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Research and Markets: 2010 Study What Makes A Good Smart Key System? - Customer Needs Aims To Identify Best Practice Features and Solutions from the Range Of Systems Available In Europe

DUBLIN, May 10, 2010 (BUSINESS WIRE) -- Research and Markets( has announced the addition of the "What Makes A Good Smart Key System? Part 1 - Customer Needs" report to their offering.

Smart Key systems sales are still low despite high levels of user appreciation...

Smart Key systems have now been available for over ten years, yet the industry is still struggling to generate strong customer interest. Drivers who have smart key systems are generally positive towards them and show strong likelihood of choosing a system on their next new car but overall fitment rates remain low.

SBDs three part series, What makes a good smart key system? aims to identify best practice features and solutions from the range of systems available in Europe.

Part 1 - Customer needs is the first report in this set which specifically focuses on the customer needs and expectations of Smart Key systems. It investigates the features that drivers like and dislike, and looks at reasons why many drivers are not buying smart key systems. Opinions are sourced from SBDs multi-national end-user surveys and our extensive benchmark testing and Smart Key market research.

This first report in the series will help you: Understand what smart key functions are important to European customers Avoid common mistakes in system specification Find out why customers may not be buying smart key equipped models, or paying for the optional upgrade Identify opportunities to increase sales of smart key systems in Europe Identify potential causes of customer confusion at the point of sale and during the use of the vehicle Customer comments regarding smart key systems Perceived Benefits It's so convenient if I'm carrying shopping I don't have to find the keys when its raining. It's just so much quicker. Having owned one I don't know how I would live without it. Its a cool feature, it looks hi-tech and not everyone has one.

ALL CONVENIENCE RELATED Concerns How do I know the car is locked? What if the system goes wrong, will I still be able to lock the vehicle? I don't find a remote control keyfob inconvenient to use, so I don't need a smart key? But doesn't that mean a thief can start the vehicle without me being inside? Won't it be really complicated to learn? Either SECURITY RELATED, or THEY CAN'T IDENTIFY THE BENEFITS IMPORTANT CONFIDENTIALITY NOTICE: ** Due to the confidential nature of the report content, your request to purchase this security report will be vetted by the security team, prior to any sale agreement. ** Executive Summary: Enthuse the customer with the right system...

In Europe, smart key technology has appealed mainly to innovators and early adopters. Prices of systems have reduced over recent years and although vehicle manufacturers are using clever ways of combining smart key systems with other optional features, the industry is struggling to generate a strong customer pull in the volume market.

SBD has combined feedback from end users surveys in the UK, Germany and France to understand exactly what customers like and dislike and have found that in general the smart key technology is well received, but there are some features that can cause dissatisfaction or confusion. For an existing customer, that detracts from the positive benefits of using the system, but for a new customer it could be a reason not to purchase.

The second and third parts of this series look at the technical and market trends and relationships between vehicle manufactures and suppliers and the technology used, but this report reveals the crucial customer opinions that can help to specify the most user-friendly systems and avoid some common mistakes, whilst highlighting the best of the existing systems.

For example, it is most important to maintain clear communication between the car and the driver to help new users gain confidence with the system, and to assist in unusual situations such as radio frequency interference or low battery when using back-up procedures, particularly for starting the car.

SBD investigations reveal that the level of explanation given by sales staff was often too low to generate sufficient interest or to highlight the benefits of the smart key system to new car buyers. Combined with a general lack of information in sales literature or websites, customers are unable to make an informed decision to purchase. This report reveals these weaknesses and recommends some actions that could help to promote sales.

Hear the voice of the customer interpreted by technical experts, with clear recommendations backed up by real examples of the solutions on current model vehicles.

Throughout this report, SBD uses in-house expertise and testing results to give examples of good and bad system features. Recommendations are clearly stated so it is easy to understand how to adopt the best practice into new vehicle and system designs.

Key Topics Covered: Executive summary Introduction to the report series Introduction to this report Summary of key points Introduction Report structure Selling a smart key system Primary benefits and concerns Dealerships and information Smart Key system design Thatcham requirements summary Smart entry Knowing the vehicle is locked/unlocked A natural feeling to locking/unlocking the vehicle A natural feeling to locking/unlocking the trunk Smart entry recommendations Smart start Automatic key checks Smart start recommendations Emergency procedures 4.4.1.

Emergency unlock 4.4.2. Emergency lock 4.4.3 Emergency start 4.4.4 Emergency procedure recommendations LIST OF FIGURES Author: David Green Vehicle Security Technical Analyst David graduated from Cardiff University with an honours degree in Mechanical Engineering. He has worked on a number of projects focused on vehicle security and car insurance and specialises in Smart Key technology. David has a broad knowledge of vehicle benchmarking and has contributed to a number of publications on Smart Key development.

For more information visit SOURCE: Research and Markets CONTACT: Research and Markets Laura Wood, Senior Manager, U.S. Fax: 646-607-1907 Fax (outside U.S.): +353-1-481-1716 Copyright Business Wire 2010 -0- KEYWORD: United States


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