For years now, automakers have built optional features into packages of hardware and software that have been installed into the vehicle as a final step in production. A variety of “trim levels” could be offered with different selections of infotainment systems, climate controls, suspension settings and rain sensors and windshield wiper controls, which quickly became integral parts of the vehicle lifestyle embraced by consumers. As time progressed, OEMs standardized and incorporated additional features such as power steering, cruise control, airbags, anti-lock braking systems, and cameras, further enriching the consumer experience.
However, the traditional model of purchasing vehicles with built-in packages of features is becoming outdated. Modern consumers increasingly prefer to make selections tailored to their immediate needs or preferences. This shift in consumer behavior has given rise to a new automotive concept known as "Features on Demand," allowing vehicle owners to purchase or subscribe to specific features and activate or deactivate them at will.
Feature on Demand allows vehicle owners to choose and activate specific features or upgrades in their vehicles post-purchase, often through software updates or additional hardware installations. This shift from static configurations to dynamic customization empowers consumers with greater control over their vehicle experience. Whether it's upgrading to advanced driver-assistance systems (ADAS), unlocking performance enhancements, or accessing new entertainment options, Feature on Demand provides flexibility akin to app stores in smartphones.
Personalization: Consumers can tailor their vehicles to suit their preferences and evolving needs without committing to all options upfront.
Cost Efficiency: More cost-effective than purchasing fully loaded trim levels. Consumers can take advantage of lower initial purchase prices, and then add the features they want as they choose and as their budget allows.
Future-Proofing: Ensures vehicles remain relevant and competitive in the market. Vehicle owners can update their vehicles with the latest innovations without having to replace their entire vehicle.
Flexibility: A well constructed Features on Demand platform can not only add new features as desired but also remove old features as the consumers' interests change. Economy packages could be exchanged for performance packages or luxury packages over time.
Market Differentiation: Makes OEMs very competitive. It appeals to tech-savvy consumers who value customization and innovation, potentially attracting new customer segments.
Revenue Streams: Creates revenue opportunities through subscription models or one-time purchases of premium features. This recurring revenue can contribute to profitability.
Rapid Product Development: Automakers can introduce new features and technologies faster by decoupling them from traditional manufacturing cycles. Software updates enable swift deployment of upgrades.
Continued engagement with customer: Features on Demand fosters an on-going relationship between the OEM and the customer. This continuous engagement enhances brand presence and loyalty, which can lead to higher repeat purchase rates for the same vehicle brand.
eSync from Excelfore is a proven software OTA update bi-directional data pipeline that can deliver software updates to remote vehicles - safely, securely, and reliably. By design, eSync is agnostic of the payload - and can deliver not only software updates but also configuration data, commands and control messages to name a few.
Excelfore identified that there are fundamentally two blocks needed to realise FoD, as shown below:
The eSync Server from Excelfore provides all core functional blocks, along with an application programming interface (API) for seamless integration with third-party services such as payment gateways and subscription management systems. Additionally, the eSync Server supports custom approval workflows, enabling OEMs to introduce additional layers of security.
The eSync Client and eSync Agent(s) within the vehicle include the necessary functional blocks to enable (or disable) new configuration updates from the eSync Server. This can involve activating a feature that a user has subscribed to or deactivating a feature due to the non-renewal of the subscription by the vehicle owner.
Over-the-Air Updates: To install or activate (or remove or deactivate) features in software, the vehicle communicates with the eSync Server to receive over-the-air (OTA) updates. This allows for convenient and remote management of the features.
Software Activation: Modern vehicles come equipped with various pre-installed features and functionalities that may not be activated by default. These features could include advanced driver assistance systems (ADAS), infotainment options, navigation services, performance enhancements, or comfort features.
Subscription-Based or Pay-Per-Use Model: Vehicle manufacturers or service providers offer these additional features to vehicle owners on a subscription basis or a pay-per-use model. Vehicle owners can choose to activate these features for a specific period or only when they need them.
Flexibility and Personalization: Features on demand provide vehicle owners with greater flexibility and personalization options. They can tailor their vehicle's capabilities to their specific needs or preferences, which is particularly appealing in today's rapidly changing technology landscape.
Monetization: For automakers and service providers, features on demand represent a potential revenue stream. They can offer premium features or services as add-ons, generating additional income beyond the initial vehicle sale.
Enhanced Customer Experience: This approach enhances the overall customer experience by allowing owners to access the latest features and technologies without needing to purchase a new vehicle. It also enables manufacturers to continuously improve and update their products.
Examples of features that could be offered on demand include advanced driver-assistance systems, adaptive cruise control, lane-keeping assistance, parking assistance, high-quality infotainment services, premium sound systems, and more.
OEMs must install edge devices (with future proof hardware and feature rich software) that collectively offer various features and functions within the vehicle. These features can be controlled and updated via eSync OTA configuration updates, ensuring a flexible and dynamic vehicle feature set. By deploying the eSync OTA software update bi-directional data pipeline, OEMs can integrate with their choice of payment gateways and subscription management systems, defining plans and pricing for features. They can roll out new features to vehicle owners through the cloud-supported notification and reporting module and OEM-driven mobile apps. The seamless integration of all associated modules by eSync ensures a harmonious flow, enabling OEMs to effectively realize Features on Demand.
Conclusion
Overall, features on demand make vehicles more adaptable, customizable, and responsive to the changing needs and preferences of their owners. They also offer new business opportunities for automakers and service providers. eSync from Excelfore plays a crucial role in realizing the Features on Demand functionality for OEMs—securely, safely, and reliably.