INNOVATING THE FUTURE OF MOBILITY

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1 INNOVATING THE FUTURE OF MOBILITY Becoming a Phy-gital Dealer September 1, 2017 Madhu Nutakki, Chief Digital Officer DRAFT

2 2 THE FUTURE OF MOBILITY

3 QUESTIONS FOR PHY-GITAL" DEALERS 1 What is mobility today? 2 Who are our customers? 3 What is mobility tomorrow? 4 How do we accelerate from today to tomorrow? 3

4 WHAT IS MOBILITY TODAY? A digital experience made of several integrated engagement channels that empowers customers to do what they want anywhere, anytime Mobile Websites Mobile Apps Wearable Devices In-Vehicle Infotainment (ACMS) 3rd Party Platforms (incl. Social) Developer Toolkits Which car is best? Is it right for me? Can I afford it? Where should I buy? 70% of shoppers enter the market unsure of which car to buy 82% of shoppers go online to research before purchasing a car 36% of mobile on-the-lot researchers searched for offers and deals 1 in 3 shoppers use their smartphone at a dealer to locate another dealer Source: Google / TNS Global Auto Shopper Study,

5 MOBILE ENGAGEMENT CHANNELS Mobile Websites Websites designed for an optimal mobile experience (e.g. Responsive Web) Mobile Apps Downloadable devicenative experiences that are available both online and offline Wearable Devices At-a-glance devices for simple interactions and visualization of customer biometric data In-Vehicle Infotainment Touchscreens and other media technology that make driving a digital experience (ACMS) 3rd Party Platforms Platforms that reach customers where they are already browsing, messaging, and buying Developer Toolkits Shared data, guidelines, and tools to encourage external developers to build mobile experiences 5

6 CONNECTED CUSTOMER Customers expect to manage their lives across multiple channels. How can mobile and non-mobile channels connect to create a seamless customer experience? EXPERIENCES ILLUSTRATIVE CUSTOMER JOURNEYS Searching on mobile web In-depth desktop research Ordering at a dealership Registering for a mobile app Adjusting my in-car settings Visualizing my car's health Getting an alert about a repair I need Scheduling the repair (e.g. Facebook) 6

7 WHO ARE OUR CUSTOMERS? SOUTH AFRICA: DIGITAL ADOPTION. Total Population Internet Users Mobile Subscriptions Active Social Media Users Million Million Million Million Urbanisation 66% Penetration 52% vs. Population 145% Penetration 24% Source: We Are Social / Hootsuite: Digital in 2017, Southern Africa 7

8 WHO ARE OUR CUSTOMERS? SOUTH AFRICA: ANNUAL DIGITAL GROWTH. Internet Users Mobile Subscriptions Active Social Media Users +7% Since Jan million -7% Since Jan million +15% Since Jan million Source: We Are Social / Hootsuite: Digital in 2017, Southern Africa 8

9 CUSTOMERS ARE BECOMING Amazoned Expect instant delivery, infinite choice, easy returns, instant customer service Googled Answers to all questions are always on hand Ubered Simplified and streamlined, and on-my-terms Appled Simplified choices, easy discovery Travelocitied A better deal is only a click away 9.

10 CUSTOMERS WANT AUTOMATION Customer desirability for basic and advanced automation is higher in South Africa than China, Mexico, South Korea, UK, and Germany Source: Deloitte Global Automotive Consumer Survey,

11 CUSTOMERS WANT IN-VEHICLE TECH Younger generations are willing to pay more for all invehicle technologies versus older generations Source: Deloitte Global Automotive Consumer Survey,

12 CUSTOMERS WANT IN-VEHICLE TECH and a higher average proportion of consumers in South Africa are willing to pay for future vehicle tech when compared to South Korea, UK, and Germany Source: Deloitte Global Automotive Consumer Survey,

13 CUSTOMERS WANT SAFETY, SECURITY The technology features that South African consumers find useful are: 1. Safety 2. Security 3. Connectivity Source: Deloitte Global Automotive Consumer Survey,

14 WHAT IS MOBILITY TOMORROW? Tomorrow, driving will be the ultimate mobile experience, with technology enabling valuable, personalized services everywhere customers go Productivity Data Visualization AI & Machine Learning Interactive Entertainment Risk Prevention & Insurance Predictive Maintenance Social Enablement Biometric Data Connected Devices 14

15 WHAT IS MOBILITY TOMORROW? CONVERSATIONAL IMMERSIVE INFINITE PERSONAL Dialogue-based, human, reactive and instant in its interaction Engaging and emotive, a lean-in experience vs. passive information Fluid and seamless, open for exploration without any dead ends or friction Unique, considered, and tailored to each customer based on individual needs 15

16 PERSONALIZED SALES SUPPORT THE CUSTOMER NEED I want to make sure my time at the dealership is well spent. How can I feel confident I m making the right decision? OUR PHY-GITAL SOLUTION An all-in-one dealership experience app that empowers dealers to know who shoppers are before they walk in, help them choose the right vehicle, guide a test drive, and close the deal. 16

17 CONVERSATIONAL INTERFACES THE CUSTOMER NEED There is so much information on so many cars, I don t know where to start. How can I find the right car for me? OUR PHY-GITAL SOLUTION A Google Assistant app to discover Nissan. The assistant recommends cars based on the shopper s interests and price range, and the shopper can schedule a test drive right from the chat. 17

18 CONVERSATIONAL INTERFACES THE CUSTOMER NEED It s hard to make a service appointment. How can I find a time that works for me and my dealer, without multiple calls? OUR PHY-GITAL SOLUTION The Bot an Appointment service, a chatbot experience that helps customers schedule an appointment, check into the dealership, and pay for their service, all from their smartphone. 18

19 SHOPPING IN VIRTUAL REALITY THE CUSTOMER NEED I ve heard about this new car. Now how can I see what it s really like -- in a way that s quick and interesting? OUR PHY-GITAL SOLUTION A virtual reality pop-up at Ginza Crossing in Tokyo. Shoppers can customize their own Leaf and see it beautiful 360 environments like Mt. Fuji and the Northern Lights. 19

20 TEST DRIVE IN VIRTUAL REALITY THE CUSTOMER NEED When I m exploring my options, how can I experience a test drive easily, on my terms, and without pressure to buy? OUR PHY-GITAL SOLUTION A personalized virtual reality test drive. Shoppers answer a few quick questions, then experience a test drive that shows off the model, features, and driving environment that are best for them. 20

21 AI-ENABLED SHOWROOMS THE CUSTOMER NEED Visiting a dealership can be stressful. How can I explore the car s features in exactly the way I want? OUR PHY-GITAL SOLUTION Intelligence Center showrooms powered by AI and digital displays. Alone and guided by a chatbot assistant, shoppers can explore the vehicles, ask questions, and change the location on the displays. 21

22 NEW VALUE FOR OWNERSHIP THE CUSTOMER NEED I m getting perks and services from other companies. What s the real value of owning an Infiniti after I buy it? OUR PHY-GITAL SOLUTION My Infinite World, an ownership concept where drivers can earn points for safe driving, unlock exclusive Infiniti services, and connect their driving experience to other apps and services they love. 23

23 HOW DO WE GET TO THE FUTURE? 1 Look at customer experiences holistically 2 Understand and prioritize customer needs 3 Design, test, and learn (and repeat!) 4 Innovate beyond the expected 24

24 CONNECTED CUSTOMER EXPERIENCES 25

25 PRIORITIZE CUSTOMER NEEDS Customer Mobility Needs + + Who is the customer What is their context What do they want Prioritized Based On: Importance to the Customer Is this a major or minor pain point? Is the customer meeting this need somewhere else? Business Value What is the anticipated impact to key KPIs? Will this differentiate us from our competitors? 26

26 PRIORITIZE CUSTOMER NEEDS Example Customer Mobility Need 27 A customer shopping At home on my smartphone Understand if a car will have enough leg room Who Context Want

27 PRIORITIZE CUSTOMER NEEDS Example Customer Mobility Need 28 A car owner On the side of the road with a flat tire Get roadside assistance and a loaner car Who Context Want

28 PRIORITIZE CUSTOMER NEEDS Example Customer Mobility Need 29 New owner who recently ordered a car At home on the couch Understand the status of my car's delivery Who Context Want

29 DESIGN, TEST, AND LEARN MAP CUSTOMER IMAGINE NEW CREATE RAPID TEST & IMPROVE DEFINE & JOURNEYS OPPORTUNITIES PROTOTYPES PROTOTYPES LAUNCH POCS Understand the steps an Analyze the journey and Quickly create realistic, Test the prototypes with Define the effort needed customer takes to imagine ways to improve testable prototypes that customers and improve to pilot the experience, achieve a goal today the customer s experience showcase new ideas them based on feedback then run a POC 30

30 HACKATHON RAPID An overnight sprint to design and test a new experience that solves a problem PROTOTYPING Hackathon Success Stories A tradition in the tech community 31

31 TRANSFORMING INSIGHTS TO ACTION BUSINESS INSIGHTS CUSTOMER RESEARCH CUSTOMER EXPERIENCE HACKATHON RAPID PROTOTYPES BUSINESS VISION & VALUE IN-MARKET POCs OPO 32

32 INNOVATE BEYOND THE EXPECTED If I had asked people what they wanted, they would have said faster horses. - Henry Ford 33

33 34 THANK YOU

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