OnStar MyLink

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?