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.
Go deeper with GlobalData
“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.”
Customisng services for consumer segments represents a necessary shift in approach if telematics is to successfully integrate into a vehicle manufacturer’s and dealership’s marketing plans.
Millstein said ATX has developed a new telematics service that allows drivers to use their cellphone to remotely start their car and set the interior’s climate control temperature. The system can also be used to unlock car doors when owners lock the keys in their vehicle. ATX’s interactive voice recognition system will be used for the interface between owner and vehicle. The climate control and remote door unlock features are the first in a series of segmentation services the company plans to introduce.
The ATX president said as telematics services expands beyond the luxury and near luxury model lines – into the super-luxury models, pickup trucks, mini-vans, mid-level and sports wagons – differentiation in telematics services will be accomplished not only through customised services, but also through customised bundles and through the vehicle interface technology.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“Research has shown that pickup truck owners value different specific telematics services to minivan owners,” said Millstein.
He noted that the prospective services generally track the primary motivations specific consumers have for purchasing vehicles – some want enhanced safety, or want a vehicle for a teenager, or simply a commute vehicle or a vehicle strictly for business or family purposes.
