ICT zadecyduje o rozwoju motoryzacji
Menedżerowie firm motoryzacyjnych uważają, że za sprawą cyfryzacji nastąpi znacząca zmiana modelu biznesowego tej branży. W istotny sposób zwiększy się zapotrzebowanie na rozwiązania z sektora ICT.

Jak wynika z badania „Global Automotive Executive Survey 2017”, przeprowadzonego przez KPMG International, 85 proc. menedżerów jest przekonanych, że sama produkcja samochodów nie będzie już stanowić najważniejszego źródła dochodów branży motoryzacyjnej. W przyszłości coraz większe zyski będą pochodzić z rozwijania cyfrowych ekosystemów pojazdów niż z samej sprzedaży aut.
W związku z tym nieaktualny staje się model mierzenia udziału rynkowego na podstawie liczby sprzedanych sztuk samochodów. Kluczowe znaczenie dla generowania przychodów dla firm motoryzacyjnych będzie miała, zdaniem respondentów KPMG, możliwość łączenia się pojazdów z cyfrowym otoczeniem. Zdecydowana większość menedżerów twierdzi, że jedno auto podłączone do świata cyfrowego może generować większe przychody w całym cyklu swojego życia niż dziesięć pojazdów „odciętych” od wirtualnego środowiska.
„Nowy system połączy wszystkich uczestników rynku, od klientów, poprzez firmy ICT, aż do tradycyjnych dostawców części i podzespołów. Dokonująca się rewolucja, której jesteśmy świadkami, zmieni łańcuch wartości w branży motoryzacyjnej, jednak nie jesteśmy jeszcze w stanie stwierdzić, kto jakie miejsce w nim zajmie. Na dłuższą metę na rynku utrzymają się tylko ci gracze, którzy będą dominować zarówno w kwestii ilości klientów, jak i w zdolności zbierania i analizowania związanych z nimi danych” – ocenia Mirosław Michna, partner w dziale doradztwa podatkowego, szef zespołu doradców dla branży motoryzacyjnej w KPMG w Polsce. Jego zdaniem, sukces producentów samochodowych nie będzie już oceniany wyłącznie na podstawie ilości sprzedanych samochodów, ale również na podstawie wartości klienta w całym cyklu życia danego produktu.
Z raportu KPMG wynika również, że w wyniku cyfrowej rewolucji do 2025 roku 50 proc. indywidualnych użytkowników samochodów nie będzie chciało być ich właścicielami. Cyfryzacja spowoduje lepsze wykorzystanie zasobów i efektywniejszy sposób użycia samochodu, co doprowadzi do spadku sprzedaży aut. Ponadto branża motoryzacyjna będzie musiała się zmierzyć z konkurencją ze strony nowych graczy na rynku. 82 proc. menedżerów z koncernów motoryzacyjnych twierdzi, że do 2020 roku jedna z firm z Doliny Krzemowej wyprodukuje swój autorski samochód.
Preferowanym przez branżę motoryzacyjną nowym modelem działania będzie połączenie produkcji samochodów z uruchomieniem własnych platform cyfrowych, by oferować klientowi szereg usług w czasie całego życia produktu. Co czwarty ankietowany menedżer jest jednak w stanie wyobrazić sobie sytuację, że firmy samochodowe będą jedynie producentami aut na zlecenie firm ICT, które będą zarządzać relacjami z klientem.
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Zaatakowano prawie 70 proc. polskich firm
Brakuje specjalistów, pieniędzy, kuleje zarządzanie cyberbezpieczeństwem - eksperci wskazują bolączki polskich biznesów.
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