Architecture planning and development suggestions for the in-vehicle service ecosystem of intelligent connected vehicles

Abstract: A good intelligent connected vehicle in-vehicle service ecosystem can not only promote the healthy development of the intelligent connected vehicle in-vehicle service market, but also provide more development momentum and monetization opportunities for the in-vehicle service R&D industry, and ultimately provide the market with better in-vehicle service products. Based on the current status of the continuous development of intelligent connected vehicle in-vehicle services, this article analyzes its market foundation and development issues in detail, and proposes solutions to build an intelligent connected vehicle in-vehicle service business ecosystem, including establishing the concept of in-vehicle service business ecosystem, using K-means++ clustering algorithm and convolutional neural network (CNN) portrait as its main application technology, maintaining market order, and building a business model.

With the rapid development of science and technology and the increasing demand of consumers for intelligence and networking, intelligent connected vehicles, as an important product of the integration of the automotive industry and information technology, are gradually becoming a hot topic in market research. The current status of industry development focuses on: 1) Popularization of in-vehicle intelligent terminals. In modern cars, in-vehicle intelligent terminals are an important part of intelligent configuration. Telematics Box (T-Box) is a bridge connecting the vehicle and the cloud. It has the ability to transmit vehicle data and status information to the cloud platform. It has almost become a standard feature of modern private cars. In 2023, the T-Box installation rate has reached 78% [1]. At present, in-vehicle intelligent terminals are moving towards a more intelligent direction. 2) Diversification of in-vehicle services. Driven by policies, technologies and markets, in-vehicle services are showing a diversified development trend and are expected to usher in rapid growth in the next few years, driving the release of market demand for automotive basic software. It is estimated that by 2025, the scale of China's automotive software market will reach 37.3 billion yuan [2]. In addition to traditional functions such as navigation and music playback, more and more innovative services are being introduced into in-vehicle systems, such as entertainment games, smart payment, and in-vehicle e-commerce. These services not only enrich the functions of the in-vehicle system, but also meet the increasingly diverse needs of consumers, injecting new vitality into the prosperity of the connected car market. 3) Popularization of smart large screens. As the hardware foundation of vehicle networking, smart large screens have become standard in modern cars, providing relatively favorable conditions for the promotion of various in-vehicle services.

Currently, intelligent connected vehicles already have a certain technical foundation and market demand. In the future, with the continuous advancement of technology and the continuous expansion of the market, the demand for in-vehicle service recommendations will also show a vigorous development trend.

Under the "dual carbon" goal and the concept of "green water and green mountains are gold and silver mountains", the country actively promotes the development of sustainable transportation, takes safety, convenience, green, efficiency, economy, inclusiveness and resilience as the development direction, and actively promotes the development of the intelligent connected vehicle industry chain.

The development potential of the intelligent connected vehicle industry is huge. According to statistics compiled by Guanyan Tianxia Data Center, the market sales scale of intelligent connected vehicles in my country reached 165 billion yuan in 2021, accounting for 40.6% of the world's intelligent connected vehicle market. According to public data from the Ministry of Industry and Information Technology, by the end of 2023, a total of 17 national-level intelligent connected vehicle test demonstration zones, 7 Internet of Vehicles pilot zones, and 16 smart city and intelligent connected vehicle collaborative development pilot cities will be built across the country [3]. However, with the rapid development and application of intelligent connected vehicles, two major problems have become increasingly prominent: one is the lack of non-subjectively triggered service recommendation algorithms, and the other is the difficulty in realizing potential value.

To address the above issues, the intelligent connected vehicle in-vehicle intelligent service market came into being. Based on the intelligent connected vehicle hardware facilities, a rich data set is collected to build an intelligent connected vehicle owner portrait model. This model serves as an important information reference for intelligent connected vehicle service developers to tap potential customers. It can better identify potential users for developers and also provide better intelligent service recommendations for car owners.

1. The connotation of the in-vehicle service ecosystem of intelligent connected vehicles

1.1 Business Ecosystem Theory

Business ecology is a metaphorical concept used to describe how enterprises, consumers, competitors, and other stakeholders interact and depend on each other within a specific market or industry, forming a complex and dynamic network[4]. The concept of business ecology emphasizes the importance of connections and interactions between enterprises and between enterprises and other market participants.

In such an ecosystem, enterprises should not only focus on their own development, but also on the health and development of other members in the ecosystem, because in an interdependent system, the failure of any member may have an impact on the entire ecosystem. At the same time, a healthy and active business ecosystem can promote innovation, thereby improving the competitiveness and adaptability of the entire system.

The business ecosystem model can bring many benefits, such as accelerating innovation, reducing costs, improving user experience, and promoting sustainable development of the industry.

1.2 The connotation of the in-vehicle service ecosystem of intelligent connected vehicles

The in-vehicle service ecosystem of intelligent connected vehicles is an emerging business ecosystem model conceived in this paper. Based on the vehicle driving data collected by a large number of sensors applicable to various environments and multiple needs, and drawing on the current business ecosystem based on big data processing (such as short videos, express delivery, takeout, etc.), the in-vehicle service business ecosystem of intelligent connected vehicles is proposed using the business ecosystem theory.

It is worth noting that all information obtained during the data collection process and the use of this information should be limited to the relevant agreements reached between the sellers of smart connected vehicles and the relevant agreements reached between the in-vehicle services and users. At the same time, the model training required for related recommended actions should be obtained by the highly confidential training technologies such as federated learning and blockchain mentioned above.

This ecosystem is essentially part of the business ecosystem of the intelligent connected vehicle industry, with the characteristics of fast updates and iterations and low entry barriers.

1.3 Composition Analysis of the Intelligent Connected Vehicle In-vehicle Service Ecosystem

1. Producer

Car owners and smart connected cars are the source data producers. Currently, smart connected cars are equipped with a variety of sensors, which will collect a huge amount of vehicle data and car owner driving data. This data is the raw material for the production of car owner portraits, and it is also the basis for in-vehicle services to provide derivative services such as assisted driving services. In-vehicle service developers and service recommenders are the producers of personalized services and car owner portraits, respectively, and they produce the most direct commercial products in the ecosystem and directly profit from them.

2. Consumers

In the in-vehicle service ecosystem of intelligent connected vehicles, car owners, as the final consumers of services, are the consumers of the entire ecosystem. The demand for in-vehicle services by car owners is the direct driving force for the healthy operation and continuous iteration of the in-vehicle service ecosystem. The new demands and new suggestions continuously generated by car owners during the intelligent driving process can promote the upgrading and innovation of in-vehicle services. The large amount of data generated by car owners during driving behavior will also serve as the basis for car owner portraits, promoting the development and iteration of service products.

3. Decomposers

The decomposers in the smart connected car in-vehicle service ecosystem mainly support the connection of various links in the ecosystem, build a bridge between supply and demand, and realize the potential value of the market. The smart connected car in-vehicle service based on the owner's portrait plays the role of a decomposer in the ecosystem.

As a tool to assist in targeted recommendations, it lowers the market entry threshold for in-vehicle services of intelligent connected vehicles and provides a basis for improving the cost-effectiveness of targeted mining of potential customers. At the same time, it enables the iteration and upgrade speed of in-vehicle services to be much faster than the iteration speed of car owners' cognition, which is conducive to the results of in-vehicle services entering the commercial field faster and at a lower cost.