Vim li cas lub tswv yim ntawm kev them tus nqi them txhua hli rau BMW kom siv cov rooj zaum cua sov uas twb muaj lawm hauv koj lub tsheb tsav cov neeg feem coob nce mus txog phab ntsa? Nyob rau tib lub sijhawm, vim li cas ho tsis npau taws rau Model 3 thiab Model Y tsav tsheb uas Tesla yuav tsis tso Acceleration Boost, software hloov tshiab uas ua rau lawv lub tsheb nrawm dua, tsis muaj nqi ib zaug ntawm $ 2,000?
Raws li Particle CEO Zach Supalla, nws yog hais txog kev paub thiab kev nkag siab.
"Thaum peb paub tias cov khoom tsim tau zoo li cas, nws ua rau peb muaj kev xav txog yuav ua li cas cov khoom ntawd tau them rau," Supalla hais rau kuv hauv ib qho Tsis ntev los no TechFirst podcast. "Thaum peb tsis paub yuav ua li cas cov khoom tsim, ces nws ua rau tus neeg tsim ua kom yooj yim me ntsis ntawm kev muaj peev xwm them rau ib yam dab tsi."
Ib scene los ntawm BMW lub hauv paus chaw ua haujlwm
Yees duab los ntawm Illia Kholin ntawm Unsplash
Critically, qhov txawv yog seb peb xav tias peb to taub yuav ua li cas cov khoom tsim, tsis seb peb puas ua tiag.
Yog vim li cas BMW subscription plan rau rhuab rooj tsim kev npau taws heev: peb feem ntau xav tias peb nkag siab cov hluav taws xob coils, lub zog dhau los ntawm lawv, cua sov tsim tawm. Lawv nyob hauv lub tsheb uas koj them rau, lawv ua haujlwm, tab sis tsis muaj tus nqi ntxiv, lawv tsis ua haujlwm. Qhov txawv nrog Acceleration Boost - lossis Kev Tsav Tsheb Txhua Tus Kheej rau qhov teeb meem - nws yog qhov nyuaj, tsis tshua pom tseeb, tsis meej meej ncaj nraim hauv peb txoj kev xav.
Supalla hais tias "Kuv tsis tas yuav yog ib tus kws tshaj lij kom paub tias muaj lub tshuab cua sov hauv qhov ntawd," Supalla hais. "Yog li ntawd ua rau kuv chim vim nws yog kuv lub tsheb, nws muaj peev xwm nyob rau hauv nws, thiab nws xav tias tsis yog rau kuv them rau tej yam uas kuv muaj."
BMW tsis yog thawj lub tuam txhab uas ntab tus nqi npe rau kev muaj peev xwm ntxiv.
Subscriptions tau kub puas tau txij li thaum cov tuam txhab xav txog kev kaw cov neeg siv khoom them nyiaj mus ib txhis hauv lub neej yog qhov zoo dua li kev muag ib zaug, lossis qhov ua tau zoo ntawm kev muag khoom. B2B software coj tus nqi thaum lub sijhawm software-raws-kev pabcuam kiv puag ncig, tsav tsheb 40% kev loj hlob txhua xyoo thaum lawv pib tawm los. Cov neeg tsim app tau kawm zaj lus qhia, thiab cov nyiaj tau los thoob ntiaj teb kev tso npe rau cov apps tuaj yeem tag nrho $ 243 billion xyoo no.
Peb xauj peb cov nkauj hauv Spotify thiab Apple Music, xauj peb cov kev lom zem nrog Netflix thiab Prime thiab Disney+, thiab xauj peb cov tsheb thauj mus los nrog Lyft thiab Uber.
Qhov no puas yog yav tom ntej ntawm kev ua tswv cuab?
Raws li Ameslikas tau hais los ntawm Danish MP Ida Auken thiab nto moo hais los ntawm World Economic Forum, peb puas yuav "muaj dab tsi thiab zoo siab?"
Tej zaum.
Qhov tseem ceeb nws tag nrho rov qab los rau kev siv hluav taws xob. Apple Music, Amazon Music, thiab Spotify muaj txiaj ntsig zoo vim tias lawv muab cov nkauj ntau dua li peb tuaj yeem mloog, thiab xa lawv txhua lub sijhawm, nyob qhov twg: tsis yog qhov twg kuv tshwm sim los khaws cov yas disc. Tab sis muaj qee qhov downsides. Nkauj ploj lawm. Albums ploj mus raws li kev sib tw cov kev pabcuam kos npe rau kev cog lus tshwj xeeb. Cov kws ua yeeb yaj kiab rov tso tawm cov nkauj uas nyiam tshaj plaws hauv cov ntawv tshiab vim tias daim ntawv tso cai ua haujlwm tas sij hawm, thiab cov nkauj uas koj ib zaug paub thiab nyiam yog qhov txawv txav, thiab tsis yog ib txwm nyob hauv txoj kev zoo.
Zuag qhia tag nrho, qhov kev siv ntawm ubiquity yog ib qho nyuaj rau tuav.
Tab sis kev ua tswv cuab yog txoj cai nyuaj.
"Ib zaug dhau los, txoj hauv kev uas koj tau txais software yog koj yuav CD lossis floppy disk lossis txawm li cas los xij, thiab nws tuaj nrog cov software ntawd rau nws thiab koj muab tso rau hauv koj lub computer thiab koj thauj khoom," Supalla hais. “Tam sim no, qhov ntawd zoo li kev ua tswv cuab. Tab sis kev ua tswv cuab nyuaj ... koj tsis muaj nws, koj muaj daim ntawv tso cai rau nws. Suab paj nruag thiab xov xwm zoo li ntawd ib yam nkaus ... thaum koj yuav cov ntaub ntawv, muaj qee theem ntawm cov tswv cuab uas koj muaj tshaj qhov khoom ntawd ... koj muaj cov ntaub ntawv, tab sis koj tsis muaj suab paj nruag. "
Software, zoo li suab paj nruag, tsis yog yam koj muaj. Tab sis nrog software-raws-ib-kev pabcuam, qhov kev cia siab yog vim tias koj yog tus neeg siv khoom them nyiaj tsis tu ncua - lub quid, yog tias koj yuav - lub tuam txhab uas tsim cov software yuav txuas ntxiv ua haujlwm los txhim kho nws lub sijhawm: lub rau quo.
Qhov ntawd yog qhov khoom siv rau software, zoo li ubiquity yog rau suab paj nruag, thiab - mus rau qib qis - kev lom zem ntawm Netflix thiab lwm yam kev pabcuam streaming / txuas / OTT / smart TV.
Lo lus nug yog qhov twg peb txhua tus kos kab.
Koj xav tau dab tsi tiag tiag ntawm lub cev, raug cai, thiab tag nrho tus kheej, thiab koj zoo siab xauj tsev li cas? Rau cov neeg uas xauj tsheb, kev tso npe tsheb yog qhov tseem ceeb ze rau qhov lawv twb muaj lawm. Rau cov neeg xauj tsev los ntawm kev xaiv rau kev hloov pauv lossis kev faib nyiaj txiag, tib yam muaj tseeb rau vaj tsev.
"Thaum peb tab tom pom qhov kawg ntawm kev ua tswv cuab, peb kuj pom qhov nce ntawm 'cov neeg siv,' piv txwv li, tib neeg muaj tsawg dua tab sis siv ntau thiab ntau cov kev pabcuam," hais tias Salesforce tus thawj coj digital tshaj tawm xov xwm Val Afshar.
Kuv tsis xav xauj kuv cov khaub ncaws. Tab sis rau ntau lwm tus, siv cov kev pabcuam zoo li Xauj Tawm Ciav txhais tau hais tias lawv tuaj yeem muaj qee yam tshiab thiab txawv los hnav thiab tsis txhob sau lawv lub txee dai khaub ncaws. Thiab nyob rau hauv peb lub caij nyoog ntawm cov khoom ntse thiab sib koom kev lag luam thiab software-txhim kho kho vajtse, txoj kab txuas ntxiv mus.
"Kuv qhov kev cia siab yog tias dhau sij hawm peb txav mus rau tus qauv uas ntau thiab ntau ntawm cov khoom uas peb muaj tsis yog qhov tseeb, tab sis tau them rau kev pabcuam," Supalla hais. "Kuv tsis xav tias qhov no yuav tshwm sim rau cov khoom pheej yig, koj paub, zoo li lub toaster."
Qhov no muaj kev pheej hmoo, txawm li cas los xij.
Yog tias kuv sau npe rau kuv lub xov tooj, kuv lub laptop, thiab kuv lub ntsiav tshuaj, kuv yuav khaws txoj cai dab tsi, thiab kuv yuav muab qhov twg? Tsuas yog cov uas muab los ntawm kuv tus kws muab kev pabcuam thev naus laus zis? Thaum kawg, qhov ntawd yog ib yam uas yuav tsum tau sib tham hauv peb txoj kev sib raug zoo nrog cov tswv cuab, raws li cov neeg ua liaj ua teb tau kawm hauv lawv cov kev siv zog los yeej txoj cai los kho cov tshuab uas lawv tau yuav.
Uas ua rau cov lus nug zoo: yuav ua li cas thaum lub tuam txhab uas xauj peb rooj tog lossis software lossis thev naus laus zis tawm ntawm kev lag luam?
Supalla hais tias "Nws nyuaj rau hais tias lub tuam txhab yuav tsum tau muab kev pabcuam txuas ntxiv mus ib txhis," Supalla hais.
Tab sis cov tuam txhab uas xav ntiav cov neeg yuav khoom kom tau txais txiaj ntsig ntau tshaj plaws yuav tsum tau tswj hwm txoj hauv kev tshiab kom - zoo li Pebble, thaum Fitbit yuav cov neeg muag khoom smartwatch - lawv muab txoj hauv kev rau cov neeg siv khoom qub kom siv lawv cov khoom.
"Qhov ntawd yog qee yam uas ntau lub tuam txhab tuaj yeem ua tau ... tej zaum nrog lub siab zoo uas tuaj yeem los ntawm kev tswj hwm," Supalla hais. "Yog tias koj ntsais tawm ntawm lub neej ... koj cov khoom tseem ua haujlwm."
tau ib tug ntawv tshaj tawm ntawm peb kev sib tham, los yog subscribe rau TechFirst.
Tau qhov twg los: https://www.forbes.com/sites/johnkoetsier/2022/12/20/heated-seats-bmw-subscriptions-and-the-evolution-of-ownership-in-the-age-of-smart- teeb meem/