Breaking point: Tencent's smart travel business upgrade "cloud map" | Track Hyper

Although Tencent has officially launched the Internet of Vehicles for the fourth year, it is not widely known because of the characteristics of the tob industry, just like the depth of still water.

Out of a deep understanding of the "host-guest" relationship of the industry, Tencent is clear about where the technical boundaries lie. Just as the so-called "do something and do nothing", Tencent positions itself as a "digital assistant" role of the "main" (b-end + c-end) party, and also an "ecological co-builder".

What is Tencent's positioning in the automotive industry and what is the landing path?

On November 4, Tencent released an upgraded version of the "Smart Mobility Business Map", which provides a more solid infrastructure construction capability for the digital upgrading of the automotive industry through the means of "cloud + map".

What is a successful technology or what kind of assistant is excellent? In the process of experiencing the service, users do not feel the existence of technology, but the technology that supports the experience is indispensable and can create new value for all parties involved in the ecosystem.

From the bottom logic of Tencent's smart travel "network building", Tencent's "cloud map", in the foreseeable future, may give birth to the explosion point of Tencent's business in this sector.

Digital technology surges, reconstructs industrial organizations and business processes on a large scale, changes resource allocation and production methods, and spawns new production relations and thus generates new commercial value.

In this process of major technological change, based on their respective main business chains and different understandings of the industry, each technology company has actively participated in the collective, forming a blossoming digital industry ecosystem.

Among them, the digital intelligent car track is particularly concerned, and its future evolution direction is today's hot theme of "Internet of Vehicles".

Tencent, which is known for its ability to aggregate C-end, when participating in the co-construction of the automotive digital industry ecosystem based on to b, adheres to the principle of being a "connector" for b-end service providers and c-end service purchasers.

From the upgraded version of the smart travel business map released by Tencent on November 4, including smart cockpit, automatic driving, digital marketing, travel services and automotive cloud digital solutions, covering all aspects of the industrial chain, it can be seen that on the b-side, Tencent is promoting the full-link digitization of the automotive travel industry, while on the C-side, Tencent is committed to providing digital services for the whole life cycle of users.

Wall Street has learned that Tencent hopes to achieve the "people-centered" digital transformation of the automotive travel industry through its own "connector".

In order to achieve the industrial design goal of "connecter", according to Zhong Xiangping, vice president of Tencent and president of Tencent Intelligent Transportation and Mobility, Tencent will promote the commercialization technology of Tencent's industrial design through three things - providing "digital infrastructure" capabilities with cloud and graph as the core, exerting the "people-centered" connection value and promoting ecological co-creation.

In what form does the "cloud" play in it, and what role does it play?

Tencent launched the "Cloud + Saas" full-link digital solution for the automotive industry, which provides multi-dimensional digital capabilities for the basic B-side for R&D and design, production and supply chain, marketing and service, enterprise management, integrated security protection and basic cloud.

In the field of autonomous driving, Tencent released the autonomous driving cloud platform, which aims to jointly accelerate the development and operation of digital technologies for the full link of autonomous driving with industry partners.

What is "figure"? That is, Tencent released a new generation of maps "born for intelligent driving" - Tencent Intelligent Driving Map.

This is aimed at the needs of the people-vehicle co-driving scenario, realizing the cross-domain integration of the driving domain and the cockpit domain, and opening up the underlying data of the high-precision map, the adas (advanced driving assistance system) map, and the sd (street directory) navigation map, forming a data homologous "one map".

Therefore, in essence, "cloud" is to digitize and "go to the cloud" through the "cloud + saas" infrastructure and tools to digitize and "go to the cloud" all nodes of the industrial chain involved in the flow of people, logistics, information flow, capital flow and energy flow carried by the car.

As for "graph", in Tencent's "cloud + graph" structure, the problem of aggregating mobile scene data acquisition is solved.

All service information in the physical world, whether it is the b-end of the service provider or the c-end of the service purchaser, on the contact points that generate connections in the digital world, will generate data exchange and achieve business value flow through "graphs".

Where does this contact point arise? The answer is smart cockpit.

Tencent's intelligent cockpit solution tai4.0 released at the meeting fully links the intelligent driving map with WeChat's connection ability, immersive in-car entertainment and diversified service ecology, and uses "map" as the carrier to efficiently meet the service supply and demand of B-end and C-end around the clock.

Zhong Xuedan, vice president of Tencent Smart Mobility, told Wall Street Insights, "The (intelligent) cockpit is more based on the user-oriented (C-end) interaction and interaction dimension. ”

So who does the C-side interact with and interact with? Obviously and the b-side.

How does the c-side interact with the b-side?

Doing a good job of connection has always been the technical practice principle of Tencent Smart Mobility.

In this upgrade of Tencent's smart travel business, how to play the "people-centered" connection value?

From the perspective of "cloud + map" digital infrastructure capabilities, the core is to achieve user full-scenario linkage, integrated service and operation of the whole life cycle, and personalized service model of user-driven products, behind which a unified account system is needed.

Zhong Xiangping said, "Tencent uses a super digital id (WeChat account) to connect multiple scenes of the user's whole life cycle, so that every c contact point on the C-side can generate value on the B-end, and ultimately serve people and establish a long-term relationship with every end-user." ”

Looking at the development process of Tencent's Internet of Vehicles, it is not difficult to find that the use of super id to connect the service supply and demand between the b-end and the c-end, its implementation measures and business logic, are not the core of this "smart travel business layout" upgrade, but there is still a need to choose to describe it to better understand the logic of this business upgrade.

"'People-centric', the realization path is to connect All kinds of functions and resources of Tencent and third-party b-end service ecosystems into the car, and seamlessly connect the experience before, in and after the car through super id and online payment." Zhong Xuedan told Wall Street, "Based on the AI scene engine, we also pursue the realization of the intelligent scenario-driven 'thousands of people + services to find people', in order to integrate the car WeChat service, to provide highly personalized in-car services for the C-side." ”

When facing the C-side, Tencent realizes the online offline subdivision of small scene services through lightweight mini programs developed by developers. Tencent Mini Scene is a lightweight application framework across os clouds, which can be updated online in the cloud without downloading and installing.

Zhong Xuedan told Wall Street Insights, "Small scenes support all-voice interaction, using visible and speakable interaction methods to meet the needs of vehicle safety interaction." At the same time, small scenes can obtain multi-dimensional scene information changes such as vehicle location information, body dynamics, user interest points and time and space through 'cloud + map', so as to achieve intelligent scene perception and automatic wake-up, start in seconds, and go with it. ”

At present, Tencent Travel Mini Program can connect various service scenarios, provide online digital experience such as car owner services, ride codes and real-time bus inquiries, and also provide offline services for many car living environments such as refueling and driving. Through the Maas (Mobility-as-a-service) platform built by Tencent, the C-end can use super id to provide life services without switching between mobile phones and car machines.

According to Zheng Dongyang, general manager of Tencent Travel Services, at present, the maas platform has access to 300 ecological partners, with a cumulative service of more than 380 million C-end users and more than 60 million monthly service users.

Wall Street has learned that at the invisible level of technology ecology, Tencent has created a lightweight WeChat ecosystem with more than 300 ecological partners (b-end) in the past year, combined with online interaction with the C-end, and created a paas (platform as a service) capability based on Tencent Cloud.

In fact, whether it is building maas or cultivating paas, it contains Tencent Travel's more ambitious future expectations.

Zheng Dongyang said, "We hope to realize the connection and service standardization of the real scene of these C-end online interactions; open the paas platform and unite with the vertical field ecological B-end partner service providers to provide private domain traffic operation capabilities for small and medium-sized enterprises; and make WeChat the travel entrance for small and medium-sized enterprises." ”

This business upgrade also contains Tencent's insight into the development trend of the travel industry.

From the evolution of tai (Tencent Auto Intelligence), we can observe the different layout priorities of Tencent's cognition of the stage of the travel industry.

In 2017, Tencent released the AI in car ecosystem; in 2018, it integrated it into the tai 1.0 car intelligent system, and upgraded it to the tai 2.0 ecological car networking solution in 2019; in January 2020, tai3.0 was first launched on ces, focusing on Tencent Entourage, Tencent Aiqu Listening two apps and Tencent's small scene ecological open platform; this year launched the tai3.0 evolved version of the tai4.0 intelligent cockpit solution, focusing on "new driving, new connection, New Space" cockpit space experience.

In fact, Zhong Xiangping mentioned that Tencent has three things to do at the moment: to provide cloud and graph-centric "digital infrastructure" capabilities, to exert the "people-centered" connection value and promote ecological co-creation, the core points are that at this stage, Tencent Travel should promote the B-end organization and business full-link and C-end car life cycle "cloud" plan.

From 2017 to 2020, Tencent Travel mainly completed the digital "lighting" of end nodes and the ecological "getting on the car".

"Just like a physical network, each connection point needs to be created or transformed with digital technology to form a 'node sub-ecology' and 'get on the car'. In other words, node digital technology capabilities or digital services can be called at any time by the c or b side according to the needs of different scenarios. Zhong Xuedan said, "Digital transformation should also be staged, different stages have different priorities, to complete different tasks, to achieve different goals." ”

The industrial positioning of Tencent Smart Mobility is to do a good job as a "digital assistant".

Zhong Xuedan said, "We will focus on digital infrastructure capabilities to build digital networks to better enhance the digital capabilities and product capabilities of industry partners, improve user experience and reach users more efficiently, which is what we have been committed to doing for a long time." ”

From the perspective of industrial positioning and technical role, the digital network mentioned by Zhong Xuedan is not a network in the usual sense, but refers to the "network" of the two dimensions of the full-link digital capability of to b and the full life cycle of digital services of to c.

Among them, the to b digital capability includes two aspects of organization and business, that is, the structure of various departments within the b-side, and the business is to move its offline to C services online.

In this invisible network, the c-end reaches the digital capability of the b-end of the invisible network node through the super id, that is, the online mini program of the service scene. How can the digital service capabilities of nodes be reached by the C-end without feeling? The path is to perceive the possible needs of the C-side in different scenarios through the same source data of the three graphs, and pop up a lightweight mini program for the C-side to call.

More importantly, Tencent is not the weaver of this network, but provides digital technology tools for its smart travel ecological participants to "weave the network".

In general, in the first stage of the travel industry, Tencent realizes "getting on the car" through the "digital node sub-ecology" and lays out the user contacts at the (mobile phone) end (car machine); at this stage, Tencent has begun to strengthen the digital capabilities of the b-end, deep into the industrial chain to connect the digital nodes previously laid, through the data channel and do business system reconstruction.

"Initially, it was to digitize individual scene nodes that generated a lot of data during the call process. Now it is necessary to reconstruct the business system and use digital technology to connect the entire industry link, with the purpose of effectively exerting the commercial value of the scene data accumulated before. Zhong Xuedan said, "Otherwise, the previous node data is separated from each other, and it is impossible to achieve real data-driven demand." Only after completing the full-link digital transformation or construction, the C-end data on the end can be quickly fed back to the R&D and manufacturing end and the marketing planning end of the vehicle, and finally can the C-end demand-driven be truly realized, which is the core of 'people-centered'. ”

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