vendor Evaluations Evaluation Dimensions Integration across consumer and repair facing experiencesIP Protection (Size of company, nature of relationship)Market-tested solutionsPrice at repairPrice for millions of consumersSMS read capabilitySMS write capabilityOnline bookingElectronic multipoint inspectionsAbility to scaleIntegrated shop portalOther business assetsCompaniesDriverSideRepairPalMyCarFaxNapa TracsFullslateOctomizeBooking BugBookerService Dynamics (Shop Watch)Schedule MaxAppointment PlusSmotgoTrackumService MaxXTime
10 Deployment Strategy Buy solutions when they exist Build on the success of othersBuy solutions when they existEnter the market faster, at paceDon’t solve problems you don’t have toReturn to internal developmentLearn from external relationshipsReduce costs in critical areasKnow “core” vs. “non-core”Control sustainable differentiators
11 Why AARs are criticalA comprehensive network is required to differentiate AAAs Connected Car offering.An important element of what national partners want from a AAA relationshipOpportunity to provide additional member value and exposure to prospective membersA network of reasonable scale is required to provide a meaningful connected repair value for members
15 Connected Car Assumption AAA will not own or control:In-vehicle hardwareVehicle OS or firmwareThe content store for vehiclesThe data (cellular) network that passes information to and from vehicles
16 Connected Car Assumptions Aftermarket solutions will connect more vehicles over the next 5 years and represents a bigger opportunity for AAA in both insurance and repairCannibalization of top tier insurance customers through competitor UBI programs is an imminent threatConnecting repair is our key differentiatorBIC location aware ERS will be table stakes for AAAMobile communications will continue to increase in importance for all consumers
18 Prioritizing Partner Discussions OEMsGreat for RAP businessFragmented and slow to market for winning the connected carShort-term in-vehicle app approach with OEMsAftermarketAutomatic Labs (BT Solution)Sirius XMSprintVPXPlatform/OSSmartphone applicationsTSPs/Wireless CarriersWhite label solution – test, learn and insurancePlatform play that will ultimately support insurance competitors
19 Implications of Partner Strategy National program clearly defined for the federation around 3 elements:ERS, Repair and InsuranceSupports members and non-members with clear benefits for being a memberBuild competencies in mobile application developmentStart winning back the RAP business to support the long-term “built-in” strategySignificant push to become the defacto towing application on smartphones – iOS and AndroidStart with relationships that don’t support competing insurance carriers
21 Choosing the Optimal Path Lowest cost &Fastest path to scaleVolume/ScaleSmartphone ProbeNational PartnersMost viable long-term strategyOBDII CellBest way to test, learn and build201320142015201620172018
22 2014 Priorities & Activity Infrastructure Pilots Usage based insurance (0-30%) processes refined and rolled outRepair systems – Online scheduling, Digital inspections, etc…AAR model refined, socialized and expansion startedOnline Garage (AAA Experience Hub) built and launchedMembership rider defined, tested and expansion plans developedSmartphone solutions – AAA mobile app and phone as probeContinued development of OBDII cellular solution and VHS services – refine diagnostics, messaging, improved data quality, teen, incident response, etc…PilotsConnected Car pilots across 2-3 clubs and with CORs and AARsValidate the shop experience, Online Garage experience, and ROIAcquire customers and determine value of the integrationNational Program(s) Defined
23 Content Strategy As an enabler Focus on content that enables targeted valueHow much is my vehicle worth?What is wrong with my vehicle?Eventually, what is likely to happen to my vehicle next?Participation in GMA Knowledge Base developmentExpert contentContextually relevantAt shopsThrough ask-an-expert interface online
24 SMARTtrek (VHS) Communications Month 1(plug in ~20 days in)Month 2(first trip ~30 days in)Month 3Month 4Registration Request and Reminders(Retail only)Welcome – Driving Information AvailableFPOBe Sure to Update Mileage Online*Vehicle Health SummarySALEOrder ConfirmationFeedback Opt In – Survey 1Vehicle Health SummarySurvey 2Shipping ConfirmationVehicle Health AlertBattery AlertMaintenance AlertVINMismatch / Device Connection ErrorCoolantAlertTriggered CommunicationsPlug-In Request and Reminders*Item not yet in production.
25 SMARTtrek (VHS) Communications Month 5Month 6Month 7Month 8Get to Know SMARTtrek 1* (Driving Information)FPOFPOGet to Know SMARTtrek 2* (Vehicle Health Alerts)Get to Know SMARTtrek 2* (Vehicle Health Alerts)Get to Know SMARTtrek 3* (Fuel Efficiency)FPOVehicle Health SummaryVehicle Health SummaryVehicle Health SummaryVehicle Health SummarySurvey 5Survey 3Survey 4Survey 6Vehicle Health AlertBattery AlertMaintenance AlertVINMismatch / Device Connection ErrorCoolantAlertTriggered Communications
26 SMARTtrek (VHS) Communications Month 9Month 10Month 11Month 12Month 13NOPURCHASEReturn Device Request and RemindersSubscription Ends – Ensure Uninterrupted Service*Subscription Ends – Reminder*FPOVehicle Health SummaryVehicle Health SummaryFPOExit Survey*Survey 7Vehicle Health SummarySurvey 8Vehicle Health SummaryVehicle Health AlertBattery AlertMaintenance AlertPURCHASEVINMismatch / Device Connection ErrorCoolantAlertOrder ConfirmationTriggered Communications*Items in red not yet in production.