Generation of Digital Revenue Streams in an Automobile Firm
Ladda ner
Typ
Examensarbete för masterexamen
Program
Quality and operations management (MPQOM), MSc
Publicerad
2021
Författare
Bark, Milton
Sheik, Rami
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
There are several underlying trends in society that are affecting the automobile industry.
Some authors claim that OEMs are unable to transform and adapt their business models to
encompass digital revenue-generating practices. This observation, paired with practitioners
expressing a need for their organizations to further develop digital revenue streams is the
main motivation and originality of this thesis.
Therefore, the purpose is to study how digital revenue streams are generated and monetized
in an automobile firm. Only direct sources of digital revenue streams were studied, meaning
that only exchanges of value for a digital product or service were considered. Indirect sources
such as digital product, process, or reputational improvements which could increase
traditional sales of cars are not considered.
The thesis is a case study that studied a company associated with the automobile industry.
Non-probability sampling was used, and 20 people were interviewed within four divisions
related to 1) business, 2) procurement, 3) R&D, and 4) regulation. In parallel, a literature
review was conducted where 95 articles were analyzed. The empirical data from the
interviews was then compared to the reviewed literature on the topic.
Three main areas of direct digital revenue streams were identified from the literature review.
The main revenue stream areas are 1) in-car commerce, 2) data monetization, and 3)
autonomous drive. In-car commerce is a term which the company uses and relates to the
academic area of m-commerce. Hence, in-car commerce is defined broadly as transactions
taking place through a mobile network. Data monetization can be broadly defined as
exchanging data for something of value. Finally, the autonomous drive is a software-based
service that allows limited human interaction while driving a vehicle.
From a managerial perspective, the findings of the thesis are important since it identifies use
cases associated with digital revenue streams in an automobile firm. Furthermore, from a
policy perspective, it highlights the importance of privacy and the increasing use of consumer
data in an automobile firm. Finally, from an academic perspective, the thesis contributes with
in-depth knowledge to how digital revenue streams can be generated in an automobile firm
and provide areas to further research. Some of areas to further research are 1) increasing
quality of products, 2) retention of customers, and 3) technical requirements.
Beskrivning
Ämne/nyckelord
automobile industry , digitalization, , digital revenue , m-commerce , data monetization , autonomous drive , connected vehicles , connectivity.