Abstract
Keywords
Australia, Telematics, Strategy, Service Delivery, Business Model
Abstract
This paper describes research undertaken (1) for the degree of Master of E-Business from RMIT University, Melbourne. The aim of this marketing-oriented business research was to investigate the prerequisites for a broad-based rollout of telematics services, i.e. to consumers rather than specific niche customers. Pursuing this aim, the research established market segmentation, needs and feature preferences of potential service recipients, the concept of a common service platform, current market drivers and applications, the potential future direction of these, and current as well as potential service providers, all with respect to the Australian marketplace and benchmarked aga inst international experience. Further, it focused on the configuration of an optimized telematics service model as derived from perceptions in the international marketplace, with particular emphasis on the Australian market environment. The research conducted verifies the Australian market position, based on perceptions as interpreted from a series of interviews.
A series of semi-structured interviews was conducted with a number of stakeholders who were thought to represent the public at large with respect to potential telematics services, their delivery and associated business issues. From an analysis of the patterns of commonality and divergence in the responses received, it was possible to learn about the preferred shape of the future telematics marketplace in Australia. In the absence of any substantial consumer exposure to the new possibilities offered by transport telematics, this method was considered best to establish a potential Australian market position at this early stage. By interpreting collective sentiment, it was possible to establish a hypothesis regarding the desired development of the Australian telematics marketplace. Results from the interviews were benchmarked against global developments as interpreted from the systematic examination of existing literature. This comparison provided an opportunity to predict how service delivery might develop in the future, and to suggest improvements on existing service delivery models.
The interpretations drawn from the interviews and benchmarked against overseas experience resulted in a much clearer understanding regarding service applicability to certain market segments and even individuals, about considerations regarding technical execution for delivery of particular services, about who would potentially provide services based on what, and about the revenue model applicable in each case. Though this insight was gained primarily with view to the Australian marketplace, it may potentially have much broader, even global relevance.