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Date: 08-09-14

OEM embedded telematics systems to grow at a CAGR of 30.6%

Berg Insight reported the shipments of OEM embedded telematics systems worldwide are forecasted to grow from 8.4 million units in 2013 at a compound annual growth rate (CAGR) of 30.6 percent to reach 54.5 million units in 2020.

Berg Insight forecasts that the number of cars sold worldwide equipped with head-units featuring handset-based telematics capabilities will grow from 7.0 million in 2013 to 68.5 million in 2020.

Berg Insight’s definition of a car telematics system is an automatic system designed for passenger cars that incorporates some form of cellular communication.

Berg explains "Automotive manufacturers can choose between several connectivity options when creating connected car services, which are not mutually exclusive. The main options today are embedded telematics devices, tethered handsets and integrated smartphones. Car manufacturers often use a combination of these options to support different customer needs and keep pace with the rapid development of mobile technology."

Other findings by Berg Insight includes:

Berg Insight forecasts that the number of telematics service subscribers using embedded systems will grow at a compound annual growth rate of 38.1 percent from 16.6 million subscribers in 2013 to 158.9 million subscribers in 2020.

“A key factor that influences the growth in active subscribers is the length of the free trial period included in the price of new cars”, said André Malm, Senior Analyst, Berg Insight. He adds that the free period now typically ranges from 6–12 months in the case of Chrysler, GM, Mercedes-Benz, Toyota and Volkswagen to 3 years for Hyundai and 10 years for BMW. “Renewal rates for telematics subscriptions after the free period expires are presently relatively low”.

However, car brands are now launching cloud-based telematics services that facilitate customisation of service packages to better meet the needs of individual customers. Several car manufacturers have app stores that enable car owners to download apps directly to the infotainment system of the car. “New split-billing solutions being introduced by telecom operators also increase flexibility in business models for car manufacturers offering connected car services to their customers”, said Mr Malm. Split-billing can for example enable car manufacturers to bundle services such as eCall, roadside assistance and diagnostics for the lifetime of the car, while high bandwidth applications like infotainment and car hotspot features are billed separately.

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