Unique features from other related rivals:

Source: https://intellias.com/automotive-app-development-for-exceptional-driving-experience/

Common features Unique case: Mercedez Benz Me Othe related apps

appp
creating an allows car owners and even users The same
of taxi services to check a car’s
ecosystem of current tire pressure, fuel level,
mobile battery charge, and more.
applications.
Checking current status allows car owners and even users ŠKODA Connect App:
of the vehicle’s owner of taxi services to check a car’s  a companion application allows you
current tire pressure, fuel level, to check a vehicle’s status, including
battery charge, and more. its fuel range, driving data, and last
parking position.
 It has a mobile navigation feature,
and the app’s Trip Planner function
makes sure you always arrive at the
right place at the right time.

MyCitroën App:
 can show the exact location
of a car, making it easy to
find in a parking lot. It
displays the details of a
journey and collects trip
statistics, providing feedback
for drivers so they can
improve their skills
 The app helps car owners
check their maintenance
plans and schedule
appointments when needed.
It also provides quick user
support
Customer feedback:
a British OEM and automotive app development company that specializes in the production of luxury cars,
came with a challenge. They wanted to improve the driving experience with a sophisticated human-
machine interface (HMI) system and mobile companion apps. Our team of Intellias engineers designed
and implemented a comprehensive, stress-free HMI that offers an innovative navigation experience by
combining mobile devices, vehicle head units, heads-up displays, and rear-seat displays into one cross-
linked system.
a global automotive navigation market leader, decided to shift from simple point-to-point guidance to
more innovative and personalized navigation. To achieve that, they needed to build an SDK for
sophisticated IoT-centric in-vehicle infotainment systems. This SDK had to enable cloud-powered cross-
platform communication, over-the-air (OTA) map updates, real-time traffic, routing, and destination
predictions, and integration of data from vehicle fleet sensor
https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/the-case-for-an-
end-to-end-automotive-software-platform

Other Researches

Car connectivity is a crucial selling point for OEMs and auto manufacturers. A survey by
McKinsey shows that 40% of respondents will change their vehicles for better connectivity
services. So it’s no wonder that to retain their customers, automakers have to provide as many
connected car features as they can. This includes mobile app development solutions and
developing auto companion apps for smartphones and wearables.
Meet the most interesting automotive apps on the market
Car manufacturer apps
MERCEDEZ BENZ ME APP – Unique Case:

The new Mercedes-Benz Apps combine improved base functionalities with an even more
attractive customer experience. Operation is even easier and more intuitive at the same time.
Ritta Seeger, Member of the Board of Management of Daimler AG and Mercedes-Benz AG,
responsible for Sales: "The new generation of Mercedes me Apps makes it even easier for our
customers to contact Mercedes-Benz around the clock. They can book a service appointment at
their preferred dealership or send their next travel destination directly to their car by app, for
example
Intelligently networked: the new Mercedes me Apps
• All Mercedes me Apps will be closely linked with one another in future.
• The Mercedes me App links the smartphone with the owner's vehicle.
• The Mercedes me Store App offers convenient access to the digital products from
Mercedes-Benz.
• The Mercedes me Service App provides a reminder in good time of service
appointments such as service or maintenance work
• The new generation of Mercedes me Apps was developed in an international internal
Daimler community, above all together with the USA and China and trialled in close cooperation
with customers.

A common basis: the Mercedes-Benz Mobile SDK

In 2019 Mercedes-Benz was the first vehicle manufacturer to grant software developers from all
over the world access to the Software Development Kit (for short: SDK).
The SDK functions as a type of programming construction kit: it makes available interfaces to the
vehicle on which the new apps can build. As part of this the security of the data is guaranteed at
every point in time.
Here Mercedes-Benz has clear guidelines on which data are made available to programmers.
The fundamental principle is this: all Mercedes-Benz vehicles have extensive safety and anti-
theft systems. Secure access to systems, data security, data privacy and anti-theft protection are
key elements of our research and development activities.

Best Customer Experience 4.0: customer requirements in the digital age:

Setting key component of the sales initiative: Best Customer Experience 4.0" in the Mercedes-
Benz Cars business division – Developing The Mercedes me Apps

 The Aim: offer customers a seamless and convenient experience whenever they
want to contact Mercedes-Benz
Mercedes-Benz is seamlessly blending physical retail with the digital channels and is redesigning
it with innovative store and location concepts.
MERCEDEZ ‘s FUNCTION:

How Mercedes-Benz Drives Awareness and Usage of New App Features Across its User Base

App engagement is all about putting the user’s needs first

It operates as a software development company within the carmaker Mercedes-Benz and
systematically builds up digital expertise for marketing and sales=> improve product and
marketing

Unique feature: With the Bertha Pay feature, launched in 2019, users can also securely pay for
gas from inside their car.

Mobile payment spells convenience for users – but only if they know and understand how to
use it. This is where a firm grasp of analytics and insights into user intent, starting with how and
why they came into the app in the first place, allows marketers to remove app friction and
increase convenience.
 Growth Manager at Mercedes-Benz.io, shared insights on strategizing and
setting up marketing campaigns to educate users and drive deeper engagement
with the Bertha app.

 “We started as a price comparison application which is something that has a

very strong foothold in the German market. But adding in the additional mobile
payments, and educating users, has been an interesting challenge to tackle, It
led to us having two completely different sets of users that we wanted to merge
into one.”
Learning from Audience Analytics to Educate Users

Bertha has a large base that is a huge fan of the price comparison functions within the app. On
the other hand, the app enjoys increasing popularity among users interested in the payment
feature.

Smart approach:

 “When we spot a user who is just joining the application, we customize messaging to
direct the user to where we know they want to go.” For existing users, messaging is
less about onboarding and more about encouragement. “We want existing users to try
payments,” Grncarov explains.

 Working with CleverTap allows the team to test multiples of each. “It’s about testing
and figuring out the exact trigger point that really pushes users to switch from using the
price comparison aspect [of the app] to also fuelling and paying [with the app] at the
gas station.”
Crafting Messaging to Help Newbies Feel Secure

Mercedes team manly focuses on encouraging their owners to try mobile payments (including
gas purchase, featured products etc). Meanwhile, they also remain reassuring users about the
safety and security of the application as they try it for the first time.”

Their tip: “Don’t only educate users on how to use your app features. Craft messaging to
help users feel safe and secure about their decision to do it”

Requirements to implement the marketer empowerment:

 Insights into the data
 Tools for empower marketers testing (if and where messaging (and how) messaging
propels a change in user behavior)
 map out journeys in the case of newly acquired users.
 Track the original source that their new clients come from
 Track the location where clients mostly use the application

Reading the Data to Choose the Tactics

Predicting Users’ Act based on their input in the calculus of customer retention and lifetime
value.
 Determine retention
Identifying the channel to be be suitable for the client or not to acquire users for your certain
application.
Giving feedback when needed and send in requests for features and improvement that they see.
 Measure the value these engaged users bring at the start
 For the long term, teach the app the most about how to keep their clients happy,
retain them and build a better environment for all incoming users.”

The Takeaway

Use data to inform messaging that is authentic and empathetic to their individual needs and
concerns.
Biggest challenge: Educating the application’s entire user base to use them
Steps:
For newly acquired users:
 show (and explain) the core value proposition or app feature that brought them
to your app in the first place.
 Harness data around channels and sources to map journeys based on express
user behavior and predictions around the actions users in this cohort are most
likely to take.
 For existing users:
 use messaging to drive interest and education about features they don’t know
but should explore.
 Use segmentation and testing to tailor messaging and personalize prompts and
reminders.

Mercedes-Benz.io uses a mix of channels to reassure users uncertain about mobile payments.
Source: https://clevertap.com/blog/how-mercedes-benz-io-drives-awareness-and-usage-of-
new-app-features/

Conclusion:
Best customer experience from Mercedes will allow customers to make it even easier for new
and existing customers to access the products and services of Mercedes-Benz.

Source: https://group-media.mercedes-benz.com/marsMediaSite/en/instance/ko/From-the-
app-to-the-digital-ecosystem-the-new-generation-of-Mercedes-me-Apps-launches.xhtml?
relId=1001&fromOid=46998927&resultInfoTypeId=172&styleId=5009&viewType=grid&sortDefi
nition=PUBLISHED_AT-2&oid=46998927&thumbScaleIndex=1&rowCountsIndex=5
https://medium.com/marketing-in-the-age-of-digital/mercedes-benz-from-website-to-app-an-
overview-fa8184d7f21