Tag Archives: OEM

Why Google Maps & Waze will Crush GPS

Google’s $1.1 billion acquisition of Waze this past summer continues to be big news.  Waze, by crowd-sourcing mapping and navigation, is changing how we commute and how we shop.  Google wanted Waze since they were both in the Search business.  Google searches the web.  Waze searches the real world.  Unlike Google Maps, Waze’s navigation can be edited by users within its community- adding police alerts, accidents, road hazards or traffic jams.  This social mapping content is shared by other drivers, in real time, and is very valuable: drivers already use it on a constant basis to find the cheapest gas stations on their routes.  By joining forces, Google Maps/Waze combines the power of Google’s individual user data, search history, and Google+ social data  to offer laser targeting recommendations and advertising.

For OEMs and automotive dealers, this has several implications, as the panel will discuss.  First, the OEM or dealer that dominates the search and mapping screens on smartphones and tablets, along with providing targeted ads based on the users’ intentions, will win.  Second, for OEMs and dealers layering customer data onto the new database, the mobile search experience will direct consumers to local dealers for service or sales.  Third, consumers shopping for cars can be alerted when matching inventory is nearby, or offered fixed ops deals or incentives.  Fourth, OEMs will want to rethink current GPS strategies, opting for a Google/Waze GPS that’s tied to the consumer’s social network and search preferences.  This provides a more robust experience to both the OEM and local dealerships, with the opportunity to create targeted advertising to consumers during the moment of decision.  If combined with vehicle telemetrics systems, this software-based solution could determine service needs (oil changes, vehicle recalls, etc) and prompt drivers to local dealerships running special promotions through Google/Waze.

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Some Battles Ahead for Automotive Domain Names

Didn’t you think the dust had really settled on domain names (website addresses)?  Sure, there were tons of land-grabs from the mid 1990’s to the mid 2000’s, but much of that seems to be over.  Every once in a while we hear of a new dot-something extension being added, but nothing earth shattering.  Well, that is all set to change based on the new rules of the game.

Whether you have one or multiple websites for your store(s), you currently have one of twenty-two (22) Top-Level Domains (TLDs).  I’m referring to the .com, .net, .cc, and so on.  This past June, the Internet Corporation for Assigned Names and Numbers (ICANN) began allowing a large number of new Generic Top-Level Domains (gTLDs), and offered the ability to apply for them.  If a company was awarded one or more of these TLDs, they could begin to sell website URLs with the related extensions.  For instance, General Motors could secure .chevy and create websites with this extension.

However, applying for these new gTLDs was very expensive, with an upfront application fee of $185,000, and if you were lucky enough to be chosen, you would pay $25,000 each year (only one company could be awarded each unique gTLD).

On June 13, 2012 ICANN made the list of gTLDs public on newgtlds.icann.org   I downloaded this list and began to analyze it.  It was extremely interesting to review, some bids were made for some potentially great, and sometimes crazy domains.  I thought that: .APP  .INC  .LAW  and .WEB were all possible winners.  Walmart went for .George and I’ve already sent them a note asking for early registration of Nenni.George, very cool.

As expected, some of the heavy hitters in digital marketing applied for quite a few.  Among the leading applicants of course were Google and Amazon (9% of applications), but another new startup called Donuts Inc. also emerged.  Donuts seemed to come from nowhere to bid for some potentially lucrative gTLDs.  They are well funded by $100 million in venture capital and submitted a staggering 16% of all 1,931 applications.

During my analysis, I pulled out all of the automotive-related gTLDs (listed below), they accounted for 3.5% of the overall list. In the automotive world, we also had plenty of activity, but companies seldom went for large purchases.  The OEMs naturally bought their brands, likely to begin having their dealers move to OEM-approved websites with their own custom extension.  I think OEMs will look back on this and see that it was a very smart strategic move, especially brands like Audi, Ford, and BMW since it creates a 3-4 character extension and still secures the brand well.  I personally think that George.BMW has a very cool ring to it.  As I reviewed the list, perhaps the most shocking news was the few automotive OEMs that did NOT secure their top-level domain.  Acura, Mazda, Mercedes, Rolls-Royce, Scion, Smart, and Subaru all failed to be a part of this potentially lucrative domain grab.

Time will tell how important this becomes, but as I looked at the number of major global players that took part in this, I would say this will become very big business in the future.

String

Applicant

Website

AAA

American Automobile Association, Inc.

http://www.aaa.com

AUDI

AUDI Aktiengesellschaft

http://www.audi.de

AUTO

Big Maple, LLC

 

AUTO

Dot Auto LLC

 

AUTO

Fegistry, LLC

 

AUTO

Uniregistry, Corp.

http://www.uniregistry.com

AUTOINSURANCE

Allstate Fire and Casualty Insurance Company

 

AUTOS

DERAutos, LLC

 

BENTLEY

Bentley Motors Limited

http://www.bentleymotors.com

BMW

Bayerische Motoren Werke Aktiengesellschaft

http://www.bmwgroup.com

BOSCH

Robert Bosch GMBH

http://www.bosch.com

BRIDGESTONE

Bridgestone Corporation

http://www.bridgestone.co.jp

BUGATTI

Bugatti International SA

http://www.bugatti.com

BUICK

General Motors LLC

http://www.gm.com

CADILLAC

General Motors LLC

http://www.gm.com

CAR

Charleston Road Registry Inc.

 

CARS

DERCars, LLC

 

CARS

Koko Castle, LLC

 

CARS

Uniregistry, Corp.

http://www.uniregistry.com

CHEVROLET

General Motors LLC

http://www.gm.com

CHEVY

General Motors LLC

http://www.gm.com

CHRYSLER

Chrysler Group LLC.

http://www.chryslergroupllc.com

DATSUN

NISSAN MOTOR CO., LTD.

http://www.nissan-global.com/

DEAL

Amazon EU S.à r.l.

http://www.amazon.com/

DEAL

Uniregistry, Corp.

http://www.uniregistry.com

DEALER

Dealer Dot Com, Inc.

Home

DEALS

DotDeals Inc.

http://www.radixregistry.com

DEALS

Sand Sunset, LLC

 

DEALS

Top Level Domain Holdings Limited

http://www.tldh.org

DODGE

Chrysler Group LLC.

http://www.chryslergroupllc.com

DUNLOP

The Goodyear Tire & Rubber Company

http://www.goodyear.com

FERRARI

Fiat S.p.A. (“società per azioni”)

http://www.fiatspa.com

FIAT

Fiat S.p.A. (“società per azioni”)

http://www.fiatspa.com

FIRESTONE

Bridgestone Corporation

http://www.bridgestone.co.jp

FORD

Ford Motor Company

http://www.ford.com

GMC

General Motors LLC

http://www.gm.com/

GOODYEAR

The Goodyear Tire & Rubber Company

http://www.goodyear.com

HONDA

Honda Motor Co., Ltd.

http://www.honda.co.jp/

HYUNDAI

Hyundai Motor Company

http://www.hyundai.com

INFINITI

NISSAN MOTOR CO., LTD.

http://www.nissan-global.com/

JAGUAR

Jaguar Cars Limited

http://www.jaguar.com

JEEP

Chrysler Group LLC.

http://www.chryslergroupllc.com

KIA

KIA MOTORS CORPORATION

http://www.kia.co.kr/

LAMBORGHINI

Automobili Lamborghini S.p.A.

http://www.lamborghini.com

LANDROVER

Land Rover

http://www.landrover.com

LEXUS

TOYOTA MOTOR CORPORATION

http://www.toyota.co.jp

LINCOLN

Ford Motor Company

http://www.ford.com

MASERATI

Fiat S.p.A. (“società per azioni”)

http://www.fiatspa.com

MINI

Bayerische Motoren Werke Aktiengesellschaft

http://www.bmwgroup.com

MITSUBISHI

Mitsubishi Corporation

http://www.mitsubishicorp.com

MOPAR

Chrysler Group LLC.

http://www.chryslergroupllc.com

NISSAN

NISSAN MOTOR CO., LTD.

http://www.nissan-global.com/

RACING

Black Orchard, LLC

 

RACING

Premier Registry Limited

 

RACING

Uniregistry, Corp.

http://www.uniregistry.com

RAM

Chrysler Group LLC.

http://www.chryslergroupllc.com

SMART

Smart Communications, Inc. (SMART)

http://www.smart.com.ph

SUZUKI

SUZUKI MOTOR CORPORATION

http://www.globalsuzuki.com

TATA

TATA SONS LIMITED

http://www.tata.com

TATAMOTORS

Tata Motors Ltd

http://www.tatamotors.com

TIRES

Bridgestone Americas Tire Operations, LLC

http://BridgestoneTire.com

TIRES

Dog Edge, LLC

 

TIRES

The Goodyear Tire & Rubber Company

http://www.goodyear.com

TOYOTA

TOYOTA MOTOR CORPORATION

http://www.toyota.co.jp

VOLKSWAGEN

Volkswagen Group of America Inc.

http://www.volkswagengroupamerica.com

VOLVO

Volvo Holding Sverige Aktiebolag

http://www.volvogroup.com

YOKOHAMA

GMO Registry, Inc.

http://gmoregistry.com/

     

Missing:

   

Acura

   

Mazda

   

Mercedes

   

Rolls-Royce

   

Scion

   

Smart

   

Subaru

   

Which OEM Sites are getting Pinned?

I remain very curious of Pinterest, and its increased activity from the automotive perspective.  I’ve followed a few car dealers, more than a few OEMs, and have been carefully watching the “pinning” activity that’s been going on related to vehicles, accessories and related industry topics.  Not all OEMs have set up Pinterest accounts, but every single OEM has had vehicle images posted from their websites.  People have pinned their cars, and placed them on their personal interest boards, and many have asked their social network to help them decide what is the right, next car for them.  Clearly OEMs should begin to monitor, and then figure out how to best engage these shoppers, to be a part of the conversation regarding the interest in their brands and products.

I thought it would be interesting to measure how much of this has currently taken place, and so I’ll share my findings with you.  Using the Pinterest URL:  http://pinterest.com/source/OEMSITE.com/  you can easily find for each OEM, which vehicles (and how many) are being pinned.  This data was gathered both during the first weeks in March 2012 and April 2012.

As we saw a number of OEMs bunched up at the low 300s mark, we wondered if Pinterest has an internal limit.  We searched online and couldn’t find documentation to support this.  However in looking at Etsy at 328,  Martha Stewart at 352, Lowes.com at 328, and Amazon at 344, it’s highly unlikely the best automotive brands could beat out these sites that clearly appeal to core Pinterest users.  In Pinterests recent change in “Terms & Privacy”, they state that “…Pinterest may retain your User Content for a commercially reasonable period of time…” which could mean they simply purge or archive Pins after some period of time.  I think the message is to popular brands that are below 200 images, there is room for improvement, including Kia adding non-Flash images for pinning.

We also saw some strange variances from March to April, with very large declines for BMW, Mazda and Volvo.  This could be Pinterest doing archival maintenance, users closing accounts, or Pinterest closing spammer accounts.

I’m interested in hearing your feedback, and what conclusions we might draw.

Automotive OEM Domain Name Images March 2012 Images April 2012 Variance
Jeep jeep.com/

320

335

15

Porsche porsche.com

325

330

5

Land Rover landrover.com/

335

325

(10)

Cadillac cadillac.com

330

325

(5)

Dodge dodge.com/

325

325

0

Chevrolet chevrolet.com/

330

320

(10)

Acura acura.com/

320

320

0

Mercedes Benz mbusa.com/

320

320

0

Honda automobiles.honda.com/

310

320

10

Lexus lexus.com/

330

315

(15)

Toyota toyota.com

325

315

(10)

Ford ford.com/

300

315

15

Lamborghini lamborghini.com/

290

315

25

Subaru subaru.com

320

310

(10)

Hyundai hyundaiusa.com/

270

300

30

Ferrari ferrari.com/

270

275

5

BMW bmw.com/

305

210

(95)

GMC gmc.com/

220

210

(10)

Nissan nissanusa.com

210

205

(5)

Jaguar jaguarusa.com

185

195

10

Audi audiusa.com

170

180

10

Volkswagen vw.com

175

175

0

Mini http://www.miniusa.com/

36

160

124

Infiniti http://www.infinitiusa.com/

130

155

25

Buick buick.com/

135

150

15

Lotus lotuscars.com/

75

100

25

Lincoln lincoln.com/

75

90

15

Ram ramtrucks.com/

80

75

(5)

Mazda mazdausa.com/

225

45

(180)

Volvo volvocars.com

310

40

(270)

Chrysler chrysler.com/

75

35

(40)

Mitsubishi mitsubishicars.com/

4

30

26

Fiat fiat.com/

2

30

28

Hummer hummer.com/

8

8

0

Suzuki suzukiauto.com

2

3

1

Saab saabusa.com/

1

1

0

Kia kia.com/

0

0

0

*Kia was only unpinnable OEM due to Flash images