If vehicle-based telematics is to succeed, providers must tailor services to address the specific needs of the customer segment each vehicle model targets rather than offering a one-size-fits-all approach, ATX president and CEO Steve Millstein said. "The demographic profile of a Mercedes M-Class customer is different from that of an S-Class customer, and the demographic profile of a BMW 7-Series customer differs from that of a 3-Series customer. The telematics built into those models should reflect those differences," Millstein said.  "It makes sense for some vehicle manufacturers to emphasise safety services while others should focus more on route guidance, vehicle maintenance applications or remote-controlled vehicle functions."