We came across a very interesting case related to GM and its technology portfolio, relative to other auto makers companies.
It is of common perception that if we were to associate GM to a specific sector, most likely we would be associating it with the Automotive and Vehicles sector.
This is what is commonly perceived based on what the main output of a company is, in this case… cars.
Most of the times, the output association approach might not be providing the whole picture of what is a [articular company actually focusing on from a technology stand point.
We used InnoGPS to understand how GM is fundamentally positioned relative to other sectors such as the:
- Telecommunications sector (Qualcomm, Broadcom, Ericsson, Huawei, Nokia, Cisco)
- IT sector (Facebook, Amazon, Google, Alibaba, Microsoft) and
- Automotive sector itself (Toyota, Tesla, BYD, Ford).
To do so we computed and compared the Technology Proximity values between all the above companies.
To our surprise GM portfolio was positioned very close to the Telecommunication sector and further away from the Automotive sector, as we intuitively expected originally.
Let’s say for example that Toyota wants to implement or update some of the technologies embedded into their vehicles because they are aware of specific trends taking place in the market.
One of the thins Toyota will have to, is a competition analysis to understand who will be the players that can threaten their market share in that particular sector.
By having information related to Technology Proximity relative to other companies, Toyota can immediately see who potential competitors in that space are and thus adjust their strategic decisions accordingly, from technical development down to marketing in order to optimize their innovation efforts.
Such insights can provide the sort of intelligence information that might not be readily available with raw public information and rumors about strategic decisions that different companies pursue to stay competitive in the ever-changing market.
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