BearingPoint supporting JLR's European mobile services roll-out
Car brands Jaguar and Land Rover are providing drivers with a connected experience. Using Ubigi technology, cars can now use an internet connection to navigate the road in real time, as well as accessing music and entertainment.
Spoiled by 24/7 access to the internet via their smartphones, today’s drivers are increasingly expecting to be able to surf the web in their car. In the coming decades hundreds of millions of new cars will be connected cars. Consumers are generally positive about the new features, with many willing to pay upfront for innovative new services. The car of the near future will therefore likely see kids able to watch movie on the backseat, while Dad might navigates and Mum researches the next destination, all while the family enjoys their online playlist.
As the automotive sector is gearing up for the internet of things, top brands are aiming to cater to the growing connectivity needs of consumers. In 2017, this saw Jaguar and Land Rover, both part of the Jaguar Land Rover (JLR) group, which is a subsidiary of Indian automotive company Tata Motors, launched a large programme to equip their cars with cellular connectivity.
The technology has been realised by the introduction of a personal SIM card, which provides a mobile data connection to enable on-board Wi-Fi and infotainment services. For a full passenger experience, connectivity can be provided to up to eight devices, within a range of 15 metres. With the latest vehicle models, Jaguar Land Rover offers customers a 3-year prefunded data bundle, and offers customer the opportunity to purchase additional data top-up packages if desired.
The SIM card uses Ubigi technology, an offering of Transatel, the globe’s fifth largest telecom operator in the world and specialised in connected object technology, including cars. Alongside providing the technology backbone, Ubigi also manages the customer and retailer relations and support, and enables the payment processes for purchasing data bundles. Via their Ubigi account, Jaguar and Land Rover drivers can seamlessly manage the products and services they make use of.
The roll-out of the personal SIM cards commenced last year, with the deployment managed by a combined project team of Jaguar Land Rover and Ubigi. Consultants from BearingPoint were tapped to help lead the project. The joint team have over the last 18 months designed the programme’s strategy and roadmap, and then led the necessary integration into Jaguar Land Rover’s existing operations.
The programme team is also overseeing the local implementation. To ensure a smooth delivery across Europe, deployment to the dealer network was spread out. In phase one, the personal SIM card was successfully delivered to Jaguar and Land Rover dealers the UK, Germany and Italy. In May this year, phase two kicked-off with the deployment into Spain, Portugal, Belgium, the Netherlands, Luxembourg and France.
Commenting on the project, Transatel’s chief executive Jacques Bonifay said, “We are proud that the Jaguar Land Rover Group is extending the services to new countries. We’re looking forward to deploying the Ubigi experience with Jaguar and Land Rover in even more countries in the future.”
Jonathan Stephens, who is one of BearingPoint’s lead consultants on the project, added, “It's great to work with such an iconic brand and supporting them in realising a genuinely strategic priority like connectivity is both exciting and rewarding for our team.” Stephens is based in BearingPoint’s UK office, which is supporting the change initiative at programme level as well as the roll out in all countries.
