·How far is the Internet + car disruptive change?

"Do you think Uber is an opponent or a partner? What if there is no one to drive in the future?" At the Boao Forum at the end of March, Baidu founder and CEO Li Yanhong threw the issue to Tesla CEO Musk. US-based taxi platforms Uber and Tesla, which have a market value of more than $40 billion, represent two new concepts in the field of travel – sharing the economy and environmental protection – both of which are hot technology companies. Musk replied that Tesla is actually a manufacturer and will involve driverless business in the future. In April, Uber began recruiting engineers for driverless car technology.
Looking at the world, Google, Apple and other technology companies have begun to get involved in the automotive field. Domestic Internet companies such as LeTV, Easy Access, Baidu, Ali and Tencent are competing to accelerate on the "Internet + Car" runway. How far are we?
â–¡ Phenomenon Internet companies scramble to make cars China's strong travel demand and worrying environmental issues have given Internet companies the best reasons to invade the car chain and transform the car industry chain.
On April 8, Ali announced the establishment of the Automotive Division, which will provide resources to provide owners with a full-link auto e-commerce O2O one-stop service for “seeing, selecting, buying, using and selling”. On April 23, 40 companies including BMW, Jaguar Land Rover, Buick, Toyota, Chevrolet, Michelin, Horse, Goodyear, Mr. Quick Repair, and Guanghui Auto Service became the first strategic partners of Ali Automotive. On March 12, a month ago, Ali and SAIC announced that they would jointly set up a 1 billion yuan "Internet Auto Fund", and its first "Internet Car" is expected to be listed in 2016.
Earlier, many domestic Internet companies announced that they would build a car. In July 2014, Baidu launched a driverless car R&D program, after which Li Yanhong said that the car will be released this year. On December 9, 2014, LeEco announced the SEE program. In January this year, the smart car LeUI system was released. In March, it cooperated with BAIC Group, and the first product will be available within the year. On February 3, 2015, Easy Access, Chery Automobile and Botai Group announced the establishment of a joint venture company to build an Internet smart electric car that can be rented and sold only. The product is scheduled to be launched in 2016. On March 23, Tencent signed a cooperation framework agreement with Foxconn and Harmony Auto, and will cooperate in the field of “Internet + Intelligent Electric Vehicle”.
In order to seize the upstream of the most technologically advanced automobile industry chain, cooperation with manufacturers with manufacturing capabilities has become the main path for Internet companies to participate in building cars. During the cooperation process, Internet companies mainly provide software capabilities, such as pre-user surveys and information feedback, providing pre-installed in-vehicle systems, facilitating the networking of vehicles and mobile phones, vehicles and vehicles, vehicles and roads, and intelligent or even driverless driving. R&D, marketing and communication based on the Internet platform.
"Automotive companies are not so easy to be subverted, but car companies must embrace the Internet." For the "Internet +" boom, Li Shufu, chairman of Geely Holding Group, said: "After more than a decade, I laughed that the car was a 'four wheels plus Two sofas... The future car is 'four wheels + one battery (green energy and power) + one computer (internet + big data)'."
â–¡ Exploring the "fourth screen" for preemptive occupation
“With the urbanization and the improvement of people's living standards, people spend more and more time in the car, and the demand for in-car entertainment, consumption, and smart cars is getting stronger and stronger.” Li Yanxia, ​​general manager of Gaode Data Center Production Department Say. As the "fourth screen" along with computers, mobile phones and TVs, electronic vehicle devices such as on-board computer ECUs and on-board diagnostic systems OBD are important nodes of the mobile Internet. The need for users to control cars, entertainment and seek help is a new market in the mobile Internet era.
On the way of Internet companies robbing the "fourth screen", it has become the norm to enter the in-vehicle system through the form curve of the "wearable device" of the car. According to data from foreign research companies, more than 70% of newly assembled vehicles in Russia, China, Western Europe and North America are equipped with Internet interfaces. At the Baidu Hardware Summit in April last year, Baidu released the smart connected car product “CarNet”. The driver can complete the route planning and navigation functions through voice through the LBS (Location Based Service) platform of Baidu Map.
Also in April last year, Tencent also launched the intelligent hardware "Tencent Lubao APP + Lobo Box", claiming that it can carry out vehicle diagnosis, fuel consumption analysis, and safety comparison with friends.
In July last year, Ali's Gaode map launched the intelligent hardware device "Gao De Map Xiaomi", which opened the high-speed map real-time traffic report with one button and avoided the congested road section.
At the same time, Internet companies have sought to further occupy the "fourth screen" by entering the pre-installation market. In September last year, Tencent and its shareholding company NavInfo launched a new car networking solution "Fun Drive WeDrive", which integrates Tencent QQ car experience, QQ music, Tencent News, public comment and 4D map new fun navigation And other services. At the end of January this year, Baidu also launched CarLife, a car networking solution, and cooperated with automakers such as Audi, Hyundai and Shanghai GM.
To build a car ecosystem, Cheng Li, the founder of the car cloud network, believes that Internet companies actively embrace car companies, not only to seize market share for their mobile products, but also to seize the car. At present, the rear-mounted car networking products that have been introduced on the market or the vehicle-mounted interactive systems installed in the front of the car factory are only the initial application, and the intelligence is not high. Although Ali and SAIC's cooperation projects are full of challenges, many people are not optimistic, but this cooperation is to use the Internet concept and resources to build cars, which is the deep integration of information technology and traditional car technology, compared to the previous tinkering, It is a kind of leap.
According to the concept, SAIC and Ali will build a car ecosystem that will fully integrate Alibaba Group's YunOS operating system, Big Data, Ali Communications, Gaode Navigation, Alibaba Cloud Computing, Shrimp Music, and resources in e-commerce and finance. Combine SAIC's vehicle and parts development, auto service trade and other resources to get through the upstream and downstream of the automotive industry from manufacturing to sales to after-sales service chain. And Ali's open platform is also encouraging and attracting more third-party partners and developers to join together to build a complete car ecosystem.
The driving ideas of LeTV and BAIC are similar to those of Ali. By combining BAIC's experience and capabilities in automotive R&D and manufacturing, the eco-vertical integration model implemented on Super TV is copied to the car, and Internet intelligence is built through complete independent research and development. Electric vehicles, building a car internet ecosystem.
Tencent launched the WeChat car public service account WeCar in conjunction with the system when it launched the fun drive WeDrive. Each car can generate its own unique QR code. The owner can scan the car and pay attention to WeCar to realize the car condition inquiry (mileage, fuel consumption, tire pressure, etc.) and remote control (switching the door, switching the lights, turning on the air conditioner, etc.) ), sendtocar (remotely send POI location information to the car, vehicle auto-navigation) and other functions. As a result, connecting cars has become an integral part of the WeChat ecosystem as a “connector”.
Cheng Li said that the final effect of cooperation between traditional automakers and Internet companies will depend on the depth of integration of the two systems, whether the two parties agree on the dominance, the team's operation and execution capabilities, their respective resource inputs, and operational mechanisms. Is it efficient?
Exploring unmanned technology "Enterprises that have mastered the resources of the automotive networking platform will have a first-mover advantage in the future mobile Internet and Internet of Things era," said Pan Wei, senior analyst at Analysys think tank.
The reporter learned from Gao De that Gao De is using ADAS (Advanced Driver Assistance System) to explore driverless driving. ADAS can use a variety of sensors and high-precision map data on the car to help drivers drive safely and efficiently. For example, when a vehicle climbs a hill or goes downhill, the system calls a high-precision slope to reduce fuel consumption; and uses the road curvature in the navigation system to predict the front road condition to adjust the lamp head. Gold's ADAS map database also includes common warnings such as traffic lights and speed limit information.
Baidu expects that the unmanned vehicles launched this year will have electronic facilities such as radar, cameras, global satellite navigation, and install synchronous sensors. As long as the owner enters the destination into the navigation system, the car can travel automatically. During the driving process, the car will upload the road condition information through the sensing device, and perform real-time positioning analysis based on the data to determine the driving direction and speed. The Baidu Deep Learning Institute will also apply visual, auditory and other identification technologies to the development of unmanned vehicle systems.
The industry predicts that the Internet of Vehicles will foster new business models for the automotive service market, such as automotive, telecommunications, Internet companies and the insurance industry. Insurance premiums can be paid "by mileage" or "pay for driving"; The user provides coupons for nearby restaurants or shops; when the vehicle has hidden dangers, the information collected through the Internet of Vehicles, the manufacturer has detected the existence of the problem, and prompts the owner and the 4S shop to process, and at the same time screen out the optimal solution.
â–¡ Difficult driving and privacy concerns The Internet has invaded the auto industry, and the car will undoubtedly become smarter and the data will be more transparent and detailed. Mr. Lin, the owner of the car, said that he expects that the technology can further guarantee driving. For example, he can actively remind him where the speed limit is, and where the sidewalk should slow down; the main driving and the co-driver do not wear seat belts, and the child can't start without the safety seat; Automatically identify the drunk driving device, as long as the driver is detected to drink alcohol, the car can not be started. "If you enforce the rules by technology, you may be able to avoid many accidents."
However, many car owners said that they are most worried about the loss of control after the car network. "Tesla has been hacked to remotely control the door and start. After the car is fully connected, will the car be easily stolen? In case of driving on a highway, how can a hacker remotely control the car to suddenly brake or turn around?"
Ms. Sun, the owner of the car, said that she was not optimistic about driverlessness, especially on the roads with a lot of pedestrians. If the failure occurred, the consequences would be disastrous.
In fact, at the end of March, a serious loophole in BYD Smart Car was just exposed by the vulnerability reporting platform "Black Cloud". Through this security loophole, hackers can write programs to obtain information from any owner (name, license plate number, frame number, ID number). , second contact name, mobile number, etc.) and control password until the vehicle control and owner privacy are obtained.
"Safety is definitely the eternal theme of the automotive industry." Cheng Li said that networking and opening up are the general trend. Just like mobile Internet access and rapid payment development, after the birth of the Internet, a lot of information can no longer be hidden. Hackers are also inevitable. However, the transformation of the automobile industry by the Internet does not happen overnight. In this process, the government, enterprises, and industries need to define the limits of privacy. Enterprises constrain themselves to make rational use of data and improve security measures. The government improves infrastructure construction. And introduce relevant regulatory measures and laws and regulations to ensure security.
It takes time for users to develop their habits. The concept of "Internet car" is needed. In March, more than 2,000 users participated in the research of a car website. 65% of users have a positive attitude towards this, and believe that the Internet is subverting the auto industry. It is irreversible, but 25% of the participants are dismissive of Internet cars. They believe that the current so-called Internet car projects are all in the concept of speculation, and the real market space is not large.
Some car dealers say that the traditional vehicle production cycle will take about 3 to 8 years from design to mass production. Now, the development cycle of a smart machine is enough for one year. The car cycle is expected to reduce manufacturing costs and selling prices. However, in this case, the performance of the "Internet car", the quality of the products, and the supporting facilities may also cause users to worry. For example, the safety of the electric vehicle battery, the endurance capacity and the layout of the charging pile directly affect the user's choice.
Ms. Sun, the owner of the car, is looking forward to the Internet car to provide personalized and personalized services. For example, the in-vehicle system can self-check the condition of the vehicle at any time and tell the customer what went wrong. If the problem arises, the best solution can be given and the nearest repair point can be found. And the maintenance price is transparent and reasonable, and the small problem can be self-healing. At the same time, she also hopes that the voice recognition capability of the in-vehicle system will be further improved in the future, and the other words can be accurately identified to achieve true liberation of both hands. "Environmental protection and energy conservation is definitely a trend, but I will wait until the electric vehicle infrastructure and policies are perfect and use them again. After all, there is no energy toss." Ms. Sun said.
Cheng Li said that although the car intelligence is the general trend, the concept of "Internet car" does not exist. The Internet is only a means to realize the intelligentization of automobiles. The development and popularization of car intelligence ultimately depends on whether the product itself can make users scream. Most of the car networking services did not find user pain points, and the product user experience, user usage frequency and user willingness to pay are very low.
It is understood that the engine, chassis and gearbox hardware are the core elements of the current car. Domestic auto companies have mastered the core technology. How can automakers and Internet companies integrate efficiently, and whether subversive changes can not be expected.
Standards and policies need to be improved. "Internet vehicles are not a single enterprise. They need to be built in various fields, including car companies, platforms, operators, service providers, etc., to achieve data docking and sharing, but the cooperation and resources of these enterprises. The integration is more difficult.” Pan Wei said that the Internet needs to unify the technical standards of the automotive industry in order to fully transform the automobile. To achieve interconnection between the car and the car, it is necessary to standardize the processor, operating system, and sensors.
At present, some auto manufacturers use ARM processors, some use x86 processors, and some use Mips processors. The operating systems are also used individually. The sensors are mostly different depending on the supplier. Software and hardware can't be standardized, and various applications are difficult to be universal. A software or application can only be applied to one enterprise or even a model. Naturally, it can't be big enough to form an industry standard and then generate a business model.
In the report, Cheyun.com said that in the case of various electronic devices that come with each manufacturer, the feasible way to realize the Internet of Vehicles is to add, use a third-party unified electronic node to replace the vehicle-mounted computers that the vendors are fighting for, and then use Communication networks are interconnected to form a standardized network. However, in terms of China's national conditions, this process is difficult to complete by auto companies, or it is forced by the government, or Internet companies can complete the hardware by free delivery. "For the unification of standards, the current policy direction is not clear, and laws and regulations are not explicitly supported." Cheng Li said that compared with industry standards and policy laws, technical challenges are not the most critical for the Internet of Vehicles. .
From a policy perspective, the popularity of driverless driving is even more remote. Tesla CEO Musk said that the automotive industry has a capacity of 100 million vehicles per year and it takes a long time to transform into unmanned driving because the foundation of the automotive industry is too big. If technology is formed, mass production of driverless vehicles may occur five years later, but it takes time to gain acceptance of the mainstream society, such as government regulations and policy support, as well as supervision to ensure driverless cars. Security.

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