Zheng Xu
Senior Connected Services App Product Owner
Nissan Motor Corporation
About Zheng Xu
Connected vehicle platforms are becoming increasingly sophisticated, yet greater customer engagement does not necessarily translate into sustainable digital revenue. This creates a growing challenge for OEMs as software-defined and connected mobility models increasingly depend on recurring customer value.
Drawing on six years of product experience across BMW and Nissan, this session explores why usage volume alone is an insufficient predictor of willingness to pay. It introduces a behavioural framework based on three customer modes — Discover, Execute and Commit — and examines how each relates differently to perceived value and subscription decisions.
The session also introduces the “Decision Compressor”: the final renewal period, when customer intent, friction and perceived value converge into a critical commercial decision. Rather than treating this simply as another stage in the customer journey, the session explores why it should be understood as a distinct behavioural phase.
The central argument is that connected mobility monetisation depends not simply on increasing engagement, but on helping customers recognise value that is distinct, ongoing and worth paying for.
The session concludes with practical implications for OEM product and digital teams: how to move beyond feature-usage metrics, design for perceived value, and build connected experiences that support stronger retention and sustainable digital revenue.
📅 Don’t miss this opportunity to gain exclusive insights into the future of electric & autonomous mobility! Secure your spot now:
👉 Register here
