This case describes how Jiangsu TIANAN Smart Science & Technology Co., Ltd. (hereinafter referred to as "TIAN-NET") leveraged internet technologies to deliver automotive services amid significant industry disruption, with the ultimate goal of supporting data-driven growth in the Internet of Vehicles ((IoV) sector.

TIAN-NET was founded in 2010 as a supplier of in-vehicle networking systems to automakers. After undergoing two major transformations, it evolved into a full-service provider specializing in IoV planning, deployment, and operations. In recent years, the rise of smart cities, smart transportation, and smart, connected vehicles led to rapid growth for both TIAN-NET and the IoV industry more broadly.

Despite this generally optimistic outlook, founder and chairman Yang Lei foresaw substantial challenges for TIAN-NET. As policy shifts created new opportunities, market demand surged and attracted new competitors from the automotive, telecommunications, internet, and urban planning sectors. Looking ahead, what development path should TIAN-NET pursue to consolidate its position as a comprehensive service provider? How could it sustain its competitive advantage and expand market share? Should it shift its business focus from Construction Management toward Platform Operations and Data Services? Yang was grappling with issues related to strategy and organizational alignment.