In-vehicle system war: BAT on the left, Huawei and Xiaomi on the right


The picture comes from Canva can draw

In recent years, with the popularity of the smart car industry, the domestic vehicle system market has also ushered in rapid development. In-vehicle systems have brought a lot of convenience to people’s daily life by virtue of their wide application in voice interaction, navigation route planning, and audio-visual entertainment.

With the development of AI and 5G communication technologies, the functions of in-vehicle system products are becoming more and more diverse. For example, the in-vehicle system products currently in the market already have many new functions such as collision avoidance warning, lane departure warning system, and tire pressure monitoring device. The advancement of these technology applications has also promoted the development of the entire vehicle market. Mobile phone manufacturers who saw business opportunities have made efforts in the market to challenge the Internet companies that entered the market earlier. Internet giants preempt the domestic in-vehicle system market, and Internet companies are the first to deploy. As early as April 2014, Baidu released its intelligent connected vehicle system CarNet, and Alibaba and Tencent also released their own vehicle system products.

After several strategic upgrades, Baidu’s in-vehicle products have been upgraded to the CarLife+ system. This system not only connects to entertainment resources such as QQ Music, NetEase Cloud Music, and Himalaya FM, but also provides users with system services such as map navigation, phone calls, and assisted driving. ; Tencent’s All in Car in-vehicle system uses the car as a new media terminal and integrates audio-visual, video, IP and other service systems to provide users with intelligent voice, scene services, content, social networking, and operational value-added services.

Ali’s layout in the field of in-vehicle systems is based on AliOS, which integrates the positioning function of AutoNavi Maps and Ali’s ecosystem in the fields of e-commerce, payment, and entertainment to provide users with a variety of convenient services. For example, the in-vehicle system jointly launched by Ali and Shell and other car service companies can provide users with online payment services such as smart fueling and parking. After years of accumulation, BAT, which took the lead in deploying in the field of in-vehicle systems, has entered the stage of expanding the market. For example, Alibaba and Tencent have cooperated with Audi, Hyundai Motor and other car companies to prepare for their further market opening.

From the layout of BAT, the three companies attach great importance to the research and development of in-vehicle OS. Behind BAT’s scramble to enter the market, it has nothing to do with the diverse commercial value that the in-vehicle system can provide. First of all, driven by technology, the market size of in-vehicle OS is expanding, which makes it possible for BAT to expand new revenue channels. According to McKinsey survey data, the global smart car market will exceed 1.9 trillion US dollars in 2025, of which 60% of the business value comes from software. Secondly, as an important means of transportation, automobiles have a strong value-added service value. For example, car entertainment, navigation, fueling and other services have brought new opportunities for BAT to expand new business models.

Mobile phone manufacturers make efforts later While Internet companies are in full swing to expand the market, domestic mobile phone manufacturers have also begun to enter the field of in-vehicle systems. In April this year, Huawei announced that its HiCar in-vehicle OS has entered the final debugging stage, vivo also released its own in-vehicle system Jovi in ​​November, and Xiaomi also cooperated with Mercedes-Benz to launch its own in-vehicle OS.

From the perspective of the application functions of in-vehicle OS products, Huawei’s HiCar system not only integrates various service application products such as Kugou, Baidu Maps, and Himalaya, but also joins the linkage function of AIOT products such as smartphones, smart watches, bracelets, and speakers. , which can provide users with multi-terminal car-machine non-inductive connection, one-key remote control of the home in the car and other services. The Jovi in-vehicle system released by vivo can answer calls, voice navigation, listen to songs, and control the operation of IOT devices through the Jovi voice assistant. At the same time, this in-vehicle system can also Display important information such as user calls and WeChat; Xiaomi is also developing an in-vehicle system with smart home interaction functions. Compared with BAT, the layout of Xiaomi, Huawei, and vivo in the field of in-vehicle systems pays more attention to the linkage function of the AIOT ecosystem, which can be seen from the functions of the three in-vehicle OS products.

For example, the in-vehicle OS products of Huawei and vivo support the linkage function with smartphones, and this is the advantage of mobile phone manufacturers entering the market. As an important entry point for smart homes, smartphones have the advantage of high-frequency use, which can help mobile phone manufacturers in the layout of in-vehicle systems. With the support of this advantage, mobile phone manufacturers naturally have considerable competitiveness in the domestic vehicle system market. In addition, the AIOT ecological value of in-vehicle OS is also of great significance to mobile phone manufacturers. For example, the linkage function of in-vehicle OS is of great help to mobile phone manufacturers to further open up the market for products such as smart speakers and smart headphones. Each focuses on the layout of the in-vehicle OS field. Mobile phone manufacturers focus on expanding the AIOT ecosystem, while Internet companies focus on expanding their own business ecosystems. This shows that the two types of companies have different layouts in the in-vehicle system market.

First of all, in terms of ecology, Internet companies gradually expand their commercial services such as payment, entertainment, and positioning with the help of in-vehicle systems, which are intended to expand new business models; while mobile phone manufacturers focus on the linkage function of in-vehicle OS to open AIOT Ecology to drive the sales of peripheral products. Secondly, in terms of service functions, the in-vehicle system products launched by mobile phone manufacturers and BAT all have service functions such as voice service, audio and video, and positioning; but BAT’s products focus more on life service functions such as smart fueling and audio and video, while mobile phone manufacturers mainly focus on Mobile phone linkage unlocking, remote control and other functions provide users with a better experience.

Finally, in terms of strategic significance, companies in the two fields are also quite different. For BAT, entering the field of in-vehicle system is to integrate its own ecology into it, thereby bringing new vitality to the old business; while the layout of mobile phone manufacturers is more to expand the boundaries of AIOT ecology, and in-vehicle OS is to open up AIOT. Another key to the gate. As the domestic Internet market becomes more and more mature, it is more difficult for BAT to find new growth points. The strategic significance of the in-vehicle system with unlimited potential to Internet companies is self-evident. Therefore, it can integrate its own business ecology into the booming automotive OS market, which is very important to BAT. language becomes more important. For mobile phone manufacturers, although in-vehicle OS is an important entry point for the AIOT ecosystem, mobile phone manufacturers still have more options.

Where will the car OS go in the future? As mobile phone manufacturers frequently make efforts in the in-vehicle OS market, Internet companies with first-mover advantages will also face new challenges. For example, compared with mobile phone manufacturers, BAT has many years of market accumulation and service ecology advantages in the field of in-vehicle OS, while mobile phone manufacturers have the advantage of AIOT ecological linkage, which can bring users a better service experience.

From this point of view, the advantages of the two types of enterprises are clearly different. For users, the linkage function, entertainment, life services and other functions of smartphones and in-vehicle OS can bring them various conveniences. Therefore, in-vehicle OS products with these functions at the same time are more popular with users. Therefore, expanding the service boundaries of their respective in-vehicle OS products has become a new direction for Internet manufacturers and mobile phone manufacturers. For example, Tencent has added new service functions such as multi-mode human-computer interaction and automatic wake-up in the newly upgraded All in Car system, and Huawei has also cooperated with APP providers such as Kugou and Yunting to expand the entertainment services of its own products. From this point of view, companies in these two fields will inevitably generate friction in the process of expanding product boundaries in the future.

However, the recent strong alliance between vivo and Baidu has provided new solutions for enterprises that want to expand their service boundaries, that is, there is not only business competition between the two types of enterprises, but also the possibility of cooperation. From the perspective of the industry as a whole, no matter how these two types of companies expand the market in the future, this market atmosphere of coexistence of competition and cooperation will have a positive impact on promoting the healthy development of the industry and the market.

The Links:   LQ14D311 LM64P101R NEC-LCD