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Tesla: platforms to create network effects

Tesla it has built a complex ecosystem of products that reinforce the value of each other, creating a protective barrier beyond the effect on its network of clients of its platform.

Electric vehicles are its core. But the company has also developed advanced software, an energy charging network and sells complementary products such as home electric storage and solar roofs.

Tesla it has also built more than 25.000 feeding stations around the world that Morgan Stanley analyst Adam Jonas considers an important strategic asset: "Part of the strategic attraction of Tesla it's your physical infrastructure footprint, which we believe, over time, can improve the customer experience, reduce friction points, and support fleet management of the many millions of Tesla vehicles on the road and both owned and commercial Fleets from third parties.”

Tesla superchargers in North America

Tesla sees electric vehicles as a platform made up of car buyers and fast-charging stations. Selling electric vehicles only makes sense if drivers can easily charge them, but investing in a charging network is financially viable only with a large electric vehicle base.

The company is addressing this challenge by building the cars and the network at the same time. Other automakers have taken a different approach. BMW Group, Ford Motor Company, Hyundai Motor Group, Mercedes-Benz AG y Volkswagen Group formed a joint venture called IONITY.

This fast-charging network is intended to serve electric vehicles in Europe, but currently only operates a few hundred stations. Volkswagen is also building a network electrify america (EA) which operates about 600 stations in the United States.

It is also ahead of the competition in other areas. Its software is not yet capable of the full autonomy that its CEO Elon Musk has promised for years, but it offers plenty of benefits. Tesla pioneered over-the-air (OTA) software updates that can improve range, braking, power, and driver assistance capabilities.

Traditional automakers are catching up, but their OTAs are often focused on maps, Bluetooth and other "infotainment features," says Gene Munster of venture capital firm Loup Ventures.

But the protective barrier of Tesla it doesn't end with fast charging stations or software.

The company also provides solar roofs, solar panels and Powerwall home batteries. These products reinforce Tesla's brand focused on sustainability and can appeal to existing electric vehicle owners by offering a renewable energy source in the home.

Musk is also interested in using his other companies to promote cars. Tesla. For example, SpaceX sent a Tesla Roadster into deep space as part of a Falcon demonstration in 2018.

This publicity continues to generate headlines, such as when the car passed Mars in October 2020.

Musk's Boring Company is also using Tesla vehicles to promote
its underground tunnels in Las Vegas.

Both futuristic companies are frequently covered by the media and generate buzz on social platforms. By lining up the cars Tesla With Musk's broader ecosystem of products and his personal brand, the company is only multiplying the effects on his platform's customer network.

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