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http://dx.doi.org/10.5762/KAIS.2017.18.10.274

The Strategic Positioning of Platform Providers and Automotive Manufacturers in the Forthcoming Smart-car Market  

Hyun, Jae Hoon (Division of Global Business and Technology, Hankuk University of Foreign Studies)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.10, 2017 , pp. 274-280 More about this Journal
Abstract
The smart-car industry has emerged as the important variable that will decide the future industrial contour of the automotive industry, together with commercialization of electronic vehicles, connected cars, infotainment, telematics, and the autonomous/self-driving car. This study analyzes the strategic position of platform companies and car manufacturers that would determine the future of the smart-car market. The findings of this study show that despite the entry barriers in industrial factors, such as economies of scale, the industrial infrastructure, and global production networks, and technical factors like exclusive head-sector information, car manufacturers may be deprived of their industrial leadership by platform companies with map and user data, big data capabilities, and user interface experience if they lag behind ICT innovation. This insight is based on the emerging importance of software and platforms, and the simplification of car structures, proven by the successful commercialization of electronic vehicles. This study complements existing studies mainly focused on technical aspects of the smart-car industry by examining the strategic dimensions of platform companies and their approach to the future smart-car market by comparing them with existing car manufacturing multinationals.
Keywords
Smart-car; Connected car; Infotainment; Autonomous car; Strategic alliance; Strategic Positioning; OAA; Car play;
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