作為Navigation Forum的長期合作伙伴，西門子威迪歐汽車電子公司第三次作為唯一的鉆石贊助商參會，顯示了西門子對中國導(dǎo)航事業(yè)發(fā)展的關(guān)注和支持。
會上，來自汽車信息娛樂部門的戰(zhàn)略副總裁Jeff.Zhou代表西門子威迪歐作了精彩演講，并主持了車載，便攜導(dǎo)航與車載信息系統(tǒng)專題會場題為“從技術(shù)和市場的角度看便攜導(dǎo)航與車載導(dǎo)航的競爭與融合”的互動(dòng)討論。這場討論吸引了很多專業(yè)觀眾的關(guān)注和參與。西門子威迪歐還在此次論壇上展示了無縫連接、網(wǎng)絡(luò)與駕駛服務(wù)、基于網(wǎng)絡(luò)攝像機(jī)的交通助理系統(tǒng)等先進(jìn)解決方案，及今年９月在中國市場推出的“天驕”手持導(dǎo)航系統(tǒng)和“倚天”導(dǎo)航主機(jī)。
以下為小編與Mr.Jeff.Zhou（西門子VDO汽車信息娛樂解決方案部戰(zhàn)略與市場營銷副總裁）的專訪內(nèi)容：
1、中國的汽車導(dǎo)航目前進(jìn)入了比較快速的發(fā)展階段，汽車導(dǎo)航市場也將面臨新的機(jī)遇和挑戰(zhàn)，從目前進(jìn)入導(dǎo)航市場的企業(yè)可以看出,市場潛力之大,但從市場能夠的銷售來看較之去年有很大的提高,但并不十分理想,您認(rèn)為目前制約市場發(fā)展的主要瓶頸在哪里？如何解決?
The car navigation market in China is experiencing a rapid growth period. The awareness of car navigation has been increased significantly among consumers due to the introduction of portable navigation devices (PND). In addition the map coverage in China increases further. We noticed also that all OEMs are going to equip in-car navigation systems for their new car models, not only for premium car segment, but also for mass market car segments. Siemens VDO will produce in-car navigation systems in series for Chinese OEMs in 2007. These are all good signs for a rapid development of car navigation in China. As the penetration rate for car navigation increases, the price of both PND and in-car navigation systems will decrease. So we predict that the market for car navigation in China will become highly competitive for next years to come. We believe that the price and performance (e.g. reliability, map coverage, feature contents and easy of use) will be key to meet the needs of targeted customers.
=> 汽車導(dǎo)航市場在中國正在經(jīng)歷著高速增長期， 由于眾多對便攜式導(dǎo)航的市場宣傳與推廣，較之過去的幾年，汽車導(dǎo)航的概念已深入人心。與此同時(shí)，電子地圖的覆蓋率也得到了長足的進(jìn)步。同時(shí)，在汽車制造廠商也為他們的新車型配備車載導(dǎo)航，這些車載導(dǎo)航不光裝備在高端的車型上，而其裝備在一些經(jīng)濟(jì)型車輛。西門子威迪歐也將在2007年為中國的汽車制造商提供一系列的車載導(dǎo)航產(chǎn)品。這些都是中國導(dǎo)航高速發(fā)展的信號。伴隨著汽車導(dǎo)航銷量的增加，無論車載導(dǎo)航還是便攜式導(dǎo)航的價(jià)格都將下降，我們可以清晰地預(yù)見中國導(dǎo)航市場將在未來的幾年間將進(jìn)入激烈競爭狀態(tài)。 我們相信價(jià)格和性能（例如系統(tǒng)可靠性、地圖覆蓋率、功能以及操作性）的表現(xiàn)將成為最終用戶購買的決定性因素。
2、隨著生活水平的提高，人們的出行半徑也隨之?dāng)U大，特別是以LBS為主的需求日漸明顯，您是如何看待個(gè)人導(dǎo)航市場在未來幾年的發(fā)展情況和趨勢？
Location Based Services indeed will provide customer value while drivers on the business or leisure trip. POIs will become key value added feature contents together with route guidance. Siemens VDO has for example developed the software concept C-IQ to provide Map Contents, POIs and 3rd party services in combination with car navigation systems. It has already achieved market success. TMC (Traffic Message Channel) is a well established real time traffic information broadcasting system in Europe used for dynamic routing. All these services are also suitable for Chinese market. The Chinese Government considers the introduction of a traffic message broadcasting system in China. Siemens supports and consults Chinese partners and authorities e.g. BMTIC (Beijing Municipality of Traffic Information Center), ITSC (ITS China), Tongji University, SCCTPI (Shanghai City Comprehensive Transportation Planning Institute). Going forward we believe that the all market participants (e.g. authorities, infrastructure suppliers, content providers, device suppliers, network operators, car manufacturers, service providers) must work together to generate cost-effective service solutions for consumers who are willing to pay for it.
=>LBS (Location Based Services) 確實(shí)在為駕駛者在差旅途中或閑暇旅游非常有價(jià)值。所以POI(興趣點(diǎn)查詢)將與路徑指引一起成為導(dǎo)航的核心價(jià)值。西門子威迪歐已經(jīng)開發(fā)出一個(gè)叫 C-IQ的軟件系統(tǒng)，它能將地圖信息、興趣點(diǎn)查詢以及第三方服務(wù)與汽車導(dǎo)航產(chǎn)品相結(jié)合。這個(gè)軟件系統(tǒng)已經(jīng)獲得了巨大的市場成功。TMC(Traffic Message Channel/交通信息頻道)是一個(gè)即時(shí)交通信息廣播系統(tǒng)，在歐洲已經(jīng)相當(dāng)成熟并且運(yùn)用到了導(dǎo)航系統(tǒng)中的動(dòng)態(tài)路徑選擇功能中。這些服務(wù)同樣適用于中國市場。中國政府現(xiàn)在也正在考慮在中國引入TMC系統(tǒng)，西門子在此項(xiàng)目上給與了積極的支持并與本地的合作伙伴以及權(quán)威機(jī)構(gòu)展開了廣泛的合作， 例如：BMTIC（Bei Jing Municipality of Traffic Information Centre）, ITSC(ITS China), 同濟(jì)大學(xué)，SCCTPI（Shanghai City Comprehensive Transportation Planning Institute）. 我們相信所有的市場參與者（如 權(quán)威機(jī)構(gòu)、基礎(chǔ)供應(yīng)商、服務(wù)內(nèi)容提供商、設(shè)備提供商、網(wǎng)絡(luò)運(yùn)營商、汽車制造商、服務(wù)提供商）都必須緊密合作，以便為那些需要這些服務(wù)的用戶創(chuàng)造出物美價(jià)廉的服務(wù)方案。
3、作為導(dǎo)航硬件企業(yè),您認(rèn)為中國的便攜式導(dǎo)航(PND)和車載導(dǎo)航將如何發(fā)展？如果您是做便攜式導(dǎo)航的企業(yè),請您談?wù)勝F公司便攜式導(dǎo)航的競爭優(yōu)勢在哪里?
In recent years PND has experienced a rapid growth in aftermarket particularly in Europe. The advantages of PND are cheap and mobile. In China the PNDs have been already introduced to the aftermarket and we expect a high growth in next years. We believe that PNDs will become an alternative solution particularly for low end car segments. As mentioned before, all OEMs in China are going to equip line fitted in-car navigation systems for their next car models. Compared with PNDs the in-car navigation systems are well embedded in the Head Unit with large display. In addition in-car navigation systems are able to provide additional information by linking with driver assistance systems e.g. adaptive cruise control, night vision etc. In-car navigation systems can link the map contents with online information like weather conditions, traffic status or parking place offering etc. Therefore we predict that the market for PND and in-car navigation will grow in parallel to meet different customer needs. Siemens VDO has successfully introduced the PNDs this year in China. Our brand VDO dayton is well known and gained substantial know-how in marketing aftermarket navigation systems with outstanding quality particularly in car dealer channels. We will leverage all our strengths to develop our PND business in China.
=〉近幾年來，便攜式導(dǎo)航在汽車后市場的增長很快，尤其是在歐洲。便攜式導(dǎo)航的優(yōu)點(diǎn)是價(jià)格較低、便于攜帶。在中國汽車后市場，便攜式導(dǎo)航已經(jīng)被引入，我們相信便攜式導(dǎo)航對中低端車是一個(gè)較好的解決方案，預(yù)計(jì)在未來幾年將會有高速的增長。之前說過，中國所有的車廠都在考慮為下一代車配備車載導(dǎo)航系統(tǒng)。比較起便攜式導(dǎo)航來，車載導(dǎo)航固定安裝于車內(nèi)，并有較大的顯示屏，而且可以通過與駕駛輔助系統(tǒng)如中央巡航控制、夜視儀等連接，為車主提供更多的信息。車載導(dǎo)航系統(tǒng)可以將在線的信息如天氣情況、實(shí)時(shí)交通信息、停車場信息等和地圖結(jié)合起來。我們預(yù)計(jì)車載導(dǎo)航和便攜式導(dǎo)航將會同步增長以滿足不同的需求。今年，我們西門子威迪歐已經(jīng)成功地將我們的便攜式導(dǎo)航引入了中國市場，在汽車后市場，我們的品牌VDO Dayton知名度很高，并且我們已經(jīng)積累了豐富的市場經(jīng)驗(yàn)，加上出眾的質(zhì)量，我們將會全面投入拓展中國便攜式導(dǎo)航市場。
4、請您談?wù)勀侨绾慰粗袊噷?dǎo)航行業(yè)未來的發(fā)展？
We noticed that the Chinese government has made already tremendous effort to form the Chinese navigation market e.g. the generation of digital map, regulation with regards to use of electronic map and licensing policy. We see also further increasing map coverage in China. Many local suppliers cooperate with well-known international players like Navteq and TeleAtlas to make international standards. The Chinese OEMs have started introducing in-car navigation systems for next car models. Mobile navigation like PND and mobile phone navigation will further penetrate the aftermarket. Therefore we expect that the Chinese car navigation market will enter into a new growth phase with different offers according to consumer preference. In summary we believe that feature contents with high customer benefits, better quality with acceptable price and continuous promotion in public will be key success factors to gain consumer confidence for a rapid development of Chinese car navigation market.
=>我們注意到，中國政府已經(jīng)為中國導(dǎo)航市場的發(fā)展做了很多工作，包括電子地圖的開發(fā)應(yīng)用許可制度及規(guī)則制定等。我們也看到中國導(dǎo)航地圖越來越全面，許多本土供應(yīng)商開始和國際著名的地圖商如Navteq， TeleAtlas 等合作，準(zhǔn)備開發(fā)國際標(biāo)準(zhǔn)。中國的汽車生產(chǎn)廠家也開始把車載導(dǎo)航系統(tǒng)整合入下一代車型�？梢苿�(dòng)的導(dǎo)航如便攜式導(dǎo)航、手機(jī)導(dǎo)航系統(tǒng)等會進(jìn)一步滲透汽車后市場。為此我們預(yù)期中國的汽車導(dǎo)航市場會進(jìn)入一個(gè)新的增長階段，各種不同的產(chǎn)品滿足不同的客戶需要�？偟膩碚f我們相信在中國導(dǎo)航市場上，提供更高的客戶價(jià)值、更好的質(zhì)量、可接受的價(jià)格、不斷的面向公眾的推廣是贏得消費(fèi)者信賴實(shí)現(xiàn)高速發(fā)展的重要因素。
