There was a time when the business world was forced to choose how it would deal with one technology advancement at a time. A company could identify how it would adopt or integrate advanced computer functionality over a period of years.
Mouse-clickable, menu-driven software was not deployed by every office, warehouse or facility the first few months it was available. In fact, there are many green screens still serving as the platform for tabbing and entering information one keystroke at a time.
Aftermarket companies cannot apply the same deliberate approach to emerging technologies today. First, there are multiple trends and advancements bombarding the industry simultaneously. Consider the Connected Car, Additive Manufacturing, increased capabilities of robotics for warehouse operations and software companies as parts suppliers.
Maybe they all are not ready for prime time use at the same time, but companies must proactively monitor, discuss and plan for them without knowing the exact time the technologies will achieve widespread acceptance.
Second, speed to market continues to accelerate. Individuals and markets are much more willing and capable of adopting new technologies and trends than at any point in history. Consider that Cloud, SaaS and virtual environments enable software to be replaced and upgraded in a matter of minutes instead of hours or days.
The following is not a technology-related example, but a new way to purchase tires has suddenly appeared. Consumers are starting to rent – yes rent – tires for their vehicles. Are suppliers and retailers adopting to this trend that seems to have materialized with no warning?
Third, consumer demand for newer and more functional devices increasingly is creating a generation of individuals who are open and willing to explore new technologies and new methodologies. For example, while I conduct Web-based research, I typically do not think Internet first when making personal purchases. I recently purchased a pair of eyeglasses with a progressive prescription from an e-tailer. The cost was less than half what I would have paid at my optometrist, and the product met my expectations. I am now much more predisposed to think about and make online purchases.
The industry recognizes the potential opportunities and threats represented by the broad technology genre known as Telematics, and it seems many aftermarket companies are wrestling with the most appropriate strategies for dealing with it. However, there are other technologies evolving and moving quickly to mainstream adoption and acceptance, at varying velocities of course.
Additive Manufacturing, of which the best known segment is known as 3D Printing, promises significant changes to how products are designed, manufactured, distributed and even installed. E-Tailing models seem to be reinvented every other month with many e-tailers working to identify their B2C and B2B approaches. The self-driven or Autonomous Vehicle is driving toward reality, and one can only imagine the number of ramifications of mass use of this technology on the country’s roads.
Automotive aftermarket suppliers and their channel partners cannot afford to read an interesting article, watch a two-minute demo or exchange a text with a business associate about these potentially disruptive technologies and do nothing. Action is required to avoid being blindsided, and there is a unique opportunity to begin the process of taking action.
The AASA Technology Council (ATC) and Marketing Executives Council (MEC) will address these topics during the ATC Fall Conference, which will be held Sunday, Oct. 13 through Tuesday, Oct. 15 in Marco Island, Fla. Following presentations by subject matter experts on e-Tailing Supplier Success Strategies, The Autonomous Vehicle and Additive Manufacturing, conference attendees will, through small-group discussions, discuss the opportunities and threats of each technology relative to the aftermarket industry.
Marketing and technology executives debating the emerging technologies in an open, collaborative forum will generate ideas and solutions each will deal with in his/her respective companies. Isn’t that the purpose of an industry event – discuss and identify new and innovative approaches to industry challenges?
More details on the event are available at www.aasatechnology.org.
Chris Gardner is vice president, programs and member services, for the Automotive Aftermarket Suppliers Association (AASA). He is the executive director of the AASA Technology Council (ATC), which provides leadership and a forum for technology leaders from supplier companies to exchange best practices, identify leading technology trends and address technology issues in the aftermarket.
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