E-bike Telematics - Survey Results

E-BIKETELEMATICS
An online survey to gather the industry opinion about the e-bike
telematics technology and to analyze its German market potential
Survey as part of the master thesis “E-bike Telematics”
by Nils Niederheide, MBA in International Marketing

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Published in Feb 2014

DECEMBER 2013 MASTER THESIS “E-BIKE TELEMATICS” BY NILS NIEDERHEIDE
START
SURVEY METHODOLOGY
Method
Online questionnaire with web link distribution via direct e-mail, social
media (LinkedIn, XING, Facebook) and via an e-mail newsletter of the
bicycle trade magazine “Bike Europe”
Purpose
To analyze the current situation on the e-bike market and to
evaluate the German market potential of the e-bike telematics
technology by gathering an industry opinion.
Audience
In total 87 industry experts like bicycle manufacturers and other  
e-bike professionals took part and ﬁlled out the questionnaire.
2
Period  
Surveyed
From start of October till mid of November 2013.
E-BIKE MARKET TELEMATICS

START
‣ 40% of the audience are employees of
bicycle manufacturers.

‣ 60% individuals are professionals in
related e-bike businesses like
marketing, media or other services.

‣ Participants in higher positions have
been selected with priority:

‣ 32% senior management position

‣ 48% middle management position

‣ 20% couldn’t be allocated / n.n.

‣ Median years of e-bike experience is
6,0 years per participant.
AUDIENCE SURVEYED 3
87 ParticipantsTOTAL
1.Audience structure
German International Total
Bicycle manufacturers 29 33,33 % 6 6,90 % 40,23 %
E-bike professionals 26 29,89 % 26 29,89 % 59,77 %
55 63,22 % 32 36,78 % 87
2. E-bike experience
less than 3 years
more than 3 years
20 yearsMIN 20%German audienceMAX 1 63%
3 years exp.MAX 2 85%

START
KEY FINDINGS - E-BIKE MARKET 4
Main target group of e-bike industry is the 30 to 60 year old clientele.A comparison with age groups interested in
e-bikes shows potential clientele for 20 and 60 years old as well as an excess orientation on 30-60 years old.
1. “Potential clientele for 20 and 60 years old” Go to Slide
The e-bike market consists of lot of segments that are almost equally strong.The city bike still has majority, but
other types of e-bikes like trekking, mountain, folding and even road bikes are catching up.
2. “Equally segmented e-bike market” Go to Slide
With the battery capacity and drive system brand as most important USPs for e-bike, the e-bike price and brand
only play a secondary role. Further e-bike elements like software setup and extra services are of lower importance.
3. “Drive system is most important USP for e-bikes” Go to Slide
Problem number 1 is clearly the unreliable technology with 55% votes.Apart from this product orientated factor,
there are highly rated macro environment problems and a lot of micro environment problems.
4. “Unreliable technique problem #1 of e-bike industry” Go to Slide
More than 75% of e-bike professionals rated the e-bike introduction with a medium to high impact on their
business activities. Especially the support and the down-stream activities have been affected.
5. “E-bike introduction had high impact on e-bike industry” Go to Slide

START
KEY FINDINGS - TELEMATICS 5
E-bike professionals have in general 2-3 risks or disadvantages regarding e-bike telematics. Biggest concerns are
missing regulations/standards as well as expensive adaptation to new technology.
8. “Missing regulations/standards is biggest industry concern” Go to Slide
While industry estimates comfort-oriented functions like security system and navigation as top 2 for consumers,
manufacturers value more service-orientated functions like maintenance guide a real-performance data.
7. “Demand for comfort and service-orientated functions” Go to Slide
No one thinks that e-bike telematics is not suitable for e-bikes. Highest estimated market potential is with 38% the
premium segment followed by mass market (29%) and optional add-on (22%).
6. “Market potential especially for the premium segment” Go to Slide
The majority prefers telematics software integrated into drive system display or smartphones and tends to rather
outsource telematics related data management and services.
9. “Minimizing hardware and business integration” Go to Slide
Almost all think that e-bike telematics will have an inﬂuence on the e-bike business which is expected to be similar
to the e-bike introduction. Same business areas could be affected but on a less intensive level.
10./11. “Similar impact like e-bike introduction expected” Go to Slide
Over half of the manufacturers surveyed already have plans to introduce e-bike telematics into their new e-bike
models. 1/5 prefers to wait and 25% still do not have any plans.
12. “Majority plans telematic launch for next MY” Go to Slide

START
6
E-BIKE MARKET
Topics Slide
E-bike target groups 7
Unique selling prepositions 8
Types of e-bikes 9
Problems of e-bike business 10
Impact of e-bike introduction 12

START
‣ Main industry target group for e-bikes
are 40-50 years old.

‣ 34% votes are younger and 39% older
than the average of 45 years (slightly
negative skewed chart).

‣ More balanced chart for age groups
interested in e-bikes.

‣ Comparing industry target group and
age groups interested in e-bikes shows:

‣ Potential clientele for 20 and  
60 years old

‣ Excess focus on 30-60 years old
1. E-BIKE TARGET GROUP 7
40-50 yearsMAX 85%
* Fahrrad-Monitor Deutschland 2011; Bundesministerium für Verkehr, Bau und
Stadtentwicklung; Referat UI 31 - „Personenverkehr, ÖffentlicheVerkehrssysteme,
Radverkehr“; November 2011
0 %
21,25 %
42,5 %
63,75 %
85 %
Age groups in years
20 20-30 30-40 40-50 50-60 60
57 %
51 %
49 %
40 %
38 %
42 %
51 %
72 %
85 %
55 %
32 %
20 %
12/2013 Target groups
11/2011 Interested age groups*
20 yearsMIN 20%

START
Others 8%MIN
‣ Main type of e-bike is the City Bike
after Trekking and Mountain Bikes.

‣ E-bike segments more balanced than
normal bicycle market.

‣ Specialized types of e-bikes like MTBs,
Folding and Road Bikes have bigger
market shares than in the regular
bicycle market.

‣ Other answers:

‣ Recumbent, cargo, cross, urban, solar and
full suspension bikes

‣ Drive systems for e-bikes
2. TYPES OF E-BIKES 8
City BikesMAX 25%
* ZIV Jahresbericht 2013 - Mitglieder und Kennzahlen 
Zweirad-Industrie-Verband e.V.; April 2013

START
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‣ 
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‣Most essential USPs of e-bikes are battery capacity and drive
system brand with average ratings above 3,2.

‣E-bike brand on rank 4 with lower importance than drive
system brand (rank 2 with more high importance ratings).

‣Software and extra services with lowest importance ratings.
93. UNIQUE SELLING PREPOSITIONS
Software setup AV 2,68MIN
Battery capacityMAX AV 3,25
Battery capacity
Drive system brand
E-bike price
E-bike brand
Extra services
Software setup
0 % 25 % 50 % 75 % 100 %
21,5 %
26,2 %
30,8 %
29,2 %
47,7 %
52,3 %
36,9 %
26,2 %
38,5 %
50,8 %
33,8 %
26,2 %
29,2 %
43,1 %
23,1 %
13,8 %
12,3 %
15,4 %
12,3 %
4,6 %
7,7 %
6,2 %
6,2 %
6,2 %
Not important (1) Low importance (2) Mid importance (3) High importance (4)
Average
3,25
3,23
3,03
2,92
2,74
2,68
2,97AV 3,0Median
66 Participants / 390 AnswersTOTAL

START
E-mobility comp. 8%MIN
‣ Unreliable technique is the most rated
problem

‣ While rank no. 1 clearly addresses the
product itself, followed three problems
like lack of specialists, legal uncertainties
/ barriers and quick evolving product-
life-cycle are rather external types of
problems

‣ Each participant selected in average
3,75 problems of e-bike business

‣ Other comments: Mainly lack of
consumer knowledge / understanding
4. PROBLEMS OF E-BIKE BUSINESS 1/2 10
TechnologyMAX 55%
Problems / pers.AV 3,75
1 of 2

START
Internal 83%MID
‣ Dividing the problems of e-bike
business into the three types of
business environments, we can state:

‣ 8 of 12 problems are located in the micro
environment with cumulated 213% of all
votes.All ﬁve factors of the micro
environment are affected which have
direct inﬂuence on the internal company
environment.

‣ Middle segment is the internal
environment with the main, product
orientated problems.

‣ Closely behind the internal environment
is the macro environment with political
and technological problems.
4. PROBLEMS OF E-BIKE BUSINESS 2/2 11
MicroMAX 213%
MACRO
ENVIRONMENT

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MICRO
ENVIRONMENT

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INTERNAL

ENVIRONMENT
Consumers
Competitors
Suppliers
Some Publics
Intermediaries
Politics
Technology
Economy
Culture
Lack of industry
specialists (46%)
Legal uncertainties
or barriers (42%)
Quick evolving
product-life-cycle (37%)
Drive system brand
tops e-bike brand (34%)
Low market acceptance
penetration (32%)
Cooperation with
suppliers (23%)
Distribution channel
and sales (23%)
High competition
on e-bike market (28%)
Product not mass
market ready (28%)
High e-mobility
competition (9%)
Unreliable
technique (55%)
Some Publics
Others: Consumer
knowledge (18%)
Macro 79%MIN
2 of 2

START
‣ More than ¾ of all industry experts
realized a medium to high impact on
their business activities by the e-bike
introduction.

‣ From these ¾ surveyed participants,
54% have been affected by a high impact
on their e-bike business activities.

‣ Only 23% have been unaffected or just
realized a low impact.
5. IMPACT OF E-BIKE INTRODUCTION 1/3 12
1 of 3
Low impact 8%MIN
High impactMAX 54%
3,2AV 4,0Median

START
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‣ 
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‣All business areas have been affected by the e-bike introduction
to minimum 72% (low + mid + high impact), which results in an
av. vote per person of 2,91 (medium impact on manufacturers).

‣Highest impact on technical client service with an average value
of 3,24 and 64% votes for “high impact”.

‣In- and outbound logistics with lowest impact on the last ranks
9 and 10.
25 Participants / 250 Answers*TOTAL
135. IMPACT OF E-BIKE INTRODUCTION 2/3
Outbound logisticsMIN
Client serviceMAX
Average
3,24
3,16
3,12
2,96
2,88
2,88
2,84
2,84
2,68
2,48
Technical client service
Product management
Research development
Sales / After sales
Human resources
Operational business
Marketing / Communication
Company's infrastructure
Inbound logistics
Outbound logistics
0 % 25 % 50 % 75 % 100 %
28 %
32 %
32 %
48 %
36 %
36 %
36 %
48 %
56 %
64 %
20 %
24 %
40 %
20 %
36 %
36 %
32 %
32 %
20 %
16 %
24 %
24 %
8 %
12 %
8 %
8 %
12 %
4 %
8 %
28 %
20 %
20 %
20 %
20 %
20 %
20 %
16 %
16 %
20 %
No impact (1) Low impact (2) Mid impact (3) High impact (4)
AV 2,48
AV 3,24
2 of 3
2,91AV 3,0Median
*This survey question was exclusively for bicycle manufacturers!

START
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‣Within the manufacturer’s value chain, especially the support
activities were affected by the e-bike introduction.

‣Regarding the primary activities, the e-bike introduction had a
higher impact rather on the down-stream than on up-stream.

‣In general business areas based on e-bike knowledge and client
orientation / contact show highest impact ratings.
145. IMPACT OF E-BIKE INTRODUCTION 3/3
PrimaryactivitiesSupportactivities
Valuechain 
(byMichaelPorter,1985)
AV 3,12 Research development
AV 3,16 Procurement / Product management
AV 2,84 Firm infrastructure
AV 2,88 Human resource management
AV 2,68
Inbound

logistics
AV 2,88
Operations
AV 2,48
Outbound

logistics
AV 2,84
Marketing
AV 3,24
Service
Sales
AV 2,96
Primary down-streamMID
Support activitiesMAX
AV 2,88
AV 3,00
3 of 3
Primary up-streamMIN AV 2,78
Av. impact of 3,0
Av. impact of 2,8 - 3,0
Av. impact of 2,8

START
Topics Slide
Market potential 16
E-bike telematic functions 17
Risks / disadvantages 20
Telematics integration 21
Impact on e-bike business 22
Impact on business areas 23
E-bike telematic plans 25
15
E-BIKETELEMATICS

START
Premium 38%MAX 2
‣ Almost ⅔ think that telematics are
suitable for e-bikes.

‣ No one answered with “No” and about
⅓ is not sure.

‣ The majority expects potential of the
telematics technology in the premium
segment of e-bikes.

‣ Still 28% estimate e-bike telematics also
suitable in the mass market .

‣ 22% could imagine it as an optimal add-
on product.
6. E-BIKE TELEMATICS 16
Yes, suitableMAX 1 65%
Yes
No
Maybe

START
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‣According to the industry, top two telematic functions for
consumers would be the security system and navigation which
would improve comfort and usability for e-bikes.

‣On rank 3 and 4 are maintenance guide and real-performance-
data, which rather have a service and technical information role
for an advanced “e-bike-to-rider” communication.
177. FUNCTIONS - CONSUMERS
Average
3,48
3,20
3,11
3,02
2,75
2,66
2,46
2,41
2,05
1 of 3
Security system
Navigation / GPS
Maintenance guide
Real-performance data
Riding analysis
Information / POIs
Remote control
Com. services
Social media
0 % 25 % 50 % 75 % 100 %
8,2 %
14,8 %
18 %
13,1 %
21,3 %
31,1 %
36,1 %
45,9 %
63,9 %
18 %
31,1 %
27,9 %
49,2 %
45,9 %
47,5 %
45,9 %
37,7 %
26,2 %
44,3 %
34,4 %
36,1 %
27,9 %
19,7 %
13,1 %
11,5 %
6,6 %
3,3 %
29,5 %
19,7 %
18 %
9,8 %
13,1 %
8,2 %
6,6 %
9,8 %
6,6 %
Unimportant (1) Low importance (2) Mid importance (3) High importance (4)
Social mediaMIN
Security systemMAX
AV 2,05
AV 3,48
2,79AV 3,0Median

START
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‣Primary telematic functions for manufacturers is a maintenance
guide to improve the client service for e-bikes.With 61,4% high
important votes and an av. value of 3,46, it is clearly on position 1.

‣The position 2 and 3 show that the industry is further more
interested in more detailed information output from e-bikes.
Real-performance data and GPS tracking could help to analyze
the e-bike system and rider behaviors.
187. FUNCTIONS - MANUFACTURERS
Social mediaMIN
Maintenance guideMAX
AV 2,33
AV 3,46
2 of 3
Maintenance guide
Real-performance data
Navigation / GPS
Security system
Remote control
Riding analysis
Com. services
Information / POIs
Social media
0 % 25 % 50 % 75 % 100 %
15,8 %
14 %
19,3 %
21,1 %
35,1 %
42,1 %
42,1 %
47,4 %
61,4 %
26,3 %
36,8 %
29,8 %
43,9 %
22,8 %
36,8 %
42,1 %
38,6 %
26,3 %
33,3 %
24,6 %
33,3 %
26,3 %
28,1 %
14 %
8,8 %
7 %
8,8 %
24,6 %
24,6 %
17,5 %
8,8 %
14 %
7 %
7 %
7 %
3,5 %
Unimportant (1) Low importance (2) Mid importance (3) High importance (4)
Average
3,46
3,26
3,19
3,14
2,79
2,77
2,51
2,40
2,33
2,87AV 3,0Median

START
!
!
‣ 
‣The individual rankings of telematic functions for consumers and
manufacturers do not differ very much.

‣Three groups of telematic functions can be identiﬁed:

‣Top group are the primarily desired telematic functions that form the
basic added value for e-bikes.

‣Middle group are secondary functions with less importance.These
functions could play a sub-role and be important for a further
differentiation tool.

‣Social media will from industry point of view neither be important for
consumer nor bicycle manufacturers.
197. E-BIKE TELEMATIC FUNCTIONS
Ranking deviationMIN
Ranking deviationMAX
For Consumers
Average Function
3,48 Security system
3,20 Navigation / GPS
3,11 Maintenance guide
3,02 Real-performance data
2,75 Riding analysis
2,66 Information / POIs
2,46 Remote control
2,41 Com. services
2,05 Social media
0 ranks
3 ranks
3 of 3
For Manufacturers
Function Average
Maintenance guide 3,46
Real-performance data 3,26
Navigation / GPS 3,19
Security system 3,14
Remote control 2,79
Riding analysis 2,77
Com. services 2,51
Information / POIs 2,40
Social media 2,33
vs.

START
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‣Biggest concerns from industry side are missing regulations /
standards as well as expensive adaptation to new technology.

‣On rank 3 and 4 follow product orientated risk factors like
price increase and error rate.

‣As relatively unimportant have been rated personal data
security and illegal technical adaptations.
208. RISKS / DISADVANTAGES
Illegal adaptationsMIN
Regulations / standardsMAX
AV 2,18
AV 2,97
2 of 3
No regulations / standards
Expensive industry adaptation
High-tech increases price
Error rate maintenance
Too complicated technology
Control of involved parties
Rider’s safety during riding
Higher risk to get stolen
Personal data security
Illegal tech. adaptations
0 % 25 % 50 % 75 % 100 %
6,7 %
6,7 %
10 %
13,3 %
16,7 %
23,3 %
20 %
20 %
16,7 %
36,7 %
20 %
16,7 %
36,7 %
36,7 %
33,3 %
40 %
36,7 %
43,3 %
53,3 %
33,3 %
50 %
56,7 %
26,7 %
40 %
36,7 %
26,7 %
33,3 %
30 %
23,3 %
20 %
23,3 %
20 %
26,7 %
10 %
13,3 %
10 %
10 %
6,7 %
6,7 %
10 %
No risk (1) Low risk (2) Medium risk (3) High risk (4)
Average
2,97
2,82
2,77
2,77
2,72
2,51
2,44
2,43
2,33
2,18
2,59AV 2,0Median

START
57 ParticipantsTOTAL 2
!
‣ The industry likes to minimize e-bike
hardware and prefers to integrate
telematic functions into the consisting
drive system display or using the
consumer’s smartphone.

‣The industry opinion about how to
integrate e-bike telematics into e-bike
business is divided into four options.

‣The majority tends to rather outsource
all telematics activities or minimum the
data management.

‣The minority tends to have all in-house.
All outsourcing 35%MAX 2
9. E-BIKE TELEMATICS INTEGRATION 21
Drive system displayMAX 1 44%Drive system display
Telematics display
Smartphone
Other comments
All in-house
Outsourcing services
Outsourcing data-mgmt.
All outsourcing
61 ParticipantsTOTAL 1

START
Yes 41%MAX 2
Yes MaybeMAX 1 65%
45%
‣ Almost half of the surveyed people
expects telematics will have an inﬂuence
on e-bike business and lead to a change.

‣ The other half is not sure and only 11%
do not expect any changes.

‣ Comparing the general situation to
individuals’ business impact, the answer
is more balanced into three similarly
strong shares.

‣ Although the majority still estimates a
change on their own business, the share
of “No change” increased to 23%.
10. IMPACT ON E-BIKE BUSINESS 22

START
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!
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‣According to the average values, technical client service will be
the most affected business area caused by e-bike telematics.

‣Although the highest value of “high impact” votes (50%) has
been collected for product management (rank 2).

‣With an average of 2,59 and median of 2,0, the overall impact
of e-bike telematics is estimated with low / low to medium.
2311. IMPACT ON BUSINESS AREAS 1/2
Outbound logisticsMIN
Client serviceMAX
AV 1,85
AV 3,10
1 of 2
Technical client service
Product management
Research development
Sales / After sales
Human resources
Operational business
Marketing / Communication
Company's infrastructure
Inbound logistics
Outbound logistics
0 % 25 % 50 % 75 % 100 %
5 %
5 %
15 %
35 %
30 %
30 %
50 %
35 %
20 %
20 %
15 %
20 %
25 %
15 %
30 %
45 %
10 %
50 %
45 %
50 %
50 %
55 %
35 %
35 %
35 %
15 %
35 %
5 %
35 %
30 %
30 %
20 %
25 %
15 %
5 %
10 %
5 %
10 %
No Impact (1) Low Impact (2) Medium Impact (3) High Impact (4)
Average
3,10
3,05
2,95
2,85
2,70
2,30
2,10
1,95
1,90
1,85
2,59AV 2,0Median

START
!
!
!
!
‣The ranking of business areas impacted by the e-bike introduction is
exactly the same like for the estimated impact of e-bike telematics
technology.

‣The impact of e-bike telematics is in general lower rated than the
impact of e-bike introduction (av. 2,59 comparable to 2,91).

‣Support Activities (RD and Product Mgmt.) and down-stream (Sales
Service) are expected to be the business areas with highest impact.
2411. IMPACT ON BUSINESS AREAS 2/2
2 of 2
Valuechain 
AV 2,68
Inbound

logistics
AV 2,88
Operations
AV 2,48
Outbound

logistics
AV 2,84
Marketing
AV 3,24
Service
Sales
AV 2,96
Valuechain 
AV 1,95
Inbound

logistics
AV 2,30
Operations
AV 1,80
Outbound

logistics
AV 2,10
Marketing
AV 3,10
Service
Sales
AV 2,85
Estimated impact of e-bike telematics
Impact of e-bike introduction
Av. impact of 3,0
Av. impact of 2,8 - 3,0
Av. impact of 2,8
Primary down-streamMID
Support activitiesMAX
AV 2,46
AV 2,66
Primary up-streamMIN AV 2,13

START
!
!
!
!
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‣Over half of the manufacturers surveyed already have plans to
introduce e-bike telematics into their new e-bike models.

‣1/5 prefers to wait and check how the new technology will
perform and develop before getting active as well.

‣25% are more skeptical and still do not have any plans.They see
e-bike telematics rather as future technological development.
20 Participants*TOTAL
2512. E-BIKE TELEMATIC PLANS
Yes, for next MY!
No, ﬁrst wait!
No plans yet!
No, ﬁrst waitMIN
Yes, for next MYMAX
20%
55%
1,70AV 1,0Median

CLOSURE
This presentation is a summary of almost all results gathered by the
online survey.A deeper analysis will be available in my master thesis.

!
Thanks again to all industry experts that supported me by answering
the questionnaire and please do not hesitate to contact me, if you
should have any comments or questions.
Survey as part of the master thesis “E-bike Telematics”
by Nils Niederheide, MBA in International Marketing

!
Published in Feb 2014

E-bike Telematics - Survey Results

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