Carmaker, what's your role?

Manufacturers become service providers. A prominent example of this is Spotify. The world‘s largest music streaming provider in terms of market share revolutionized the music industry in 2008 by introducing a new business model based on streaming songs rather than buying them (Spiegel 2019, Statista 2019). In other words, Spotify transformed the perception of music as a product to be purchased, for example in the form of a CD or an MP3 file, into that of a service, streaming music.

In the automotive industry, the service (mobility) versus the product (vehicle) is becoming increasingly important.

According to a forecast by McKinsey, sales of on-demand mobility services and data-based services in the automotive industry will increase from 30 billion US dollars in 2015 to 1.5 trillion US dollars in 2030. As a result, the share of these services in total industry sales – including traditional vehicle sales and after-sales services – will increase from 0.8 to 22 percent.

Considering the opportunities for new sources of income, leading German automotive corporations are increasingly investing in the development of mobility ecosystems – service ecosystems with mobility as a central service. „Volkswagen We“, „Mercedes me“ or „Audi connect“, for example, offer end users a seamlessly integrated experience of as many services as possible from a single brand.

Following the right strategy by building your own ecosystem is increasingly becoming a prerequisite for future market competitiveness. But of what does a mobility ecosystem consist of?

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