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Apart from providing a host of key market innovator profiles, this research highlights the opportunities that can be mined with the application of digital transactions in the automotive industry. The study showcases the potential areas for automakers and suppliers for investment and for technology companies to focus on to maximize their revenue potential in the automotive industry. As the automotive industry is facing narrowing margins, the need to look for other revenue streams and also keep the customer committed to the brand is paramount. This can be achieved by creating an experience across the lifetime of the customer's ownership.