FACE THE CHANGE Connect with Consumers “A digital trend must make sense. I don’t go along with every marketing gag.” The big ecosystem To take account of the transition in the automotive industry, all brands in the Volkswagen Group will sooner or later offer their customers platform solutions. Although the positioning will vary, all of these platforms will be based on the idea of an overarching system architecture. What features belong to an ecosystem? User ID The user ID is the log-in, the digital fingerprint, the unique code that gives a customer access to the ecosystem. And you do not need to buy a car from Volkswagen to be issued with a user ID. The goal for the future: an ID for every brand in the Group. Digital key Anyone with a user ID can use one – or several – digital key(s) via a smartphone. There are many situations where that not only comes in very handy, but also brings with it convenient additional functions. You want to lend your car to someone? You want the trunk to be opened to take delivery of something? Everything is possible – uncomplicated and mobile. on digital markets may be, no online customer is willing to accept product boundaries that are too rigid. The brands must be aware of who they are and what they are, but they also need to stay compatible with the outside world. We Deliver passed the demanding beta test on this particular afternoon. The message that the courier had found the car and delivered the sneakers came while Gufeng was still jogging. “No matter how many times it works, it’s still exciting,” Gufeng says when he shows Dijana the parcel once he has arrived back home. “Flexibility is the most important thing for us. It’s how we can optimize our daily lives. That’s what makes digitalization so valuable.” Reliable and close to people – that was part of Volkswagen’s DNA in the analog age, and will likely be the best possible motto in the digital ecosystem of the future, too. MORE ABOUT THIS ONLINE: Our video at annualreport2017.volkswagenag.com Vehicle settings Personalization via user ID can turn a strange car into your own vehicle at the swipe of a smartphone. Infotainment system settings, seat position, heating and ambient lighting configurations – all just the way you like them in the other car thanks to the ecosystem. Vehicle features In the future it will also be possible to purchase and manage additional functions and special features for mobile use via the ecosystem accounts. That makes it easy to transfer certain assistance systems, infotainment content, and apps to other models in the Group portfolio. Digital services External ecosystem networking begins when external services become involved. The new Volkswagen We services are a good example. The We Park app is vehicle independent, We Deliver is an interface with cooperation partners. And the future has only just begun. 43
46 Publizr Home