Basic knowledge about smart cars and product managers of car companies

Editor's introduction: With the development of science and technology, car functions are becoming more and more intelligent, the author of this article introduced us to the basic cognition of smart cars and product managers of car companies, and described in detail the learning points of smart cars and the basic cognition of product managers of car companies.

Some readers have collected, but in fact, the content is not systematic, I hope to combine this article as a supplement.

In my course "The Road to Smart Cockpit Products", I have two sections on basic cognition: "Knowing Smart Cars" and "Knowing Product Managers of Car Companies".

These two courses are designed to help you have a clear understanding of the concepts, technologies and trends related to the products we are engaged in, and to help you have a more comprehensive understanding of the profession of product manager of car companies.

Here, I also share some knowledge systems with some self-taught friends, although the content is not as detailed as in the course, but it also has certain value for some friends who lack learning channels and materials.

First, understand the intelligent car

I will mainly introduce you to the two key technical aspects of smart cars and the three business areas that have been derived.

After understanding these, we can understand the current development stage of intelligence and networking and the hierarchical division of development from the perspective of historical process, so as to form a certain macro cognition.

After that, I will list the core functions of smart cars that distinguish them from traditional cars.

In the end, let's summarize the industry trends and industry trends, and I will share with you why the smart cockpit direction is recommended.

The learning points are summarized as follows:

Smart cars are precisely intelligent networked cars;

Smart cars are not electric vehicles, electric vehicles are the best carrier of smart cars;

Intelligent transportation is the concept of traffic management system;

The focus of the Internet of Vehicles is V2X, and cpSP is only a small part;

Learning shortcuts for the Internet of Vehicles, first understand the information and communication system;

Car intelligence lies in the body and inside the car, the body is intelligent driving, and the car is the cockpit;

Intelligent technology: in the [perception - decision - execution] [input - processing - output] process automation and efficiency;

Smart products: think more [scene-experience], learn more [scene-technology-experience];

Scenes: static scene matrix analysis, dynamic user qualitative analysis;

Experience: The product manager focuses on the essence, that is, the relationship between user value and user cost. The value of the designer lies in optimization, not to solve the essence of the experience;

Intelligent level: SAE L0-L5, local L1-L5; networking level: 1-2-3, the current over 1 into 2, the driving environment and cockpit information interaction is the trend, such as AR-HUD;

OTA/ Autonomous Driving / Intelligent Diagnosis / Emergency Rescue / Internet Personalization Service / Intelligent Interaction are typical functions that distinguish traditional cars.

Second, get to know the product manager of the car company

Product managers of car companies are divided into three types according to their functions: commodity management, product planning, and product definition.

According to the intelligent business field, the position of product manager can be divided into 4 categories.

Product managers in the product management category are relatively unfamiliar to some people, they are market and profit-oriented, to decide and manage product projects and life cycles.

The course focuses on some methods, values and applications of PEST analysis, and briefly lists some cases of how car companies are looking for opportunities according to the changes in consumption patterns and consumption behaviors with the trend of macroeconomic development.

Other details are not tabled.

When introducing product managers in the product definition category, my focus is on cockpit product managers and connected vehicle product managers.

Unlike product management and product planning, which have been product functions for a long time, product managers in smart cockpits and smart networks are emerging career opportunities.

Before introducing the relevant product managers, I hope to take you to understand the underlying logic of career opportunities, so that you can have a better grasp of this career development, after all, the essence of our course is to help everyone develop better.

Logically, our career opportunities come from the development needs of the enterprise, further refinement, your career opportunity is also your position, is from the organizational structure of the enterprise.

The organizational structure is set up to support the business needs of enterprises, why did the car company not have it before, and now there is a demand for the position of product manager of intelligent cockpit and intelligent networking? This is because the relationship between people and vehicles has changed.

That is to say, our career opportunities today stem from the changes in the relationship between people and vehicles.

How to understand the changes in the relationship between people and vehicles? We might as well switch to the perspective of the enterprise to experience three changes:

The first is the customer's demand level, along with the habit of intelligent life experience, consumers are eager for cars to provide customized services and coherent scene experiences like mobile phones. Consumer demand has increased.

The second is the value level, where the value of automakers is shifting from a vehicle-centric model to a consumer-centric mobility ecosystem. It also requires the service of car companies to expand.

The third is the business model level, the vehicle factory from a simple product manufacturer and seller, to a user-centric mobile travel service operator, the business model to evolve.

From the perspective of enterprises, because of these three changes, the relationship between people and vehicles needs to be redefined, so that business needs have to be updated, so that there are new job requirements.

So where will the career opportunities brought about by the changes in the relationship between people and vehicles be reflected?

It can be summed up as the car terminal, the cloud, the service, the people and the car road cloud.

The car end is cockpit intelligence, driving intelligence, information security intelligence, vehicle EE intelligence.

For all enterprises, we will build a support platform for automobile intelligence at the end of the car, and build a product foundation for the future evolution into a comprehensive travel operation system.

The core of the cloud is data intelligence: based on the middle office, the integration of various technologies, the use of data-driven business intelligence,

It is composed of a middle office and business applications, combined with AI intelligence technology to promote the intelligentization of the Internet of Vehicles business

In the car side, cloud, service and human vehicle road cloud direction of the service and human vehicle road cloud these two categories are not introduced in this article.

My view has always been that the current period of intelligence and networking is still very early, and we will look at the immediate opportunities, that is, the product managers required for intelligent cockpit and intelligent networking business: first of all, intelligent cockpit, I divided into 8 categories: hardware applications, vehicle control and settings, system applications, maps and navigation, multimedia infotainment, voice, application markets and mini programs, and scene services.

The second is the intelligent network service, which has a much wider direction than the cockpit.

The business of network connection can be explained in a systematic manner, and it is not as scattered as the cockpit.

We can summarize from the user type, product form, business direction:

In terms of user types, there are three categories: C-end users, enterprise internal users, and B-end users.

Product forms include: mobile APP, Web application, protocol interface and SDK, as well as wearable devices and peripherals.

The business direction can be seen as five major platforms: service platform, operation platform, support platform, open platform and big data platform.

Product managers of vehicle products can also be divided into several categories.

For example, account systems, push systems, cloud service platforms, big data platforms, mobile apps, marketing-oriented, production, sales tools management, of course, OTA and information security can also be counted.

In general, the product attributes are a little more platform-oriented.

This article was originally published by @Cyber Seven on Everyone is a Product Manager, and reproduction without permission is prohibited.

The title image is from Unsplash and is based on the CC0 protocol.