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VW Group CEO Herbert Diess recently explained in an interview with Handelsblatt the enormous challenges the automotive industry has to face, especially with regard to the requirements of digitalization. Among other things, he predicts that VW will increase the proportion of self-created software from currently 10 to 60 percent in just four years.

VW: Digital Transformation is the Big Challenge

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The automotive industry is facing a upheaval it has not experienced in the past 100 years. Electromobility is forcing the automotive industry to change, especially with regard to digitalization. Handelsblatt recently conducted an interview with VW CEO Herbert Diess on the topic of digital transformation in the automotive industry as part of Handelsblatt Innovation Week. The transformation to e-mobility, which will become very noticeable in the next 15 years, is for him the less significant issue. This technology is manageable, it can be handled at VW, Diess explained in the interview. The greater challenge for him lies in the associated digitalization.

VW wants to develop 60 percent of the software itself in four years

The topic of data processing and software plays a complex role in their own processes as cars increasingly develop into a “personal device”. Today, car manufacturers obtain the software for their vehicles predominantly from suppliers, explains Diess. Volkswagen, for example, currently has a share of about ten percent in software development. However, he expects that VW will create 60 percent of the software in the car itself in 4 years.

Digital Transformation: With Artificial Intelligence to Autonomous Driving

A very central role, the CEO predicts, will be taken by autonomous driving in the future. This will prevail and from the 2030s it will be an “new comfort element” that will be indispensable in any car. The advances in artificial intelligence will improve computing capacities so much that the large amounts of data required from image recognition and processing can be used, says Diess. Image recognition, which replaces the human eye, makes autonomous driving possible. VW will therefore also face the task of developing its own computer chips. An interesting insight into the topic of digital transformation with a focus on the connectivity of vehicles driven by car manufacturers is provided by the Connected Car Services study, which Prof. Hans-Christian Riekhof and Marc Scholz conducted for the Private University of Göttingen PFH in spring 2020. Read the study “Customer Insights: Connected Car Services in Germany” (pdf): https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf The photo shows the VW concept study SEDRIC – short for “Self Driving Car”. Photo: Volkswagen AG

The digital trends specialized magazine Internet World Business now focuses on stationary trade and its digitization. The magazine reports on topics such as Instore Navigation, Location-based Marketing and the Hamburg-based company locandis specialized in this. Locandis-CEO Hans-Christian Riekhof comments on the successful Instore-Navigation project for a hardware store.

Internet World Business reports on Location based Marketing, Instore Navigation and locandis

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The digital trends specialized magazine “Internet World Business” now focuses on stationary trade and its increasing digitization. The magazine reports on topics such as Instore Navigation, Location based Marketing and the company locandis specialized in this. locandis-CEO Hans-Christian Riekhof comments on the successful Instore-Navigation project for a hardware store.

Location based Couponing, digital customer cards, Location based Marketing

Shopping behavior has not only changed since the establishment of e-commerce. From specialized retailers to large department stores, from outlets to huge shopping malls on the green field, the industry has been in constant motion for over 200 years.

Currently, the magazine writes, the digitization of the stationary Point of Sale (POS) is the next driver of development. Especially thanks to the smartphone and its technical possibilities. This now allows a link between classic and online retail to be realized. Customers can thus be offered new and better on-site shopping experiences. In addition to Instore Navigation, Digital Shop Windows, Virtual Fitting for digital trying on of outfits, new payment processes such as Self-Checkouts at store checkouts are mentioned. Also further possibilities like additional product information via smartphone, upselling offers etc.

Hagebaumarkt – How locandis enables better orientation in the hardware store with Beacons

Technologies like Beacons and QR codes do great things. The smartphone is the game changer, the magazine states. It shows examples of already successfully implemented digital concepts in stationary retail.

Hans-Christian Riekhof was also interviewed, who as CEO co-manages the fortunes of locandis. A Hamburg-based company that specializes in such digital technologies. He gives insight into the successful Instore-Navigation project for a Hagebaumarkt. With Beacon technology, customers of the hardware store are conveniently guided to their searched products via app.


Further links
The article in the “Internet World Business” (pdf)
Website of the company locandis
More about Location-based Marketing (LbM)


The magazine
The “Internet World Business” is a monthly B2B trade magazine based in Ulm and Munich. It is aimed at readers with a connection to digital trade. The main topics are e-commerce, online marketing, webshop systems, online payment processing, logistics, social media marketing, studies and trends around the internet, internet law and reports from the internet economy.

The PFH Private University of Göttingen once again invites you to exciting and informative marketing lectures. At the invitation of Prof. Hans-Christian Riekhof, top managers provide insights into marketing strategies at the Otto Group, at Fraport AG and Google Germany.

Top Managers Provide Marketing Insights: at Fraport AG, at Google Germany and the Otto Group

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And the journey continues with new exciting marketing insights from practice at the PFH Private University of Göttingen. For the summer semester 2021, Hans-Christian Riekhof, Professor of International Marketing, has once again succeeded in winning top managers from renowned companies for informative lectures at the university. The decision-makers provide informative insights into their marketing strategies – this time at the Otto Group, Fraport AG and Google Germany. Below is an overview of the dates with the respective topics.

26.04.2021
Direct-to-Consumer Marketing. More important and easier than ever! How direct consumer activation pays off for brand manufacturers.
Sebastian Grantz | Industry Manager Consumer Brands & Tech | Google Germany GmbH
LinkedIn: https://de.linkedin.com/in/sebastiangrantz
18.00-19.30 Uhr | Auditorium / BB Raum Riekhof

03.05.2021
The Transformation of the Otto Group to a Platform
Mathias Stüben | Principal Platform Business | Otto GmbH & Co KG
LinkedIn: https://de.linkedin.com/in/mathias-st%C3%BCben-3666a9101
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof

31.05.2021
Digitalization as a Way Out of the Crisis
Claus Grunow | VP Corporate Strategy & Digitalization | Fraport AG
LinkedIn: https://de.linkedin.com/in/claus-grunow
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof

14.06.2021
Digital transformation at global player Symrise
Heiko Reinhard | Chief Information Officer | Ottobock SE & Co. KGaA
LinkedIn: https://www.linkedin.com/in/hreinhard
18.00-19.30 Uhr | Auditorium / BB Raum Schüle

Guests are warmly welcome. Registration required, please by email to Laukamm@nullpfh.de

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

More information about the PFH Private University of Göttingen

Photo: pixabay.com

Katharina Hoppe reports in Göttingen at the PFH on how Douglas is strategically aligning itself with digital products in a world of dramatic changes.

02.12.2019│Göttingen – Development of digital products at Douglas

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With Douglas, the Private University of Göttingen (PFH) has another high-profile company as a guest. Especially the stationary retail trade is facing radical changes in the coming years. Not only Amazon is making life increasingly difficult for many retailers. Overall, the digitalization of our lives leads to phenomena such as Cross Channel Retailing, Location Based Marketing, Influencer Marketing or also Social Commerce.

The large beauty retailer must assert itself in a world of dramatic changes. Digital products play a strategically extremely important role. Katharina Hoppe, Head of Product Management and Innovations at Parfümerie Douglas GmbH, is responsible for exactly this topic and reports on it in her lecture. She is an alumna of the PFH Göttingen and studied marketing with Professor Hans-Christian Riekhof at the time.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Date/Time:
Mon, 02.12.2019, 18:00 – 19.30 hrs

The PFH is looking forward to welcoming interested parties this evening, external guests are welcome. The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.

The photo advertises the new Douglas app with the “Beauty Mirror”, which allows you to create a personal virtual make-up look with over 1000 products from the online shop.

Photo: Douglas

Discover more exciting marketing lectures in the PFH semester program