Has anyone seen the new OnStar MyLink commercials? In the one I just saw, a guy is able to check out different aspects of his car through his smartphone (tire air pressure, oil, unlock the doors) remotely, so his girlfriend can use it without having to go through any of those checks herself.
I thought this was a really interesting commercial given our recent discussion of OnStar in class. Initially, OnStar was promoted in ways to emphasize qualities like emergency help and safety. As this latest commercial shows, the service value proposition is evolving to cover areas such as convenience and quick, real-time access to informatics and data.
The MyLink platform also includes a social messaging aspect, but GM is promoting it under the umbrella of "responsible connectivity". I think GM is trying to maintain its historic positioning (OnStar as reliable and safe) and trying to play catch-up to companies like Ford Sync, by moving into social networking and media. Supposedly OnStar will also allow users to access Facebook, but more importantly it will have an OPEN API, so anyone can submit applications, but GM will have ultimate right of refusal.
Do you think that GM is late to the game, or is this a viable contender?
I think GM is playing catch up, but in a way that makes sense for them. I think it's a smart strategy to use their safety/help angle when selecting what type of functions to include, like including facebook, but having the updates read to you while you're driving, etc. I think as more and more apps are made available for in-car use, people will start questioning the safety of drivers, and GM will be able to leverage their positioning when that happens.
ReplyDeleteWith the Prius we saw that tools/functionality originally reserved for fleet operations have made their way to the individual consumer. I think many of the features GM is rolling out are going to be considered new and innovative by many, but old hat for those in the telematics industry.
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