4screen: The Venture Leader Mobile connecting businesses with on-the-go customers

23.01.2024 13:36, Rita Longobardi

Meet Fabian Beste, CEO of 4screen and Venture Leader Mobile 2024. As the pioneer of in-car marketing, 4screen is integrated into the top automotive brands such as Mercedes-Benz, Audi, Skoda, and Toyota, providing businesses with unparalleled access to millions of drivers across six countries.

Name: Fabian Beste
Location: Munich
Nationality: German
Graduated from: Technical University of Munich
Job title: Co-Founder & CEO
Number of employees: 86
Money raised: EUR 21M Series A


 

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Can you tell us who your product or solution helps, and how?
4screen is the world's first driver interaction platform that connects businesses with on-the-go customers, in real-time, directly through the car screen. As the pioneer of in-car marketing, 4screen is integrated into the top automotive brands such as Mercedes-Benz, Audi, Skoda, Hyundai, and Kia, providing businesses with unparalleled access to millions of drivers across the world. Top brands such as McDonald's, Shell, and Tamoil are leveraging the 4screen technology to provide exclusive offers and dynamic recommendations to their customers through their car screens. Car manufacturers are also benefitting from this technology, as it enables them to monetize their vehicle data and enhance the driving experience for their customers while complying with the highest safety and privacy standards and regulations.
   
What market are you addressing and what is the potential of your startup in that market?
4screen addresses the market of reaching drivers directly in their cars, leveraging the increasing connectivity of vehicles. Our driver interaction platform acts as a vital link between the infotainment system and connected mobility, enhancing navigation, providing insightful recommendations, and delivering value-added services. Additionally, we've created a novel revenue stream for automotive manufacturers by monetizing vehicle data. As pioneers in in-car marketing, we offer businesses a unique opportunity to engage with drivers in real time, revolutionizing traditional advertising and ushering in a new era of effective and engaging promotional strategies. 

How and where did you come up with the idea for your startup?
The inspiration for 4screen dawned on me during a leisurely car drive, where I observed the challenge of identifying businesses on the map - especially while looking for a charging station. This sparked my curiosity about how businesses could shape their appearance on a map and influence the information communicated about them on the screen. I realized that, unlike other channels where brands have control over most of the information shown about them, there was no seamless way for businesses to influence how to be displayed on car screens. Simultaneously, I noted the automotive industry's fervent quest for data monetization streams. It became evident that, apart from direct product sales, the most significant external revenue source was 3rd party revenue. Those realizations inspired the creation of 4screen.

What do you expect from the Venture Leaders roadshow, and how do you think it will help you achieve your vision?
Our expectations from the Venture Leaders roadshow are centred on its vital role in supporting 4screen in achieving key business objectives, including securing funding from investors, strengthening existing partnerships, and forging new collaborations. This program provides an outstanding platform to showcase our innovation and connect with potential partners. The roadshow is not just a showcase; it's a strategic step to open doors, meet investors, and explore new opportunities that can propel 4screen’s business development forward.
 

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What are your team’s key achievements to date?
4screen has three main branches: the Business team, the Tech team, and the OEM team. The Business team achieved a significant milestone by successfully launching into the US market, positioning us as a key player in the tech and automotive sectors. Collaborations with global business leaders like McDonald's, Shell, and others enhance user experience, solidifying our position as an integrated solution provider. The OEM team has established partnerships with leading car manufacturers such as Mercedes-Benz and Audi. Simultaneously, the Tech team achieved notable milestones, including the in-house development of a scalable B2B platform and a billing system for high-frequency transactions. Supported by a EUR 21 million Series A funding led by S4S Ventures and Continental VC, with Sir Martin Sorrell as a key investor, our combined achievements showcase our commitment to global growth and technological excellence.

Is there a key principle or value that guides you as you build your company?
4screen’s mission is to connect a fragmented world, bringing to life a network of businesses, drivers, and mobility providers.
We are guided by 4 key principles:

1) Think big, be bold: We have ambitious goals and make bold decisions.
2) Take the driver's seat: We take ownership, strive for excellence, and apply best practices.
3) For everyone: We value our diversity and proactively help each other to succeed while having fun and celebrating progress.
4) 4 wins: We succeed by adding sustainable value to all 4 players: drivers, mobility partners, businesses, and ourselves.

What is the most important lesson you have learned as a founder?
The most important lesson I've learned as a founder is the necessity of flexible evolution within the role. Adapting to change is crucial for founders who take on numerous roles and responsibilities. Transitioning from covering multiple functions to hiring talented individuals, growing the team, and eventually stepping back to provide support presents a significant challenge. This challenge becomes even more pronounced when working in a domain where established best practices or experts are scarce or only partially available. Navigating this dynamic landscape requires continuous learning, resilience, and the ability to embrace change while fostering a collaborative and adaptive organizational culture.

What is your favourite productivity hack or tool and why?
My favourite productivity hack is plain and simple: I rely on Apple Notes synced across all my devices (MacBook, iPhone, iPad). This allows me to seamlessly capture and store ideas or thoughts that may arise at any time, especially when great ideas or insights occur outside of the typical work environment. The synchronized accessibility ensures that no idea is lost, providing a reliable and efficient way to organize and revisit concepts later on.    

What was your dream job when you were a child?
When I was a child, my dream job was to become a National Park Ranger. The allure of being close to nature, engaging in survival-style activities like building huts, and embarking on adventurous journeys captivated my imagination and fueled my aspiration to connect with the great outdoors.    

Do you recommend a podcast you want to share with us?
I highly recommend the Weltwach Podcast Episode WW206 titled "Extreme adventures, extreme life" with Mike Horn. I found it truly inspiring, particularly in its relevance to the business context. The episode delves into the value of failure and the resilience required to bounce back. It offers valuable insights that can be applied to various aspects of life and work.