How to monetize vehicle data thanks to in-car technologies - the biggest challenges and control points of the process - Part 1

 The collection of data and its subsequent monetization  wouldn’t be possible without the ‘’attachment points" in the form of technologies already used in vehicles and controlled parts and systems. It's also common knowledge that car data monetization is based on three main sets of factors, covering quite different areas. These are automotive technologies, infrastructure technologies, and back-end processes. In this article, we are going to reverse-engineer in-car technologies.

There is no harvest without seeds. In relation to vehicles, these "seeds" are all the elements and systems that make data collection possible at all.

The proper design is the key when we talk about the effective use of information from the vehicle and from the users directly. Let's have a closer look at these crucial technologies.

8 technologies necessary to retrieve data from a vehicle

1. Technical sensors

For  OEMs and suppliers , sensors are the foundation on which they can build knowledge about the vehicle's performance and possible breakdowns. Due to that, they are able to see how their products endure the operation.

With these resources, it is much easier to determine the cause of a particular fault. The biggest challenge? The type of setting and frequency of data collection and integration of results into R&D processes. These issues are yet to be discussed.

2. High-performance processing

Real-time processing and communication are pivotal in unlocking the data potential in the vehicle.

However, it is necessary to define, from the very outset, which specific processing elements are to take place in the vehicle and which in the cloud. Whether the hardware is upgradeable is also an important variable.

3. Interface (HMI) and customer ID

HMI is a bridge between a human and a machine. Any technology, tools, and devices allowing human beings to "communicate" with vehicles - request the operation, change the setting or read for example the current status of the engine.

User experience is the key. Making sure the vehicle operations are as intuitive as possible is the end goal of every interior and UI designer. Adding augmented reality, advanced HUD, gesture operations, or fancy ambient lights makes the driver feel at home, capable of quickly changing the vehicle settings, and always aware of the current situation and hazards.

4. Software platforms

They support various vehicle applications and high-speed data transmission protocols. In the context of monetization, two aspects are of paramount importance: the reliability of the  over-the-air software updates and for which of what consumers will be able to pay.

5. Communication

The connection between the vehicle, sensors, internet, and onboard devices is essential. Network gateways include Wi-Fi, Bluetooth, RFID, as well as a high-speed 4G / 5G modem gateway. The latter is the greatest challenge.

The problem that needs to be dealt with is mainly the stability and cost of the aforementioned connection. As the vehicle moves, it can reach locations with low- or even no- mobile internet coverage. This results in interrupted connections, operation retries, or unavailability of services.

6. On-board data storage

It is a local hardware repository for data generated by the vehicle. It must be clear what  data is stored     on the cloud   and who has access to it (e.g. insurers). It is equally important to reassure customers that their information is protected from unauthorized access from outside.

7. Location and navigation technologies

Monetization also depends on location data. The biggest players of software-defined vehicles must decide how to locate a vehicle (GPS) and decide which specific navigation information should be collected and which map's "technical archetype" to adopt.

8. Environmental sensors

It is not only what happens under the vehicle bonnet that matters, but also what influences it. Therefore, environmental factors provide valuable data. They detect parameters related to e.g. road conditions, weather, etc. They also focus on nearby vehicles and people as well as on the cockpit interior: passengers, transported goods, and the driver.

As for the latter, environmental sensors monitor its physiological condition. Based on fingerprint readers, cameras, and microphones, the technology determines, for example, the driver’s sobriety or the degree of fatigue. It is also possible to control vital signs such as heart rate and blood pressure.

To what extent is such data monetized? It all depends on how willing the customer is to share bio information about themselves and their passengers.

Categories of data collected in the vehicle

Which elements, systems, and subsystems are responsible for collecting valuable data that can be monetized  in the automotive industry ? It's time to look at the specific spots in the vehicle that show the greatest potential for data aggregation.

•     Front collision sensor      
     Information about the seriousness of the accident / collision and where it occurred.  
  
•     Doors and windows    
   The condition of the convertible roof, sunroof, doors, windows, bonnet and boot, spoilers and service lap.  
  
•     Driver identification      
     Identifying the person in charge and setting preferential settings for them.  
  
•     Drivers health      
     Pulse, data for diabetics, measuring stress levels.  
  
•     Trip parameters      
     Parameters such as mileage, acceleration / deceleration, remaining range, ECO or SPORT mode activation time, average distance, driving style rating, average fuel consumption, braking intensity and gear behaviour are taken into account.  
  
•     Electric vehicle      
     Battery status and voltage, charging profile and status, power consumption, recovered energy measurement.  
  
•     Engine      
     Ignition status, oil and engine temperature data when we are talking about gasoline/ diesel engine.  
  
•     Fuel      
     Tank capacity and remaining range.  
  
•     General data about the vehicle      
     Information from the display, outside temperature value, VIN number, environment temperature, air conditioning temperature, network connectivity, teleservices availability, vehicle orientation and position.  
  
•     Lights      
     The condition of the headlights and indicators.  
  
•     Liquids      
     Coolant and oil temperature, coolant and oil levels, brake fluid parameters.  
  
•     Navigation and positioning      
     GPS speed, navigation destination, vehicle location (latitude and longitude), time and distance remaining to reach the destination, vehicle alignment, vehicle movement status, most visited places to suggest destinations of travel.  
  
•     Security      
     Technical condition of the seat belts and their fastening, information about airbags.  
  
•     Service and maintenance      
     Date of the next brake fluid inspection and change, time threshold for the main test and exhaust fumes test, ‘check engine’ information.  
  
•     Smartphone      
     Pairing with smartphones, driver behavioural patterns.  
  
•     Warning systems      
     ESP (Electronic Stability Program), ADAS (Advanced Driver Assistance Systems). Data on automatic eCall, battery protection. Messages from sensors (parking, distance, speed).  
  
•     Wheels      
     Tire pressure status, brake pads.

Challenges related to technical possibilities

People responsible for the development and implementation of modern solutions face various challenges. How well they handle them determines the success of monetization.

When analyzing individual systems, you need to take into account such aspects as:

•  the frequency of data collection,
•  the possibility of updating,
•  the improvement of sensors that allow collecting personal data
•  maintaining the stability of connections,
•  identifying entities that have access to collected data.

Data is the currency of the 21st century. Those who have access to it can manage it wisely and draw constructive conclusions to get ahead and outperform the competition. The business model based on their monetization is no longer the domain strictly reserved for the Silicon Valley giants. Also, companies whose products and services are not directly related to data trading are trying their hand in this field.  The automotive industry is one of the market sectors where data monetization will soon bring the greatest benefits. It is estimated that by 2030 it will be as much as $ 450-750 billion on a global scale.

 In this article, you will learn:

 What are the 4 megatrends to increase the amount of data from cars.

 * Which technologies will enable better data downloading.

 * Who can earn money from vehicle data monetization.

 * What are the three main data monetization strategies.

 * 28 practical use cases of how you can generate revenue.

The increase in revenues on this account is not only due to the electronics and sensors that are installed inside the vehicles. Social and cultural changes will also contribute to the increase in the amount of generated data - for example, the need to reduce city traffic and the search for ways of traveling alternative to vehicles with combustion engines.

Among the megatrends that will contribute to a greater inflow of data for monetization, the following are usually mentioned:

•     electrification;  
•     connectivity;  
•     diverse mobility / shared mobility;  
•     and autonomous driving.  

The trends that will transform the way we travel and use vehicles today are opportunities not only for OEMs (original equipment manufacturers), but also for insurance companies, fleet managers, toll providers, fuel retailers, and companies dealing with parking or traffic.

All these industries are increasingly joined by technologies that not only help to collect data but also to process it. The flow of information between these market sectors will enable the development of effective methods of obtaining data and creating new services that can be monetized.

In particular, it will be enabled due to the 8 developing technologies:

 1. Big data analytics

 2. High-speed data towers (5G)

 3. Software platforms

 4. Data cloud

 5. High definition maps

 6. High-resolution positioning (GPS)

 7. Smart road infrastructure

 8. V2X communication

Due to the extensive technological infrastructure, the amount of data that can be obtained from the vehicle will increase immeasurably with today's possibilities. It is estimated that in the near future, up to 10,000+ points from which data can be collected will be accessible in the car.

Understand the drivers and their needs

 /„The challenge for industry players is that data will not be car-centric, but customer-centric.” – European premium OEM”/

While technology plays a key role in converting data into real currency, we should bear in mind one thing. In fact, the data is generated not by the vehicle, but by its user. It is the user’s attitude towards technology, privacy, and convenience that determines the success of obtaining information. Without their consent and willingness, there is no effective data monetization strategy.

As the examples of Google or Facebook show, the use of data without users' knowledge sooner or later ends in lawsuits, reluctance, and consumers turning their backs on the brand.

So how can you get users' consent to share data?

The answer is simple - although putting it into practice may be a real challenge - offer something in return. If you give something to the driver, they will share the data you care about the most.

Among the universal benefits on which you can build a strategy for obtaining data from drivers, the following are especially noteworthy:

•     time savings,  
•     greater overall comfort and driving comfort,  
•     increased level of safety,  
•     reduction of vehicle operating costs,  
•     entertainment or increasing driving experience.  

Research shows that drivers are much more willing to share data about the external environment of the vehicle - e.g., driving conditions, the technical condition of the vehicle, or even its location. However, they are not so eager to share data from their vehicle interior, e.g., the possibility of recording conversations. However, the percentage of such approvals increases dramatically, up to 60%, when drivers are offered more safety in return.

Younger customers and frequent travelers (who spend over 20 hours in their cars weekly) are also more open to this type of service - which results from their attitude to life, as well as personal needs. Differences in attitudes to privacy can also be shown in different markets (e.g., in Asia, Germany, or the USA). This is due to cultural differences, data regulations, and the technological advancement of a given region.

Regardless of where the company operates, in order to consider effective data monetization, you need to answer three key questions:

1.     WHO drives a given car?  
2.     HOW do they behave behind the wheel?  
3.     WHERE do they drive?  

Understanding the consumer's needs and the way they travel is the starting point for developing an effective data monetization strategy. Only then can we choose the right tools and technologies enabling us to turn data into profits.

Monetizing car data - 28 practical use cases

Each case of data collection in a vehicle can potentially be turned into a benefit. It may concern one of the three areas:

1.     Generating revenue  
2.     Reducing costs  
3.     Increasing safety and security  

Data monetization strategies can be based on only one of these assumptions or be a mix of activities from different areas. Let's have a look at the specific methods that are currently developing in the automotive market.

1. Generating revenue

Generating revenue from data in  the automotive industry is frequently done by selling new functionalities and services. Usually (but not always), they are directly linked to the vehicle and are aimed at the driver (  direct monetization ).

Due to a large number of sensors and the fact that the car of the future will perfectly know and read the driver's needs, this type of vehicle is also perfect for being fitted with  tailored advertising .

The third way of generating income can also be  selling data to advertising companies that will use it to promote third-party brands. Obviously, this model causes the most distrust and reservations among the majority of consumers.

Direct monetization

1. Over-the-air-software add-ons / OTA

Do you want your car's operating system to be faster and more efficient? Or maybe you need to have it repaired, but you are too busy to visit your car dealer? Updating your software in the cloud will let you avoid stress and save you time. Analysts estimate that by 2022 automotive companies will have made about 100 million such vehicle updates annually.

2. Networked parking service

Being able to enter the car park without paying the traditional fee, and a suggestion where you can find a free space. Who wouldn't take advantage of such a convenience in congested cities, for a small surcharge or by providing the registration number of their own vehicle? The system of  smart car parks connected to the network offers such possibilities.

3. Tracking/theft protection service

A car is often a valuable and indispensable resource for company activities (but also for private individuals). Vehicle theft does not only involve a financial loss but often logistics-related issues, too. Users increasingly often agree to share their location and modern tracking systems that will easily locate the vehicle in the event of theft.

4. Vehicle usage monitoring and scoring

Who wouldn't want to pay less for vehicle insurance or its rental? Systems monitoring drivers’ behavior while driving and evaluating them in line with the regulations may soon become the standard of services offered by insurers and rental companies.

5. Connected navigation service

Real-time road traffic updates, current fuel prices at nearby filling stations, possible parking options, access to repair stations or car wash - all that by means of voice commands and questions we ask our GPS while driving. For such convenience, most drivers will be delighted to share their data.

6. Onboard delivery of mobility-related content /services

7. Onboard platform to purchase non-driving related goods

Just as the phone is no longer used merely for telephone calls, the car increasingly often plays additional roles. Listening to music from the Internet or streaming videos by passengers (or by the driver, when the car is parked) is completely normal today. Soon we can expect that shopping from the driver's seat will also become the order of the day. And not necessarily only shopping for goods related to mobility and the car.

8. Usage-based tolling and taxation

Each road user and road infrastructure is subject to the same tax obligations and fees. Meanwhile, modern technology allows us to monitor how we use the infrastructure and how often we do it. There is an extensive group of drivers who could save a lot by sharing this type of data with road management.

9. „Gamified” / social like driving experience

“Tell me and I will forget, show me and I may remember; involve me and I will understand.” - Confucius said over 2,500 years ago, and nothing has changed since. Having fun, competing with friends, and having personal experience are still the strongest incentives for us to take new action. It also relates to our purchases.

10. Fleet management solution

Managing a fleet of vehicles, each in different locations, driven by a different driver, and carrying a different load is a real challenge. Unless the entire fleet is managed using one central platform that collects data from individual vehicles. Then everything is close at hand.

11. In-car hot-spot

Mobile internet onboard? Not only the driver who can update necessary data and stay in touch with the base (in the case of a fleet vehicle) will benefit, but also the passengers. In-car hot-spot is an ideal product for companies from the telecom industry, travel companies, insurers, and fleets.

Tailored advertising

12. Predictive maintenance

Advertising is not scared of any medium and, like a chameleon, it adjusts to the environment in which it appears. A car that, just like a smartphone, gets new functions every now and then, becomes an ideal place for such activities. Especially those messages that help drivers predict possible breakdowns and remind them about the upcoming service or oil change are highly appreciated.

13. Targeted advertisements and promotions

Apart from targeting advertisements in terms of the needs related to the vehicle operation, advertisers can also select ads based on who and where is driving the car, the driver's age, gender, or interests. Of course, the accuracy of targeting depends on the amount of data that can be obtained from the vehicle user. Drivers can therefore see displayed ads based on their current and past behavior and linked to the businesses and places featured on their route.

Selling data

 Gathering vehicle data and selling it to third parties ? We only mention this point because, being experts, we feel it is our duty. As the previous and subsequent use cases show, there are many more creative ways, approved by drivers, that will allow them to benefit from car data.

2. Reducing costs

Data is a mine of information. Companies from the automotive industry can earn money not only by selling new products but also by enhancing existing solutions, reducing R&D costs, or offering cheaper services to users. Potentially, not only producers but also end users can benefit from data acquisition.

R&D and material costs reduction

14. Warranty costs reduction

Every year, companies from the automotive industry spend huge amounts of money on user warranty services. Data on how the vehicle is used, or what breaks down the most often can not only improve the service process itself and increase consumer satisfaction but also help make real savings in companies. Based on the analyzed information, it is possible to more precisely select the scope of warranty and its duration and even adjust it to specific users.

15. Traffic data based retail footprint and stock level optimization

By using advanced geospatial analysis, traditional stores and malls are capable of locating heavy-traffic areas. Wherever the number of vehicles and the frequency of trips increases, there is a potential for greater sales. It is also easier to plan and adjust the stock, expecting potential consumer interest. Companies from the automotive industry, which have data from vehicles, are a natural business partner for this submarket.

16. Data feedback based R&D optimization

Regardless of the sector in which we operate, the R&D department cannot exist without market feedback, looking for new trends and insights. In the automotive industry, continuous product optimization is the key to success. Data provided by managers is a constant source of inspiration and optimization that can contribute to a company's market position. Of course, provided that they are properly analyzed and used for new products.

Customers cost reduction

17. Usage-based insurance PAYD / PHYD

Switching from an insurance based on accident history to insurance based on date, time, and actual driving style? The advantages for the insurer do not need any explanation. For drivers who travel safely on the road and have nothing to be ashamed of,  pay as you drive (PAYD) or  pay how you drive (PHYD) insurance certainly has unquestionable benefits and is worth sacrificing a bit of privacy.

18. Driving style suggestions

Do you want to know how to drive more economically? How to adjust the speed to the road conditions or shorten the travel time? Systems installed in connected cars will be happy to help you with this. All you have to do is share information about how you are getting on behind the wheel.

19. E-hailing

24/7 availability, the possibility to order a ride from a location where there are no traditional taxis, the ease of paying via a mobile application. There are many advantages to using the services of brands such as Uber or Lyft. Although no one heard about these companies a few years ago, today  they set trends related to our mobility . All due to the skillful use of data and the creation of a business model based on the driver and passenger benefit.

20. Carpooling

Fuel economy and pro-ecological trends increasingly contribute to our conscious use of vehicles. Instead of driving alone, we share travel costs increasingly often and invite other people to travel with us. The creation of applications and infrastructure based on consumer data, which will facilitate driver and passengers recognition, is an ideal model for companies from the automotive industry.

21. P2P car sharing

Your car is parked in the garage because you cycle daily or use public transport? Rent it to other drivers via the  peer-to-peer platform and earn money. Of course, the company behind the mentioned application that connects both parties will also earn a few bobs on it, as that's what its business model is all about.

22. Trucks platooning

Connecting vehicles into convoys has existed as long as traffic. However, today's technology and data flow offer additional benefits. Trucks platooning is the creation of a convoy using communication technology and automated driving assistance systems. In such a convoy, one of the cars is the "leader", and the rest adapt to its actions, requiring no or little action from the drivers. Advantages for companies organizing a convoy? Lower Co2 emissions (up to 16% from the trailing vehicles and by up to 8% from the lead vehicle), better road safety, saving drivers time, and getting tasks done faster.

Improved customer satisfaction

23. Early recall detection and software updates

The data received from the vehicle enables early detection of faults and prevents unnecessary problems on the road, and even more - it allows to repair them remotely in the OTA (over-the-air) model. Thanks to such amenities, the driver does not have to download the required software or visit their authorized dealer in person to repair the vehicle.

3. Increasing safety and security

24. Driver’s condition monitoring service

Drowsiness and fatigue are some of the most common factors contributing to road accidents. Thanks to driver monitoring systems in the form of infrared sensors and a camera integrated into the steering wheel, the vehicle can warn the driver in advance and recognize symptoms that could lead to an accident or falling asleep at the wheel. This is one of the amenities that drivers most often agree on when it comes to sharing vehicle data.

25. Improved road/infrastructure maintenance and design

Analyzing data from vehicles can help both the drivers themselves and the road service. For instance, when cars regularly skid at some point - which is detected by ESP / ABS systems, road workers can introduce certain speed limits or improve the road profile. This type of data is also useful in planning road repairs when the renovation needs to be planned during less traffic volume.

26. Breakdown call service

Tyre pressure monitoring, battery and engine condition, fuel level, and electricity drops in the vehicle. Monitoring such data can prevent more than one accident, and should it happen, it helps the driver overcome the obstacles much faster. When roadside assistance knows where the driver is and what exactly happened to the car, it can react much faster or instruct the driver how to fix the problem.

27. Emergency call service

Data from connected cars can save not only our holidays but also our lives. When every second counts and the driver or other road users cannot call an ambulance or fire brigade,  the connected car will do it for them. Thanks to the emergency call service option, the vehicle sends information about the location of the vehicle and its status to the appropriate services.

28. Road laws monitoring on enforcement

 Data collected from vehicles - especially on a large scale - can tell a lot about the way a given group drives or about the compliance with the rules of the road. Providing data from your own vehicle to the traffic law monitoring services can improve our habits, reduce the number of road hogs and drunk drivers, and help adjust the law to new conditions.

Crucial factors in data monetization

The data stream generated by vehicles will increase year by year. In order to be well prepared for the monetization of this information and not to miss the opportunities for the automotive industry for additional sources of income, it is crucial to take care of several key issues.

•     First of all    : find a steadfast IT partner with experience in the field, who will supplement the competencies of the OEM with cloud solutions, AI, and building platforms based on data monitoring and analysis.
•     Secondly    : constantly create and test car products and services based on real needs and amenities for customers - which is inherently related to the next point.
•     Thirdly    : create an open policy for the management of customers’ data that rules out trading in confidential information or unclear or misleading regulations of data use.

Only the development of a business strategy based on all these assumptions can bring real benefits and help stand out from the competitors.

As you can see, this is not a simple and quick process to implement, as many entities are involved in it, and various interest groups may clash. So, is the game worth the candle? The answer is in the stories of telephone companies that used to believe that the telephone should only be used for making calls, and it did not have to be smart.

Whether we like it or not, vehicles are changing right before our very eyes and are increasingly often used not only for getting from A to B. People who do not understand it and do not see the opportunities facing  the automotive industry may soon share the fate of the mobile giants from over a dozen years ago.

 When talking about data monetization in the automotive industry, we tend to focus on technology, safety, sensors, or cloud solutions. However, all these elements fade when confronted with the ultimate element - the driver of the vehicle. Without taking into account their needs and expectations, there can be no question of generating revenue. Any vehicle data monetization strategy must be mindful of this.

We can fine-tune the system, we can find exceptional partners to implement the software in the vehicle, but without a deep understanding of the vehicle user, no one will benefit from the solutions developed. Our organization will put a considerable amount of effort into building the team and implementing the technology, but the new vehicle features will not be used by the driver.

For this to happen, we need two factors: a value proposition of the brand- which explains clearly and transparently what the user will get out of it, and a coherent action strategy based on a market-back methodology that stems from specific market needs and allow us to develop services that are desired by the customer.

What benefits do customers most often look for in a software-defined vehicle?

Remember that just because people want to use a service, it doesn't mean that they will pay for it. What matters here is not just the benefit, but also the way it is presented, the user experience, and the pricing model. Only the combination of all these elements determines the success of the service. First of all, it is worth focusing on the benefits themselves and only then selecting the right technology to match them.

What are users willing to actually pay for and what are they willing to share only? Many studies indicate that the main factor motivating consumers to share data is gamification and rivalry - this aspect has not changed for years, as we can see for example in social media or e.g. "free" applications, which from time to time appear on the market, gather millions of interested users and vanish in no time. However, when it comes to paying for such "services", users are not so willing to use them.

In vehicles, it looks slightly different. Capgemini's research shows that the connected car services that are most popular with consumers are those related to the "core" functionality of vehicles, such as:

•     safety,  
•     driving comfort,  
•     time saving  
•     reduction of vehicle operating costs.  

Among them, however, the services that are most willingly paid for are:

•     hazard warning,  
•     collision warning,  
•     theft detection systems / vehicle finder.  

Of course, just because entertainment or gamification isn't on the list doesn't mean that automotive companies should avoid them. It's also a way to distinguish and find their own individual voice that corresponds to the broad brand strategy and allows them to stand out in the market. It's about the way they are served, presented to the consumer, and showing that they can actually derive real benefit from them.

It also works the opposite way. Simply creating a "hazard warning" service in a connected car does not immediately guarantee success. It still needs to be packaged properly, run smoothly, and be provided with a payment model that suits the consumer.

Examples of customized connected car services

In-vehicle ads based on navigation and user experience

Is it possible that a driver will like the ads that will be displayed in the car? If we adopt the message to their needs and preferences, in all likelihood, it is. For example, if we often go to McDonald’s, the navigation system can mark such places on our route. We have our favorite clothing brand, right? We will certainly react differently to a sale offer in a shopping mall we just happen to be driving past. The context of shopping and the consumer’s needs are decisive, and the software-defined vehicle is perfectly suited to ensuring that the advertising message is 100% tailored to the driver.

Contextual payments

Removing barriers to shopping and being able to buy everything everywhere is a popular trend in modern commerce. In a vehicle where the driver is focused on the road and has their hands full, such a service makes even more sense. With the development of voice assistants, drivers will be able to pay this way not only for fuel or tolls but also for purchases beyond typical vehicle-related payments. Voice shopping on the way back home from work, instead of looking for a parking space in front of the mall and returning in traffic jams in the evening? Why not?

Sharing information about driver behaviour

Sharing data about the way we drive may not appeal to everyone. But if in return for sharing this information, a company gives us a huge discount on our car insurance or a super attractive leasing offer, then things may take a totally different turn. In cooperation with an insurance company or a bank, such services become a specific bargaining chip the OEM can play with when dealing with the driver.

Manufacturer's connected car applications

Saving money on car maintenance and taking care of the overall condition of the car is a benefit that most drivers will appreciate. A practical and thoughtful manufacturer app that warns of potential breakdowns, component replacements, or servicing will allow the user to enjoy a well-functioning vehicle for longer and sell it at a higher profit. In this way, the OEM gets the driver used to have the vehicle repaired at an authorized service center, and the user, due to the loyalty shown to the brand, can expect future discounts and lucrative offers.

Practical use of telemetry

Sharing telemetry data may seem profitable only to OEMs - after all, as they draw better conclusions based on the collected information and save on R&D processes. However, it is important for companies to make vehicle users aware of the benefits of such services, as well. After all, driving style data can be used to suggest solutions that improve road safety, work on fuel efficiency or reduce overall vehicle operating costs. In each of these cases, the winner is the driver. Example? When a vehicle frequently skids and triggers the ESP/TC system, the system can suggest that the driver should get better tyres (by a specific brand, of course).

Unlocking extra features on the subscription model

Paying for heated seats, just to use them for three months a year, may not be worthwhile for everyone. Well-known to us from streaming portals, the subscription model definitely meets the users’ needs. The customers themselves choose which functionalities they want to pay for and over what period of time. The OEM only has to take care of the right vehicle software that will enable that. And, of course, be careful not to alienate those customers who see this as "yet another" way to squeeze additional payments out of them. That’s how manufacturers can provide both functionalities directly related to the vehicle itself - e.g. better lights or engine boost - as well as those associated with in-car entertainment providers such as Spotify or Apple CarPlay.

What can be done to make the user more eager to pay for data monetization services?

A well-thought-out user experience is essential

In today's digital world, UX and mobile-friendly approaches decide whether a service is viable. If the product is presented in an unclear and incomprehensible way, and it is difficult for the user to find the desired options - they will not use it. The size and color of buttons, the messages displayed, the stability of the application - all of the above is of paramount importance and determine the popularity of the product. Keeping in mind the latest trends, mapping the market, and adapting to consumer trends is necessary to offer the vehicle user service of the quality known to them from e-commerce or their own AppStore.

UX itself is not only a practical tool that helps better track consumer behavior and how they use the service, but also a constant theme to promote and boost brand interest. Does Apple really need to upgrade iOS every year and does Instagram have to offer users a new feed layout every quarter? The answer is obvious. It's simply profitable for the brand.

Start with anonymized data

When creating a strategy for in-vehicle data monetization efforts, it's a good idea to start by developing services that don't require the sharing of personal data. A lower "pain threshold" will make it quicker for the user to learn the benefits of the system and how convenient or useful the service can be. Thus, it will be easier to convince people to use products that require more openness to data sharing. And this may be the next step in the implementation of technological solutions.

Focus on heavy-vehicle users

People who spend most of their day in the car or drive long and demanding routes happily embrace any technical innovations designed to make driving easier and safer for them. It is this group that should be targeted at the beginning of developing your own data monetization model.

Minimizing risks and accurately selecting the group will not solve all challenges, but it will increase the chance of success and help gain a new, loyal group of consumers who will help transfer the technology to other users.

Last, but not least: a flexible payment model

Convenience should accompany the user at every stage of the use of a new service. Not only when it is most beneficial to the user, but also when it is easiest for the user to give it up: whilst paying for the next billing period.

It is worth taking care of the flexibility of the payment model (e.g. one-off payment, freemium model, annual or monthly settlement), adjusting it to the user's needs and not hindering payments.

The smoother and more tailored to the user's needs the whole process of interacting with the service is - from understanding the need to using it to making payments - the greater the chance that the stream of data flowing from a given vehicle will not dry up after a short period of use (read: being frustrated using an underdeveloped product for the first time).

Let's remember that data monetization can succeed provided that it really understands the user, is fair and transparent to them and focuses on user experience. If we didn't have time to get to know the customer's needs, why should they waste their time on services they don't understand and don't need?