Q 1: What role will the car music platform play in the intelligent cockpit?
Intelligent cockpit is a new opportunity for car companies to build brands and differentiate products in the fierce market competition. Yiou think tank defined the intelligent cockpit as an automobile cockpit equipped with central control color screen, intelligent voice and OTA upgrade function in the "202 1 China Automobile Cockpit Intelligent Development Market Demand Research Report". According to the results of stage analysis, as of June 5438+00, the penetration rate of intelligent cockpit reached 50.6% among the newly released passenger car models in China in 20021year. Among them, the penetration rate of central control color screen is as high as 97.9%, which has become the standard for newly released models (including redesigned models).
Nowadays, "software-defined car" has become an industry consensus. Car companies optimize the functions and applications in the cockpit through OTA upgrade, thus enhancing the competitiveness of vehicles in the whole life cycle. The carrying of OTA upgrade function has become the most important embodiment of the intelligent development of cockpit. 202 1 The OTA penetration rate of newly released passenger car models (including modified models) is as high as 50.9%. Yiou think tank believes that the OTA upgrade function will definitely become the standard of the car cockpit in the future, and the new commercialization mode of "hardware embedded in advance+software subscription service" will gradually land through the increase of OTA loading rate.
From this, we can easily see that at the macro level, major car companies are building a huge hardware ecological network to users through the intelligent cockpit to meet the latter's expectations and needs for the diversification of the intelligent cockpit. However, at the micro level, car companies can't respond to the market demand quickly and flexibly, and provide the "end-to-end" applications and services that users really need, which provides the existence significance for the car music platform at the software level-music playing is an indispensable demand in driving scenes, and it is also the operating rule that major car companies have been pursuing to connect cars and users with music. It can be seen that cool music, QQ music and Netease cloud music are the main products.
Q2: What is the development status of major car music platforms at present?
Before 20 12, car owners can only listen to songs online with their mobile phones connected to the car stereo, and if they need to pause or change songs, they have to do it on the mobile side. Starting from 20 12, the online music platform represented by Kuwo Music began to launch in-vehicle products, using the network of the in-vehicle system, playing online music in two main ways: account cloud synchronization list and mobile phone wired/wireless transmission song list, and supporting music control through the in-vehicle system through voice and steering wheel buttons. After the basic mode of car music was gradually established, each platform began to optimize the product experience and explore new functions, such as adding new entertainment modes such as intelligent song recommendation, live broadcast and karaoke.
In this regard, in the "20021China Special Research Report on the Application Value of Online Music", iiMedia Research analyzed mainstream car music platforms such as Kuwo Music, Cool Dog Music, QQ Music and Netease Cloud Music.
These four mainstream platforms have accumulated a wide user base on PC and mobile, and have rich song copyright resources. However, in contrast, Kuwo Music officially established the Automobile Division on 20 16, which is a pioneer in the field of automobile music. At present, it has reached cooperation with more than 60 car companies, with a market share of over 80% and a large number of active users, ranking first in the industry.
Due to the excellent service experience and product layout of Kuwo Music on the vehicle side, it also has a professional operation team, which can quickly and pertinently adjust the needs of vehicle enterprises, making them more flexible and mature in building an intelligent cockpit. So in the following case, we will give priority to cool music as an example.
Q3: From the mobile terminal to the locomotive terminal, what must not be ignored?
Many users who are used to the mobile music app are not adapted to the operation of their car platform, which leads many users to prefer to connect with the car system with Bluetooth instead of directly operating the car music platform. The reason is that the platform side failed to fully consider the usage rules of car users' scenes and stiffly transplanted the functions of the mobile terminal to the car platform.
The design logic of mobile terminal is different from that of vehicle-mounted terminal, which is the core problem that can not be ignored in major vehicle-mounted music platforms with mobile terminal as the mainstream. In terms of product design, the developer of car music platform should have an insight into the user's usage habits, make an in-depth analysis of their needs, and create a high-matching, easy-to-use car-mounted product; In addition, we should abandon the cumbersome functions of PC and mobile terminal, actively cooperate with the needs of car companies for intelligent cockpit functions such as voice control and recognition, and add corresponding functions to make the interactive experience of the scene in the car smoother.
Take the cooperation between Audi and Kuwo Music as an example. As the first in-depth partner of Audi's networked entertainment program, Kuwo Music has jointly created an intelligent and interconnected digital human-computer interaction cockpit for car owners, providing a new human-computer interaction experience like a smart phone. According to media reports, the intelligent technology of data algorithm provided by Kuwo Music, as a strong support, can always maintain the link between the mobile phone and the vehicle while presenting more intuitive and intelligent vehicle information for the owner. It not only ensures driving safety, but also reduces the inconvenience of the owner's operation. The user experience has been greatly improved, and cool music has gained a good reputation in the industry.
Q4: What kind of differentiated services should the music platform provide according to the needs of different car companies?
Car companies need to realize their strategic demand for advanced intelligence through intelligent cockpit, which means that there must be differences in the development direction between car companies. Therefore, it is particularly important for the music platform to provide differentiated services for the needs of different car companies. Obviously, the LeTV platform must first realize the importance of the intelligent cockpit to the strategic development of car companies, rather than just defining itself as a traditional partner. In addition to establishing a professional operation team, the platform must also be able to establish exclusive algorithms for major car companies, and at the same time, refer to the user's usage habits, customize the unique functions and contents of car companies that are popular with users, and truly achieve thousands of people. Help car companies better understand and meet the needs of users and enhance the intelligent cockpit experience.
Take the cooperation between Cadillac and Kuwo Music as an example. As a luxury brand, all Cadillac models have excellent experience in car software, NVH and audio-visual hardware, especially ANC active noise reduction function and BOSE hi-fi system. For cool music, how to realize 1+ 1 > 2 through software matching has become the most important issue. Cool Music for Cadillac Mobile Internet Experience CUE has OTA intelligent cloud update function, 100G/ year lifetime free traffic and deep customization of all kinds of hardware, built-in massive high-quality audio resources, strengthened the seamless interconnection of people, cars and clouds, and can be optimally matched with hardware systems to create a more comfortable entertainment audio-visual experience for users.
Q5: How can the music platform make use of its unique advantages to help the intelligent cockpit?
The concept of car companies is to serve users, and good customer satisfaction is helpful to build a healthy user ecology of car companies, which coincides with the concept of Chele platform. Therefore, for Chele platform, how to share the advantages accumulated on the mobile side to the car side has become an important step for car companies to measure the value of the platform and improve the intelligent cockpit.
The biggest advantage of the music platform lies in its massive users and content resources advantages gained by operating the mobile terminal and PC terminal for many years. Here, too, it is an example of Cool LeTV, which has the highest market share. Through cooperation with major music record companies, Kuwo Music has more than 30 million tracks of music content services and a huge library of audio and video music, and the total number of contracted record companies exceeds 200; It has a rich and comprehensive content matrix of music, audio content, news information, children, video and live broadcast, vinyl, karaoke and so on. In addition, relying on a huge user base, Kuwo Music can also make personalized recommendations to different users based on massive data analysis in the background-for car companies, this can obviously be a big advantage of the smart cockpit, providing users with a richer car ecology.
As the first batch of heavy partners, Kuwo Music joined hands with Huawei to join the in-vehicle OS ecosystem of HarmonyOS system, providing a rich content library of "music+long audio" for Huawei's HarmonyOS system, without compromising the sound quality, matching the original HD media of HarmonyOS system and bringing excellent sensory experience. At the same time, it can accurately respond to voice control requirements and liberate users' hands. Through the distributed scheduling of HarmonyOS system, users can also switch between mobile phones and cars with one click. Cool music has also opened up all the scenes of life, taking care of the needs of every user and providing the ultimate solution for car scenes: music frequency modulation, story telling, human history, business finance, children's channels and so on of cool music can perfectly meet the audio-visual needs of users. For this reason, Huawei recently awarded the 202 1 Best Partner Honor Award for Smart Car Solutions to Kuwo Music.
With the accelerated development of intelligence in the automotive field and the increase of platforms for introducing car-side music, car-side music and entertainment will become a new battlefield for online music, and the competition will become increasingly fierce. The outbreak of this market also helps the car to become a real "third living space". For car companies, it is particularly important to choose which car music platform to cooperate with in the future.