Industry:
IHS Markit: Top 10 Automotive technology Trends to watch in 2021 – Links
1. More than 60 percent of new electric cars produced in 2021 can be charged at 100KW DC or faster. Starting in 2021, the most common power range for DC charging will be 100-200kW, with a large number of vehicles with DC charging greater than 300KW, though such vehicles will remain a niche market until at least 2026.
2. BMW will be the first car company to launch 5G cars outside China, and the technology will become mainstream in three years. In 2023, sales of 5G vehicles will reach 4.4 million, and the release of 5G new models will usher in an inflection point. By 2026, 57 million 5G vehicles will be officially on the road.
3. The basic L2 level system, which is widely used and has become standard in most vehicles, sets a new benchmark for vehicle automation. L2+ and driver monitoring systems are being introduced and increasingly offered through OTA updates, and L3 is expected to be released in 2021.
4. By 2030, MaaS vehicle sales are expected to grow at a compound annual growth rate of 18%, while the private vehicle market will be flat. The development of digital keys and authentication services is key to moving to a car-sharing future. As the market evolves, the focus on documenting software requirements and testing/validating complex software use cases remains high.
5. By 2026, Europe will produce 30 percent of the world’s electric car battery capacity. Greater China battery production will increase to 120GWh in FY2021 (an increase of 90% over FY2020).
6. The Telematics Control Unit (TCU) and in-car infotainment systems lead the way in the popularity of OTA functions. In 2025, one-third of new cars will have the ability to remotely update software, including powertrain, battery management, chassis and vehicle safety.
7. An increase in automotive semiconductor lead times from 12-16 weeks to more than 26 weeks has led to a shortage of automotive chips, with capacity constraints exacerbated by chip demand in several industries, which are expected to ease in the second half of 2021.
8. Mass production of 3D printed parts into light vehicle production, digital light processing technology will revolutionize the production of large polymer parts, such as pedal cover, instrument panel cover structure. On-demand 3D printing, which currently restores vintage cars without replacement parts, will also fundamentally change the parts business.
9. In 2021, 46 automakers will offer Adaptive high beam (ADB) systems in their products. European and Japanese automakers will apply ADB systems in the low-end segment, further driving the adoption of the system, while the high-end segment moves to higher pixel headlights, some with more than 1 million pixels.
10. The vehicle autonomous driving function provides the main use case for new types of sensors, especially lidar. Barriers remain in lidar technology, performance and cost, with high upfront costs but relatively predictable cost declines.
Media:
QuestMobile 2021 Sports Marketing Insights Report – links
1. 2021 is a big year for sports. International sports competitions will be held mainly, and e-competitions will come to the forefront. The network broadcasting platforms of sports events are decentralized, among which CCTV, Tencent and iQiyi are the main broadcasting platforms, and Kuaishou is also involved as a short video platform. Users who pay attention to sports information are the core crowd of sports events, and their value to marketing is also more important. The size of the crowd changes with the pace of the events.
2. Iqiyi platform integrates copyright resources and builds sports content ecology on the basis of its pan-entertainment content through event copyright purchase and broadcasting. Iqiyi saw a significant increase in sports traffic during the European Cup, driven by popular events. Through the copyright of NBA and other games, Tencent video platform creates copyright barriers to enrich the diversity of its content, and at the same time derivative more sports related variety content and peripheral products. In addition, the rapid development of the emerging sports industry, which has not changed with e-sports, has also injected new flow and commercial value into the online platform.
3. The short video platform actively expands the copyright layout of sports events, and has successively reached cooperation with major events to give full play to its advantages of fragmentation and timeliness and expand the coverage of events. Sports related content attracts much attention, and sports content is permeated to the masses through content-based platforms. The competition IP will operate an official account on the short video platform and launch an innovative game of “live streaming + short video creation” based on copyright content.
4. The event will focus on attracting brands to cooperate in the form of title or sponsorship, covering a wide range of areas. Beer brands are good at creative advertising through the composition of sports events, event sponsors close to the schedule to increase the creative advertising. Sports brands use marketing methods such as sponsorship of the event or team members’ clothing to launch creative advertising for the event. Internet brand linkage with the event, through interactive games to enhance the sense of user participation. IT electronic brand is bound to the IP of the event, and new products or co-branded products are launched to increase the selling point of the product
5. Young men under the age of 35 are the core group of people who pay attention to sports events; Compared with traditional competitions, e-sports has a younger audience and a higher proportion of women. Meanwhile, e-sports is more popular among people in the sinking market. During the event, a variety of social apps provide fans with a variety of options to discuss the event.
6. Event sponsors generally use the event theme in their advertisements. During the big promotion period, they will also carry out marketing in combination with the event, and choose the media according to the traffic when advertising. The brands that have the endorsement of football stars will increase the advertisements with the theme of football stars during the games, and tilt to the media that has the copyright of the football stars. Brands/platforms that sell event merchandise will also focus on copyrighted sports streamers when advertising during popular events.
Case Study:
1. Kuai hand cut an Olympic blockbuster: “Battle of Tokyo Olili” – link
Created by Kuaishou We studio and Enduan user dreamhand (MOE new animator), the hyperburning paper-cut animation “Battle with Tokyo Olili Gei” was put online on the day of the Opening ceremony of the Tokyo Olympic Games, and received a lot of praise online. Paper cut Chinese athletes in the paper built in the Japanese ukiyo-e style of the scene of blood competition, a mirror to the end of the picture, smooth silky action, attracted a large number of spectators tap water.
As soon as it became the rights-holding broadcaster of the Tokyo Olympics, Kuaishou wanted to create an unusual work to cheer on China’s Olympic athletes. With this in mind, studio We started a crazy brainstorming session to try to come up with a creative entry point to make the work more meaningful. The road to hosting the Tokyo Olympic Games is bumpy, and it is not easy for the athletes who compete for honor for their country. Endless outbreaks, delayed news, interrupted training… Athletes under pressure have come this far through their love of competitive sports. Capturing the commonalities of “love,” studio We decided that We should honor these athletes with people who have experienced the same things.
The post Industry: IHS Markit: Top 10 Automotive technology Trends to watch in 2021 appeared first on PapersSpot.
