What are the relative importance of smart car utilities from consumer perspective and who will lead them?

The long-standing signification of car is expected to accompany a big change, which results in the concept of smart car that can not only improve traffic safety by driving and controlling themselves like robots, but also entertain passengers and support their productive activities through connection to the Internet. Many related companies are seeking to enter the smart car market to take a leadership in the growing smart car market. While there are some researches regarding advanced technologies regarding smart car, there are relatively few efforts that focus on the standpoint of market demand. This study thus aims to understand customer value on upcoming smart car through evaluating the relative importance of idiosyncratic key services of smart car based on analytic hierarchy process analysis. In addition, this paper also evaluates firms and industries that are expected to perform well the preferred services through expert survey. The results show that the most important service is driving assistance, followed by infotainment, and IoT hub. Furthermore, Samsung Electronics ranked the highest, followed by Hyundai Motor, Naver, and SKT. In terms of industries, the rank is in the order of IT equipment manufacturers, platform providers, automobile manufacturers, and network providers. This analysis could help companies diagnose their capabilities and recognize their strengths and weaknesses.