Moving from tangible to intangible: how carmakers deploy data monetization

Abstract

Thisstudy aims at assessingdata monetizationas a potential profit source for carmakersthrough qualitative research with inductive and deductive analysis.Findings suggestthat data monetization is currently neither often nor widely applied among carmakers, especially regarding data selling. Further investigation identified three potential issues: (1) carmakers lackdata curation and exploitation capabilities; (2)carmakersaim tocover the whole datavalue chain internally; and (3)the market for data selling is underdeveloped. Therefore, data monetizationseems to be at an early stage of development among carmakers and,tobecome an effectiveprofit source, requires sharp business strategies